LEARNING FROM LIGHT & WONDER: HOW GAMING OPERATORS CAN FIND SUCCESS BY FOLLOWING IN THEIR FOOTSTEPS
In the fast-paced world of gaming, especially when it comes to slot machines, staying ahead means focusing on what works, keeping players engaged, and being smart with your money. Light & Wonder, a major player in the casino slot machine industry, is a great example for smaller gaming operators to learn from. Here’s how you can apply their strategies to your own business.
FOCUS ON WHAT YOU DO BEST
When Matt Wilson, CEO, took charge of Light & Wonder, the company was struggling. The pandemic had shut down casinos, cutting off a major source of income, and the company was drowning in debt. Instead of trying to do everything at once, Wilson decided to narrow the company’s focus. Light & Wonder honed in on creating top-quality slot machines and digital games, putting their energy into what they were already good at.
For smaller gaming operators, this approach is key. Instead of spreading yourself too thin, concentrate on the areas where you excel. Whether it’s a particular type of game or a unique customer experience, focusing on your strengths can help you stand out and grow your business.
KEEP PLAYERS ENGAGED
Modern slot machines are more than just simple games—they’re immersive experiences. Light & Wonder’s success comes from creating games that captivate players with eye-catching graphics, exciting bonus features, and themes that people recognize and love, like Monopoly or the Netflix series Squid Game.
As a smaller operator, you can apply this lesson by focusing on how to keep your customers engaged. Think about what draws them in and makes them want to stay. Maybe it’s a particular style of game, a fun atmosphere, or special promotions. The more you can engage your players, the more likely they are to return.
USE WELL-KNOWN BRANDS
Light & Wonder has had great success by using popular brands and franchises in their games. When players see a game themed around something they already love, like a movie or TV show, they’re more likely to give it a try.
Smaller operators might not have access to big-name licenses, but the idea still applies: look for ways to connect your games or promotions with things that resonate with your audience. This could be local events, pop culture, or even just themes that you know your customers enjoy. It’s about creating a connection that makes your offerings more attractive.
BE SMART WITH YOUR MONEY
One of the biggest challenges Light & Wonder faced was managing their debt. To get back on track, they sold off parts of the business that weren’t essential. This allowed them to focus on what was most profitable and reduce their financial burden.
For smaller gaming operators, financial discipline is crucial. It might mean cutting back on less profitable areas or finding ways to streamline your operations. The goal is to ensure that you’re investing your time and money in the parts of your business that offer the best return.
ADAPT TO THE MARKET
The gaming industry is always changing, and what works today might not work tomorrow. Light & Wonder has been successful because they’ve stayed flexible and adapted to market trends. Their focus on creating high-performing games that deliver strong returns for casinos has helped them grow, even in a competitive market.
For smaller operators, staying adaptable is essential. Keep an eye on what’s happening in the industry, listen to your customers, and be ready to pivot when necessary. This could mean updating your game offerings, changing your marketing strategy, or exploring new technologies.
CONCLUSION: SMALL OPERATORS CAN LEARN BIG LESSONS
Light & Wonder’s story shows that success in the gaming industry isn’t just about size—it’s about strategy. By focusing on your strengths, keeping your players engaged, being smart with your money, and staying adaptable, smaller gaming operators can thrive in this competitive market. The key is to learn from the big players and apply those lessons to your own business, no matter the scale.