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

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


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.



Grayson, K. and Freeman, E. (2017), "Royal Reels: Enhancing the Customer Experience for Slot Machines and Beyond", Kellogg School of Management Cases.

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