WMS Gaming
Bluebird™ Upright Slot Machine

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Cesaroni Design joined the WMS Gaming product development team to create this new slot machine for the gaming industry. This gaming product design was recognized by the American Gaming Summit. This is the most prestigious honor bestowed in the gaming business.

The distinctive form language met the fine set of casino security product requirements. The new product retains a historic look to integrate into classic casino environments. This design is more approachable than competitive boxy and angular designs. Soft contours attract players to the machine.

Cesaroni Design's new product design team conducted a human factors study. This study revealed that a player's sightline to the display and motion range to controls is similar to a computer monitor and keyboard. As a result the project team elected to model the new product design to a computer workstation.

The designers lowered the keypad and moved the coin tray inward for knee clearance. This design strategy significantly improved user comfort and posture when playing in a seated position.

Shifting internal mechanical components also made for ease of service. Casino employees follow strict procedures for opening the machines. Current machines require parts to be disassembled in order to access interior areas. The project team divided the front door in half. This improved the access to the three levels of internal components without disassembling the machine.

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