If you think video games are only for kids, then you’ve never experienced the cathartic sound of candy being crushed with a merciless a swipe of the finger. Gamification has found its way not only into “grown-ups’” customer experience on mobile phones, but also into modern casino gambling as an integral CRM strategy. As the gaming industry continues to follow suit, the line between “casino” and “arcade” becomes all the more hazy.
GTECH, an international leading manufacturer in gamified customer experiences, has announced plans to launch an array of 3D gaming experiences in the coming year at casinos around the world. This past year, it released the first of its kind – an industry-redefining game called SPHINX 3D, which has won three industry awards for its innovative TRUE 3D technology. Days of classic lever cranking at the slots seem a far cry from this revolutionary and interactive gaming experience, where customers can reach out and “touch” a 
projected 3D image without the use of 3D glasses.
However, GTECH does not plan on stopping here. In the wake of the success from SPHINX 3D, the company will unveil a whole array of exciting new customer experience games from licensed brands including BEJEWELED 3D, DRAGON’S TEMPLE 3D, DREAMS OF ASIA 3D, AND ALADDIN’S FORTUNE 3D at casino locations in Europe and the United States.
French casino chain Groupe Partouche recently acquired a number of SPHINX 3D games for its locations, citing outstanding innovation and customer engagement as chief reasons for acquisition.
“We have chosen GTECH’s Sphinx 3D machines because they are a true innovation,” Fabrice Paire, general director of Group Partouche, said in a press release. “For our locations, it is the perfect highlight on the slots floor, with lots of potential to create very strong external communication around it. The eye-catching exterior of the AXXIS cabinet, combined with amazing 3D effects, are exactly the kind of product we want to offer our players. We believe that these are the best premium machines.”
As interactive gaming machines continue to spread across the world, GTECH is encouraged by the positive feedback that this new kind of customer experience has solicited.
“Players are enjoying the 3D effects, as they enhance the typical gaming experience and add an extra level of excitement,” Marcel Heutmekers, GTECH, said in a release.