Case Detail

Case Summary

Royal Reels: Enhancing the Customer Experience for Slot Machines and Beyond

Case Number: 5-312-507, Year Published: 2013, Revision Date: December 13, 2019

HBS Number: KEL723

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Authors: Kent Grayson; Elliot Freeman

Key Concepts

Market Analysis, Marketing, Marketing Strategy, Product Management, R&D


CEO Richard Gedman has suddenly found himself running two separate but potentially related businesses: the slot manufacturing and marketing business that he has been running for years, and a new online and mobile gaming business that has grown incredibly fast over the past couple of years. To sustain success in both businesses, it seems clear that each one will require significant R&D investments. Should he invest in only one, or both?

Learning Objectives

After students analyze the case, they will have a greater appreciation for why successful marketing requires a true understanding of customers and their preferences, rather than (for example) merely examining competitor offerings. They will also have a clearer understanding of how to calculate some of the basic metrics needed to do a marketing analysis (e.g., market share, price per unit) and how these metrics can inform any marketing decisions significantly.

Number of Pages: 17

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United Kingdom

Industry: Gaming; Slot machine manufacturing and marketing

Organization Name: Royal Reels (Fictional)

Organization Size: Medium

Decision Maker Position: CEO

Decision Maker Gender: Male

Year of Case: 2012