How EKG Data Helps Casinos Choose Top-Performing Games

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How EKG Turns Global Game Performance Data Into Practical Industry Insights

EKG, short for Eilers and Krechek, is a market research firm focused on gaming. Its logo frequently appears on LinkedIn charts highlighting suppliers, games, cabinets, and operators.

The company manages what it describes as the world’s largest repository of game performance data, tracking 650,000 machines globally. The database began in 2018 with approximately 30,000 to 40,000 machines and an initial focus on the United States. It has since expanded across different US markets, Class II gaming, Canada, Europe, Eastern Europe, and Latin America.

EKG’s goal is to standardize game performance and provide an objective third-party view of which games are performing well, what attracts players, and which mechanics resonate with them. The firm works closely with operators and vendors to collect and standardize performance data each month.

Its primary monthly publication is the game performance report, which compares new and existing games, scores their performance, and identifies what is resonating with players. With hundreds of games released each year and limited budgets and floor space, operators can use the report to evaluate which products they may want to purchase.

The research also gives operators data to weigh against vendor anecdotes. It can help them decide whether they want more of a particular game, whether to avoid another, or whether a successful product is missing from their floor. The report can also serve as a buyer’s catalog, allowing operators to follow up on games they saw at G2E or IA and assess how those products are performing.

The service is complimentary for participating operators. In exchange, operators provide a monthly snapshot that includes a list of games and selected performance ratios. EKG does not request sensitive information such as actual wins. Operators receive reports covering games, cabinets, electronic table games, mechanics, and broader market trends.

Vendors often want to know how the reports can improve their product roadmaps, help them create better games, and identify mechanics or trends that appeal to players. Operators are more focused on using the information to deliver products their players want. For both groups, EKG aims to present its findings in a clear, digestible, and practical format.

Feedback is mainly positive, although games do not always perform as well as vendors expect. A game can take one or two years to develop, making a top-25 appearance rewarding and a missed ranking disappointing. With so many games entering the market, however, strong performers ultimately rise to the top.