“Nothing is good unless it can be sold.”

Such is the mantra of a marketing guru. Mick Roemer has lived those words throughout a productive sales and marketing career. The ride has placed the Reno native in companies like IGT, Bally Technologies in Las Vegas, Powerhouse/VLC and his own consulting company. Roemer evolved along with the gaming cycles of boom, turbulence, steady growth and resurgence.

He now heads the sales force of Multimedia Games in Austin, Texas. Roemer had been a consultant with the company until being hired as senior vice president of sales to enhance Multimedia Games’ influence in the Class III and Class II gaming facilities, which are primarily in Native American markets. Roemer views this economically challenged gaming market as any other cycle. It has a beginning and end, but the sales effort playing into it must be consistent. A great product means nothing until someone buys it.

“Regardless of whether it’s a tough financial time or a good one, the slot machine market is always in transition,” he said. “There is always some different technology coming into play. You need to be creative. You are working with great teams, getting them focused on something coming up, and then you have what you believe are groundbreaking, innovative products. The process can take nine to 24 months, sometimes longer, so whatever market you are in, you have to stay focused.”

Roemer’s breakthroughs occurred as slot players demanded variety. Some of his top achievements unfolded during the Vegas era, when he was senior vice president of sales, marketing and product development for Bally Technologies. Roemer helped pioneer the advent of Alpha Elite 5 Reel Stepper, Millionaire 7’s, Game King, Monte Carlo, the S 900 multi-reel spinner and numerous other innovations. They addressed the appetite of consumers, who wanted more theme-based machines over the proverbial cherries, lemons and 7s.

The ascent of multiple games helped Bally surge from less than 9,000 units shipped in 2000 to 22,000 by 2007.

“It’s been great to be part of the evolution in this entire industry,” Roemer said. “The projects have been fun and challenging. They helped change the landscape of gaming, not just for me, but for the teams I have been part of. It’s been a fun ride.”

Technology came along for that ride. Innovations like ticket-in, ticket out (TITO) printing increased the amount of play and casino profit. The revolution in technology ultimately led to more of the coinless machines. The products Roemer has pioneered, developed and sold have benefited both patrons and casino operators.

“It’s quite an interesting process,” Roemer said. “You develop a product based on your previous successes and what you think the market is demanding. You go out and talk to customers. You know what’s working and what’s not working, and you communicate that back to the organization. You produce it, watch it come along and then you have to sell it, get it placed on the casino floor. When that all happens, it’s exciting.”

One “yes” from a casino operator may produce thousands of units sold. That’s particularly relevant for Multimedia Games, which supplies systems content and gaming units to the market.

Roemer believes Sport of Kings, an innovative game centered around horse racing, will produce dividends.

“It’s a community horse racing machine,” he said, enthusiasm building in his voice. “By playing the machine, you are able to collect tickets and then bet on one of eight horses in a race. The races go off every seven or eight minutes.

“Once you win a ticket, you can select one of the eight horses or even more if you have more than one ticket. You get to watch this race run in 3D on a big screen. It’s animated. The graphics are absolutely beautiful. Everybody is a winner, even if you come in eighth place.”

The business turned Roemer in several directions, and also connected him to his former life. He was a pianist until he was 32, good enough to back up the Platters and work with 12-time Grammy winner Ray Charles. After entering the gaming industry, Roemer thought he would eventually return to music.

He did, sort of, by reconnecting with Charles. In 2001, Bally, through Alliance Gaming, developed three games with Charles’ voice and likeness involved—America The Beautiful, What I’d Pay (a catchy reminder of Charles’ “What I Say”) and Ray’s Jukebox. The games had an audio-assist feature and Braille button deck to aid visually impaired players.

“We sent the games to his studio in Los Angles,” Roemer said. “It was an unbelievable experience for me. He was a great guy, extremely open and friendly, free with his time. He sang ‘Happy Birthday’ to my mom on her 80th birthday. It was awesome.”

By Dave Bontempo

Casino Connection Sports Editor Dave Bontempo is an award-winning sports writer and broadcaster who calls boxing matches all over the world. He has covered the Philadelphia Flyers in the playoffs, as well as numerous PGA, LPGA and Seniors Golf Tour events, and co-hosted the Casino Connection television program with Publisher Roger Gros.