THE PRICE IS RIGHT… BUT ONLY IF THE VALUE IS CLEAR 🎰

As we head into G2E, hundreds of suppliers have arrived in Las Vegas ready to showcase their latest and greatest innovations.

New games.

New technology.

New AI solutions.

New platforms.

And, of course, new pricing.

But one of the greatest lessons Steve Jobs taught the business world is that customers don't fall in love with a list of specifications.

They need to understand the value.

When Jobs introduced the iPhone, he didn't begin by overwhelming the audience with technical specifications.

He explained why people would want it, and now can’t live without it. 

That lesson is particularly relevant to gaming.

After 36 years in this industry, I have seen extraordinary products struggle, not necessarily because the technology wasn't good, but because the value proposition wasn't clear.

A casino operator doesn't just want to know what your technology does.

They want to know:

Will it increase revenue?

Will it improve the guest experience?

Will it increase engagement or loyalty?

Will it make our employees more productive?

Will it reduce costs or solve an operational problem?

And ultimately, is the value greater than the price?

Pricing matters.

But, price without value is simply a number.

This becomes even more important with innovation because new technology frequently requires operators to take a chance on something they haven't tried before.

Your job isn't simply to explain what you've built.

Your job is to communicate a clear value proposition that shows the customer why it matters to their business.

So as thousands of us head to G2E this week, perhaps there is a lesson here for all of us:

Don't lead with the price.

Don't even lead with the product.

Lead with the problem you solve and the value you create.

Because when the value is clear, suddenly...

The Price Is Right. 😉

See you at G2E!

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