Based in Chicago, Illinois, WMS Gaming is a subsidiary of WMS Industries. In 2013, WMS Industries became a fully owned subsidiary of Scientific Games Corporation. WMS Gaming is a manufacturer of video lottery terminals, slot machines as well as gaming software. These products help casinos manage their gaming operations in a better way. WMS Gaming also offers mobile and online games like Spartacus Gladiator of Rome Slot.
WMS Gaming has been in the reel-spinning slot machine market for than two decades now. They entered in 1994 and within only 2 years, in 1996, they launched their first casino slot machine, Reel ’em In. It was a multi-coin, multi-line secondary bonus slot machine that became a huge hit. A number of similar games like Filthy Rich, Boom and Jackpot Party followed.
A couple of years later, by 2001, WMS Gaming had introduced its popular Monopoly-themed series of slot games. Since then, WMS Gaming has obtained licenses to create gaming machines that uses several famous brands. Instead of selling the games to the casino, WMS Gaming has developed a clever strategy. They lease or license the games to the online casinos. In this way, they can go on making money as long as their games are hosted on all the online casinos.
The well-known brands that they have created as slot machines are Clue, The Lord of the Rings, Star Trek, The Wizard of Oz, Hollywood Squares and Men in Black among others. Some of these games are networked within the casinos and with multiple casinos as well. This gives the players an opportunity to win huge jackpots based on how many machines are in the network.
Such type of branded games proved to be a hit among the players and made a lot of money for the company. It’s revenues grew to a whopping $783.3million in 2011.
A Look at WMS Gaming’s Products, Technology and Business
Their products have in fact, helped move the gaming industry trend away from the generic mechanical slot machines of the past. Their slot machines are known to incorporate intellectual properties that are quite familiar. They have also focused on including creative ways for players to make money.
Earlier, the mechanical slot machines had limited themes like the famous Liberty Bell, black bars, fruits, horse shoes, bells and stars, and card suits. However, with the launch of their very first slot machine, Reel ’em In, for the first time people were able to experience what it’s like to play on a slot machine that has multi-coin and multi-line secondary bonus pay-outs.
The changing demographics of the gaming industry are quite evident in some of WMS Gaming’s product designs. The younger generation who have grown up playing video games like more challenging experiences-both mentally as well as physically. Hence, some of the slot machines developed by WMS Gaming include surround sound, full-colour and animated images as well as flat-panel display screens.
In 2010, WMS started offering online gaming to the UK residents and the following year in 2011 at JackpotParty.com. 2012 saw WMS Gaming partnering with Large Animal Games. Their partnership culminated in to Lucky Cruise. It’s a cruise ship-themed Facebook game application that has incorporated a lot of WMS Gaming’s slot machine. The game play is very similar to play a slot machine, but there’s a light strategy component, which makes it even more exciting. The players are supposed to take the help of their Facebook friends to collect lucky charms, instead of money.
When the company experienced a decline in revenues from the casino market, they went ahead and launched gaming on mobile devices, the future of the gaming market. They also focused on expanding their online gaming portfolio.
Today approximately 70% of WMS Gaming’s revenues come from their customers in the US. They have their corporate office and manufacturing facilities in Illinois and other sales and field services and development offices across the United States. They also have international development and distribution facilities across the world.