Behind the Slots: Slot Designer and Innovator Mark Ross

Welcome to the latest edition of Behind the Slots!

Today we take you behind the slot design scene, a journey through both time, innovation, and slot designer, as we take a look at the present, the past, and the far future.

Today's guest is Mark Ross, an engineer, a slot designer and innovator with a few patents to his name and a long history in the industry.

Below I'm going to bullet-point some of the things we cover, but you have to watch and listen. Mark is a story-teller, and it is a true masterclass in game design and in slots history to listen to him tell it.

Enjoy!

A synopsis that's not half as good as the video:

• Mark Ross’s Background: Mark Ross has been in the casino gaming industry for over two decades. He has a deep passion for slot machines, even owning two at home and playing frequently, both in casinos and on his phone. He has a background in engineering but has also worked extensively in slot game design, creating rapid prototypes and new concepts. He holds eight patents related to slot mechanics, showcasing his innovative contributions to the industry.
• Chain Reaction Slot Mechanic Patent: Ross’s first patent was for a slot game mechanic involving chain reaction explosions. This concept, where detonating one item could trigger multiple others based on a proximity algorithm, was borrowed from video games. It was a novel idea in the slot machine world and became the foundation for his first patent. Ross had never anticipated pursuing patents, but his boss encouraged him to file after recognizing the uniqueness of the idea.
• Revamping a Failing Slot Game: Early in his career, Ross worked on a high-profile slot game based on a famous rock band. Despite its flashy appearance and licensed music, the game lacked excitement and engagement. Ross suggested design changes that significantly improved the game, leading to a successful revamp. His suggestions earned him recognition and set the stage for his future innovations in slot design.
• Mentorship and Key Industry Lessons: Ross was mentored by a seasoned industry expert, named Gene who taught him the importance of keeping slot games simple and accessible. Gene emphasized that overly complex games scare players away and are less likely to receive prime real estate on casino floors. Incremental changes and a clear player objective are critical for slot game success, with complicated mechanics often leading to failure.
• The 30-Second Rule for Game Simplicity: Ross learned a key industry rule that if players don’t understand how a game works within 30 seconds, it’s likely a failure. This principle helped shape his design philosophy, focusing on clear and straightforward mechanics to keep players engaged.
• The Emotional ‘Hunt’ in Slot Games: Ross delved into the psychology of slot players, highlighting the emotional rush they experience when chasing bonuses or jackpots. He likened this anticipation to the adrenaline rush of dice games, describing how waiting for the third bonus trigger creates a unique thrill that keeps players hooked.
• Famous Slot Games and Their ‘Hunt’ Mechanics: Ross identified several slot games with strong "hunt" mechanics that keep players engaged. These features offer players a sense of accomplishment and excitement, fueling their desire to keep playing.
• Failure of Complex Games: Ross recounted an instance where a cloned version of a highly successful slot game failed because the theme was too obscure and complex. The theme was based on a historical event that many players didn’t recognize, causing confusion and ultimately leading to the game’s failure. This experience reinforced the lesson that overshooting the audience's understanding can turn a potential hit into a flop.
• Innovation in Slot Game Mechanics: He recounted an instance of a game where players could log in and unlock additional content. While the game design was brilliant, it posed challenges around player ownership, as casinos typically claim loyalty over players, not the game manufacturers.
• Mechanical Slot Game Devices: Ross discussed various mechanical devices used in slot machines, including a pinball-like game topper that required extensive testing to prove its randomness. He also mentioned the challenges posed by mechanical devices getting stuck or breaking, despite their initial appeal to players. Silver Strike, a slot game that dispenses collectible silver coins, was highlighted as a particularly successful mechanical device with a dedicated fan base.
• Complexity of Physical Game Mechanics: Ross shared the difficulties of incorporating physical mechanics into slot machines, such as the high failure rates of mechanical devices like rotating monitors and skill-based cranes. While these devices had strong curb appeal, their tendency to malfunction made them less viable for long-term use in casinos.
• No One Swinging for the Fences: Ross observed that many game developers today are playing it safer rather than aiming for groundbreaking innovations. I then ask him for examples of games that swing for the fences, and that answer is fascinating.
• Classic Slot Game Success Stories: Ross pointed to the original Wheel of Fortune slot machine as an example of a major risk that paid off. The concept of putting a physical wheel on top of a slot machine and using the TV show’s branding was revolutionary at the time, leading to one of the most iconic slot games ever made.
• Generational Shifts in Slot Design: Ross emphasized that Generation X, now approaching retirement age, will soon become the primary demographic for slot machines. He predicted that casinos will begin tailoring their experiences, from game mechanics to decor, to appeal to this generation. AI and generative art are likely to play a significant role in shaping future casino environments.
• Mentorship and Legacy of Game Designers: Ross reflected on the old-school game designers who focused heavily on math and spreadsheets. These designers were pioneers in the industry, creating legendary games. Ross also fondly recalled his time working in innovation labs, surrounded by brilliant minds pushing the boundaries of casino gaming.
• AI and Future Casino Gaming Trends: Ross believes that AI, generative art, and audio will revolutionize casino gaming. He predicts that as Generation X enters their prime gambling years, their preferences will shift casino design and gameplay, leading to a more personalized and innovative experience.

I hope you enjoyed this masterclass of game design and journey through slots history!

Come back next week for the next fascinating interview!

Share you thoughts in the comments!