Viewing every slot machine as a unique product and a new experience to be marketed, rather than focusing solely on the casino experience as a whole, resulted in a unique video strategy that no other casino had tried. This experiment led to huge successes, such as 46 million video views on ‘Plants Versus Zombies’ slot YouTube video and deep understanding of the slot player psyche. In fact, the wild success of these videos led to slot machine exclusives for the casino, as manufacturers knew their new slot title would be well marketed and succeed on the floor.  Being the first in California or the United States to receive certain slot machines made both our Director of Slots as well as our players very happy. Ultimately a unique brand was built around the fun experience our true players crave… playing a slot machine.