CASINO Media for owners and management of international casinos
Issue 06
UKRAINE INTERNATIONAL EDITION
Betting on Blazing 7’s Blackjack
Editor’s Note
Published by Outsource Digital Media Ltd
Editorial: Editor Lyudmyla Kyrychenko lyudmyla.kyrychenko@outsourcedigitalmedia.com Associate Editor Eastern Europe: Aydin Guney aydin.guney@outsourcedigitalmedia.com International Editor: Victor Royer victor.royer@outsourcedigitalmedia.com Associate Editor Asia: Bill Healey bill@outsourcedigitalmedia.com Associate Editor North America: David McKee david@outsourcedigitalmedia.com
Production: Designer: Stewart Hyde stewart@totaldesignworks.com www.totaldesignworks.com Subscriptions: Helen Holmes accounts@outsourcedigitalmedia.com IT Director: Pasha Kuzminskiy pasha.kuz@gmail.com Publisher: Peter White Tel: +44 (0) 1892 740869 Mob: +44 (0) 7973 273714 peter@outsourcedigitalmedia.com Issue 06
Welcome to Casino Life Ukraine Magazine’s newest issue! This is an exciting time. Ukraine has just celebrated the 30th anniversary of its independence—an event that is significant for every Ukrainian, for our businesses, as well as for foreign investors in general. It is noteworthy that it was at this time that the gaming industry was rapidly developing in the country, one luxury casino after another was opening, exciting poker tournaments (such as the National Challenge Cup) took place and international exhibitions were held, etc. The Ukrainian government has shown a huge step forward in terms of the latest recommendations on responsible gambling. It has mandated ID registrations at casinos and made some other significant changes. However, unfortunately taxes have not changed. This adversely affects the number of clients and investors drawn to Ukraine from other countries. Even an industry as accustomed to high taxes as gaming will find the Ukrainian rates steep and potentially deterrent. Following the Olympic games, international and local sports betting seems unusually exciting and unpredictable. I hope everyone was watching the world heavyweight boxing fight between Anthony Joshua and Olexander Usyk, which shows the huge potential Ukraine has to offer. As a Ukrainian lady, I am proud to see such a gem of sportsmanship as Usyk in the boxing ring. He won the competition and took home the WBA Super, WBO, IBF and IBO heavyweight titles, quite a haul. Usyk adds these belts to his Olympic gold medal and other division titles. I will be looking forward to seeing his next victories. In September, my colleague and Casino Life Magazine publisher, Peter White, had the pleasure of personally visiting the wonderful international exhibition, Ukrainian Gaming Week. He also took in the Billionaire Casino in Kyiv, as well as the Shangri La (whose general manager, Helen Keane, he interviews in this issue) and of course came to appreciate our Ukrainian hospitality. Conversely, I recently had a chance to visit Birmingham, United Kingdom, and a place full of history: Rainbow Casino. It stood out for its friendly staff, shiny rainbows inside and a “pot of gold,” of course. You can read about it in my interview with Managing Director Duncan Savage. Now I am now looking forward to November so I can visit the gaming industry exhibition being held from the 24th to 26th at the National Exhibition Center, Kyiv. I hope to see you there. At Casino Life Ukraine, we love to tell your success stories. If you want to share your story with us, please contact me by email: lyudmyla.kyrychenko@ outsourcedigitalmedia.com
Lyudmyla
Editor, Lyudmyla Kyrychenko
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CASINO UKRAINE
Media for owners and management of international casinos
INTERNATIONAL EDITION
Contents 8
3
Editors Note
5 Statement by Anton Kuchukhidze Chairman Ukrainian Gaming Commission 6 VBET has become the “Premium” sponsor of the Ukrainian National Football 8 Inspired by the past creating for the future Helen Keane GM Shangri La Casino Interview by Peter White 14 Partners in Growth Casino Life Ukraine Interview with Ganna Buiadzhy, Managing partner VigoLex Law Firm 19 IGT: Driving Performance in the Ukraine
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23 Renewing for the Future Scientific Games, Jon Lancaster Vice President of Sales EMEA chats to Lyudmyla Kyrychenko 27 Silver Lining Silver Lining Duncan Savage, Managing Director, Double Diamond chats to Lyudmyla Kyrychenko 32 Gaming Industry Expo Autumn 2021 Preview
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39 So why should I hire a Casino Consultant? By Andrew Cosgrove
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Editorial Policy: The views and opinions expressed in Casino Life Ukraine 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 Severn Print.
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Feature: Anton Kuchukhidze
Statement by Anton Kuchukhidze, Chairman of UGC, on communication with the media
I
would like to inform you that numerous public figures quite well-known in the media are joining our organization. One wonders, therefore, who has the right to speak on behalf of the Ukrainian Gambling Council to the press and government authorities according to the internal regulations, so that there are no manipulations and uncertainties concerning our partnership. 1. The main responsible person empowered to speak or sign documents on behalf of UGC, is its Chairman. As of today, I hold this position, so I will fulfil these responsibilities. The Chairman of UGC is the only official having the right to speak on behalf of this organization, who is fully responsible for its results to the association members. 2. On behalf of UGC, other persons may contact the media or state authorities and represent the interests of the Ukrainian Gambling Council members only with the consent and appropriate
written instructions of the UGC Chairman. The person receiving such an assignment has the right to make it public and inform the media or state authorities during the relevant event.
3. I would also like to clarify one crucial thing. I am a professional international relations expert and my professional work comprises two fields of activity. First of all, I am an international relations expert, and only then I am a public figure and Chairman of UGC. Dear media representatives! There are many comments I made on the internal and foreign policy of Ukraine, but it is crucial to clarify that UGC and its Chairman do not comment on the political agenda, political parties and leaders, as well as we do not participate in political processes. We don’t do politics. Issue 06
Anton Kuchukhidze, Chairman of the Ukrainian Gambling Council
All my comments and television programs in which I participate as international relations expert should be considered a subjective position of an individual and an international relations specialist, and not a UGC representative. This is important to understand. This is a crucial message for members of our organization and our future partners. Once again, UGC does not participate in politics. My activities related to political analysis and consulting is separate from public activities, and in no way I will comment on the political situation in our country as the Chairman of UGC. Dear media representatives! If you have any additional questions on communication with UGC, you are free to contact our website or me personally on Facebook. 5
News: VBet
VBET has become the “Premium” sponsor of the Ukrainian National Football Team
V
BET has become the “Premium” sponsor of the Ukrainian National Football Team. The sponsorship will last for three years, it started on September 1 , on the day of Ukraine vs Kazakhstan match in the 2022 World Cup qualification round. “Vbet is happy to start cooperation with the main team of Ukraine. Not so long ago, every Ukrainian watched the brilliant performances of the team during EURO 2020. We were all happy with the team reaching the quarter-finals. Those fantastic emotions will contribute to the development of football in Ukraine. Vbet is proud to be a part of this team and will do anything for Ukrainian fans to be as close to the team as possible. The team coaches and players could also feel the support of the 12th player,” said Vbet Ukrainian chief director Georgi Givishvili. 6
“The support of sponsors and partners creates a solid basis for the development of national football and the realization of goals. We welcome Vbet to our big football family. I am sure that together we can make the favorite game of millions more spectacular and interesting for the fans. Attending the matches of the national team is not only about watching the match, but it’s about special patriotic atmosphere, many interesting events, an unforgettable holiday, when millions of hearts beat for one goal - for the Ukrainian National Team. We believe in victories and we head towards them together with our partners,” said Andrey Pavelko, Ukraine Football Association president and a member of the UEFA Executive Committee. https://uaf.ua/article/43152 - official sourсe www.casinolifemagazine.com.ua
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Feature: Shangri La Casino Helen Keane General Manager Shangri La Casino Kyiv
Inspired by the past creating for the future Shangri La Kyiv reaches for new heights 8
www.casinolifemagazine.com.ua
Feature: Shangri La Casino
S
hangri La was a mystical, almost unreachable paradise in James Hilton’s 1933 novel “Lost Horizon” but Storm International has made it quite accessible with its chain of Shangri La-branded casinos (although there is a dress code). Shangri La most recently made its imprint on Kyiv and General Manager Helen Keane helped make it happen. Publisher Peter White visited with her and learned about the joys—and challenges— of operating in Ukraine. What have been your primary responsibilities and objectives in your role with the Shangri La Casino? My main responsibility has been to implement all policies and procedures within the casino, all budgeting, game limits, overseeing all marketing Issue 06
and making sure we have the correct amount of well trained staff to welcome our guests. When did you arrive and how has the tasks of recruiting experienced croupiers, dealers pit bosses etc? I arrived one month before opening as Storm’s project team had already built and equipped the casino. Our fantastic HR manager Masha had already hired all staff for the casino and they were going through training courses in operations and PR. The large training school for the new croupiers were already in their final month of training. Prior to your role at the Shangri La Kyiv you were based at the Shangri La Minsk. What was it like to 9
Feature: Shangri La Casino
live in Belarus and what business levels like at the Casino? Minsk is a beautiful city, very clean and not at all dangerous. Minsk is a good market but all of it is junket business as the local business is non-existent. It relies on Turkish, Russian and Arabic players. Are most guests at the Casino, Ukrainian and Russian at present and do you see a steady increase in VIP guests from neighbouring Countries as well as overseas? We have approximately 70% Ukrainian business and 30% foreigners. We haven’t seen any Russians and our foreign players are mainly from Saudi Arabia, Kuwait, Turkey and Israel. How many Languages spoken by staff at the Casino and what level of importance does the Casino have for guest from the many overseas destinations that tend to visit Ukraine? 10
www.casinolifemagazine.com.ua
Leading
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IGT продовжує вражати Україну найкращими у своєму класі ігровими автоматами, багатими мультиігровими бібліотеками, надзвичайно цікавими прогресивними джекпотами, а також відданими людьми, які допоможуть вам у зростанні! Зверніться до регіонального менеджера з продажу або завітайте до нашого київського офісу. Найкраще повертається. І стає ще кращим. Пакет USwitch™ Orange із 40 іграми, ігрові автомати
Лаша Гогіберідзе, регіональний менеджер із продажу 8-й поверх, офіс 105 | вул. Жилянська, 68 | Київ | 02000 +380 50 446 6582 | Lasha.Gogiberidze@igt.com
©2021 IGT The trademarks and/or service marks used herein are either trademarks or registered trademarks of IGT, its affi liates or its licensors. Artwork, descriptions, game play, photographs, videos, and other product details depicted are subject to change.
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Feature: Shangri La Casino
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Shangri La brand is pretty famous for its atmosphere of comfort, luxury, security and of course exceptional customer service. And they can feel it in every Shangri La we have built.” All line level staff speak Ukrainian and English. However we also have Turkish, Russian and Arabic speakers for specific guests. Can you provide readers with the details of the additional benefits provided for Guests of the Shangri La? Shangri La brand is pretty famous for its atmosphere of comfort, luxury, security and of course exceptional customer service. And they can feel it in every Shangri La we have built. Above all we offer all foreign players flights and hotels as well as nightlife and spa treatments. As for local players they have prize games, buffets and concerts. Are there any specialities in your VIP rooms? VIP Rooms patrons are provided with an impressive 12
level of comfort with their own private bar, large plasma screens for sports events and washrooms. They also have a private street entrance and designated highly trained staff. Although it’s early days what have the numbers been like since opening? We have been happy with the local headcount but to be honest not enough foreign players are visiting and why would they when they have to pay tax on winnings, whereas they can go to 15 other countries to gamble in the same region without having to pay any tax on winnings? From a long-term perspective what suggestions would you like to provide those in the Ukraine Government about how best to insure the future www.casinolifemagazine.com.ua
Feature: Shangri La Casino
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VIP Rooms patrons are provided with an impressive level of comfort with their own private bar, large plasma screens for sports events and washrooms. They also have a private street entrance and designated highly trained staff. success and continued investment by both domestic and international investors into the Countries Land Based Casino sector? The tax on winnings is a strong barrier for the future investments. Cancellation of that alone will massively increase gaming tourism. Don’t forget that these gaming tourists also bring huge money into the economy by spending on hotels, restaurants, bars, clubs and high end shopping. What is the dress code for the Shangri La Casino and are patrons required to provide Valid ID? We only let people in with a smart casual dress code. Shorts and sandals are not allowed. All players are required to show valid ID. What as the choice for the suppliers of new chairs, Issue 06
Slots, Tables, shufflers, and Wheels? For wheels and shufflers we only use Cammegh and shufflemaster. All tables were produced in Ukraine and are a great quality. Also we have variety of the very latest licensed slot machines, such as EGT, IGT, Novamatic and Scientific games. Have you anything else you would like to add? I have worked for Storm International for over 18 years and I am very happy and proud to be involved in the opening of the first Shangri La in Ukraine. Although I have only been in Kyiv for a few months I can say it is a wonderful city to live in and the people I work with all have a great team spirit and high level of professionalism. 13
Feature: Ganna Buiadzhy
Partners in Growth Casino Life Ukraine Interview with Ganna Buiadzhy, Managing partner VigoLex Law Firm
T
ell us about VigoLex Law Firm? Yes, sure. I have always been certain that the potential of the Ukrainian market is very large, but how actively foreign operators will enter the it depends primarily on how clear and transparent the taxation system will be. Another important factor is the adequate ratio of the taxation system and the cost of a gambling license. Almost all experts who comment on the gambling industry say that there are two main approaches to the regulation of gambling in the world: 1 - high license cost and low taxes; 2 - relatively low license cost, but with high tax rates. Ukraine has found its own special
Ganna Buiadzhy, Managing partner VigoLex Law Firm 14
third way. We have established an exorbitant cost of licenses and retained the high level of taxation, and this despite the fact that the tax rates and payment procedure are not completely clear. At the moment, the parliament in the first reading adopted a law draft that provides a resolution to this issue, in particular, by fixing a single tax rate for all types of gambling at 10%. Therefore, if the draft is passed in its current state or at least close to the present version, we expect that Ukraine will become an even more attractive country for foreign investors. Now most of our clients have opted for a wait-andsee policy, they want to see how the market works. Any business has to make money, and according to the current system, using the simplest calculations, it is not clear “where is the money, Billy?” For those who want to work legally and transparently, it is clear that operating in Ukraine is not very profitable yet, www.casinolifemagazine.com.ua
Feature: Ganna Buiadzhy so they are ready to enter the market subject to clear and transparent rules of the game, in particular, clear and affordable tax rates. What are the specific areas in Gambling does VigoLex specialise and does the law firm assist both Land Based and Online Casino Operators as well as organisations wishing to supply services or products to the Gambling industry in Ukraine and Georgian Markets? VigoLex law firm specializes in servicing online and offline gambling operators. Of course, we started with servicing clients, who mainly work in the field of online gambling and operated on the basis of a license obtained in Curacao or Malta. However, over time, brick and mortar establishments were added, which subsequently expanded our legal expertise and for us became a new and interesting experience. At the same time, in the long run, our main focus remains online casino support. At the moment, we do not represent the interests of clients in the Georgian market, but we are always ready for new challenges and expanding our client base and geographical coverage. What was involved in your role of Managing partner at VigoLex? For six years I held high positions in civil service, however, at a certain point, given the political situation, I decided that it makes sense to return to
the private sector and completely change the scope of my activity. Therefore, at the beginning of 2020, I made an absolutely impartial and verified decision that I was ready to leave the post of State Secretary of the Ministry of Justice of Ukraine and return to law practice. Previously, for many years, as an attorney at law, I rendered services to Ukrainian and foreign businesses, specialized in corporate, international private and commercial law, and, of course, also dealt with economic and administrative proceedings. So, in April 2020, I headed VigoLex law firm, which is interesting to me because it offered me an opportunity to grow in new areas in which I did not previously worked. At the same time, I am a specialist in international private law and in the field of corporate business structuring, therefore my knowledge is relevant for IT business and for those who operate in the field of gambling. In addition, having significant experience in the field of public Issue 06
administration, I understand the task of the newly created gambling regulator - the Commission for the Regulation of Gambling and Lotteries, so it was not hard for me to build a working relationship with it. At the moment I am a member of working subgroup on the preparation of draft regulations in the field of gambling and one of the experts in the field of gambling in Ukraine. Over the past year you have spoken at a number of gaming industry conferences relating to Ukraine and Georgia Gaming legislation, what has been amongst the most frequently asked questions? If we discuss the frequently asked questions, then, without a doubt, those concern the peculiarities of obtaining licenses for conducting gambling activity in Ukraine. This issue is extremely pertinent, since this is a new area and the last year was the year of the preparation and formalizing the practice of obtaining gambling licenses. Therefore, potential operators and clients were interested in the procedure and conditions of obtaining a license, the time necessary to prepare the documents, as well as the cost of such a license. Also, very popular inquiries are: • the reasons for the high price of the license; • the intricacies of taxation in the field of gambling; • the process of certification of gaming equipment; • features of further work on the gambling market in Ukraine. These questions are quite logical, since they are completely new for the entire market. Especially many questions arose from non-residents, since for them certain aspects of operating in Ukraine are largely incomprehensible. Therefore, I tried to ensure that my answers were always as practical as possible and close to real life. Separately, it should be noted that some of my articles and comments are related to the advertising of gambling in Ukraine. Despite the fact that this area was discussed quite a lot and lively, the issue of advertising is still quite controversial, since it is at the intersection of administrative issues (obtaining permission to place advertising, advertising texts, 15
“
Feature: Ganna Buiadzhy
The name did not appear by chance. We thought for a long time about the name of the group of companies, we wanted it to be meaningful, sound good and easy to remember. In addition, we wanted the core of the name to be compatible with the different directions in which the companies operate.” etc.) and, in fact, the scope of gambling. I have repeatedly expressed my thoughts regarding Ukrainian legislation, which, in my opinion, has a number of gaps and shortcomings, both due to the fact that the law does not include Gambling Commission as one of the subjects that has the right to impose penalties on abusers of the provisions of the law on advertising gambling, and the fact that in the special law on the regulation of gambling, the procedure for advertising such games is not established. The legislator bypassed this issue, which, in my opinion, did a disservice for all gambling operators, since the present chaos of gambling advertising on the Internet harms the operators themselves, who would like to work within the legal field if such the rules were set by the state. By the way, the principles of responsible gambling, oddly enough, also aroused particular interest, which is befitting. This testifies to the awareness of most of the market on this matter. Do you plan to visit Shows in the future such as G2E Las Vegas and ICE London in 2022? Before the pandemic, representatives of our group of companies regularly attended exhibitions in Malta and London, most recently in the winter of 2019. Visiting exhibitions in 2022 is a question of time. First of all, it depends on the epidemiological situation both in my country and in the world. Of course, this is appealing for us, and we would like to attend such events, since these are the largest international platforms where the most pressing issues and news in the industry are discussed. We want to remain informed on these issues, but as I have mentioned, it all depends on the further epidemiological situation. How did the company come up with the name VigoLex? The name did not appear by chance. We thought for a 16
long time about the name of the group of companies, we wanted it to be meaningful, sound good and easy to remember. In addition, we wanted the core of the name to be compatible with the different directions in which the companies operate. After lengthy reflections and discussions, we settled on the English word “VIGOR” - energy, strength, power. Do you see a lot of opportunities for International Land Based and Online Gaming organisations in Ukraine? Yes, sure. I have always been certain that the potential of the Ukrainian market is very large, but how actively foreign operators will enter the it depends primarily on how clear and transparent the taxation system will be. Another important factor is the adequate ratio of the taxation system and the cost of a gambling license. Almost all experts who comment on the gambling industry say that there are two main approaches
to the regulation of gambling in the world: 1 - high license cost and low taxes; 2 - relatively low license cost, but with high tax rates. Ukraine has found its own special third way. We have established an exorbitant cost of licenses and retained the high level of taxation, and this despite the fact that the tax rates and payment procedure are not completely clear. At the moment, the parliament in the first reading adopted a law draft that provides a resolution to this issue, in particular, by fixing a single tax rate for all types of gambling at 10%. Therefore, if the draft is passed in its current state or at least close to the present version, we expect that Ukraine will become an even more attractive country for foreign investors. Now most of our clients have opted for a wait-andsee policy, they want to see how the market works. Any business has to make money, and according to the current system, using the simplest calculations, it is not clear “where is the money, Billy?” For those www.casinolifemagazine.com.ua
“
Feature: Ganna Buiadzhy
VigoLex law firm specializes in servicing online and offline gambling operators. Of course, we started with servicing clients, who mainly work in the field of online gambling and operated on the basis of a license obtained in Curacao or Malta.” who want to work legally and transparently, it is clear that operating in Ukraine is not very profitable yet, so they are ready to enter the market subject to clear and transparent rules of the game, in particular, clear and affordable tax rates. What advice would you provide an organisation in land-based and online gaming interested in gaining a licence in Ukraine? The first thing, I would advise foreign operators, is to wait for transparent taxation, and its adoption depends only on the legislature, and second, to consciously approach the choice of the legal consultant. Obtaining a license is undoubtedly the most important, but only the first step. Further support of the economic activity itself should be carried out by specialized lawyers who understand not only the implementation of economic activities in Ukraine, but also understand the specifics of both gambling and the restrictions and regulations governing this area. The cost of a mistake is very high, since even unconscious and seemingly not
obvious violations can lead to the loss of a license, the cost of which is very high. Therefore, here I have one piece of advice - approach the choice of a consultant thoughtfully. Responsible Gambling is an important area of responsibility for all parties involved in the Gambling industry. What advice and expertise can VigoLex Law Firm provide the newly reopened Ukraine market? I believe that the principles of responsible gambling are very important both in terms of gambling advertising and in terms of carrying out all the activities of gambling operators. On the one hand, this is a business and it is clear that it must bring profit to its owners. On the other hand, such a business should not cause social harm to the vulnerable segments of society as well as society as such. If a person is conscious, has no addiction Issue 06
and just wants to experience excitement - there is nothing wrong with that. It is worse when the system, the state or the operator push a person to take rash actions and form the impression of gambling allowing getting rich fast, or that one doesn’t have to work and can get money from the game. Such situations are unacceptable. Therefore, I welcome the introduction of a register of gambling addicts and provisions that limit advertising of gambling. Such provisions can still be refined using European experience, in particular, the introduction of provisions similar to the code of socially responsible advertising from the British industrial group for responsible gambling (IGRG). Some of these provisions have already been reflected in the provisions of the Law of Ukraine on Gambling, but the subsequent improvement of these norms is extremely necessary. For organisations wishing to learn more about VigoLex Law Firm can you provide contact details? We have 2 offices, in Kyiv and in Odesa. We welcome you at the address: 03127, Kyiv, Golosiivskyi prospect, 132 or 65026, Odesa, st. Zhukovskoho, 15 Or write us an e-mail at info@vigolex.net You can also contact us by phones: +38 (068) 52088-88, +38 (050) 520-88-88, + 38 (067) 539 50 04, 0 800 339 865.UKR
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In a World of instant news Casino Life provides unrivaled insight into the land-based Casino Industry World-Wide. www.casinolifemagazine.com Also available on App
Feature: IGT
IGT: Driving Performance in the Ukraine
I
t has been several months since gaming venues across the Ukraine were permitted to re-open their enterprises and greet eager guests with world-class gaming entrainment. While Ukraine casinos were closed and the entire local gaming sector meticulously Issue 06
planned its return, global gaming leader IGT was excitedly proclaiming, “The best is back – and better.” The claim was based on the Company’s reentry into the market following a highly successful era that included the distribution of top-producing games such as Coyote Moon, Mystical Mermaid and Cleopatra. 19
Feature: IGT
“
Players and operators throughout Ukraine are also readily embracing IGT’s CrystalCurve cabinet. With its signature 43-inch curved display and ultra-high-definition graphics, the CrystalCurve cabinet has been one of IGT’s most globally successful video cabinets.”
With casinos in the Ukraine open, it’s evident that IGT’s claim holds truth. With IGT’s return to the Ukraine, the best really is back and IGT has great momentum. Presently, the Company commands a leading floor share in the Ukraine and is a deeply trusted B2B supplier. This position enables local operators to diversify their floors with IGT solutions and have confidence that IGT prioritizes their best interests and directs its focus on creating and delivering world-class games. As an end-to-end supplier, IGT’s solutions portfolio is vast. The Company can draw upon the gaming industry’s largest patent portfolio and its decades of experience that span more than 100 countries. Additionally, local operators deeply value that IGT holds itself to the highest ethical and regulatory standards. An early standout in the Ukraine is IGT’s 20
PeakSlant32 cabinet. The eye-catching and highly versatile cabinet features three seamlessly integrated gameplay displays. Content on each of the PeakSlant32’s 32-inch, high-definition displays flows through all three monitors, creating an immersive player experience and a compelling showcase for IGT’s proven game content. The PeakSlant32 cabinet www.casinolifemagazine.com.ua
Feature: IGT also includes IGT’s most advanced lighting and audio technology and an innovative Dynamic Player Panel that includes a 13.3-inch multi-touch display, an inductive wireless charging pad, and a USB charging port for player convenience. The PeakSlant32’s stellar performance in the Ukraine can be attributed in part to the marketattuned content portfolio that IGT has created for the region. Over the last 18 months, the Company has introduced a variety of new games including an increased volume of new fruit games, performance-driving multi-game packs and a mix of innovative titles to attract new casino guests. To date, the Company’s USwitch multi-game packs have been driving the most play on the PeakSlant32 cabinet in the Ukraine. Each USwitch pack features a unique mix of 40 exciting IGT games. Some of IGT’s highest
performing USwitch products in the Ukraine include the Red, Magenta and Green packs. In September, IGT plans to release the USwitch Orange 40-game pack. The content bundle will feature a compelling mix of market-attuned and performancetested games. One of the most anticipated games in the Orange pack will be Rising Spins, an actionpacked game that includes an innovative bonus buy-in feature. Blazin’ Flames is another must-play bolt-on progressive on IGT’s roadmap for the Ukraine. This attentionIssue 06
grabbing game features three mystery progressive jackpots that can be added to any IGT core game on the PeakSlant32 to elevate player engagement and win potential. Players and operators throughout Ukraine are also readily embracing IGT’s CrystalCurve cabinet. With its signature 43-inch curved display and ultra-highdefinition graphics, the CrystalCurve cabinet has been one of IGT’s most globally successful video cabinets. Like the PeakSlant32 cabinet, the CrystalCurve is supported by a quality-test portfolio of exciting casino games, including multi-game bundles. Although IGT products are unrivalled, products alone cannot drive growth. IGT also prioritizes its people and building strong and trust-based relationships with its customers. Several months ago, the Company opened a new office in Kiev. When asked about the venue, IGT officials noted that it was incredibly important to IGT to have a comfortable setting where the local team can meet with
customers and provide them with the opportunity to play the games. As the re-opening of Ukraine is still “early days” in many ways, it will be exciting to see how an industry titan such as IGT continues to grow its reach and influence in the region.
Operators in the Ukraine are encouraged to reach out to local sales manager Lasha Gogiberidze for more information: by phone at +380 50 446 6582, by email at Lasha.Gogiberidze@igt. com, or by visiting www.igt.com.
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Feature: Scientific Games
Renewing for the Future Scientific Games, Jon Lancaster Vice President of Sales EMEA chats to Lyudmyla Kyrychenko
W
hich proven products and business solutions will a leader in the European market gaming industry, and around the world as a supplier of innovative and technological solutions, bring to the Ukrainian gaming market? One of the managers of Scientific Games tells the magazine Casino Life Ukraine about the successful restart after many years and about plans for the future. Could we start with a brief description of Scientific Games? Scientific Games is an industry-leading provider of gaming and technology solutions across the world. We are an innovator of creative content setting new standards in the gaming industry by leading the way in design, manufacturing, and distribution of premium gaming content and hardware. One of the key reasons why Scientific Games’ products are so successful is the diverse portfolio of content, technology and hardware. Operators have full access a large game library featuring titles from our Bally, WMS and Shuffle Master brands.
Congratulations on the success of your return to Ukraine. What has been the reaction from Casinos to your 2021 launch such as your Electronic Gaming Machines? Thank you, we’ve been delighted to receive such an incredible reception in Ukraine so far and have already deployed products in some of the country’s most highprofile casinos including Slots City, Storm Ukraine, and Billionaire Casino. Casinos have seen our launch into their market as an opportunity to introduce a new and innovative EGM offering, that extends to a wider player base due to our product differentiation, we’re keen to help them capitalise on this. Issue 06
Scientific Games, Jon Lancaster Vice President of Sales EMEA
Tell us about Scientific Games’ plan for Ukraine and what does it involve? We are a leading provider of gaming solutions across the world and have expertise in many different markets. So, our strategy is to bring that experience to Ukraine and introduce products that have a great track record in other similar European markets. Ultimately, we’re here for the long run, expanding our presence, building familiarity with players and always evolving experiences to maximize revenue for our partners. What Games are you providing the Ukraine market? On the slots side, we are entering the market with 23
Feature: Scientific Games
products that have proven performance including games from the highly successful Duo Fu Duo Cai™ family. These games offer players a unique
and rich gaming experience and there will already be a recognition of these themes from other markets. We are also bringing our successful proprietary table games such as Ultimate Texas Hold’em and electronic versions of key live games that are deployed on our Quartz terminal. Finally, this is complimented by market leading utility products such as our range of shufflers and chippers. Have you plans to launch further new games as 24
gaming equipment in Ukraine? Our entire product range across all categories is the result of an endto-end strategy that introduces the player to
concepts at an entry level and develops them over time. We will continue to introduce the next games in the sequence so that player loyalty and familiarity to our product mix and game themes develops with time, which will ultimately drive player loyalty for operators. How have you found being back in Kyiv after so many
years? It’s great to be back and see some familiar faces, Kyiv is a great city and there’s lots of opportunity for us
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Feature: Scientific Games
What aspects of the city do you enjoy most outside of your busy schedule? Ukraine has clearly boomed in the last
For those who are reading this interview and would like to learn more about SG Games products can you provide details of exhibitions in Ukraine that the company plans to exhibit and any
Are their plans for a Scientific Games show room in Ukraine? We are working hard to introduce our product portfolio to the market, and it is exciting to see those products launch on the casino floors. We’re completely committed to the Ukrainian market and have people on the ground supporting this strategy. As the market develops and our market share grows, we look forward to expanding our footprint on the ground.
https://www.sggaming.com
here. We’re looking forward to seeing how the market grows as casinos begin to fill up again!
ten years, with its many retail outlets and ever-growing hospitality industry. It’s great to see the city thriving and it’s fantastic to be able to to catch up with our current partners and potential customers.
Issue 06
further contact details? Our Scientific Games website hosts a great overview of our product range as well as some fantastic coverage of our global success via our news and media room. We would encourage operators to contact myself and Stelios for a more hands on approach. We would be delighted to spend time with casino operators and show them the full potential of the Scientific Games product range that will grow revenue for their casinos.
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Feature: Rainbow Casino
Silver Lining Duncan Savage, Managing Director, Double Diamond chats to Lyudmyla Kyrychenko
Issue 06
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Feature: Rainbow Casino
F
or once there is a pot of gold at the end of a rainbow, if you mean Rainbow Casino Birmingham. The historic property had a long and convoluted history on the way to becoming the pleasure palace of today. It was built in 1859 as the home of a wealthy businessman who evidently never took up residence, for it soon became a gentleman’s club. In 1889 it was converted to the Grey Friars Hotel. A period of decline followed when it changed hands to become a workers’ hostel for British Rail. Rescue arrived in 1962 in the form of the Morrell family, who purchased the house/hotel/hostelry, built an extension onto the back and opened it as the premier Rainbow Casino. The property was renovated again when it was purchased by Double Diamond Gaming., who turned it into the gambling palace that visitors now enjoy. Under Double Diamond’s aegis, it became the flagship of a casino fleet that stretches from Aberdeen to Bristol. Open to members and non-members alike, Rainbow Casino Birmingham has all the latest amenities, including an outdoor gambling area where punters can still enjoy their fruit machines while smoking. Managing Director Duncan Savage has said of Rainbow Casino Birmingham pre-Double Diamond, “When we took it over it was old and tired and losing money. It is now a successful casino and makes a significant contribution to the group.” Not having spoken with Savage in several years, we decided to have a look-in and see how colorful the Rainbow is today.
I found my visit most enjoyable to the Rainbow Casino Birmingham and would like to thank Allan Griffiths for the kind hospitality provided to me during my visit to the Casino. You are very welcome; we are always happy to welcome people to our casinos. The Rainbow Casino Birmingham has unique building for a Casino in the UK and it’s that appearance that gives it a special kind of unique appeal. The building is quite iconic and very well known in the area. It was built in 1859 and was originally built for a local business man as his residence. It has been a hotel and hostel for railway workers in the past. It became the Rainbow Casino 1962 and was in the hands of a local family until we bought it in 2010. 28
Lyudmyla Kyrychenko with General Manager Allan Griffiths
How has the Casino Group coped with the challenges of the pandemic? The pandemic has been tough for all of us, apart from a few weeks in September and October last year, we have had no revenue for 15 months and had to place all the staff on furlough. Since re opening we have limited our opening hours, reducing operating hours from 24 hours to 16 hours every day. Whilst recovery levels have been positive, attitudes have undoubtably changed and some regular players have not returned. It will take probably well into 2022 before we see business at pre covid levels. How any employees do you have at the Casino and are many from mainland Europe? We currently have approx 260 staff, some of which come from Europe, however many of the European staff went home partly due to Covid and partly due to Brexit and quite a lot have not returned. www.casinolifemagazine.com.ua
Feature: Rainbow Casino
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The pandemic has been tough for all of us, apart from a few weeks in September and October last year, we have had no revenue for 15 months and had to place all the staff on furlough. Since re opening we have limited our opening hours, reducing operating hours from 24 hours to 16 hours every day.” What’s new at the Rainbow Casinos 2021 and what are amongst plans for the year ahead? The main focus for us has been to drive the business back to pre-covid levels, largely through internal and external marketing programmes. How many tables and slot machines does the Rainbow Casino have in at the Bristol Birmingham and Aberdeen Casinos? As a converted ‘68 licence we are only allowed up to 20 slot machines and we operate the Maximum amount at each of our sites. Prior to the lockdowns we had experienced a growth in slot play across all sites and hopefully we will see an increase in the number of slot machines allowed as part of the gambling act review which is currently being Issue 06
considered by the Government. Can you provide readers and insight into the food & beverages the Casinos provide patrons? We keep our menus quite simple, prior to lockdown we experienced a big increase in our Customers opting for food from our snack menus, with burgers and pizzas proving very popular. In Our experience players these days customers are looking more for value and something quicker Rather than a fine dining experience. As the UK opens up again can you provide an insight into your promotions and incentives programme underway at the Casinos? We try to use a wide variety of different forms of 29
Feature: Rainbow Casino
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We try to use a wide variety of different forms of marketing, externally we use local radio, Billboards and backs of buses. That said social media and digital marketing play a much bigger part these days.” marketing, externally we use local radio, Billboards and backs of buses. That said social media and digital marketing play a much bigger part these days, we have certainly experienced a significant increase in traffic to those sites. Internally we rely mainly on match play and free bet vouchers. Have you ever been to Ukraine, as I think you would really like Cities such as Kyiv and as you know we now have Casinos and for those of our readers whom are looking to visit the have you a message for them? I have not visited the Ukraine but it always interesting to see different operations. Thank you for taking time from your busy schedule for this interview. 30
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Preview: Gaming Industry Expo
Gaming Industry Expo Autumn 2021 Preview Casino Life Ukraine Interview with Project Manager, Nataliya Rudenko, Gaming Industry Expo
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Preview: Gaming Industry Expo
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s Gaming Industry Expo being held at the same venue and how easy will it be for visitors and exhibitors to get to from their hotels? The exhibition GAMING INDSUTRY will be held on November 24-26, 2021 in the International Exhibition Center (15 Brovarsky Ave., Kyiv, Ukraine) as all previous years. Its picturesque and interesting exposition. The exhibition will be hosted in the first pavilliion of the International Exhibition Centre (15, Brovarskyi Av.) which is within a short distance from the metro station “Livoberezhna”. What has been the feedback from exhibitors and visitors to the new home of Gaming Industry Expo? On June 09-11, 2021 the exhibition was re-started and was a great success. We received a lot of positive testimonials from exhibitors and visitors. You can see many of them on our website: https://www.eiexpo.com. ua/en/testimonials/ The exhibition GAMING INDUSTRY has become a symbol of the
restoration of the gaming market in Ukraine. And, as in the best of times, gathered under one roof the most powerful leaders in the industry. The exhibition gathered companies from 14 countries. The Gaming Industry Expo provided visitors and exhibitors the opportunity in most cases to get reacquainted with the newly reopened Casino industry and learn about the legislation developments, along with information about the opportunities for investment and identify potential partners. What kind of weather should exhibitors and overseas visitors expect in Kyiv during November? Issue 06
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Preview: Gaming Industry Expo
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The exhibition GAMING INDUSTRY has become a symbol of the restoration of the gaming market in Ukraine. And, as in the best of times, gathered under one roof the most powerful leaders in the industry.”
It is very difficult to predict the weather in the current times. Since the end of November in Kyiv it can be between -10 and +17. Therefore, it is best for participants and visitors to make the weather forecast closer to the event. For those traveling to Kyiv for the first time to attend have you hotels you can recommend and can delegates gain any discount as part of the attendance. The closest hotel to the show are: Bratislava Hotel and Tourist Hotel . If you interesting in hotel in the center of Kyiv – we can advise hotel “Ukraine” and hotel “Dnipro” Hotel which are situated on the Khreshchatyk street. How will visitors whom want to learn more about opportunities in Ukraine benefit from attending Entertainment Industry Expo? The exhibition GAMING INDUSTRY will feature 32
equipment, accessories and services in the field of gambling and entertainment business. In addition to the vast and extensive exposition the event will include a large-scale conference, round tables government representatives and seminars on urgent issues of implementation and operation of gambling and entertainment enterprises with representatives of government and regulatory agencies. The previous round table with the Chairman of the Commission for Regulation of Gambling and Lotteries Ivan Rudy showed a huge interest among the visitors. What can you tell us about the Health and Safety measures that will be provided to delegates speakers and exhibitors during their attendance at your event? We have been living, working and holding www.casinolifemagazine.com.ua
“
Preview: Gaming Industry Expo
We have been living, working and holding exhibitions in a pandemic for almost 2 years. Therefore, all rules and restrictions during this event remain unchanged.” exhibitions in a pandemic for almost 2 years. Therefore, all rules and restrictions during this event remain unchanged. COVID19 safety rules that will be applied at exhibitions approved by the Ministry of Health of Ukraine: • Measurement the body temperature at the entrance of the exhibition pavilion (if the temperature is above 37.2 – entry to the exhibition is prohibited) • Entrance and stay at the exhibition only in PROTECTIVE MASK • The number of attendees is restricted in accordance with the rules of holding mass events approved by the Ministry of Health of Ukraine. • Keeping a distance of 1.5 meters Can you provide contact details and the events website for those wishing to find out more about exhibiting and attending? The exhibitors and visitors can find all necessary information on the official web-site: https://www.eiexpo.com.ua Also you can contact me directly: Project Manager Nataliya Rudenko office@eiexpo.com.ua
Issue 06
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Feature: Andy Cosgrove
So why should I hire a Casino Consultant? Business consultants are often viewed as an expensive and unnecessary replacement for a management team that should be, by expectation, already running the company on the basis of perpetual success. However, some management aim to always please their bosses and that can be a recipe for disaster.
Andrew Cosgrove Issue 06
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Feature: Andy Cosgrove
P
otentially catastrophic problems such as a decline in customer counts happen more frequently than many would care to admit and can either appear out of nowhere, or they can just creep up over time without being noticed until disaster strikes. Whichever the case, management can’t always see the immediate root cause of a problem and don’t always have an immediate long or short-term solution which can lead to even further operational and financial decline. Without, focus and dedicating the necessary time and resources needed to properly define, measure analyze, improve and control problems, it can be easy to lose control over much more than just your dealer’s break times. Some decisions can have a gigantically negative impact on revenues if the solution turns out to be wrong and this kind of indecision can force even the calmest executive into anxiety overdrive and make them involuntarily focus more on job preservation than proactive and objective problem solving. When our imbedded self-preservation instinct kicks in a quick fix such as cutting the marketing budget or reducing staff levels looks so much better than making the effort it takes to produce long term solutions. Such short term fixes may bring your P&L statement some temporary relief, but the bad news is that short term solutions can end up causing you more damage than doing nothing at all. Fear takes over, focus goes out of the window, revenues start to decline, clients jump ship and department heads begin the blame game. What’s the solution? The answer could be that you need to hire a consultant, and following are a few reasons why:
A second unbiased and honest opinion
You’re considering buying a new car, you do your research, pick a make, model and colour, but before you purchase it, you ask for a second opinion from a trusted family member just to reaffirm your initial preferences, but they don’t like your choice! Still convinced that your pick is the right one, you sleep on it and end up asking a good friend for an alternate opinion who, if they are a true friend, will give you an unbiased, and honest opinion whether you like it or not. From there, at the very least, you can make a better informed choice. If you ignore everyone (like so many do) then you only have yourself to blame when you end up hating your car two days after paying for 38
it. Internal managers may give an opinion when asked but despite good intentions bias can creep in and sometimes unconsciously affect their decision making
process. This kind of bias can happen especially if the decision goes against their interest or put’s somebody else’s department into the spotlight. A good consultant will first seek to understand why you want to buy a gold plated slot machine, analyze the possible outcomes and benefits, challenge your ideals and give you an answer based on a thorough, honest and unbiased assessment that you need to hear, and not what you want to hear.
Effective communicators and facilitators
Poor communicators may have a good idea of what they want to say, and inside their head, every change initiative and project plan runs perfectly. From their perspective, all they need is the bosses approval and success will be theirs. However, when they finally talk, they often forget that convincing the boss to invest in their ‘next big idea’ is only the start of what it takes www.casinolifemagazine.com.ua
Feature: Andy Cosgrove
for real business changes to succeed. This kind of short-sighted communication can often mean failure before your project even starts. A good consultant is
an excellent communicator and uses political acumen to create trust, listen in a non-judgmental way, ask the right questions, understand the work that needs to be done and how it will add value to the customer. Armed with this knowledge, they will facilitate information and challenge your project team to step out of their comfort zone and develop several realistic project outcome options in a quick and concise way that makes sense and includes a clear communications plan designed to enable others to positively influence all project stakeholders to buy into the project and ensure your plans success.
Specialized, knowledgeable, and analytical
Running a casino operation is a full time job. With the constant juggling of priorities and with the rate of business and technological change constantly on the rise, it’s easy to lose track of industry trends, Issue 06
new technologies and process improvement methodologies. A specialized and knowledgeable consultant may cost you money in the short term but
when your revenues are in a state of perpetual decline, the cost of doing nothing and adopting the ‘business as usual’ modus operandi while simply ignoring the cold hard facts can put you out of business, it’s really that simple. Part of being a consultant is keeping up with industry innovation and learning new management and technical competencies and effectively using their knowledge and analytical skills to define prioritize and improve operational processes, increase your revenues and add value where it matters the most in a comparatively short time period.
Focused on the big picture
If you’re too busy choosing wallpaper to be bothered with a fifty percent year-on-year drop in customer counts, you may be missing the big picture. Sometimes we get so bogged down with the day to day running of an operation and the putting out of fires, that we lose focus of our priorities, and this kind 39
Feature: Andy Cosgrove
of ‘lost in the fog’ attitude can produce disastrous results. A good consultant knows the importance of prioritizing and delegating responsibilities and can help you shift direction and re-define your proprieties with greater clarity while freeing up some of your time to focus on creating memorable experiences for your customers, your staff and your shareholders as opposed to agonizing over the size of their new computer monitor.
Motivated, organized and productive
A successful consultant knows the importance of motivation and uses it as a driving force to proactively
focus on helping their client, rather than themselves (unlike the management team I mentioned earlier). They believe in providing quality experiences and are prepared to take personal risks with clients (as opposed to avoiding them) in order to add value and create trust where it truly matters. They are organized and focus on problem definition and resolution rather than becoming entrenched technical mastery. By nature, consultants are competitive and use this attribute as a stimulus for constantly finding new ways to be of greater service to their clients. They use their knowledge, analytical and influencing skills to delegate responsibilities and focus on providing valuable operational insight by using the kind of data and cooperation that enables greater productivity.
Conclusion
The problem with doing thing’s the same way you’ve done them for the past thirty years isn’t so much that 40
‘if it isn’t broken don’t fix it,’ but rather that with no change, no innovation, no sense of urgency, and no real plan for moving forward, complacency sets in and your risk of failure greatly increases on a daily basis. If you deal with problems by using the same tired and tested solutions given by the same management team you may well temporarily stall your inevitable decline, but this is not a long-term solution nor is it one that any credible senior management team would suggest. Cutting costs can be necessary but risking your operation because you don’t think a reputable consultant is worth their fee, is a totally different story and could cost you your business. The cost of
an alternate unbiased, honest and non-judgmental opinion that comes with several well informed, flexible and perfectly viable solutions for the way forward is, in my humble opinion, a small price to pay compared to the bleak alternative of permanent closure. So when in doubt, call a consultant.
MY MINI-BLOG
Andrew Cosgrove is a seasoned slot operations veteran and certified project manager with over 24 years of hands on experience in Latin America and the Caribbean. Andrew has worked on both the operator and supplier side of casino slots and is available to help you succeed and exceed customer expectations via contracted consultancy services. Andrew can be reached at andy.cosgrove@ henimgwaycasinoconsulting.com or see https:// hemingwaycasinoconsulting.com/ www.casinolifemagazine.com.ua
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