Amusement devices: games – Including means for processing electronic data – In a chance application
Reexamination Certificate
1999-02-22
2003-04-01
Layno, Benjamin H. (Department: 3711)
Amusement devices: games
Including means for processing electronic data
In a chance application
C273S14300R, C463S025000
Reexamination Certificate
active
06540609
ABSTRACT:
FIELD OF THE INVENTION
The present invention relates to an improved slot machine for casino gambling for improving the commercial communication of the machine in order to display advertising messages/commercial indicia and for dispensing advertising and/or promotional merchandise, or bonus merchandise points redeemable for advertising, commercial or promotional merchandise.
BACKGROUND OF THE INVENTION
In 1995, over 64 million visitors wagered 115 billion dollars in Atlantic City and Las Vegas. The players represent a captive mature audience over 21 years of age. Those who play the slot machines give these their undivided attention for long periods of time.
The art related to the present invention includes U.S. Pat. No. 4,953,895 of Goussios for a dual purpose lottery ticket and boarding pass. However, Goussios '895 describes a transportation validation ticket—i.e., a boarding pass—and is not a device having moving parts, is not a device with lights and sound-making means for attracting potential users, as is a slot machine, and is not used in a casino. In contrast, the present invention applies commercial indicia—i.e., advertising, to mechanical devices having moving parts, i.e., slot machines, in a location and a context, i.e., in a casino, in which it is the very object of the user to gamble and thus impulsively dispose of funds. Such is not the case for the Goussios '895 lottery ticket, which is to be used at airline boarding gates.
The purchasing psychology of a user is very different for the present invention—used in a casino—when compared with the purchasing psychology of a person who is handed an airline boarding pass.
Also to distinguish between Goussios and the present invention, Goussios does not utilize a system for tying use of the invention with accumulation of points redeemable for merchandise, as does the present invention.
Further, Goussios does not provide for the commercial indicia displayed on the Goussios invention to serve to attract the user to actually spend money—which the present invention addresses itself to.
Among additional related art is U.S. Pat. No. 5,555,991 of Hart for a product-supported advertising display and method wherein a packaged product is supported by a display member. U.S. Pat. No. 5,573,501 of Ruscito et al., describes a medical orthotic device which includes an indicia-bearing exterior surface layer for display of drawings, insignias or photographs. The purpose of Ruscito et al. '501 is to make children wearing orthotics more comfortable and familiar with their devices by displaying indicia which the children find pleasing.
The related art fails to disclose an apparatus and method directed to exploiting the activity of slot machine wagering for commercial advertising purposes and/or for dispensing of advertising, commercial or promotional merchandise.
OBJECTS OF THE INVENTION
An object of the present invention is to improve a slot machine for casino gambling so as to facilitate the commercial communication of the slot machine in order to display advertising messages/commercial indicia.
It is a further object of the present invention to provide a slot machine capable of dispensing advertising and/or promotional merchandise, or bonus merchandise points redeemable for advertising, commercial or promotional merchandise.
Another object of this invention is to use the various surfaces of slot machines for advertising.
Another object is to substitute product logos for the jackpot and/or pay off symbols of the slot machines.
Still another object is to offer a source of advertising income to the casino.
Another object is to offer players an incentive to use a casino card.
SUMMARY OF THE INVENTION
This invention deals with an apparatus and method directed to exploiting the activity of slot machine wagering for commercial advertising purposes and/or for dispensing of advertising, commercial or promotional merchandise.
Besides offering fascias as an advertising venue, the jackpot and/or pay off symbols themselves are replaced with an advertiser's product identity or logo. While the casino payoffs remain unchanged, the players look for a match of product logos instead of the familiar “7-7-7” or bells or cherries. In this manner, the very act of winning is linked to the product being advertised. Additional incentives for the player as well as the casino are related to this advertising method.
The present invention applies commercial indicia—i.e., advertising, to mechanical devices having moving parts, i.e., slot machines, in a location and a context, i.e., in a casino, in which it is the very object of the user to gamble and thus impulsively dispose of funds.
The present invention is a device having moving parts, with lights and sound-making means for attracting potential users, and is used in a casino. The present invention applies commercial indicia—i.e., advertising, to mechanical devices having moving parts, i.e., slot machines, in a location and a context, i.e., in a casino, in which it is the very object of the user to gamble and thus impulsively dispose of funds.
The purchasing psychology of a user is an important related aspect of the present invention because among the objects of the invention is to increase sales revenue of casinos and commercial advertisers. Gamblers go to casinos knowing that they intend to spend money, and commercially attracting gamblers with visual advertising stimuli is a tangible feature of the present invention, because gamblers are persons with a money-spending mind-set and since generating revenue for advertisers is a component of the present invention.
Furthermore, the present invention utilizes a system for tying use of the invention with accumulation of points redeemable for merchandise.
REFERENCES:
patent: 4573681 (1986-03-01), Okada
patent: 4953895 (1990-09-01), Goussios
patent: 5179517 (1993-01-01), Sarbin et al.
patent: 5373440 (1994-12-01), Cohen et al.
patent: 5555991 (1996-09-01), Hart
patent: 5573501 (1996-11-01), Ruscito et al.
patent: 5951397 (1999-09-01), Dickinson
Slot Machines by Marshall Fey, Liberty Bell Books, pp. 2, 3, 94, 95, 101. 106.156, 157 anf 188, 1994.*
Gasser Chair Company, Inc. advertizement, IGWB, vol. 17, No. 3, p. 53, Mar. 1996.*
Software 2000 advertizement, IGWB, vol. 17, No. 8, p. 41, Aug. 1996.*
132 Declaration of Edward Launzel dated Dec. 31, 1997 directed to unauthorized limited temporary display of images of a manufactured product in Oct. 1995, which was withdrawn upon discovery at the demand of Harley Davison Corporation. The aforesaid display was not a commercially sustainable advertising display because its withdrawal was instantly demanded when Harley Davison discovered it.
Pollack, Judann, “Start-up Seeks To Put Brand Logos On Slots”,Advertising Age, Jul. 21, 1997, one page newspaper article.
Kozlowski, Martin, “New Home For The Camel? Atlantic City Casinos Open A New Ad Medium—The Slot Machine”,Advertising Age, Jul. 28, 1997, one page illustrated editorial cartoon.
Herriot, Stacy, “Power Products—Advertising Opportunity”,Casino Journal, vol. 10, No. 10, Oct. 1997, one page magazine article, superimposed over magazine cover.
Wizard Co., Inc. “Book Avis And Hit The Jackpot”,Travel Weekly, Apr. 28, 1997, p. 3 advertisement.
Photograph of Pyramid Motor Co.—satirical, fictional motor company, Oct. 1997, one photograph showing car in conjunction with second photograph of “Red, White and Blue” slot machine having generic word “car” on reels at Luxor Casino, Las Vegas, Nevada.
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