一名玩家与一种赌场游戏第一互动是看到或听到它的名字。这个名称可以吸引玩家或者让玩家排斥他们。它可以取得积极的情感，增强社区意识，或着唤醒玩家的挑战欲望和负面的经历，在今后这些都有可能发生。由于有些玩家不愿意学习新的桌牌游戏，给予你几句宝贵的话是非常重要的。该名称必须是一个广告语，即：动机是有意义，而经历是难忘的。

　　一个名字的力量是很容易看到的，最常见的21点边注“保险”就是这样。这简直是想象在这样的一个赌注中，如果荷官的的孔卡是一张脸，则是2赔1。赌场优势则是约7.4％，在6甲板游戏中，比许多其他方面的赌注都要高。但是，“大家都知道，你永远不应该采取保险，”他们说。 “保险”这个词唤起的只有消极的情绪和反应，坏事有可能会因此而发生。允许保险的时候，荷官给出了一个ACE是一个任意的限制，增强了负相关关系。更改名称，以“面签账”，让玩家依照它的市场潜力下注。（这也是卡计数的高度脆弱性，因此没有得到任何的想法。）

　　考虑其他的21点投注的命运。如果玩家的前两张牌共9至11或17日至21是自付。另一种支付是与荷官的上卡中头两张牌共19点，如果玩家的共同至21点。这些游戏已经非常成功，当其他的游戏已经在赌场中被冷落了十来年。它们之间最显著的的区别是他们的名字：“2至6”和“幸运幸运”。其实，在游戏中名称的描述是不要紧的，玩家要玩“幸运幸运”，只是因为他们想成为幸运中的幸运儿。（其他游戏在其名称中的数字也一直努力向好的方面靠拢，例如，“运行21、3-5-7扑克”和“6-5-4扑克”。）

　　许多名称，都包含特定的游戏类型：加勒比扑克，缤纷21、“财富”杂志牌九。也有像Baccajack这样的融合游戏类型。（Crapjack已经被使用；然而，“Blackoulette”和“Roulecraps”都在等待运用）这其中与现有的游戏开发的玩家有着复杂的信任关系。如果有新的游戏东西，他们可能很想了解，并且他们能够快速识别。

　　特异性规则豁免方投注的游戏类型是相对于已知的玩家而言。在这种情况下，有着幻想和诗意的原则指导。我们发现，其中成功的21点投注名称有“投注的设置，皇家匹配”和“幸运女士”。

　　用文字表现的名称可能会导致市场上的挑战。游戏“模丰富”，是使用一个单芯片掷骰子的创新变种，有谁还愿意被提醒随时都会在游戏中输掉？或者谁还想知道更丰富的其他方式？桌上游戏“上牌”和“呐喊扑克”是一类麻木不仁的游戏。我宁愿不被“Pai Gow’d”。“翻牌扑克”游戏可能会告诉你自己可能会赢得的财富。“野生扑克”则需要猜测。“三通”的行动说明的是野生性别，而不是一个赌桌游戏。

　　一个经常使用的命名的策略是希望能找出一些游戏的元素，玩家不喜欢吹嘘，一些新的游戏已被剔除就是一个很好的例子。例如，“Crapless骰子，无胸围21”和“免佣金百家乐”。双重否定还提醒我们需要否定。免佣金的变种EZ百家乐和EZ牌九的成功很清楚这一点（如果你渴望，“简易双骰子游戏”就不复存在）。“换牌21点”和“三21”这些名称的成功，是因为每个都有突出的正面选项，而没有提到的与之相联系的负面状况，例如结余房子边方程。

　　为了获得忠诚度，玩家必须找到一种方法，信任一种新的游戏。信任可以被诱发的方法之一就是给人一种有着深厚历史背景的游戏。许多好名字意味着通过使用而长期存在。加勒比扑克就是一个例子，与西班牙21点和密西西比州梭哈情况类似。从信托基金来说，也通过使用积极的名称的决定。德州Hold'Em游戏的红利和终极得克萨斯州举行了“EM，他们共同的历史，地理和”，表现了奖金“和”终极“的类型。

　　再者就是告诉它，它只是名字。在这一类别中选择一些成功的三卡扑克和四卡扑克。“一卡扑克”的游戏，被称为战争。两证小丑扑克游戏来了又走没什么发展前途。游戏三卡百家乐和三卡21点处于起步阶段。尚未发明的“三卡牌九”似乎直观明显，是那样的疯狂无聊。千万别想“三个骰子掷骰子游戏”或“三零轮盘”，这更令你失望。

　　赌桌上的游戏创新掀起了一个巨大的热潮。创建一个引人注目的名字是发展和选择的过程中最容易被忽视和误解的部分。开发商获取两个词，也许三个。如果它不是一个边注，一家之言可能仅是对游戏类型的描述。其他的则为修饰符或多余词语。对于一场比赛要取得成功的话，这句话已经放出去多年，至少在一个市场环境中已经有很大的影响。有时，一个绝妙的主意就仅是简单的几句话就足以决定成败。

　　译文

　　What’s in a name?

　　The first interaction a player has with a casino game is seeing or hearing its name. The name can lure players or repel them. It can strike positive emotional chords and give a sense of community or remind players of the challenges and negative experiences that most likely lie ahead. Given the reluctance of players to learn new table games, the duties those precious few words serve is immense. The name must be an advertising slogan: meaningful, motivational and memorable.

　　The power of a name is easily seen by looking at the most common blackjack side bet — “insurance”。 This is simply a wager that pays 2-to-1 if the dealer’s hole card is a face. The house advantage is about 7.4 percent in a six-deck game, much less than many other side bets. But “Everyone knows you should never take insurance,” as they say. The word “insurance” evokes only negative emotions and reactions; something bad is likely to happen. Allowing insurance only when the dealer shows an ace is an arbitrary limitation that enhances the negative correlation. By changing the name to “Face Card Bonus” and letting players make the wager every hand, it has market potential. （It is also highly vulnerability to card-counting so don’t get any ideas.）

　　Consider the fate of two other blackjack side bets. One pays if the player’s first two cards total nine to 11 or 17 to 21. The other one pays if the player’s first two cards together with the dealer’s up-card total 19 to 21. One of these games has been highly successful, the other has languished in a single casino for almost a decade. The most significant difference between them is their names:  “2 through 6” and “Lucky Lucky”。 It doesn’t matter which name describes which game, players want to play “Lucky Lucky” because they want to be lucky-lucky. （Other games with numbers in their names have struggled as well, for example, “2 Run 21, 3-5-7 Poker” and “6-5-4 Poker”。）

　　Many names include the specific game type: Caribbean Stud, Super Fun 21 and Fortune Pai Gow. Fusion games like Baccajack combine types. （Too late, Crapjack has already been used; however, “Blackoulette” and “Roulecraps” are waiting, untouched.） There are complex trust relationships players have developed with existing games. They should be able to quickly identify if the new game is something they might want to learn.

　　The specificity rule is waived for side bets; the game type is already known to the player. In this case, fantasy and poetic principles are the guide. Among the successful blackjack side bets we find “Bet the Set, Royal Match” and “Lucky Ladies”。

　　Word play in a name can lead to marketing challenges. The game “Die Rich” is an innovative variant of craps using a single die, but who wants to be reminded of death, rich or otherwise? The table games “Up Your Ante” and “Whoop Ass Poker” are anatomically insensitive. I’d rather not be “Pai Gow’d”。 The game “Flop Poker” may be telling its own fortune. “Something’s Wild Poker” has me guessing. “Three Way Action” describes wild sex, not a casino table game.

　　One frequently used naming tactic is to identify some element of a game that players don’t like and boast that the new game has removed that negative. For example, “Crapless Craps, No Bust 21” and “Commission Free Baccarat”。 A double negative still reminds us of the negative. The success of the commission-free variants EZ Baccarat and EZ Pai Gow make this point clear.  （If you’re eager, the game “EZ Craps” does not yet exist.） The names “Blackjack Switch” and “Triple-Up 21” succeed because each highlights a positive option while no mention is made of the accompanying negative that balances the house-edge equation.

　　To gain loyalty, players have to find a way to trust a new game. One way trust can be evoked is by giving a historical context to the game. Many good names imply longevity by using geography. Caribbean Stud is an example, along with Spanish 21 and Mississippi Stud. Trust is also gained through using positive words. The games Texas Hold ’Em Bonus and Ultimate Texas Hold ’Em accentuate their shared history, geography and type with “bonus” and “ultimate”。

　　Then there are the tell-it-like-it-is names. Among the select few successes in this category are Three Card Poker and Four Card Poker. The game of “One Card Poker” is otherwise known as War. The game of Two Card Joker Poker came and went. The games Three Card Baccarat and Three Card Blackjack are in their infancy. The not-yet-invented “Three Card Pai Gow” seems intuitively obvious and insanely boring. Don’t even think about “Three Dice Craps” or “Triple Zero Roulette”。

　　There is a tremendous boom in table game innovation. Creating a compelling name is the most neglected and misunderstood part of the development and selection process. The developer gets two words, maybe three. If it’s not a side bet, one of the words is probably descriptive of the game type. The others are modifiers or extraneous positives. For a game to be successful, these words have to drive play for years in at least one market environment. A brilliant idea can succeed or fail based on just a couple of words.