Getting Cozy with Gary Platt Manufacturing – Casino Journal April 2017 Issue

Getting Cozy with Gary Platt Manufacturing – Casino Journal April 2017 Issue

Written by Joan Mantini, Associate Editor at Casino Journal.

Gary Platt Manufacturing LLC has been in the casino seating business since 1996, and today they produce seating exclusively for casinos including slots, table games, poker, bar-top and bingo.

The company was founded on the concept that a high quality more comfortable chair would increase player’s time on device. By specializing in casino seating, Gary Platt has become one of the recognized leaders in performance seating by casino customers and casino management. The company features a very robust and creative product development team that is willing to work with casinos and designers to help them realize their vision.

Casino Journal Associate Editor Joan Mantini recently touched base with Skip Davis, president of Gary Platt Manufacturing, to discuss their focus on social seating for the casino floor and company plans for 2017. Below are some excerpts from that conversation:

What role does social spaces and seating play in your product development?

Davis: To date, our focus on social seating for the casino floor has been primarily centered on custom designed creations, such as benches and sound chairs. Off the casino floor, our operator partners have been utilizing our bar and other type seating for their social space. We anticipate our customers will have increasing interest in this area as they reach out to new demographics, and our design teams are continually conducting research in this area.

In recent years, what are some of the things you have learned and integrated into your products to help create the look and comfort for the Millennials at casinos?

Davis: We have developed new models that incorporate modern design elements, to give our customers an even greater choice of the look and brand feel they want to project to their Millennial customers and other customer segments. Multi-player benches, sound benches and customized seating options have also been interesting to our customers.

What do you think casino operators are looking for to keep their casino furniture up to date?

Davis: Keeping casino furniture up-to-date is part of a larger question of profitability… as operators, how can we keep our casino up-to-date, profitable and maintaining a high ROI? These factors certainly were a consideration for del Lago, MGM National Harbor and Rivers Casino—three new properties that exclusively chose Gary Platt Products. What we have found in supplying high performance casino seating to customers across North America and around the world is that operators are looking for furniture that will help them improve the financial performance of their casino. This can be interpreted many ways, but primarily means enhancing the experience they create for their players by providing attractive seating with unsurpassed comfort. Our design teams are continually innovating, and our current designs, ergonomically correct seat construction, and chairs that are easy-to-move/re-position are three important factors we take into consideration, based on operator feedback. Our customers also tell us they need durable products that will perform over a long period to improve their ROI. Of course, every operator wants to make a deliberate statement by introducing new and innovative products to their guests, and that includes seating. That’s why we recently introduced new and modern design options, such as our new Monaco model and our Epic base.

What is the importance of seating to the modern, land-based casino environment?

Davis: Our research has proven that quality, comfortable seating is one of the variables that contribute to the success of the modern casino. We all know players gravitate to a particular casino for many reasons, which could include factors such as proximity, service, games, player reward programs, restaurants, social aspects and others. What we know from our two decades of experience in the casino space is a casino’s seating has to be inviting and comfortable. Operators spend an enormous amount of money to get players to games. So once the players are seated at the games, they need and want to be as comfortable as possible. This is true for standard-limit areas as well as high-limit areas, such as the new high-limit area at Rocky Gap, which exclusively chose our chairs.

At Gary Platt, we have scoured the world for the highest quality foam for unsurpassed comfort, and our design teams work extensively with ergonomics experts. That combination helps to ensure our customers’ guests are comfortable, and have an enjoyable experience that they want to extend and enjoy over and over again, never leaving just because their seats are uncomfortable.

Why should casinos care about this?

Davis: An operator’s chair purchase decision will directly influence the overall profitability of the casino. Their players care about the quality, comfort and appearance of the chairs. We’ve proven that with nearly two decades of field experience and research, and it is a logical conclusion. No one reading this article wants to spend an hour or two in an uncomfortable chair or in uncomfortable shoes or in uncomfortable shirt. We are creatures of comfort, so when operators make a conscious decision to provide their guests with a comfortable seat, guests respond by staying and enjoying themselves longer.

What would you say casinos are doing when it comes to integrating social spaces into customer-facing products such as chairs and furniture?

Davis: This has been an interesting trend throughout the hospitality industry. New casinos we have been involved with have deliberately constructed more socially driven spaces into their designs. Established casinos, such as San Manuel and its new Rock & Brews, are creating new social spaces. In each of these cases, the operators chose Gary Platt chairs because of their comfort; after all, a social space is a place to sit, relax and be comfortable.

When it comes to seating and furniture, what are some of the challenges casinos face when trying to create social environments for players? What are you doing to alleviate these challenges?

Davis: Social spaces are designed to be quickly re-configurable depending on the needs of the moment, so one directive we continually hear from our customers is that our chairs must be easily moveable, in addition to durable and comfortable. Another interesting point in the social environment space is we are seeing more bench seating than ever before. Players are enjoying the game together as pairs or in groups, and our customers report to us that our bench seating is proving to be a valuable solution to the way their guests are enjoying the casino today.

What are some of your best-selling products?

Davis: We are very pleased that our newest products have been performing very well with our customers, both at newly opened casinos, such as Del Lago/Kansas Crossing, MGM National Harbor and Rivers Casino, and at casinos with new amenities, such as Rocky Gap and San Manuel. Our new models such as Monaco, Lido, Lido Revo, Sonoma Bench, San Remo, have performed very well for us, as have our new understructures which are designed to adjust the footrest position to improve comfort.

What are your plans for 2017 in terms of development and new products lines?

Davis: We have development efforts working on many levels, including two new products we expect to release later this year. These are ultra-high comfort seats that can be used in any gaming area and that easily translate to non-gaming/social areas, such as lounges and bars. We also have several products being developed today for specific new casino projects that will likely become part of our standard offering once those casinos open. In addition, we are always working on at least one sound chair where we expect to raise the bar and the volume. We also have two new markets that we are entering that have application for casino hotels and conference and multipurpose areas of resort casinos. And then there are the designs we haven’t even thought of yet. That’s one exciting part of our business is our design teams are constantly creating, constantly innovating.

Do you have any new/recent partnerships or business?

Davis: We recently named E-screen Limited our exclusive United Kingdom distributor, and we have distributor arrangements in place with select distributors in key markets worldwide. Additionally, in the very near future, we will be announcing several new business deals and arrangements—some within the gaming industry and some outside of the gaming industry. This all makes it a very exciting time at Gary Platt.

Skip Davis is president of Gary Platt Manufacturing, a Reno-based company that creates and distributes casino seating products to the worldwide gaming industry. He can be reached at

Indian Gaming March 2016 – NIGA New Product and Services Spotlight

Indian Gaming March 2016 – NIGA New Product and Services Spotlight

Reno, NV based Gary Platt Manufacturing is well known throughout the gaming industry for providing chairs that are innovative, ergonomic and fashion forward.

At NIGA 2016, the company will be showcasing their new X2-Tended Play Series, the next generation in comfort and ergonomics, featuring its wildly popular LIDO model. The LIDO was recently installed at Desert Diamond-Glendale, Creek Casino Montgomery, Scarlet Pearl, Soboba, Tulalip, Goldstrike Tunica, and Wild Rose, to name a few.

With the additional ergonomic sculpting and plush seat, the X2-Tended Play Series delivers more comfort to LIDO as well as the company’s Gazelle, Sierra, and Barona models reengineered as the GX2, SX2, BX2. Gary Platt Manufacturing will be introducing new models that take comfort and style to the next level. The company has invested in its future by putting the resources behind research and development efforts to distinguish their products in the market place.

This was clearly evident in their 2015 company performance as its three top-selling chairs all came from the X2 series. The company will also be showcasing its new Epic 4-leg understructure. It has a very fashion-forward style and is the most stable understructure available to casinos today. It is a must see if you are looking to distinguish your casino floor.

Click here for the entire article by Indian Gaming

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Bet Rite – GPM’s Canadian Distributor – featured in CGB article

Bet Rite

Bet Rite – GPM’s Canadian Distributor – featured in CGB article

All of Gary Platt’s representatives are the very best in their respective territory. Bet Rite holds to this standard of excellence in the Canadian market by distributing top quality products and services, exclusively for the gaming industry. Bet Rite was recently featured in Canadian Gaming Business Fall 2015 issue.

Bet Rite, Canadian Gaming Business Company Profile

Bet Rite Inc. is a Canadian owned and operated company focused solely on bringing world class gaming products and services to the Canadian casino market. The management team brings more than 40 years experience in project management, interior slot signage, slot machines, table games, systems hardware, bill validators, progressive products and LCD display solutions to provide customers with well-rounded gaming business solutions.

An authorized registered gaming vendor in every province across Canada, Bet Rite began in 2009 as the brainchild of company founders, President Richard Cone and Chief Operating Officer Billy MacLellan. These two seasoned veterans of the Canadian gaming market saw there was a need for a service-oriented gaming supply company that was focused on and dedicated to the Canadian gaming customer. This led to the bringing together of their respective companies, Progressive Gaming Consulting and Macklyn Casino Services, to form Bet Rite Inc.

“The thing that has allowed us to grow from a relatively new entrant as a company in the Canadian gaming market is that our focus is purely on the Canadian marketplace and our understanding of the uniqueness of the Canadian marketplace,” says Cone. “It is different than the U.S. and it is different than in other parts of the world because of the nature of the regulatory environment and the level of government operation that the law requires. That understanding and that experience, coupled with the service focus — that we also service what we sell and distribute — is really the foundation of our success. We’ve taken the company from a relatively small size to a tremendous amount of revenue and growth for all of our sales partners in a fairly rapid fashion because of these reasons.”

Building solid partnerships

Bet Rite is the Canadian distributor and service provider for: Crane Payment Innovations bill validators; Transact ticket printers; Ortiz Gaming electronic bingo; Interblock electronic table games; KGM Gaming casino signage, slot bases and pit stands; Gary Platt seating; 3M touch screens; Mappedin interactive touchscreen directories; and Flexible EL signs.

Bet Rite’s product partners are considered “best of breed” in their respective categories. The company provides customers with a single-vendor approach offering multiple product lines and services to meet the needs and challenges in the Canadian market.

“With the consolidation of the industry in terms of some of the manufacturing on the OEM side, there are some newer companies springing up that are looking for entry into the Canadian marketplace,” says Cone. “There are also some new technological innovations and products that are helping to fuel that. We see that there are some real opportunities with some of these newer players in Canada and to be able to help them best display some of the products and get them to market in the fastest and most successful way.”

Focused on service

Cone says that at Bet Rite, customers receive the kind of quality and service they expect from an industry leader. The company is always evolving as the needs of its customers change and as new opportunities are created in the market. Cone and MacLellan say they have made it the company’s responsibility to know their customer and their business.

“The biggest challenge is probably that the market has really entered its maturity phase in Canada,” explains Cone. “There are not a lot of new properties that are opening or being built so the market is not expanding as rapidly as it did throughout the prior 15 or 20 years. Obviously it’s harder for everyone to grow the business. Those are some of the challenges that some of our partners and customers face as well: How are we going to attract a new generation of gamer and how are we going to get more efficiency out of the market and out of the products and operations? That’s where we feel our knowledge and expertise helps both our partners on the supply side and our customers and Canadian gaming operators.”

Training and support

Bet Rite provides all service including installation, training, and maintenance. Their technical teams are fully trained on each of the products, providing customers with fast and reliable support. In addition to the Bet Rite technical team, the service team from Macklyn Casino Services has been working with Canadian casinos since April 2007 and continues to provide the same convenient, quality services that have made them a leader in the casino signage service industry.

“We want to continue to expand our partnerships,” says Cone. “Our business model is really based on having a best of breed in each of the product categories of offerings in gaming. Whether the seating or signage or slot games or other products, we like to partner with the best and try to be a full-service supplier. We’d like to continue that expansion into other product categories and other partnerships that we’re exploring. We believe that is the future for Bet Rite, that’s where the growth is going to be and where we add value and efficiency to the marketplace.”

Share company vision

The company’s “service-first” philosophy is emphatically shared by MacLellan, who has dedicated much of his career to formulating such a vision.

“Previously, we all worked for different gaming companies,” says MacLellan. “The larger companies from the U.S. or different jurisdictions usually are all about the sale. Once the sale happens, then that’s it. What we’d like to focus on is not only the sale but taking care of everybody after the sale. We feel that’s what brings customers back each time. We pride ourselves in providing custom solutions. Even if it is something that we don’t usually do but is something they need, we’ll actually go out and either source it or have it made.”

Cone echoes MacLellan’s sentiments, adding that as a custom solutions provider, Bet Rite is able to integrate their own strengths with those of their partners in order to better serve the Canadian gaming industry.

“I spent the first half of my career in the industry on the customer side,” says Cone. “Being able to transition and take that expertise and knowledge and to use that to provide better service from the vendor community back to the Canadian customer is the thing that I feel very proud of and most excited by.”

For more information, visit

Find more information on the Canadian Gaming Industry at the Canadian Gaming Business Website.

Chairs to Remember – an article from the Casino Journal’s Post G2E Issue 2015

Chairs to Remember – an article from the Casino Journal’s Post G2E Issue 2015

If a modern cabinet is the primary hardware need of a slot game, a comfortable chair would be a close second. Provide a secondhand piece of furniture to even the best slot machine, and chances are the customer will walk away no matter how enticing the game is.

Reno, Nev.-based Gary Platt Manufacturing is well known throughout the gaming industry for providing chairs that are innovative, ergonomic and fashion forward. At G2E 2015, the company showcased their new X2-Tended Play Series, bringing the concept to its popular LIDO line of chairs under the moniker LIDO X2. With the additional ergonomic sculpting and plush seat, the X2-Tended Play Series delivers more comfort to LIDO as well as the company’s GX2, SX2, BX2 product lines; which increases player satisfaction and translates into longer playtime.

“Our three top-selling chairs all come from the X2 series,” said Ed Abadie, seating design engineer for Gary Platt. “That is because we focus on the ergonomics. The chairs have specially designed back bars for support and broader seats for greater comfort. Our philosophy to make chairs with unsurpassed comfort and the craftsmanship is there as well; our latest chairs feature new curves and details like double-stitching.”

Indeed, according to company literature, every Gary Platt chair is handcrafted to enhance the casinos interior themes while being engineered for durability and unsurpassed comfort.

“We are introducing new models that have taken comfort and style to the next level,” added Skip Davis, president of Gary Platt. “We have invested in our future by putting the resources behind our research and development efforts to distinguish our products in the market place. This was clearly evident in our first nine months results for 2015. The evolution of the casino chair will continue in 2016 and we couldn’t be more excited about the future.”

This combination of evolving product and tested business approach has the company extremely bullish on its future in the casino marketplace.

“This is a very exciting time in the casino seating industry, and in particular, for Gary Platt Manufacturing,” Davis said. “There is a large amount of activity in the casino expansion and casino remodel market to go along with the new construction.  I see more emphasis being placed on specifying and selecting seating that will help promote a better experience for players. This represents a renewed awareness that play is influenced by chair comfort and ergonomics and that has always been our philosophy and the foundation of our company mission.”

To read the entire article on Non-Slot Products and Innovation at G2E, click here

Skip Davis on the Modern Casino Seating Industry in CGB magazine

Casino Seating Industry

Skip Davis on the Modern Casino Seating Industry in CGB magazine

Skip Davis, President of Gary Platt Manufacturing, was featured in a Canadian Gaming Business Magazine article on casino seating trends, developments, and issues. Here is what Mr. Davis said about the modern casino seating industry:

  • What are some of the recent developments in casino seating options?
    • We are seeing design trends that feature and enhance the local theme of casino properties. We often work with operators and design teams to understand their overall vision. Specific colors, upholstery patterns and new innovative finishes all work hand in hand to create a memorable design. As a manufacturing leader of interactive seating, we continuously work closely with game suppliers to offer the latest in sound, lighting, and movement to maximize the customer’s experience.
  • What are the major issues when it comes to designing optimal customer seating?
    • The primary challenge always remains the same for seating manufacturers: To design seating that will be comfortable for the wide variety of customers seated at a specific game. This, along with an endless selection of game cabinets, placement of touch screens and buttons, various heights and widths of table games, all combine to create an opportunity for our team to design and manufacture seating that satisfy the majority of players. Creating the right balance of comfort, serviceability, design and durability has always been extremely important to us.
  • What to do you see as some of the most exciting things on the horizon for the casino seating market?
    • Excitement in many cases is created through our partnerships with slot and game manufacturers. The next new and exciting interactive chair is always in development and ideas are brought to our team regularly. We are recognized as the leader in comfort and innovation, which is why the overwhelming majority of slot manufacturers turn to Gary Platt as a partner. For the casino direct market, we recently introduced the next generation of X-tended Play Seating, the X-2 series. We are widely recognized as the leader in ergonomically designed casino seating and this X-2 series continues and enhances this popular line.
  • What are the biggest challenges when it comes to designing and manufacturing casino seating?
    • Ensuring safety, serviceability and longevity, while maintaining pleasing designs and comfort. Our entire team is dedicated to providing this delicate balance for our customers and it shows by the popularity of our X-tended Play Seating line, interactive seating and our new X-2 line. Our goal remains the same: To satisfy operators/owners, design teams and ultimately the customer, hence the player sitting at the game. If we keep each vital part of this in mind, we are confident we will continue to provide the ultimate casino chair.
  • Which international markets offer the biggest opportunities for business expansion for seating companies and which ones have the biggest competition?
    • In the last several years, we have partnered with some of the finest distributor groups in several international markets including Canada, Europe, South America, Australia and others. We’ve experienced robust growth in every market we have entered and consider all of them a valuable part of our business as we compete for additional market share.

Click here to read the whole article or click here to visit CGB’s website for more gaming news.

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