Casino life March 2015

March 2015

Vietnam:

The New Ho Tram Casino Resort Mysterious, Intriguing and Exciting

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Editorial: Editor in Chief: Glyn Thomas Mob: +380 952 705 596 glyn@ace123.com Slots Editor: Lucien Wijsman lwijsman@usa.net Associate Editor Asia: Bill Healey healeywe@gmail.com Associate Editor North America:

David Mckee

dmckee@ace123.com Special Assignment Correspondent: Jack Bulavsky

jackbulavsky@yahoo.com N Europe: Damien Connelly dconnelly@ace123.com UK: Alan Campbell alancampbellcasinolife@gmail.com International Casino & Gaming Correspondent: JJ Woods jjsilks@eircom.net Online Gaming Editor: Sam Miranda sam@ace123.com

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Editor’s page Welcome to Casino Life...

It’s interesting how disparate interviews and features from all over the globe - from our team of journalists and associates - are actually published in the order they tumble across our desks. OK not strictly true as each edition is planned but sometimes we never know what will make deadline until that deadline actually occurs. Why it’s interesting is because of how a common theme or leaning towards one part of the world emerges. If that has dashed your view of us beavering away to a planned editorial framework months in advance I apologise – but at least you now know the truth, which is each feature has at least 3 months gestation and a birth that bears no resemblance to its siblings. We just bring the best to each issue and put the news where it belongs – up on the website each day.

This edition is no exception to the rule with Robert Ambrose and Victor H Royer questioning not only whether casinos should be called that – but also the stupidity of those who seem to want to get rid of them. OK, both writers have a different approach; Robert asks whether “casinos” is too restrictive a name for a multi-purpose-entertainment-leisure complex, whereas Victor just wants to keep them - full stop. As he rightly points out, some bright sparks are busy getting rid of the Vegas we all know and love. It’s becoming a bit too grey and car parks are becoming part of the landscape instead of neon.

Theme 2 for this issue is Asia. The tiger is a bit lean at the moment having had a collective downturn in profits but not everyone is having a bad time. MBS have just completed the largest Baccarat tournament in the world – The Grand Dragon Master Baccarat Championship - stretching from way back in August 2014 to now with over 70,000 participants.

Meanwhile Shaun McCamley, President of the Ho Tram resort in Vietnam gives us an insight into a country that still has a degree of mystery – and into a resort that is truly breathtaking.

Finally, with so much regrouping and takeovers on the gaming equipment manufacturing side it’s quite opportune that we speak to John Globokar President JBK International about recruitment. Many reading this will think of yourself as safe and secure – but a downturn could affect you next. On the bright side someone like John may ring you up and offer you a better job. Will you be ready?

Will next month be as thematic? Will someone lend Victor the cash to buy the Riviera… …so Robert can rename it “The Riv”?

Let’s hope so.

csanson@ace123.com Publisher: Peter White Tel: +44 (0) 1892 740869 Mob: +44 (0) 7973 273714 pwhite@ace123.com

Glyn Thomas Editor in Chief

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Contents 3

Guest Comment Simon Thomas

4 Multi Million $ Baccarat Andrew MacDonald Senior VP and COO Las Vegas Sands Corporation speaks with Bill Healey Associate Editor Asia 10 Better Customer Understanding Carlo Musio, Slot Manager for Groupe Tranchant, talks with Damien Connelly 16 Interesting, Intriguing and Mysterious Exclusive Interview with Shaun McCamley, President of the Ho Tram Casino Resort in Vietnam. By Steve Karoul 25 Robert Ambrose Is it time for us to stop using the word “casino” 26 Save the Riviera!

The stupidity of destroying Las Vegas – by: Victor H. Royer 28 Market Forces John Globokar President JBK International, speaks to Peter White & Damien Connelly 31 Experiencing More Opportunities Damien Connelly reports from the 7th International Casino Conference in London’s Hippodrome Casino 35 Spotlight ICE 2015 Review “Casino Life’s Chris Sanson” reviews this year’s highly impressive ICE Totally Gaming 2015 Show

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.

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Guest Editor Comment I’m the seventh generation in my family who has worked in the gambling industry.

I am extremely proud to work in a sector that I believe is a force for good - employment, significant contributions to the Exchequer, tourism and most of all, good natured fun.

There are of course negatives in the sector and at the moment these are defined by the presence of B2 machines (or FOBTs as they are popularly known) in bookies on our high streets.

There are now over 34,000 FOBTs on our high streets; machines where a gambler can stake £100 every 20 seconds allowing them to lose a week’s wages in minutes. It can often be far worse than this and the newspapers are filled with stories of vulnerable people living in deprived areas losing thousands at a time.

Indeed recent figures show that across the UK, over £1.5 billion was lost on these machines in 2014.

We have ended up in a situation where one of the hardest gambling products out there, is in the least well supervised environments. Casinos on the other hand, which are accepted as the correct venue for harder gambling and have extremely high levels of supervision and regulation, are limited to stakes of £5 on machines.

The speed, stake and availability of the FOBT machines in poorer areas especially (one street in Newham now has 17 betting shops) has led to a situation that is totally out of control. The only correct solution is to reduce the stake to the £2 pounds a spin that is normal in low supervision environments on high streets everywhere in the developed world, and return bookies to being places where people primarily go to put a bet on sporting events.

Arcades and bingo halls have £2 machines and few, if any, issues. In bookies before these machines were introduced, they had low stake machines and there were also few issues. Now with the £100 stake FOBTs there are numerous and serious issues in bookies ranging from increasing problem gambling to crime and anti-social behaviour. The only different variable is the high stake FOBT. I am glad that the issue is finally coming to a head in advance of the election. 93 councils in England and Wales representing all political parties are now calling for the stake to be reduced to £2 and they are supported by an increasing number of senior political figures. Labour’s leader in Scotland, Jim Murphy MP backs the £2 stake as do the Liberal Democrats.

There is a general political consensus that something significant, such as correcting the stake on FOBTs to £2, must be done and I would urge politicians to act on this vitally important issue for our sector.

Simon Thomas CEO, The Hippodrome Casino

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Andrew MacDonald Corporate Senior Vice President and Chief Casino Officer (CCO), Marina Bay Sands

Multi Million $ Baccarat Andrew MacDonald Corporate Senior Vice President and Chief Casino Officer (CCO), Marina Bay Sands speaks with Bill Healey Associate Editor Asia 4

Marina Bay Sands has hosted three qualifying tournaments since August 2014 and will be the venue for the global championship at the end of March.

We are looking forward to welcoming players from around the world to take part in the finals as well as to watch the excitement unfold live here at our award-winning integrated resort.

What has been the feedback from participants in previous Championships?

We have had a very positive response from players and the success of the Championships is evident from our increasing participation levels. Our participation rate has increased 130 percent over the last three years and I think that is due to several factors.

First of all, we have an impressive prize pool of over SGD$12 million. We have also added a slight twist to the game, so that it is slightly different than the typical game played in casinos. Though the rules remain the same, the emphasis is not so much on luck or chance but a test of the player’s skill and strategy. In this way, understanding game trends and anticipating the actions of other players becomes even more important. These factors, as well as our extensive international reach and appeal, have allowed us to offer a unique Baccarat tournament to our players.

Considered the world’s biggest Baccarat Tournament, the 3rd Annual Grand Dragon Master Baccarat Championship is currently in progress.

Starting in August 2014 and ending in March 2015, what is the role of Marina Bay Sands in this year’s global championship?

We are so pleased that our Annual Grand Dragon Master Baccarat Championship has become a key event on the global Baccarat calendar. Seeing this event start from a concept that involved 30,000 participants in its first year and grow into a tournament that has 70,000 participants today is very rewarding.

Though the Grand Dragon Master Baccarat Championship is held on a global scale, what type of table game tournaments does MBS host on a local scale?

We take pride in offering our patrons a variety of tournaments. At the property level, we host regular Blackjack, Craps, and Roulette tournaments. We also host annual regional Sic Bo tournaments between the Sands Macau properties—Venetian Macau, Sands Cotai Central, Sands Macau, and Plaza Macau, and Marina Bay Sands.

Participants enjoy the larger scale of our tournaments and the fact that some are held across properties. The extended time frame of many of our tournaments also adds a unique aspect to our offerings.

Does MBS also host slot tournaments? If so, how do guests compete?

We host regular slot tournaments throughout

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the year. This year, we are holding tournaments fortnightly, with monthly themes based on the 12 Chinese zodiac signs. Like our Annual Grand Dragon Master Baccarat Championship, we are always looking at ways to keep our tournaments engaging. Our slot tournaments have interesting advancing structures, prize allocation, and lucky draw components.

Following on the success of our Grand Dragon Master Baccarat Championship, we are planning a regional slot tournament in April 2015 between Marina Bay Sands and our Macau properties.

Looking further ahead, we plan to organise the world’s biggest Global Slot Tournament in 2016, so there’s a lot to look forward to.

How do you describe your leadership style?

I believe an effective leader is one who gives his team a sense of ownership of their individual portfolios, while being available as a mentor or guiding force. This is an approach that I personally adopt – I like to build people within my teams and have little inclination to micro-manage projects.

I’m more interested in melding a team of individuals into a cohesive group, while giving autonomy to each person so that they shine both as individuals

and as a team.

In our fast-paced industry, a good leader is also one with excellent technical knowledge across a number of disciplines as well as a broad-based helicopter view of the business. He needs to use that to provide strategic direction for the company and his team, and then empowering them with the right tools to do their magic.

What types of table games does MBS currently offer? Which type of slot machine and multi-player slots does the casino offer?

We have a total of 600 gaming tables and 2,400 slot machines as well as electronic table games combined. There are three key elements that distinguish our gaming offerings. First, we offer our guests the best product. That includes several slot machines and table games that are exclusive to either Marina Bay Sands or Las Vegas Sands properties. Second, we offer unparalleled service in a unique environment. Our integrated resort offers guests the opportunity to enjoy celebrity chef dining, world-class theatre, and high-end shopping all on the property. And finally, our loyalty programme offers special promotions and events that fully complete guests’ experiences here.

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guests’ experiences here. programme offers special promotions and events that fully complete guests’ experiences here.

China has a rather significant and growing affluence. Has much of the population from the PRC been making their way to Marina Bay Sands?

China is one of the top five foreign source markets for Marina Bay Sands. Like all our guests, they are constantly seeking new experiences that are unique and unmatched. The allure of the integrated resort concept has proven to be a winning formula for Marina Bay Sands in drawing visitors from China, especially aspirational and well-heeled luxury seekers with high spending power.

But while China is an important market for Marina Bay Sands, we do not overly rely on a single market - given the international appeal of Marina Bay Sands, we attract business and leisure travelers from all around the world.

Marina Bay Sands has become a highly recognized and photographed landmark, easily visible by travelers making their way from Changi Airport into the city along the East Coast Parkway. Once in the property, many guests are taken by the wide assortment of leisure activities ranging from worldclass shops to the Banyan Tree Spa to KuDeTa on the rooftop. How significant are the assortment of leisure activities to the success of the gaming

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operations?

As Asia’s leading destination with Singapore’s biggest hotel, Marina Bay Sands continues to enhance our property offerings and attractions— from dining, to shopping and headlining entertainment acts—for visitors from all over the world. As a MICE-led integrated resort, the nongaming components of Marina Bay Sands are very important, and we strive to drive traffic to all parts of our property.

As we move into our fifth year of operations, we continue to reinvest in our property, whether it’s through expansion of our luxury shopping and dining options or refurbishment of our hotel rooms.

New dining establishments include restaurants by Gordon Ramsay, David Myers, and David Thompson.

The Club at Marina Bay Sands—previously situated on the Sands SkyPark—has been relocated to Level 55, Tower 2 to accommodate more club room and suite guests. On the retail front, The Shoppes at Marina Bay Sands is also looking forward to adding several more first-in-Singapore signature stores to its under-one-roof luxury retail haven. Alexander McQueen as well as the new concept Moschino boutique have recently opened, and Dolce & Gabbana Junior is opening later in 2015.

Carlo Musio, Slot Manager for Groupe Tranchant

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Better Customer Understanding Carlo Musio, Slot Manager for Groupe Tranchant, talks with Damien Connelly

M

r. Musio is the Slot Manager for Groupe Tranchant. He is responsible for the 1,986 gaming machines the Groupe operates in its 17 casinos; 16 of which are in France. Introducing new products and developing new concepts to make sure Groupe Tranchant maintains its market position as the number three casino operator in France is the major focus for Mr. Musio, who reports directly to the company’s founder, Georges Tranchant.

“Groupe Tranchant is currently developing a new project to better understand how many visitors we have to our casinos, why people are visiting our casinos, and how much they spend during each visit. This information will be broken down for each casino,” commented Mr. Musio.

The reason for this customer research is very simple—French casinos have seen both the number of customers and revenues decline since 2007. Overall from 1 November 2012 to 31 October 2013 (2012-2013), the French casino industry reported gross gaming revenues down 4.3% to €2.2 billion compared to 2011-12, according to the 2014 European Casino Industry Report from the European Casino Association. As Mr. Musio noted, “A major challenge we have had to deal with during recent years has been the smoking ban, which has seen gross gaming revenues decline across all of France. This has resulted in fewer people visiting French casinos.” According to ECA data, customer visits have fallen from 35 million in 2010-2011 to just under 32 million in 2012-13, which represents a

decline in visitor numbers of -8.7% over this three year period.

With fewer people visiting casinos, it becomes ever more important to better understand customers; existing and new. A very important part of Mr. Musio’s role as Slot Manager for the Groupe is to introduce new products and new ways of doing business so Groupe Tranchant remains relevant to its customers.

“We have used technology as well as innovative, new products to try to offset the revenue decline seen in the French casino industry. The ability provided by IGT’s sbX to change the game theme quickly, based on the library of games we have, is an example of the type of product we are using to grow our gaming revenues. IGT’s sbX allows us to rapidly change game theme so we can offer our customers what they want when they want it. This gives us a huge advantage to better meet the needs of our customers.”

I met with Mr. Musio when recently visiting Groupe Tranchant’s flagship Seven Casino in Amnéville. Groupe Tranchant has gaming machines from IGT, Novomatic, Aristocrat, WMS, Bally, and Spielo, as well as from Konami, EGT, and Ainsworth.

In September 2013, Groupe Tranchant was the first casino in the world to introduce Iron Man from WMS. This global première shows how ambitious and fast-moving Groupe Tranchant’s plans are.

Mr. Musio is especially interested in game themes and cabinets where Groupe Tranchant can have exclusivity for a period of time; for its Avatar (IGT) introduction, Groupe Tranchant had a three-month

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exclusivity in France. It has continued its three month exclusivity on slots with the introduction of Goliath machines from Konami and the Cat 4 Cash progressive jackpot from EGT—both distributed into Groupe Tranchant by its sister SFM company, Tranchant Gaming Technology (TGT) / Caro Développement.

The reason for using new game themes and cabinets is to both attract new customers, as well as to freshen up the floor to keep existing customers surprised and entertained. “Game themes such as Avatar and Cat 4 Cash allow us to increase our communication activities to attract new customers.

Such high profile brands can attract customers from 18 to 90 years old… this surprised us as we initially thought these games would attract only younger people.”

Groupe Tranchant also uses table games to attract customers, as Mr. Musio noted: “Previously in table games, we only had Roulette and Blackjack for a long time. We now have new games like la Bataille, Punto Banco, Texas Hold ’Em poker, and electronic roulette.

This gives us a wider range of table games to offer to our customers. The benefit to Groupe Tranchant, and other French casinos, is we can use this wider range of table games to improve the ambiance of our casinos for our customers.”

During my visit to Seven Casino Amnéville, I saw how the average customer playing a table game was a lot younger than the average gaming machine player.

However, the focus is most definitely on machines rather than tables. This is logical when you consider in fiscal year 201213, 90% of all French casinos’ gaming revenues came from machines, with only 10% of gaming

revenues coming from table games. For Groupe Tranchant, this split is more exaggerated as it earns approximately 96% of its gaming revenues from machines.

Maintaining and updating its machine park is, therefore, of critical importance to Groupe Tranchant—which is why Mr. Musio’s role is so important. While he has to take risks to try new games and new concepts, those risks have to be balanced against the commercial needs of the group. Players don’t walk into casinos and bet all their money on a single spin…and so Mr. Musio is not going to place all his bets on a single game theme, a single cabinet type, or a single change.

“We will make progressive changes to our machine park.

We will probably introduce two or four new machines per casino, and have something like 30 or 40 machines being introduced across all Groupe Tranchant casinos for each new game theme so we can make a big communication surrounding the launch of these new games.”

“We introduce new game themes such as Wizard of Oz, Lord of the Rings, Avatar and Cat 4 Cash, and new cabinets such as Goliath, to attract new customers, and to attract a younger generation in general to visit our casinos. Surrounding these launches with events, we Iron Man can make a bigger communication about it, and interact more with our customers. We have seen that these new game themes are attractive to all generations, and are not just for the younger generation. These new machines help improve the

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ambiance in our casinos. Using Seven Casino Amnéville as one example, we usually attract an average of 2,500 people each day. When we run an event such as the launch of a new game like Avatar or Cat 4 Cash, we can increase this to 4,000 people each day.”

This focus on promoting new game themes and cabinets is itself a relatively new concept to Groupe Tranchant.

“Before, we used to just place new machines in our slot areas. Now we make a big event surrounding machine launches and place these machines in special areas with a lot of promotional support. This helps us maximise the impact of launching new machines and game themes into our casinos.”

The way in which Groupe Tranchant chooses its new games has also changed, as Mr. Musio noted: “With our new project to understand our customers in greater detail, we are moving away from Slot Managers deciding which machines and game themes to place on our floor to a more analytical approach. This will allow Groupe Tranchant to improve our machine mix so we offer our customers what they want.”

The customer and public exposure each casino gets from introducing new game themes is also supported directly by the slot manufacturers; for example, Avatar images were on each casino’s website as well as being on the main Groupe Tranchant website surrounding Avatar’s launch.

Additionally, the impact for the launch of Avatar was maximised by launching in 11 of Groupe Tranchant’s 16 French casinos all on the same day (8 May 2014).

The ability to maximise the impact of new machines is helped by the short lines of communication and trust given to managers such as Mr. Musio: “At Groupe Tranchant, as a privately owned company, we have an open structure with short lines of communication that allows us to operate and make changes quickly. On top of this, a lot of trust is given by the Tranchant family to managers such as myself, which allows me to act quickly when opportunities come up.”

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Carlo Musio and Bertrand Meyer

The ability for Mr. Musio to act quickly is increasingly important as our industry sees changes happening more and more quickly—driven not only by new technologies being introduced, but also by significant changes in customer behaviour.

A major element of Mr. Musio’s job with Groupe Tranchant is “Innovation…so we can stay one step ahead of our competition. Linked to this is exclusivity of our new machines; for example, we have a 3-month exclusivity on Cat 4 Cash in France.

Customer service is also very important. In addition, we are investing a lot of resource to improve the understanding we have of our customers. This improved understanding will allow us to offer our customers something they do not get in other casinos, with the end objective that Groupe Tranchant improves our market position.”

I am looking forward to seeing the changes Groupe Tranchant casinos make based on the better customer understanding it will create from its new project.

Shaun McCamley, President of the Ho Tram Casino Resort

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Vietnam: Interesting, Intriguing and Mysterious Exclusive Interview with Shaun McCamley, President of the Ho Tram Casino Resort in Vietnam. By Steve Karoul

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his article is a follow up to the exclusive coverage that Casino Life Magazine had last November on the new Ho Tram Casino Resort. Vietnam is still a mystery to many people around the world but a country that also has much appeal and interest.

The Ho Tram Casino Resort along with their Greg Norman designed Bluffs Golf Course are both extremely exciting and intriguing. Steve Karoul recently had a unique opportunity to interview their president, Shaun McCamley, at the Ho Tram Casino Resort.

Shaun, you are an unusual President for a large casino resort in today’s market because you have such as extensive gaming background. Please tell us a little about some of your past experiences and how they have helped you here at the Ho Tram Casino Resort Vietnam.

“In many ways, my career path has always been building up to a role like this. I started as a Croupier in one of London’s exclusive Mayfair Clubs in the late 1970’s and have spent my entire career working

my way up from the floor. I have never forgotten what life is like on the tables however, and so I believe that gives me a perspective quite rare in this field. I have had roles in all aspects of gaming from operations, to development, to marketing, to online, to senior executive management. I most recently had a consultancy firm based in Macau that provided specialised management and consulting services to the gaming industry, both land based and digital. So with that kind of history behind me, I had been looking for an opportunity where I could use my extensive background knowledge and skills toward building and developing an organization. For me, that’s where both the real challenges and the real opportunities lie. So when I was asked to submit my name for consideration to take on the role of President of The Grand Ho Tram Strip, and knowing some of the background of the Ho Tram project, for me it was just too good of an opportunity not to go after it. It’s such a beautiful property and one that has a definite “wow” factor, why would anyone not feel privileged to lead it and the team who have worked so hard since its opening?”

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There are many beautiful casino resorts around the world today but what do you feel distinguishes Ho Tram?

“Our property is utterly unique in this beautiful part of the world. No one else has our beach, our climate, our cuisine, our service standards - it’s amazing how quickly skeptics become believers when they visit Ho Tram. We have had many industry leaders visit Ho Tram in the last couple of months, all, without exception, are completely blown away with the quality of product we have at The Grand.”

One of the great attractions at Ho Tram is your world class golf course which was designed by Greg Norman. How important is the golf course to marketing Ho Tram to the world and do you have grand plans for it? Can we expect to see major events held here in the future?

“The Bluffs golf course fills a key need in our market.

We have approximately 200,000 Koreans in Ho Chi Minh City alone - right there is huge potential for golf and gaming on our very doorstep. We also see large numbers of visitors from Japan, China, Taiwan and Southeast Asia as well. The reviews of our

course are astounding - we became the first course to ever be nominated in three categories at the Asia Pacific Golf Awards - and that was before we were even formally open! The course is absolutely a crucial piece in our puzzle.”

The Bluffs Golf Course designed by Greg Norman is one of the primary attractions of the resort. It was obviously designed and built with the VIP guest in mind. Please tell us about some of the unique features found at the golf course.

We launched The Bluffs last year, a links golf course which has met incredible acclaim from the world’s media and everyone who has ever played it. The Bluffs golf course is a forerunner in our region being the only true ‘Links’ golf course in Asia, one that golf purists will be talking about for a long time. The topography of the course reminds one of courses that were built over a hundred years ago and found on the shores of the Scottish coastline. 40 foot towering sand dunes corridor fairway and greens make navigation for the golfer a unique experience.

The Bluffs prides itself on international service standards and the 120 expertly trained caddies are no exception, set to help the golfer plot his/her way around the course, it’s hearty advice to follow

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their suggestions on the infamous Greg Norman undulating greens. The 5 Star 2300 sqm club-house boasts 360 degree views of the Ho Tram coastline, resort and national forest and is definitely worth a meal to soak up the views and reflect on one’s game.

The club-house was also designed and custom built to satisfy the discerning VIP player with extremely elegant locker rooms, dressing rooms, massage rooms and private dining rooms. The resort even has their own helipad for anyone desiring to fly in by helicopter from Ho Chi Minh City.

Customer service is outstanding.”

We understand that Vietnam citizens are not allowed to gamble in Vietnam. The Grand Ho Tram has a really beautiful casino. We understand that your casino team has made some recent changes to better satisfy your foreign gamblers. Can you please explain some of these new changes or updates?

“Since my arrival in September we quickly implemented a more flexible approach when dealing with our players which translates to a ‘Can Do’ philosophy. With this more flexible approach we also dramatically increased our table limits to where we now offer the highest table limits in Vietnam. The original floor plan, in my opinion, was not properly

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conceived for this market. This has now been addressed with much improved player walk through flow patterns. Our newly developed Sky Casino is the only one of its kind in Vietnam. It is a high roller facility that offers complete privacy and in terms of décor and presentation, is second to none. It is located in our Penthouse Suite on the 22nd floor with an incredible view of the grounds, the pool and the ocean. Our VIP areas are now performing very well, so that tells me that we have the necessary pieces in place there too. Finally, the property itself is truly amazing. It’s a place that almost everyone in our industry has an opinion of, yet when people see if for themselves, the ‘wow’ factor cannot be underestimated. Between our location, our gaming facility, our golf course, our restaurants, our 5 star rooms and outstanding friendly service, we really do have everything going for us, and that is beginning to show real results for our business.”

Can you tell us a bit about gaming in Vietnam and what benefits or challenges does a casino operator face there.

“It is a relatively new frontier for the gaming industry. We are in a part of the world where gaming demand remains under-serviced, and where

we believe that the gaming market is looking for something new and different. Macau is hugely successful at what it does, but Singapore has shown us that a very different product can also succeed.

Ho Tram is unlike anything in gaming this side of Nassau. We have a 2.2 kilometre beach flanked on all sides by protected forest, we have one of Asia’s great golf courses, we have a fantastic food and beverage offerings, we have a great cigar bar and a dynamic night club, we have compelling programs for international tour operators - we really have everything going for us. As for the challenges, the standout remains a perception that we are ‘far’ from any major city. When the new highway came online early in 2014, the journey to the Ho Tram Strip was cut to around two hours or less. Work continues on that road and its connectivity to the city, and the speed limit was also recently increased, so the travel time continues to get shorter. The nation also intends on building a new airport to service southern Vietnam in Long Thanh which is only 45 minutes from our location. The other obvious challenge is the ban on locals entering prized gaming areas.

However, there is a decree under development that is looking to review that as well, so progress is being made on our key challenges at this time.”

If you had a crystal ball, what would you like to see for Ho Tram in the next 3 to 5 years? What do you think Ho Tram will look like by then?

“There is so much going on at the moment! As you may know, we just launched The Bluffs, a Greg Norman designed links golf course which has met incredible acclaim from the world’s media and everyone who has ever played it. We are happier now with the performance of our VIP gaming, but there is still room for growth. A lot of our focus now is on building out the mass gaming floor and our entertainment facilities. One of the most important things to watch here however is the draft decree on local gaming - we are all waiting to see how that shapes up, as it clearly could be big news for us in the near future. We believe that it will be good for the country and will help create more jobs and additional opportunity for tourism as we continue to expand. As for the property itself, we recently announced that we will kick off construction on a new residential offering, comprised of a condominium tower and we will later add beach and golf course villas, and as I said, we are also looking at adding to our non-gaming entertainment options on site as well. It’s an extremely exciting time to be in Ho Tram, and we look forward to welcoming

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more and more guests and players to come and experience this exceptional property for themselves.”

Shaun McCamley is a different type of casino President. He is extremely personable, charismatic and approachable. Shaun continually stops during his rounds of the property to talk to his staff. To Shaun, they are all family and he cares for his staff deeply. That is quite evident in the back of house staff facilities which are immaculately clean and well appointed. Casino players are an interesting breed unto themselves. They continually like to explore new properties not only to see them but also to try to change their luck. The Ho Tram Casino Resort is an ideal property for many casinos around the world

to develop an alliance with. They will not steal your players but they will guarantee that they will have a great time whenever they visit. Vietnam is still rather unknown to most players and therefore is very intriguing, mysterious and sexy. It is also interesting to note that Ho Chi Minh City (formerly known as Saigon) is a large (estimated population of 12 million) and interesting city. Therefore, a combination trip to Ho Tram and HCMC would be an exciting combination for anyone. Shaun and his staff would be more than happy to assist with suggestions or recommendations in Ho Chi Minh City after visiting the Ho Tram Casino Resort to enhance the overall visit to and experience in Vietnam.

Steve Karoul is a recognized casino consultant with over 36 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world. He also monitors Poker, online Poker and online Gaming around the world. He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives.

Telephone + (1-860) 536-1828 or skaroul@comcast.net or www.euroasiacasino.com

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Robert Ambrose

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s it time for us to stop using the word “casino” when describing a property that has more to offer the customer?

Understanding that the smaller casino floor of the future may help to better define the entire property experience.

I was a panel member at a city planner’s conference in Philadelphia this past fall. The session was about the future of casino gambling in Pennsylvania. A member of the audience asked me, “Is it time for us to stop using the word “casino” when describing a property that has so much more to offer the customer?”

My response was yes. Here on the east coast of the US it is definitely an over- used phrase to generically describe a property.

Today we see a more holistic view of the casino floor and the customer experience is seamless with a more inclusive and diverse product mix for the guest. What was a once rigidly defined casino floor in years past is now presented as part of a mixed use model.

A smaller footprint of the casino is in-part inevitable because of the flexibility of today’s technology’s allowing more freedom to define the casino design elements.

Customers also want more than just the casino experience. The social lifestyle of the millennials have contributed to this diverse model. Non-gaming property segments have proven to be major profit centers and fit well into the parameters that define the social environment of the next generation of customers.

Marketing initiatives are generally applied to a mixed-use facility in a way that reflects the broader picture of the customer experience being offered. It is not always reflected when “casino” is part of the name. It will take time before it becomes common place and the word casino will be used to describe an amenity at a particular location and not the location itself.

Robert Ambrose, Instructor Gaming & Hospitality Center for Hospitality & Sport Management Drexel University A former gaming executive he joined Drexel as a Gaming/Hospitality Instructor. Instructor Ambrose continually collaborates with industry professionals and reports on the industry about his research through publications, lectures and consulting. He also developed and oversees the Dennis Gomes Memorial Casino Training Lab on the Drexel Campus.

Follow: @bobambrose Branding a property such as the Las Vegas Cosmopolitan, Aria, or using acronyms like SLS is also part of this model. The brand name defines the environment where several experiences are offered, rather than to have it be defined by just one term that describes a single experience.

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Save the Riviera!

The stupidity of destroying Las Vegas – by: Victor H. Royer

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his article is an appeal to Warren Buffet.

Warren, loan me enough money so I can buy the Riviera, and save it. It won’t cost much – just about $200 million, or so.

Maybe another $100 million for upgrades and operational expenses. If done right, this venerable old Star of the Strip can be rescued, and saved from the wrecking ball.

It is unfathomable to me that Las Vegas powerbrokers have become so utterly stupid that they are systematically destroying and dismantling all that made Las Vegas great. And what are they doing to replace it? Building yet another series of bland convention halls, and a parking lot in the middle of the Strip.

And for what?

So that Las Vegas can get even more conventions, populated by endless streams of conventioneers, almost none of whom gamble.

OK, so MGM Resorts is salivating over a $300,000 dinner bill at the Bellagio that 25 diners dropped during the recent Consumer Electronics Show, while buying $15,000 bottles of wine with their steaks at the Prime Steakhouse. The “lucky” patron who footed the bill is said to be Shane Smith, CEO of Vice Media Inc., who is also reported to have won around $100,000 from the casino’s Blackjack tables.

So, he added another $200,000 to the wad, and splurged in an orgy of multi-person mastication.

Now – if at least most of the people who attend a convention in Las Vegas would gamble like this, then I wouldn’t be all that upset over the death of the Riviera. After all, if we tear it down, and build another convention hall, maybe – just maybe – out of all the tens of thousands of extra conventioneers

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we might get another one like Mr. Smith. Perhaps we may even get a Mr. Jones. And if all goes well, maybe we can even get three or four of those conventioneers to gamble. Something.

But these aren’t the actual facts.

You see, this Mr. Smith is not a measure of the reality rule. He is what is commonly known as “an aberration”, meaning one of the few conventioneers who actually visit a casino, and then actually play in it.

But what about the rest of the time? The rest of these tens of thousands of conventioneers?

And that’s precisely the problem with this kind of thinking that’s prevailing among the powers-to-be that now control Las Vegas. They just don’t seem to think things all the way through. At least not like casino owners and operators should be thinking.

Instead, they should be thinking like this: In the dining room, we’ll get, maybe, $18,000 profit out of that $300,000. If we’re lucky … but since $100,000 of that is our own money, we actually get a lot less.

However, if we focus Mr. Smith, and others like him, on the casino, we’d be getting anywhere from $60,000 to $120,000 in profits for the same action – and with less labor cost, and in a much shorter time. Therefore, it is in our best interest overall, to get Mr. Smith – and others like him – to pay more attention to the excitement of the casino, than to the convention.

Mr. Smith is of far greater value to us as a casino player – and of very little value as a conventioneer – regardless of how much he eats.

So, why are we wasting our time and money attracting people who sit and eat, instead of casino

players who sit and gamble? (Remember – Mr. Smith is an aberration, not the measure of the rule.)

Why are we going after conventions, which are common to every city in the world, instead of going after gamblers? And why are we tearing down great and iconic Las Vegas landmarks just to stuff more traffic onto an already overcrowded Strip, and populate it with even more people who don’t gamble?

But this might be a hard argument for me to win at this particular moment, and with this particular example. While Mr. Smith did actually gamble in the casino, the casino made no money out of it (because he won). However, the restaurant did make some money out of him, even if 1/3rd of his exorbitant food bill was actually paid for by the casino’s own money.

I guess the bigger question should be this: How many of the other 25 guests that Mr. Smith treated to those $15,000 bottles of wine actually gambled in the casino?

And another question should perhaps be: How many of all the other attendees of the Consumer Electronics Show did also gamble in the casino?

So – how much was Mr. Smith actually and really “worth” to MGM Resorts?

And how much were all the other attendees to the CES actually worth to the casinos of Las Vegas?

Did any of them gamble? Anything like Mr. Smith?

Was there a Mr. Jones among them?

You see, the facts are simple – conventioneers just do not gamble. Period. And while Mr. Smith may be a maverick who has more than the “vice” in Vice Media Inc., to his credentials, the simple facts are that conventioneers like him aren’t usually found in the casinos.

So, how does this affect the Riviera?

Well, I guess it’s all a matter of perspective.

Destroying Las Vegas, tearing it down, shredding it to pieces, putting up endless rows of bland convention halls, parking lots, drugstores on every corner of the Strip, and more and more shopping malls and high-rise residential units.

Is that the perspective we really want for Las Vegas?

And what about the casinos?

Oh, yeah … you mean those annoying things that waste floor space where we can stick another convention hall? Oh, don’t worry … we’re on top of that one. We’ll be tearing it all down soon enough.

And so, now comes the death of the Riviera.

As if it wasn’t enough that everything that was once great about Las Vegas has already been destroyed. Now one of the few surviving great icons of the greatness of Las Vegas is being bought by

the Las Vegas Convention and Visitors Authority (LVCVA), and they are going to tear it down, shred it, destroy it, bury it. And then do what?

They are going to replace it with yet another convention hall for what they are calling “The Global Business District.”

And what will this do?

It will attract more conventions flooded with people who don’t gamble. Yes, it will pump around $300 million per year into the “non-gaming” economy. But the casinos – even when run badly – still pump more than $1 BILLION into that same economy every month!

So, what else will this “Global Business District” do for Las Vegas?

It will increase traffic jams and pack the Strip with business suits instead of gamblers. (Mr. Smih and his Blackjack prowess notwithstanding.)

It will drive away visitors who come to see and experience “Las Vegas”, and now, instead, will find bland convention halls, Bus depots, and parking lots.

This is already happening. Have you been to Las Vegas recently? Have you seen the destruction of all that was once great?

The Strip is packed with Palm trees, which do nothing to “beautify” the Strip. All they do is block the neon. What little is left of it, that is. Palm trees are synonymous with Hollywood, and California, and Beverly Hills. Las Vegas used to be famous as “The Neon Jungle.” But now, after these powerbrokers who are destroying it get through with their heavy-handed and misguided mayhem, Las Vegas will instead become known as “The Boulevard of broken dreams, once great and shining with bright lights, and now buried in the dust of dull and grey convention halls.”

So, Mr. Buffet, loan me the money, so I can save the Riviera. At least one of the great casinos of yesteryear deserves to be kept shining.

And, oh, by the way – if you’re wondering how the thinking is going among casino owners and operators who ignore the casino – in the fourth quarter that ended Dec. 31, 2014, MGM Resorts reported a net loss of $342.3 million, compared with a loss of $56.8 million in the same quarter a year ago. The result translated into a loss per share of 70 cents, compared to a loss of 12 cents per share last year.

So, who’s the winner here?

No one.

And that’s the real cost of short-sighted thinking that’s destroying Las Vegas.

Save the Riviera!

At least do something right – for once.

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Market Forces

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John Globokar President JBK International, speaks to Peter White & Damien Connelly

014 was a year of major resort closures and buyouts of leading iconic slot manufacturers.

With these significant mergers and buyouts in manufacture and supply come what is commonly termed ‘operational efficiency savings’ which results in employees either being presented an alternative role or made redundant. This process of review within these organizations can take many months so for many these are insecure times.

Please can we commence this interview with a brief history of JBK International, when was it founded and what have been the main aims & ambitions of the organization?

My name is John Globokar, President & CEO of JBK International, LLC. JBK was founded in 2008 and is one of the leading Retained Executive Search Firms in the Casino & Hospitality space. Our team John Globokar President JBK International works primarily with the Casino Operators and Manufacturers, providing A+ talent different view of the world compared to most. My to our clients for mission critical searches. advice to anyone in our industry would be: always It has been our commitment to provide to our operate under the assumption that you have no clients only the Top 5% of industry talent for these job security. The 5% of the industry that we work crucial hires or top grading efforts. JBK International with are able to rest easy at night knowing their job operates in complete confidentiality on searches security is a function of their production and results. that range from the Director Level to C-Suite and Are there exceptions to this rule? Sure. Which is Board Member positions. Our firm is comprised why I would always council anyone to keep their of a team of researchers, operations and project options open. If you are sitting in your office reading coordinators. JBK International is built for success this interview thinking you have a great job, a ton of on a single critical role and/or 10+ positions for each security and growth potential … you need to answer client. the phone when someone like me calls to discuss another opportunity. Think of it this way: What is What advice can you provide to those whom are the cost of talking? Nothing. What is the cost of not concerned about job security: should they wait taking that call and losing out on a life-changing and see, or is there some proactive action they career opportunity? Everything. could take in order that they are prepared for the My other comment is … be authentic. Many of worst? the most successful people we work with have This is a very interesting question. We have a very

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created job security by going against the grain in their respective role. Let’s take Marketing for example. My firm has placed incredible talent with clients that are willing to embrace fresh new ideas from the Marketing Executive, within struggling or stagnant markets. These are the people that can push back when they feel a new idea or plan could be the key to taking market share away from their competitors. Don’t be afraid to make the tough decision or execute a well thought out plan.

With all these buyouts there is likely to be a lot of experienced executives looking for work. They may consider other roles in other industries. If so, what steps should they take in assisting with their chances of gaining employment with organizations in, for example, the IT industry or online gaming?

Our swimlane at JBK International is Gaming focused and for us to provide insight on another industry would be irresponsible. Over the years, I have been asked this very question a number of times. I am comfortable with pointing these folks in the direction of friends that I’ve built relationships with that own search firms in other industries, which is always helpful to executives looking for a fresh start. Regardless, if the people in this situation are going to remain in gaming or look elsewhere, I’ve suggested that they be incredibly flexible on title and compensation. Keep in mind; you’re only worth what a company is willing to pay you.

Unfortunately, we’ve seen many executives that are now free agents price themselves out of the market, based only on what they “used to make”. The world has changed. Those that remain rigid and unwilling to be flexible remain on the street as free agents much longer than those willing to take a haircut and bet on themselves in a new company.

What tips and advice have you for updating resumes?

The best advice that I would give is to dust it off and update it at least once a year. I have a few theories behind this. One being, it serves as an opportunity to reflect on your accomplishments from the prior year. The second is you don’t want to wake up one day and receive a request for a resume and it hasn’t been touched in 5 years. It is easy to forget about some of the smaller accomplishments, which can carry the same weight in many cases as the larger accomplishments.

During an interview what advice would you give to candidates that assists with gaining the role?

Do your research on the company, the people conducting the interview. We believe in telling candidates to interview as though you’re

interviewing for the next title up the foodchain. So if you’re interviewing for a Director level position, act as though you’re interviewing for a VP role.

Companies like to see runway for growth in anyone they are hiring. Be yourself and never disingenuous.

It is a challenge for some executives to interview after just having been a casualty of an acquisition or merger. It’s often a challenge to find the confidence needed to be successful in an interview. For these folks, I would say, rest on your accomplishments and what assets you bring to the table. Your ability to convey your capabilities to an interview panel will produce confidence.

Your organization will likely receive a lot of resumes on a daily basis. What are the key aspects you look for in a winning resume?

I like to see growth. Everyone starts somewhere, right? To be able to show steady growth and development is critical. Going from a large company or large property to a smaller one, but with a bigger title or increased responsibility is great. Too often candidates get caught up in the size of the company on the resume. If your current employer or company you’re considering can offer you additional exposure and responsibility, taking a step back in company size is often the best way to develop your career. For me, I do not like to see jobhopping. Our clients expect us to surface candidates that can display stability. We look at a resume with 5 companies in 7 years as a candidate that will look for the next shiny object at the first sight of a challenge. If there has been reasonable movement on a resume, it is understandable. As long as you have a good story to tell as to why you made each move (every company will ask), you’ll be okay.

These people whom have been made redundant are highly competent at the roles and responsibilities so I guess you would agree that maintaining a positive outlook works well in these situations?

I would agree, yes. However this can be a dangerous situation. If your company is acquired and two companies are now being blended together, maintaining a positive outlook is important. But the realistic outlook is the important of the two.

I would say an acquisition that has taken place a year ago or sooner, you have to have laser focus on the environment around you. More often than not, you’ll be able to see the train coming down the track – you just have to look for it. I tell people in any situation to look for the positive … at work, at home – in anything you do.

In your opinion do you think the Wall Street ‘bigger

29

is better’ is best for innovation in this highly innovative industry?

This is a question that has so many layers and tentacles. I think this answer must be dictated by your market. How often have we seen the mega casino property go up in a market that has unstable footing, only to file bankruptcy or struggle mightily?

Bigger is often a recipe for disaster. Let’s use the US regional market as an example. These are markets that often have 2, 3, sometimes as many as 8+ players in a given jurisdiction. The properties are all fighting for the same customer … so who wins? This is simple. The property that can adjust quickly and operate very lean. I could spend all day dissecting this question, but the other critical component is what you offer to the consumer. Too many operators manage their properties from a balance sheet perspective, the Money Ball approach. While you can make the argument that the balance sheet is the most important aspect of any business, I would say 1(a) is the product that is offered to the customer. Regardless of how large or small the property is, if the customer feels they are being offered an authentic, genuine and customer service driven product, you’ll have a customer for life. If we talk about the manufacturing side of the business, I would say yes – bigger is better. Today’s consumer is driven by more visual stimulation and more video game-like interaction. Today has to be the future for

the manufacturing companies to have any kind of staying power.

As the casino industry is a niche market, working overseas is an option. What aspects should people take into consideration when applying for an international based position?

The biggest consideration is why the move? Most of the candidates that we’ve placed from the US market to an International location are motivated by the challenge and growth opportunity. An International opportunity can offer a whole new set of challenges that most wouldn’t face here in the US. I often hear people say, “the location of the property or company doesn’t matter … a casino is a casino.” This could not be any further from reality.

Do your homework and make sure you know what you’re getting yourself into. I would strongly suggest that you reach out to as many people as you can that have made a similar move and what pains they felt during the transition and getting acclimated.

How can one get in touch with you and your firm?

Several ways. Our office number is 440.944.9800 or they can email me directly at jglobokar@jbk-intl. com. I would also welcome anyone to take a look at our website at www.jbk-intl.com for additional information and the ability to confidentially send us your resume.

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02/03/2015 13:11

Per Jaldung CEO Casino Cosmopol & Damien Connelly Associate Editor Casino Life

More Opportunities Damien Connelly reports from the 7th International Casino Conference in London’s Hippodrome Casino

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utgoing Chairman of the European Casino Association (ECA), Ron Goudsmit, noted that, “Fighting illegal gambling has always been a key point for our Association, and we are happy to see a wider awakening to this issue. The ECA fully supports the European Commission’s recommendation of July last year that illegal and uncontrolled gambling should be eradicated.

The ECA sees the need for clearer definition of what it takes to be a legal gambling operator in Europe, be it landbased or online”. This basically splits into two key criteria: • The operator should be licensed to operate in the Member State (jurisdiction) of the player; and • The operator should act in accordance with the applicable laws and procedures of each and every Member State it operates in.

Perhaps of greatest long-term benefit to act as the foundation for the future growth of our omnichannel industry in order to improve the consistency of regulation, consumer protection, and the profitable development of safe and fun customer experiences, is the ‘simple’ matter of defining gambling services. The European Commission defines gambling services as: Any service which involves wagering a stake with monetary value in games of chance including those with an element of skill such as lotteries, casino games, poker games and betting transactions that are provided at a physical location, or by any means at a distance, by electronic means or any other technology for facilitating communication, and at the individual request of a recipient of services.

Such an attempt to define gambling services is, to me, the beginning of legal and market harmonisation

31

Europe-wide, under which landbased and online casinos will be faced with the same operational laws, and where lottery and betting providers will also have to operate within the strictures of the laws currently faced by landbased operators; i.e. this is the start of a long road, the end of which will see all operators subjected to the same laws, allowing for a level playing field, regardless of whether you are a landbased or online casino/poker operator, a lottery provider, or a betting company.

Twelve months ago at the 6th International Casino Conference, I hoped 2014 would be the turning point when our industry started growing again. That didn’t happen for most operators...yet it did happen for some. According to Ron: “In general, 2014 was still a difficult year for most. Around one third had less income than the year before. However, if you look at the overall picture, there was a 2% growth in GGR, strongly influenced by Simon Thomas Chief Executive the UK”. During 2014, of Hippodrome Casino the UK grew 27%.

Factoring in currency conversion to the same baseline Euro level, the growth becomes 14% in Euro denomination.

UK growth came from various factors, including gross gaming revenues (GGR) from London casinos outperformed the UK market, as well as the opening and refurbishment of properties that both offer a broader range of non-gaming entertainment experiences for customers and a greater number of gaming experiences from larger, superior casinos. One such ‘superior’ casino is The Hippodrome, host location for this year’s International Casino Conference.

Simon Thomas, CEO of The Hippodrome Casino, is “the sixth generation of family steeped in entertainment history...my forebears were travelling showmen; everything from the spectacles through to bingo”. Simon helped his father, Jimmy Thomas, build up the family’s bingo business to eventually own the largest bingo hall in the UK, which had 2,700 seats, 16,000 customer visits per week, three bars, two restaurants, two cabaret stages, a wedding license and a cinema license, and more. It proved a great foundation for Simon’s experience to operate The

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Hippodrome, which opened July 2012.

The figures for The Hippodrome are impressive, and underline the 27% growth reported by the ECA in UK GGR during 2014: 36,000 customer visits weekly; only 100 or so gaming machines and 45 tables; one restaurant with its kitchen supporting various private dining rooms and bar-restaurants; six bars; a theatre; and event/meeting spaces. The event and restaurant facilities provide a fantastic opportunity for The Hippodrome to change people’s perceptions of what a ‘modern casino’ can offer beyond the typical perceptions of “small private members clubs that offer just gambling...everything we’re not”.

As Simon noted: “The way the building works is like a cruise ship, or a mini-resort casino”. The iconic nature of The Hippodrome--60% of Londoners know the building already--and its amazingly good location are also major assets, as Simon commented: “We’ve managed to create a space that’s not just about gambling, or just about entertainment, or just about bars, or restaurants; it’s all of it together. And I think we’ve shown it can be fun to come to a casino.

“When asked what are the secrets to our success, location is very important. The street outside is the busiest in Europe. At weekends, 250,000 people pass our front doors daily, and a mere 220,000 on weekdays”. With the building being located directly above Leicester Square Underground Station, which has 40 million users each year, there’s a lot of opportunity for continued customer development at The Hippodrome.

On customer development Europe-wide for omnichannel operators (in my opinion, our industry’s future), a major challenge being pursued by the European Commission during 2015 is information sharing among the national Regulators and States within the European Economic Area (EEA) to eradicate illegal gambling. As commented on by Harrie Temmink, Deputy Head of Unit for the European Commission (DG Growth), all European Member States are in the process of reassessing their online gambling laws.

Harrie noted how: “We (the EC) focus our policy on

online gambling exclusively,” as landbased policies are the responsibility of each Member State. “Online gambling has considerably more cross-border aspects, has a broader cross-border dimension,” than landbased.

This 7th edition of the International Casino Conference was, for me, the most insightful and educational of the many I have attended. I cannot condense all the content into this article...otherwise it would be many many pages longer! So I will focus here on one more point I found intriguing and which will shape all our futures: digital technology and its impact on consumer behaviour.

According to Thimon de Jong, Director of Whetston, during a global research study, 18-25 year-olds had to go 24-hours without using any digital technology. At the end of this period, they were put into a brain scanner to see if anything could be measured from this enforced lack of use.

As Thimon referenced: “Over 80% of the respondents showed serious brain stress.

There was a part of the brain showing serious stress similar to hard drug users who did not get their hard drugs”.

Participants were asked how they felt during this 24-hour period without technology, and: “Over 80% said things like: “I had the feeling I was walking around naked”; “I had the feeling I couldn’t breathe”; “I felt anxious”; and “I had the feeling I was on the verge of a panic attack”. These are literally quotes from the report, and similar to feelings expressed by hard drug users who go 24-hours without using hard drugs.

“Researchers concluded that the addiction to digital technology is comparable to drugs. So when you have these people in a casino and they’re fully indulged in the game, and suddenly something happens on their phone, and they grab it, they cannot help it. It is like a drug addiction”. As Thimon noted, the development of the Internet of Things will likely compound this situation, resulting in more messages being received by

34

everyone...reducing consumers’ concentration levels and the time they allocate to activities.

As the Internet of Things also includes connecting devices to people, pets, and suchlike, the opportunity for attention disruption in the future is huge--from wine bottles sending consumers messages telling them the wine is about to go out of date, to connected socks sending consumers messages that an elderly relative suffering from Alzheimers has started walking towards the front door. The only reality for the future is more messages being received by everyone.

In fact, so many messages are already being received that consumers are stopping using digital technology-at least for a period of time. The group of consumers managing their time most by deliberately stopping using digital technology to, at least partly, control messaging overload is those under 25. Some companies have picked up on this trend, with the likes of Marriott offering tech-free ‘braincation’ zones. Perhaps the perfect location where consumers can regularly digitally detox are casinos...or at least zones within casinos.

Thimon noted the most important learning from this as being: “The Harrie Temmink Deputy Head of further we digitalise our Unit at European Commission society--and the Internet of Things is coming, wearables are coming, glasses are coming--the greater the urge to unconnect. I know you all likely have a digital strategy, but do you also have an unconnected strategy as well? It’s not fully digital, or fully unconnected. You have to find the fine line between the digital addiction and the urge to unconnect”.

In unconnecting myself from the 7th and most informative International Casino Conference, I met with Per Jaldung to congratulate him on his impending appointment as the new Chairman of the European Casino Association. If I were to summarise my overall impressions from the 7th ICC, it’s that our industry faces some fascinating opportunities to create more memorable/sharable customer experiences.

SPOTLIGHT – ICE 2015 REVIEW

NOVOMATIC

A Clear Demonstration of a Truly Integrated Group Portfolio With 18 Group subsidiaries NOVOMATIC presented an impressive display during ICE 2015 in London. The Group’s global reach in the international gaming industry was clearly demonstrated with an array of new innovations and technology developed by leading talents in the Group’s various competence centres and think tanks.

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his year’s star of the NOVOMATIC show was undoubtedly the magnificent new cabinet, DOMINATOR® Curve.

This dramatic evolution of the hugely successful Dominator® cabinet was given its international debut in London. Combining all the sophisticated ergonomic and design elements of its predecessor but now with the advantages of its own unique feature – an upright 40” full HD curved touchscreen – the Dominator® Curve positions the

player in the focal point of the gaming action and creates new possibilities for gameplay and jackpots.

Another high impact product at ICE was the NOVOSTAR® V.I.P. II slant top with its large 50” screen and Crown V.I.P. chair. It was presented in the dramatic Astra V.I.P. wall configuration that has already proved to be a big success in major casinos across the UK. NOVOMATIC’s continent spanning systems specialist Octavian demonstrated the hugely

35

SPOTLIGHT – ICE 2015 REVIEW

popular ACP Casino Management with its various modular system features and possibilities across all areas of casino operation.

A wide range of market-specific AWP and VLT products was presented by the Group subsidiaries NOVOMATIC Gaming Spain, GiGames, LÖWEN Entertainment, Crown Technologies and NOVOMATIC Italia for their respective European markets.

NOVOMATIC UK – comprising Astra Games, Bell-Fruit Games, Empire Games, Gamestec and Mazooma Interactive Games – took up a major part of the huge booth with their latest offerings for the UK and international markets.

For the increasing demand for the ever

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SPOTLIGHT – ICE 2015 REVIEW

Register by 27 March and receive up to £200 off!

expanding online and mobile segment the Group’s NOVOMATIC Interactive branch presented a highly diversified offering of products and interconnected solutions from subsidiaries Greentube, iGaming2Go, Extreme Live Gaming, Betware and NOVOMATIC Lottery Solutions, ranging from proven NOVOMATIC land-based content optimised for desktop and mobile platforms, online/mobile games and platforms to live dealer content, market leading VLT solutions and complete lottery system solutions.

Visitors were once again impressed by the innovative products and solutions as well as the high diversification of a truly integrated Group portfolio that caters to literally all aspects of modern gaming through the deployment of NOVOMATIC winning technology.

Conference: 28th and 29th April 2015

Post-Conference Workshop Day: 30th April 2015

Location: London, UK

Achieving innovative and progressive transformation to grow a profitable customer base across the gambling sector

A stellar line-up of 16+ experts sharing their stories including: Mark Stern Head of Business Intelligence Gala Coral Group Joel Newman Head of User Experience Rank Interactive Apostolos Dousias Head of Payment Ops Betsson Group Mauro Orru Head of Customer Acquisition Locus Gaming Attila Kun Head of Conversion Management Novomatic Hussein Chahine Founder and CEO Yazino Geoff Read CEO DAB Gaming

To find our more or to register please: www.customerexperiencegambling.com enquire@iqpc.co.uk | + 44 (0) 20 7036 1300

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04/03/2015 10:24

SPOTLIGHT – ICE 2015 REVIEW Casino Technology displayed, convergence in action“ at ICE Totally Gaming SOFIA, BULGARIA - Casino Technology proved once again that its high ranking among world’s most innovative and visionary gaming manufacturers is well deserved.

The Company showed „convergence in action“ at ICE Totally Gaming 2015 in London, displaying a broad spectrum of leading edge online/offline solutions. Customer references for Casino Technology’s interactive developments exceeded expectations, further consolidating Company’s determination to stay ahead of the curve by boldly anticipating future trends and turning them into real technology developments.

Seeking to increase its footprint in the interactive gaming space, Casino Technology showcased in London its complete solution for multichannel gaming THE BIG 5™. Combining 5 of its most innovative systems, the state-of-the-art suite is designed with the ultimate goal to enable land-based businesses to offer the same compelling gaming experience both online and offline.

RHINO™ Casino Management System took center stage at Company’s spectacular booth, provoking great interest among visitors due to its superior technology, expanded functionalities and impressive flexibility that rank it among the best CMS’s worldwide. RHINO’s convergence features of next generation, including highly valuable options of linking with LEOPARD™ Online Gaming Platform and BUFFALO™ Universal Jackpot Server, make it a must-have tool for any operator who would like to stay ahead of the competition in a rapidly changing market and technology environment.

Providing a range of strategic and commercial benefits, RHINO™ has already assisted casino managers in numerous gaming locations in Europe and Africa not

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only to facilitate daily operations, but also to raise the business to a whole new level of efficiency and control.

BUFFALO™ Universal Jackpot Server which allows linking of land-based and online slot machine groups to a jackpot with common accumulation also received excellent references at ICE 2015, especially due to its utilization with progressive link games such as Asian themed PEACOCK&DRAGON™ series.

Leading international operators appreciated highly the huge game variety and quick market access provided by another key element of THE BIG 5™ system suite, ELEPHANT™ Remote Game Server. ELEPHANT™’s broad applicability received recently an extra boost due to its integration with world’s most popular online platform providers, making Casino Technology’s highly compelling game content available across almost all interactive gaming segments in ever-expanding scope of legal jurisdictions.

Casino Technology’s advanced white-label solution, LEOPARD™ Online Gaming Platform, also attracted great interest at ICE 2015, with numerous inquiries from customers. “Although a relatively new development, LEOPARD™ got excellent reviews from clients who appreciated its innovation, convenience and multiple tools for establishing and expanding online presence in a highly efficient and smooth manner”, explained Konrad Gill, iGaming Director of Casino Technology.

“In general we can conclude that the expo enabled us to penetrate deeper into the online gaming segment, offering a whole new dimension of possibilities for operators along with new grounds for expansion for Casino Technology”.

SPOTLIGHT – ICE 2015 REVIEW ICE Totally Gaming confirmed Casino Technology’s image as one of the industry game changers SOFIA, BULGARIA - Fascinating video slots, next generation slot machines, dazzling multi-game offerings, standalone and linked progressive games met visitors at Casino Technology’s booth at ICE Totally Gaming 2015, confirming Company’s reputation as a trend-setter of global gaming industry. The creative design and layout of the stand with dedicated product areas and huge variety of displayed products made it a must-see place for anyone looking to discover what’s around the curve for gaming innovations.

Excellent feedback shows that ICE 2015 can be ranked among the most successful international exhibitions for Casino Technology in recent years both in terms of clients’ interest and deals concluded. Representatives of many of the largest international operators and distributors stopped by Casino Technology’s blue-andwhite booth to learn about the latest developments and explore opportunities for mutually beneficial cooperation.

“With more than 15 years of history in the gaming business and dozens of major international exhibitions, Casino Technology has a very clear vision of how to provoke a wow effect among visitors and clients.

Our participation at ICE 2015 relied on the same explosive mixture of attractive booth presentation, next generation novelties, proven products, and uncompromisable customer care that allowed us to provide a standard of excellence and confidently commensurate with the best players within the industry for so many years now”, stated Sonia Nikolova, Business Development Director.

Levering the key learnings from its globally proven cabinet series, Casino Technology revealed at ICE Totally Gaming its latest breath-taking addition to Company’s impressive cabinet portfolio. The astounding ARCH™ cabinet made its world premiere in London, introduced to selected customers during a VIP Room presentation under the motto “Leading the curve”. The brand new development which incorporates best of breed technology innovations, increased interactivity and stunning design for an immersive gaming experience received very positive ratings from VIP guests, building a solid foundation for its successful marketing in the future. “This new gaming machine retains all the benefits our customers are accustomed to, but packed in a brand new, fascinating design utilizing the hottest

technological solutions which are on demand amongst the audience nowadays. We really put our head and heart into it and we hope this will make our customers fall in love with it as much as we did”, explained Nikolova.

Of course, Casino Technology relied on its popular and demanded cabinet lines such as AURORA™ and SENSA™ upright and TANGRA II™ slant top to create a real casino environment within the ExCel premises.

Combined with the newest multi-game mixes of highly demanded GAMOPOLIS™ series, they offer operators a complete technology excellence to meet the needs and requirements of a widest possible range for client profiles.

The new Asian themed progressive link series PEACOCK&DRAGON™, just recently expanded with fresh additions, added a touch of Chinese mysticism to successful game mix presented at ICE 2015. With their unique jackpot system 8 PEACOCKS™ and eyecatching visual presentations, the games provide a very successful diversification of gaming experience on the floor not only for Asian markets, but also worldwide as the product concept targets different players profiles.

Another novelty, TRINITY™ multi-game multi-player system which combines 3 of the most popular game types – roulette, video slots and horse racings, proved that clients all over the world set great store by the original and highly promising concept of the new development that makes it a sure bet for any casino floor. Visionary operators immediately realized the great potential of TRINITY™ presented in the newly designed CASINO PRINCE™ II electronic betting terminals, to keep both slots and table game oriented clients engaged for longer.

Guests at Casino Technology’s booth were also impressed by the new exciting progressive link bingo multi-game BINGOGATOR™ targeting mainly Asian and Latin American markets, but also attracting great interest by European operators at ICE Totally Gaming.

“The feedback from the ICE Totally Gaming shows that all those who want to get a hint for future gaming innovations must keep an eye on Casino Technology’s latest proposals as company always manages to go the extra mile, surprising clients and experts with cuttingedge solutions, creative novelties and technology perfection”, Nikolova concluded.

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SPOTLIGHT – ICE 2015 REVIEW

Alfastreet London ICE 2015 has been one of the best ever for Alfastreet

Albert Radman, Sales Director, Alfastreet

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SPOTLIGHT – ICE 2015 REVIEW

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he 2015 edition of the ICE show in London was very busy and a huge success for Alfastreet, which has displayed several new products, which gained general acclaim from the public.

They have also presented a brand new stand design, which provided a spectacular stage for the new instruments.

The company from Slovenia is well renowned for their craftsmanship in production of ETGs and they clearly showed it on the show – the entire range has been renewed, with a complete family of Roulette based Multigame machines. The R4, R5 and R6 now complement the flagship model R8, which has been presented for the very first time with the option of keyboards together with 23� touch screen monitors and a slightly modified appearance.

Probably the most admired and intriguing machine on the stand was the final version of the Royal Derby, the mechanical horse-racing machine. The sales have officially started during the ICE show and the response is overwhelming.

Over the next couple of months the first machines will already be installed on the gaming floors all over the world, bringing the impatient players, the first real machine of this kind since the 1990s.

Although not as big and imposing as the Royal Derby, the biggest novelty from the company stood just in the middle of the stand: the first ever slot machines from Alfastreet. The signature design with colorful and witty top

signage have immediately drawn attention to the original games, destined to be the hit with the hard core slot enthusiasts. One could tell the idea has been developing for quite some time, once you get to check the details and finish on the product.

The company is grateful to all the partners, friends and visitors who joined them on their stand and make the 2015 edition of the show probably one of the most successful in the company history.

Alfastreet is looking forward to the next big exhibitions this year and invites everybody to join them.

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SPOTLIGHT – ICE 2015 REVIEW

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SPOTLIGHT – ICE 2015 REVIEW

Ainsworth

“A Winning Play” awarded at ICE 2015

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CE 2015 provided the perfect preview with the introduction of yet more new games and cabinets, to allow further expansion in more gaming jurisdictions for land based and online gaming.

Notably ICE paved the way for the introduction of new concepts for the UK B1 Casino’s with games especially created for this segment such as Fortune Ox™ and Royal Diamonds™. The great games and themes could be seen throughout the Ainsworth stand for the core Game Plus™ library: Quad Shot®, Double Hit®, Play 40/50/100 Lines™, Wheel Winner®, Multi Win™ and High Denom™.

Centre stage was the latest cabinet – the A560®SL featuring the Sweet Zone™ and Whopper Reels™ innovative game packages. These highly entertaining games are presented on a 32” portrait high definition screen. Jackpot offers can be displayed with a 19” LCD Topper option. Just some of the games were on display included Rumble Rumble™, Big Bang Bucks ™, Flying Horse™, King Cat™, Fire Wizard™, Ice Wizard™, Power Fruit 7’s™ and Mega Fruit 7’s ™ with many more titles available.

Adding to this, the enormous A560® Wide Boy™ brings features alive with the 32” landscape mode LCD top box and exciting game driven LED lighting.

Headline titles on display at ICE included Hummin King Spin™, Reel of Wheels Horsepower™ and Cash Challenge™.

Ainsworth dedication for game development

was recognised at the ICE with the presentation of a major award. The ‘Golden Dice’ is presented to a very select few each year by the industry magazine ‘European Casinos – The Elite’. Ainsworth Senior Management (Danny Gladstone, CEO Ainsworth Game Technology, and Robert Dijkstra, MD Ainsworth UK Ltd) were delighted to accept this award as recognition for the company’s constant investment and advances in research and development for products specific to the European market. This truly underlines how far Ainsworth has advanced in such a short space of time in the European casino market and that in often challenging trading conditions. To be growing market share when overall demand has generally been decreasing in past years for casino slot machines in Europe just shows how much Ainsworth has to offer the market. The new games and the new cabinets reflect the company’s philosophy in investing in the market and receiving the ‘Golden Dice’ was a just reward.

Ainsworth UK Ltd. Managing Director, Robert Dijkstra, looks back on an extremely successful show, stating, “Our growth rates remain amongst the highest in the industry which reflects on the sheer amount of focus we place on our games and gaming machine range. We are very proud to have received the ‘Golden Dice’ award. On behalf of all the Ainsworth team, we wish to thank all the visitors to our stand. You all made this a very special ICE for us”.

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SPOTLIGHT – ICE 2015 REVIEW

CAMMEGH

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ammegh, manufacturers of the world’s finest roulette wheels, enjoyed an immensely successful show in London, with interest on the stand at an all-time high. Demand was driven by the latest additions to the Cammegh portfolio, the refined Billboard Display system with added functionality, and the launch of SpreadBet Roulette, a revolutionary new side bet.

SpreadBet Roulette, developed closely with Grosvenor Casinos, was the subject of much praise on its debut at ICE. Plans for the side bet to hit the market are in place at 10 Grosvenor

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sites throughout the UK in the coming months, with plans of wider roll-out in the future.

Cammegh’s eventual ambition for SpreadBet Roulette is for it to become a staple side bet alongside the traditional game of roulette.

Sharing the limelight at ICE was Cammegh’s ever popular Billboard Display System, Cammegh have been able to add a host of impressive new features, the latest of which include the ability to stream live TV and the multiboard; showing game results from other tables on a single screen,.

On top of this, Billboard screens now have a slim line option in 24, 27 and 32ins, utilising the latest technology to create a crisp, flat-glass finish.

SPOTLIGHT – ICE 2015 REVIEW

BEST ICE EVER for DRGT DRGT underlines why it is the fastest growing systems company

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SPOTLIGHT – ICE 2015 REVIEW

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urgen De Munck, CEO and co-founder of DRGT, himself stated that this year’s ICE has been the best ever for DRGT. 2015 has started where 2014 left off – with great demand for the innovative solutions of this independent systems company.

Expect DRGT to be again true to its statement of being the fastest growing systems company at next year’s ICE. Within the space of just three years, DRGT has grown its customer base to over 500 casino venues in more than 35 countries around the world. The installed base has grown from 8,000 to over 30,000 during this time. This serverless technology that provides operators with precise and complete accounting and marketing data has shown to the market the sheer amount of benefits that DRGT provides gaming operators. Furthermore, the intuitive software makes it so simple for operators. This simplicity begins with the way the DRGT products are labelled. The ‘dr’ prefix makes it immediately clear what the individual products offer, such as drScreen, drAccounting, drBonusing and drCashless.

The widening structure to support international growth was demonstrated at ICE with the announcement of the opening of two new DRGT subsidiaries – DRGT Africa and DRGT Colombia.

This year’s ICE saw the introduction of the drScreenMini. All the benefits (such as accounting, marketing, promotions, advertising, television and music) can now be displayed on the small player tracking screen. This is an important addition and now operators can decide whether to portray this information on the slot screen (drScreen) or on the player tracking screen (drScreenMini) in the same brilliant colours as on the main screen.

Further exciting news related to the improved Multi Game reporting – all the required statistics

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can be displayed for all individual games on a Multi Game slot machine, including individual game play, pay-in and pay-out statistics.

Operators can benefit from the DRGT systems technology on their entire floor as drTable gives complete accounting information on live gaming tables.

“The feedback from ICE was truly amazing. Our customers often commented how pleased they are that they have DRGT systems. They know we are an independent company that focuses entirely on systems. Our development cycles are shorter and we are able to introduce innovations to the market at a faster pace. Systems offer great opportunities to increase customer satisfaction and we are constantly in dialogue with our customers. We were able to greet further new customers at the ICE. We continue to invest strongly in building our company structure as the founding of two further subsidiaries underlines”, commented Mr. Jurgen De Munck.

SPOTLIGHT – ICE 2015 REVIEW

Aristocrat acclaims best ICE on record

James Boje, Managing Director, EMEA at Aristocrat

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SPOTLIGHT – ICE 2015 REVIEW Aristocrat Technologies is reporting its most successful ICE Show to date following a record amount of interest and sales at London’s ExCeL Centre. The global gaming supplier used the show to formally launch its new range of advanced Helix™ cabinets to EMEA-based operators, along with a strategically segmented range of over 60 new and unique games.

Amongst the new games displayed were innovative concepts from Aristocrat’s C-Series™ of core games, J-Series™ jackpot style games, E*Series™ entertainment games and a range of new linked/licensed centrepiece games making up the EMEA gaming operations portfolio. The stand line-up also featured four global premieres.

“Customers seemed to be very impressed when they saw the depth and breadth of their portfolio, their shopping lists quickly expanded to cover a wider range of Aristocrat games to suit a broader range of players, which they could now cater for on their floors,” said Donal Maguire, Sales & Marketing Director – Europe.

“The feedback on E-series was sensational, with most excited by the fact that we were able to deliver another 19 great titles enhanced with new features, game mechanics and standalone progressives, building on the already successful 16 titles released in 2014. They proved very popular due to the strong performance of their predecessors over the past 12 months,” he continued.

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“Our new Jackpot range was also extremely well received. Taking inspiration from the E*Series model, including eye-popping animations, strong audio effects and compelling maths models, these games have performed exceptionally well in our first release markets of Australia and the US and are mirroring the results already in Europe, especially on the Helix Super Screen™ Slant cabinet, with its 32-inch high definition top screen.

“Aristocrat’s core games, now presented as the enhanced C-Series, gained favour across the board, with a number of new multigame packages unveiled, as well as Wonder 4™ Jackpots! – a brilliant new spin on the original multi-play marvel complete with animated jackpot wheel – and seven new families of games, each with their own unique appeal, and already proving successful in some of our traditional core markets.

“Among the most glamourous products on our stand were the impressive link games, including Batman™ Classic TV Series and Superman™ The Movie Wonder Wheels™ and Tarzan of the Apes™.

These will begin to appear on European gaming floors over the coming weeks and months.”

Mr Maguire concluded, “While 2014 was about great games and a great library, 2015 demonstrated our continuous desire to innovate and deliver both a strong and deep content library, but also a strong hardware platform to use into the future, coupled with a sneak preview of some 2016 premium cabinets featuring Game of Thrones™ and Britney Spears™. Our ICE 2015 stand was a resounding hit with customers and will prove to be a watershed moment for Aristocrat’s growing presence on European gaming floors.”