Casino Life Issue 163 Volume 20 by Outsource Digital Media Ltd

The magazine for the owners and management of international casinos

Volume 20: Issue 163

INCREASE YOUR INCOME WITH 1XBET PARTNERS! HIGH CONVERSION UP TO 40%

REGULAR AUTOMATIC WEEKLY PAYMENTS PROFITABLE COMMISSION RATES UP TO 40%

250+ PAYMENT METHODS

200 000+ AFFILIATES WORLDWIDE

SCAN TO REGISTER!

EMAIL: SUPPORT@1XPARTNERS.COM

Join us for ICE on 6-8 February, 2024 at Excel, London. Booth ND6-A

Editor’s Note

CASINO The magazine for the owners and management of international casinos

Published by Outsource Digital Media Ltd

Publisher: Peter White Tel: +44 (0) 1892 740869 Mob: +44 (0) 7973 273714 peter@outsourcedigitalmedia.com

Editorial:

Editor in Chief : David McKee dmckee6@comcast.net Editor EMEA: Damien Connelly damien@outsourcedigitalmedia.com Associate Editor Asia: Bill Healey bill@outsourcedigitalmedia.com Victor H. Royer International Features Editor victor@outsourcedigitalmedia.com Associate Editor EMEA: Andrew Behan a.behan@librasgroup.com Las Vegas Correspondent: Ryan Slattery RyanSlats@gmail.com International Correspondent: Lyudmyla Kyrychenko lyudmyla.kyrychenko@outsource digitalmedia.com

Production: Designer: Stewart Hyde stewart@de5ign.co.uk www.de5ign.co.uk Accounts: Helen Holmes accounts@outsourcedigitalmedia.com IT Director: Pasha Kuzminskiy pasha@outsourcedigitalmedia.com 4

Welcome... H

ello and farewell. ICE London, I hardly knew ye. In fact, I never knew you at all. This landlubber hasn’t been to the European industry’s signature gaming event. Ever. Heck, the last time I was out of the United States in 50 years was a quick trip to the Bahamas last week. Where I got food poisoning. But that’s another story. Everything is sure to go off without a hitch at ICE 2024, held for the last time (for a while, anyway) in London’s ExCeL Centre, before moving to Barcelona in 2025. Refined, hush-hush London casinos will gave way as entertainment venues to the sunlight and clamor of Castille. The expo, as veterans know, wasn’t always an ExCeL fixture. It moved there from Earl’s Court, a versatile venue that has hosted everything from reenactments of the Battle of Trafalgar to Francesca Zambello’s giantsized stagings of Bizet’s Carmen and Puccini’s Tosca. But Earl’s Court’s storied past couldn’t keep pace with progress, so on to ExCeL it was and now thence to Barcelona. Some are already saying that a 2025-29 Castilian idyll for ICE could be “very risky.” But, as Carlos Fuentes memorably said, one cannot live without risk. Besides, exhibitors can anticipate avoiding English import costs and taxes, now that Brexit has taken us back to the days of “Fog blankets Channel; Continent cut off,” as a London headline once put it. Or should have. Some are warning that the void left at ExCeL will be filled by a new, London-based expo, a possible UK-centric one that will render ICE redundant. Unlikely as that seems, it is a chance that must be taken. There’s a great deal more to the European gaming industry than — dare I say it? — the United Kingdom, so we think Barcelona is a chance worth taking. (Exhibitors seem to agree.) So, as we prepare to say au revoir to the ExCeL Centre, Casino Life goes down Memory Lane with the directorate of DRGT (page 56), and looks forward to new-product launches from IFX Payments (page 34), Midway AI (page 39), 1xBet (page 45), Soft2Bet (page 54) and SuzoHapp (page 61). Elsewhere, we look at the most dynamic brand name in gaming today, Hard Rock International, as seen at Sacramento’s Fire Mountain resort. Delving deeper, David Navarro of Enterprise Bank & Trust shows how the recent MGM Resorts International cyberattack could have been prevented or ameliorated. Al O’Grady continues his well-received series on how not to play cards at the casino and we have yet another impressive column from Raymond Chan. Take a break from ICE and dig in!

DMcKee David McKee Editor www.casinolifemagazine.com

Contents 4 Editor’s Note By David McKee 6 Guest Comment Bill Miller, CEO, American Gaming Association 8 What’s Old is New Las Vegas’ Silver Sevens will rebrand and return as The Continental. By Ryan Slattery

16 Performance is Key Mark Birtha, president, Hard Rock Sacramento, speaks to Peter White & David McKee 27 How to Grow Business and Attract New Partners Do you want to receive a 40 percent commission from each referred player? Then join the 1xBet affiliate program! 30 An Ounce of Prevention Change your mindset to protect against fraud. By David Navarro, Nevada Regional President, Enterprise Bank & Trust 34 Get Smart IFX Payments brings a more sophisticated and intelligent approach to financial transactions. By Peter White 39 Prevention is Better than Cure Peter White interviews Radmus Kjaergaard, CEO of Mindway AI

44 Have a Plan! Top mistakes people make at the blackjack table, Part One. By Al O’Grady 47 Guarding the Tables Richard Marcus, host of the 2024 Global Table Games & Game Protection Conference, sits down with Casino Life 53 Meet 1xBet in London The global bookmaker will take part in the ICE London and iGB Affiliate betting exhibitions 54 Not-So-Soft Opening Soft2Bet’s MEGA is coming to ICE London 56 Nostalgia and New Adventures An exhibition preview with DRGT CEO Jurgen De Munck and his managing directorate 61 SUZOHAPP to Launch New Service and Partnership at ICE 2024 SUZOHAPP is excited to once again exhibit at ICE 2024 from February 6-8 at the ExCeL Centre in London 62 Update Report on Gaming Legislation in Italy, Holland and Sweden 65 Igniting Innovation How to spark and shape your next startup idea. By Raymond Chan

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 Severn Print.

Guest Foreword: Bill Miller

A Global Challenge Cracking down on illegal gambling worldwide will be at the forefront of ICE London. Guest commentary by American Gaming Association CEO Bill Miller

or the American gaming industry, ICE London offers an annual opportunity to do business and collaborate with gaming operators, suppliers, and other industry leaders from across the pond and beyond. This year, we are focused on solving many of the same challenges, including how to combat the vast illegalgambling market, which continues to threaten the reputation, growth and overall financial success of our legal businesses. At the American Gaming Association (AGA), our research estimates that Americans gamble $511 billion with illegal operators each year, costing legal operators $44 billion in annual revenue. Globally, a recent United Nations report found that illegal sports betting alone totals as much as $1.7 trillion annually, potentially fueling up to $140 billion a year in money laundering activity that often funds even more serious crime. To persuade policymakers, regulators, and law enforcement to prioritize strengthening laws and pursuing enforcement, we must educate them on the

seriousness of the issue. Not only does the illegal gambling market unfairly compete against legal businesses, it takes advantage of customers with unfair odds; it preys on underage and vulnerable populations; it does not provide any player protections; it funds dangerous criminal activity; and it siphons revenue away from vital public services. In the U.S. we’ve seen significant successes in the past year by highlighting these harms in the media and having direct conversations with stakeholders. Two states—Kentucky and Virginia—banned unregulated gambling machines, while several others confiscated thousands of these devices. On a federal-government level, our lobbying efforts have secured language in U.S. House of Representatives and Senate legislation directing the U.S. Department of Justice to act against all forms of illegal gambling. There is also progress being made across the globe. In Europe, regulators are committing to cross-border 6

Bill Miller, CEO, American Gaming Association

cooperation in the fight against illegal operators. In Australia, regulators and technology providers are being empowered to shut down illegal sites. Interpol has led regular efforts since 2007 to go after illegal gambling around global sporting events, with the joint task force conducting 1,400 raids and making 1,200 arrests during the most recent World Cup. But more must be done for us to win a future that exists out of the shadow of illegal gambling. 2024 presents a crucial opportunity for us to build on our momentum, and we must do it together, because learning from our successes and combining our might will make us far more effective than working alone. At ICE and throughout the year, the AGA is committed to helping lead this crucial collaboration. We look forward to seeing you there! www.casinolifemagazine.com

Feature: Continental

What’s Old Is New Las Vegas’ Silver Sevens will rebrand and return as The Continental. By Ryan Slattery

www.casinolifemagazine.com

Feature: Continental

Volume 20: Issue 163

Feature: Continental

n a nod to nostalgia, Affinity Interactive has announced that its Silver Sevens Casino on Paradise Road in Las Vegas will be rebranded and renamed The Continental Casino & Hotel. If that sounds familiar, it is. The Continental was the original name of the property that opened on that exact site four decades ago. The complete transformation of Silver Sevens will bring new gaming and dining options, including the return of the Pink Taco restaurant. These will be accompanied by a stunning rooftop bar and lounge with views of the Las Vegas Strip. It’s a refresh that marks the return of an historic brand. The Continental opened on the site in 1981 as a 370-room, hotel-casino and gambling hall mainly 10

aimed at locals. It had success for nearly two decades before falling on hard times and closing in 1999. The casino reopened as Terrible’s Hotel & Casino in 2000 and then was renamed Silver Sevens in 2013. Now the property is returning to its roots, demonstrating that Las Vegas does embrace its history every once in a while. To find out more on what guests can expect when Silver Sevens becomes The Continental (the remodel is expected to be completed in late 2025), Casino Life caught up with Affinity Interactive CEO Andrei Scrivens. Here’s what he had to say. How did the decision to rebrand and rename Silver Sevens come about? The property is in a prime location at the corner of www.casinolifemagazine.com

Feature: Continental

Flamingo and Paradise Road that’s in the direct line of growth for the city. The Formula One paddock was constructed one block away and we’re aware of other developments that will be coming to the area. Our renovation is geared towards tapping into that local growth. We thought a rebranding was befitting of the direction we would like to take the identity of the property. The Continental Casino & Hotel is a fitting moniker that reflects the thrill of our expansive renovation. Additionally, we aim to revive a beloved brand name that was once highly regarded by both locals and visitors for its superb value, exceptional gaming options, and top-notch hospitality. What was the atttraction for Affinity to bring the Continental brand back? Volume 20: Issue 163

The Continental Casino & Hotel is a nostalgic tribute to the golden era of Las Vegas, celebrating a rich legacy of excitement, approachability and value. It was beloved by locals and visitors alike for its gaming, and hospitality. For this renovation we’re embracing the history of the property and the feelings of that thrilling brand, and we’re ready to make more of the same lasting memories. What is the overarching goal you’re aiming for by rebranding? The goal of the renovation and brand is to embrace our current guests while expanding its appeal. The Continental brand, in addition to Pink Taco – which will be our featured dining destination – will bring a nostalgic feel infused with fun, approachability and a 11

“

Feature: Continental

The goal of the renovation and brand is to embrace our current guests while expanding its appeal. The Continental brand, in addition to Pink Taco – which will be our featured dining destination – will bring a nostalgic feel infused with fun, approachability and a little bit of edge."

little bit of edge. Given the history of the two brands, we think the property will have an instant identity. The Continental was iconic. Tell me about the remodel of the exterior. What will that look like? The focal point of the renovation will be a 10,000-square-foot rooftop bar and lounge situated on the porte cochere, featuring the comeback of the Mexican restaurant Pink Taco in the Las Vegas market, which was a favorite happy-hour spot for locals. The Continental’s exterior remodel will incorporate a delightful blend of nostalgia and entertainment, offering an inviting and thrilling atmosphere, with great views of the dynamic Las Vegas skyline. Inside, the design and layout will change as well. What will be the biggest difference Silver Sevens regulars will notice? Our regulars will enjoy property improvements that will include a new bar, upgrades on the gaming floor, additional food outlets and the enhancing of the building’s façade. How will this remodel lift the guest experience? The remodel will elevate the overall guest experience by expanding the gaming offerings and introducing a range of unique culinary options. This resurrected brand celebrates a distinctive legacy by providing a local flavor that embodies feelings of excitement, approachability and friendliness. Volume 20: Issue 163

Affinity Interactive CEO Andrei Scrivens

Speaking of elevating, there will be a rooftop bar and lounge. Can you tell me about that? A stunning rooftop bar and lounge will be the most significant transformation to the exterior of the Continental Casino & Hotel, showcasing panoramic

views of the iconic Las Vegas skyline. The venue will offer expertly crafted cocktails while patrons enjoy the electrifying sounds of the city’s most talented DJs, all while soaking in the breathtaking atmosphere. What was the motivation in opening a Pink Taco restaurant? How excited are you to bring the Mexican restaurant back to Las Vegas? We are very excited for the return of Pink Taco to Las Vegas after a six-year absence. The restaurant owes its origins to the rich local culture, while its character was shaped by the rebellious spirit of rock and roll. For those of us who call this place home, the Pink Taco holds a special place in our hearts as a destination for memorable nights, thanks in part to their daring and witty soft tacos, and expertly crafted drinks. Our aim is to reintroduce Pink Taco to the city of Las Vegas, and to pay tribute to its legacy of delivering an exciting experience to both residents and tourists. 13

Feature: Continental

“

A stunning rooftop bar and lounge will be the most significant transformation to the exterior of the Continental Casino & Hotel, showcasing panoramic views of the iconic Las Vegas skyline. The venue will offer expertly crafted cocktails while patrons enjoy the electrifying sounds of the city’s most talented DJs, all while soaking in the breathtaking atmosphere." What will the nightlife aspect of Pink Taco or other new venues be like? Our goal is to provide our esteemed guests with a delightful and enriching experience that exceeds their expectations. To achieve this, we will offer a wide range of exciting options that cater to diverse preferences, such as our remarkable rooftop bar and lounge, the bold and daring tacos, and beverages at Pink Taco, and an expanded selection of gaming options. Additionally, our casino floor will host live music every Friday and Saturday, ensuring that our guests are always entertained. It may be early in the planning, but what new restaurants and entertainment venues can we expect? Our upcoming remodel will bring a multitude of 14

exciting improvements to the casino and hotel experience for our guests. Our culinary options will be unmatched in their uniqueness, while our gaming offerings will be expanded to offer even more entertainment. Furthermore, we are committed to providing exceptional value to our community and we will have some exciting new offerings to share in the coming months. All in all, our guests can expect an elevated experience that they won’t find anywhere else. When will the renovations begin and when will the rebranding be complete? We will undergo renovations beginning in 2024 and we eagerly anticipate the opportunity to greet our guests with a grand opening slated before the 2025 Formula One Las Vegas Grand Prix. www.casinolifemagazine.com

is glad to invite you to the

o n i s a C e n a L k r Pa WEDNESDAY 7 FEBRUARY 2024 Park Lane Casino, London 10pm - 12am The ICE London Late Night Party is one of the hottest and exclusive industry networking events in 2024. Now in its 2nd year with even more fun and entertainment! RSVP To apply for a invitation please email info@outsourcedigitalmedia.com

L P

Party

Feature: Hard Rock Sacramento

www.casinolifemagazine.com

Feature: Hard Rock Sacramento

Performance is Key Mark Birtha, president, Hard Rock Sacramento speaks to Peter White and David McKee

Volume 20: Issue 163

Feature: Hard Rock Sacramento

Hard Rock Café Center Bar

ard Rock is one of the best brands in gaming, maybe *the* best. What differentiates it in a crowded casino landscape? Hard Rock International is in the midst of unprecedented growth and is seeing significant

expansion opportunities around the world in our casino, hotel, and café divisions. It is hard to believe the organization recently celebrated its fiftieth anniversary, and yet the brand is fresh and the most in-demand it has ever been. But there are clearly reasons why the company has been and continues to be so successful. First off everyone knows the Hard Rock brand, you see the logo on at least one traveller’s shirt at every airport you go to and on TV whether it’s Hard Rock Stadium or Formula One racing, or even online with Hard Rock Digital. The minute you say Hard Rock though, it conjures up an immediate visual and emotional connection to guests that is consistently positive and appreciated in a way few brands can deliver. In the casino space, we have a unique design and development process that creates the authentic Hard Rock “vibe” that can’t be duplicated. From the color palette to the brand standards, the high-quality 18

finishes, the memorabilia, the music and energy, the physical properties we create are truly one of a kind, and elicit enjoyment from our patrons, and an immediate connection. And of course, we operate as a hospitality company above and beyond all else, which means there is a constant focus on delivering

“authentic experiences that ROCK,” which means high-quality products and services provided by band members who really value the work they do, and the opportunity to wow our patrons in their own unique ways. There is a continued emphasis on the details that goes into everything we do as an organization at all levels. We have also been extremely focused on the evolution of the brand as a true entertainment provider. That means a focus on developing more of our media relationships and offerings, such as partnerships with companies like Lionsgate for films like John Wick, or amazing shows with musical legends like the Rolling Stones in intimate Hard Rock venues, and collaborations with other entertainment providers like Audacy and Live Nation. We have created new digital online platforms to deliver our content outside of our bricks and mortar establishments. The company has developed new www.casinolifemagazine.com

Feature: Hard Rock Sacramento

Rock Shop retail store

retail and food offerings with some of the most iconic people and brands in the world like Leo Messi, and Red Bull. The other signature statement of Hard Rock is our commitment to “Take Time to be Kind,” our

philanthropy. We are active at the corporate level down to each one of our over 200 locations around the world, giving back to those in the community. Our Hard Rock Heals Foundation connects with partner charities in our neighborhoods to support those in need, and this is something our employees relish and our “culture clubs” manifest every day. At the end of the day though, it comes down to our people. Our team members create a culture that is unparalleled and has allowed the organization to not only endure but to continually get better over all these years. That is built on a platform of honesty and integrity, compliance, and an emphasis on the power of diversity, equity, and inclusion. “All is One” allows us as a brand to truly “Love All, Serve All” which ensures we are always focused on having the right people take care of our valued guests at every interaction. Hard Rock continues to invest in these spaces and that success shows. Volume 20: Issue 163

What have you learned from working with tribes after so many years in publicly traded casino and hospitality companies? I have been truly blessed to have had the fortune to work with Native American organizations during my

30 years in the industry. My first interaction with tribes was with the Pascua Yaqui Tribe in Tucson, Arizona, as president and chief development officer for Casino Del Sol. I had the fortune of assisting them in building a $100 million hotel and convention center expansion during the Great Recession, when nothing was being built anywhere in the United States in 2011. Hard Rock International is owned by the Seminole Tribe of Florida, so I have had the pleasure of interacting with Seminole leaders and members over the past nine years. Their story is truly remarkable and to see what they have achieved over the past few decades is nothing short of astonishing. They have worked closely with Jim Allen, our CEO, to not only continue to invest in and guide the evolution of Hard Rock International, but to change the face of hospitality around the world and tell their story along the way. I now have had the pleasure of working closely with the Enterprise Rancheria Tribe here in Northern 19

Feature: Hard Rock Sacramento California for the past five years. As employee number-one at Hard Rock Hotel & Casino Sacramento at Fire Mountain, I have been honoured to assist in bringing their vision to life and helping their members realize a dream that was over 20 years in the making. That is very powerful, extremely moving and extraordinarily gratifying to me to know that I was able to play a small part in changing the lives of thousands of people for the long term. Oftentimes for the tribes, their investment is very personal and can take a lot more time, effort, and money to bring to fruition. They often start smaller in regional and local markets and expand their properties over time. There is usually a very long-term horizon in their strategic planning and execution. Decisions are made by tribal councils and general memberships that reflect what is best for their way of life, and the good of future generations. Tribes build for the long term. Are publicly held companies too focused on short-term events like dividends and quarterly profits at the detriment of their legacy? Working with tribes has a slightly different nuance from working with public companies and some of the largest hospitality companies in my past like Mirage Resorts, Las Vegas Sands or Marriott, and Starwood. Both spaces require us to meet financial and regulatory expectations, implement similar business and marketing plans, execute staffing, and

human resources training, compensation, and benefits programs. Even the amenities, designs and offerings are comparable, whether commercial or Native American properties. That being said, the vehicles are often times used differently and thus the vision and focus can vary. Public companies of course have shareholders and are dialed in to regular performance needs and often the proceeds are distributed via share buybacks, dividends, or continued expansion. Decisions may be made in a more short-term environment that benefit the company financially and that makes perfect sense in this space. Legacy is built over time and through vision and hard work; however situations can occur at any time that can alter the decision-making process in the commercial space, and result in much bigger or better outcomes that may not exist in the Native American gaming space. Thus, there are typically different sets of expectations in the two spaces. 20

Mark Birtha, President, Hard Rock Sacramento

The tribal space traditionally is building for the

long term as these properties usually have unique sets of regulatory parameters and are not being built for resale purposes at future transaction multiples. More importantly, Native American investment is driven by the need to use their properties to empower their citizens, whether it be through employment, training or tribal-development programs or by funding health services, housing, education, utilities or other resources for their membership. We often have tribal members working at our properties building long-term careers or using our facilities as guests and proud owners. It is endearing to visit tribal reservations and see new buildings being erected, or public areas being cleaned and refreshed, and even Native American histories and languages being preserved through the success of the casino. This is a different sort of legacy built on a different set of criteria and expectations. Each are equally positive and driven from two uniquely different perspectives. www.casinolifemagazine.com

Feature: Hard Rock Sacramento

Wine Spectator Award-winning Council Oak Steaks & Seafood restaurant

Philanthropy is an important part of the Hard Rock culture. What are some of your prouder achievements in that field at Fire Mountain? Philanthropy is extremely important to the Hard Rock culture and something I am very proud to say we have manifested through the Hard Rock Heals Foundation to the benefit of communities around the

world. I truly believe our mottos of “Take Time to be Kind” and “Save the Planet” have allowed Hard Rock International to not only attract some of the best human resource talent in our industry, but also create long-term loyalty via our culture that benefits both our team members, and our guests everywhere we exist. It is no surprise to me that our employees are passionate about helping and contributing, and it is a cornerstone of our company’s success, and longevity. Here in Northern California, Hard Rock Sacramento has partnered with the Enterprise Community Fund, the Tribe’s philanthropic arm, to invest in and enrich multiple charities across the region. In the four years since we have opened the doors, and even through a pandemic, the property has donated over $3 million in charitable funds and in-kind gifts to members of the community. Recipients include civic programs like the Marysville Peach Festival, Yuba Veterans Stand Down, and the Flying U Rodeo stampede, to having a Volume 20: Issue 163

Hard Rock room at the local Ronald McDonald House, supporting the K-9 Officers Association, United Way, Special Olympics, Make A Wish, Hong Kong Association of NorCal, and so many others. Our signature program is Pinktober, where we as a company dedicate the month of October to raising funds through F&B, retail, and entertainment sales and events, and team member efforts to benefit awareness, research, and assistance for breast cancer. Here in Sacramento, we most recently donated $160,000 in 2023 to the Sutter Health Medical Foundation, and they in turn purchased MRI and testing equipment that was sorely needed in their facilities. We have supported the local Adventist Rideout Hospital and the American Cancer Society with donations over the years as well. We hold an annual gala at our property that continues to sell out and grow each year, and our vendors and partners come together to put on an event that truly touches people lives on every level. It is moving, it is legacy.

You have major, new competition in the Sacramento area. How are you maintaining player loyalty? There is no question that Northern California, and the Sacramento region in general, is a highly competitive 21

Feature: Hard Rock Sacramento

Hard Rock Sacramento Pinktober fundraiser and donation

market. Most recently we welcomed the Wilton Rancheria Tribe’s Sky River casino to the area. We have been fortunate to have retained most of our customer base while at the same time growing our database even with the introduction of a new competitor here in the market. First and foremost, the Hard Rock brand is a

beacon and has a magnetic pull for guests to visit in the region, and even across the country. This allows us to drive a higher-than-expected portion of our business from outer markets like the Bay Area and even Lake Tahoe/Reno. Given we have a 169-room hotel and over 8,000 square feet of convention space, we are also able to differentiate our business segmentation, especially mid-week. Our new Unity customer loyalty program has allowed us to introduce this property to other Hard Rock guests around the world who benefit from using their points from spend at all our locations, which is a big competitive differentiator. Clearly guests have a rapport with our team members, and although they may try a new product offering, they have quickly returned to a place where they are comfortable, are provided high quality services and amenities, is safe and clean, and where they have built loyalty value over the years. We have continued to expand and now have our 22

Hard Rock Live 2,500-seat entertainment venue that does over 80 events per year. We opened with Maroon 5 and have had incredible artists including Chris Rock, Smokey Robinson, Ali Wong, Nancy Sit, and Donny Osmond. We also built our Rocktane Gas station, the first on the West Coast, that sells millions of gallons of fuel per year. Our customer database benefits from these new amenities, and the continued investments the tribe makes to keep the property fresh and new. We have refreshed our gaming floor and repurposed areas of the building to create new amenities our guests have asked for like our Unity Retail Store, Bingo, and our new gaming Link Lounge 2.0.

What lessons from your early tenures at The Mirage and Bellagio do you still use today? I started my formal career in the mid-90’s in Las Vegas at The Mirage and it was like being a kid in a candy store. Vegas was on the cover of Time Magazine and you had all these new property openings happening and the market was just booming. Being a kid from a small town my eyes were wide open, and it was like drinking from a mega-fire hose, but I loved it. It was exactly what I wanted to do, and I cut my teeth initially in the food and beverage part of our business. I was fascinated by the size and scope of the business, and www.casinolifemagazine.com

Feature: Hard Rock Sacramento

YouYu Asian Restaurant & Noodle Bar

the logistics alone needed to perform effectively, and efficiently were at a scale that dwarfed many of my college peers’ roles at traditional hotels, restaurants, and hospitality operations. Resorts in Las Vegas did it all from gaming to F&B, entertainment, hotel, pool and spa operations, retail, meetings, and so much more. There was so much to see and learn that the

career path, and opportunities in our industry seemed endless. I was fortunate to work at some of the most dynamic and cutting-edge properties early in my career, and with some of the most profound visionaries, and leaders of the time. At The Mirage, I was quickly educated on Steve Wynn’s passion for hospitality and the need to be in the details of everything that went into a guest experience. When I was the beverage manager there, I remember getting a call from him one day asking why we had a trash barrel sitting right inside the service bar, where a guest walking by could see it. Everything from the company logo to the property design to the number of pineapples and cherries in the garnish of a mixed drink was well thought out, and optimized to wow the guest. At the Bellagio, I was a department head and part of opening the iconic property. I remember them changing the flooring at the last minute before opening Volume 20: Issue 163

because it was not correct. There was a level of detail never seen before, and a vision to innovate in a way nobody had really done prior with an art gallery, a lake with fountain shows, and seasonally changing gardens in a conservatory, along with master mixologiests and iconic celebrity chef restaurants as well as a style of nightly entertainment that was ground-breaking. I remember watching the Bellagio fountain performance the day before we opened and thinking it would never be the same again after the doors opened. The need to constantly reinvent and explore new opportunities perfectly paralleled the mantra of “Think Different,” which was right around the same time. Now that you're in partnership with Live Nation, what kinds of entertainment have you been presenting? We are fortunate to be partnered with Live Nation in the booking and operations of our Hard Rock Live Sacramento venue. In its first year, the venue did 88 total events featuring 20 different genres and had 34 complete sell-outs. It is a state-of-the-art, 2,500-seat, entertainment venue designed by Sceno Plus, with telescopic seating, acoustic paneling, intimate sky boxes, amazing music memorabilia and incredible sightlines. 2023 had a historic line23

Feature: Hard Rock Sacramento

Hard Rock Live Sacramento grand opening night

up featuring the hottest new artists like Sabrina Carpenter, Matt Rife, and Hardy, to icons and arena level acts including The Killers, Diana Ross, Sting, Pitbull, Sebastian Maniscalco, and Halsey. Thus, it’s no surprise it was nominated for “casino of the year” at the 2023 IEBA industry awards, was named number-seven best casino with live entertainment in

America by Newsweek, and was ranked the numberone performing music venue in California by size by Pollstar in 2023 and number-three in the USA. None of this success would be possible if it wasn’t for the guidance and support we receive from Live Nation. If sports betting comes to California, what form do you hope it will take? As you can imagine, California could arguably be the biggest state in the U.S. for potential revenue in this space and our organization has a plan in mind should this be approved by the citizens in the near future. Enterprise Rancheria is in favor of having sports betting and online gaming available here in California. There were clearly a number of differing proposals on the ballot during the last election, and the various entities and tribes could not align on a singular program to support. But if sports betting and online gaming comes to California, it has to be done 24

Adam Levine and Maroon 5 open the Sacramento Hard Rock Live

the right way to the benefit of the tribal operators, and in a manner that provides the quality and protection users expect, and meets the appropriate regulatory requirements. www.casinolifemagazine.com

Feature: Hard Rock Sacramento

Four-star hotel bedroom

The good news for Enterprise Rancheria is that Hard Rock International already has a program in place in multiple jurisdictions. Our Hard Rock Digital platform meets all the appropriate requirements and offers a compelling, high-quality user experience in both spaces that can be immediately turned on should these games be approved here. We also have a plan for a brick-and-mortar offering at the property. Enterprise Rancheria has been actively present and involved in helping to shape the legislation and provide the proper vehicle for approval here in the state, and we hope this gets approved soon to allow us to continue to grow our business, and offer amenities our guests would enjoy. What other enhancements of the casino are you contemplating or have in progress? Enterprise Rancheria has a long-term, sevengenerations vision that drives their planning for government, commercial, and community programming related to the casino and adjoining land around the current property. The Hard Rock Hotel & Casino Sacramento at Fire Mountain has already completed its Phase Two expansion in less than three years since opening and has preliminary schematic plans for future proposed phases three to five. This would include expanding the casino games and Volume 20: Issue 163

offerings including poker and sports betting. Future expansions could include an additional hotel tower, increased meeting space, more F&B outlets including a food court, a full-service spa, and a parking garage. In addition, the tribe has secured 40 acres adjacent to the property and that is being considered for future economic-development projects the tribe will manage,

including utilities like solar, a travel station, and industrial development. But when it comes to the seven-generations vision, Enterprise Rancheria has a much broader design and development goal. The casino currently sits in a unique, 900-acre, sports-and-entertainmentdesignated, masterplanned zone, with the casino and Toyota Amphitheater currently serving as anchors. This designation allows for the future development of sports, retail, dining, and entertainment amenities in the area that Yuba Sutter County and other Sacramento region inhabitants desperately need. Given the influx of people moving to the area, especially from San Francisco, and the fact that it is the state’s capitol, Sacramento has become a hot zone for growth. Enterprise Rancheria intends to be a driver for determining what that future growth looks like, and a steward for the community and the tribe in ensuring that deliverable is met. 25

6-8 Feb 2024 London

Booth N2-320

Your Trusted Hardware Partner! Sports Betting ∙ Cashless ∙ Gaming ∙ Amusement

PORTRAIT

TABLETOP

From start to finish, SUZOHAPP can build a complete solution to fit all your sports betting hardware needs. SUZOHAPP.COM/SPORTSBETTING

Feature: 1XBet

OFFICIAL PARTNER

How to Grow Business and Attract New Partners Do you want to receive a 40 percent commission from each referred player? Then join the 1xBet affiliate program!

ffiliate marketing has long become a profitable, online business that competes

with traditional entrepreneurship. Thanks to modern tools, you can quickly increase traffic to your resource and make money by redirecting traffic to another site. Using the example of the bookmaker company 1xBet, we will tell you how to join a number of partners and receive high income.

How does the affiliate program work?

Affiliate marketing can be called sales with the help of partners, who can be owners of websites or popular pages on social networks, Internet marketers, famous bloggers, traffic arbitrageurs and many other active Internet users. After agreeing with a large company, the partners’ media resources become platforms for promoting their products or services. Do you feel like you have the potential to become a member of the global bookmaker 1xBet affiliate program? Then apply! Its main condition is maximum information content. Provide detailed information Volume 20: Issue 163

about yourself and your resources. Create an account, wait for your application to be confirmed and promote various company content on your media resources.

What content are we talking about? • Affiliate links: unique links that track each partner's activity and allow you to determine who brought the client to the 1xBet platform. • Advertising banners and materials: banners, text ads and other advertising materials that can be placed on your resources. They help attract visitors' attention and direct them to the bookmaker's platform.

Types of traffic in advertising

If you are involved in traffic arbitrage, it is important to understand what types of traffic exist. • Targeted advertising. This is a type of online advertising that uses methods and settings to search for the target audience in accordance with specified parameters. Targeted advertising allows you to determine who sees your content. 27

Feature: 1XBet • Contextual advertising. This type of traffic comes from search engines when a user searches for information using specific keywords. Such online advertising allows you to attract customers interested in your offer. • Push notifications. These are messages sent to users' devices through a browser or mobile application. They can be used to drive traffic to your site. • SEO (search engine optimization). This is a set of processes that allow you to improve your website for ranking in search engines. This method will help attract a larger audience, increase sales and make the company more recognizable. Proper content optimization allows you to attract visitors from search engines for free. • Newsletters. Email and SMS campaigns can effectively drive traffic if targeted to the right audience. • Blogs. If you have a blog, posts can drive traffic from search engines and social media. • Teasers. Small clickable ads that generate interest.

Traffic monetization

If you've successfully driven traffic to your site through arbitrage, it's important to know how to monetize it. • Selling advertising space. If your site attracts a large audience, you can sell advertising space to other gaming and betting related companies. • Own rates and services. Use all your creativity and generate content yourself. Provide your visitors with expert predictions and analytics, or organize your own bets.

1xPartners affiliate program

The bookmaker company 1xBet invites everyone to take advantage of the favorable conditions of the 1xPartners program, which provides solid and stable income to its partners. The affiliate program is a process of continuous improvement. Publish new marketing materials and exciting content, adapting to changing market conditions. To attract players more easily to the 1xBet platform, advertise regular promotions and bonuses the bookmaker offers. You will always have access to a huge library of promotional materials from which you can choose the most engaging content for your audience. The company will provide you with a personal manager 28

who will advise you on traffic optimization, advertising strategy and other important nuances. The more players you refer to 1xBet, the higher your commission amount will be. 1xBet launched its affiliate program in 2016. 1xPartners is now available in 69 languages and in numerous countries across four continents. Regardless of where they live, people can become 1xBet affiliates and start making an income from driving traffic to its site without needing any extra software. 1xPartners has expanded the number of countries from which we have clients to 150. This has allowed us to increase the number of active affiliates by 130 percent and the number of our partners to 200,000. We have automatic weekly commission payments and over 250 payment methods – all for the convenience of our partners.

Favorable commission using RevShare system

Affiliate programs offer a variety of reward models for partners, but the most profitable is RevShare when the partner receives a certain percentage of the player’s spending on the bookmaker’s platform. Other payment options include a percentage of the deposit, bets or turnover. The 1xBet partner will receive up to 40 percent for referred players. With our program, you receive not only a stable income but also confidence in the future – often

cooperation with 1xBet lasts for many years. By joining 1xBet, you get the guarantee that you have chosen a reliable company that has been a leader in the betting industry for 16 years and will not close overnight. 1xBet also offers each partner individual conditions, which can be discussed with a personal manager.

Worldwide partners trust

Are you ready to start making money with affiliate marketing? Join the 1xBet affiliate program today and start earning up to 40 percent commission on all referred players! Don't put off your earnings until tomorrow. Get richer today with a global bookmaker and official partner of FC Barcelona, Paris SaintGermain, LOSC Lille, La Liga, Serie A, and other world-famous sports brands and organizations. 1xBet has also repeatedly become a nominee and winner of the prestigious professional awards IGA, SBC, G2E Asia, and EGR Nordics Awards. www.casinolifemagazine.com

BE EPIC. STAY EPIC. The Epic Edge® and its companion, the tabletop Epic Edge TT®, are simply the best printers on the market. Increase ticket acceptance rates with unmatched 300 DPI print resolution and optimize casino operations with seamless, effortless upgrading capabilities.

EPICENTRAL– READY Use the Epic Edge with our Epicentral® real-time promotional couponing software to encourage extended plays and customer loyalty by delivering customized promotions during gameplay.

See us at ICE London Booth N2-300!

www.transact-tech.com/casinolife | gaming@transact-tech.com

Feature: Gaming Fraud Protection

An Ounce of Prevention Casinos and other gaming businesses: Change mindset to protect against fraud. By David Navarro, Nevada Regional President Enterprise Bank & Trust, Member FDIC

he bulk of popular culture references and

media coverage related to fraudulent activity at casinos focus on threats within the confines of a building. From card counters to machine manipulation to nefarious employees, the gaming industry continually adapts to trends in an effort to minimize losses. However, a recent high-profile cyber attack provided a stark reminder that increased and necessary reliance on technology continues to change the nature of threats industry leaders face. In September, hackers gained access to customer information for MGM Resorts International – one of the largest gambling firms in the world. MGM expected a $100 million hit to its bottom line in Q3 after being forced to shut down systems upon discovering the data breach, which involved customers’ private data including contact information, gender, date of birth and driver’s license numbers, according to the company’s regulatory filings. 30

For gaming industry leaders, the wake-up call is

apparent. Fraud continues to be a leading threat, but while past focuses were on internal bad actors and clever con artists, the external threats continue to mount. Gaming firms have an opportunity to enhance their defensive plans based on the latest threats in order to combat fraud across an expanding digital target. Reliable and skilled banking partners should be part of any preventive plan in helping to avoid incidents, while additional procedures should be adopted in the event of needing to maximize recoveries and minimize interruptions. In particular, banks can do more than just "hold the money” and provide lending services for firms invested in prevention of fraud. A strong financial services partner can potentially help casinos combat fraud before it occurs. Why casinos? The FBI recently acknowledged the trend of increased www.casinolifemagazine.com

Feature: Gaming Fraud Protection ransomware attacks on casinos and other gamblingoriented businesses. This makes sense for many reasons, the most obvious being the large amount of money involved. However, the number of entry points to vital data and information can be overlooked. Because of the heavy regulatory activity related to gambling, casinos and third parties have a duty to heavily monitor clients, workers and money. In short, the gambling industry generates large amounts of money and proprietary data. What are the biggest threats? Cybercriminals use all of the well-known methods, including phishing schemes that deceive users via e-mail and social engineering campaigns that manipulate users into divulging compromising information through communications or social media. However, significant vulnerabilities can exist from third-party vendor systems or remote access into internal systems. These can be used to encrypt servers and compromise and steal the desired data. Customer experience technology including wearable gaming devices, traceable casino chips and more can also provide access to larger systems. This has been especially true for smaller and/or tribal casinos that may have fewer resources available. In addition to more traditional ransomware attacks, schemes like account-takeover fraud utilize customers’ personal information to withdraw funds or unique loyalty benefits from the victim’s account. This can lead to harsh financial consequences in terms of refunds or payouts but also damages trust in a brand. Additionally, threats to online gaming services involve most of the same risks, but one current trend involves Distributed Denial of Service (DDoS) attacks, which involve overwhelming a target service’s systems with requests. This leads to service disruptions that allow the perpetrator to win head-to-head games, increase disconnections from outside parties and manipulate rankings or winnings. How an experienced bank helps The most effective plans to address fraud start by having protections in place to begin with, particularly when it comes to finances and digital threats. Because doing business in the gaming industry remains inherently complex due to the regulatory environment, the banking needs for casinos and other gambling-oriented businesses and corresponding Volume 20: Issue 163

David Navarro, Nevada Regional President, Enterprise Bank & Trust, Member FDIC

relationships with financial institutions are complex, as well. Thankfully, a successful partnership helps ensure that a business will have access to specialized expertise needed to combat both traditional and emerging fraud techniques. A collaborative financial partnership to manage all the moving parts of the banking relationship in a responsive and communicative manner becomes imperative for any gaming firm preparing for specific

threats. Here are some important protection measures that banking partners can assist with: ● Address vulnerabilities through strong safeguards that reduce instances of fraud perpetrated through financial account information or systems. ● Identify opportunities to balance level of transaction protection without negatively impacting overall business operations or customer experience. ● Provide banking professionals who are well versed in the gambling space, with the ability to make sure industry-specific financial numbers are accurate and free of potential suspicious activity. ● Recommend industry partners that can assist with the protection and response, especially when coordinating needs with outside vendors and third parties. 31

1XBET PARTNERS

PSG

SCAN TO REGISTER!

IS A STABLE PARTNER OF 1XBET B E C O M E O U R PA R T N E R TO O !

How can you best limit instances of fraud? Cybercriminals are becoming especially sophisticated in their schemes at a rate difficult for preventive safeguards to match. Fraudsters are working hard to stay ahead by frequently testing and probing for new vulnerabilities in businesses’ systems and processes. Moreover, they are taking the findings and using them to refine and implement new methods of breaching susceptible operations in creative ways. Companies should work with all applicable vendors on verifying the security to their networks and computers where sensitive information is stored in addition to setting up appropriately safeguarded access to internal systems when needed. Additionally, account authorizations should be regularly reviewed to make sure employees who have left the company or changed job duties do not have unnecessary access to any systems. Similarly, any online banking user IDs and access levels with the bank should also be regularly monitored and updated as necessary. However, internal vulnerabilities cannot be ignored in safeguarding against external threats. Cybercrimes are largely successful because the hack occurs through people and not systems. Human nature makes businesses vulnerable and the weakest link in many fraud prevention plans ends up being employees, which can include management and executives. To protect against scams, user education and skill reinforcement remain the most valuable weapons. To this end, all employees, regardless of rank or seniority, should receive regular education through both fraud-prevention best practices and policies. Required education should include ongoing training related to cyber risks, especially those unique to casino or gaming businesses’ specific operations. A bank with specialized knowledge of gaming businesses can provide valuable resources to educate individuals on safely interacting with financial information. These preventive measures serve as a baseline to manage other processes designed to limit fraudulent activity. Unfortunately, cyber incidents due to fraud have almost become a matter of “when, not if” in any industry. This leads to the proliferation of cyber insurance and cyber liability policies that help protect industries like gaming and gambling. Volume 20: Issue 163

PHOTO: GREG ASKINS

Feature: Gaming Fraud Protection

While cyber policies are an integral component of protection, all companies should develop and implement an incident response plan, with consideration given to all internal and external team members who should be involved. Should a breach occur, banking partners can be prepared to respond with access limitations or history. When it comes to maximizing recovery and minimizing interruption after an incident, however, other partners including cybersecurity vendors, cyber insurance providers and legal aid may take a more central role. Most importantly, leaders need to immediately escalate any suspicious transactions to the financial institution, especially ACH or wire transfers. There is a limited recovery window for these transactions and expedited attention may prevent further loss. A banking partner can often quickly assess the situation and keep it from devolving if fraud or cyberattacks are verified in collaboration with the gaming firm and relevant response parties, such as law enforcement. With a prevention plan that properly utilizes tools, controls, policies and continuous education, proactive mitigation of risk associated with a destructive fraud attack becomes possible. Although the initial investment in time and resources may deter some businesses from implementing this type of prevention and response strategy, the long-term maintenance of an effective plan ends up being both practical and economical.

Feature: IFX Payments

Get Smart F

IFX Payments brings a more sophisticated and intelligent approach to financial transactions. By Peter White

rom its humble origins in Amersham, IFX Payments is growing into a force in the global payments sector. What once was a handful of staff has become a workforce of almost 200. Vendors looking to tackle the problem of making mass payments to multiple clients in multiple currencies can find IFX to be a one-stop shop. To examine this phenomenon, Publisher Peter White recently sat down with Simon Hughes, sales director of 360 Sales at IFX Payments. Their ensuing conversation has been edited for clarity. 34

Let's begin by explaining your 'backstory' and how you got started in this industry. After working in golf equipment sales until age 21, I entered real estate and met James Walton, IFX Payments' executive director of group operations. In 2008, I decided to leave real estate after James Walton offered me a role at IFX, where I joined as their seventh employee. I was initially based out of our Shardeloes Farm office in Amersham, which we have only recently vacated due to the growth of our operations team. Fifteen years on, I'm still with IFX www.casinolifemagazine.com

Feature: IFX Payments

Simon Hughes, sales director of 360 Sales at IFX Payments

Client support is a vitally important provision. What is IFX Payments’ approach? Businesses using our platform have access to a support team based in-house in the UK and a dedicated account manager with whom they have a relationship from the day they onboard. Our company and love every day. We have grown slightly from the days on the farm in 2008 — we now have around 170 staff (and growing). What are the key benefits gained by customers from IFX Payments, an organization that has built its own FX and payments infrastructure? We have experienced account managers and support staff to ensure that our client journey is seamless. Having multiple liquidity providers gives us access to a wide range of currencies. ibanq, our multi-currency payments platform, was built in-house, which means we have full autonomy, and can scale and build it to suit our clients' needs. Having a mass-payments function accessible through our ibanq platform means clients can upload one file, and can make multiple payments in different currencies securely and quickly, so treasury teams save time, and money. Volume 20: Issue 163

has grown considerably since the launch of ibanq and we pride ourselves on our customer-support standards, ensuring we are positioned to promptly respond to any client queries. We understand the importance of our service to our clients and that it is vital to a business's ability to operate.

What payment services does IFX Payments provide? Our platform, ibanq, gives businesses access to an all-in-one payments solution, facilitating instant, lowcost, and transparent payments in and out. Within ibanq we have two solutions: multi-currency accounts and mass payments. Our multi-currency accounts eradicate the need for businesses to own separate foreign currency accounts. With just one account, companies can send and receive funds in up to 38 currencies, and segregate those funds into individual currency wallets. 35

Feature: IFX Payments

“

One of the most important factors is the jurisdiction that the operator is servicing. Some jurisdictions may appear lucrative on paper; however, there may be limited payment provider options to meet the operator’s needs." Our mass payments functionality does what it says

on the tin. Through our international liquidity network, businesses have access to over 125 currencies, with which they can process international payments in bulk without opening local currency accounts. Payments through ibanq can be sent in several ways, including FPS, SEPA and SWIFT. ibanq can provide spot rates, giving users the options to book trades at pre-agreed margins. We're also able to offer forward contracts and limit orders/stop losses to help mitigate clients' currency exposure via our phone-brokerage service. In your opinion, what are the most important factors CFOs at online and land-based gaming operators should consider when looking to expand their organization's digital payment capabilities? One of the most important factors is the jurisdiction that the operator is servicing. Some jurisdictions may appear lucrative on paper; however, there may be limited payment provider options to meet the 36

operator’s needs. We work with various industry

verticals, including the gaming sector, and understand the issues that our clients face. As we work with a range of banking partners, we are well-positioned to help businesses find solutions in their chosen jurisdictions. Based on your vantage point as an insider in the finance industry, what innovations should the gaming sector expect to see in payments in the short and medium term? Open banking is the one that stands out. With an open-banking solution in place, payment providers can help the retailer/service provider get paid faster with lower merchant fees. This lets customers pay directly through their bank account when purchasing or depositing. Service providers can then be paid within minutes compared to a debit card transaction, which may take a few days, and there is also minimized risk of the dreaded ‘chargeback.’ www.casinolifemagazine.com

Feature: IFX Payments

“

Many companies ask us which gaming licenses we can service. We service gaming clients who are licensed in the UK and also some overseas gaming clients on a limited basis. We are currently looking at strategic options to expand our offering to more territories."

What are the key reasons that have made IFX Payments a good partner to the online and landbased gaming sector? There are a few reasons, but the main one is our support team. Our skilled team have excellent relationships with our clients and banking partners so that any problems can be resolved quickly. Aside from this, our ibanq platform is user-friendly. It also includes features such as automatic proof of payment to the beneficiary and validates beneficiary bank details when mass payment files are uploaded, ensuring errors in bank details are kept to a minimum and gives our clients confidence. What is the most frequently asked question you are asked by online and land-based gaming operators? Many companies ask us which gaming licenses we can service. We service gaming clients who are licensed Volume 20: Issue 163

in the UK and also some overseas gaming clients on a limited basis. We are currently looking at strategic options to expand our offering to more territories. You are a London-based payment operator. Who are your main regulators? In the UK, we are regulated by the Financial Conduct Authority as an Electronic Money Institution. We are also registered as a Foreign Money Services with FINTRAC in Canada, and we have permission to market our services as a Representative Office in the Dubai International Financial Centre. Where can readers find out more about IFX Payments? Our website www.ifxpayments.com and for visitors to ICE London they are welcome to join us at Booth ND6-A. 37

OKAY LONDON...

WHAT YOU GOT? Experience it all at Metropolitan tonight. London is yours.

£10 Free Bet, complimentary drink and chicken wings in The Kings Sports Bar

Complimentary Metropolitan Old Fashioned cocktail

£50 Cash Match, complimentary cocktail or house spirit 50ml and mixer

£10 Free Bet, complimentary drink and panini or 50% off the restaurant à la carte menu

Just show your Œ pass at Reception to enjoy these offers. Terms and condtions apply. Valid until 9 February. Over 18s Only | Challenge 21 Policy in Operation. Take Time To Think. Visit begambleaware.org | drinkaware.co.uk

Feature: Mindway AI

Prevention is Better than Cure

Peter White interviews Rasmus Kjaergaard, CEO of Mindway AI ow far has the gaming industry come in making sufficient efforts to encourage

responsible gambling? This remains a subject of ongoing discussion, with varying opinions depending on the stakeholder. Mindway AI CEO Rasmus Kjaergaard is among those whose proactive engagement in this space is making headlines in the industry and genuinely enhancing responsible-gaming practices. His company has spent the last six years developing groundbreaking software to both online and land-based operators in detecting at-risk and problem gamblers. It’s the proverbial ounce of prevention that will save the industry several pounds of cure. He spoke with Peter White on the eve of ICE London. Their conversation has been edited for clarity. Congratulations on your fourth anniversary as CEO. How would you describe your work and your position within Mindway AI? Thank you. I joined Mindway AI in December 2019 Volume 20: Issue 163

and since then my role has evolved in line with the tremendous growth the company has experienced.

Responsible gambling is continuously pushing up through the ranks on board-level agendas and has gained significantly heightened importance on a company level in recent years. As regulatory bodies and societal awareness place a growing emphasis on player protection, industry stakeholders have recognized the imperative to integrate responsiblegambling measures into their products, and services. My role as CEO is to shape and implement Mindway AI’s mission: to empower the gambling industry to enhance player protection. One of—if not the most important—tasks as CEO is recognizing the critical importance of fostering a cohesive and dedicated team, employing a multifaceted approach to unite and complement each individual skill set within the company. Since our beginnings in 2018, we are proud to have grown from three and a half employees to now nearly 20, spread across our headquarters in Aarhus, Denmark and London. 39

Feature: Mindway AI thwart problem-gambling behavior. Our acclaimed software (recognized with 14 industry awards and an innovation award from Davos Innovation Week, Switzerland, received January 17), is meticulously crafted through a fusion of insights from neuroscience, artificial intelligence, and assessments by expert human psychologists. This innovative blend enables us to empower both gambling operators and individuals, facilitating informed decision-making and proactive measures for responsible gambling practices. Currently, our portfolio includes two innovative solutions: GameScanner, operating discreetly to identify at-risk players at the operator level, and Gamalyze, a self-assessment tool offering personalized feedback to individual customers.

How was Mindway AI founded ? Where did the idea for the business originate? Mindway AI started out in 2018 as a spin-out of Aarhus University in Denmark. Professor Kim Mouridsen, founder of Mindway AI and current board member, recognized the tremendous potential of integrating neuroscience insights into AI technology to enhance player protection. He transformed over a

In December, Mindway AI announced the ‘Predictions in Responsible Gambling 2024 Webinar,’ hosted on January 11th. Do you see these webinars as another important channel of communication to the industry? The ‘Predictions in Responsible Gambling 2024 Webinar’ was an in-depth exploration of the imminent trends that could drastically shape the responsiblegambling sphere in 2024. On sign-up we gathered insights from participants, comprised of industry experts across different markets and verticals, to engage in a collective discussion on the key trends that will shape the landscape of safer gambling in

What can you tell us about the services Mindway AI provides? Mindway AI stands as a pioneer in the creation of groundbreaking technologies designed to identify and

If applied correctly, how can AI be a key to player protection and retention? Our GameScanner solution functions as a virtual

Rasmus Kjaergaard, CEO of Mindway AI

decade of research into innovative solutions for safer gambling. In addition to his role as founder and board member of Mindway AI, Prof. Mouridsen serves as the founder and CEO of Cercare Medical. In a similar vein to Mindway AI, Cercare Medical provides clinicians with valuable patient insights and early detection for brain CT, and MRI through smart, automated tools. Today, Mindway AI is a fast-growing, responsiblegambling-software company operating our sciencebased solutions in more than 36 countries and reaching more than 7.7 million active players per month around the world. We are proud to be majorityowned by Danish sports-betting-media group Better Collective.

2024. Some of the key predictions to come out of the webinar were increased applications/advances in AI, stricter regulations to come including more mandatory loss limits and stricter duration limits, standardization of markers of harm, and more focus on the availability/ tracking of gambling controls/tools that customer has at their disposal. Conversations like this are crucial to provide a platform for experts to share insights, research findings, and best practices related to safer gambling. Mindway AI has a strong network of partners across the globe, so webinars are a great way to foster collaboration and allow different entities to come together to discuss advances/areas of concern in their particular jurisdiction.

www.casinolifemagazine.com

Feature: Mindway AI psychologist, boasting exceptionally high accuracy, as validated by GLI. The framework is intricately customized to each operator's unique player base, enabling even earlier detection and intervention when compared to conventional methods. Our team of experts in gambling-disorder treatment and research fine-tunes the algorithm by analyzing a subset of the customer database. This training process allows the algorithm to swiftly identify at-risk players and, through risk-factor sliders, operators can easily pinpoint such customers, and take prompt action. GameScanner achieves a remarkable 87 percent accuracy in detecting at-risk or problem-gambling cases, comparable to human psychologist experts, bearing in mind the inherent limitation of achieving 100 percent. When deployed effectively, this automated intervention has the potential to encourage more sustainable gambling behaviors, reduce churn resulting from severe problem-gambling cases, and optimize the allocation of responsible-gambling employee resources within gambling operators. Mindway AI’s approach adds a human element to the complex AI software, which is not seen elsewhere in the industry. In addition to this, the company is 100 percent focused on safer gambling solutions, unlike most other providers in this part of the industry.

Mindway AI at SBC Barcelona 2023

What can you tell us about the partnership with the National Council on Problem Gambling and its website, ResponsiblePlay.org?

We announced our strategic partnership with The National Council on Problem Gambling (NCPG) back in October of last year. The partnership saw the integration of our Gamalyze solution into NCPG's flagship responsible-gambling website, ResponsiblePlay.org. This partnership signified the first RG solution to be adopted in the U.S. on a federal level, ever, which we were very proud to achieve. The NCPG fosters an ongoing commitment to promoting responsible-gambling practices, and mitigating the risks associated with problem gambling, so this partnership signifies a significant leap forward in providing tools and resources for individuals seeking information about responsible gambling, and feedback on their own gambling habits. ResponsiblePlay.org provides important resources for those who choose to gamble to keep their gambling fun but safe and shares information about how to gamble responsibly. Information about problem gambling and where Volume 20: Issue 163

Rasmus with Paula Murphy, Business Development Manager, Mindway AI

to get help for problem gambling, whether one is directly or indirectly affected by it, is also available. ResponsiblePlay.org is supported by the NFL via the NFL Foundation. We are excited to what the future might hold following this partnership and advancing responsible gambling practices within the U.S. onlinegambling landscape. 41

ENJOY ENJOY EXQUISITE EXQUISITE DINING, DINING, WORLD-CLASS WORLD-CLASS GAMING GAMING && ENTERTAINMENT ENTERTAINMENT

#FINDYOURRHYTHM #FINDYOURRHYTHM

3317 FORTY MILE ROAD, WHEATLAND, CA 95692 | NEXT TO THE TOYOTA AMPHITHEATER | HARDROCKHOTELSACRAMENTO.COM 3317 FORTY MILE ROAD, WHEATLAND, CA 95692 | NEXT TO THE TOYOTA AMPHITHEATER | HARDROCKHOTELSACRAMENTO.COM

“

We’ve seen substantial growth in a three-year period. In 2021, we had software running in three jurisdictions and 125,000 active players detected monthly by GameScanner. By 2022 we were live in 18 jurisdictions with 1.4 million active players detected monthly."

Feature: Mindway AI

Some of the Mindway AI team at G2E 2023

In which countries does Midway operate and are there any geographical markets that you will be targeting in the next two years? We’ve seen substantial growth in a three-year period. In 2021, we had software running in three jurisdictions and 125,000 active players detected monthly by GameScanner. By 2022 we were live in 18 jurisdictions with 1.4 million active players detected monthly. This now stands at 7.7 million active players detected monthly and now running in 61 jurisdictions, including

What are Mindway AI plan’s for ICE London, and what other events and exhibitions have you planned for 2024? Once again we will be exhibiting in the Consumer Protection Zone (Booth N1-CP12) at ICE London 2024. Members of our business-development and tech teams will be on hand to meet with connections both existing and new, to exchange ideas, network, and form partnerships with gaming professionals from companies of all sizes from all types of verticals within the gambling

actively in discussion with customers and partners across most already-regulated or soon-to-beregulated markets with both online and/or land-based operations.

World Regulatory Briefing on February 5. Then later in the week, in the Consumer Protection Zone on February 7, I will be joined by Jez White, director of player protection systems and analytics for Entain and by Dan Spencer, director of safer gambling for EPIC Global Solutions, on a presentation followed by a panel discussion on “Navigating the Maze: Unveiling the Journey from Problem Gambling Detection to Effective Intervention”. We have a long list of events and meetings which we will attend/speak at this year including NEXT.io events, EGR Nordics and UK Summits, the SBC events in Rio, North America (New York and New Jersey), and Lisbon just to name a few! If you are interested in catching up at any upcoming events you can reach us at contact@ mindway.ai and we will gladly chat about the world of responsible gambling and early intervention. Just maybe, it could even be the conversation that changes the course of your company’s future.

countries such as the UK, Germany, the Netherlands, Denmark, Canada, the U.S., Brazil, Australia, and many more across four continents. Without giving away too many secrets, we are

What advancements in safer gambling can we expect in the future? No surprise here but we can safely say there will be a continued development of advanced AI algorithms employed to analyze user behavior patterns and detect signs of problem gambling in more detail. Another area that is certainly a hot topic is real-time monitoring and alerts. Advanced monitoring systems that track user activity in real time could be further developed. If certain predefined risk thresholds are exceeded, automatic alerts or interventions could be triggered to encourage responsible gambling. Of course, this would need to be done in a way which is personalized and sensitive to the player. Volume 20: Issue 163

industry. We will also be speaking across two sessions during the week. Business Development Manager Paula Murphy will be joining the panel “Regulating Gen Z: Key Considerations, Challenges and Approaches” at the

Feature: Al O'Grady

Have a Plan! A

Top mistakes people make at the blackjack table, Part One. By Al O’Grady

s a blackjack dealer for a number of years, I can honestly say that nothing would surprise me at the tables. I am not going to be arrogant enough to say that I have seen it all. No one has. But I can say that I see players making mistakes all of the time and they can be summarized in the next few colums. Give yourself an assessment and look at these points. I guarantee 44

that one or more of these applies to you. The good news is that it can be corrected. If I could be your personal blackjack coach, I would have you focus on this list. There are no guarantees in life but if you get to the point where none of these items applies to you, you will definitely be a force to be reckoned with at the casino. These points are in no particular order as they can each have a negative impact in their own way. www.casinolifemagazine.com

Feature: Al O'Grady

Not having a plan = not having a goal Ask yourself one question: Why do you go to a casino? If it’s a night out with friends to have some fun, God bless you. If it’s to try and win some money, what is your plan? There’s an old saying, “Fail to plan, plan to fail.” If you don’t have a plan, then yours is a rudderless ship and you are at the mercy of the elements surrounding you. Formulate a plan that will include basic strategy, money management and, most importantly, a goal. If you don’t have a goal, how do you know when you get there? One of my favorite books is Think and Grow Rich by Napoleon Hill. In this book is the great quote, “Vague goals produce vague results.” If your goals are wishy-washy your results will reflect that. Use the SMART technique for goal setting. Your goals should be Specific, Measurable, Attainable, Realistic and Timely. After reaching your goal, this leads us to point number two.

Lack of self-discipline – win or lose

This is one of the hardest things for people to do. When you reach your goal, LEAVE. Get out of the casino, NOW!!! As a dealer, I wish I had a penny every time a player was up a few hundred dollars but kept playing, thinking this was easy; they were on a winning streak; they just ordered a drink, etc. They kept playing and not only did they lose their winnings, but they also lost their initial buy-in. If you have a modest, realistic goal and you get there, you have to have the self-discipline to walk away regardless of how long you have been there. I love going to a casino for only five to 10 minutes, reaching my goal and getting out. I have the mindset that I am there to win money, not to play blackjack. Casinos make millions every year banking on people’s greed. Not only should you have a specific goal for winning, but you also have to have a loss limit as well. You will have days where nothing is going your way. It will happen. When it happens, have the self-discipline to walk away. Take it like a man and live to fight another day. Do not chase your losses.

Not having a proper bankroll

As a dealer, I just shake my head when a player comes to a $25 table with $50 or $100. Are you kidding? You are just squandering your money. Losing streaks of three or four hands in a row are inevitable. You have to have a bankroll to account for the variance. As a minimum, you should have a buy-in of 20 times the minimum bet. So at a $25 table you should be buying Volume 20: Issue 163

Al O’Grady

in for $500. A buy-in of 30 times the minimum bet gives you a healthy cushion. If this is beyond what you can afford, find a lower table limit or don’t play at all.

Playing scared

You cannot play this game scared. You may have been doing everything right. You may have been doubling down and splitting only to have the dealer outdraw you. Not only have you lost five double-downs in a row, but you have also lost twice the minimum five times in a row. This is the same as losing 10 in a row at the table minimum. If you have done a 20-times buy-in, that’s losing half your stack in just five hands. It can be easy to shrivel up and play defensively but you have to overcome this. After this scenario, if you have been presented with another double-down situation, take it. If you find that fear is preventing you from playing basic strategy, walk away. You may also find that if you are in a situation where there are multiple splits and double downs and this is making you very uncomfortable, it is time to go to a game with lower table limits. Fear can be a clear signal that you are in over your head. 45

Feature: Al O'Grady

“

Get over it. Life is not fair. The world does not owe you a thing. You can play boldly in a very favorable situation. You may be dealt a 7-4 and the dealer could be showing a 6. This is a clear double-down and you could be feeling very good about this, and you should. You double your bet, and the dealer gives you a 2. You have a 13 but there is still a good chance that the dealer busts. The dealer turns over a 10 showing 16. You still feel pretty good about your bet, but the dealer then turns over a 5 for a 21 and you lose twice your bet. You lose it. You feel it was “owed” to you. You are “owed” nothing. This is gambling, babe. 46

The only guarantees in life are death and taxes. If you are a 70 percent favorite to win, you have to realize that you have a 30 percent chance of losing. If you can’t accept this fact, do not play. You simply do not have the mental fortitude for this game. Poker players are not the only ones that go “on tilt.” You have to be in control of your emotions or they will be in control of you—and will cloud your judgment, causing you to make mistakes going forward. If you find yourself in this situation, take a break to clear your head. Al O’Grady has been a blackjack dealer for over seven years. He is a freelance writer with an Economics degree and is currently pursuing a degree in Mathematics. www.casinolifemagazine.com

Feature: Richard Marcus

Guarding the Tables Richard Marcus, host of the 2024 Global Table Games & Game Protection Conference, sits down with Casino Life

ould you give us some background of the Global Table Games & Game Protection Conference, along with its date and venue for 2024? The Global Table Games & Game Protection Conference (GTGC/GGPC) is a dual-track conference, Table Games & Game Protection/Surveillance, which takes place at the Sahara Las Vegas HotelCasino over three days, March 5-7. It is unique in that it brings together a learning experience for two symbiotic departments within casino operations. Its overall objective is to help educate the table games, surveillance, security and compliance sectors of the gaming industry, combining the most integral elements of what we’re seeing now and what we’re going to see in the coming years. The experience of being present at the conference will help casino operators to recognize, sort and solve problems which will enhance both customer service and the integrity of gaming. Volume 20: Issue 163

What are the universal issues challenging all casinos? There are many. Just in the past year alone, we have seen casinos being attacked and threatened by sophisticated scams, such as hacking and social engineering of employees, which can shut casinos down and sometimes even turn employees into unwitting participants in scams against their own casinos. Another rising threat is created by the very systems casinos use to enhance customer service and operational efficiency, as well as to defend against cheating and advantage play. A chief example of this is artificial intelligence. A growing concern is that casino staff will soon be depleted and replaced by AI robots that can do their jobs better than humans, and at the same time significantly reduce overall labor costs. Issues such as these are quite controversial, and need to be addressed intelligently and sensitively. 47

Feature: Richard Marcus What are the biggest challenges and opportunities facing land-based casinos in the coming years? The prime answer here is to ensure the future of land-based casinos´standard table games. Constantly under threat of being completely absorbed by the online casino and electronic gaming sectors, operators must take several measures to protect the survival of these table games. This of course will be a major topic of discussion, as table games is one of the two primary tracks of the conference.

Richard Marcus, Casino Table Game Protection Consultant/Trainer and Founder of the Global Game Protection & Table Games Conference

What can you tell us about the venue for the 2024 Conference? The Sahara Las Vegas is a major Strip hotel-casino that has recently been completely renovated. Their facilities are all top-shelf, including the hotel rooms,

restaurants, lounges, and of course the grand entertainment theater, where this conference will take place. Can you provide readers with the latest details on the speakers along with panelists and moderators for the 2024 event? As we did at the first two editions of the GTGC/GGPC, we will again bring the best presenters and program sessions to this conference. The presenters are all major figures in the industry, and many are CEOs of mainstay industry companies in various sectors, vice presidents of table games and surveillance at major casinos, and specialists in fields vital to casino operations. The round table discussions also boast top industry people who will moderate and serve as panelists. To see the entire presentation roster and program schedule, look at the conference website: https://globaltablegamesprotection.com/ 48

Could you tell us about the topics under discussion? We will discuss new technologies gaining footholds in both sectors, with heavy emphasis on artificial intelligence: facial recognition, enhanced video surveillance and monitoring equipment, and electronic table games, as all four of these components continue to increase their presence on casino floors. We will also have sessions on marketing and influencing, omnichannel gaming, player development, table games and surveillance analytics, product development, new casino table games, dealership, and casino cheating and advantage play. Each topic is covered in its present state and how the future might bring changes. Scams that have recently hit the industry hard, such as hacking, social engineering of employees and insider-generated scams, all of which are equally important to both tracks, will receive special attention. Is AI technology a threat to land-based casino operators, and will this be a topic for discussion at the 2024 Global Table Games & Game Protection Conference? Yes, it is considered a major threat. We will have a team of AI specialists on hand to discuss this topic in a roundtable format. They will examine the current threats and how casino operators can address them, and form policies to keep AI under control without reducing its intrinsic informational value to casino operations. It was not that long ago that you took part in one of our YouTube interviews, which readers can locate by searching for Casino Life and Sports Betting Operator TV. However, you also have your own YouTube channel. Yes, the new conference YouTube channel is GTGC_ www.casinolifemagazine.com

Feature: Richard Marcus

GGPC (https://www.youtube.com/@gtgc_ggpc) We have already posted several podcasts where my co-host, the “Casino Guru” Michael Chapman, and I discuss important conference topics with key guests who will be presenting at the conference. The goal is to give viewers a solid idea of what we will be covering and to get to know the presenters a bit before actually meeting them at the event.

Tell us about the ‘New Table Games’ contest. The Best New Table Games Contest has become one of the most popular events at the conference. It’s held for the new table games developers who exhibit their new games at the conference during the three days. Attendees and presenters alike visit the expo to see all the new games and side bets on exhibit. During this

What are the price options for delegates for attendance at the 2024 Conference? Full conference entries, which include the expo, food and beverage, and the welcome reception, are priced at $1,195 per person. For groups of four or more people, the price per person is $1,125 per person. There is also an expo-only option priced at $495 per person.

time, the attendees and presenters cast their ballots for the “best new table game.” The grand prize for the developers is that the winner of the contest and the two runners-up get to have their games installed for a field trial at the three casinos that sponsor the contest. That installation can lead to major success for the developers with their contest-winning games. It should also be noted that the constant development of new table games and side bets is an integral function to the continued success of the table games industry.

Will there be networking events and parties? There are networking breaks throughout the conference schedule. There is also a welcome reception inside the beautiful Azilo Lounge, where attendees and presenters can network and enjoy some entertainment while doing so. At last year’s event, one of the sponsors threw a separate party. We may see that as well again in 2024

What has been the feedback of your conference after its first two years? I guess the best way to answer that question is to quote what two extremely influential figures in the table games and game protection sectors have said about their experiences at the conference. (These quotes are taken from the conference website with the knowledge of both people that their quotes would be made public.)

Volume 20: Issue 163

Subscribe... By registering your email at www.casinolifemagazine.com by clicking the Subscribe tab The magazine for the owners and management of international casinos

The magazine for the owners and management of international casinos

Volume 19: Issue 157

Volume 19: Issue 158

GAMING AROUND THE GLOBE

NORTHERN STAR

From New York City to Singapore, we've got it covered

YARED GABRETENSAYE, GENERAL MANAGER OF CASINO COSMOPOL, MALMO

The magazine for the owners and management of international casinos

Volume 19: Issue 159

Volume 19: Issue 160

CASINO 2000

EUROPEAN DEALER CHAMPIONSHIP 2023

7,435 MEMBERS

4,330 MEMBERS

Join people that count. Join the Casino Life Group

The magazine for operators of International casinos and gaming equipment manufacturers

AT THE CROSSROADS OF EUROPE

5 design services under one roof We create high quality design to satisfy your print and digital marketing needs

BrandDesign

BrochureDesign

MagazineDesign

DigitalDesign

EventDesign

We organise both the print and delivery of all products designed to remove any hassle on your part

de5 ign T 0330 223 0550 E info@de5ign.co.uk W www.de5ign.co.uk 50

www.casinolifemagazine.com

Feature: Richard Marcus

Bennie Mancino, global table games leader and Lifetime Achievement Award winner for service to the table games industry, and of the “Be in the Know Table Games and Much More” podcast: “The Global Table Games and Game Protection Conference is not your usual stuffed-shirt conference. What it is, is an informative, educational and interactive event.” Douglas Florence, game protection SME, AI evangelist, and recipient of the IACSP Lifetime

Achievement Award for surveillance and game protection. “The Global Table Games & Game Protection Conference is the first and only conference that addresses those two sectors of the industry together. Having attended casino game protection, surveillance and security conferences throughout the world, as well as table game management and protection from the gaming floor’s perspective, Richard Marcus’ event has truly achieved this combined format. The quality and experience of the speakers were top-level, bringing both aspects of the table-games and game-protection arenas together rather than the singular courses that had previously been offered. Seeing the interaction of the senior-level table games and surveillance executives with their staff discussing the subject matter of the educational sessions was a rewarding experience. Volume 20: Issue 163

It was a true mixture of all the elements including the game protection manufacturers, software and game developers’ participation without a penalty from the conference staff. It was a remarkable event and educational opportunity for all levels of casino professionals.” Can you provide details of how readers can find out more about the 2024 Global Table Games and Game Protection Conference? People can learn more about the conference by going to its website: https://globaltablegamesprotection. com. Also they can follow me on LinkedIn, where I continuously post information and updates on the conference as they happen. Anyone with particular questions can email me at richard@ globaltablegamesprotection.com. 51

Brazil’s Senior Executive Betting & Gaming Event

The Leading iGaming & Sports Betting Event in North America

The Future of Play

5-7 MARCH

MAY 7-9

21-23 MAY

Windsor Convention & Expo Center, Rio de Janeiro

Meadowlands Exposition Center, New Jersey

InterContinental Malta

Canada’s Premier Gaming & Betting Event

The Premier igaming & Sports Betting Conference for Georgia and Surrounding Regions

18-20 JUNE

25-26 JUNE

Metro Toronto Convention Center, Toronto

Sheraton Grand Tbilisi Metechi Palace, Tbilisi

The Greatest Show in Gaming

24-26 SEPTEMBER Feira Internacional De Lisboa, Lisbon

Latin America’s Premier iGaming and Sports Betting Event

OCTOBER 29-31

SPONSORSHIP AND EXHIBITION OPPORTUNITIES ARE AVAILABLE – for enquiries please contact sales@sbcgaming.com

Seminole Hard Rock Hotel & Casino, Miami

For more information please visit sbcevents.com or scan the QR code

News: 1XBet

Meet 1xBet in London The global bookmaker will take part in the ICE London and iGB Affiliate betting exhibitions

oth events will take place from February

6 to 9 in the UK capital and will be dedicated to the gambling industry and affiliate marketing. At ICE London and iGB Affiliate, you will learn how to become our affiliate and earn big money with the 1xPartners affiliate program. ‎As part of the ICE London and iGB Affiliate exhibitions, the 1xBet team will be happy to see old friends and make new, useful contacts. Our managers will answer your questions about the brand and take part in discussions about the latest trends, strategies, and prospects for the gambling industry. Just write to your manager, and they will help organize a meeting with 1xBet representatives. To date, more than 100,000 entrepreneurs around the world have joined the 1xBet affiliate program, and they receive up to 40 percent commission for each referred client. The number of players is constantly growing – after all, over 17 years in the industry, 1xBet Volume 20: Issue 163

has gained an image of a reliable company that cares

about its reputation. Both exhibitions will occur at ExCeL London. ICE London will be dedicated to betting and gambling, including esports, sports betting, payment and casino segments. Event participants will be able to learn more about new ways to increase income through innovative solutions and technologies. Also, within ICE London, The London Baby Party will be held. This is the main party in the betting world, at which 1xBet will act as Gold Headline Sponsor. iGB Affiliate is dedicated to affiliate marketing. The event will be attended by more than 6,500 gambling industry representatives from around the world. The best of them will be awarded the iGB Affiliate Awards 2024. The 1xBet team invites you to visit the ICE London and iGB Affiliate exhibitions to learn more about new business opportunities and industry trends. See you in London! 53

Feature: Soft2Bet

Not-So-Soft Opening Soft2Bet’s MEGA is coming to ICE London

CE London 2024 is a month away and Soft2Bet is looking forward to welcoming partners, friends and contacts to its brand-new stand, showcasing Motivational Engineering Gaming Application (MEGA), its game-changing gamification technology. Here is what delegates can expect from Soft2Bet at ICE London 2024.

Soft2Bet exclusive workshops

As part of a packed schedule, Soft2Bet will be showcasing MEGA, its industry-leading gamification technology that drives engagement, loyalty and revenues. It will also be hosting workshops, talks, and discussions to show how its highly flexible personalization and localization features help drive engagement — and revenues. What is MEGA? Motivational Engineering Gaming Application is the gamification platform Soft2Bet has developed since launching in 2016. It delivers highly gamified products and additional entertainment value to players, driving up engagement, volumes and revenues for Soft2Bet and its partners. Product Manager Olga Melnyk will be hosting the workshops (Stand S6-210) and says she will be “highlighting three exciting products: City Builder, 54

Stadiums, and Bonus Crab” and “Soft2Bet’s powerful and user-friendly PAM back office, a proprietary solution developed by our in-house team.” https://youtu.be/kOzFalUoJzw Chief Product Officer Yoel Zuckerberg will educate delegates about MEGA,, while Chief Business Development Officer Martin Collins will host

workshops about how our B2B products and services drive growth, and commercial success. Commenting on MEGA, Zuckerberg explains, “At Soft2Bet we take gamification seriously — and the commercial growth it generates is proof that this focus is the right one for us. It has had hugely beneficial impacts on our brands in highly competitive markets, such as Sweden and Denmark, and through the workshops I will show how our MEGA features can be harnessed, and optimized to benefit our existing, and future partners.” Collins adds, “Being able to show delegates how Soft2Bet’s B2B solutions help businesses grow is a fantastic opportunity. Not only for meeting these contacts in person but for us to educate them in how our products work, and develop their player engagement and loyalty levels, and of course their revenues.”

www.casinolifemagazine.com

Feature: Soft2Bet

Turnkey solutions

ICE World Regulatory Briefing

delivered via our player account management [PAM] system. “These include casino content aggregation, sports book solutions, managed services and security teams, and power our front-end products, driving consistently high conversion, and loyalty through a unique customer experience. I’m really looking forward to leading these workshops with so many industry contacts during ICE London 2024.”

our global presence. We're championing the vital balance between growth and responsible gaming. Our proactive approach in self-regulation and player protection isn’t just ethical, it’s a strategic move to ensure sustainable success in the ever-evolving landscape of i-gaming regulations.” Soft2Bet is looking forward to welcoming partners at Stand S6-210. Book your meetings with Martin Collins, CBDO, at Soft2Bet or send a message to sales@soft2bet.com for more information. Make sure you're there!

Soft2Bet is a leader in gamification, but we also provide a full package of best-in-class platform and sportsbook solutions that are backed up with powerful CRM, payments, and security services. As Collins explains, “Gamification is the most visible part of our product portfolio, but a key benefit of the workshops will also be to show how our MEGA features work in sync with our turnkey solutions

Soft2Bet’s ICE stand

Soft2Bet’s double-decker stand will be the ideal place to meet our teams or simply to catch up with industry contacts and friends. Delegates will be able to grab a coffee or relax at the end of the day and watch Soft2Bet products in action by using our touchscreen demo units dotted around the stand. And not forgetting Soft2Bet merchandise, we’ll be handing the coolest merch in iGaming to lucky delegates. Volume 20: Issue 163

Soft2Bet General Counsel David Yatom Hay will be speaking during the ICE VOX World Regulatory Briefing at 12:20PM on February 5. His session, entitled “The Changing Role of Gambling Compliance: How to Connect Ethics with Business Value?” will look at how gambling companies combine commercial growth and expansion with corporate ethics. Hays says, “At Soft2Bet, we’re not just expanding

Feature: DR Gaming Technology

Nostalgia and New Adventures An exhibition preview with DRGT CEO Jurgen De Munck, and Managing Directors Duncan Pollock, Andreas Duller and Christophe Van Quathem

ello gentlemen, and as always, thanks for your time. Wow, a final ICE London. It’s sort of like the end of an era, isn’t it? De Munck: I suppose so, but I am 100 percent convinced that ICE 2025 in Barcelona will be just as good, if not better than the Earl's Court and now ExCel events Clarion have been presenting for well over a decade. Van Quathem: I've been with DRGT since almost Day One and was probably the company’s third employee after Jurgen and Michiel van Dam, 20 years ago. In 2020, we received our 10-year exhibitor award from Clarion and that to me was a surprise. I couldn't believe how time had flown. Granted, we missed the show in 2021 and 2022, and now it’s 2024. I guess what I’m trying to say is that, as an exhibitor, I have witnessed first-hand how this event has grown to become the 56

biggest gaming exhibition on the planet. As such, I endorse Jurgen’s comments regarding its new location next year and the spectacle we can all look forward to in Barcelona. Barcelona, though, is 12 months away. What can we look forward to at the final ICE in London from DRGT? Pollock: Our two key exhibitions each year are Global Gaming Expo in Las Vegas and ICE; with G2E primarily focused on our North and South American and Caribbean customers, and ICE our African and European partners. That said, as the world gets smaller and smaller, the wants and needs across many jurisdictions are getting more and more aligned. The competition becomes more and more fierce. What were once local experts are now becoming formidable, global service providers. www.casinolifemagazine.com

Feature: DR Gaming Technology Duller: So true, but in my view that’s a good thing for everyone. It keeps us all on our toes and ensures we all remain focused on delivering relevant and costeffective solutions that meet, and ideally also drive, player and operator wants and needs. Understood, can you give me some examples? Duller: Well at G2E we launched our new-look, Web-based drReportsBI software. That is something I am proud to say was developed out of our offices in Graz, Austria. Subsequent to that launch — following feedback from the Vegas show, and specifically our sister company Infiniti’s operations in Acapulco, as well as in Oostende and Dinant in Belgium — we have added some additional features, and tweaked the UI somewhat in an effort to offer an even better experience for operators. These changes will be on display at ExCel. Van Quathem: Despite the fact that drReportsBI was launched in Las Vegas and has only been rolled out to a select few casinos, and I reference the ‘smaller and smaller’ world Duncan alluded to just now, our European customers have already been asking a lot of questions about it, and asking when they can get it. Key discussion points have already been its 100 percent responsiveness, the fact that it is accessible from any mobile device, and that there is really no need for any sort of technical assistance or know-how to install or operate it. It’s super intuitive, has some

really easy search features, and even if I say so myself, it looks really good – you want to use it. Jurgen, Christophe mentioned mobile devices. Your drApp was also a hit at G2E. It will be showing at ICE too, correct? De Munck: Of course! Cashless, as you know, is our thing and our app is a piece of tech I am extremely proud of. In fact, if you ask our development team, they’d probably tell you a little too proud … and as a result too involved. [Laughs] Nonetheless, its Android and iOS functionality continues to grow. Due to what I guess you could refer to as a modular design, its various features can be activated or deactivated depending on relevant jurisdictional legislation. In addition, it has the ability for players to now connect their drApp to their electronic gaming machine via an ever-changing QR code. Players can also effect fund transfers, check special offers and personalized Volume 20: Issue 163

Jurgen De Munck

Duncan Pollock

Andreas Duller

Christophe Van Quathem

jackpots, and thus do away with the need for a physical player card. The app now has functionality that allows players to top-up and cash out their casino wallet directly from and to their bank card. It’s a feature I know our South African customers will really appreciate.

Pollock: Without a doubt. SA legislation allows for it, and as such due to its pivotal role as a regulatory leader on the continent I have no doubt that it will create some significant opportunities for us. It really is an extremely player-centric solution and one our customers started enquiring about directly after its launch. Let’s stick to Africa for a minute. There are some exciting growth opportunities in Botswana and South Africa at the moment, aren’t there? Pollock: Yes, that’s quite correct. The Gauteng Gambling Board in South Africa issued a request for applications (RFA) for an additional nine bingo licenses last year, and we expect the results of their adjudication process and subsequent allocation of those licenses imminently. Similarly, the Botswana 57

Feature: DR Gaming Technology Speaking of expansion, I read recently that you have secured a supplier license in France. Is that correct? De Munck: Yes, correct. A lot of time and effort was spent assessing the opportunity, and then on obviously securing the license. We are extremely bullish at the prospect of servicing the French market. The key drivers of our positive sentiment are that several existing French operators are already our partners elsewhere in Europe and that our sister company Infiniti has operated Casino Dinant on the French border since 2014. I noted when we last chatted that we’ve grown our global installed base by around 15 percent over the last 24 months. We're now obviously looking forward to our efforts in France contributing to that number. Let's stick to Europe. Andreas and Christophe, you’ve been working extensively on a player kiosk, and I know there were some rather special, new, reel bonus games launched in Ireland and Belgium of late. Can you tell me more? Duller: We, as you know, probably offer the world's largest selection of jackpot-configuration options on the planet, with our jackpots operating across numerous casinos the world over, either as local or wide-area progressives. The bulk of our success and the driver of the extensive options we are able to offer operators, and in turn their players, is due to the fact that they are system driven. What that means is that

casino operators are now able to interrogate the game play data generated by our system and then use it to define or select any number of parameters, and then literally develop — and design with the help of our drMedia Manager— their own jackpots. And they an do so on any machine as long as it runs SAS.

Gambling Authority issued an RFA for betting licenses in June of last year, followed by a request for possible service providers for a central, electronic-monitoring system for limited payout machines (LPM), tote, and betting licenses, with their LPM timeline noting the awarding of licenses to successful candidates in early March this year. 58

Van Quathem: It is off of this tech that we developed the reel bonus games you referred to. Once the reel bonus games are installed, players are automatically eligible for them as they play their favorite ‘primary game. Then, whilst playing their favorite primary game, our drScreenUltra player interface shows their progress towards qualifying for the reel bonus game. It’s really all quite interactive, providing just another way to excite, surprise and delight players. Then, once players have qualified, the actual reel bonus game itself is super fun and can be configured at the full discretion of the operator. They can set www.casinolifemagazine.com

Feature: DR Gaming Technology

the odds, manage the payable, select cash, loyalty points or raffle tickets of promotions credits as prizes, configure or present different games to different player tiers and finally — just as with our jackpots — use drMediaManager to design whatever theme they desire. We launched these in Ireland and then rolled out two Festive Season themes in Belgium in December. All of these have been really well received by players. Duller: And so we get to the kiosk, where a player

is then able to use the drApp or their player card to redeem their reel bonus game winnings, or any others, or their loyalty points for cash, raffle tickets, restaurant or bar vouchers, or any other prizes or reward options an operator may see fit. In closing, I see you have moved from the North Hall at ExCel to the South Hall: Booth S6-350. Any particular reason for that? De Munck: The reason was primarily driven by a change in the majority of our immediate North Hall neighbors to those servicing the online sector. As such, we put in a request to Clarion to assess the possibility of moving to a more land-based section of ExCel and they kindly obliged. Furthermore, due to our ongoing relationship with APEX, where initially we collaborated with respect to jackpots — an endeavor that has already resulted in ‘our’ jackpots operating on thousands of devices across the globe — we now Volume 20: Issue 163

also represent the company in a number of countries across three continents. So being closer to them made sense, too. As a matter of interest, and subsequent to our chat post-G2E, I am proud to report that, by the end of last year, our APEX revenue-share, installed base in Mexico alone has topped 1,500. See you in London on February 6. De Munck: Absolutely, at our new S6-350 booth location in the South Hall and with a bit of a surprise or two that we’re keeping under wraps until then. 59

Subscribe today via YouTube Get Into Casino Life & Sports Betting Operator TV and gain insights from Presidents, CEO’s, Owners and Senior Management at the World’s Leading Resort Casino and Sports Book Operators along with latest developments from manufactures and Suppliers along with Gaming Equipment and Systems providers from Senior representatives at select number of leading organisations in the Global Gaming Industry.

Check out the latest YouTube TV Interview here

News: SuzoHapp

SUZOHAPP to Launch New Service and Partnership at ICE 2024

SUZOHAPP is excited to once again exhibit at ICE 2024 from February 6-8 at the ExCeL Centre in London.

ith a rich 60-year history in the industry, SUZOHAPP is dedicated to delivering cuttingedge solutions that cater to the evolving needs of the gaming and sports betting sectors, taking the player's experience to new levels. At this years’ event, SUZOHAPP is thrilled to launch SUZOHAPP Marketplace, a new global trade platform for casino operators and OEMs to buy and sell components across the market, all facilitated by the top-tier distribution

management team of SUZOHAPP. This show will also launch a new distribution partnership between SUZOHAPP and LED Studio, a manufacturer of award-winning LED technology for digital signage and displays ready to launch in the gaming and sports betting markets with LED walls and LED signage posters. SUZOHAPP is set to showcase its comprehensive suite of terminals, specifically designed to provide an immersive and engaging sports betting experience. The SUZOHAPP sports betting ecosystem allows customers to create a self-service omnichannel experience every step of the way from getting the initial voucher, to placing bets, and continuing all the way to cashing out. Visitors can expect to see a diverse lineup of products, including full kiosk formats, tabletop options, over-the-counter models, and cash redemption terminals for payout. In addition to its terminal offerings, SUZOHAPP will Volume 20: Issue 163

be displaying innovative designs from its component

portfolio, featuring state-of-the-art monitors from Elo and VisionPro, advanced coin mechanisms from Microhard, high-quality printers from Custom and Nanoptix, and top-of-the-line scanners from Newland. The latest LED technology for digital signage and displays from LED Studio will also be on display, offering exceptional visual quality and seamless integration. "We are very excited about the full range of capabilities we have to offer,” said Tim Kennedy, vice president of sales for Europe. “One of the highlights of this year is the launch of our new special service of the marketplace, aimed at streamlining OEM and casino supply chains and effectively resolving overstock problems. We invite you to visit our booth N2-320 for live demonstrations and an in-depth discussion on how SUZOHAPP can provide innovative solutions catered to your gaming and sports betting needs.” 61

Feature: Gaming Legislation Report

Update Report on Gaming Legislation in Italy, Holland and Sweden Licenses are provided on a “first come, first served” basis. The existing gambling licenses have been granted until December 31, 2024 by the last Italian Budget Law of 2023. As a curiosity, there are only five landbased casinos in the country while currently the gambling market generates over 20 billion Euros in GGR and employs over 100,000 people.

Italy

Gambling in Italy was legalized back in the 1930s. Thereby the country currently has one of the most modern and competitive gambling laws within the

European Union. During the 2000s Italy modified its Finance Act with respect to card games of skill and real-money poker games, and other casino operations were also legalized. The last amendment brought to Italian gambling legislation came at the end of 2012, when slot machines operators were allowed to bring their businesses to Italy. Online gambling has also been legal since 2006. Unlicensed operators are blocked by the ISPs. Only licensed gambling websites can accept Italian players. We note that current legislation does not require a brick-and-mortar presence for the operators in order to qualify for the online license. The competent authority in the country for licensing and supervision is the Agenzia delle Dogane e dei Monopoli (in English: Autonomous Administration of the State Monopolies). When it comes to a licensing regime, it is only possible to submit applications during specific licensing windows opened by law. 62

In July 2023, Italy’s Chamber of Deputies (Parliament) approved the Tax Delegation Law, a decree that paves the way for “industry reorganization” of the Italian gambling sector. Based on publicly available information, upon

receiving final approval of the law, the government anticipates a timeline of 18-24 months for drafting the implementation of decree reforms. It will be followed by an additional year for setting up the new licensing regime to grant tender notices for gambling concessions, to be settled in 2024. Expected novelties include the obligation for retail gaming shops to comply with specific opening times, and maintain a single, uniform minimal distance from sensitive areas like schools and hospitals. this will be applicable across the nation, along with the concentration of gaming operations in secure, regulated venues. Also, new legislation shall introduce protection mechanisms such as caps on stakes and winnings, mandatory training for concessionaires, dealers, and operators, the strengthening of self-exclusion mechanisms, defining minimum characteristics for gambling venues, and prohibiting betting on underage sports competitions. www.casinolifemagazine.com

Feature: Gaming Legislation Report

Sweden

Land-based gambling has been legal since 1994 and online gambling became legal in 2002. Currently, the Swedish Gambling Act, which entered into force on January 1, 2019, applies to gambling for money that is offered in Sweden. The law imposed an age limit of 18 years of age for gambling (and 20 years of age to enter a land-based casino), while offering players credit is prohibited. The competent licensing and supervisory entity in the country is the Swedish Gambling Authority. A license or permit under the Gambling Act shall cover a specified period and may be granted for a maximum period of five years. Only state-owned companies and non-profit associations and/or registered religious communities with the purpose of public benefit may receive a license for lottery. Any gambling directed at the Swedish market without a Swedish license is illegal, and it is also prohibited to aid and abet (e.g. market or advertise) such gambling. There is an additional requirement for online license holders to have their gambling system (including servers) located in Sweden — unless the Swedish Gambling Authority has entered into an agreement with the regulator where the gambling system is placed or if the license holder is able to grant the Swedish Gambling Authority satisfactory remote access. Currently, the Swedish Gambling Authority has agreements with the Malta Gaming Authority, the Gibraltar Gaming Division and the UKGC. When it comes to development of legislation or the market itself, on July 1, 2023, a gambling software permit was introduced in the Gambling Act. The

change means that anyone who manufactures, supplies, installs and/or modifies gambling software used when providing commercial online gambling or betting under the Gambling Act to Swedish consumers must hold this permit. Furthermore, holders of commercial online gambling or betting licenses may only offer gambling software manufactured, supplied, installed and/or modified by those holding the required gambling-software permit. Also, unlicensed online gambling is quite frowned upon, so the penalties under the law have been increased and the regulator has taken further actions to hinder it, and to enforce customer protection. Thus, as of July 1, 2023, together with the introduction of a software license, payment service providers have also been obliged to submit certain information related to deposits or winnings from a gambling business to the Swedish Gambling Authority upon request. Most recently, the regulator itself addressed the government with a request for additional regulation in the field of AML as well as of responsible gambling.

Holland

The main piece of legislation regulating games of chance in the Netherlands is the Betting & Gambling Act, dating back to 1964, accompanied with the Betting & Gambling Tax Act, which were most recently reviewed and amended in the course of 2021. Bear in mind that on April 1 2021, the Remote Gambling Act entered into force. It enabled the licensing of remote (online) games of chance. The Netherlands Gambling Authority (Kansspelautoriteit or NGA) enjoys sole responsibility for the regulation, at the national level, of all forms of gambling in the Netherlands. When it comes to licensing, all existing land-based Volume 20: Issue 163

Feature: Gaming Legislation Report licenses, apart from those for the slot machine sector and licenses for non-incidental games of chance, are exclusive and have been awarded on a semipermanent or indefinite basis while online gambling licenses are granted for a period of five years. In terms of remote gambling operations, there is no need for a local presence in the Netherlands so long as the applicant is established in the EU/EEA, whereby they are required to comply with certain requirements, such as holding a control database and bank accounts in the country. By the end of 2023, the NGA had issued a total of 25 remote gambling licenses. The most recent developments in the market

are that, as of July 1, 2023, advertising for remote gambling is only permitted online, because of the prohibition on un-targeted advertising for remote gambling. Sponsoring activities other than sports will be prohibited from July 1, 2024, and sponsoring sports themselves will be prohibited from July 1, 2025. These transitional periods only apply to sponsorship agreements existing before July 1, 2023. It is interesting that granting a bonus within a game is considered as advertising and is thus also prohibited. Pursuant to the law in force, the current remotegambling regime is due to be evaluated three years after the Remote Gambling Act entered into force, i.e., in 2024 at the latest.

DISCLAIMER: Law Firm Anđelović, Siketić & Tomić d.o.o. wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this report is accurate, no liability is accepted for errors or omissions, however caused.

7,435

4,330

Join people that count. Join the Casino Life Group

The magazine for operators of International casinos and gaming equipment manufacturers

MEMBERS MEMBERS

www.casinolifemagazine.com

Feature: Raymond Chan

Raymond Chan

Igniting Innovation

How to spark and shape your next startup idea. By Raymond Chan

teve Jobs, the iconic visionary behind Apple, once articulated the essence of creativity as “connecting things.” He said “creativity is about connecting things” and he further said, “When you ask creative people how they did something, they feel a little Volume 20: Issue 163

guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about 65

Feature: Raymond Chan their experiences than other people. Unfortunately, that’s too rare a commodity. A lot of people in our

industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.” He observed that those who create don’t always feel like inventors because their creation seems so obvious to them after a while. They achieve this by connecting their experiences and synthesizing them into something new. Jobs himself epitomized this approach by blending art with technology, a market that IBM had not foreseen. His sensitivity to aesthetic and functional coherence, coupled with his voracious appetite for learning, allowed him to connect the dots in ways others hadn’t. Charlie Munger, the esteemed business partner of Warren Buffett, echoes this sentiment, emphasizing the importance of reading and broad learning as keys to wisdom and a broad perspective. “You’d be amazed at how much Warren reads — and at how much I read,” Munger said, highlighting the inexhaustible curiosity that fuels insight and innovation.

The catalyst of innovation

Innovation often finds fertile ground in the soil of change. Regulatory shifts, for instance, can rewrite the rules of an industry overnight, creating opportunities for startups to challenge established players. Similarly, new technologies frequently lay the groundwork for entirely new industries. The Internet, mobile technology and blockchain have all been catalysts of such transformation, creating seismic shifts that have spawned countless ventures. The current frontier, Generative AI, is another burgeoning field with uncharted potential, promising to redefine the landscape yet again. Harvard Business School professor Clayton Christensen extensively studied how established companies often fall prey to “The Innovator's Dilemma,” sticking rigidly to their business models and failing to adapt to disruptive innovations. Kodak serves as a stark example, a company that — despite inventing digital photography — remained fixated on the quality of film and missed the surging demand for digital convenience. Sony and others seized upon this oversight and eclipsed Kodak by leveraging the very technology it had pioneered. 66

ABOUT RAYMOND CHAN Raymond is a software engineer by profession with a track record in corporate innovation and entrepreneurship. He co-founded two prosperous startups, TGG Interactive and Global Gaming Group in Asia, where he served as director and CEO to lead the customer intelligence and electronic gaming businesses from 2007 to 2018. Earlier in his career, Raymond was a founding member of the business intelligence team at E*TRADE from Morgan Stanley and played a pivotal role in designing the TiVo customer intelligence system in Silicon Valley.

Shaping the future with connecting the dots

The path to innovation is not a straight line; it is a dance with change, requiring agility, and the willingness to pivot in response to new information and trends. As Christensen's research underscores, adaptability is crucial for survival and success. Startups must remain vigilant, ready to evolve their business models and technologies in anticipation of the market's ever-changing needs. By connecting the dots, as Steve Jobs said, across a broad spectrum of experiences and embracing the winds of change, today’s entrepreneurs can construct the edifices of tomorrow's industries, ensuring their ideas not only take flight but soar into the realms of lasting impact. www.casinolifemagazine.com

In a World of instant news Casino Life provides unrivalled insight into the land-based Casino Industry World-Wide.

Casino Life remains the most highly regarded casino media in the International land-based Casino industry. www.casinolifemagazine.com Also available on App