Volume 14 Issue 121
Casino Cosmopol It begins with the People
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Editorial: Editor in Chief: Glyn Thomas Mob: +44 (0) 7727 969299 glyn@ace123.com Features Editor:
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Editor’s page Welcome to Casino Life...
... With G2E Las Vegas just around the corner its appropriate we start with Stacy Papadopoulos, interim CEO, general counsel and SVP of Industry Services of the American Gaming Association. Providing a prelude to what we can expect at the show the emphasis is understandably on Sports Betting but you can expect even more over the three-day event. Peter White will be flying the flag for us at the US show whilst I’m heading for ICE South Africa instead. The last time I was in Jo ’burg it was recommended that we didn’t leave the hotel due to the rioting; we ended up in a jazz bar until daybreak and I recall being on a drum kit at some point. I’m sure I’ll be more reserved for this visit. I’ve interviewed ICE Africa Kate Chambers, Managing Director, Clarion Gaming, ahead of the event to see what’s in store. Peter and Damien Connelly were recent guests of the ECA in Stockholm and both interviewed Per Jaldung Chairman, European Casino Association and CEO of Cosmopol Casinos AB. Amongst other issues the recent changes in legislation are a key topic. Stateside, David McKee has looked into how the Hard Rock brand of Seminole has gathered momentum from Atlantic City to Japan. Damien Connelly has recently spoken to both Marie Maher (Founder of Recruitment by Marie Maher) and our very own Peter White who has joined Marie as Partner for Global Business Development, using his wealth of experience and contacts in our fast-paced Leisure Gaming Industry. Our regular contributor, Robert Ambrose, has looked at whether there is enough reality-based education taking place on the topic of casino operations. A valid point. Meanwhile I caught up with Tracy Damestani CEO of the National Casino Forum to talk about the crossindustry campaign promoting responsible gambling. It runs from 1 – 7 November and I know many of you in the UK will be taking part. We conclude with two shows. In Australia AGE has started to gain more traction – each year it gets bigger, better and is becoming a key diary date in the Southern Hemisphere; Our man on the spot, Mark Driscoll, reports back. We end with the imminent G2E Las Vegas show and have a round up of what some of the major suppliers will have to offer. Volume 14 Issue 121
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Casino Cosmopol It begins with the People
Publisher: Peter White
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Mob: +44 (0) 7973 273714 pwhite@ace123.com
Glyn Thomas Editor in Chief
COVER SHOT Thérèse Liljeqvist, GM Casino Cosmopol Stockholm and Per Jaldung
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Contents 3
Editors page
5 Guest Comment Stacy Papadopoulos, interim CEO, general counsel and SVP of Industry Services of the American Gaming Association 7 The Name of the Game Per Jaldung Chairman, European Casino Association and CEO of Cosmopol Casinos AB chats to Peter White and Damien Connelly 18 Hard Rock hits the big time The Seminole Tribe’s gaming and entertainment arm flexes its muscles from Atlantic City to Japan. By David McKee 27 Executive Connexions Damien Connelly chats to Marie Maher Founder Recruitment by Marie Maher and Peter White Partner Global Business Development 31 Responsible Gaming Week Glyn Thomas talks to Tracy Damestani CEO National Casino Forum about the National cross-industry campaign promoting responsible gambling 35 Is there enough reality-based education taking place on the topic of casino operations? By Robert Ambrose 39 Be our guest at ICE Africa Glyn Thomas chats to Kate Chambers, Managing Director, Clarion Gaming, ahead of ICE Africa 2018 43 Australian Gaming Expo 2018 by Mark Driscoll 46 G2E Las Vegas Preview 2018 By: Rebecca Green • DR Gaming Technology • Cammegh • Apex • Novomatic • Zitro
Editorial Policy: The views and opinions expressed in Casino Life remain principally the views of contributors and do not necessarily reflect those of the editor or publishers. The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused. Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent. Printed in the UK by MPC Ltd.
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It’s time.
Guest Comment Stacy Papadopoulos, interim CEO, general counsel and SVP of Industry Services of the American Gaming Association The American Gaming Association (AGA) is excited to host Global Gaming Expo (G2E). We look forward to welcoming industry professionals to Las Vegas October 8 – 11 for the world’s premier international gaming trade show and educational program. As new business opportunities emerge, this year’s expo will focus on the industry’s latest technologies, newest products and insightful education. G2E will also be focused on the hottest topics, including marketing and analytics, optimizing guest service and experience and growth opportunities in esports, integrated resort development and sports betting. Following the Supreme Court’s May ruling that allows states and sovereign tribal nations to implement legal, regulated sports betting, there is no better time to explore the subject than at G2E. Programming will include keynotes from WNBA President Lisa
Stacy Papadopoulos
Borders on Monday and ESPN Anchor Scott Van Pelt on Tuesday. It will also include the first-ever Sports Betting Symposium – a three-day event dedicated to exploring diverse opportunities in this new market. Previous show topics, like gaming leadership, security and surveillance, tribal gaming and iGaming will also come back with new sessions. Innovation plays a key role at G2E, as we strive to curate a variety of ways to highlight new ideas to boost operations. The third edition of AGA’s Innovation Lab will feature TED-talk-style education sessions that showcase new technologies ranging from neural systems that will impact sports betting to beacons and artificial intelligence shaping casino design. This year’s expo will also feature our first Innovation Incubator as Thursday’s keynote. Headlined by FUBU CEO and Founder Daymond John and The Pink Ceiling and Sprout CEO Cindy Eckert (Whitehead), this event will allow start-ups and students to pitch
innovative business ideas in gaming and hospitality to John and Eckert in front of a live audience. Coming into G2E 2018, we are encouraged by the fast growth of G2E Asia, which was the largest to date in both size and attendance with more than 16,000 people joining us from 89 countries and regions. The success of G2E Asia points to the show’s growth as a signature event around the world for the industry to highlight innovation, reconnect and network with gaming-entertainment professionals, prepare for the evolving market and find a wide array of tools to boost business operations. G2E continues to demonstrate the industry’s evergrowing diversity as the global gaming industry continues to evolve in the U.S. and abroad. We are diligently pursuing all opportunities to share the industry’s success story. Stacy Papadopoulos, Interim CEO
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Per Jaldung
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The Name of the Game Per Jaldung Chairman, European Casino Association and CEO of Casino Cosmopol AB chats to Peter White and Damien Connelly
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Casino Cosmopol Sundsvall
Thank you for sharing your time with Casino Life, Per. You’ve certainly made an impact since joining our casino industry... when was that now... back in 2002? Yes, that’s right. After more than 13 years in law enforcement, in 2002 I chose to leave the Swedish National Criminal Police to take up the post of head of security for Casino Cosmopol in Stockholm. I began there before
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the casino was opened, so I was involved with planning, recruitment, training and everything else that goes into establishing a casino – even the construction. After three years in Stockholm, I was offered the position of casino manager in Gothenburg, where I stayed for three years. In 2008, I was appointed CEO of Casino Cosmopol AB. I enjoy the challenges and opportunities faced by Casino
Cosmopol, and both my colleagues and I are highly engaged in continuously developing the business. Since 2015, I have also been the Chairman of the European Casino Association (ECA), which is based in Brussels. The ECA has 28 member-countries in Europe and covers approximately 1,000 casinos employing over 70,000 people.
Attention is on Sweden as it changes its gaming laws to legalise more offerings as of 1 January 2019. What will change in the Swedish market? Above all, I hope that we will see more order in the market and better control of the gaming companies operating in the Swedish market. There are currently a large number of foreign-registered companies operating illegally in
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Per Jaldung with Yared Gabretensaye, GM in Malmรถ
the Swedish market without a license. In the new year, everyone with licenses to operate games of chance in Sweden will have to comply with the same regulations and I believe that the primary effect will be a significant decrease in the extremely aggressive marketing that we see today, especially on the part of online casinos. There will be more legal stakeholders under the supervision of the Swedish Gaming Authority Casino Cosmopol started its land-based operations in
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2001. Is this the biggest change Cosmopol has faced since it started? Yes, I think you could probably say that. As the number of online casinos has increased over the years, we have seen a negative impact on the number of visitors we receive. Hopefully, reregulation will transform the Swedish gaming market and the unbridled advertising for gaming we see today can be reined in. We have experienced other major changes; including the introduction of the smoking ban in 2005, stricter marketing restrictions in 2013 and
increasingly stringent measures against money laundering. What will change for Casino Cosmopol? Casino Cosmopol will remain the only land-based casino operator in Sweden. However, unlike today, it will be completely legal for poker clubs all over the country to offer poker tournaments. We therefore have competition in this area. It has also been decided to maintain the status quo, in that only four land-based casinos will be allowed to operate. Prior to the introduction of the new gaming legislation, there remained scope to open two more but this possibility has now been ruled out. It is also clear that Casino Cosmopol will not be permitted to arrange sports betting or online gaming, which is of course a limitation compared to what foreign casinos are able to offer. Looking a bit further into the future, will the new laws allow Casino Cosmopol to develop and add other offerings? No, Casino Cosmopol will only be able to apply for and obtain licenses for classic casino games. In terms of what else we can offer, there may be changes to our restaurant offers and other forms of entertainment. I hope that we will be able to offer some surprises in this area. A casino visit should be exciting and interesting, even for those who aren’t gambling. We want to be able to offer an extraordinary casino experience; Casino Cosmopol should be the leisure venue of choice for all those with an interest in gambling, whether they are hospitality guests, tourists, frequent visitors or experienced casino players. Sweden has one of the most advanced and highly regarded gaming markets in the world. Are there any changes to the new laws you think could have been included that were not included? I think Finland has an interesting concept in “Feel Vegas”, i.e. small well regulated “mini casinos” for easy access to legal gaming, operated by the state in a sustainable and responsible manner.
Mainfloor Malmö
So, from 1 January 2019, you fully expect Cosmopol to compete very effectively in the new Swedish gaming market? Given that we are only at four locations nationwide and the fact that you can play at an online casino from
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Main Floor Stockholm
pretty much anywhere you find yourself, the internet will provide stiff competition. That’s been the case for a long time now. However, I hope and believe that advertising will be considerably curtailed and that we will be able to present our unique sales proposition – namely, the physical meeting with our guests and our work with Creating Memories. Creating Memories is our proprietary service concept, influenced by Caesar’s Palace in Las Vegas, Disney, various hotels and, not least, best practice obtained from our own highly experienced staff. This is something that no
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internet casino can come close to. This is a field in which we must strive to be even better; to create even more memorable experiences for our guests. Do you see changes happening to Cosmopol’s gaming and product mix going forward? We are constantly looking for fresh, exciting and entertaining games; we have recently introduced Craps and Baccarat Squeeze. We have also developed our casinos by installing the very latest slot machines. It is our hope that,
Casino Cosmopol Stockholm
Certainly, the casinos of Europe are in a constant state of flux. Just to mention a couple of sources of inspiration: The French casino group JOA has a fresh and modern design that among other things is attractive to new customers. The casino clubs of London have wonderful F&B offers for their valued guests, and Casino Monte Carlo SBM has shown that it is possible to innovate to remain a
through innovation, game developers and suppliers will be able to help us to renew our gaming floors in future for the benefit of our guests. The mix is unlikely to change, although there are always new and exciting games to trial in our casinos, while others don’t stand the test of time. However, it is important that we have the courage to regularly try new products. Do you see changes in other markets guiding and inspiring the Swedish market, and the actions of Cosmopol?
relevant and exciting casino. Developments in southern Europe, with Las Vegas style Integrated Casino Resorts – a new phenomenon in Europe – will be interesting to follow, including Melco’s City of Dreams Mediterranean on Cyprus and Hard Rock’s project in Tarragona, Spain. Casino Cosmopol is always open to learning from colleagues and companies around the world. Our trademark will continue to represent sustainability, responsibility and trust and, of course, great fun and excitement even in the new Swedish market. These are exciting times indeed for Casino Cosmopol, Swedish gaming, and the entire European gaming market. You’re both CEO of Cosmopol and Chairman of the European Casino Association. How does that work? It works well. Naturally, both roles are time consuming but it’s worth it. Being the chairman of ECA , I make many
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contacts that are useful both to Casino Cosmopol and me personally. I’ve learnt a great deal and I’m able to have an influence on the industry; for example, I have driven the issue of gender diversity and I’m working to increase the number of women in senior management positions in the casino industry. I am also engaged in issues related to antimoney laundering, safety and security and responsible gambling, as well as various projects through which the ECA works to disseminate a fairer view of the industry than that propagated by the mass media. The ECA is in active dialogue with the EU institutions and is a member of the UN Global Compact initiative.
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In a future issue of Casino Life, we will discuss in more detail your role as Chairman of the ECA. One recent event which Casino Life had the privilege to attend was the ECA’s European Dealer Championships. Does that help raise the bar and show the quality of careers available in our casino industry? I think it’s a great way to shine a light on the incredible professional skills of Europe’s card dealers. It’s not an easy profession! It demands excellent mental arithmetic, split vision, a pleasant personality and an enjoyment of small talk with players, as well as enormous dexterity. And, of course, this is a successful method for the ECA to
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gain media and public attention for the competition and the profession. It constitutes an important part of the employer branding conducted by most European casinos. After all, in Sweden the casino business is still a relatively new phenomenon and, with the establishment of our
has always housed a restaurant, for example. Our Gothenburg building was once a custom’s house and is situated on the waterfront. At the beginning of the twentieth century, this was the very building that countless emigrating Swedes passed through before
company in 2001, an entirely new professional category was born – one of which not everyone in Sweden is yet aware. We are very attractive to foreign dealers. Over 40% of our staff come from an immigrant background.
embarking on the boats that took them first to Hull in England, and then onward to America. In 1918, Scandinavia’s largest premiere cinema, the Palladium, opened on Kungsgatan Street in Stockholm. It remained a cinema until 1987, when the building was remodelled to become a nightclub and conference centre, before we bought the property and renovated it. The building is celebrating its centenary this year.
Are there any other comments you would like to add? Yes, our casino buildings are each unique in their own way. In each city, we made great efforts to find buildings with a cultural history and we believe that we identified the right ones. Our Sundsvall casino is located in the old railway station – one of the few wooden buildings to survive the great fire of 1888, which destroyed the greater part of the city. In Malmö, we are situated in a very beautiful building commissioned by King Oscar II and initially the pavilion of a park built so that the people of Malmö would have somewhere to amuse themselves. Over the years, the pavilion has been extended to its current size. The building
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One final question: What has kept you in the business for so long, more than 16 years now? I usually say that there are some who can truly be called casino people, and anyone who has worked in the industry for any length of time will know what I mean. I thrive in this particular service industry; I enjoy spending time with the guests, I understand them and I also love working with my management team and staff. Casino life is great!
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Hard Rock hits the big time The Seminole Tribe’s gaming and entertainment arm flexes its muscles from Atlantic City to Japan. By David McKee
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I
t’s early going yet but, by all indications, Hard Rock International has come up trumps in Atlantic City.
That has a double meaning. Not only is Hard Rock Atlantic City playing a winning hand in its first months of operation, it has made a success of what used to be failing Trump Taj Mahal. This entailed a $500 million commitment on Hard Rock’s part, redoing the property from the minarets on the roof to the plumbing in the hotel rooms. Nothing was too small for Hard Rock’s attention. “Our first goal was to make sure that,” CEO Jim Allen explains, “when you arrive at the property, that there is no ties back to the previous ownership scheme … and I think we did a good job there.” Now, fitted out with customary Hard Rock musical souvenirs and boasting live entertainment every night in at least one of two musical venues (one of them newly built), the casino is also making its presence felt at the slot machines and table games. Grossing over $1 million a day, Hard Rock came out of the blocks strong and just missed the second-place spot in its first full month of operation.
Hard Rock International CEO Allen notes that his new pleasure palace was “just a couple hundred thousand dollars off the [second-place] Tropicana. We held extremely poorly and I think if we would have held anywhere near our normal hold percentage would have been clearly in second. So to get to be second in the market in our first month of operation is something we’re encouraged with.” Hard Rock obtained the physical asset from Carl Icahn for a bargain-basement $50 million and proceeded to reinvest a half-billion dollars into the physical plant. That constituted a huge and much-needed vote of confidence in Atlantic City. “We believe the market still has a lot of opportunity. It’s still the second-largest gaming market in the United States,” says Allen. He adds the new Gov. Phil Murphy and new Atlantic City Mayor Frank Gilliam have been “a pleasure” to work with, as has been the Casino Reinvestment Development Authority and former Gov. Chris Christie. Just up the Boardwalk, Hard Rock is getting additional rivalry from Ocean Resort, which opened the same late-
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June day as Hard Rock. Though it has not been performing as spectacularly as the music-themed casino, Ocean Resort is another property that demonstrates the importance of an impressively designed property to achieving success. Formerly the failed Revel, it joins some casinos that have had near-death experiences as the market waits to see how the addition of two megaresorts affects the viability of the Atlantic City area. Although the Hard Rock has been one of the strongest — if not the very strongest — imprimaturs in gaming, the company stays firmly on message that it is an entertainment firm. Thus, the importance of having — and emphasizing — 300-plus events in Year One, with something to cater to almost any taste. “As far as how the property is being received by the general public it’s nothing short of amazing. We’ve had over 28 million [socialmedia] impressions, the hotel has just been packed, our entertainment events — whether it’s something familyfriendly like a concert with Kelly Clarkson or country acts, rock ’n roll acts, Sugar Factory, obviously the world-famous Hard Rock Café — everything is exceeding expectations,” Allen reports. While MGM Resorts International’s Borgata is unlikely to be surpassed anytime soon — it grosses over twice what Hard Rock and Tropicana do — Hard Rock is sitting pretty
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for a newcomer to the market while Ocean Resort slipped quickly into last place. As Allen understates, “We try to position the property as an entertainment destination and that certainly has been working very well for us.” He’s also got irons in the fires in many other markets, even if Atlantic City has been grabbing the lion’s share of the headlines. In conjunction with the power behind the Hard Rock throne, Florida’s Seminole Tribe, the company has been dramatically redoing two of its signature Sunshine State properties. The company has committed $1.5 billion to a massive expansion of Hard Rock Hollywood, which is already iconic thanks to the in-progress 638-room hotel tower … in the shape of the body of a guitar. “Hard Rock locations are known on a global basis for some kind of a guitar element,” Allen says, “whether it’s part of the façade, or whether it’s part of the design itself. In this particular case, it’s just playing off that 40-year history.” Hard Rock also promises thirty percent more gambling capacity (including 3,000 new slot machines, 193 new table games and a 46-seat poker room), a staggering 30 additional restaurants, bars, and lounges, a new entertainment venue, a full-service spa and a three-pool aquacade. The top beam of the hotel bears the signatures of Seminole tribesmen from Brighton, Immokalee, Big Cypress and Hollywood. New convention space will also
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characterize the revamped casino, whose dramatically refashioned look will debut in autumn 2019. Not to be overlooked, Hard Rock Tampa is slated for a massive casino overhaul, including 5,000 new slot machines and 200 table games. The tribe emphasizes the economic engine that the project will be: “In Tampa, the Tribe’s economic investment means there will be close to an additional 1,000 part-time and full-time jobs [the casino already employs 3,500 souls], which are in addition to the over 2,000 construction jobs on-site during the two-year building project. Economic analysts point to another 1,022 indirect permanent jobs generated by the casino expansion, plus another 2,268 indirect construction jobs, for a grand total of more than 6,000 additional jobs.”
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In concrete (and steel) terms, this means adding a 15-story, 564-room hotel tower, with private elevators to “rock star suites.” As in Hollywood, there will be three “ultra-lavish” pools, covering an area the size of a football gridiron and featuring a dedicated restaurant. The existing spa will be replaced with one more luxurious, existing restaurants will be refreshed, and a new, Italian one will be added. The cherry on the icing will be a 30,000-squarefoot concert venue on the second floor. Like other tribes that are looking to Las Vegas for inspiration, Hard Rock has hired Vegas-based Klai Juba Wald Architects to design both the exterior and some of the interiors. In one eyebrow-raising transaction, the consortium owning Hard Rock Rocksino sold it to MGM Growth
Properties, even though it is the highest-grossing casino — despite a complete absence of table games — in the state of Ohio. But the Hard Rock brand won’t be going away. Explains Allen, “We were a minority [investor] but we entered into a relationship with the new owner. It’s still branded Hard Rock and we are still managing that facility.” Allen also kicked the tires of the Cyprus market before withdrawing from a partnership with Melco Resorts & Entertainment. Allen is somewhat mysterious as to the reasoning. “It was part of a relationship which we enjoyed with Lawrence Ho,” he says circumspectly. “There are certain things in Cyprus and Macao that both parties wanted to revisit.” But if Cyprus was Out, Japan is definitely In. Casino
operators are storming the Land of the Rising Sun in droves and Hard Rock is no exception. But, Allen notes, it’s a nascent process. “I don’t think Hard Rock or any company can be confident at this point because the actual process of an application to be considered hasn’t even started,” he says, declining to comment on how much Hard Rock would be willing to spend in Japan. (MGM has committed $10 billion, sight unseen, Melco even more.) As for his new, Atlantic City showcase, Allen doesn’t have to worry about making a return on investment. The renovation was paid for entirely out of free cash flow, not a penny of debt. That, concludes the CEO, is “an indication of the strength of the Hard Rock organization and the Seminole Tribe.” Strong indeed.
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Executive Connections Damien Connelly chats to Marie Maher Founder Recruiting by Marie Maher and Peter White Partner Global Business Development, about how their Executive Search Firm is helping companies to grow strategically within the fast-paced Leisure Gaming Industry Marie Maher, could we commence with a brief history of the company and your experience prior to setting up the organization? MM: Of course, with pleasure. I feel my business career has led me directly toward my current activities as president and owner of Marie J. Maher Consulting & Recruiting, an international executive-search firm. My postgraduate degree is a Ph.D. in Business Administration with a specialty in Organizational Development. My work experience includes being the CEO of four companies working in international economic development, and being a professor for six universities. About 20 years ago, I entered the casino industry in the field of organizational development and enjoyed it tremendously from the first day. As a result of client requests, I began my recruiting firm. A solid understanding of business, combined with a depth of knowledge in the industry, provides me, I believe, with a sharp eye toward executive talent. Marie Maher Founder Recruitment by Marie Maher
What sectors do you specialise in recruiting for? MM: We focus upon the industries of casino gaming and hospitality, including lodging, resorts, dining, and entertainment venues such as nightclubs, theme parks,
and amusement enterprises. In addition to Peter White, can you provide details on the other members of your team, involving their various skills and experience?
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Peter White, Partner Global Business Development
with his comprehensive depth of knowledge and understanding in gaming and hospitality. When I realized that the international market was driving me forward to global expansion, I wanted the most savvy person I could find to represent us around the world. Without doubt, Peter is that person. He has insight, great intelligence, and a depth of experience I feel is unmatched. He has a knowledge which can be gained only from first-hand interaction with industry decision makers. How do you assist operators in recruiting the right people for their organization? MM: My firm is focused upon really knowing our industries in depth. We do not simply go into the marketplace searching for people with similar job titles and recruit them. Instead, we strive to fill a specific niche with the strongest candidate. We will work with the property to understand what exactly is their need. Once we do so, we then engage meaningfully with potential candidates. I very much see our work as an external partnership with the Human Resources function of the client property in every way. We hold all confidence tightly and we strive to please and provide maximum satisfaction. What are the key aspects of Recruiting by Marie Maher that make it stand out from other executive search organizations?
MM: I have a remarkable team, deep in talent and experience. Ron Olshemski comes from a lengthy career in gaming floor management and understands from personal experience the skills needed in the fast-paced casino operation. Scott McKinlay is an award-winning Information technology professional. Cal Mukumoto has specific expertise in business turnarounds and strategic planning. He has served on the Boards of six tribal government entities and is chairman of the Parks & Recreation Commission for the State of Oregon in the United States. Shelia Kidd MBA is a college professor and handles special projects. One would easily conclude that you would have had the opportunity of bringing on-board to your organization many very well connected executives in the industry. So why Peter White? MM: Since I first met Peter, I have been impressed
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MM: Having run very large Human Resources departments myself, I know that a hiring manager does not simply need a stack of resumes. Instead, he or she needs the right candidates. I select each candidate carefully to ensure a probable good hiring fit for company and candidate. Also, my firm is based upon three deeply rooted values: professionalism, respect and genuine kindness. To me and to my team, each person is worthy of dignity, appreciation and respect. What assurances do you provide clients with regards to the standards of service your organization provides? MM: I have chosen to work on a contingency basis, hence no fee is ever charged unless a candidate is hired. Once they are hired, there is an extensive period of time during which either the candidate or the hiring employer can end the employment and I will replace the position with no additional fee.
You are located in the U.S. How international is Recruiting by Marie Maher? MM: We are truly international, with over 45,000 qualified candidates in our deep database from every country in the world. We recruit for employers globally. From my small mountain cabin in southwestern United States, I travel the world everyday through the Internet, and meet fascinating and delightful business leaders daily. Peter has built up an extensive level of experience in the gaming industry over 18 years and chats here about his new role as partner at Recruiting by Marie Maher. PW: Over a period of nearly two decades I have established relationships with leading international casinos from Manila, Las Vegas and Macau to Monaco, London and Marrakech, at both management and CEO level. What has been the reaction from the industry to your new role? PW: I have been very impressed with the level of goodwill and positive reaction from the casino industry to this new role, which has been wonderful. Why this role, and why now? PW: Over the course of my 18-plus years in the casino industry, I have seen the challenges involved in
recruitment and feel that the time is right to use my knowledge, experience, and contacts to assist our industry. What experience do you bring to the role? PW: I have the experience of the leisure entertainment and gaming sector, and a good understanding of challenges of the roles they are looking to fill. What is your approach with clients? PW: A detailed conversation with clients right at the start of the process helps everyone to make sure they’re on the same page and all objectives are understood. I then develop with the client an appropriate plan to support their recruitment needs, which we swiftly put into action utilizing our very extensive industry contacts in the U.S., Europe and worldwide. What are your aims and ambitions with this new role? PW: Essentially, I see my role as more of a facilitator whom assists the casino operators I know in gaining the bestcaliber personnel for their resort and casino operations around the world. If your organization needs personnel in the casino and or hotel, restaurant or bar, please contact us and we will be only too glad to assist. Contact emails:- marie@mariejmaher.com & peterwhite@ mariejmaher.com
Looking for the best? Recruiting by Marie Maher Performing confidential and discreet executive searches, finding the best talent internationally for Casino Gaming, Lodging, Dining, and Entertainment venues. There is never a fee unless you hire. Costs are moderate and satisfaction is high Visit our website: www.recruitingbymariemaher.com Contact Dr. Marie Maher: marie@mariejmaher.com
M M J RECRUITING BY MARIE MAHER
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Join the conversation about Responsible Gambling Glyn Thomas talks to Tracy Damestani CEO National Casino Forum about the National cross-industry campaign promoting responsible gambling Can you explain what Responsible Gambling Week is? Responsible Gambling Week is an industry-wide event, taking place from November 1st- November 7th, when all five gambling sectors come together to trigger a national conversation about what it means to gamble responsibly. It is the second year of the event and the conversation will take place in venues throughout the UK and Ireland – Irish operators are taking part this year for the first time, which means the event will be bigger than in 2017. It gives staff the chance to interact with customers, talk informally about the subject and points anyone who might want more information or need help to the right place. But it is important that the conversation also takes place away from venues, through social media channels and in the wider media so that it involves occasional customers as well as regulars and their friends and families.
Tracy Damestani CEO National Casino Forum
What do you think is most significant about the event? The event is organised by The Industry Group For Responsible Gambling, which represents the trade bodies from each sector, and that means the entire industry is speaking with one voice and delivering the same message. That is significant because we know our regulator wants to see the different sectors collaborating more closely. What are the principal messages of the week? The title of the week is ‘Let’s Talk About Responsible Gambling’. The key objectives are to raise awareness of how to gamble responsibly and the tools available to help customers do this, and where to find more support if its is required. There are five key responsible gambling ‘behaviours’ highlighted: • Only spend what you can afford • Set your limits for time and money • Gambling is not the answer to any problem
• Gambling when angry or upset is not a good idea • Gambling shouldn’t interfere with your personal relationships But it is important the tone of the messaging is right. If it is too prescriptive, people stop listening so the language has to be informal and chatty – for example, ‘Just a heads up…it’s good to set yourself limits’ – rather than being too hectoring. Research shows that is particularly true of young adults and, within the casino industry, this is an area the Playing Safe team has looked at and is continuing to research.
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How are the UK’s casinos supporting Responsible Gambling Week? There was good support for the event in its inaugural year and I am sure all operators will get behind it even more enthusiastically this year. Last year, there were some imaginative initiatives at our casinos – for example, staff at one Genting casino held a charity bake off and another had a ‘Take a break, buy a cup cake’ event for charity,
to highlight the tools available for customers.
while Les Ambassadeurs displayed a huge banner outside the venue to draw maximum attention to Responsible Gambling Week. Casinos have high staffing levels, which means they have a direct relationship with their customers, and that means they are well placed to instigate conversations over tea or coffee. Operators will be displaying electronic rolling signs and prominent Responsible Gambling Week branding inside their venues, which will make the event a talking point and encourage customers to discuss it. But some customers may not want to have a conversation so in every casino there will be business cards, containing essential details about where to find help if you need it, and these can be picked up discreetly. The other important aspect of the event, which it is worth remembering, is that it is a great opportunity for operators to educate their staff about responsible gambling. It’s an opportunity to refresh staff training and
National Casino Forum has been working for several years with Focal Research, a Canadian company, to develop an algorithm that identifies risky patterns of machine play and this is currently being trialled. Several potential ways of encouraging customers to set limits are being explored. A research project will study customers’ attitudes to limit-setting and ask what barriers are currently preventing them from embracing it. Multi-operator trials will start later this year, using onmachine prompts to encourage customers to take breaks. Workshops will be held with casino staff to discuss ways of encouraging the wider adoption of limit-setting. More than 10,000 people have enrolled on the sector’s self-exclusion scheme SENSE since its launch in 2015 and the first detailed evaluation of the scheme has been conducted by independent academics on the Playing Safe team. Forty-four per cent of customers remain excluded and had not returned to casino gambling two years after
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What other responsible gambling initiatives are casinos involved in? The casino sector’s commitment to responsible gambling is all-year round and has been embedded in the industry since the launch of Playing Safe in 2013. Several longterm projects are currently under way. For example, the
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enrolling on the scheme. Effectively, they seem to have stopped gambling in UK casinos completely. Will the NCF be supporting Responsible Gambling Week through its own channels? Yes, we will be posting content through all our social channels, Twitter, Facebook and Instagram, and on our website www.nationalcasinoforum.co.uk
but we will also be directing our followers to www. responsiblegamblingweek.org where you can find all the information about the event and to @RGWeek18. It would be great to see everyone involved in the industry joining in the conversation, sharing content and retweeting information at #RGWeek18
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Is there enough reality-based education taking place on the topic of casino operations? A work in progress at both universities and in-house on property
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y commentary this issue is about casino education both in academic institutions and on a casino property. I have worked in both environments, as a casino operations executive and university instructor in the U.S. I will state that the topic of casino education is a work in progress in both academia as well as in most company in-house programs. I am going beyond the “smiley buttons,� worn by employees and scripted generic comments
Robert Ambrose
given to employees for customer interactions.
Educating vs. Training for your Employees: It is all about the content‌ I have always preferred to use the term education instead of training; because in educating employees, they receive a learning experience for extended long term growth. Simply providing a training experience for an employee, will provide skill sets to accomplish shortterm goals. Such as: skill sets to complete a particular task or to blindly memorize and recite a series of scripted customer service interactions, with little or no definition to support them. There is no path for long term development
with this approach. On campus, where there is a mix of both career academics and current or former industry people engaged in the instructional applications as well as research in industry, it works! However, applying only one model
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does not work. The academic instructors in the casino curriculum must be in collaboration with industry people, creating a more well-rounded and informed student, and future gaming industry, employee. On property, the perfect “in-house” ideology should be a community of employees working in an environment where internal educational programs are the norm. They are company programs based on a curriculum that is specific to that brand. You will not find this at the university level unless a partnership develops between the local academic institution(s) and a casino company. Why partner? This serves a few purposes. For the company it brings a structure of academic learning principals to the company human resource training/ educational model. Academia benefits because it takes the sometimes-sterile environment of an unrealistic or outdated curriculum into the casino/hospitality real-time environment. And it also doesn’t hurt some of the (nonindustry) career academics that instruct the topic and may need an opportunity to broaden and refresh their skill sets. Today in the casino industry there is a variety of other non-gaming hospitality property amenities that are a collective part of a company’s presentation. Collectively they come together as one brand for the customer, as the total property experience. Within the property experience, there should be teams of educated employees bringing the brand identity together, creating a single experience for those customers.
Where are property Executives in this educational mix? The property leadership is composed of a group of professionals that collectively present a unique diverse combination of “best-practice” experiences. And they should be willing to share it in a collaborative way with academic professionals and employees; to produce an effective educational program. Learning from “Best Practice” Concepts… Executives are key team members and play an active role in providing leadership and guidance through the employee educational process. Team building requires a special mix of management talent. A commitment by property leaders to support on-going educational programs that encourage development and keep all employees at a consistent level of knowledge, must be part of the operational model. That includes that partnership with local educational institutions I mentioned earlier.
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Building the Team through Education: How does a company bring their brand philosophy to the learning environment? It happens through “consistent” employee education programs with a curriculum defining the companies guest service model and employee empowerment initiatives. The concept is twofold: Team building relies on a mix of educated talented leaders that coach and lead diverse, multi-generational and multi-cultural groups of employees reflecting the property brand. First, the company needs to be willing to accept a learning model that may be different from what they have known. Second, they need to seek ways to effectively apply it. This is where the academic community can help. The academic model for hospitality and gaming education must be part of the company employee educational philosophy. The future is now. What takes place in the educational environment will impact how successful employment placement will proceed. Studies have shown that employees will remain with their company longer when the company is more likely to offer empowering educational opportunities. A great employee (that includes management) of casino/hospitality operations is always a student of the industry and the property that employs them. They should be continually learning and adapting to new casino games, events, upgraded technology and are aware of all marketing programs. And refresher moments in customer service, along with incentives, should be part of this program. Competent, trained and educated employees must be at the core of any operation. The technological tools designed for the industry, combined with a consistent, company supported guest educational/ training program(s), provides for a positive guest service experience. Bringing a customer to the door once is easy. It is employees, applying the right, consistent customer experience during that visit, that will make the guest decide to return. The Customer is the final word as to whether the casino operation has delivered the experience. The delivery process starts with the correct educational model. Robert Ambrose, Consultant & Adjunct Casino Instructor Fairleigh Dickinson University
Kate Chambers Managing Director Clarion Gaming
Be our guest at ICE Africa
Glyn Thomas chats to Kate Chambers, Managing Director, Clarion Gaming, ahead of ICE Africa 2018 Is this the most ambitious new event Clarion Gaming have embarked on to date? I’ve gone on record describing my response to ICE Africa as being exhilarating and nerve wracking in equal measure and I stand by that description some six months forward – although my nerves are probably a little less frayed!
You have to recognise that this is the first time that we have taken the ICE brand out of the UK. In fact, it’s the first time it’s travelled outside London! We have made a huge investment – emotional as well as financial – in nurturing ICE to become what many people believe to be the world’s most popular event brand in gaming, and
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John Kamara, Event Ambassador ICE Africa
as a consequence you could argue that we are taking something of a risk. However, I would describe it as a calculated risk and one that, firstly, is worth taking and, secondly, that our stakeholders have asked us to pursue. We won’t do anything unless we have the support of the industry that we serve, and delivering a professional, world class business event for Africa is of great importance to a large number of our customers. As I said earlier, the opportunity is as vast as the continent itself. Africa is home to 52 nations and has a combined population of 1.6 billion people, 68% of whom are under the age of 27. Furthermore, Africa’s population is the fastest growing in the world and is expected to increase by roughly 50% over the next 18 years. With Africa accounting for nearly half of global population growth over the next two decades, there’s no doubt these demographics represent an opportunity for switched on gaming brands in partnership with progressive governments to develop sustainable gaming economies, many linked to tourism. With Africa already recognised as a hugely important emergent market and data from the World Growth Bank sign posting even more growth ahead, the potential for the industry is immense. As our creative states: ‘It’s time’. What areas of the gaming industry are represented at ICE Africa? ICE Africa is an event where the industry can network, educate and grow in a strategic and sustainable manner, covering all sectors: betting; bingo; casino; lottery; mobile; online; payments; social; sports betting, and street. The two-day event comprises a product and services showcase, co-located ICE VOX style conference programme and world class training and staff development modules. In addition to the sector representation within the conference, the entire spectrum of the gaming industry will be present
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courtesy of ICE Africa’s targeted audience of gaming influencers, which includes suppliers, operators and regulators, operators with both online and land based gaming portfolios and international online operators looking for new markets, as well as key vendors, including content, technology, payment solutions and legal services. What has been the reaction by the industry to this new venture? We’ve been really encouraged by the response from all sectors of the industry based in Africa and beyond. The official launch took place at a reception on the opening day of ICE London and attracted over 300 gaming industry professionals and media. Even then, the energy, enthusiasm and commitment to make what was an embryonic event a success was palpable. The industry views ICE Africa as a vehicle to bring the different aspects of the industry together and for operators to expose large numbers of their employees to what constitutes best practice in the industry, in particular courtesy of the Totally Gaming Academy courses that are being run. I am immensely grateful to the many individuals and organisations that have helped us, guided us and encouraged us, but I would especially like to highlight the support and insight provided by John Kamara, who is Event Ambassador for ICE Africa, and to Roy Bannister, Publisher, Gaming for Africa Magazine – their help has been invaluable. Pre-registration is always a good indicator. How is that performing ahead of the show? Pre-registration is certainly ahead of where we wanted to be at this stage of the marketing campaign, although one of the difficulties has been actually establishing a figure from which we can benchmark. We know from our own experience launching events such as Juegos Miami, Sports Betting USA and the recent iGB Live!, which was an amalgamation of a number of brands, that events develop at different speeds. While we are bringing the ICE brand to Africa, it’s important to recognise that it won’t be of the scale of ICE London, which has taken decades and decades to get to the point where it is now the biggest gaming expo anywhere in the world. What visitors will experience is the same level of dedication, commitment, professionalism and insight that’s propelled ICE London to where it is today. Exhibitors and Sponsors are vital to the success of such
events. How are the sales of booths and sponsorship? The response has been exceptional. At the time of writing, which is 60 days ahead of opening, ICE Africa has over 55 exhibitors and is 74 percent sold, which is excellent for what is essentially a launch event. It’s not just the headline figure that we are pleased with, the mix and balance of exhibitors is also very positive encompassing established names such as Merkur Gaming, Aruze Gaming, umAfrika, Betgenius and Betradar as well as organisations that might not be as well known in the industry. Over recent years there has been a massive increase in the amount of conferences and exhibitions in the gaming sector. The industry is growing so there is capacity but with all these new events what are the key aspects of ICE Africa which single it out from a whole host of new events, as to why delegates should attend and companies that are constantly contacted by event organisers should exhibit and or sponsor ICE Africa? The Clarion Gaming strategy is to provide a global solution for what is a global industry. What that means in practice is to deliver professional, expertly run events in the right locations and at the right time of the year. Furthermore, we will only operate where the industry wants us to: that’s how we have come to launch ICE Sports Betting USA which is transitioning into ICE North America in 2019, it’s how Juegos Miami came about and it’s how ICE Africa has progressed from an idea to reality. But this isn’t a case of simply adding more events to the calendar – far from it. In all of the discussions and research we’ve undertaken with the industry, the feedback has highlighted the need for quality business events; so with iGB Live!, which launched in July, we brought together existing events under one roof resulting in a date freed on the events calendar. Similarly, ICE North America, which launches May 2019, will incorporate GiGse. The industry wants well run events, held in key markets that they can rely on to deliver the best possible business opportunities. How representative and authentic will ICE Africa be to Africans attending – can visitors expect to see a strong representation of speakers from Africa? As our Event Ambassador, John Kamara, stated, the key objective is to showcase ICE Africa as the go-to event which will help develop and bridge the gap between Africa and the rest of the world in terms of gaming. Having said that, the event’s extensive learning agenda and networking opportunities will, of course, feature a strong representation of operators, regulators and key figures from the continent. The level of support from both international and African regulators, as well as key figures from across the gaming and commercial spectrum, means ICE Africa will be an unmissable event for anyone
interested in doing business in the region. ICE Africa will feature three unique streams - advanceAFRICA, microscopeAFRICA and networkAFRICA - which will provide platforms for Africans, and those interested in doing business in the region, to work with high-profile regulators and thought leaders to discuss how the African market can be shaped to allow for the sustainable growth of the industry. These streams will feature representatives from Botswana, Ghana, Malawi, Mozambique, Nigeria, Rwanda, South Africa and Uganda, as well as international gaming and commercial professionals, who will all be on hand to provide their insight and guidance. This is a new region for many companies in both online and land-based operations and manufacture and supply plus capital investment organisations, so those attending will have strong expectations that our conference will provide a very extensive and broad reaching coverage of the industry as well as insight into the African Gaming market. We’ve worked diligently with our stakeholders to ensure ICE Africa delivers on the specific needs of the region. This isn’t simply a case of taking the ICE London template brand and applying it to Africa. Everything has been designed specifically to showcase and support the industry in Africa by providing a bespoke, nuanced platform for regulators, operators and suppliers to meet, network and explore the finer details of how gaming can develop in a strategic and sustainable manner. It’s important for progressive gaming economies to have a professional showcase as well as a place to network, meet and help shape the future with a broad spectrum of interested parties from non-gaming sectors. ICE Africa has been created to fill that role. What are the ultimate aims and ambitions for the ICE Africa exhibition and conference event for the company and the industry long term? Events are judged on their ability to meet the needs of the markets they set out to serve and, ultimately, they can only be successful if they have the support of the industry. We know that we have to earn the support of our stakeholders and customers, a process which means upholding the highest possible standards in everything we do, bringing creativity and a ‘do different’ philosophy to the event and, wherever possible, exceeding customer expectations. Make no mistake, this is very much a long term commitment for us. For more information on the first ICE Africa and to register, visit the ICE Africa website: www.iceafrica.za.com ICE Africa 2018: 24-25 October, Sandton Convention Centre, South Africa
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Gaming Innovation on show at AGE 2018
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Review by Mark Driscoll
he Australasian Gaming Expo AGE is the world’s third largest hospitality and gaming tradeshow, and the largest event of its kind in the Southern Hemisphere. With technology and innovation being the key themes of this year’s event, a program of industry-led seminars covered gaming, hospitality and new technologies, whilst the jam-packed show floor was the chance for more than 8,600 industry visitors to connect with over 200 local and international exhibitors. Casino Life met with some of the exhibitors...
Nigel Turner, IGT Australia
CL: “Lots of action and glamour on your stand, Nigel. What’s key for IGT this year?” NT: “We’ve gone with a rising star theme this year. The past 12 months have seen significant investment in new technologies backed with local innovation, to help drive sustained performance, so we’re really excited to unveil a new galaxy of entertainment for 2018 and there’s also the chance to win a trip for two to the home of the stars Hollywood!”
CL: “Tell us more about your 2018 line-up” NT: “We’ve got a really stellar line-up, with three new games across a range of cabinets - Star Stax, Fortune Gong and Wheel Shot. Star Stax launched in Australia just last week and is already performing at 3x industry average” CL: “What else is new?” NT: “We’ve revealed the latest evolution of the popular CrystalDual-i cabinet, with a 27” hammerhead curve, whilst our World Showcase area has been the opportunity for local visitors to experience first-hand our skill-based, 3D and 4D formats, available in overseas markets.
Quyen Pham,
Sales Director, Interblock Gaming CL: “Tell me about your line-up at AGE 2018” QP: “We’re displaying our new StarBar – a clever solution to keep players gaming when they head to the bar for refreshment! They’re unique to Interblock in the Australian market and receiving a tremendous visitor response. We’re also showing our MiniStar roulette – fully automated with
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real moving wheel and spinning ball and more immersive player experience with music and chasing LED lights” CL: “What else is on display?” QP: “Our Diamond PS 27” cabinet and gaming screen loaded with video baccarat, video blackjack and video roulette for multi-gaming, multi-player solutions. We’re also showing a 3 players video blackjack with a virtual dealer for a fast paced yet comfortable classic table games experience. In addition to the classic table games on display, we’re showing the latest addition to our game library with Bingo and Keno enhancing a greater social and communal gaming experience.” CL: “How is business generally with the ANZ market for you?” QP: The market has many of its commercial and regulatory challenges on both sides of the industry. The last 12 months has seen us overcome many challenges and we are grateful for the continued support from our friends in the industry. We are looking forward to offering more games and products as we continue to cement our foot print in this region.
Cameron Louis,
Managing Director, Aruze Gaming Australia CL: “Tell me what’s new at Aruze?” CamL: “We’re showing the Ancient Realm suite of 4 games which was released in New South Wales in March, and in
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Queensland in July – it’s been a great success for those who have these in their installations. We’ve also got Blissful Paradise which was also released just prior to the AGE, with early figures showing that this has again raised the benchmark. CL: “And what else is in store for Australia in 2018?” CamL: “Our 2018 roadmap really has plenty of new games still to come such as Supreme Dragon, Supreme Dragon Boost and the Cha Ching suite of 4 games. There’s also a NEW version of the ever-popular Cannonball games and all these games continue to make use of our Topper to amplify the excitement of our games throughout the gaming floors. Our new Express Video Roulette will launch imminently in NSW with fast game speeds, allowing more plays for the players, and additional betting options. But we’ve retained the Strategy Betting screen due to the success of this in past Roulette options like Roulette Angels. CL: “How is business generally with the ANZ market for you?” CamL: “The ANZ market is booming for us. We are seeing great success from our game content with a very solid success rate and are supplying plenty of volume for our customers to choose from. We have a great working relationship with all Regulators and have no problems with getting our games to market in a timely manner. Growth from year to year is well over double and we can only see this growing again.”
Shelley Ryrie Marketing Manager, APAC SuzoHapp
Rejean “Reggie” Belliveau,
Global Sales & Marketing Director, Nanoptix CL: “What’s new for Suzohapp at AGE 2018?” SR: “We’re showing some of the latest innovations in cash handling technology, including our SCAN COIN desktop solutions, and our best-selling change machines Comestero Easy Pro and Twin Jolly Pro. We’re also excited to introduce our latest innovations to the Australian market, alongside our strategic partner Nanoptix.” CL: “Tell us more” RB: ”Nanoptix is a global provider of printing technologies for the gaming, lottery, kiosk, POS and amusement markets, based out of New Brunswick, Canada. Suzohapp became our Global distributor in January 2018, so this is our first time exhbiting at AGE and a perfect opportunity to show our range of PayCheck printing solutions and brand new 27” Touchscreen Kiosk, the world’s first kiosk terminal powered by a TITO printer. CL: “How’s the show been going?” NT: “It’s a perfect networking event and opportunity for us to show how our innovative approach supports and improves the gaming business in Australia” RB: “Yes, we’ve had a really good response so far – the journey here from Canada took over twenty-eight hours but it’s been worth it!”
A spokesperson from Scientific Games commented: CL: “Tell me what Scientific Games is showing this year” SG: “We’ve got our latest range of gaming and lottery products, which represent the most comprehensive offering available to Australian operators from a single supplier. We’re also highlighting our latest Electronic Table Games with larger HD screens showing the live game and statistics and our next generation player interfaces which enhance player experience and facilitate better customer service.” CL: “Tell us about your latest gaming releases ...” SG: ”Happy Chance has been designed uniquely for Australian players and is headlining new games for the DUALOS™ cabinet. It launches with two titles Happy Chance Cat and Happy Chance Pig and is an exciting, new two-level Standalone Progressive series created by the team that brought us the phenomenally successful 88 Fortunes®, Duo Fu Duo Cai® and Jin Ji Bao Xi™. We’re also highlighting our recently debuted Cash Connection series and a new era for Vegas Star, which has been at the forefront of electronic terminal gaming for over a decade.”
CL: “What else is gaining strong visitor interest?” SG: “Our iVISTA™ 4 interface displays dynamic marketing animations and video with instant response through a state-of-the-art multi-touch display. iVISTA 4 offers an alternative to card-based gaming, allowing players to access their account through smart phones without any additional in-game hardware. Our Shufflink® system has also been extremely popular – it brings powerful analytic capabilities to the casino pit by combining real-time data collected from utility products including shufflers, chippers and related table peripherals with a suite of reporting tools, letting casinos gauge and improve the efficiency of their table games.
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Preview of G2E 2018 DR Gaming Technology • Cammegh • Apex • Novomatic • Zitro
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SPOTLIGHT Jurgen De Munck CEO, DR Gaming Technology
Retaining Player Loyalty Sofie Behan chats to DR Gaming Technology’s CEO, Jurgen De Munck regarding the Company’s plans for Global Gaming Expo 2018 How important is DR Gaming Technology™s attendance at G2E Las Vegas 2018 Our attendance at G2E Las Vegas is driven by the fact that as a global supplier, we believe that it, combined with G2E Asia (Macao), and ICE Totally Gaming London provides us with the best possible spread of global customers, across equally well spread times of the year. That said, we continue to spread our exposure elsewhere too, and again attended the Irish Gaming Show in March, Juegos Miami at the end of May, and the Peru Gaming Show in Lima in June. We have enjoyed significant success over the last 5 years in Europe and Africa, and more particularly Latin America, and the Caribbean, where over the last 12 months, in addition to our regional office in Lima, we have opened a further three offices in Mexico, Paraguay and Uruguay.
G2E Las Vegas provides the perfect location and event to showcase our products and entertain new and existing customers from the Americas. That’s a pretty swift expansion in 12 months, considering that your Lima office operated ‘alone’ in the greater region for just over 4 years It is indeed, and I think it talks volumes of our commitment to, and confidence in, the markets there. What I need to emphasise though is that whilst expansion is very exciting, we are constantly aware of the fact that we need to carefully manage the process in order to ensure that at all times we are able to adequately service our customers, the operators. The end-user for us as the system solutions service
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provider, and for the operator, is always the player. As a result, we need to be there to complete the ‘loop’ and provide operators with not only installation assistance, but also any support that they may require in order to provide the best possible player experience. That means not only, fast, simple and smooth installations, but also an ‘always available’ team of support staff and product specialists. We will not compromise our service levels ‘just’ for the sake of expansion, our reputation is far too valuable to us to let that happen. Speaking of products, what can visitors to this year’s show expect to see from DRGT™? My view remains that despite the fact that our customers are gaming operators, the end-user; the actual player, is ultimately who we both service. So, in keeping with our development mantra to always design solutions for operators that put their player first, we will be proudly showcasing two new customer-focused solutions that will not only make the player’s life easier, but also allow operators the ability to service their players better. Hot off the back of the launch of our drSelfRegistration raffle ticket and loyalty card solution, which provides a quick, simple and easy way to register players, and then provide them with a user-friendly and fast way to redeem raffle tickets at the push of a button, comes the launch of our drRoamingCashier. This application loads straight onto any android mobile phone and allows operators to enage and transact with players anywhere on their gaming floor, providing them with
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the exact same service offering as at the casino cash desk or cage, but from the comfort of their favourite slot machine or table game. Operators are able to provide players with the ability to ‘buy in’, ‘cash out’ and redeem hand pays and ticket vouchers all via drRoamingCashier, in so doing providing a quick, simple and user-friendly access and exit point to any gaming session. Furthermore, in order to provide an even quicker and easier way for operators to communicate with their players, our drMediaManager affords gaming and marketing managers a simple and easy to use tool to send direct advertising material to overhead displays like TVs, jackpot displays, and all player tracking devices and EGMs with onscreen functionality. It’s as simple as selecting the devices to which you’d like to send the communciation, defining who and where you’d like to send it to, scheduling the event, and then ‘attaching’ the relevant pieces of communication, whether it be an upcoming concert, raffle, drinks specials or bonus sessions, and ‘hitting enter’, it really is that easy. So drMediaManager caters for broader advertising collateral, so to speak. What about loyalty rewards and personalised offers? Consumers are becoming more and more demanding. What can you offer operators to assist them in putting their individual ‘players first’? You’re quite right, what we have seen, as a constant at many of the shows we have attended and exhibited at over the last 3 or 4 years, has been the ever-increasing awareness from operators of how important technology is becoming in understanding customers, and then using that technology;
whether that be customer data or through the provision of more user-friendly hardware, to drive revenue with bespoke targeted offers and rewards, and/or easy to use devices. I have mentioned in previous interviews that in my view setting up the customer loyalty and rewards programmes is the simple part, actually getting customers/players to join, maintaining the programmes relevance and integrity, and then using the data captured in the best way possible is the real challenge. Our drSelfRegistration for example, that I mentioned earlier, provides a quick, simple and easy way to register players, and then provide them with a user-friendly and fast way to redeem raffle tickets at the push of a button. Then in respect of using that player data, to reward each player in a relevant manner, we have expanded our marketing and promotions reports quite extensively, as well as our bonus rewards. The information and reports we provide offer operators a simple way to manage, track, classify and cluster players in any number of different ways, and then reward them accordingly; whether that be additional ‘time on device’, a simple ‘happy birthday’ message, or vouchers or draw tickets they can redeem at their EGM, should they operate our drScreen touchscreen technology, at a service desk in the casino, or via our drRoamingCashier. What sort of player rewards are you talking about? Well loyalty points have been around for a long time, and are not new to our industry, or the general entertainment sector, retail and consumer markets. What I’m referring to is the ability to offer varying point award increment percentages per loyalty tier based on player value; we are able to offer 8 tier options in our drPlayerTracking module, but also loyalty based promotions like additional player-specific cash rewards, points bonuses, and promotional credits. Our new Charge Bonus is a good example of this. The feature now comes standard, with any number of parameters that allows operators to reward players with free-play as they see fit. The simple and easy to use interface affords operators the ability to decide who gets rewarded with free-play, as well as how individual bonusses are issued, and then also provides the ability to select the way in which the free-play is redeemed, for example: only once the initial buy-in has been played, or perhaps only once the free-play has been played through 5 or 10 times, the options are literally limitless. What is key though is that the operator is afforded the opportunity to easily reward players, and as a result enhance their playing experience. Rewards and bonusses are all good and well, but as management thinker Peter Drucker said: “you can’t manage what you can’t measure.” Absolutely correct! Whilst the ability to provide players with a wide variety
of rewards outside of the standard slots or tables games themselves is novel and creates addded excitement for the player, reports will always be a key management tool for operators due to the simple fact that unless promotions and rewards successes are defined and tracked there is no way of knowing their value (or not). We all know that any gaming floor generates literally millions of pieces of data on a daily basis, and as such report structures need to be relevant and exceptional, rather than all encompassing. Our Promotions Overview report, I believe, is a good example of how we have managed to cluster specifically promotions data into an easy to read, single-view of all promotions, split across all reward options: cash, points, vouchers or free-play. The value in this is immense, and the ‘dashboard’ report provided by Promotions Overview really does give operators at a local, regional or Head Office level a simple quick and easy snapshot of what is presently being offered to players in terms of rewards, and the ability to then assess the value thereof to both themselves and their players. We’ve spoken quite a lot about players and their rewards, but management systems and jackpots is where it all started for DRGT™ 15 years ago, your core products will again surely be a significant part of your exhibition space? Yes, without a doubt! When Michiel (van Dam, CTO) and I founded the company in 2003, our vision was simple: to develop and deliver the best gaming technology that puts the player first; and that is exactly what we’ve done ever since. Despite our growth, which now sees us operating our jackpots and systems on in excess of 50,000 gaming devices across more than 50 countries, this focus has never waivered. Our teams of developers in Malta, Belgium, Austria and South Africa, work daily on ensuring that we continue to deliver state-of-the-art gaming management systems, tools, and jackpots, that are robust and easy-touse; and that always use the the latest technology, in order to reduce costs and ensure simple system installation and implementation. It’s a mouthful, I know, but its the backbone of our success, and I believe testament to the legacy we have started to create in the industry globally. With arguably the world’s largest current selection of jackpot configurations, (our biggest client operates our wide-area jackpot technology across 5,000 EGMs and over 100 locations), as well as our simple, fast and easy to learn BlackJack11s tables side-bet game, which by the way can now award double loyalty points to players through our tables management system, and the largest player tracking interface in the industry today (at 8.8’’ and a resolution of 1,280 x 320), I believe we are well placed, for the forseeable future, to remain the world’s fastest growing independent gaming systems and jackpot supplier.
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1st - 7th November 2018
Let’s talk about Responsible Gambling Responsible Gambling Week is a national, cross-industry awareness campaign promoting responsible gambling, led by the Industry Group for Responsible Gambling.
ResponsibleGamblingWeek.org @RGWeek18 #RGWeek18
SPOTLIGHT
A triple scoop of exquisitely crafted Cammegh products at G2E 2018
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ammegh, makers of the world’s finest roulette wheels, will once again be exhibiting at the G2E Las Vegas show in October, building on the company’s tremendous success in both the local Nevada market and with casinos right across North America. Recent installations into MGM Springfield in Massachusetts and Sands Bethlehem in Pennsylvania consolidate Cammegh’s US marketshare and build momentum heading into the Vegas exhibition. One of the most talked about products at the show is certain to be Cammegh’s Triple Zero Roulette, a product that’s already firmly established itself on the Las Vegas Strip. Having proven both successful and acceptable to the player profile in Vegas following its launch at the Venetian, properties including New York, New York, Excalibur, Luxor, The Park (formerly Monte-Carlo) and The Golden Nugget
have all embraced Triple Zero Roulette. “The success of Triple Zero Roulette isn’t unique to Las Vegas, as cruise ship operators in particular have also embraced the concept,” explains Andrew Cammegh. “However, the specific player profile on the Strip has proven that Triple Zero Roulette both drives new player engagement and increases house edge, which is the perfect winning formula.” Originally designed to appeal to new players by offering low table minimums, Triple Zero Roulette has proven such a runaway hit, increasing occupancy and demand to such a degree that Vegas operators are choosing to raise their minimums, with players seeing the third green pocket as yet another betting option. “We’ve been delighted by the acceptance of Triple Zero Roulette by US operators and look forward to bringing this diverse product to an even
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wider audience at the G2E show, booth 2026” stated Mr. Cammegh. In addition to the excitement surrounding Triple Zero Roulette, Cammegh will showcase its mould-breaking roulette product range, including the Slingshot2, Mercury 360 Roulette with Halo, RRS and Aurora wheels, plus the company’s ever expanding range of exclusive side bets. At the 2018 edition of the G2E Vegas show, Cammegh’s SpreadBet Roulette will be joined by SpreadBet BlackJack and the recently launched SpreadBet Baccarat, which proved widely popular during G2E’s Macau gaming show in the summer. Saving the best till last, Cammegh will have a product unveiling in Las Vegas as the company reveals its new MediaPro for the Billboard display system. This new content scheduler works seamlessly with Cammegh’s Billboard to allow operators to build media assets and drag-n-drop content into specific timelines. “MediaPro enables operators to take complete control of the Billboard for the scheduling of media content at the point of play,” described Mr. Cammegh. “Using a tablet device, operators can add media content and scrolling messages, set table minimums and maximums within specific timelines, schedule sports channel feeds, enter results and much more. We are excited to showcase the capabilities of MediaPro at G2E and extend a warm welcome to all our friends in the industry to call by booth 2026.”
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SPOTLIGHT
Right to Left: Christian Weissengruber, Kubilay Özer and Johannes Weissengruber from APEX gaming
Apex gaming to show how it is taking gaming to the next level at G2E Las Vegas
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PEX gaming will again be taking a major presence at the G2E Las Vegas show to showcase its ever-growing range of gaming solutions. Introduced only 18 months ago, the APEX PINNACLE PREMIUM JACKPOT ISLAND solutions have enjoyed excellent demand from operators around the world. In this short period of time, the APEX team has created eight different versions already. Visitors will be able to see the latest game specially created for this solution – Clover Link, a great addition to games such as Dragon Egg and Leonardo’s Code. The two
individual island versions are called the APEX PINNACLE PREMIUM L JACKPOT ISLAND and APEX PINNACLE PREMIUM XXL JACKPOT ISLAND. The L stands for the circular design with 4 slots; the XXL the oval design with two banks of four slots, thus 8 in total. Both are available with either the Pinnacle Premium Curved slots (1 monitor per slot – 43” screen) or the Pinnacle Premium SL slots (3 monitors per slot – each with a 27” screen). All have eye-catching, attention-seeking top and side lighting that makes the island stand out very much. New for the G2E Las Vegas is the introduction of the
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APEX PINNACLE PREMIUM XL JACKPOT ISLAND – for wallmounted assembly. This is available with four different slot types: the Pinnacle Black Series, the Pinnacle SL, the Pinnacle Premium SL and the Pinnacle Premium Curved. Each type is totally flexible – meaning it is modular and expandable. APEX makes to measurement – responding to individual customer requirements. “There are a great many reasons to explain why the APEX Jackpot Islands are in strong demand”, explained Kubilay Özer, Global Sales Director at APEX gaming. “The linked jackpot can be won in 16 different ways, making it exciting for all types of players, including the high rollers. The design with large top and side screen displays are a great way to portray the game. They can alternatively even be used for specific customer advertising, opening a new way to target customers. The fantastic sound heightens the player experience.” There will be plenty more solutions on the APEX stand to see. Come and see the individual slot machines from the Pinnacle family. The APS – the APEX PLAYER STATION – is the automated roulette from APEX that is available as a complete unit or with separate terminals (that is expandable and modular). Both offer further table games (Baccarat, Sic-Bo, Black Jack, Bingo) and can be linked to
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up to four roulette wheels (live and/or electronic). Always focusing on looking to bring new ideas, new value-adding innovations to the market, the iDROP has become the standard for ticket and cash management at live gaming tables. Now players can buy chips directly at the table – they no longer need to go to the cage to do this. Croupiers simply place the bills and tickets into the unit and the iDROP does the rest. All are counted, validated and securely stored. The casino manager has a clear, real-time overview of the iDROP contents. The iDROPs is the latest addition to the family. It can manage 250 bills (and tickets) at one time at a validation rate of 6 per second, making it ideal when players wage a large number of bills. The iDROPe will also be shown. Further solutions on display include the Shuffle King 6 that can automatically shuffle up to six different decks of cards – an excellent solution in this market segment with its continuous shuffling ability. Live gaming tables and accessories round off the product display. The APEX team alongside local partner Apogee Gaming send out a warm welcome to come and see them between 9th and 11th October at the G2E Las Vegas, stand # 3359.
SPOTLIGHT
NOVOMATIC presents Winning Technology for US markets at G2E
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n extensive NOVOMATIC product range that features brand new games and game mixes, a series of advanced cabinets, progressive jackpots, ETGs, sports betting and system solutions, and online gaming developments will be on full display for the US and surrounding markets on Booth #1259 at G2E 2018. Commercial and tribal gaming operators will be able to explore the wideranging product suite on offer and understand just how
NOVOMATIC’s award-winning technology can boost their operations. The NOVOSTAR® V.I.P. 3.50 cabinet with Python Chair delivers the next level of player immersion and will present a new IP title for casino markets – MacGyver™. Based on the iconic TV show of the 80s, players join Richard Dean Anderson and the lead cast on an explosive adventure as they use paper clips, duct tape and chewing gum to collect prizes and unlock progressive jackpots. Returning to G2E
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will be From Dusk Till Dawn™ – and both IP titles will also be presented in a compact style on the V.I.P. Lounge™ 2.32 cabinet. Spearheaded by the PANTHERA™ 2.27 twin screen cabinet, and the PANTHERA™ 1.43 and V.I.P. Lounge™ 1.43 that feature curved screen 4K displays, various cabinet series for all-sized venues will showcase a selection of new single games – featuring Dragon Hits™, Prize of the Nile™, Prized Panda™, Princesses of War™, Riches Ahoy!™ and Great American Wilds™ – from the NOVOMATIC Americas Mount Prospect studio and the Winfinity Games and 707 Games studios in Austria. The Enchanted Fortunes Linked Jackpot™ will show progressive themes from the Fortunes series, new Otium bingo games will be on display, and leading multi-game mixes will be presented – with new mixes for Illinois and Pennsylvania VGT markets, and a newly designed mix targeting Latin America. Electronic Table Games based on the internationally renowned NOVO LINE Novo Unity™ II platform have been growing their US footprint, and at G2E, automated, virtual and live versions of
sports betting. Another designated area for systems will display the scalable and modular Octavian myACP casino management system. Greentube online content will feature in the NOVOMATIC Interactive area with titles such as Almighty Reels™ - Realm of Poseidon, Jaguar Moon™, Steinhaus™ and Asian Diamonds™ being some of the many highlights. Online versions of NOVOMATIC slots popular in the US land-based market – featuring From Dusk Till Dawn™ and the Tales of Darkness™ series with Lunar Eclipse, Full Moon and Break of Dawn themes – will demonstrate an exciting range of omni-channel offerings. Sharing the booth with Ainsworth Game Technology, majority owned by NOVOMATIC, the portfolio will include the company’s Class III, Class II, Washington State and Historical Horse Racing product lines. On show will be a selection of new standalone and linked games, new titles on the A640 cabinets, online gaming content, the upgraded EVO cabinet that makes its North American trade show debut, and new linked progressive brands – including the brand new PAC-
popular table games will be presented with two automated roulette wheels and a live Baccarat table to demonstrate variations of the powerful system. Adding to the popular Cammegh Spread-Bet Roulette, new Black Jack and Baccarat Spread-Bet side bets make their debut at the show and prominent signage from NOVOMATIC Media Technologies will round-off this year’s ETG display. Recognising a large-scale opportunity in sports betting has proved fruitful as the US sports betting market is now open for business. NOVOMATIC has teamed up with Sportradar to co-develop an innovative line of sports betting products and services that will be demonstrated on a special area of the NOVOMATIC booth dedicated to
MAN™ Link series. Rick Meitzler, CEO NOVOMATIC Americas, said: “The player entertainment experience is most important and good content is king. With new titles, innovative progressive product lines and electronic table game solutions it’s going to be a fantastic show for us. What is most exciting as we are preparing for G2E 2018 is the amount of titles and cabinets that we have in the pipeline for 2019. This will be a breakout year for us in the VGT market as well, with the planned launch of our Octavian myACP system and new game suites for both Illinois and Pennsylvania. Look out for us at G2E – we have the right team and I’m excited to show off our great product selection.”
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SPOTLIGHT
Zitro is on a roll and ready to rock in Las Vegas
“W
e have never been so excited”, said Johnny Viveiros Ortiz, Founder of Zitro. And the facts clearly justify his emotions, as since the beginning of this year, Zitro has successfully expanded into more markets and launched more products than ever before. “We started expanding in Latin America,
launching outstanding products such as the Power Bingo Link, and the now tremendously popular progressive bank multigame video slot with panoramic sign, Link King. We’re also quickly deploying our product range all over Europe, and we now have our eyes set on Asia”, he explained.
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Power Bingo Link and Link King are just examples of the fast-growing product portfolio of video bingo and video slot games. “At G2E, we will be world-wide debuting our brand new games, as well as showcasing all our successful products. Our booth will certainly be one of the major highlights at the show” he affirmed. Within the BRYKE Video Slot product range, the company will exhibit the standalone multigame line, including the recently launched Spin Hit which features nine hot new games that are designed to offer the experience of a traditional slot game, together with players’ favorite Hot Deal set and the award-winning Pick & Win packages. Added to the standalone multigames is the Smart Spins collection, featuring the first multigame package that includes new and exciting functionalities such as 4x5 Reels, sticky wilds, and tons of multipliers, packed into six innovative game with a re-designed interface. At G2E, Zitro will showcase for the first time ever, the hot new LAP, Hit me
attention thanks to its juicy and exciting strawberry-bite feature. As the world leader in Video Bingo, Zitro is once again bringing a new twist to video bingo with its super-hot Power Bingo Link, a linked Video Bingo LAP with a 4-level progressive jackpot and innovative game mechanics that differentiate it from the traditional Video Bingo games, without losing the essence of what players look for in this category. Zitro will also showcase it’s updated Video Bingo games library that includes thrilling brand-new titles such as Fireworks, Lucky Children and Maximus, with impressive and unique Bonus features. Zitro Interactive will have its special place at Zitro’s booth showcasing products for both B2C and B2B. For direct end users, on display will be the leading mobile freemium application World of Bingo with more than 2 million installations, and for B2B business will be Bryke’s most popular Video Slot games, which are now available for online casinos, adding to growing Video Bingo games catalogue that
Up!, a Local Area Progressive game with no less then 6 jackpots that cumulate in explosive sound and visual effects that will raise a player’s adrenaline to heightened levels. To be featured at Las Vegas is also the proven Multigame LAP product line that includes Blazing Pearls LAP and the Guns & Gold LAP. Sharing the floor will also be the extremely successful Link King Multigame from the progressive links with panoramic sign product line. Link King is proving to be a real game changer that, thanks to its stunning bank presentation and beautiful graphics, stand out on every casino floor. Visitors will also be able to play the spicy Link Me progressive Link, which will catch players
is already available on multiple online casinos world-wide. “Our expansion is happening well above our expectations, and thanks to the extraordinary team of creative and passionate people at Zitro, our product portfolio is growing exceptionally fast and well, providing us and our customers with all we need to keep the momentum going. We are on a roll and we are proud to show it to the world at G2E Las Vegas”, commented Sebastián Salat, CEO of Zitro.
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Zitro will be at booth#2440 at G2E Las Vegas, which will be held from October 9th to 11th 2018 at the Sands Expo & Convention Centre.
CONNECTING INDUSTRY LEADERS AT THE HEART OF GAMING IT ALL STARTS HERE Set yourself up for success at Global Gaming Expo (G2E)—the largest gathering of global, commercial and tribal gaming professionals in North America. Take advantage of new educational content that is fast-paced and actionable and experience first-hand the new products and innovative technologies showcased on the expo floor. G2E has everything you need for your casino floor and across your entire operation—from traditional casino fare to sports betting, non-gaming amenities and digital products—G2E is where your business growth is accelerated.
2018
REGISTER TODAY AT: GLOBALGAMINGEXPO.COM EDUCATION OCTOBER 8-11 EXPO HALL OCTOBER 9-11 SANDS EXPO, LAS VEGAS
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