October2 2015 Infinity Gaming Magazine

InfinityGaming www.gaming-awards.com | Issue OCTOBER 2015

IGA9 JUDGES REVEALED

FRONT COVER - ROGER RAATGEVER WIG NETWORKING EVENT MEL CAMILLERI & KENNY HSI INTERVIEWS

GAMING + ARTICLES + BUSINESS+ GLOBAL+ ONLINE + NEWS+

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OCTOBER 2015

18 THROWAWAY APPS Paul Swaddle

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ROGER RAATGEVER CEO Microgaming

MEL CAMILLERI Customer Service Director – William Hill

Opinion Disclaimer: The views and opinions expressed in all external articles are those of the authors and do not necessarily reflect the official policy or position of The Infinity Gaming Magazine Any content provided by our feature writers or authors are of their opinion, and are not intended to malign any religion, ethic group, club, organization, company, individual or anyone or anything.

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4 Editor Notes Lana welcomes you to the September edition of Infinity Gaming Magazine.

6 Our Writers Meet our feature writers, the superb writers on our rosta.

12 ROGER RAATGEVER CEO of Microgaming

18 THROWAWAY APPS

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Paul Swaddle article

22 FUTURE ONLINE GAMBLING What can we expect?

THREE WEDDINGS & A FUNERAL Christina Thakor-Rankin

28 Mel CAMELLERI William Hill

FUTURE ONLINE GAMBLING What can we expect?

40 THREE WEDDINGS Christina Thakor-Rankin Article

52 WOODS TALK With Kenny Hsi

+ ALL THE LATEST NEWS & Opinions

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A note from the editor CONTACT US Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK Tel: +44(0)1543 478 889 PRODUCTION Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK

It’s Autumn and time for Expo season with Infinity Gaming Magazine

PUBLISHING Infinity Gaming Magazine is operated by © Clever Duck Media Ltd ®

Lana Thompson - Editor

Welcome to the October edition of the Infinity Gaming Magazine and we hope you had a super summer Welcome to the October issue of Infin-

We got some interesting interviews for

ity Gaming Magazine.

you this month + great article by Christina Thakor –Rankin about merger and

Hope you all had a wonderful summer!

acquisitions. As always we thank you our contributing writers for fascinating

As the Industry approaching busiest

opinions.

months in the year and we have to remind you that Nominations for the In-

Enjoy the issue

ternational Gaming Awards will close 18 October. Please send your nomina-

So, “To Infinity and Beyond!”

tions on time. To remind you it is Free to nominate all we ask is to make a do-

Regards,

nation to one of our charities. Please donate generously. Preparation for the

Lana

biggest industry charity event is on the way and we are looking forward welcoming you all to historical and glamorous Savoy Hotel London on 1 February 2016.

INFINITY GAMING

The Editor

Company Reg. No. 687 1018 (Registered in England) V.A.T reg. no 972 6372 91

Sponsorship Opportunities Colin@cleverduckmedia.com Business Partnerships Svetlana@gaming-awards.com Marketing & Advertising claire@cleverduckmedia.com Editorial Content & PR media@cleverduckmedia.com

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OCTOBER 2015

Infinity Gaming Magazine

A magazine is only as good as the content inside and with some of the leading specialists within th prducts, technology and current affairs with the sector the Infinity Gaming Magazine is delighted t

Paul Swaddle A self-confessed ‘gadget geek, Paul Swaddle has been working at the leading edge of mobile technology for the past 15 years. He co-founded Pocket App in 2011 to bring the creative and technical development elements of mobile technology together under one roof. This unique approach continues to differentiate Pocket App in today’s increasingly competitive landscape.

Working across a range of communications disciplines such as acquisition, loyalty, retention and customer development, Paul understands the importance of a strategic and coordinated marketing approach, particularly between on and off-line communications. In the past decade he has enabled brands as diverse as Kellogg’s Fruit Winders, Barclays and Loaded magazine to get the best out of mobile.

JJ Woods Director of Operations founded and set up Atlantic Casino Consultants which consults Worldwide, He is also an expert on the Irish Gaming Market and the impending Casino Legislation. He was born in Ireland but left in the Seventies to live in London and for a career in Banking that lasted nearly four years after which he joined the Casino Industry in London where he trained and has over the last 30 years been involved in the setting up, design, management, and opening of Casinos Worldwide.

JJ is also an Author on Gaming and has written for several magazines, spoken at gaming conferences was selected as a Judge for the World Gaming Industry awards and has appeared on TV and Radio discussing Gaming issues. He can be contacted through the website... www. atlanticcasinoconsultants.com

With over ten years experience in the industry, David Newstead has seen online casino trends come and go.

Primarily involving himself in the affiliate industry, he has quickly gained an appreciation for the demands of this fast paced marketplace. Today, he refines his efforts into expressing his opinions for numerous industry journals. Read more

about his adventures down at www. slotschoice.com.”

JJ Woods

David Newstead

general manager and CEO

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OCTOBER 2015

Contributing Writers

he gaming industry. With specialised articles covering customer service, the gaming law, new to showcase our superb line-up of contributing writers.

Christina Thakor-Rankin Christina is Principal Consultant at 1710 Gaming Ltd, a specialist betting and gaming consultancy, delivering a range of services including licensing and compliance (incl. regulation, money laundering and social responsibility), business start-up, training and strategic re-engineering, project management, research, business analysis and development, to start-ups and established multi-national

operators and providers, gambling regulators, law enforcement and government agencies, media, and specialist interest groups and associations within the sector, in both established and emerging markets across the world. www.1710gaming.com

Liz Karter – Psychotherapist specializing in women and problem gambling iz Karter is a specialist in gambling and women and has worked as a therapist in gambling addiction since 2001. Liz is also author of the book “Women and Problem Gambling” published in March 2013.

In January 2010 having worked with all leading UK problem gambling treatment agencies, and having successfully established the first UK groups for women with gambling addiction, Liz launched Level Ground Therapy. A treatment service in the City of London, Level Ground

specialises in meeting the individual needs of women with gambling addiction.

Throughout her career Liz has been regularly consulted by the media regarding her specialisation and has made frequent national TV and radio broadcasts including This Morning, Radio 4 You and Yours and Women’s Hour and given numerous national newspaper and magazine interviews.

Would you like to feature here?

Infinity Gaming Magazine is always looking for new feature writers, if you have something to say and feel the global gaming industry would be interested then drop us a line and we can explain the benefits of working with a global reaching industry publication.

Fore more details on becoming a feature writer contact Paul Jordan our Editor at madia@cleverduckmedia.com

general manager and CEO

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THE IGA9 JUDGES 01

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Alison Digges – Brand Director Gala Coral Interactive

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Prof. Dietmar Hoscher – Deputy Chariman of the Supervisory Board of Casinos Austria International Holding

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Andrew Love- Executive Chairman of The Ritz Club (Non Voting Chairman of IGA)

Andrew Cammegh- Sales Director Cammegh Limited

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Desmond Lam Ph.D – Associate Professor of Marketing at the University of Macau

Emma Loveday – Head of Marketing for Gaming and Betting at The Sun

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Heikki Rinta-Panttila – International Gaming Consultant

Liz Karter – Psychotherapist specializing in women and problem gambling

Onika Russell – Head of Gambling , Airlines & Travel Strategic Services, PayPal

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Janet Viipola – Executive Coordinator Interactive Gaming Council

Marek Milewski- Operations Manager Casinos Poland

Professor I. Nelson RoseSpeaker & Gaming Law expert

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THE IGA9 JUDGES 13

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Richard Noble – Chief Operating Officer of the Aspers Group

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Roger Raatgever – CEO Microgaming

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Paul Armitage – Operations Director Grosvenor Casinos

Peter Hoetzinger – CoCEO & President, Vice Chairman Century Casinos

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Roger Marris – CEO at The Ritz Club

Stella Dalton – Head of Business Development at GamCare

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Stephanie Cheung – Chief Legal Officer at Melco Crown Entertainment

Tristan Sjoberg –Executive Chairman at TCS John Huxley

TBA - New judge to be announced shortly

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Sylvia Dietz –Vice President Global Gaming Marketing IGT

Vahe Baloulian –CEO BetConstruct

TBA - New judge to be announced shortly

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OCTOBER 2015

Interview with Roger Raatgever

CEO at Microgaming

Roger, many thanks for taking time to speak to us today. You have been in charge of Microgaming since 2001, making you the longestserving CEO in the online gaming world. What’s your secret?

INFINITY GAMING

RR: There’s no secret. You just have to enjoy what you do and work incredibly hard at it. I love the challenge and fast-paced, ever-changing nature of my work. That’s one of the few aspects of being CEO that hasn’t changed in

14years.Ourpeople,ourcompetitiveness, our innovations; I am so proud of what we achieve collectively, and that makes what I do all the more rewarding.

OCTOBER 2015

The longest serving boss in iGaming speaks to Infinity Gaming Magazine

In 2001 the online gaming world was a very different place with only a small pool of suppliers and operators. Are you amazed at the sheer growth of the industry over the last 14 years?

RR: I wouldn’t say I’m amazed by that, no. Microgaming recognised the potential of online gaming back in 1994, so by 2001 we were pretty confident about where the industry was heading even if predicting specific change was next to impossible. Growth was inevitable. We knew that smaller gaming companies and independent developers, many of whom we now work with through Quickfire, would emerge in force. The landscape for operators has evolved in tandem, and it’s absolutely fantastic that players are able to choose from such a vast selection of games, providers and platforms.

But even though we had anticipated and prepared for huge industry growth, comparing where we are now with where we were 14 years ago is still an eye opener for me. We started out with just a handful of operators.

Today we have hundreds. Our team could be counted on one hand when we set up shop on the Isle of Man. Now we have access to a global talent pool of more than 2,500 industry experts.

We’vegonefromofferingamodestselectionofgamestoliterallythousands if we count all variants. Whatever way you look at it, that level of growth is amazing.

Did the online gaming industry give you an easier life then, or do

you prefer the very competitive world it is now?

RR: It’s never been easy. Back then, we were still very much blazing a trail. Everything was new: the industry, technology, markets. We’d been in the business for seven years by 2001, but online gaming was still in its infancy. Player numbers were skyrocketing. It was generally easier for suppliers and operators to carve out a niche for themselves or try something different. While leading the way with game and platform development, we worked tirelessly in those early years to champion player protection and responsible gaming, helping to establish the bedrock of self-governance that has given our industry the chance to flourish amid increasing regulation.

The market today is certainly more complex and competitive than it was.

And we like it that way. We thrive on pressure and love being challenged.

We’re at our best when we’re being

pushed. So as proud as I am that we were involved in shaping our industry early on, I don’t look back. I prefer to focus on where we are now and crucially where we are heading. It’s the challenge of today and promise of tomorrow that excites me.

For our international readers who may not know Microgaming so well, can you please tell us what the company does today and whereabouts in the world it operates?

RR: Microgaming is an award-winning supplier of software to the online gaming industry. We developed the world’s first true online casino back in 1994 and have since grown our product range to include Bingo, Poker, Live Dealer, Sportsbook and Quickfire. Our back office is the most intelligent and powerful in the business. Our progressive jackpot network has paid out nearly half a billion euros. We pioneer on every platform: online, mobile, land-based and wearables. We

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Supplying our products to more than 400 gaming brands worldwide, our reach extends to every inhabited continent.

Microgaming is based on the Isle of Man and has been for a long time.

Many of the world’s largest online gaming firms are based there too.

What makes it such a good place for business?

RR: The Isle of Man has been our home since 2001. It’s a great place to live and bring up a family. We’re able to attract and retain such talented individuals in no small part because of the scenery, security and stability people enjoy here.

I’d like to point out that we don’t merely have a legal presence on the island like some of our competitors; we are very much integrated with the community. Construction of our new headquarters is well under way, we’ve supported local business in numerous ways, and we give plenty back through Microgaming PlayItForward. We’re here for the long term.

Local gaming companies benefit

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from a first-class IT infrastructure, responsive government and rich heritage – let’s not forget that the Isle of Man was one of the first jurisdictions in the world to legislate for online gaming. Considering the commercial and logistic benefits of being here, it’s really no surprise that e-gaming recently surpassed insurance to become the largest single economic sector on the island.

In your opinion, what makes Microgaming a step or two ahead of its competitors?

RR: I’ve said it before and I’ll say it again: our people keep Microgaming at the top. We employ exceptionally talented individuals who all work together to create the strongest product and service available. We are innovators. Being first to market has become the norm for us, and we’re always looking ahead.

We are opportunistic too. Unfettered by budgets and forecasts, we have the capacity to move quickly when an opportunity arrives and the firepower to take full advantage of it.

We are hurtling into the exhibition season. What does Microgaming have up its sleeve? Anything you can tell us?

RR: Our branded ice cream van at the iGaming Super Show in June went down a treat with affiliates.

We always aim to do something fun like that. Right now we’re gearing up for EIG, where we’ll be sponsoring the bar once again. ICE is very much on our minds too – we love making a splash there, having rocked up to the venue with an animatronic dinosaur, Game of Thrones green screen and luxury yacht in recent years. Marketing would eat me alive if I spilled the beans on what we have planned for next year, so all I will say is watch this space!

Microgaming has decided to sponsor the 9th International Gaming Awards as a Gold Sponsor. What made the company decide to sponsor the global awards ceremony for the industry, this year?

OCTOBER 2015

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Interview with Roger Raatgever CEO Microgaming

It’s all about celebrating success.

We’ve sponsored many awards ceremonies over the years and will continue to do so for as long as they recognise outstanding achievement in our industry. Supporting the International Gaming Awards at The Savoy in London on the eve of the biggest gaming show of the year was a no-brainer to be honest.

We’re really looking forward to the evening.

ers have been with us for over 20 years, so when we say we’re always building for the future you will understand what that means to us in this respect. Our commercial relationships are based on a solid foundation of trust, giving us the freedom to plan and act with openness towards common objectives. That level of unity and understanding is more valuable than any industry award.

then, and it just goes to show how we’ve always had an eye on innovation. There’s no hiding from the fact that mobile is continuing to grow at an incredible rate. We give our customers all the tools they need to succeed on this platform, offering the industry’s largest selection of games in multiple languages across thousands of mobile and tablet devices. But we’re equally focused on what’s coming next.

As we all know, an award does not make or break a company but enhances and showcases its success.

The biggest award we know is the loyalty of customers – how does Microgaming achieve this?

The rise of mobile gaming has been phenomenal; indeed, every person on the planet has downloaded 10 apps on average. How important a market is this for Microgaming now and in the future?

RR: That’s an easy one: by working with our customers, not against them. Loyalty is our reward for listening and responding to their needs. For us it’s all about collaboration, sharing success and growing together. Some of our custom-

RR: It’s incredibly important. We recognised the value of mobile long before it became mainstream in our industry; in fact, we developed the world’s first mobile casino slot back in 2004. The Internet was a very different place back

Having introduced autoplay, built-in disconnection insurance, player device messaging and the revolutionary swipe-and-taptouchscreeninterface, we set our sights on wearables. We demoed The Dark Knight Rises™ online slot on the Samsung Galaxy Gear at ICE Totally Gaming and Mobile World Congress early last year. We then took Thunderstruck to market on Android Wear and ported a proof-of-concept real-time sports betting app to Google Glass. We’re basically playing with the latest technology, coming up

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Interview with Roger Raatgever CEO Microgaming On that note, and this is a question we have asked many CEOs over the past few years, what apps do you have on your phone Roger and which is your favourite?

I should mention our superb virtual and augmented reality apps, available on Google Play. Last year we released the industry’s first real-money casino app in the Windows Phone Store, and we’re doing a great job developing for wearable devices.

Which apps do I use? I won’t name names, but I have many of the leading travel, sports and health apps installed on my phone. Travel because I’m always on the move and sports to keep in touch with the latest scores and developments. I like to stay as fit as possible, and I’m planning to complete an Ironman event next year, so health apps are especially important to me right now.

But I have to say, nothing beats my Fitbit at the moment – absolutely love it!

Before we let you go Roger, how do you see the company progressing over the next few years? Could the ever popular merger be on the cards?

RR: That’s certainly the hot topic at present. We’re watching developments with great interest, and of course anything is possible,

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but we believe so strongly in organic growth that M&A is a distraction we can do without. We’ve nurtured an entrepreneurial culture at Microgaming, so if we need to extend our reach or change our focus, we have the people and resources to do it ourselves. We don’t seek out short-term gains. We don’t dance to the City’s tune. And why risk upsetting the applecart when we are confident we have chosen the right path?

As has always been our way, we are laying sensible foundations for long-term growth by increasing our talent pool, extending and improving our product range, venturing into new markets, innovat-

ing with new technologies and looking after our customers, new and old. But of course we think on our feet no matter how far we plan ahead, and we’re agile enough to make a move if the right opportunity presents itself.

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OCTOBER 2015

The rise of the ‘throwaway’ app

By Paul Swaddle - CEO Pocket App

W

ithover two million mobile apps available on iOS and android, and with these numbers rising all the time, the stark reality is that only apps with quality content and an exceptional customer experience will have any chance of being installed. Whilst the proliferation of smartphones has certainly fueled rapid demand for more and more mobile apps, today too many consumers view apps as ‘throwaway’ accessories when it comes to the software on their handsets. In fact

according to recent research by helpshift blog, you only have a moment to make a good impression with your mobile apps, as 80% are deleted after just one use.

noted that they regularly delete apps within three months of downloading them. All of these statistics leave software on mobile devices looking pretty disposable.

I’m not surprised by this statistic, in fact I was reading a piece of research last week in IT Pro Portal conducted by web hosting company 34SP.com, which surveyed 1000 UK mobile users and found that two in five said they deleted apps from their smartphone “often”. One in five even

A major factor behind these statistics is the storage constraints of mobiles, especially on cheaper devices with small amounts of on-board memory.

However, as an app developer, what I do find surprising is that I see so many businesses investing a lot of time, resources and money into creating innovative apps for their customers, in the hope of hooking them for the long-term, and then the app fails almost immediately.

So why is this?

In my experience, it all comes down to the quality of the app, ease of use, the consumer experience and its usefulness.

According to Helpshift, the number one reason users delete apps is if they display an error or crash when downloading. Other reasons apps are deleted is that they either don’t launch or are slow to launch, or quite simply because they don’t function as expected. Also as I said earlier, it’s not

THROWAWAY APPS?

uncommon for users to hit storage capacity on their phones and apps are often the first thing to go before music, videos, or photos.

So if you are about to embark on the development of a new app, how do you ensure it is future-proof? Here are my top tips:

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OCTOBER 2015

Paul Swaddle is CEO of Pocket App a leading design company in the App Construction world

Here are my top tips: 1. Make sure you’ve done complete testing Clearly technical issues are the number one reason why apps get deleted. Users are unforgiving when it comes to apps that have bugs, crashes or a slow response time. Therefore ensure that by the time you submit your app to the app store, you’ve done complete testing at your end as well as through a set of signed up Beta users who can give feedback across use cases.

2.

Is your app valuable to the consumer?

How you communicate the value that your app offers the user makes a huge difference to whether consumers continue to use the app or delete it. When consumers are looking for a solution to a specific problem, ensure you have the right keywords for app discovery. Once you’ve got their attention, clearly state the app’s value proposition up front in the description or the sub-text in the app name. The more clearly you can state how a person can use your app to solve their problem, the longer your app is likely to stay in the user’s phone.

3. Is it easy to use?

Poor UX will confuse the consumer, therefore user experience and interface design is key to the value of the app. If a user finds the navigation confusing and cannot get to the gratification quickly, they’re likely to simply delete your app.

UI and UX are not just about how the app looks, but also about how easy it is for the users to quickly get their problems resolved through your app. A good UX is a factor of how well you understand the user’s problem that you intend to solve and also evidence of understanding who your customers are. Equally if with the first version of your app you’re trying to perform too many

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It all comes down to the quality of the app, ease of

The rise of the ‘throwaway’ app

use, the consumer experience and its usefulness.

According to Helpshift, the number one reason users delete apps is if they display an error or crash when downloading. Other reasons apps are deleted is that they either don’t launch or are slow. functions within the same app, you won’t build a strong value proposition for your customers. The best apps are those that do one thing really well. Of course, over a period of time and with regular customer feedback the scope of features may increase, but keep it simple at launch.ever closer together so too do the dual concerns around those players in both camps who are unable to manage their play.

If skill is to successfully unite the worlds of gambling and gaming - it must also work in parallel to unite the concepts of responsible gambling and gaming.

perienced it themselves. For a user, the app’s proposition will only work once it’s demonstrated. In this case, helping them get to that point of experience is key. Asking for too much information upfront before you even communicate value can be detrimental to your app’s future engagement with the user. If you must collect a whole lot of information from the user, stagger it at various points in the app where it becomes necessary for a good user experience.

5. Have you incentivised consumers to carry on using your app?

And finally, offering regular perks to those that download your app is a good way of keeping a consumer that isn’t necessarily loyal to a brand engaged, and this will prevent them from deleting your app.

With so many apps hitting the market on a daily basis it is vital that you get your app value proposition and user experience right from the off. This way, you won’t produce a ‘throwaway’ app and you can make sure your app is not part of the 80% stat that I quoted in the first paragraph!

4. Don’t ask for too much information upfront

6. Wide Compatibility

Oftentimes, it’s challenging to communicate the complete value of a mobile app until the user has ex-

The number of different devices capable of downloading apps is constantly growing, and so a successful

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app is one that is compatible with as many of the most widely used devices as possible. It will do you no good to develop an app that functions only on an Android device, as this halves your potential audience. The wider known your app is, the more successful it will be, and the best way to raise its profile is to make the app available to the widest audience possible.

This does make development slightly trickier. The Android market is very fragmented, posing a particular challenge, and orchestrating regular OS updates to be compatible with multiple devices will require additional effort, but when the pay-off is a larger following for your app, the extra work is easily worthwhile.

7. Re-engagement With Your Audience The best way to see your app deleted is to assume that the job is done once the user has downloaded it.

Brands like Facebook and Snapchat will regularly send users messages that their app has been upgraded, usually prompting the user to investigate, even if it isn’t an app that they regularly use. By sending regular messages to the user and therefore keeping the app fresh in their mind, you raise its importance above those that are forgotten within a few weeks and stand a better chance of saving it from deletion.

OCTOBER 2015

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OCTOBER 2015

bwin.party deal gets more expensive for GVC

A recent article in a national newspaper

Philip Yea, chairman of bwin.party, said

has cast some doubt over the deal to

at the time of the deal that the board

purchase bwin.party by GVC Holdings

had taken into account “many factors”

However an insider involved in the deal

following the fall in share prices of GVC

of the bid, listing the headline value per

has indicated that the GVC share deal

in the wake of the deal being accepted

share as one of the standout features.

for bwin.party was a fixed rate at the

by board members at bwin.party.

Yea said.

130p per share offer, making the deal “In recommending the offer from GVC,

now more expensive than before for

Previously when the deal was struck

the board has taken into account many

GVC as they will have to make up the

and bwin.party dropped 888 for GVC

factors including, but not limited to,

difference for bwin.party or indeed face

the share price stood at 130p now GVC

the headline value per share and the

the prospect of losing the prize after a

stands at 116p, that equates the same

consideration being offered, the level,

long and arduous battle with 888 over

value as 888 Holdings offered as the

timing and deliverability of the finan-

control of the struggling online gaming

GVC deal centered on the value of their

cial synergies to be generated and the

operator.

shares at 130p.

enlarged group’s growth strategy in an increasingly competitive marketplace,”

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OCTOBER 2015

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Skill based games approved in Nevada

The Nevada Gaming Commission unani-

categories:

chance-based

have been pushing hard for the intro-

mously approved to adopt rules pro-

games, skill games, where a player’s

duction of these new skill based games

moting “innovative, alternative and

abilities largely govern the outcome,

which is hoped will help boost manu-

advanced technology” in casino games.

and hybrid games, where a combination

facturers in the coming decade.

The approval from regulators in Nevada

of skill and chance affect the result.

traditional

will pave the way for skill based gaming machines.

“With these games, a player’s dexterity By allowing the new set of rules ma-

in driving a racecar, their strategic abil-

chine manufacturers hope to attract a

ity in military game or their knowledge

On the new approval on the rules that

new band of players, the younger age

of movie trivia will be the subject of

will control the new innovation which

bracket that have not been engaged in

gaming play,” said attorney Dan Reaser,

was proposed by machine manufactur-

traditional slot machines that use a ran-

who represented the manufacturers’

ers and the Gaming Control Board.

domiser and has no skill based advan-

group. “It may be several people on a

tage to them.

machine or several machines that are

With the introduction of the regulations which will create three distinct game

linked together. It will be a more dyThe Association of Gaming Equipment

namic and social event.”

Macau smoking ban possible 30% decline in revenues Macau casino operators are trying to

$17 packets of cigarettes.

pull the plug on the proposed new bill

So far, they have lost $113 billion in market value after Beijing launched an

banning all smoking from the casino re-

While a blanket ban would be a vic-

anti-corruption crackdown last year. “A

sorts, currently smoking is banned from

tory for public health, businesses in the

full smoking ban will have a disastrous

the mass gaming areas for a year now

special administrative region relying on

impact on Macao and VIP operators,”

but a new bill being proposed would

Chinese mainland high-stakes gamblers

said Kwok Chi-chung, president of Ma-

then ban anyone from smoking within

say it will be another blow to casino

cao’s Association of Gaming & Enter-

the casino areas totally.

operators.

tainment Promoters. “It’s like adding hail to snow.”erators.

The fear is with Macau casinos suffering constant revenue falls over the last year the introduction of a total ban on smoking could add another 30% in loss of total revenues to an industry that has seen $113 billion wiped of its value since the anti-corruption campaign was brought in over a year ago now by Chinese mainland President.

Operators are arguing that this puts them at a huge disadvantage to other regions such as Singapore where gamblers can smoke freely while gambling and even have waitresses bring them

INFINITY GAMING

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GAMING NEWS

OCTOBER 2015

When NOT IF for online poker in California

A

maya Gaming still believe that California who closed their legislative session without making any decision on introducing online poker in the state will one day legalise for online poker, in fact their CEO David Baazov said it is a matter of when not if online poker happens in California.

The company that owns both PokerStars and Full Tile Poker tow of the world’s largest online poker sites strongly believes their strong lobbying in the state will pay off eventually.

With the California legislature closing on the 11th of September for the year many observers called it the death nell for online poker in what most believe would be the biggest market in the US for online poker. However Eric Hollreiser Amaya’s vice-president of corporate communications said, “We see a lot of momentum and it’s really a question of when not if, and obviously we’re hoping that it’s sooner rather than later,” David Baazov the boss of Amaya thinks that the main worries for states like California can be addressed by Amaya saying, “Regulation ensures licence holders have the correct auditing, fraud and fund protection in place to protect consumers and allow strict government over

sight,” “To achieve those objectives it’s important to support and lobby for clarity and regulation that will allow consumers and governments to feel secure in knowing that they’re protected by a legitimate, forward-looking industry.”

PokerStars is also awaiting final clearance in New Jersey to allow it to once again enter the US market there, which is expected to happen as early as October.

NY lawmakers to consider online gambling The Senate Standing Committee on Racing, Gaming and Wagering will today look at possibility of legalising online gambling in the state.

within the state.

Legislation on legalising online gambling is to be reviewed today as the panel look at what obstacles would be presented if it was to go to the state assembly, where many observers say there would be large opposition.

Committee chairman Senator. Jon Bonacic, is a supporter of internet gambling but getting it through the state Assembly faces big obstacles.

Inside the legislation that involves online poker only it is understood covers taxation and also barring under 21’s from taking part in online gambling

Observers say that is it only a matter of time for New York to pass legislation for online gambling, whether this effort will be successful is unlikely but is a step in the right direction many believe.

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26

OCTOBER 2015

What Can We Expect In the Future for online gambling

In the face of rising taxation and stricter

strangers on the other side of the

as the overall global figure came in at an

guidelines, the gaming industry is look-

world has never been more simple and

estimated $417 billion.

ing at ways to attract new customers

straightforward, it seems as though

and secure more business online.

smartphones and tablets will be at the

Of all the world’s major betting regions,

forefront of what lies ahead for online

the UK market was described in a 2014

At the same time, backers and betters

gaming and, if anything, that experience

report by Deloitte as “one of the most

want instantaneous access to their fa-

will only be enhanced.

developed Western markets for remote

vourite games and the ability to have a

betting and gaming due to its size and

flutter with the greatest of ease.

Current state of affairs

maturity.”

This means technology will play a cru-

Despite the fact online channels con-

With a growth rate of 12 per cent, it

cial role in the future of online gaming.

tributed $33.8 billion to the real money

was predicted that the UK market could

Even though visiting a virtual casino

and gaming industry in 2012, this was

reach total consumer expenditure of

to play poker online against complete

only eight per cent of total net revenue

nearly £4.4 billion by 2018. At the heart

INFINITY GAMING

OCTOBER 2015

There are several reasons why smartphones and tablets are becoming a more popular betting option than regular highstreet outlets. Above all else these mobile devices are incredibly convenient and practical, enabling anyone to place bets or play

lar high-street outlets. Above all else

betting shops, but in many respects,

games wherever they

these mobile devices are incredibly

fellow retailers on the high-street have

convenient and practical, enabling any-

already recognised and adapted to to-

may be.

one to place bets or play games wher-

day’s increasingly online world and

ever they may be.

shunned the overheads-heavy business model of the past.

For example, punters no longer need to visit their local betting shop in order to

The future of online gaming

lay money on a specific football score line and wait for it to come through.

The Global Online Gambling & Betting

of this would be sports betting, which

Instead, they can go to the pub, share

Market 2014 predicted that mobile

achieved a gross gambling yield of just

predictions with friends, listen to the

gambling will grow at double-digit rates

over £1.1 billion in 2013 according to

pre-match build-up, and make a more

and reach over 40 per cent of the total

Mintel.

informed decision via their mobile de-

online gambling market by 2018.

vice.

Although most of this activity still took place in betting shops, predictions sug-

But the benefits of gaming on smart-

gested that smartphones and tablets

phones and tablets aren’t just limited to

So, even though desktop-based soft-

would soon take over. In fact, some ana-

sports betting. Operators that develop

ware will continue to have a place in the

lysts went so far as to say mobile bet-

immersive gambling apps or exciting

market, the accessibility and availabil-

ting had reached a tipping point where

card playing games can tempt custom-

ity of mobile applications is what gam-

it started to surpass retail betting.

ers to place bets whenever they have a

blers really want in today’s day and age,

bit of time to spare. The payment infra-

keeping pace with the modern world of

structure of mobile operating systems

instant access and on demand thrills.

The rise of smartphones and tablets

mean that purchases can be made inThere are several reasons why smart-

stantaneously too.

COURTESY from The Economic Voice Ltd

phones and tablets are becoming a more popular betting option than regu-

This could spell the end for traditional

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27

28

OCTOBER 2015

Interview with Mel Camilleri

Customer Service Director – William Hill

The Infinity Gaming Magazine speaks to one of UK Bookmaker William Hill’s leading stars who is making a charge in raising customer services levels even higher for the UK’s leading gambling firm.

Mel thank you for speaking to the Infinity Gaming Magazine, for our international readers can you explain your role at William Hill please?

My time has been spent understanding the gaming sector, working with my peers, understanding my team and understanding what customers need from us. Strategies and tactics that worked

Previously Mel you worked outside the online gambling sector, how have you found the change of sector and the people within the business?

in the past are less effective and require more effort to execute. In an era where

I have loved the change of sector, it’s

I have a very full yet very fulfilling set

service has become a defining factor for

been challenging and a steep learn-

of responsibilities in my role as the Cus-

customers, we need to find the unique

ing curve however an interesting ver-

tomer Service Director for William Hill

balance between delivery of a service,

tical and leading edge. William Hill is

Online.

My role involves setting the

the cost of the delivery and customer

an excellent company to work for not

Customer Service strategy and leading

expectations. A lot of time has been

only the association with a prestigious

and managing a team of people to de-

spent ensuring I have the right team to

brand/organisation but also because

liver exceptional service to our custom-

execute our strategy long term. I be-

William Hill look after their people.

ers.

lieve I have this team in place.

You have been with William Hill now for a couple of years, how has your time currently been at the company?

How challenging is your role with William Hill compared to your previous job?

Most of your career has been involved in the customer care arena, how important do you think that area of work is important to any customer facing industry?

I have an exciting and challenging role with William Hill.

My previous roles

With so many options these days Cus-

have been challenging for different

tomer Service is more important than

vergence between the lottery, gaming,

reasons however I do crave those chal-

ever. I feel my years in the customer

and interactive facets of our business. I

lenges as I want to learn a lot of new

care arena having worked from the

love being able to meet with a customer

things to continually grow and continu-

ground up has provided me with a good

and offer such a broad suite of solutions

ally grow my teams. So the roles I have

appreciation and insight with regards

for their business – products that offer

had have provided these things for me.

to customer changing needs and being

a great return on investment and help

able to adapt to this quickly otherwise

drive revenue and operating efficien-

you are left behind.

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OCTOBER 2015

Mel Camilleri Customer support Director at William Hill celebrating at the recent Women oin Gaming Awards.

What are the biggest mistakes companies make in their customer service outlook?

No matter what channel we serve our

$82 billion by 2017, it is growing faster

customers it needs to be consistent and

and becoming more competitive than

offer an enjoyable and memorable ex-

ever before.

perience.

In simple terms if you do not create a memorable and enjoyable experience that customers love and trust, then you have not offered a distinctive experience.

With the online gambling sector which actually does not interact with customers face to face, what are the challenges to ensure customer care is the highest?

If you are not transforming your busi-

Now you have been in the online business for a couple of years now, is the industry any better or worse than other industries for customer care?

ness to keep up with the changing needs then I would say you are worse off.

I believe regardless of what industry you are in you have to increasingly

I wouldn’t say it is any better or worse.

look for a point of competitive differen-

It is well documented that the games

tiation, for many, it is customer service

industry is experiencing unprecedented

that will enable them to compete suc-

growth. Indeed, with Forbes magazine

cessfully in this fast maturing market.

predicting that the sector will grow to

Moreover, the industry is realizing that

INFINITY GAMING

29

OCTOBER 2015

customer service can be more than just a cost factor; it can be a significant revenue generator.

Of course from a bottom line perspective customer service makes the company no money and costs them, how would you explain to a company how important customer service/satisfaction is and how it does reflect to the companies profits?

in Gaming Awards, was it a surprise to win and was it interesting to meet so many women from different companies in the gambling world?

It was a huge surprise and an absolute honour to have won such a prestigious

that comes from loving the job you do.

Before we let you go Mel, how do you see the future for Customer Care/Service will it be a part of the business that will improve or will it be something that will be sacrificed?

award, an award that sits proudly in my office and one which I hope inspires my

For sure it will be a part of the business

team members. I was amazed by the

that will improve, it’s a key differentia-

many talented women in the gaming in-

tor.

dustry and hope this continues to grow.

I would take it a step further and also

enue generator.

add the importance of employee satisfaction too. Why? Profit and growth are stimulated primarily by customer loyalty. Loyalty comes as a direct result of customer satisfaction. In turn satisfaction is largely influenced by the value of

Creating a customer-centric organisation is a top priority in order to thrive

What did you make of the Women in Gaming Awards and do you support helping women attain their potential in what is one of many male focused industries?

services provided to customers. Value

and differentiate in a fast moving environment. We’ve seen plenty of data that shows that being focused on taking care of customers will put your company ahead of the pack as well as showing how a great customer experience goes

is then created by satisfied, loyal, and

I was honoured to have attended and

a long way toward building a business

productive employees. Employee sat-

thoroughly support and encourage

that lasts, however embedding this sort

isfaction, in turn, results primarily from

women to continue their strong belief

of thinking throughout your company

high-quality support services and poli-

that they are making a difference, their

requires quite a bit of finesse. The belief

cies that enable employees to deliver

ability to turn adversity into learning

in superior service has to be genuine

results to customers.

opportunities. To persist in building re-

and must be a motivating factor for all

lationships with sponsors and others.

our employees and not just the custom-

Willingness to step outside the comfort

er facing ones.

This year you attended and indeed won the “Inspiration of the Year” Award at the 6th Annual Women

INFINITY GAMING

zones and challenge the status quo.

Very importantly is the positive energy

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GAMING NEWS

OCTOBER 2015

Mr Green Sponsors Auction item in Support of charity

C

lever Duck Media is proud to announce that Mr Green – the multi-award award winning online casino operator as a Sponsor for the charity focused – 9th International Gaming Awards Ceremony.

Colin Thompson, organizer of IGA, commented: “We are very happy that such a well known and reputable, multi award winning operator as Mr Green is helping us to raise money for our charities. We will be announcing details of the amazing auction items very soon. Mr Green helped IGA to raise much needed funds for Care International charities via sponsorship and participating in auctions. Over the years we offered some remarkable items to our participants from Tiffanys & Cartier and are looking to surprise you all again on 1 February 2016, thanks to Mr Green’s support.”

The 9th International Gaming Awards annual chic event is taking place in London’s historic venue, the Savoy Hotel in London, on the 1 February 2016. It will unite industry professionals from across the world and allow them to network with talented insiders from across the industry.

The 9th IGA, once again, promises an exquisite line up of sponsors, judges, guests and industry achievers. Following in the footsteps of its previous successful awards, it will be hosting the biggest and best charity event within the gaming industry.

showcase your product to the receptive audience of industry connoisseurs.

International Gaming Awards as always welcomes the most successful operators from around the globe, outstanding leaders and philanthropists.

IGA9 Nominations open The 9th Annual International Gaming Awards (IGA) have announced that the categories and nominations for the 1st February 2016 event are now open and as always free to enter.

Celebrating the very best the global gaming industry has to offer over the last twelve months hosts and organisers Clever Duck Media have added some new categories to the list.

To find out more about the IGA and how to enter go to http://www.gaming-awards.com

The 9TH IGA as always will provide first opportunity to

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33

34

OCTOBER 2015

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INFINITY GAMING

OCTOBER 2015

Playing to Win; Gambling in the AB Social Grade

By Liz Karter

To find out more about Liz Karter and her work visit these links: www.levelgroundtherapy.uk - www.lizkarter.com & Liz Karters Books

D

o you ever nudge up against your doctor at the roulette table on a night out your local casino? The recent Trends in Gambling Behaviour report from the UK Gambling Commission says that that is now more likely than ever with a rise from 50% to just under 54% of gamblers belonging to the AB social grade category .In other words, the most financially well off in society.

Before you start planning to look for your lawyer in the local betting office, it is interesting to note that the Gambling Commission report highlights the rise in AB classes now gambling on Smartphones. In 2008 it was just over 11.8% (1 in 10) and in 2014 it rose to 18.7% (1 in 5) of ABs reporting to be remote gamblers. When I read the findings of the Gambling Commission report I was not surprised, as within my own central London and Sussex practice, where I have historically seen men and women from all walks of life, I too have noticed a significant increase in the wealthy professional classes seeking help for gambling addiction.

What is it then that is making gambling more appealing to the professional and affluent? To answer that question, let us divide gambling into land based and remote, as the two platforms might provide similar

games, but very different experiences.

Whether a woman man, if you are a member of the AB classes, for example a high flyer in the world of business, you are used to living a life jam packed full of adrenalin and the addictive buzz which that creates may not be easy to leave behind at the office. Heading to casino is a way to keep the action pumping after hours. You are likely to be highly competitive and so the anticipation of win replicates the chasing of a business deal. If your high status and being seen as a winner at work is a part of the deal that keeps you in business then the high from a win at the casino table, and having an audience when you win, feels thrilling and reinforces your successful image and self esteem. Women are occupying more AB positions, providing them with an independent, disposable income and gambling advertising making them feel as welcome as the male counterparts to participate in gambling and gaming. The casino no longer belongs exclusively to the aspiring James Bond.

Not everyone within the AB socialgrade craves an audience. People who spend all day dealing on an intense level with other people, such as doctors and lawyers may be desperate for time out and a zone of their own.

Gambling on a Smartphone provides a welcome focus for the frazzled mind with a monetary win sometimes feeling secondary to the gain of escapism which online gambling or gaming provides. The ability to gamble or game online has leapt the social divide, especially for women who now are trying out gambling products that they would not traditionally have accessed. Women from the AB classes who never normally would have entered a bingo hall or adult entertainment centre are now playing bingo and slots online. Many women report to me that having gambling handily available in their home, office and handbag gives them that similar sense of something for themselves, as the woman quoted above spoke of in the casino; a world between business at the office and the equally demanding business of running home, husband and kids’ play dates.

Chasing the win and even chasing loss-

“It is something for me, a nice environment where I am safe as a woman on my own. It is my world.� (AB business woman gaming commenting on her casino gaming)

es when gambling is all part of the fun, but it is very much easier to keep it fun if you do not feel that your self esteem is riding on every roll of the dice.

INFINITY GAMING

35

OCTOBER 2015

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INFINITY GAMING

GAMING NEWS

OCTOBER 2015

37

Caesars Entertainment hit with $9.5 million AML fine PayPal back in US online gambling business

C

aesars Entertainment which is currently in bankruptcy has been fined a total of $9.5 million by Nevada & US regulators for failing to enforce proper anti-money laundering controls at their VIP rooms in Caesars Palace Las Vegas which caters mainly to Chinese high rollers.

The stricken gambling giant agreed to pay out $8 million in civil penalty fines after admitting it had allowed many large gamblers to play at their VIP tables without knowing who they were and where the money had come from. In addition to the $8 million Caesars agreed also to pay $1.5 million civil penalty for violating state laws regarding money laundering practices.

organization is committed to full compliance with the requirements applicable to casinos and to taking effective risk-based measures to prevent and detect money laundering,� adding that Caesars Palace has already made substantial improvements to its anti-moneylaundering program.

The US authorities are aware that while the Chinese government are cracking down on corruption and large gamblers are staying clear of Macau to gamble they would try the US casinos to play in. With Caesars having no presence in Macau their Hong Kong office was cited as a main source for bringing Chinese large gamblers to the US.

A

fter some 13 years from stepping out of the US online gambling payments sector it looks like industry giant PayPal is moving back into online gaming.

When eBay purchased PayPal in 2002 it immediately pulled its presence from the online gambling payments sector in the US but now thirteen years on it has now been introduced again on the Caesars Interactive websites in Nevada.

Now that PayPal has been given its freedom from eBay as a separate entity, PayPal wants to prove itself and has recently hired some well-known online gambling industry payments professionals to ensure the success in the online gambling business US side.

Before it pulled out of the US online gambling business PayPal was generating more than 6% of its total revenues from online gambling and it sees the US market as a huge potential for growth again says industry watchers.

A Caesars spokesperson said: “The entire Caesars

INFINITY GAMING

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GAMING NEWS

OCTOBER 2015

39

New poker malware sees your cards

A

ccording to findings from ESET

download.

mean it is not there.

Once downloaded it will search for the

PokerStars response to report:

security research a new malware program is infecting online

poker players game time on PokerStars &

PC users poker software and send a

Full Tilt Poker and taking images of their

screenshot of the players ID online so

“PokerStars and Full Tilt are aware that

hands and then sending them back to the

allowing the author to search for them

some players’ computers have been

user so they have a huge advantage when

online and sit against them on the same

targeted by malicious software. An initial

playing against them.

poker tables.

review of gameplay for those accounts where we believe this malware was pres-

The virus called Win32/Spy.Odlanor, or

ESET say that at present they only know

ent found no evidence that these players

just Odlanor focuses solely on poker

of PokerStars and Full Tilt Poker that is

have lost funds due to unfair play. In line

players online and allows the author of

being infected by this new virus that was

with our constant goal for utmost secu-

the virus to take screenshots of the un-

first spotted in March 2015.

rity, we recommend that players protect

suspecting opposing players hands.

themselves against this sort of attack by Currently the virus is most active in

practicing good computer security. Play-

Many players download the virus without

Eastern European countries such as Rus-

ers should keep their operating system

knowing as it can hide itself in pro-

sia, Ukraine, Kazahstan, Belarus, Poland,

updated, use reliable anti-virus software,

grams such as Tournament Shark, Poker

Hungary, and the Czech Republic. There

and only install software from reputable

Calculator Pro, Smart Buddy, and Poker

are no known cases in the UK and west-

sources.” Said A PokerStars Spokesper-

Office, which many online poker players

ern countries but ESET says this does not

son.

INFINITY GAMING

40

OCTOBER 2015

Espoused, Engaged, Eloped Gaming’s new take on merger and acquisition (or three weddings and a funeral)

By Christina Thakor-Rankin

T

he regulatory changes of the

Over the last year alone we have seen

moving is the same: people, and their

last few years have had the

some of the biggest names in the sector

interaction with other people. In par-

dual impact of increasing the

linked with mergers. Is this really how-

ticular, marriage, and why people do it.

cost of doing business whilst simulta-

ever the sector entering a new phase of

neously reducing the places in which

mass consolidation, or just coincidental,

Starting with the first power couple of

business can be conducted. According

and if the bandwagon is to continue to

this century Bwin.Party, and the ad-

to many analysts, this can only mean

roll on, how might the success of these

age marry in haste, repent at leisure.

one thing - a greater drive towards

new super-companies be predicted. The

A shotgun wedding in anticipation of

consolidation – those who ‘do not

answer to this may lie, not in the board-

the birth of regulation in the US, failed

have’ partnering up with those who ‘do

room and on the balance sheet, but in

have’ in a bid to cover more products

the wider concept of being human.

and markets quickly and cost effectively. The new mantra will be ‘stronger

The betting and gaming sector, possibly

together’.

more so than other sectors, has always been something of a microcosm of soci-

The sector is no stranger to consolida-

ety. Whether its companies, customers

tion. From the Playtech ‘hoover’ and

or associated interests, look closely and

Amaya’s takeover of Poker Stars, to the

the goldfish bowl of gaming is noth-

big-bucks flirtations with social, and

ing more than a reflection of all that it

even the sector’s first real ‘power-cou-

good, bad (and ugly) in life – whether

ple’, Bwin.Party - mergers and acquisi-

it’s the less attractive sins: lust, glut-

tions have been the lifeblood of the

tony, avarice, sloth, wrath, envy, (and

industry for as long as anyone can re-

my personal favourite), ‘vainglory’ - or

member. Equally, it has become routine

the more worthier human traits cham-

for any significant movement, or indeed

pioning for good under the banner of

stagnation, in the regulatory world, cou-

social responsibility in all its forms.

pled with a dip in results and rumours or actual deals to bring out the ‘consolida-

This mirror-imaging of life is hardly sur-

tion-ists’ in force. What may be different

prising however, when one considers

this time is that they could be right.

that the oil which keeps the machinery of both society and the gaming sector

INFINITY GAMING

This mirror-imaging of life is hardly surprising however, when one considers that the oil which keeps the machinery of both society and the gaming sector moving is the same: people, and their interaction with other people.

OCTOBER 2015

to produce the progeny of success

of an old flame, when Ladbrokes and

Maybe it will, and it is tempting to think

when the American regulatory band-

Coral announced that they were en-

that between them they have a chance

wagon lost a wheel. Like many caught

gaged in merger talks. These two have

to build something new, but all the early

in the moment whirlwind romances, the

been here before, when back in 1998,

murmurings suggest that they will be

cost of getting together and staying to-

their plans were de-railed by the Mo-

joining on paper only, the plan being

gether turned out to be too high. One

nopolies and Mergers Commission duly

to maintain the two brands as separate

can only imagine the behind closed

answering the call of ‘is there anyone

entities, for the immediate future at any

doors domestics, but suffice to say

here who knows just cause for why

case. This suggests that whilst they see

Bwin’s approach to its second marriage,

these two should not wed’.

that there could be a mutual benefit in

appears to be based less on impulse

the principal of working together, they

and the promise of riches, and more on

The intervening years have seen both

may not as yet be entirely sure as to

the prospect of assured long-term fu-

go through some of the most challeng-

how this would work in the real world –

ture security, stability and compatibility.

ing and trying periods in their respec-

not least because anything which works

tive histories, having to sit back and

to the benefit of one could come pro-

And what of Bwin’s rejected suitor 888.

watch arch rival William Hill’s star and

portionately weaken the other. For ex-

Having started the year being courted

fortunes rising as theirs faded. There

ample, Ladbrokes may have the larger

by, and subsequently rejecting William

must have been more than one wistful

shop estate, but Coral is undeniably

Hill’s proposal, 888 failed to also meet

moment of what might have been had it

winning the battle of multi-channel.

Bwin’s request for as higher offer. This is

not been for that pesky MMC.

Taking technology and replicating it

now the third time (having dallied with

elsewhere is fine, but in doing this that

Ladbrokes a few years ago) that 888

Perhaps William Hill courting 888 was

which makes them different and gives

could have walked down the aisle, but

the reason for a re-engagement, but

each its own brand identity will be lost

on each occasion has bailed, leading

the question must be is it really a case

– how will keeping the two brands alive

to the question of whether their heart

of things working out the second time

actually work in practice if the only dif-

is really in marriage, especially as they

around, or are they about to make the

ference is the name on the door?

must be only too acutely aware of the

age old mistake of believing that if they

fact that the number of fish left in the

had got together in the first place they

Is this the modern couple that wants the

sea of prospective partners is rapidly

wouldn’t be where they are now and

comfort of having a significant other but

dwindling?

hooking up now, better late than never,

without any of the hassle and commit-

is going to fix everything?.

ment that co-habiting brings – separate

The big news in July was the re-kindling

houses, separate lifestyles, and most

INFINITY GAMING

41

42

OCTOBER 2015

definitely separate bank accounts - or is

prise will be Playtech?) – a long engage-

and this is not surprising at all. Behind

this just the couple that wants the com-

ment would be a very clever way of

the façade of PR stunts and tongue in

fort of a significant other because that’s

taking both companies out of the con-

cheek tom-foolery are two very, very

what everyone else has?

solidation hoo-hah and buy both CEOs

savvy, very solid, incredibly successful

a bit more breathing space whilst they

businesses, and who even without a

get on with the job in hand.

shared CEO, have very similar personali-

The other benefit to being engaged of course is safety. Wearing an engage-

ties, characteristics, drive, ambition and

ment ring is often the best way of repel-

Whilst the gaming world was ruminating

a huge amount of mutual respect and

ling all but the most determined of un-

on the Ladbrokes – Coral engagement,

admiration for each other.

welcome suitors. Both companies have

out came the news that Paddy Power

relatively new CEOs tasked with reviv-

and Betfair had eloped. Not some fan-

This is a very grown up business deal. It

ing the fortunes of their charges, and

cy, glitzy, oversized pant-waving media

is in fact, closer to a political alliance -

both seem to have had some early wins

frenzy, but just a quiet announcement –

two individual entities, hugely success-

in their respective businesses. In a pe-

almost an understatement in fact – and

ful in their own right, but who see the

riod of increasing noise about consoli-

the new name: Paddy Power Betfair.

benefit in working together to achieve

dation being the only route to survival,

mutual and individual ambitions. There

one might be tempted to reassure nervy

This was on the face of it, surprising for

will be no public falling outs, no ru-

shareholders with a play that shows that

two reasons. Firstly, neither party is shy

mours of bad behaviour and no histri-

both CEOs are in tune with the market.

when it comes to courting publicity, one

onics. They are playing the long game

having managed to gridlock London

and they will do whatever is required to

Given that both have stated that this

with a giant plastic octopus last year,

make the relationship work.

will be a long process, and it is common

and the other having its own personal-

knowledge that William Hill is unlikely

ised seat on the ASA naughty step. Sec-

As power-couplings go - this is not

to sit back and let a signature rob them

ondly, given the creative genii available

‘Brangelina’ or ‘Kim-ye’ - this is Bill and

of their current position of UK’s largest

to each business and the social media

Hilary, or George and Amal. Having said

bookmaker and will be looking to the

banter around ‘Betty Power’ one might

all that - it would not come as a huge

MMC to reprise their 1998 act (this time

have expected a bit more imagination in

surprise if their first joint-venture was

round also perhaps casting their eye

the naming stakes.

to take on a fairly flat bingo market un-

on the providers, for surely the biggest winner in any Co-brokes/Lad-al enter-

INFINITY GAMING

der the guise of Betty Power.

Look at the actual businesses however,

44

OCTOBER 2015

INFINITY GAMING

GAMING NEWS

OCTOBER 2015

Did Trump want Florida casino? Most likely yes

M

any media outlets in the US have focussed on the recent Republican election debate

squabble with Jeb Bush and Donald Trump, with Bush accusing Trump of trying to buy his favour on allowing casino gambling in Florida back in 1998.

Trump denies every asking Bush for casinos to be allowed in the state, but Bush says that Trump wanted to link up with the Seminole Tribe of Florida to build a casino resort there. However Bush says he was against expanding gambling

dates back to Bush’s first campaign

preventing casinos on Native Ameri-

in Florida even thou Trump donated

for governor, when his father, George

can land that Trump was pushing for.

some $50,000 to the Republican party

H.W. Bush, asked Trump to host a fun-

in Florida.

draiser for Jeb. Trump agreed, in what

Political observers say that the

the Tampa Bay Times describes as a

squabble over who is telling the truth

“Don’t make things up, Jeb,” Donald

bid to get gambling, beyond bingo,

is not hurting Trump as many in the

Trump said dismissively “If I’d wanted it,

established in Florida so Trump could

US know of Trump and his business

I promise, I would’ve gotten it,” Trump

manage it.

dealings. However the debate was

stated.

more a positive for Bush showing Bush, however, was strongly opposed

himself a man of moral and one that

According to the Tampa Bay Times, the

to expansion of gaming, and after

cannot be swayed. Will it impact on

friction between Bush and Trump over

he took office as governor in 1999,

the choice for the nomination in the

gambling in the Sunshine State

Florida never eased its restrictions,

Republican party, most likely not.

Australia to tackle offshore online gambling sites

A

reporters.

ustralia is to look into the on-

60% of the total gambled.

line gambling business and see

Social Services Minister Scott Morri-

what can be done to stop al-

son on Monday announced the review

The new review will hope to address

most 60% of all gambling bets made on-

into online wagering operators, to be

the 2% of Australian gamblers who

line going to offshore online operators

conducted by former NSW premier

have a gambling problem and use il-

that are not licensed in the country. At

Barry O’Farrelll.

legal offshore websites. The review is expected to make its findings by the

present only 30 operators are licensed and legal to offer online gambling in

“For the vast majority of Australians

what is a $1.6 billion annual market, but

having a punt is part of a recreational

there are some 2,000 offshore websites

past time for many generations and

offering online gambling that is taking

it’s part of who we are,” he told

end of the year.

INFINITY GAMING

45

GAMING NEWS

OCTOBER 2015

47

Borgata babes weight ruling upheld

T

he Borgata Casino in New Jersey has won the right to fire its cocktail waitresses if their weight exceeds the casinos expectations of what is the standard for their staff.

A State appeals court has ruled that Borgata casino’s personal appearance standards are lawful. But it also said a portion of the lawsuit bright by 21 servers should be returned to a lower court to determine if 11 of the woman were subjected to a hostile work place over the standards’ enforcement.

Following the ruling the Borgata management said they were pleased their weight policy was upheld saying that all female and male “costumed beverage servers” were aware of the rule when they were hired as “Borgata Babes.”

“We have long held that Borgata’s personal appearance policy is fair and reasonable,” said Joe Corbo, the casino’s vice president and legal counsel. “We are pleased that the three appellate court judges agreed with prior rulings that our policy is lawful and non-discriminatory to women.”

Sands China name new COO with political ties Sands China has moved to install a new Chief Operating Officer (COO) for their operations in Macau and have announced the position has been filled by a non-gaming executive with strong political links to Beijing.

Wilfred Wong was named the new COO and President for Sands China whose previous role was in the construction sector replacing former boss Rob Goldstein who is moving back to Sands Las Vegas.

“Wilfred has a unique combination of private and public sector experience we think will be invaluable to the com-

pany at this point in our history,” said Mr Adelson, chairman of both Sands China and Las Vegas Sands, in a statement.

With Sands China among others seeing falling revenues the move is seen as one to strengthen ties with the government in China.

Mr Wong was a member of China’s National People’s Congress from 2007-2012 and has served in various posts in both the Hong Kong and central government.

INFINITY GAMING

GAMING APP NEWS

OCTOBER 2015

Social media celeb sentenced to 5 years for illegal gambling dens

G

uo Meimei who is one of China’s biggest names in the online blogger world has been found guilty of running illegal gambling dens and sentenced to five years in prison and fines $7,800.

However her fame was her downfall as many questioned how a charity worker could lead such a high profile lavish lifestyle, causing the police to investigate and find that she operated gambling in apartments in Beijing.

The blogger who shot to fame in 2011 claimed she was affiliated to the China Red Cross, something the charity denies but the images of her standing next to expensive cars, boats and mansions created huge interest in her and had over 2 million followers on her Weibo microblog.

At her trial she pleaded not guilty on the grounds that she lacked “legal knowledge” when the crimes occurred.

The judge decided against her plea and now will serve her sentence, however her lawyer has yet to announce if Guo Meimei will appeal her sentence.

Canberra Casino extend with $330 million investment Aquis Entertainment the owners of the Canberra Casino wants to spend more than $330 million in developing the casino into a gambling and entertainment venue. The company that bought Canberra Casino last year wants to build onto the Canberra Casino two hotels, restaurants, bars and high-end retail outlets.

Should the plans be approved the development would have 100 five star hotel rooms along with 12 luxury style villas.

Aquis executive director Justin Fung said the project would create 200 full-time jobs new jobs and 420 ongoing jobs.

“We would market it as a integrated resort and give people an opportunity from Sydney to come down to Canberra. It is that type of project that can be a magnet,” Mr Fung said.

“It’s major redevelopment of the existing casino, as well as the adjoining land between our current casino and the Convention Centre,” said Justin Fung the Executive Director of Aquis.

“We are talking about revitalising the southern part of Civic and creating that vibrancy that is lacking here.”

If given go ahead the whole prject is scheduled to be completed by the end of 2018.

INFINITY GAMING

49

50

OCTOBER 2015

WOODS TALK

As someone who has been involved in the Gaming Industry for over 35 years I can say that I have not seen any real stand out changes that have enhanced the customer experience if we look at Slot Rooms.

Whilst the manufacturers have constantly upgraded the slot machines themselves with great designs, bonus features and bigger screens and comfortable seating. The operators themselves have created neon lit rooms with jazzy carpets and plasma screens throughout.

It begs the question that whilst we are constantly searching for a theme, name and logo for the entire Casino we seem to assume that the Slot Area will just blend in with the

INFINITY GAMING

BY JJ WOODS

overall design and it is on that note that I believe that a Virtual Slots Environment could just be the what the Slot Industry needs right now!

Casino Operations team: Try to imagine the Casino floor as tour of Ancient Greece where bonuses trigger a visit from Zeus himself—appear-

The Virtual Slots Environment (VSE) is a back end proprietary bridge system that ties slot machines inside the VSE to any casino’s gaming systems. The system itself operates 24/7 with a sophisticated back end management system that self heals but in urgent situations will notify the appropriate people immediately.

ing through the rolling clouds, lightning bolts in hand striking a machine and awarding Free Games. Explore Egypt where the player’s might have a chance to see the treasures that lurk inside King Tut’s Tomb. Watch LIVE feeds like sports. Get up close and personal with the game—So close players’s feel like they’re cheering from the stands. Bring live feeds from the Casino’s Event Center to envelop the player’s surroundings

The versatility of the VSE program allows the player’s to experience unique creative environments designed in collaboration with the

with sounds and sights of the show. The creative possibilities are endless.

OCTOBER 2015

Virtual Slots Environment

management of ACG has been in the casino/gaming market for over 25 years

INTERVIEW WITH KENNY HSI C.E.O. of Advanced Creative Gaming - A technology company based in Las Vegas

and this is something that no one has thought of before. With their knowledge and connections in the industry, they have full confidence that this product will be around for a while. The use of this product is endless. As we are the

The Virtual Slot Environment a Tech-

be knowledgeable and well versed in

first company to set the stage for this

nology designed to directly impact the

the field to present our customers with

type of product, we will be in strong

experience of the player’s. It’s a tech-

the best of breed in the technological

shape to keep our clients and will be

nological innovation that in my opinion

market keeping budget, maintenance,

harder and too costly for the new com-

will change the future of the gaming

timeframe and goals of the customers in

petitors to take them away from us. We

industry.

mind at all times to help our customers

will also evolve with the business needs

stand out as leaders in their territories.

of our clients.

Can you tell us about Advance Creative Gaming and the services it offers to the Gaming Industry?

Our continual research and communication with the customer during the project, creates optimal return on investment.

Advanced Creative Gaming, LLC is a highly skilled design firm with a proven

How competitive is the market?

track record in creating stunning, impact

This particular experience of shall we say “Wall of Vision and Sound’’ has never been done before and it seems the possibilities of different themes etc are endless , Will your company confine it to the Gaming Industry or are you looking at other markets ?

rich environments. ACG utilizes the most

We hold the Patent Pending rights to

recent technological breakthroughs in

the Virtual Slot Environment product.

the video projection mapping field re-

There are no other companies that are

sulting in our virtual slot environment

doing what ACG is doing in the gam-

Currently, our product is directed only

being one of the most innovative ca-

ing industry. Others will try to make it

at enhancing gaming products and es-

sino and gaming products the industry

better but as of right now, they are at

tablishments.

has seen in decades. It is our job to

least 6 months to 1 year behind. Ke-

the VSE system, the potential of the

As we further develop

INFINITY GAMING

51

OCTOBER 2015

52

WOODS TALK with JJ Woods speaking to KENNY HSI C.E.O. of Advanced Creative Gaming

system in other markets are endless.

one’s imagination.

we can create a sense of urgency to play in that area. That would create a better

Is your ambition to be a truly global product ? and where do you see emerging markets?

What Gaming shows, exhibitions do you feel are the most important to demonstrate your product?

bottom line, revenue wise, but I do not

This product has so many aspects to it

The major gaming shows around the

where it can be changed to anything

world such as G2E, ICE, NIGC. These

the user wants it to be. The system can

are the 3 largest gaming exhibitions in

be used for any type of entertainment

the world. With these shows and my

venue to make it more exciting and fun.

contacts, we should be able to get the

Your first launch and installation is taking place very soon place at The Seven Feathers Casino / Oregon U.S.A in Sept 2015 , Can you tell us about that ?

We can project anything onto anything.

system in front of most of the casino

It immediately attracts peoples’ atten-

properties if not all.

tion.

market. The system is only limited to

INFINITY GAMING

the VSE for the whole casino area.)

We are in testing mode and we have been doing soft releases with huge

VSE can be easily transformed

to be used for literally anything in any

want to detour customers from using

My understanding is that the system is not dictated to by the size of

positive feedback from employees to guests. Everyone is amazed and can’t

OCTOBER 2015

believe their eyes. They comment on

past but has generated a lot of interest

interest we think it will end up being a

how it’s so real that they think they can

just during the testing phase people

lot better.

touch it and they absolutely love the

are seeing it and coming back by the

fact we can throw a live game up at a

droves. The nice thing about this pro-

moment’s notice.

motion is it is the lighting and you can pick any theme or event you want to

What size is the Slots area at Seven Feathers and what lighting themes did you use?

have every week or every day if you like.

It can be anything your imagination can come up with and the image or theme is displayed.

We were able to use an area towards the back of house approx. 4000 sq. ft. and 150 games. With this system we were

This interview was conducted on the 14th of September 2015 exclusively for

How much effect will the product have on increasing slot revenues?

able to use all different manufacturers

Infinity Gaming Magazine by: JJ Woods / Casino Gaming Consultant.

and all types of games. This area had

We anticipate a minimum of 30% in-

been difficult to attract guests to in the

crease in net win but judging from the

INFINITY GAMING

53