EDITOR’S LETTER

JULIAN PERRY, COO, Editor-in-Chief

When you consider the fluidity of this industry, the events that have transpired since the last issue of Gaming America paint quite a picture. Since our May/June edition, PointsBet has accepted a $150m bid from Fanatics for its US operations, received a $195m counterbid from DraftKings and then agreed a definitive $225m sale to original bidder, Fanatics.

The Dallas-esque soap opera was quite the headline generator – finally signalling Fanatics' much-anticipated concrete entrance into the sports betting market, watch this space – but an Editor's nightmare in many respects. The Gaming America team, for instance, had an interview with PointsBet Group CEO Sam Swanell primed and ready for print... before the second and third bids had come in. Needless to say, a little adaptation was needed.

And yet some things in gaming never seem to change. Take the themes you see on a slot machine. There are certain symbols and graphics that connote luck and resonate with players: mythological imagery linked with Ancient Greece and Ancient Egypt, the dragons of the Far East, particular animals, specific fruits. The list goes on.

In this issue's cover feature, that is exactly what we explore; what makes players tick and how have companies used that in their slot designs? We hear from renowned industry experts at Light & Wonder, Konami Gaming, Eclipse Gaming and Gaming Arts on the past, present and future of slot themes, in what we hope you'll agree is a very in-depth exploration of the Thought Behind The Slot

Elsewhere in this issue, we look back on 10 years of the Global Gaming Awards Las Vegas, ahead of a landmark ceremony in October. The scholarly Oliver Lovat is back to delve into all things Las Vegas in his inimitable way. Meanwhile, the National Indian Gaming Commission is another returning contributor, while the Duane Morris team examines the particularities of Florida's skill gaming legalities.

Finally, in our Viewpoints section, we hear from three casino management system experts, and also speak with Chairman of the Oklahoma Indian Gaming Association (OIGA), Matthew Morgan. With the OIGA tradeshow upcoming, all eyes will at first turn to Oklahoma – before the industry at large starts to focus on G2E Las Vegas. Blink and you'll miss it: we'll all be in Nevada before you know it.

Editor-in-Chief Julian Perry

08

Formula 1 Billion

The F1 Heineken Silver Las Vegas Grand Prix will provide a massive drive for the city’s economy.

10

How Online Poker Operates In Different States

We explore the details of the US online poker scene, which varies across just a handful of states.

12

TEN OF DIAMONDS

Gaming America looks back through the years of the Global Gaming Awards ahead of its 10th anniversary, with Julian Perry and Mariya Savova.

14

SPORTS BETTING ANALYSIS: WHO’S BETTING AND HOW MUCH?

A look at figures and projections from Morgan Stanley Research, with surveys surrounding sports betting and its effects on sports, media and their intersection.

16

Are Two Listings Better Than

ONE?

Flutter Entertainment, Light & Wonder CEO

Matt Wilson and Founding Partner & President of Innovation Capital Matt Sodl all discuss capitalizing on new markets with an additional public listing.

22 THE THOUGHT BEHIND THE SLOT

Gaming America speaks to executives and designers from Konami Gaming, Light & Wonder, Eclipse Gaming and Gaming Arts, about how and why slot games become successful.

28 ‘THE BIGGEST LITTLE SHOW’ RETURNS: OIGA CONFERENCE AND TRADE SHOW PREVIEW

Gaming America looks ahead to the 2023 edition of The Oklahoma Indian Gaming Association Conference and Trade Show.

32 FBM’S US JOURNEY

Renato Almeida, Director at FBM, discusses expansion within the US and plans for the upcoming OIGA conference.

34 The Engagement Zone

Four experts in the fields of sports betting and sports data discuss the evolution of betting ponsorships in a Sportradar webinar.

36

FLORIDA'S GRAY MARKET: THE SUPPRESSION OF ILLEGAL SLOT MACHINES

James A. Lewis practices gaming law at Duane Morris LLP, and analyzes the Sunshine State's new regulatory dynamic concerning the proliferation of slot machines.

38 THERE WILL BE TRIBAL AHEAD

Denstone Group CEO, Oliver Lovat, delves into the history of Native American Tribes as casino operators, and why this history has largely been outside Las Vegas – so far.

42 THE GROWING POPULARITY OF UFC BETTING

Gaming America speaks with Lawrence Epstein of the UFC and Ali Schempp, SVP and Head of Business Development of US Integrity, about the rise of interest in UFC betting.

44 SELF-EXCLUSION: DOES IT TRULY WORK?

We investigate with the NCPG's Keith Whyte.

48 DOING BUSINESS IN INDIAN COUNTRY

Rea L. Cisneros, NIGC Acting General Counsel, explains the processes and uses behind a declination letter in Tribal gaming.

50 THE BRIDGE BETWEEN TWO PARTIES

What has made gambling, and in particular sports betting, the one issue that has garnered bipartisan support?

54 AI IN THE GAMING INDUSTRY: OPPORTUNITIES AND CHALLENGES

Jun Kawasaki, CEO of MetaX Global, writes about how AI has transformed both our physical and virtual worlds.

56 VIEWPOINTS

Gaming America speaks to Brian Montano (Certus Gaming USA), Brooke Fiumara (OPTX) and Jeff Baldi (CasinoTrac).

62 PRODUCT REVIEWS

Gaming America looks at suppliers' newest land-based slots, available across the country.

62 the event. The Wynn Las Vegas was fully booked for November 15-19 by early June; The Venetian’s website also already had November 16-18 marked as unavailable before the summer even started. Rooms at Caesars Palace cost over $500 more a night for Grand Prix weekend than for bookings either the weekend before or after the event. Most hotel rooms will set any Vegas visitor back a grand a night – and not necessarily the MGM kind.

Entertainers Major Lazer, J Balvin and Mark Ronson are set to headline the T-Mobile Zone at Formula 1’s Sphere Stage, while performers from resident Vegas acts Cirque du Soleil and The Blue Man Group will also be seen both onstage and in fan zones. The Grand Prix will also feature an opening ceremony on the Heineken Silver Stage, with a lineup that has yet to be announced.

Fallon Porter, Communications Manager Formula 1 Las Vegas Grand Prix, told Gaming America that the scale and success of the event is what F1 has been banking (its turns) on. “Liberty Media acquired Formula 1 in 2017 with a belief in the significant growth potential for the sport, especially in the US. Las Vegas has quickly evolved into a top sports destination. In the last five years, the city has added four professional sports teams and has shown a demand for sporting events by consistently filling up arenas and stadiums. With a new, exciting track taking over the iconic Las Vegas Strip and elevated hospitality experiences, we believe we are building an exciting sporting moment that fans will love for years to come. Las Vegas is no stranger to putting on a show, and we expect the event to be a huge spectacle.”

Economic impact won’t be booming just from the grand spending of attendees at grandstands, hotels, fan zones and stages, however. The physical landscape of Las Vegas and its iconic Strip will be fundamentally changed to suit drivers on track, while developments in the economic landscape extend to drivers who aren’t even competing in the race. The Las Vegas Review Journal reported that the Las Vegas Grand Prix circuit, and its related upgrades and infrastructure renovations, will cost an estimated $80m. Clark County Commissioners voted on June 6 to negotiate with F1 regarding its request for a contribution of $40m in public funds. The vote narrowly passed 4-3. A privately funded repaving project actually began in April for the much-anticipated November event. Public roads will comprise a large part of the Grand Prix’s racetrack, including Las Vegas Boulevard, Harmon Avenue and Sands Avenue. Liberty Media is funding these works, with final paving occurring from mid-July to mid-September.

Raised taxi rates in Las Vegas may also contribute to a vehicle-based economic boom. The ‘drop rate,’ which all taxis charge as a passenger enters the car, is said to increase from $3.50 to $5.25. Fare structures were approved at a meeting of the Taxicab Authority in June, and said to be commensurate with inflation. Meters and rate cards will need to be updated to reflect the price changes, and there’s no current deadline set for when this will be completed, though November is a possibility.

Price increases will help to pay drivers more during heavy traffic and unusual hours, as well as surge during special events occurring in the area, such as the Las Vegas Grand Prix. This model, based on a system already in place by Uber and Lyft, will encourage more drivers to work during busy times and take more passenger fares. It’s hard to say who may end up doing more laps of Vegas during the busy weekend…

The Las Vegas Grand Prix has already brought in hundreds of millions of dollars before the laps have even begun. Though it’s still speculative to predict how fast that spending will take effect on the Vegas economy, we’re guessing it could be at least 200mph.