Route 66 Casino Hotel’s “Route to Riches”
Route 66 Casino Hotel teamed up with International Game Technology (IGT) to take brand awareness to a whole new level on the gaming floor. As soon as guests walk through the casino main entrance they can’t help but notice the two large blue arches cascading over two slot banks with eye-catching Route 66 logos. Cleverly title “Route to Riches,” the large display screens take guests on a journey down the legendary mother road. Route 66 wanted to capture the spirit and excitement of the nostalgic route we are named after with personalized slot banks. “We really focus our casino on the excitement and history that surrounds Route 66,” said Jeff Inman, Corporate Director of Slots. “We have created an experience that starts the minute our players step through our doors.”
To develop this vision Route 66 reached out to the IGT team for guid¬ance. A deciding factor in selecting IGT was the company’s award-winning games. The IGT games combined with the customized graphics package featured on the Mystery Progressives gave Route 66 the capability of highlighting in-house graphics and designs developed for these unique slot banks. IGT’s enthusiastic team worked closely with the Route 66 team to design banks that are highly recognizable. Based on experi¬ence with IGT’s Mystery Progressives the slot team was confident they could create something as unique as the Route 66 property. The goal was to enhance the gaming floor with a truly integrated casino gaming product that correlated with the Route 66 brand. The result is a vibrant slot floor that creates excitement at first glance. “Route 66 Casino Hotel has truly taken a ‘no-holds barred’ approach with its slot floor. From the banks of custom designed game cabinets to boosting player excitement through Mystery Progressives and the ever-increasing selection of game titles, this approach has worked extremely well,” said Eric Tom, executive vice president of Global Sales at IGT.
“IGT’s Universal Slant slot platform is perfect for the Mystery Progressive banks and allowed us to add our own branding. The design team was so helpful during the project; they worked diligently with us to design a multi-level progressive bank that fit our floor,” said Inman. “These banks are unable to be duplicated. It screams Route 66 Casino Hotel. We’re hoping to expand the initial concept with Mystery Progressives to other banks on the floor,” Inman said.
The recipe for success continues to grow as Route 66 adds more first-to-market games such as Judge Judy. Similar to Duck Hunter, Route 66 is installing more “video game” based slots that will incorporate a joystick and mission-style bonus rounds. Route 66 is committed to finding innovative games that will excite and entertain guests. While remaining loyal to slots deemed as guest favorites, we also promise that guests are sure to find something new to experience each time they visit.