Royal Reels: Enhancing the Customer Experience for Slot Machines and Beyond

Case Solution

Elliot Freeman, Kent Grayson
Kellogg School of Management ()

CEO Richard Gedman suddenly found himself running two separate but possibly related businesses: the slot manufacturing and marketing business that he has been running for years and a new mobile and online gaming business that has been amazing in recent years has grown. quickly. To maintain success in both businesses, it seems clear that each will require a significant investment in R&D. Should you invest in just one or both?

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