SOURCE: Las Vegas Sun

Continued from page 1

As a rule, faster-moving games make more money for casinos. But there's a side benefit to 24-hour betting kiosks besides the fact that they don't take vacations or get sick. A 40 percent chunk of the advertising revenue from the sale of space on the touch screen as well as a video monitor at the top of the machine goes to casinos - revenue that can pay for the machine in a few months. Excluding that revenue, casinos pay $900 per month to lease the kiosks.

The company sold ad space on kiosks at the Rampart Casino in Summerlin in about 90 days, raising enough money to defray the rental cost, Stearns said. More than 30 Nevada casinos are renting the kiosks, including the Sahara, Riviera, Tropicana and the Silverton.

The machines were developed in partnership with American Wagering, a public company that owns more than 60 race and sports books in Nevada through its Leroy's subsidiary and supplies most of the hardware and software Nevada casinos use to process sports bets.

The ad money is the reason casinos are willingly giving folks like Findlay Toyota, Jersey Mike's and 24-Hour Fitness precious real estate on their floors. It's unlikely that those ads will compete for attention with ever louder, flashier slot machines, although if you look across the Rampart, you might well be able to spot a Coors Light ad or two playing on the video monitor above the level of most slots. If you happen to be using the machine or standing in front of it, you can't help but watch.

"It's a win-win for casinos and advertisers," Stearns said.

And for gamblers? "People who are technically inclined are using it, people intimidated by sports books are using it and the pros are using it because it's quicker and easier - you hit a few buttons and you're done," he said.

Page 1, 2