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February 2016

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The most comprehensive range of product innovations ever seen on a gaming exhibition stand.

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Editorial: Editor in Chief: Glyn Thomas Mob: +380 952 705 596 glyn@ace123.com Features Editor:

Damien Connelly

dconnelly@ace123.com Associate Editor Asia: Bill Healey bill@ace123.com

Associate Editor North America David Mckee

dmckee@ace123.com Special Assignment Correspondent: Jack Bulavsky

jackbulavsky@yahoo.com International Casino & Gaming Correspondent: JJ Woods

jjsilks@eircom.net Technology Correspondent: Rebecca Green

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Editor’s page Welcome to Casino Life...

... and welcome to London for most of you reading this, as we assemble for this years first exhibition and conference extravaganza. I think this is my 15th ICE in its various forms and each year it seems to get bigger and better - albeit less fun.

Why? Well, time is money and if you discount day three when most people are high-tailing it back to their jobs elsewhere in the world, exhibitors – and attendees - have only a few hours to tour the show, meet old friends, recover from hangovers (Day two) and get some business done. Add up the staff hours, stand rental, build cost, catering, flights, hotels and it all starts to add up. Work it all out per hour and the costs are staggering – so hence the seriousness of it all. ICE after all is the show when most deals are sealed (allegedly) and somehow the fun seems to take a back seat. Or perhaps I’m getting old and it used to be better when execs were more approachable (ie visible – not in endless meetings in their stand village) and you could pose with the storm troopers / Willy Wonka without huge queues.

So here’s an idea, although some may say it’s heresy. ICE should have a press day – yes, another day added at the start – to allow true interaction, proper demonstrations and truly spotlight the new products – the innovations – allow the new staff who have been appointed to inspire, to do their funky thing and show! Too radical? OK, so make Day One for Press and VIPs only until lunch... then make the show go on until 1900 and then throw open the bars. We are here in London, in Docklands, to see a show, to meet up, to do business in one of the most amazing businesses in the world – so lets maximize it. Keep the audience on site until midnight... who wants to rush back to the West End for a party starting at 1900 where you’ll meet the same people – in the same clothes?

OK, I’m toying with an idea, but it would be fun watching some of the press having to work for a change and review product live - plus do some proper interviews rather than churn out the manufacturers press releases.

Yawn.

Back to this issue and our front page proudly shows Interblock – whose founder, Joc Pececnik, and CEO, John Connelly, we interview within. I remember seeing the first Organic roulette way back, sitting in a production shed in Slovenia and thinking “Wow! This looks odd – but how cool that it hasn’t got brass handles”. Most auto-roulettes at that time looked like a mahogany coffin cut and shut spin-off from an undertakers. Our lead interview this issue is with Roger Maris, CEO at the Ritz Club who looks back with fondness at some of the highlights of the past – but is definitely looking forward to the future. Interesting that the Ritz club will be opening an office in Hong Kong. I catch up with Carlos Campos at the Gran Via in Madrid four years after we last spoke to catch up on developments.

Another development we are proud to have toured in our hard hats is the Hippodrome and Peter White chats to Simon Thomas who is as busy as ever. Roy Ramm has formed his own company, wittily entitled ExtraYard Ltd. and we enjoyed finding out how he is continuing to apply years of police and security experience to the casino industry. John Carroll is a veteran of ICE and every other gaming show besides so it was high time we spoke to him about how he represents some of the key gambling equipment manufacturers in the world. Finally we catch up with Victor Royer, Stateside who can tell you why Millenials gamble!

Try and pop in to see us on our stands at ICE: D6-C ND6-D SD5-B & SD5-A

Publisher: Peter White

Tel: +44 (0) 1892 740869

Mob: +44 (0) 7973 273714 pwhite@ace123.com

Glyn Thomas Editor in Chief

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Contents 1

Editors Page

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Iconic RITZ

Roger Marris, CEO The Ritz Club talks to Andrew Behan 10 Space & Grace Glyn Thomas revisits Gran Via Casino, Madrid and talks to Carlos Campos 15 All Round Entertainment Peter White catches up with Simon Thomas CEO & Chairman Hippodrome Casino 21 One of the Fastest Growing Companies in Gaming Jack Bulavsky chats to JoÄ? Pececnik Founder and Chairman and John Connelly CEO Interblock

25 Security & Risk Consultancy Roy Ramm, Managing Director, ExtraYard Ltd chats to Peter White

28 Effective Communications Rebecca Green chats to John Carroll Managing Director Carroll Consulting 32 Why Millennials Will Gamble!

By Victor H. Royer

35 Collaborative Game Changer

By Bob Ambrose

38 ICE Totally Gaming 2016 Spotlight Preview

By Rebecca Green

Editorial Policy: The views and opinions expressed in Casino Life remain principally the views of contributors and do not necessarily reflect those of the editor or publishers.

The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused.

Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent.

Printed in the UK by MPC Ltd.

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RITZ Roger Marris, CEO The Ritz Club talks to Andrew Behan, Casino Life

Roger Marris, CEO The Ritz Club

Could we start with you giving us a brief history of The Ritz Club? Including maybe the following: What Year did it open?

The Ritz Club originally opened in 1978. It re-opened under new management (The Ritz Hotel Casino Limited) in September 1998.

Who opened the club?

The Club was opened by the owners and Andrew Love (now Chairman of The Ritz Club).

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Who was your first Customer?

Our first customer shall remain anonymous except to say, that he was a very significant player on the gaming scene at that time.

How many tables did you have then compared to now?

We have double the number of tables since 1998.

How has The Ritz Club changed over the years?

Operationally my approach is very hands on and I work very closely with the marketing and gaming

operation teams. Everything we do at The Ritz Club is in keeping with our heritage and strategic vision and very much on brand. But it will remain important to continue to increase awareness of the brand using marketing initiatives to leverage new opportunities.

The Ritz Club represents where the power base is. Since the Club opened we have enjoyed a mix of European and Middle East players. More recently, with the growth in Asia and the Far East, these VIP players are now part of the new history of The Ritz Club.

How does one face the challenges of staying concurrent with new social media trends but still staying in keeping with the traditions & values made famous by The Ritz?

First and foremost, the traditions and values that The Ritz Club is renowned and respected for worldwide, will remain intact and must not change. Social media is of course an integral part of the marketing mix and is viewed as a positive communications tool to connect with our customers, market our products and promote the brand.

As we continue to develop the brand, our marketing department keeps the brand relevant via social media channels such as Twitter, Instagram and LinkedIn. As an outbound mechanism it is used to promote features of the Club or special events that we are hosting.

As an inbound mechanism we are grateful that it allows our members to engage with us regards to questions they may have about The Ritz Club.

We are very conscious about how prevalent and important social media and Apps are in the Asian market. In 2016, we will re-launch our multi-channel offering with a unique integrated gaming proposition for our members across both normal and digital channels.

Do you plan any new promotions or new marketing ideas for 2016?

Yes, we are opening an office in Hong Kong to continue to serve the growth of new customers from Asia, in addition to our new multi-channel offering which is coming soon!

There seems to have been a noticeable shift in the type and origin of the traditional “high roller” you

now find playing in VIP salons around the world.

Would you say this has been the case with The Ritz clientele and if so how have you had to adapt to accommodate them?

I would agree that there has been a noticeable shift in the type and origin of the traditional “high roller” that you now find playing in the VIP salons around the world. The Chinese and Asian market is important for everyone in the London high-end luxury casino business. Over the past three years we have been monitoring the influx of big players from this part of the world and have adapted and reviewed our gaming offerings and identified opportunities to attract this new wave of VIP players.

This now includes many high rollers from Asia who like to play the squeeze version Baccarat, which is a hugely popular game of choice for these players.

The squeezing of the cards varies in its intensity from player to player. Some will just rub and bend gently, whilst others use an ultra slow technique that appears as if they’re trying to roll the card into a tube.

Operationally there has been a significant cultural and strategic change of direction for the business as we have evolved to accommodate games favoured by the Chinese and Far East player. This in turn has required employing new staff and finding additional space for tables. We have welcomed lots of new faces in the Gaming team to serve the growing number of players. We have placed a priority on employing fluent Mandarin speaking staff in gaming and nongaming related positions and we have elected to turn the Amber Room into an additional private room.

The Ritz Club has tripled the number of Baccarat tables.

Customer service plays a big part in the Chinese visitor experience and at The Ritz Club we want to make our customers feel very much at home and provide a warm welcome. As part of our ‘Huanying’ (Huanying means welcome in Chinese) practice, we have introduced professional cultural and protocol training sessions that have been given by a leading etiquette specialist to ensure that all staff are aware of the cultural differences and expectations of these guests. All signage in the Club has also be adapted to include Mandarin Chinese and we have created a new Chinese menu featuring a selection of traditional

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and authentic dishes favoured by Chinese guests.

That being said, The Ritz Club has always been a traditional destination for the Middle East player and although our focus has been to secure significant new business in the Asian market and deliver on our commitment to achieve returns and profitable growth for our owners, we will continue to take care of our existing business, which is extremely important and valuable to us. We have worked hard to maintain this important customer base and are looking at new ways in which to encourage and develop growth with the Middle East players who have been loyal supporters of the Club for many years. The Middle East VIP players are, and will remain very important for the high end London gaming clubs.

What in your opinion are amongst the most impressive facilities of the Casino?

The staff, the staff and the staff! As I’ve said many times before we are a people business and it is essential that our service and products are flawless and consistent and provide our members with unique experiences – this is what sets us apart from the competition. Our staff anticipates the needs of members, customers and the business and act upon them proactively showing high levels of initiative.

I have been constantly impressed by the

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friendliness of staff and the wonderful comments that I have received from our members and guests about the generosity of spirit, the great atmosphere and the warm welcome they receive when they come to The Ritz Club. It is their professionalism and outstanding service to our customers that has resulted in their continued loyalty.

We are also blessed in having one of the world’s most iconic hotels as part of our “family” and whose facilities members can enjoy.

How do you ensure that the highest levels of service at the gaming tables and the Casino floor are maintained?

We endeavour to employ the best staff in the country and provide excellent ongoing training programmes led by a very experienced and highly regarded management team. We encourage innovation in order to provide solutions that will help in achieving and delivering better and faster results with courtesy, respect and dedication while remaining focused on customers/members needs.

If you are allowed to say, who was your most surprising guest or guests during 2015?

We pride ourselves on our discretion and our members respect that we maintain their privacy.

That being said, it never ceases to amaze me the number of ‘A’ list celebrities that enjoy the Clubs’ facilities from time to time.

How have you managed to keep The Ritz Club, as one of the premier VIP Clubs in what must be a competitive environment in London?

It goes without saying that we have to remain competitive particularly in terms of marketing.

However it is our reputation, heritage, high standards of service and operating procedures, which are consistently and constantly upheld and our highly skilled and experienced staff that sets us apart from the competition. We are a “family business” and have enjoyed incredible support and continued investment from our owners, which allows us to be ‘top of our game’.

What has been one of the highlights as CEO of The Ritz Club?

There have been many highlights in a job that never has two days the same. But I would say that the rollout and implementation of our Asian strategy as being the main highlight for the business. This has proven to be even more successful than previously anticipated and we are much further ahead the current five-year plan than we initially expected to be.

What have you learned from the clientele of the Club whilst being CEO? My job allows me to meet very interesting and successful individuals and I have learnt that being a member of a high-end club allows these individuals to relax and take themselves away from the stress and pressures of their daily life. At the end of the day no matter how successful or how rich anyone is we all have our own particular challenges to face and deal with.

We are sure there are many stories from over the years but could you tell us one of the funniest or most memorable from your time at The Ritz as CEO? One of my most memorable evenings was an event, which we held for our members in the Club celebrating 50 Years of James Bond. One of our strategic alliance partners was the luxury car brand Aston Martin and we had a line-up of classic Aston Martins positioned right outside The Ritz Club on Piccadilly including the famous DB5 – now that was a truly magical sight!

Other memorable occasions:

I must say that when the former President of the United States, Bill Clinton visits The Ritz Club he is extremely charming and very popular with the staff. He has the ability to completely engage with whomever he is introduced to. His legendary charisma stems from the undivided attention he gives to every person he meets. I have been told that on one occasion when he was dining in the restaurant, he went over to each and every one of the staff that had served him, looked into their eyes and personally thanked them for looking after him so well. He then asked them if they would like a photograph with him.

He connects with ordinary people, looks them in the eye and listens to what they say. He’s genuinely interested in other people’s stories.

Britain’s most successful female artist ever, Dame Shirley Bassey, chose The Ritz Club to host her first album launch in over 20 years, it featured songs written specifically for her, by a stellar cast of contemporary artists, including, Take That’s Gary Barlow, the Kaiser Chiefs, the Manic Street Preachers, Pet Shop Boys, KT Tunstall and Rufus Wainwright, who all incidentally attended a glittering reception in the Club’s Amber Room.

A funny story and a little before my time, relates to HM The Queen Mother who always presented the

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Waterford Crystal Trophy to the winners of The Ritz Club Trophy Stakes at Ascot. One year she could not attend due to a bad cold, she asked her private equerry to ring to ask if it would be ok for her daughter to present instead!! (The Queen) How were your travels overseas in 2015 and what Countries were amongst your favorites?

We have had several exciting trips to visit members overseas in 2015. I recently enjoyed visiting Indonesia for the first time. I’ve travelled and worked extensively in Asia and the Middle East but I was very impressed by growth and development in Indonesia as well as the individuals and leaders that I met in Jakarta. Malaysia and China of course remain outstanding destinations for anyone to visit.

How was the sponsored Golf tournament and did you play in the event? Does The Ritz Club host other such events?

Over the years The Ritz Club’s name has been known throughout the world for its sponsorship of sporting and charity events in the Far East – Malaysia, Singapore, Hong Kong and Kuala Lumpur, Middle East and the UK. More recently the Club has once again started sponsoring golf tournaments in the Far East.

It was a very successful tournament and continues to be a very popular and prestigious event with our members. It attracts a high number of VIP players including members of foreign Royal Families. In the UK we sponsor race days at Ascot and entertain members in our box during the week of Royal Ascot, another well-liked event on the social calendar for our members. In 2015 we also took players to the Rugby World Cup and the Champions League Finals.

Has the Casino been affected by the slow down in China or the drop in oil price?

It would be naive to say that the slow down in China’s stock market and the drop in oil price has not affected the global economy. However those in the high end VIP gaming business have not been affected as much as perhaps other types of businesses. We are extremely conscious of any potential changes/threats to global economies and these changes are recognised and addressed as part of our ongoing business strategy.

And finally, if you were able to sum up in one word what the name The Ritz Club Casino stands for, what would it be?

Iconic – (known and acknowledged especially for distinctive excellence).

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Carlos Campos, General Manager, Gran Via Casino

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Space

& Grace

Glyn Thomas revisits Gran Via Casino, Madrid and talks to Carlos Campos

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ack in late 2013 we interviewed Carlos Campos on his new role as general manager at the new Gran Via Casino – a beautiful new casino located in a historic building in Madrid. Some 2 years on we catch up to see how he, and the casino, have fared.

Carlos, you have worked at a number of prestigious casinos in Portugal – Casino da Povoa, Casino Estoril, Casino Lisboa and a Casino da Madeira – but is the Gran Via Casino the pinnacle?

All of the projects were and are interesting, but it is obvious that Gran Via Casino and Casino Lisboa, because I was involved since its construction, are right now the pinnacle of my professional life.

When we spoke last the casino was due to open but the beauty of the building was apparent even then. Are you pleased with the work of the Architects, Steelman Partners Europe?

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Yes, the work they have done was extraordinary and that is reflected on the beauty of Gran Via Casino.

Most of the customers would confirm it is quite an historical building where Steelman Partners have been able to understand, merge and deliver a unique vision for leisure and history in the same location How have guests treated Gran Via? Is it as much a meeting and dining venue as a casino?

Gran Via Casino because of its loftiness and singularity make the guests to repeat the experience and to become regular costumers of the Casino. We have leisure areas food and music driven heavily demanded by our guests.

Its a small venue so how do you keep the offer to guests fresh and exciting – or is it more a case of good service and customer care bringing guests back?

It is quite a lot of everything. In Gran Via Casino we are constantly improving to adjust the supply according to

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Discover the history of the Gran Vía To show the history of the building that now houses the Casino Gran Via the Comar Group have painstakingly created a photographic exhibition. This record of the life of the Madrid street from its early years is within the casino itself.

‘Memoirs of Gran Vía’ comprises 175 snapshots of historical character with some of them taken in the late nineteenth century. All of them are distributed in 15 areas of the Casino with a different theme. On the ground floor are generic pictures that symbolize the spirit of the exhibition as a whole; in the Game Room, a corner where you can see vintage pictures of the daily life of Madrid is located; on the staircase there are several views of the Gran Via.

The first level court area hosts photos that reflect the construction of the Gran Vía; in the Electronic Roulette area are photos of Montera street - almost unrecognizable due to the passage of time as well as images of places near Gran Vía, including the Puerta del Sol, Plaza Spain and the Alcalá Street.

Going up to the second floor, on the staircase, atrium and in the Bacarrat area the Casino has military / political photographs between the sidewalks of Gran Vía, while the Circle Restaurant shows kings from different eras. The Champagne Bar Bulle features the Puerta del Sol. The visitor can finish the tour in the Poker Room, a tribute to the Cibeles and Neptune.

Access to the exhibition is free, you only need to go through the check-in Casino Gran Vía. In addition, each photo has included a QR code which, from a smartphone or smart device, anyone can download information from each work. It’s a great opportunity to taste the restaurants and entertainment of different areas of the building and finally, why not try your luck?

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the guests demands and needs. But we never forget that in this business the service is the most important.

The casinos do not sell games, leisure’s, shows and F&B , we sell services, services and not dreams. In order to do so we have developed a strong annual calendar so that we’re able to always deliver new experiences to our guests.

Do you cater primarily for locals or tourists?

The locals are our most representative customers, but we have a great number of visits by guests from everywhere in the world. The split could be fifty-fifty.

You have another casino in Madrid – the Aranjuez – do you work closely with the management there?

Yes, we are permanently in communication, in a way to avoid inertness of customers it is important to communicate directly and regularly, diversify the offers and so give our guests 2 choices of quality in Madrid.

Is there the opportunity for career development / experience for staff in both casinos?

Yes, Grupo COMAR is a company that recognizes the work and provides the development of professional careers to their employees.

Finally, you were busy in the run up to opening before but hopefully now have some free time for leisure.

What to you do when not working?

At this moment, my worries about the work are different than back then but still quite exhausting and don’t allow me to have leisure time in Madrid. During my week-time I live and breath work, I don’t know how to be in a project other way, but in my rest days, whenever my Job allows me, I go to Portugal to spend time with my family.

All Round Entertainment Peter White catches up with Simon Thomas as the Hippodrome Casino keeps innovating and evolving

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aunched in 1900 as a circus theatre, transformed into the world’s most famous restaurant cabaret club featuring the biggest showbiz stars, then onto its latter days as a nightclub before eventually falling on hard times. It needed sparkle. It needed life. Casino Life was present at the birth of the Hippodrome Casino project as it emerged Phoenix-like from the rubble.

Simon, almost four years on from us wandering through the forest of scaffolding wearing hard hats and visualising elephants swimming in the orchestra pit, how do you feel about it now?

I’m still excited to be honest! The Hippodrome continues to be exciting; a stimulating project, although at times it feels as though progress could be quicker, but then again we’ve always got a bigger and better idea on the horizon. Nevertheless, I can see how much we have achieved, the opportunities there are and how much there is still to do.

Above all it’s not just me that thinks this and is as involved as I am. I have a fantastic team working for me, who love the Hippodrome and are all working in the same direction to make it better.

Can you elaborate?

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We are continually trying to improve. That means each level we reach we don’t stop there, but are continually developing the next stage of product offering, and to bear our service levels. Equally important is ensuring we have a happy and motivated team of staff. I only employ people who smile at interviews and we work to ensure staff members remain happy in their job – and it’s that ethos, alongside a property that is both beautiful and steeped in history, that means the customers want to tell their friends about it.

Tell us a little more about the history of the Hippodrome?

I am very fortunate to have such a great property in terms of both its size and spectacular location, and with such a rich history divided into three eras. It all started out in 1900 through the Circus period with the high diving dwarfs and swimming elephants – as you mentioned above. Then came the next period when it was called the ‘Talk of the Town’ and the likes of Stevie Wonder, Michael Jackson, Ella Fitzgerald, Tom Jones, Judy Garland, Shirley Bassey would be seen regularly performing.

This was then followed by the nightclub era with Peter Stringfellow who created the country’s first

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‘superclub’. After Peter’s era there was a period of neglect, after which we picked up the baton.

It wasn’t easy to build a casino within the existing space but we’ve used its best features to our advantage. Knowing that the smoking ban was imminent we were also able to build in key design aspects to keep our clients happy yet stay within the law, such as the West End’s largest ‘indoor/outdoor’ smoking terrace.

As we learn more about the building and how people use it - and more people use it in different ways - we are constantly refining and improving as we go along.

How have you changed the use of the space?

The basement is a good example. It started life as a Chinese-themed area but we realised it was better

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to have this theme running through our main gaming area on the ground floor. This gave the main floor a critical mass of people and energy so it performed better, as well as being easier to manage.

This then gave us the opportunity to make the basement a destination casino in its own right leading to “Lola’s underground Casino” - a themed speakeasy-styled Casino that is a little bit more risque, with slightly louder music and Burlesque dancers situated in the middle of the gaming tables. It’s also where we have the craps tables, and it all leads to a very cool bar. Now people go “wow!” when they go into the basement as well as going “wow!” when they walk into the main atrium.

Lola’s, by the way, was named after a showgirl called Lola Maguire who performed in the Hippodrome in early 1900’s and who reputedly ran

illegal drinking and gambling after the; it seemed a fitting tribute to her.

How important is hospitality and entertainment?

Essential. As part of the move to create an allround entertainment experience there is much talk about designing products to appeal to millennials as though you can have a slot machine for that particular type of player, which in my view misses the issue. What I have created is a fantastic venue where people of all ages can enjoy a broad range of product offering so people can have different experiences at different times.

The hospitality and entertainment offering are an important part of this. With six bars as well as the three floors of gaming and poker decks we give people lots of reasons to come in.

Just look at Heliot Steak House, now easily the most successful casino restaurant in London and attracting more than 1000 diners a week. The USDA Prime Steaks served at sensible prices by happy and

enthusiastic staff are a reason to visit us alone, and we were judged Best Steak Restaurant in London by the country’s largest restaurant booking service.

Quite a prize for a casino steak house!

That said the 180-seat music & cabaret is also bringing in thousands of people every month. It’s going from strength-to-strength with a range of shows from crowd-pleasers such as the Rat Pack, Elvis & Burlesque to stars like Michael Ball, Dionne Warwick, Joss Stone.

Pop legend Prince chose us to stage the final gig of his recent UK tour. Coming up we even have Matt Cardle, Dire Straits, Bucks Fizz and more – it’s an amazing and eclectic mix to keep gamers and new visitors happy.

How else are you broadening the product offering?

By looking at quiet times and turning them into opportunities. For example the theatre space was largely unused during the day so now is turning into a successful conference centre with delegates particularly enjoying the fact they are in

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a well-located historical venue rather than a sterile hotel basement. Another example is the American Football where we have turned the quieter Sunday evening bars into a vibrant American Sports Bar environment full of lots of NFL fans.

Tell me about the Crystal Rooms?

The Crystal Rooms is a fabulous amusement centre that is on the South West Corner of the Hippodrome facing Leicester Square. Hitherto it was a completely separate business run by an adult gaming company.

I acquired it last year. It was always part of my masterplan to incorporate it into the Casino. This ambition was finally achieved in November when negotiations with Praesepe’s Nick Hardy were finally completed. I am delighted it is running successfully now and over the next 12 to 18 months I will incorporate it into the main building. It gives me great street frontage, another entrance and much needed space for more EGMs. A lot of work is going into updating the UK legislation so all UK Casinos have more suitable level of slot machines. When and if that happens the Crystal Rooms space will be even more valuable.

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Do you think the law will be changed?

Yes. It’s clearly ridiculous that Casinos, which are universally acknowledged as the right place for harder gaming with their high levels of supervision and regulation, are restricted to 20 slots. Nearly everyone agrees this is wrong and needs correcting and our trade association NCF, has had very positive discussions with the Government about correcting this.

Online business - what are your thoughts?

Something to make the most of - hence we have www.hippodromeonline.com our branded online gaming site powered by Betway. We have our PokerStars Live branded poker deck that offers online players the chance to play offline cash games and tournaments. We even attracted Rafa Nadal & Ronaldo here for a charity tournament.

Also we were the first property in Europe to accept MyVegas points from the extraordinarily successful social gaming website. The actual crossover from online to offline is still relatively small but it is very much two-way and we are seeing a good number of people who have learnt to play games online but want the energy and glamour of the real world experience.

One of the Fastest Growing Companies in Gaming JoÄ? Pececnik & John Connelly sat down with Jack Bulavsky, Special Assignment Correspondent for Casino Life in Las Vegas, to discuss Interblock and the future 21

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oÄ? Pececnik is Founder and Chairman & John Connelly is Chief Executive Officer at Interblock, a worldwide leading developer and supplier of luxury electronic table gaming products. Interblock’s multi-player gaming devices provide the ultimate in luxury interactive entertainment experiences. The Interblock brand is globally recognized for quality gaming solutions and technical support in more than 166 jurisdictions. The company’s multiplayer gaming machines are setting new industry standards that have earned the brand its position as market leader in its business segment.

After 25 years of steady growth and market dominance, Interblock has restructured itself and invested in infrastructure and leadership. For Interblock, 2015 was a year primarily focused on building a foundation for the future. These steps included establishing key performance indicators, processes, and procedures to ensure further global growth in 2016. Long considered the thought and market-leader in electronic table gaming, Interblock now has the structure in place to bring those products to every gaming market around the world, while creating the ability to penetrate even further and more effectively into markets.

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“Over the past year, we have increased our investments in R&D, service, player research, and our executive management team, analyzing every segment of our portfolio,” said Interblock Global CEO John Connelly. “A primary focus for Interblock in 2016 will be the introduction of a product segmentation strategy, which is designed to allow every casino to place Interblock on their floor — new, innovative technology designed to enhance the player experience, as well as bringing a new level of entertainment to the Electronic Table Game (ETG) segment.”

By continually setting new industry standards and providing the ultimate in luxury interactive entertainment experiences, Interblock has built a tradition of being first to market with products and technologies that seem years ahead of their time. Interblock founder Joc Pececnik attributes the company’s success to: “listening to customers and players to create new products and features that exceed expectations in unique ways. Our recent introduction of the PULSE ARENA, StarBar, Simultaneous Bet Prevention technology, the Automated Card Generator and multi-play are only the latest examples.”

Interblock also begins the year with the results of its first-ever ETG player segmentation study “The ETG Player Portrait.” This report is the first and only study that defines who this player is and why they are critical to gaming business.

“We wanted to conduct an independent study with two goals,” John Connelly said. “First, we wanted to collect data that would drive future product decisions. Second, we wanted to provide our casino customers with data driven insights to gain a greater understanding of their existing and potential electronic table games player base.”

The results of this independent study are clear.

ETG players play more often and longer, have larger gaming budgets, are more likely to spend more, and play games across the entire operation. These findings reinforce what Interblock has been telling casino customers: ETGs are crucial to building successful casino revenue streams.

“Times have never been better for Interblock Gaming,” Connelly said. “We are seeing continual double-digit growth within the Electronic Table Gaming (ETG) segment around the world. We

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attribute this largely to an ETG’s ability to extend across all demographic boundaries and complement performing trends on the casino floor.”

Much of Interblock’s 2015 work will pay off for customers in the years ahead. Todd Sims joined the company in September and has already revamped Interblock’s customer service to align with the company’s goal of becoming customers’ ultimate partner. Interblock has implemented a more systematic approach to bringing products to market, ensuring on-time delivery and scheduling maintenance proactively to guarantee functional product in the field, including streamlined contacts, additional service technicians, and additional training for those technicians in the field.

“Interblock increased our spending on R&D, while keeping our focus on ETGs,” said CEO Connelly.

“We’re creating product segmentations designed to allow all casinos to place Interblock product, capture a wider player base, appeal to millennials, and increase hold percentage for our customers.”

Interblock will showcase a diverse profile of electronic table games, side bets, enhanced player information displays and functionality at ICE. The highlight, however, will be the demonstration of its revolutionary PULSE ARENA, which stole the show at last year’s Global Gaming Expo in Las Vegas.

PULSE ARENA “blends the energy of the latest trends in gaming, interactivity, and entertainment to create an exciting new gambling experience for established players, while attracting new players to the casino floor,” Interblock’s description reads. Operators can select different gamblingenhancing themes to attract any type of player segment, whether it’s a dynamic vibe, tournament functionality, or education for beginning players.

“Reaction to this product since G2E has exceeded even my expectations,” said Pececnik. “I knew the PULSE ARENA was right for our industry, but I had no idea we’d get this kind of response. Players will come in the door to explore this new gaming environment and stay to enjoy other aspects of the casino.”

With new products, new personnel and new markets, Interblock starts 2016 as one of gaming’s fastest-growing companies. Pececnik, Connelly, and their colleagues see jackpots to come in the year ahead.

Security & Risk Consultancy Roy Ramm, Managing Director, ExtraYard Ltd chats to Peter White

Roy Ramm, Managing Director, ExtraYard Ltd

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Can we commence this interview with an outline of your organisation?

ExtraYard Ltd is a security and risk consultancy with special interest and expertise in gambling.

We offer advice to companies in the gaming and leisure sector on the practical application of and compliance with regulations – particularly AML and social responsibility requirements - as well as supporting companies and individuals facing challenging security or integrity issues with a high level discrete investigative service.

Apart from the help and support we can offer existing businesses, we are also keen to be involved with new entrants to the market. Getting things right from the outset is a lot less stressful and, in the long run, much cheaper than trying to remedy embedded problems.

As I hope the name of our company suggests, we will go that extra yard to provide the kind of help and support with compliance and security issues that businesses - small or large - in the sector need.

You have built up a considerable amount of

knowledge of the Casino industry in almost 20 years and combined with your former role in the Metropolitan Police this combines very well for your new enterprise.

In a challenging competitive environment, one of the key assets of a casino company is the trust its customers have in its operations. If good customers don’t have trust in the integrity of an organisation they will take their custom elsewhere and the reverse is also true: companies with bad reputations will attract bad people. My experience at Scotland Yard as a former senior police officer and then as a director of international casino companies has given me a unique insight into the vulnerability of gambling organisations and how to protect them without damaging what is essentially a leisure experience to be enjoyed.

The public perception of personal safety and security is also now a key risk issue. With international terrorism now targeting leisure venues and other soft targets, the threat to companies in the casino sector in a number of jurisdictions has increased very considerably. With the experience

Devising solutions to conquer technical, complex issues is rooted deeply in our company.

We have extented our product portfolio with products we know will support you even more...

See what we can do for you and join us at ICE 2016, 2-4 February, ExCel, London

gamingsupport.com

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Booth# N2-210

available through ExtraYard, we are well-placed to recommend effective and proportionate security measures that protect individuals without harming the business.

What do you foresee are amongst the key security aspects at land-based Casino’s that are likely to see the most change in the future?

I think getting international law makers and regulators to understand the impact of poorly conceived or applied anti-money laundering legislation on the gaming sector is going to be a major challenge. All the senior executives I speak to are totally committed to ensuring their businesses do not become havens for money launderers but, there is real concern that rules that have been applied in other sectors have been applied with little change and even less thought to the gaming sector. One regulator said that his expectation was that a casino manager should apply due diligence process in precisely the same way as a bank manager assessing a mortgage! That kind of comment shows a lack of understanding of both the level of risk and the very nature of the transactions the industry conducts. If the trend for tighter and tighter ill-fitting legislation continues, not only does the industry face an uncomfortable future but regulators risk driving gamblers to unlicensed operations, with all that risk they present.

There is also increasing regulatory interest in the convergence of measures needed to deal with money laundering and responsible gambling. It all comes down to being sure you know your customer and we can certainly help companies to do that.

company ExtraYard evolved and what are its main advantages for Casino operations?

I was thinking about how to protect assets and maximise commercial opportunities in the gambling and leisure sector. It occurred to me that operators regularly reach out to professionals like solicitors and accountancy firms to help with difficult and complex issues they cannot deal with in-house.

Often there are operational aspects that those other professionals don’t have the experience to deal with alone. They may also not understand well enough the workings and expectations of law enforcement or regulators. So I saw ExtraYard as providing both its own unique set of services and as offering a complementary set of skills to the other professionals. We have already established a very effective relationship with licensing and gambling consultants, Clifton Davies Licensing Consultancy Limited, and will do more collaborative work going forward.

For those wishing to learn more about the services ExtraYard provide Casino operations how best can they contact you?

As always, the easiest way is by email or through the website, rr@extrayardsecurity.com. Contracted clients have immediate 24 hour telephone access.

And finally What are your primary goals for 2016?

For all new businesses the early years are about building reputation. I’d like to see ExtraYard develop as the first port of call for companies that need extra expert help. My marketing plan really revolves around satisfied clients promoting ExtraYard through their own business networks.

Is your organisation concentrating on the UK and European Casino industry only or is it International?

We have considerable experience of the expectations of law enforcement and regulators across the world. I have personally been licensed in four international gaming jurisdictions and have worked both as an investigator and a company executive in a dozen or so more. So, no its not just the UK or the EU. We can offer the same suite of services pretty well anywhere.

Can you explain a little more about how your

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John Carroll, Managing Director, Carroll Consulting

Effective Communications Rebecca Green chats to John Carroll Managing Director Carroll Consulting

Can you provide our readers an insight into what is behind the success of Carroll Consulting?

Finding the right words for the industry – and that in all possible languages – that is in essence what is behind Carroll Consulting. And that from a person from the industry: The person behind Carroll Consulting is myself, John Carroll. I joined the gaming industry in 1993 and spent many years in sales and marketing, travelling extensively. Our industry is very personable and I have been able to get to know a great deal of people throughout the years. The industry magazines play a vital role – that is why there are so many of them. Online and social media continue to grow. The industry relies upon them as an important source of information. Manufacturers should make the most use

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of these – that is my job to ensure my customers get the most of this communication channel.

Why did you set up Carroll Consulting?

Like most of us, there came a time when I asked myself what is the next move, in which direction to go. I have always liked to take bits of information – like a jigsaw puzzle – and put them together – so that the sum is greater in value than the individual parts. And that is why I founded Carroll Consulting back in 2008 – to offer a complete communications service to our industry. Today my business covers near every part of the industry – machine manufacturing, cash handling, systems technology, online, mobile, roulette – to name just a few. These ‘jigsaw puzzles’ help to see how each

type interacts with the others – and the relevance each product segment plays.

My education gave me the right prerequisite for success. I studied a mix of business and languages, spending time abroad, for example learning a new language and a new mentality. The time I worked as an English teacher in Austria helped me to better understand my own language and how effective it can be when used correctly. The experience in the industry plus my prior background in languages has made the real synergy effect.

How can the services of Carroll Consulting boost a company’s profile in the gaming market?

In my opinion, the best communicated marketing is done by a person who understands the industry and has a flair for writing. The prerequisite to success – to understand my customer’s corporate philosophy – what makes this company special, answering the question – why should people buy from them? It is my job to translate this intangible notion into tangible work. Product understanding plays a key role – it is my job to ensure that the individual product and service benefits are highlighted in the right way. My customers operate globally and the gaming press is global. My task is to build my customer’s profile on a global scale.

Placement of advertising and negotiating advertising rates?

That’s naturally part of my service. I take away the ‘headache’ of PR and advise my customers where to invest in advertising, based on the set budget. I negotiate the best possible rates for my customers – new customers profit from the rates my company has agreed with industry press. My clients thus enjoy a cost saving for their adverts when working with my company.

Handling interviews and developing features that inform and educate the gaming industry all about the advantages gained by organizations that purchase the gaming companies products and services?

This is where it becomes complicated for many PR agencies. Yet this is my focus. To portray the interview or success stories, it is key to know and understand the persons being interviewed – and convey what they are talking about. This is where my industry knowledge plays it part. Furthermore, our industry is very personable and I have been able to get to know a great number of people throughout the years.

When a company wins a major order this can be to

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the advantage of that organization but in many cases that goes without any industry recognition. How can your services assist such a company?

For communications – there is no better sales person than your customer for positive feedback. Look how many of us check websites when choosing a hotel or a holiday. The same applies to our industry. If your customer is willing to praise you, then this gives existing customers positive feedback that they have made the right decision to work with this company.

And naturally it motivates potential new customers.

I make it a priority to speak with the customer of my customer in such a case – to get the most out of this praise.

Can you provide an overview of the services you can provide manufacturers and suppliers?

My services cover both external and internal communication needs. For external I mean communication to the industry press such as: press releases, case/success stories, news, interviews, features, pre-show and post-show reports. For internal communications I mean support to with my customer to bolster their sales activities – writing text for their website, writing brochures, filling out forms for exhibitions (such as the show catalogues).

I attend many major shows to ensure that my customers have optimal focus in the industry press.

It goes without saying that I then take photos of my clients at their stands so that the industry press have the accompanying pictures for such press releases.

Together with my customers, we create the advertising budget and I ensure that the adverts are placed in the right magazines in the corresponding months. We make best use of features and interviews in the press – adverts are placed for a reason – and that at a preferential price – that I have agreed with the magazines and that my customers benefit from.

The industry language is English – my mother tongue. Yet I can offer communications in all languages as I have a team of native speakers supporting me with translation requirements.

Basically I see it that it’s all about translating my customer’s plans into reality on the PR / communications front. Which products to focus where? Which magazines to advertise in? What features of the many global magazines are relevant?

What do we want to say in these features? What about news, such as new appointments? Or success stories that we want to talk about? How do I reach my target audience by print, online and social media?

What do the ads cost me? And the banners? My job is

to provide the answers to all these questions.

This is where Carroll Consulting differs from the competition. Writing one piece of news per month, for example, would only compare with a fraction of what my company offers. Writing interviews, features, preparing case studies haven spoken with my customer and their customer – all this takes time and focus. I work long-term with my clients and am there to support them – 24/7. Sometimes there is something that needs to be published at very short notice. My clients know I am there for them and provide the necessary support.

Manufacturers and Suppliers to the Casino & Gaming industry spend a lot of money each year attending shows, yet often do not consider the benefits gained with targeted marketing through mainstream magazines and news services that promotes their involvement with these shows and how best for those attending to insure they get to see them?

PR is an important part of the marketing mix. The gaming industry is extremely global yet is segmented into many sections, such as AWP, casino, VLT, online, etc. Local legislation plays a major role – so the message communicated in one country may not fit

in another. All this has to be taken into account – optimally by a specialist PR company such as Carroll Consulting.

For those wishing to find out more about the services you can provide how can they best contact you?

As a writer and communicator, please contact me by email: carroll@carrollconsulting.de And finally how did 2015 treat Carroll Consulting and how do you see the year ahead?

The continual positive feedback from my clients meant 2015 was another strong year for Carroll Consulting.

As always, I am here for my clients and often attend the shows to get direct feedback. Having already been to a show in London, the ICE awaits, then the shows in Ireland and Italy to name just a few. The investment in my business gives the right impulse to my customers and helps secure my company – for the long term.

At the end of the day, I see myself as an addition to the sales team of my customers – the salesman in the background so-to-speak, ensuring that the sales team at the forefront has the right PR and communications tools to help them grow their business as much as possible.

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Why Millennials Will Gamble!

How to get Millennials into the casino, get them gambling, and keep them there by Victor H. Royer

W

e all know that millennials are now the largest consumer group in the United States, surpassing even the Baby Boomers. We also know that – collectively – millennials are a bunch of spoiled brats who think they are entitled to everything, but don’t feel obligated to do anything to earn it.

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Yet it seems that every casino executive, researcher, or pundit is dashing head-first into the millennial mêlée, as if this group was somehow the end-all of all things casino. Manufacturers are scrambling to make games that “will appeal to millennials”, but no one really knows what that is, what they should be, or how to do it. And least of all the millennials themselves, who – collectively –

have no concept of what they want, how, or when.

Or why.

So, in this mad-dash to cater to them, casino corporations are building more and more nightclubs and dayclubs, spending millions and millions on them, and also building more and more sports arenas, shopping malls, sidewalk-cafes, Ferris wheels, water parks and whatnots – while at the same time saying things like: “Many of them [millennials] have no interest in gambling, and that’s fine with me.”

That’s Jim Murren, Chairman of MGM resorts.

Honestly, Jim – how can you say something that stupid?

Have you forgotten what kind of a business you are in?

You are in the GAMBLING business! Yup – THAT thing … the one you say you don’t care about.

This quote is from an article written by Anthony Cabot, which you can read at this link: http://ggbmagazine.com/issue/vol-15-no-1-

january-2016/article/we-are-getting-it-wrong What’s even stranger, is that in this article, Mr. Cabot is agreeing with this! Here’s what Cabot had to say: “He [Jim Murren] is exactly right. You conform your business to the customer’s preferences instead of trying to get them to conform to an antiqued business model.”

Seriously?

How do you think Las Vegas came to be?

How did it become so world-famous and so profitable? Was it because it conformed the “business to the customer’s preferences instead of trying to get them to conform to an antiqued business model”? Hmmm?

Since when has the Business of Gambling had to conform to anything? And why should it?

Las Vegas didn’t become world-famous and hugely profitable because it bent-over each time some group of one kind or another was touted as it’s end-game. Las Vegas, and the business of gambling, didn’t become so profitable because it conformed to anything!

On the contrary – it became so popular and profitable precisely because it did NOT conform to anything! It was a LEADER, and NOT a follower!

But that was at a time when the casinos were still run by people who understood that they are in the business of GAMBLING, instead of thinking they are in the business of everything else BUT gambling – as it now appears so thinks Jim Murren and Anthony Cabot. And others, too – shame on them!

In the above-referenced article, Mr. Cabot also writes: “They [millennials] like dayclubs and nightclubs.

They have no apparent problem with expensive bottle service.”

Ok – fine.

Dayclubs and nightclubs with expensive bottle service can be found anywhere. Even in places that have no casinos.

So why are those in the Business of Gambling scrambling to grease themselves and these spoiled brats in a breakneck slide into this oblivion of mediocrity?

Well – so say these so-called “leaders” of the gambling business – it’s because they spend a lot of money, and we’ll make good profits.

OK, no problem. Profits are good. No business can

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survive without them.

Atlantic City is now investing some $12 million in building another non-gambling nightclub. Good for them – well, maybe.

Something like that was a great formula when you had the likes of Frank Sinatra coming to play the 500 Club on the Boardwalk, when the only kind of gambling they had was illegal.

But now?

All that this “new thing” will do for Atlantic City is cost them more money, to build something that’s NOT unique to the city or it’s attractions, and divert money from far more profitable business centers into yet another stab at mediocrity, while causing more crime and hooliganism in the process.

In Las Vegas, this nightclub and dayclub rage is so over-saturated that it’s not only a drain on the profitability of the casinos which house them, but the ripple-effect of drugs, violence, shootings, and generally inhuman conduct among those who patronize these noisy centers of idiotic criminality is actually driving AWAY customers who DO matter – the GAMBLERS! No amount of non-gaming attractions – not even cumulatively among all such offerings – can even come close to the profits that can – and used to be – generated from those who actually came to casinos for the one reason that casinos exist – to gamble, and play the Casino Games!

And that’s why – and where – we have this Great Disconnect.

The problem is NOT that the millennials somehow “don’t want to gamble” – the problem is that those who now control the casino corporations – like MGM Resorts – have NO CLUE about the actual business model in which they operate!

Caesars Entertainment is still fighting Bankruptcy in courts, after they basically wasted some $20 billion of their investors money in their overall operations – by sheer corporate stupidity – and are still sliding in the precipice of their own making.

This kind of conduct – by MGM Resorts and Caesars and others in the business of gambling – is a disease – a cancer of ignorance and sheer folly – that’s been infecting the leaders of the gambling industry for several decades. Now to a point where it looks like we are transforming Las Vegas, and Atlantic City, into arcades for spoiled brats, instead

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of centers of adult gaming centers, as it ought to be.

It’s a death-wish being perpetrated in slow-motion all around us, and those that are in power to stop it are not only blind to it, but they themselves are, by and large, directly responsible for it.

So what shall we do with these pesky millennials?

Teach them to GAMBLE! That’s all they need.

These are kids who grew up in a world where they were told that competition is wrong, that reward for excellence is politically-incorrect, that winning is terrible because it means someone else has to lose, and that everything they want they should get without doing anything to get it.

So, they go to nightclubs and dayclubs, get drunk, drugged-up and wasted, spending money on expensive bottle service – as Mr. Murren so gloatingly pointed out – and, in general, cause more financial attrition of profits overall than they contribute.

BUT – make them “see” what they’re missing, and – done the right way – they will flock to casinos!

And, eventually, they WILL. Because they, too, will some day get older. And when they do, and realize how horribly they ruined themselves in their days of yore, they will then come back to the tried-and-true formula of great and traditional casino games.

Assuming, of course, that by that time we will still have casinos.

Based on statements like those of Mr. Murren and Mr. Cabot, maybe not.

Maybe by the time the millennials realize what they have missed, today’s leaders of the casino corporations will have done away with casinos altogether, and replaced them with endless treelined boulevards of faux-French Cafes, shopping malls, and boring parks littered with torn scraps of greatness of the past.

Victor H Royer is President of Gaming Services & Research. He is a 33 year veteran of Las Vegas gaming, a 25 year consultant to the gaming industry, author of 46 books, and more than 4,000 articles on casino games and gaming. In addition he has researched and authored over 300 industry reports on the subject of player preferences, marketing, player development and customer relations. He can be reached at: DrVHR@aol.com

Robert Ambrose, Instructor Gaming & Hospitality Center for Hospitality & Sport Management Drexel University

Collaborative Game Changer The traditional casino floor is being challenged by the next generation of customers. Robert Ambrose 35

I

think it’s generally agreed that the new casino floor culture should not alienate those that enjoy the traditional experience. There is a need to cross market and blend generational differences into a seamless connectivity of traditional and non-traditional experiences.

Property floor layouts are being tested in a range of experimental configurations to keep the traditional seasoned casino customers; -while at the same time, introducing the next generation of customers to a new experience.

Today’s customers are extremely savvy and have become increasingly more discerning about where they spend their time and cash making it essential for a successful hospitality/gaming operation to deploy equally sophisticated and differentiated offerings.

Floss Barber, CEO of Floss Barber Inc., whose clients include both hospitality and casino venues sees the Millennial demographic in more urban influenced casino and hospitality environments.

“The traditional casinos have been designed like suburban neighborhoods,” said Floss.

“Clusters of slots, then clusters of tables with specific areas for food and beverage. The presentation has been predictable.”

“Urban environments are dynamic and ever changing with intermixed users, easy access to a variety of authentic food establishments and dynamic entertainment. There are dense areas and quite spaces, green spaces, parks and night life to fit your mood.” said Floss.

This is reminiscent of what Caesars did with the “LINQ” project in Las Vegas, which has taken a former non-descript area on the strip to a presentation of interest for a multi-generational mix; of indoor/outdoor activity-with a strategic eye on the “M’s.”

Other models include, the Cosmopolitan which is a buzz with new floor changes. Lagasse’s Stadium, the recently opened sports bar at the Palazzo offering an environment of unique F&B is an atmosphere where the “M’s” felt right at home. And I will add that this baby boomer enjoyed it as well!

In Atlantic City new clubs and areas of interest are popping up all over town. In 2015 Resorts Hotel Casino opened the first on-line lounge while the Tropicana renovated the casino floor which further complemented the successful Quarter F&B and

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retail configuration. The Borgata offered a freethrow basketball tournament with a prize of $20k with a $20. buy-in. A first attempt at what the market called “skill-based” gaming.

Collaborative Game Changer Discussions.

As the industry begins its entry into the skill based gaming product it is important to know that it’s ok to be different. Stakeholders, game designers and regulators must collaborate going forward to better understand and educate themselves on these products. Collaboration at this level is important.

It is about knowledge shared, establishing the regulations and offering a transparent product to the public in definition and content.

Recently I spoke with Aaron Hightower, President of NanoTech Gaming. [See Casino Life October 2015, pages 42 to 46 for our exclusive profile on NanoTech Gaming.].

“Helping players and operators understand what drives revenue higher for skill-based technology is no easy task,” said Hightower. “This is the new frontier.” NanoTech’s patented math model has no mathematical exposure to the casino. “…Due to player skills they are creating an entirely new category that have the potential to drive revenues higher than what have ever been seen before.

In this new frontier, not just the players need to learn how this all works, but the operators as well, because both stand to benefit tremendously armed with this new knowledge,” said Hightower.

It is clear we have to move beyond the limitations of our known parameters. Insight should not be defined in hindsight.

There may be “unsuccessful attempts.” Not every casino floor layout, game change out, new culinary experience, or entertainment lounge is going to score high with the “M’s.” Remember, in these attempts, everything is a work in progress to a path to making it work!

Keep the casino floor fresh, the property experience unique and the goal of multigenerational satisfaction a priority. Probing with respect to the millennials is constant research into the personality of the business model; whether it is the gaming environment or the game product itself.

It may be a try and re-try model.

Result a multi-generational experience. World’s colliding? I think not.

The NOVOMATIC

V.I.P. Experience

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Royal V.I.P. Comfort The NOVOSTAR® V.I.P. Royal takes the Very Important Player Experience to the top!

The huge 65“ upright curve screen is the perfect display for games without limits and entertainment in great style.

The NOVOMATIC range of V.I.P. cabinets thrills your guests with the biggest gaming attraction in panoramic style. The perfect ergonomic distance to the giant screens guarantees hours of spectacular gaming entertainment in great comfort for games without limits.

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The NOVOSTAR® V.I.P. III blends V.I.P. slant top comfort with a panoramic game presentation on two huge screens for its unique Very Important Player Experience!

NOVOMATIC proudly presents the Very Important Player Experience in compact lounge style. There is no better way to offer the unique V.I.P. feeling to the guests in space optimized lounge format.

International Sales: Jens Einhaus, Phone: +43 2252 606 319, sales@novomatic.com

SPOTLIGHT - ICE 2016

NOVOMATIC Boasts Very Important Player Experience at ICE 2016

A

lready hailed as the ‘Gaming Technopolis’ and unarguably Europe’s major gaming show, ICETotally Gaming 2016, will once again provide a magnificent setting for NOVOMATIC’s premiere display of new and innovative Very Important Player Experiences.

The traditionally spectacular NOVOMATIC booth will cover all aspects of gaming with products and solutions for a variety of international markets and their particular segments.

From February 2nd-4th the ExCeL Exhibition Centre in London’s Docklands will be transformed into Technopolis, a city within the city of London, entirely dedicated to the future of gaming. A significant area of this gaming show of superlatives will be taken by the NOVOMATIC booth with a comprehensive presentation of the collaborative R&D efforts within the Austrian gaming group and its international

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subsidiaries and competence centres.

In order for visitors not to get lost among the plethora of product, the huge NOVOMATIC booth

SPOTLIGHT - ICE 2016 space will again be sectioned into individual spaces that cater to the various industry segments such as casino products, systems and cash management solutions, arcade and pub products, sports betting and lotteries as well as interactive solutions.

Upon entering the south hall visitors turning left will find themselves in an international Arcade & Pub area where they are welcomed by the teams of LÖWEN Entertainment, Crown Technologies, NOVOMATIC Italia, NOVOMATIC Gaming Spain and Novo Gaming Netherlands with an extensive range of AWP/LPM and VLT products. Moving on, the products array of NOVOMATIC UK (Astra Games, Bell-Fruit Games, Empire Games and Gamestec) and Eurocoin for the UK and international markets follows. On the right hand side NOVOMATIC SPORTS BETTING SOLUTIONS and NOVOMATIC LOTTERY SOLUTIONS will reside side by side, each with a true omni-channel offering for discerning operators.

Moving on right-handed a large NOVOMATIC Interactive area will cover the right wing of the booth boasting varied online/mobile/social gaming products and solutions from subsidiaries comprising Greentube, iGaming2Go, Funstage, StakeLogic, Mazooma Interactive and Extreme Live Gaming.

At the head of the booth concludes the main section which will be dedicated to the full range of innovative casino gaming technologies and systems, presented by NOVOMATIC and Octavian as well as to the traditional hospitality area and, slightly above, a tier of meeting rooms for secluded talks and negotiations away from the noise of the show.

As in previous years there’s no way past the NOVOMATIC booth – located as it is right at the heart of the show!

Visitors, partners and guests will be greeted with the famous Austrian hospitality and treated to NOVOMATIC’s own Very Important Player Experience. No enquiry shall remain unanswered and all requirements will be elucidated by the many product experts for the various industry markets and segments.

There’s no pleasure like the frisson of anticipation, and we’ll not give the game

away by revealing that for 2016 the Very Important Player Experience will be augmented with massive additions to the V.I.P. range of cabinets. Whereas the NOVOSTAR® V.I.P. II is already a smash hit on the international casino floors, NOVOMATIC will launch no less than four new VIP cabinets.

Further attractions on the NOVOMATIC booth will, of course, come in the form of new games, fresh multi-game editions, jackpots and solutions as well as the omni-present video content delivery system Absolute Vision™ that will turn the booth into a truly spectacular arena of action and innovation.

The teams of NOVOMATIC and its various affiliate companies look forward to welcoming visitors, partners and guests at ICE – Totally Gaming 2016.

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SPOTLIGHT - ICE 2016

The Pulse of Luxury Gaming on Display in Interblock’s ICE 2016 Exhibit

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SPOTLIGHT - ICE 2016

AS VEGAS, Nev. (Jan. 12, 2016) –Luxury gaming manufacturer Interblock® continues to build on a 25-year history of innovation that has advanced the technology of multiplayer electronic table games. The company enters 2016 in full force by introducing the PULSE of Gaming to ICE Totally Gaming at booth #S4-210.

Interblock Global CEO John Connelly said, “Over the past year, we have increased our investments in R&D, service, player research, and our executive management team to analyze every segment of our portfolio. A primary focus for Interblock in 2016 will be the introduction of new, innovative technology designed to enhance the player experience, while bringing a new level of entertainment to the ETG Segment.”

Interblock will showcase a diverse profile of electronic table games, side bets, enhanced player information displays and functionality at ICE. One of the company’s latest innovations scheduled to be on display was driven by customer feedback.

The MiniStar String comprises three play stations that can be placed in a remote location, and allows operators to easily add and connect additional play stations to existing MiniStar Roulette products on their casino floor.

The company will also demonstrate its revolutionary PULSE ARENA, which blends the energy of latest trends in gaming, interactivity and entertainment to create an exciting new gambling experience for established players, while attracting new players to the casino floor. The PULSE ARENA stole the show at last year’s Global Gaming Expo in Las Vegas by showing operators how they can select different gambling-enhancing themes to attract any type of player segment, whether it’s a club-like vibe, tournament functionality, or education for beginning players.

At ICE, Interblock will demonstrate the scalability and flexibility of the PULSE ARENA’s solutions by connecting the following diverse Interblock products: • Diamond Roulette Generator • Diamond Multi-hand Card Generator • Dealer-assisted Baccarat and Blackjack tables

• SicBo Dice Generator • StarBar • Diamond and Organic Bar Tops StarBar, the highly anticipated multi-game, multi-play product that allows players to easily toggle between traditional table and video poker games and can offer more than 500 games per hour, will be launching into the market this year. In the ARENA, operators will be able to see StarBar’s elegant design built to maximize casino space. The StarBar is easy to install into any existing or new bar counter, and can be customized to meet the unique requirements of any gaming establishment.

The innovative, new play station can be used as a standalone bar-top gaming machine and/or be connected to external generators to play Interblock dealer-assisted, multi-player video, or automated games – including those based on dice, cards, and roulette.

Connelly said, “2015 was a year of building foundations and implementing processes and procedures, positioning Interblock at the forefront of global growth in 2016. We knew we had the industry’s best products. Now we have the infrastructure in place to bring those products to every gaming market around the world, and even more deeply into the markets that already know us.”

The company continues to set the industry standard with its market-leading innovations.

Experience the PULSE of Interblock at booth #S4-210.

Join Interblock on Facebook, LinkedIn, Twitter and YouTube.

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SPOTLIGHT - ICE 2016

AMATIC INDUSTRIES brings power to ICE ‘Stay individual, select AMATIC’

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MATIC Industries from Austria will be bringing Fire and Ice to the International Casino Exhibition (ICE) that is set to take place between 2nd and 4th February at the ExCel Centre in London. ‘Fire and Ice’ is just one of several new games that AMATIC Industries will be showing at the ICE for the first time.

AMATIC Industries is a family-owned gaming company that has created a name for itself by bringing innovative and complete solutions to the market.

Whether gaming machines, games, multiplayers or online and mobile gaming – all this and more is developed by the AMATIC team that has over two decades of experience. The AMATIC slogan of Stay individual, select AMATIC well explains AMATIC’s position in the industry.

The Performer Grand Arc (PGA) slant-top gaming machine is a great example of this innovative prowess. It the hit at last year’s ICE with its curved design. Available last year with two or three screens, the Performer Grand Arc truly attracted the attention to visitors to the AMATIC stand. In particular, the Performer Grand Arc with three monitors perpetuated the exquisite design.

Another AMATIC prominent gaming machine – the Amarox C24, is the upright brother of the PGA slant top will be at ICE. The Amarox C24 brings the famous AMATIC curved design to the upright slot design world.

The AMATIC team has further optimised the design of the Amarox C24, making it stand out even more, and this version will be on show at the ICE for the first time.

Further new games include titles such as Billy’s Game, Flying Dutchman, Fruit Box, Grand Tiger, La Gran Aventura and Vampires. Billy’s Game is the latest addition to the popular theme based around the gangster called Billy. Indeed Billy’s Gang retains its popularity with AMATIC fans throughout the globe.

The mix of fruit-based and feature-based games – all designed 100% in-house by the AMATIC team – is the strength of AMATIC. It is this power that has made AMATIC what it is today – namely the master of MULTI GAME.

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AMATIC Industries is also a true force in the automated multiplayer market with its Roulette Grand Jeu range. These electronic roulette machines offer a full spectrum of possibilities – with one or two roulette wheels with the positions are built in to one unit.

The Roulette Grand Jeu WS22 is available in the racing colours red and yellow alongside the traditional brown. The Roulette Grand Jeu Double has the two integrated roulette wheels and four largescreen monitors above it as the top-ofthe-range version from AMATIC Industries. Depending on local legislation, players can bet on either or indeed both of the roulette wheels at the same time. All this is rounded off with the Roulette Grand Jeu Solitaire. This is the stand-alone alternative, the flexible and modular solution that can be combined with any number of Terminals.

AMATIC Industries offer complete solutions. For landbased operators, the Casino Online System includes clever features like Player Tracking and Cash Card and enables operators to link together all AMATIC’S solutions into their complete machine park. AMATIC Industries offers a wide range of Jackpot Systems – something that is set to gain in importance when operating the four-screen version of the Performer Grand Arc. Online gaming is another speciality of AMATIC Industries. AMATIC Industries knows how important the casino feeling is for roulette players. This has been embodied in Real Roulette at grandx.com. Live Roulette can be played online at a real casino. The online solutions naturally also include numerous slots games from AMATIC Industries.

The large stand at S3-350 team will house the complete gaming solutions of AMATIC Industries. Stay individual, select AMATIC.

SPOTLIGHT - ICE 2016

Ortiz Gaming Will Bring Hot New Product to ICE

Ortiz Gaming, the multinational video bingo and gaming machine developer, will exhibit their innovations and technological advancements at the Excel, London

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rtiz Gaming will present its gaming products at the ICE Totally Gaming Tradeshow, February 2nd4th at Excel in London.

Ortiz Gaming is known in the gaming industry for delivering the best video bingo games. The multinational gaming giant has recently expanded their product offerings to include various game styles, like slots, keno and lottery, as well as offering various interactive gaming options through their Ortiz Interactive division.

“Over the past year we have expanded our business throughout Europe. ICE, as a global show with a large influence from the European Gaming market, is the perfect platform for Ortiz Gaming to display our new global offerings, especially our Interactive line, as well as new games and products meeting the needs of this prominent market,” stated Maurilio Silva, president of Ortiz Gaming.

Ortiz Gaming will present new products at the show as well as various industry favorites like the sleek and innovative O-Future™ cabinet. The O-Future cabinet has a futuristic design with large, double HD touch screens, surround sound and an ergonomic design to enhance the player experience, while offering ultimate comfort.

From Ortiz Interactive, iContent will be on display. iContent makes the entire Ortiz library of games available as content for almost any interactive platform, including social media, mobile and online. Additionally, iContent also offers lottery solutions. iContent has received great feedback since being revealed at the 2015 G2E last September.

Ortiz Gaming will also display a variety of cabinets, systems and new titles during the show. Visit Ortiz Gaming at booth N3-360 to experience the power of bingo in your hands.

About Ortiz Gaming Ortiz Gaming is a leading multinational company in the gaming industry. We provide the finest gaming products on the market, and deliver multi-platform games through Social and Mobile platforms, always bringing innovation and new experiences for players. Our gaming concepts are a proven model in North America, Europe, Latin America and Asia.

Our passion for innovation and technology has evolved Ortiz Gaming into a successful and lasting industry giant across the globe. Raise your Expectations.

February 2nd -3rd, 10:00AM – 6:00PM and February 4th 10:00AM – 4:00PM Ortiz Gaming Booth N3-360, Excel, London One Western Gateway, Royal Victoria Dock, London, E16 1XL

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