IGT is the largest machine manufacturer in the world. It is a post IGT may not be able to hold on to. If you invested in a slot machine company such as IGT or WMS Gaming back in 1998 -- you certainly can not complain. An investment in IGT has gone up about 400%, while WMS Gaming has gone up about 1100%.

While both have provided a good investment return, WMS has pulled away in term of the bottom line. Yes, WMS is much smaller, and has more room for growth -- but most slot players who notice, see the difference. WMS Gaming and Bally are eating away at the slot floor dominence once held by IGT. When the name of the game was mechanical slots, "Double Diamond", "Haywire", "Red, White and Blue", "Pays 5 Times" were all mainstays.

When the trend on the casino floor switched to video slots, IGT was a follower, rather than a leader. IGT pulled a rabbit out of a hat with the paper in/out systems. WMS Gaming was carving out casino floor with hits like Monopoly.

IGT reached "peak" popularity when "Double Diamond" was incorporated into the "Wheel of Fortune" brand of slots. This slot still enjoys some success today. A testiment to a good game. In recent years, the "Wheel of Fortune" name has been "pimped out" for a video slot (where players would keep playing in order to solve puzzles), there was the "Big Wheel" -- which was a great concept, but didn't catch on with a lot of players (don't beleive me -- a seat is almost always available on this game ... if anyone is even playing. Especially true as the denomination goes up from 1-cent). In recent years, IGT has shifted to "Server Based Gaming" -- likely the future of gaming -- but the games released on this platform ... well ... have not proven popular. I rarely see people playing games like, "Ducks in a Row", "Shinobi", "Alien vs Predator" or "Alien". IGT's marketting strategy appears to be attempting to attract the younger male demographic. Does IGT think "violence" is the answer to a good slot. How many people remember games like, "Texas Tina", "Moolah", "Sea Monkeys", or "Snow Globes"?

If you look at WMS, they have been innovating -- getting back into mechanical reels, with 9-line innovations. While IGT took their video reels and converted games like "Little Green Men" into mechanical versions -- same game, different displays ... WMS was making new, original titles. WMS has at least doubled the number of new multi-line video releases. They have embraced low-denomination gaming, with games that have volatility -- copying the popularity of Aristrocrat games, but adding in graphics, sound, animations and originality lacking by other makers. There is also Community Gaming and Cascading Reels machines -- which proves the company can cause new trends..

Perhaps WMS Gaming success is partially due to its roots. It was one of the few "arcade Survivors". It has talents from Bally, Midway, Atari and Williams (Williams became Bally). The name of the game was to capture quarters from game players -- to keep the parent company, Williams afloat. With this pedigree, it should be no surprise that WMS Gaming has prospered.

If IGT is to get back on track, they need to acquire the "Passion" -- to create original machines ... which capture the players excitement. Good products from, "Action Gaming" like 100-pays Poker, Multi-strike power in the type of ingeniuty this company needs.

Credit: The Shamus (www.slotmachinesforum.com)