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CASINO
The magazine for the owners and management of international casinos
Published by Outsource Digital Media Ltd
Publisher: Peter White
Tel: +44 (0) 1892 740869
Mob: +44 (0) 7973 273714 peter@outsourcedigitalmedia.com
Editorial:
Editor in Chief : David McKee dmckee6@comcast.net
Editor EMEA: Damien Connelly damien@outsourcedigitalmedia.com
Columnist: Raymond Chan ymrchan@hotmail.com
Victor H. Royer
International Features Editor victor@outsourcedigitalmedia.com
Associate Editor EMEA: Andrew Behan a.behan@librasgroup.com
Las Vegas Correspondent: Ryan Slattery RyanSlats@gmail.com
International Correspondent: Lyudmyla Kyrychenko lyudmyla.kyrychenko@outsource digitalmedia.com
Production:
Designer: Stewart Hyde stewart@de5ign.co.uk www.de5ign.co.uk
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IT Director: Pasha Kuzminskiy pasha@outsourcedigitalmedia.com
Welcome...
W
hen one is tired of London, one is tired of life. Yet the great city looked to be bereft of gaming trade shows after ICE pulled up stakes and moved to Barcelona – in January, no less. The departure of ICE from the British capital threatened to blow an alleged $500 million hole in the great city’s economy … roughly double the hit Las Vegas would take from losing Formula One.
Fortunately, the gaping void is soon to be filled, as not one but two gaming shows plant their new flags in London this winter. The British Association Catering Trade Association (BACTA) presents the inaugural London Casino & Gaming Show, in January 2025. Event organizer Nick Harding promises a “boutique” show, one in which new products and issues can be pondered in quiet and comfort. That will be a refreshing and positive change from the high-stress environments of typical trade shows, veritable three-ring circuses.
Before the London show, the Hippodrome will play host in midNovember to the premiere of Richard Marcus’ Global Table Games & Game Protection Conference – Euro Edition. It’s been a high point of the trade-show calendar in Vegas for a while and now Simon Thomas is helping make it a must-see event at the Hippodrome. For three days, “Magic Mike” will have to share the spotlight with our Magic Marc.
Not to be left out of the fun nor put in the shade by Barcelona, Lisbon gets into the action with its first time hosting the SBC Summit, product of SBC Events. It will cover everything from women at the top of gaming to esports, and it will take place in yet another cosmopolitan European city. Nor would any self-respecting trade show lack an awards ceremony. SBC’s is going to be so consequential that it requires the entire Meo Arena as a venue. (See the latest issue of Sports Betting Operator for more details.)
Nor can ICE Barcelona be forgotten. Indeed, it’s just a hop, skip and a jump from the BACTA show in London to Barcelona, which should be temperate and off-season quiet when ICE hits town to liven things up. All that’s really missing are casinos, of which London has been a capital, but perhaps more distractions are not really welcome amid the ICE furor.
Hard upon the end of ICE, in early October, comes Global Gaming Expo, at Las Vegas’ The Venetian. It’s an aptly monumental venue for what is the preeminent trade show in the Americas, possibly in the entire western hemisphere. (Non-Americans are welcome to take issue with that.) Next month I hope to publish my G2E survival guide. In the meantime, suffice it to say that it will be four days filled with as many speakers, seminars, new products and new services as you can possibly imagine And, with luck, I’ll see you there. Safe travels, wherever you go.
David McKee Editor DMcKee
3 Editor’s Note
As one major show exits London, two more arrive. By David McKee
6 A Simple Plan Hippodrome Casino’s Simon Thomas sets ambitious goals for the London jewel. By Peter White
15 Glamour and Excitement
The initial London Casino & Gaming Show promises a different atmosphere. By Peter White
16 Coming Down the Home Stretch
The Global Table Games & Game Protection Conference comes to London’s Hippodrome. By Richard Marcus
23 Are You Not AMUSE’d?
First, ETGs revolutionized gaming. Now, AMUSE is redefining casino floors. By Andrew Behan
29 Who’s the Fairest of them All?
The most popular gambling games and slots in Latin America.
33 Greed is the Mother of Invention
A dealer’s perspective on the continuous shuffler. By Al O’Grady
36 Upward into the Future
Soft2Bet’s George Wadsworth on driving growth with customized gamification strategies.
40 More than Charity Andrew Behan interviews PlayVegas.io’s Paul Twaddle
45 A Changing Landscape
The key to reviving affordable and creative development. By Raymond Chan 23
Editorial Policy: The views and opinions expressed in Casino Life remain principally the views of contributors and do not necessarily reflect those of the editor or publishers.
The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused.
Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent.
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CONVENING GAMING BUILDING POSSIBILITIES EMPOWERING SUCCESS
A Simple Plan
Hippodrome Casino’s Simon Thomas sets ambitious goals for the London jewel. By Peter White
The Hippodrome, a building globally recognized, stands proudly at the corner of Leicester Square, in the heart of London’s West End — the city’s entertainment center. As one of London’s most iconic theaters, it has hosted an array of groundbreaking shows and diversions over the last century. Since its opening in 1900, the Hippodrome has always pushed the boundaries, showcasing the bold, the new and the extraordinary. In 2024, now as the Hippodrome Casino, that spirit of innovation and entertainment remains unchanged.
How did your Hippodrome story begin?
It all started nearly 20 years ago when my late father and I 'discovered' the Hippodrome. At that time, it had fallen on hard times, but we immediately recognized its potential as the perfect venue for a new kind of British casino with the imminent regulatory changes. Our vision was simple: To create a venue that combined fun, entertainment, world-class food and drink, and treated responsible gamblers as adults. If everything came together as planned, Britain could finally have a casino that wasn’t just about gaming but offered a fully immersive entertainment experience.
It’s no exaggeration to say our ambition has captured global attention and we can modestly claim to have sparked renewed interest in British casinos. Today, one in 10 casino visits across the UK are to the Hippodrome and, in London, that number jumps to one in three. Since opening, our 850 staff have welcomed nearly 18 million visitors from 112 different countries, and we’ve earned a cabinet full of awards along the way. But through it all, we never lose sight of how fortunate we are to be part of the Hippodrome’s storied history and how warmly the West End community has embraced us.
What led you into gaming and ultimately to the Hippodrome?
My background in gaming and entertainment is well-known – I’m the seventh generation of a family empire deeply rooted in fairgrounds, arcades, and gaming, stretching back decades. However, like many ambitious young men, I didn’t immediately follow in my father Jimmy’s footsteps. After earning a degree in electronic engineering from Bristol, I initially pursued a career in finance. I knew I’d eventually take on some of my father’s bingo businesses, but I wanted to build my own expertise in business management and financial operations first. And I’m glad I did – it sharpened my
Simon Thomas, founder and executive chairman, Hippodrome Casino
“
“It’s a simple ambition: To be the best casino in the world.” Simon Thomas, founder and executive chairman, Hippodrome Casino
skills in finance and risk management, which proved invaluable as I took on more-entrepreneurial ventures.
My father had a gaming company with arcades, bingo halls and a global gaming-machine production arm. Jimmy was a visionary and a passionate inventor. He sold it in 1987 and gave me the nucleus of a business which I took over in 1989. Bingo was deregulated in 1990 and I was able to grow the company into one of the UK’s largest independent bingo companies. One of my key experiences was opening a massive bingo venue in Cricklewood, which provided the perfect training ground for running largescale entertainment and gaming venues.
In 2006, we sold Thomas Enterprises to Hermes Venture Capital, anticipating the impact of the impending smoking ban on bingo businesses and the impact of the 2005 Gaming act. That sale marked a turning point for me – I could have taken a break or pursued new opportunities. The introduction of the Gaming Act, however was favorable to the casino industry, deregulating it in the same time that bingo was deregulated in 1990 and moving into my field of
experience. This led to an early morning meeting at the Hippodrome in Leicester Square – a down-on-itsluck theater but one with immense potential. With a casino license, I saw an opportunity to create a gamechanging venue for the British market. After six years of planning, negotiating and a complex renovation, we opened the doors of the Hippodrome Casino on July 13, 2012 – a new chapter for this iconic building.
You now have a three-floor outdoor terrace with gaming, dining, and drinking – coining the phrase "upwards and onwards"!
From the moment we opened, we were always looking to expand our gaming and entertainment areas. However, going down wasn’t an option –we’re quite possibly above an ancient river and directly on top of one of the busiest Tube stations in London’s West End. So, we went upwards! During the Covid-19 lockdown, we completed the construction of a rooftop terrace, offering stunning views over Soho and Chinatown. And we’re not stopping there. We’re planning an extension across the main roof to
accommodate an 80-seat restaurant and a further, 120-seat terrace, with the ultimate goal of reaching the building’s iconic cupola. The dream is to transform that into a restaurant – an ambitious vision but ambition has always driven us.
Tell us about the recent changes to the main gaming floor.
For years, I had been contemplating the removal of the large central bar on the main gaming floor. Last year, we finally made the move, freeing up space to add more gaming tables, which has been incredibly wellreceived by both our guests and staff.
This bold decision transformed the environment, creating a more dynamic and open space for our visitors. The additional tables have reduced wait times, broadened the range of games and led to an overall more enjoyable experience for our customers. It has also allowed our staff to monitor and manage the tables more effectively, boosting both table occupancy and revenue. In short, it’s been a triple win – better service, happier guests and higher revenue.
The Gambling Regulation Review is on everyone’s radar. What are your thoughts? Historically, the Labour Party has led regulatory
efforts in the gambling sector. All sides involved in the current review aim to ensure that any new measures are evidence-based and balanced. The objective is to protect vulnerable individuals while allowing responsible adults to gamble without unnecessary interference. And have fun.
The casino industry, including the Hippodrome, is eager to innovate and fully embrace the digital age. Modest regulatory changes could enable us to deliver new and exciting experiences in physical venues, allowing us to better compete with online casinos. These proposals have garnered cross-party support, and we’re confident that the new government will recognize the opportunities for growth and modernization within the sector.
The Gambling Review White Paper proposes expanding slot machines and the option of a sports book. Is this welcome at the Hippodrome? Absolutely! These changes would benefit not just the Hippodrome but the entire casino industry. At the moment, we often have customers queuing for machines simply because we don’t have enough of them. If the proposed changes are approved, we would be able to innovate, invest in new equipment, and offer more exciting experiences for our guests.
Since opening, our 850 staff have welcomed nearly 18 million visitors from 112 different countries, and we’ve earned a cabinet full of awards along the way." “
Equally the customers in our sports bar, Lola’s, are always asking why we don’t offer betting and it will be a pleasure to satisfy their demands.
You’ve been involved with the local community. Can you tell us about that?
Being a good neighbor is at the heart of our philosophy – both for the business and for me personally. The West End community is close-knit and while it’s globally famous, it operates like a local high street. We talk, support one another and work together. It truly feels like a family.
We are proud to be active members of several key organizations that play a crucial role in supporting the business and residential communities. We offer our facilities for more than 100 meetings a year, free of charge, to groups such as the Heart of London Business Alliance (HOLBA), Westminster Council, the Soho Business Alliance, the MET Police, UK Hospitality and several charities.
I also chair the Westminster MET Police Independent Advisory Group and sit on the board of HOLBA, our area’s BID. My communications director, Ian Haworth, is a London ambassador for the Night Time Industries Association and serves as a trustee for the Chinese Community Centre. Our engagement extends to local initiatives like the introduction of the private security group My Local Bobby, and the licensing of buskers and pedicabs in the area— transformative efforts that are destined to strengthen, and improve the West End community.
What is your player demographic like? Do you appeal to a wide audience?
The Hippodrome boasts one of the most diverse demographics in the UK casino industry. Thanks to our prime location in London’s West End – on Europe’s busiest pedestrian thoroughfare and adjacent to the largest Chinese community outside of mainland China – we attract visitors from all walks of life.
“
After earning a degree in electronic engineering from Bristol, I initially pursued a career in finance. I knew I’d eventually take on some of my father’s bingo businesses, but I wanted to build my own expertise in business management and financial operations first."
Our focus on exceptional customer service is a big part of our appeal and our offerings cater to everyone, from seasoned gamblers to casual visitors seeking entertainment. Hosting "Magic Mike Live" for 10 performances a week has also helped us confound traditional casino demographics, adding another layer to our audience mix.
The London Casino & Gaming Show will have a new exhibition at ExCel from 14th to 16th January 2025. This new addition to the gaming industry is termed as a specialized ‘boutique show’ for the casino and betting industries. Is it important for the UK casino industry to retain a showcase casino industry event in London?
We welcome any forum where members of the casino community can talk, debate, innovate and celebrate. The LCGS is another opportunity to see new
equipments and developments, and importantly, share ideas, which can only be a good thing.
Will delegates and exhibitors attending the London Casino & Gaming Show gain a welcome from the UK’s leading leisure entertainment and casino venue.
Attendees at the show will get a 20 percent discount at the restaurants Heliot Steak House and Chop Chop at the Hippodrome. Just come with your exhibition badge.
In addition to the many events being hosted on any given day of the week at the Hippodrome, this famous landmark building also hosts events and conferences. From 18th to 20th November, the casino industry will be in attendance at the first Global Games & Game Protection conference,
hosted by Richard Marcus. Is the conference sector one area you are keen to build on, and how excited are you at the prospect of welcoming UK and European casino operators to the Hippodrome this November?
It is actually Richard’s 2nd conference with us! He did a smaller one-day seminar on casino game protection in 2019 that was very popular and drew attendees from many UK and European casinos and this is a development from that. Richard has also done three major GTGC/GGPC events in Las Vegas, so I'm sure his event here will be a hit and we look forward to welcoming the attendees.
And yes to the wider question. Events and conferences are popular at the Hippodrome. This is an area we are developing further as we do fabulous
events, and we love the way they introduce people to the wonders of the Hippodrome.
What are your biggest accomplishments in 15 years of Project Hippodrome?
Project Hippodrome has been my life for nearly 20 years, from the first moment I saw the building. It’s also intertwined with ‘Project Simon Thomas.’ My biggest accomplishments? Watching my three children graduate and find careers they’re passionate about, celebrating 30 years of marriage to my beautiful wife Fiona, and realizing that I’m the happiest I’ve ever been. To top it all, I get to lead one of the most exciting entertainment projects in London. Life couldn’t be better.
Glamour and Excitement
The initial London Casino & Gaming Show promises a different atmosphere. By Peter
White
This year marks the debut of the London Casino & Gaming Show, filling the void left by ICE London. Nick Harding is the man charged with running it and he took a few moments from his busy schedule to speak with our Peter White.
Tell us about the reason for launching this new casino show in London dedicated to land-based operations, where is it, when and why?
The new London Casino & Gaming show will be at ExCeL, as part of the established EAG Expo to debut in January 2025.With the departure of the ICE show from London to Barcelona, we were made aware that many operators were — and are — very keen on continuing the tradition of a London show. Yes, of course this is opportunistic. We are commercial and always looking for an opportunity to increase the breadth and depth of our existing show, and this
seemed too good an opportunity to miss. It is worth reminding readers that we originally owned the ICE show as part of a much older show called ATEI, so this is not new territory for us.
What key advantages will this new casino show provide to supplier’s standpoint, who may for example supply restaurants and bars with their brand of vodka to a company that has developed a new card game for casinos?
The keyword here is boutique. This is not going to be a show aimed at every aspect of gaming, therefore it will not feature online or crypto currencies or fintech systems. It is going to be a smaller show, aimed specifically at the land-based European and UK gaming sector. In addition to the larger equipment suppliers, several of whom have already signed up, we are looking to create a tapestry of ancillary offers, such as uniform providers, drinks providers, signage
manufacturers and so on. All this will happen in a more convivial atmosphere where buyers can sit more quietly drinking quality coffee with exhibitors, and hopefully placing orders.It will be something different to larger exhibitions, where the volume of background noise almost requires ear defenders and where you have to walk a quarter of a mile to buy a coffee …
What other aspects of the London Casino & Gaming Show will exhibitors at this new casino show gain?
We are aiming to provide access to all the supply elements of land-based gaming in a pleasant atmosphere which is more akin to being inside a London casino. This is the first year of operation, so we will be trying to predict what will be of most interest to visitors, and we will be listening a great deal to exhibitors and potential visitors to try to achieve that. I am sure we won’t get it all right, but we are not new to this exhibition business nor to the gaming sector and I think that is where we may score. Everyone involved from BACTA (owners of the show) comes from a senior position in the sector, we have been at the coal face and we know what we look for when assessing an exhibition.
Can you provide details on what sponsorships options are available?
We are happy to consider any form of sponsorship. ‘The world is your lobster’ (as Peter Cook once said). From the barista coffee that we will provide, to the networking event on the evening of Day One, to the comfy seating and networking area that will be available, if you have an idea for any sponsorship just talk to us.
What can casino operators expect from attending?
A sense of quiet comfort while reviewing quality gaming products.
January is a busy month for exhibitions. What are the key reasons for casino management to make this a must attend event?
Here is an interesting proposition: As we have said many times, we are not trying to compete with ICE but to be an adjunct to it, in a niche part of the global gaming industry. So why not come to London, come to our inaugural gaming show, spend the weekend enjoying everything that London has to offer (including a visit to the spectacular West End casinos), then fly on to Barcelona to visit ICE?
What size of booth options will be available to manufacturers, suppliers and service providers, and why is this a show they should add to their exhibition schedule?
With a minimum of a four square meter stand footprint, the sales team will do whatever they can to accommodate prospective exhibitors’ dimension and space requirements at the event, whether they are looking at a shell-scheme solution, or want to build their own stand by booking a space only option with us. As I’ve already mentioned, we are looking at creating something a bit different; a small but perfectly formed, boutique-style event, conducive to business and providing relaxed, informal networking opportunities. If that matches your business’ objectives and is the kind of exhibition environment you want to be a part of, it makes sense to add our show to your marketing mix.
Will there be a conference incorporated in with the show and, if so, what topics are likely to be on the agenda?
There will be a program of four sector seminars, the details of which we are still finalizing. One of
these seminars will be hosted and presented by EUROMAT, who are the European coin-op and gaming-trade body and who are providing support and guidance as we plan the show.
London has a strong appeal, given it’s a 24-hour city full of great restaurants, nightclubs and amazing party venues, etc. Can we expect the appeal of London to be incorporated into the marketing campaign?
I am sure that in the fullness of time this show will simply be referred to as ‘the London Show.’ By the way, you missed out great shopping and great theaters as well. And the average temperature in January is not much less than Barcelona! What’s not to like?
To find out more about exhibiting and sponsor opportunities at the London Casino & Gaming Show how best can they gain more information? Get in touch with Greg Bailey to find out more about being part of the show: greg.bailey@eagexpo.com +44 (0)20 3846 9808
Nick Harding
Coming Down the Home Stretch!
The Global Tables Games & Game Protection Conference comes to London’s Hippodrome.
By Richard Marcus
It is fitting that a Casino Life interview with Simon Thomas, the innovative CEO of London’s Hippodrome Casino, leads off this issue. That’s because I, and my debut European casino industry conference, the 2024 GTGC/GGPC Euro Edition, are heading toward Simon’s backyard for its premiere event, November 18-20.
If that’s not enough, Simon himself is keynoting the conference and is sure to enlighten us with his vision of the current state of affairs in the UK/European landbased casino industry. We here at the GTGC/GGPC (mainly my wife Ingrid and me, that is) are proud and honored that the European Casino Association (ECA) is not only supporting the event but as will will be holding its annual Security & Safety Workshop in conjunction with it, also at the Hippodrome.
This marks the first time that the ECA is conducting one of its internal events with an outside organization such as ours. We are really looking forward to this combined effort and to establishing a long-term relationship with the ECA.
In preparation for this grand debut event, prospective European attendees want to know who’s speaking there and what their sessions will address. I am happy to inform you that our incredible lineup of expert presenters will be covering the most important topics and issues concerning the European landbased casino industry. I am also eager to let you know that we are bringing in some top-shelf experts from the North American casino sector to address our delegation at the Hippodrome.
I am a firm believer that attending an event featuring top experts from all parts of the world benefits the
entire global industry. Believe me, we are bringing some of the best experts in the world to share the stage with their European counterparts.
First, we have the most-recognized casino surveillance and asset/game protection executive on the planet, Vice President of MGM Resorts International Ted Whiting. Ted will address important advances in surveillance and security technology that can greatly aid you in the protection of your casinos and casino-related businesses.
Coming with him is Rick Perazzo, the chief surveillance and game-protection trainer for MGM. These two renowned experts will cover all threats, both internal and external, related to your gaming tables and slot machines.
Joining Ted and Rick is Derk Boss, considered by many in the United States as the father of modern casino surveillance. He has an overall surveillanceand-security knowledge base that very few people have.
Derk will talk to us about some very destructive societal scams that have penetrated casinos all over the world in recent years. One of these scams is called “social engineering of employees,” which is very effective in getting employees of major companies to unwittingly turn against those companies and hand over large sums of cash or vital information to hightech scammers.
The scam artists use that information to extort larger sums of cash from casinos and shut down their IT systems if they refuse to pay ransom. Derk will also talk about other scams and criminal activity very present in casinos, such as insurance fraud, identity theft and human trafficking.
Then we have Derek Ramm, one of North America’s foremost authorities on money laundering and antimoney-laundering task force operations. Derek will speak on how to recognize people in your casinos who may be engaged in such criminal activity and what you need to immediately do about it.
Finally, for the violent threats to your land-based gaming establishments, we will introduce you to Mike Matranga, one of America’s foremost security experts and an ex-U.S .Secret Service special agent. He was part of President Barack Obama’s personal securityand-protection detail.
Today, Mike is the founder and CEO of M6 Global Defense Group, a major security firm which is entrusted with the protection of American school
districts, among other highly sensitive entities. He will speak on protecting your people — both your customers and employees. There are many threats to land-based casinos, including domestic and international terrorism, mass shootings and other violent crimes. Mike will address how each of those can occur in your casinos and offer expert advice on how to best react to them.
Our roster of European experts is just as impressive. Italian cybersecurity, IT and compliance specialist, and EMEA Managing Director of Bulletproof Marco Capozzi is coming. Marco will give us a complete cybersecurity workshop within the main conference. It will greatly enhance your ability to prevent cyberattacks which can cripple your casino operation, or, when it’s too late, at least react to them to minimize the damage.
Also, what promises to be one of the most interesting casino conference round table sessions in years not only has an all-Euro panel but as well it’s hosted by none other than Casino Life’s very own Peter Wilkinson-White, arguably the most accomplished European interviewer of influential casino personalities, movers and shakers.
If you want to talk about a star-studded cast of panelists, how about the legendary casino maverick Michael Boettcher, who was once kicked out of his own Russian casinos by Vladimir Putin. This president of Storm International’s life is nothing less than a whirlwind adventure that Hollywood’s best screenwriters couldn’t dream up.
Sitting alongside Michael will be another hugely popular and very bright gaming executive named Richard Noble, who is the COO of Crown UK. Next to him will be Mindway AI Business Development Manager Paula Murphy. Peter’s round able will tackle a “Pentagon of crucial issues for the future of landbased casinos.”
From the East of Europe, we have Dan Ciobanu, the CEO of Remote 2 All, and Damir Gegic, a casino executive from Bosnia but currently based in Prague. Damir has vast casino-operations knowledge and experience gained from high-level positions all over the world. He will be taking a different look at the relationship between online and land-based casinos, and how he sees the truth and consequences for European land-based casinos going forward.
I can’t mention all the great people we have coming to present at our event in this article, but I urge you to go to the conference website globaltablegamesprotection.com. Take a look at the presenters’ roster and program to see the wealth of knowledge and experience we will be sharing with you.
If you are on LinkedIn, please connect to me via https://www.linkedin.com/in/ richardmarcusgameprotection/ and follow my posts, which give constant updates on the conference. You can also receive our monthly newsletter by subscribing on the website. If you have any specific questions about the 2024 GTGC/GGPC Euro, just email me at richard@globaltablegamesprotection. com and I will answer them promptly.
So, if you want to participate at the best casinooperations event out there, be sure to register for this one. It is truly a one-of-a-kind happening from which you will leave with considerable more knowledge than you had upon entering. And, that’s not all! I assure you that inside the landmark Hippodrome Casino, with its rich history tied to gaming and entertainment, you will have one heck of a good time!
I hope to see you there.
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Are You Not AMUSE’d?
First ETGs revolutionized gaming, now AMUSE is redefining casino floors. By Andrew Behan
nterblock is proud to introduce AMUSE, a groundbreaking product line debuting at G2E 2024 in Booth #1239. For years, Interblock has built a brand synonymous with table game innovation. They pioneered an entirely new sector in the gaming industry – electronic table games (ETGs) — bridging the gap between traditional table games and slot machines. This year, they are doing it again with AMUSE, a visionary line of products designed to redefine entertainment on the casino floor.
IThe New Era of Amusement: Introducing AMUSE
The AMUSE product line represents a bold new direction for both Interblock and the gaming industry
as a whole. While ETGs introduced a new dimension to the casino floor, AMUSE elevates this concept by blending amusement-style gameplay with the thrill of RNG wagering. This new sector is designed to attract an entirely new type of player, creating opportunities for incremental revenue and providing casinos with a fresh, dynamic form of entertainment.
The purpose of AMUSE is clear: To expand the boundaries of what a casino floor can be. Traditional table games and slots have long dominated the landscape, but with the introduction of ETGs, Interblock demonstrated a demand for innovation among players. Now with AMUSE, they are set to further expand this landscape, introducing a new category of gaming that broadens casino demographics.
Marble Run: The Next Generation of Casino Entertainment
One of the standout products in the AMUSE line is Marble Run, a game that embodies the essence of amusement-style play, a concept not yet seen on traditional casino floors. Marble Run engages players with its fast-paced action and thrilling unpredictability. The game combines gravity, momentum and random chance to create an experience that keeps players on the edge of their seats. Whether it’s the excitement of watching the race unfold or the suspense of guessing which marble will win, Marble Run is designed to captivate a new type of player that casinos have long sought to engage.
Marble Run is available in two versatile configurations: a stand-alone compact model, ideal for smaller gaming spaces, and a customizable stadium model that can be tailored to different venues. These options make it easy to integrate Marble Run into any casino floor, offering a new form of entertainment that stands out from the usual games.
As part of the AMUSE product line, Marble Run delivers fun and excitement in a way that’s distinct from traditional table games. It’s designed to captivate a broad range of players with its interactive and engaging gameplay. Marble Run is set to redefine what casino entertainment can be, offering a unique experience that’s both thrilling and memorable.
Free Fall Roulette: A New Spin on a Classic Game
is dynamically altered before it settles into the wheel pocket, players are treated to a visual spectacle that enhances the overall aesthetic and appeal of the game.
Free Fall Roulette, another exciting addition to the AMUSE line, takes the classic game of roulette to new heights with its innovative design and enhanced gameplay. This game is housed in Interblock’s Universal Cabinet (UC), which is known for its sleek design and versatility. The UC’s unique ball-drop mechanism, featuring pinball-like flippers, adds a layer of interaction and unpredictability, making each spin more thrilling than the last. As the ball’s trajectory
The Universal Cabinet's innovative design seamlessly integrates a Plinko-style gameplay into the roulette wheel, providing a visually stimulating experience. The combination of cutting-edge technology and timeless appeal makes Free Fall Roulette a must-see attraction at G2E 2024.
Lucky Roulette: A Hybrid of Tradition and Innovation
Lucky Roulette is an innovative roulette concept using a projector within the wheel itself to create a new level of animation and capability within a traditional roulette experience. This game displays a hyperrealistic, 3D visual of a spinning roulette wheel, significantly enhancing the traditional game’s appeal and overall gaming experience. Players are treated to a variety of fantastical game scenes and interactive graphics that track the spinning physical ball, creating an immersive and engaging environment.
Lucky Roulette introduces a lucky-number multiplier, adding a new layer of thrill to one of the most iconic table games. The overhead screens display extensive game history and live camera feeds, giving players a comprehensive view of the action, while creating random amounts of lucky numbers a player can receive an incremental payout. This blend of traditional gameplay and modern technology makes Lucky Roulette a standout product in the AMUSE line, ensuring it will be a hit on casino floors worldwide.
Dragon Roulette: A New Level of Excitement
Dragon Roulette brings a distinctly different player experience to the roulette genre, featuring a giant wheel and ball for enhanced visibility. This design allows players to feel the physical near-misses more intensely, adding a new level of excitement to the game. The game also introduces a new “Bonus Stage,” where multiple balls can be launched simultaneously, creating a dynamic and fast-paced gameplay experience that keeps players engaged in a manner they have never seen before.
This game features two distinct areas for launching balls into the cylinder. One is utilized for the primary game and the other is specifically allocated to the bonus game itself. This game feature will allow players to win additional balls to increase their winnings based on the outcome of the bonus wheel and feature. The amusement capabilities of Dragon Roulette, combined with its distinctive look and feel, are sure to attract players who might not typically engage with a casino floor.
Experience the Future of Gaming at G2E 2024
Interblock invites industry professionals to visit G2E 2024 in Booth #1239 to experience the AMUSE product line firsthand. This new line represents the next evolution in casino gaming, offering a fresh, exciting alternative to traditional table games and slots. Whether it’s the fast-paced action of Marble Run, the innovative design of Free Fall Roulette, the hybrid appeal of Lucky Roulette, or the intense gameplay of Dragon Roulette, AMUSE is set to redefine what casino entertainment can be.
To ensure personalized service, meetings are available by appointment only. For business inquiries or to schedule a meeting with one of Interblock’s sales representatives at G2E, please email sales@ interblockgaming.com. For more information about Interblock and its diverse range of innovative products, visit www.interblockgaming.com.
Who’s the Fairest of them All?
The most popular gambling games and slots in Latin America
atin Americans love entertainment. It's no surprise that gambling games and slots on the 1xBet platform are very popular in our region. The international bookmaker caters to its users’ preferences, giving significant attention to both gambling and sports betting. The Latin American market is extremely important for 1xBet. Here, the bookmaker has a huge audience of players and 1xPartners program participants, who earn a lot of money by attracting new customers. To draw new customers more effectively, let’s take a look at the most popular games and slots in the Latin American market.
Lits bright design and spectacular mechanics. At the beginning of the round, the seven-by-seven field is randomly filled with multi-colored crystals. If five or more of the same-colored crystals are next to each other vertically and/or horizontally, the player gets his winnings with a multiplier of up to 10 times. After winnings are paid out, the crystals disappear, and new ones appear in their place, which in turn can form another combination. If the player lacks just one rightcolored crystal to win, the player can get a wild-symbol coin, which can replace any crystal.
Top five gambling games Crash
In Crash, the player must collect his winnings before the plane explodes, otherwise his bet won’t work. The longer the plane is in the sky, the higher the odds and the higher the explosion probability. This is why Crash is so popular — one long flight in the game can make up for several losses. In Crash, the player controls the game process himself and, with the right approach, he can significantly increase his chances. The player’s actions are very similar to the work of 1xBet Affiliate Program participants, who choose their winning strategies in business and earn solid money.
Crystal
The colorful game Crystal is adored worldwide for
21
This is one of the most popular card games worldwide. The player and the dealer each receive two cards and aim to score 21 points without exceeding this mark. The only exception is the “gold point” for a combination of two aces, which brings 21 points instead of 22. The player can pick up any number of cards until he wishes to stop. However, the dealer must draw a card if his hand totals less than 17 points and must stop if the sum is 17 or more.
Under and Over 7
In this game, you simply guess one of three outcomes: “ Under 7,” “Over 7” or “Exactly 7” and place your bet. The first two correct guesses pay out 2.3 times the bet amount and the third pays out 5.8 times. This is a very simple way to make money but it is even easier to
apply for the 1xBet Affiliate Program, and start earning money on sports betting and gambling fans' activity.
Apple of Fortune
In a dense forest lives a kindly Snow White, who treats all travelers with ripe juicy apples. However, the evil stepmother hates her stepdaughter and spoils the fruit whenever Snow White turns away. Try to guess where exactly the ripe apples are hidden and don't stumble upon the poisoned ones! If you’re lucky enough to complete all 10 levels, you'll be rewarded with 350 times your bet. Don’t like risk? Pick up your winnings in the middle of the journey but note that they will be much smaller.
Top five slots
Fairy Queen Deluxe
The Fairy Queen Deluxe mechanics are very similar to the Oceans King slot. Both feature five reels and offer winnings on 10 pay lines. Instead of an ocean-themed thunderstorm, the player is supported by a charming Fairy Queen and the design features a fairy-tale theme rather than a maritime one. Three or more special symbols start a round of 10 free games. If the player wins, he can take a risk and try to double the amount by correctly guessing the hidden card’s color. Increasing your income in the 1xBet Partners program is even easier because players get access to a really highquality product. More than 100,000 affiliates worldwide and more than three million satisfied players, visiting the 1xBet platform every month, have already made sure of this.
Pentagram 5000
Pentagram 5000 game sends gambling fans on a mystical journey through ancient Greece. A miniature three-by-three field with five winning lines is located on the backdrop of a stone temple. Fruit, lucky sevens and special symbols are spinning on the reels. If the player is lucky, the sevens can bring him an impressive 5,000 times the bet amount. When the special symbols PENT and GRAM are on the same line, a spins-bonus round is triggered. And if during the 10 free spins, the pentagram symbol appears to the player, his winnings are doubled.
Joker's Jewels
This retro slot from Pragmatic Play provider contains five reels with three rows and five fixed-win lines. Joker’s accessories and gems randomly appear on the
playing field, which can bring from 40 times for boots and crystals, up to 200 times for guitars and maracas, and up to 1,000 times for the Joker himself. This game’s most interesting feature is the complete absence of the usual bonuses like multipliers and free spins.
Gold Party
The Gold Party slot’s protagonist is one of the biggest gold lovers in the world. To say the least, the Irish leprechaun can easily compete for this title with dwarves, dragons and other fairytale creatures. On five reels with three rows, you can find the usual symbols in the shape of letters, forest houses and pots of gold, as well as money symbols, fairy multiplier symbols, and coin extra-spins symbols. The biggest wins traditionally bring jackpots, of which there are four in this slot: Mini (20 times), Minor (50 times), Major (200 times) and Grand (5,000 times).
Sugar Rush
Sugar Rush slot features a candy theme, familiar to all gambling fans from the Sweet Bonanza series. The large, seven-by-seven field, by the standards of classic slots, is filled with sweet treats like lollipops, candy, jelly beans and gummy bears. Winnings are awarded for five to 15-plus identical symbols, with a minimum payout of 0.2 times and a maximum payout of 150 times. Three or more Candy Machine scatter symbols trigger free-spins mode from 10 to 30 spins. The maximum win in Sugar Rush is 5,000 times, so it is simply impossible to pass over this slot.
Latin America rightfully holds one of the leading places on the world’s betting map. From sports betting to gambling, the locals actively use the platform’s rich opportunities. On the 1xBet platform, every player can easily find a suitable way to have fun — after all, there are games of all popular genres and trends from the most famous providers.
In such favorable conditions, it is very easy to start earning on players' activity—all you need to do is leave an application to join the 1xBet Partners affiliate program. Tell your media audience about 1xBet’s many advantages and get ready for a flow of commissions from their activity. The 1xBet Affiliate Program support team is always ready to answer any questions about the program, so all you need is a desire to start earning and registration on the 1xPartners website. Join 1xBet and experience firsthand the benefits of one of the best iGaming platforms in the world.
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Greed is the Mother of Invention
A dealer’s perspective on the continuous shuffler. By Al O’Grady
lackjack continues to evolve. Sometimes it is out of necessity and sometimes it is out of greed. When the game first came to be, it was played with one deck and the dealer would hold that deck in his hand as he dealt the cards to the players.
BAs the game grew, unscrupulous dealers who were particularly good at sleight of hand made their mark and so the shoe was brought in to help ensure the integrity of the game. This put an end to dealing from the bottom of the deck.
As card counters got better and better, the number of decks increased to six or even eight decks, depending on the casino. Now there is a growing trend in the industry to get away from the eight-deck shoe and use a continuous shuffler. As a dealer, I would like to tell you about my thoughts on the matter.
Nobody Likes It
For those unaware of what a continuous shuffler is, it is an automatic machine where cards are shuffled constantly and cards that have been played are put
right back into the machine. It is like starting a hand with a brand-new deck every time.
The casino I work at transitioned from the eight-deck shoe to the continuous shuffler over a year ago and I can tell you unequivocally that no one likes it. Not the players and, believe it or not, not the dealers either. The only ones that like the continuous shuffler are senior management. So the 64-thousand-dollar question is simply this, why?
Time & Motion
From senior management’s perspective, it has two reasons for using the continuous shuffler. The first reason is this: Time is money. Let’s not forget this. Casinos are a multi-million-dollar business and they will do everything they can to squeeze out an extra percentage point to add to the profit margin. By using a continuous shuffler, the casino has eliminated the down time from the game where the dealer is replacing the discarded deck with a newly shuffled deck.
This may seem like a trivial matter, but it does add
up. When you consider how many hands could have been dealt during that down time and multiply that 24 hours a day, 365 days a year, you are talking about a lot of hands. It is all about hands per hour and that translates into dollars per hour too.
The second reason is not quite as obvious but it is clear to the advanced player. Continuous shufflers have put an end to card counters. While most players are not card counters, the select few who can count cards and do it well are taking money from the casino. While casinos like to dangle the carrot in front of the public’s nose with the chance to win big money, the reality is that the casino always has an edge and it counts on that edge to generate profits. Blackjack is the only game in the casino where a card counter can generate an edge in favor of the player.
A False Solution?
In future articles I will explain how a card-counting system works, but for today’s purpose I will give you the Cole’s Notes version. There are several counting systems, but the most basic is to give the 2-3-4-5-6 a value of +1 and all the tens and aces a value of -1. The 7-8-9 count as zero. As each card is dealt a counter will either add or subtract 1. This is known as the running count.
After the hand, the running count is divided by the approximate number of decks remaining. This is known as the true count. As the true count rises, the amount wagered increases as well. With true counts at zero or in the negative, the minimum is bet. With continuous shufflers, both the running and true counts will always be at zero at the start of each hand so there is no advantage for the card counter. From the casino’s perspective, problem solved.
So why would a dealer not like a continuous shuffler? I have yet to meet a player that likes the new gadget. We are on the front lines, and we get to hear all the negative comments. Players of the world, give your collective heads a shake. Do you honestly think the dealers made this decision unilaterally to transition to this device?
This decision is four or five notches above our pay grade. Before we got to hear all the negativity, whining and complaining (not to mention profanity) when players lost money, and now management has poured more fuel onto the fire, giving the player something else to complain about. Just what the dealer wants, more negativity in the workplace.
Ministry of Silly Arguments
While players may not like the shuffler, some of their arguments are silly. Some honestly feel the game is rigged or the shuffler is the reason for losing. People want to blame someone or something, when in reality they need to look in the mirror. They fail to play perfect strategy, yet it is the machine’s fault. Really? Hey buddy, when you have a 15 with a dealer showing a 6, do not take a card. Hey buddy, do not split tens. Hey buddy, double down on 11.
I can go on and on, but you get the point. Is it still the machine’s fault? How does the machine know how many players are at the table? How does the machine know if someone comes or goes? Someone in early position could make a basic strategy mistake, changing the course of everyone’s hand including the dealer’s, yet it is the machine’s fault? You may not like something but please make an intelligent argument.
So, if you really do not like the continuous shuffler, what is your recourse? How can we get casinos to go back to the traditional shoe? There is only one way that I know of. Don’t play. It is as simple as that. There must be a massive boycott. There needs to be a social media blitz.
The only thing that casinos understand from the public is money. If enough people make their voices heard with their wallets and the casino is seeing a direct correlation that the machine is hurting its bottom line, the casinos will go back to the way it was faster than you can say double down. That is a sure bet.
In my next article I will tell you what changes I would make to blackjack appealing to card counters, the casino and to the dealers. Best of luck at the tables and do not forget to tip the dealer.
Al O’Grady
George Wadsworth
DUpward into the Future
Soft2Bet’s George Wadsworth on driving growth with customized gamification strategies.
ealing with commercial, regulatory and product issues is all in a day’s work for Soft2Bet, whose team has helped the business double its revenues in the past year. We spoke with George Wadsworth to learn more about his role and how he deals with the different pressures that come with it.
Online Casino is Soft2Bet’s core vertical and across the iGaming industry. It plays a key role in driving substantial growth for operators and providers. To find out more about how Soft2Bet addresses its most important product segment, we spoke with Wadsworth, head of casino operations, about his work, the trends that affect his daily activities, and how he deals with the range of partners and providers at both B2B and B2C levels. Both the consumer and B2B sides of the sector are crucial to Soft2Bet because it operates at major scale on both sides of the business.
Beneficial Across the Board
With regard to this dual activity, Wadsworth says: “B2B partners come back to us with really positive feedback on how we can improve aspects of our work. So that’s really welcome to hear, how we can improve daily operations on a group level, which not only benefits how they operate with their marketing but gives us some insight into how the trends are changing on a player level.
“Running our own B2C brands and having the insight on how they run allows us to treat our B2B partners exactly how we would treat one of our own brands. We want them to be successful in
their white-label efforts because it makes sense for both parties to prosper.”
The other obvious benefit for Soft2Bet’s B2B partners growing is that, combined with the scale of our B2C operations, “it helps drive up total volumes, which allows us to negotiate with our providers on a grouped aggregation level. In the long term, this helps deliver bottom-line value to the business and help Soft2Bet negotiate good rates with our suppliers”.
Wadsworth adds that “it's a mutually beneficial agreement,” as growth generates a virtuous circle: “When our B2B partners succeed it benefits us as a group because they increase their marketing budgets, which in turn generates FTDs, player activity and revenues.”
Daily Tasks
Beyond these big themes, what does Wadsworth’s daily to-do list look like? How much does it have to do with regulations or interacting with suppliers’ commercial directors and what are the issues he has to deal with?
“One of my main focuses over the past months has been to optimize the revenue-share agreements we have with our suppliers and we've managed to do that in a considerable manner, as this produces significant savings for the group at the end of every month. We have more than 100 game providers, all with their own commercial models. Each provider works on different models too, such as tiers, collapsing, aggregating and flat rate; and each deal is analyzed and calculated to ensure we are getting the best bang for our buck.
“The format goes on with all our providers, whether they are aggregation platforms, slot studios or live casino providers. Dealing directly with commercial directors means, when possible, I can negotiate the best deal in relation to the volume we bring and what they will offer us in return,” he explains.
While he looks for the best possible deals, Wadsworth adds that it’s important to be realistic during these interactions. “In negotiations, you have to actually align with what you can realistically produce, while keeping in mind industry standards and effective revenue-share agreements.
“By entering these discussions on the assumption you're there to ‘beat the other guy’ is never going to be favorable. You are there to align expected revenues with realistic outcomes. This will always provide a beneficial relationship that in the long term will pay dividends to the savings we make.”
What Makes a Good Casino Game?
For the non-specialist, casino games can blur into one shiny and bright mixture of flashing lights and ringing sounds, so what makes a good casino game? Why are there some games popular for many years while others quickly fade away?
“The visuals and graphics are key in creating an engaging perspective,” says Wadsworth, “and it’s important that the players have a good time and there is a strong entertainment factor. A simple concept to think about is that it’s like going to the cinema. You wouldn't want to spend €20 for a 15-minute film, but you would for a quality, 90-minute, feature film.
“And in online casinos that translates to quality design with strong features that lead to high engagement, and user retention and player enjoyment,” he adds. “What is considered a top-tier game in Sweden for example will not have the same effect in Denmark or Romania, I have been fortunate enough in having the autonomy to hire a team around me with genuine interest in their work and our industry which keeps us ahead of the curve on growing trends”
Regulatory Developments
Regulation is a key aspect that impacts the industry and Soft2Bet’s core focus is driving sustainable growth with its flagship brands such as ‘Betinia’ in these regions. “Soft2Bet’s focus has always been improving its position in regulated markets; we handle regulations seamlessly whenever the group launches
in a new market,” Wadsworth says. A recent example of this policy was Romania.
“Simply engaging with providers and agreeing commercial contracts can take some time, but equally, launching with around 40 game providers and 2,064 games in a regulated market, as we have with Don. ro in Romania, has given us a competitive advantage, and has been worth the effort. The team really dives head first in delivering the biggest and most viable content offering to players,” he explains.
“Adding regulated markets is an additional stress, but regulation is key for the sector and the responsible gambling systems that are in place at Soft2Bet enable us to monitor and, when necessary, address player behaviors,” Wadsworth continues. “Most importantly, it allows for safer gameplay and regulation allows for sustainable, long-term business growth.”
Pressure Points
Casino is Soft2Bet’s focus and with the company growing so strongly this past year, it has taken on numerous new staff and partners. How does Wadsworth deal with the pressure of managing the vertical and a team of 22 dedicated team members? Does he enjoy it and thrive under it or does he sometimes wish he worked in a lower profile field?
“I do enjoy it,” he says with a smile. “From a corporate perspective, we are growing at such a rapid rate and the casino team has helped double revenues this year. As a result, our work has evolved and I deal with more managerial issues nowadays. I spend more time planning and mapping out incremental business plans to ensure the company can keep growing sustainably. But I wouldn’t change the day-to-day. That is what keeps me ticking.”
Concluding the interview, Wadsworth says, “My team works incredibly well under pressure and delivers a huge workload in terms of business operations and on a daily basis. There is a lot that goes on behind the scenes to keep everything running smoothly. I can't take nearly half the credit that these guys deserve.”
As Soft2Bet continues to grow and develop both its commercial and regulatory footprints, Wadsworth says the work keeps him extremely busy and “that is what is so great about working at Soft2Bet. It’s super busy at times and there is pressure, but it’s positive because it's a fun, engaging environment and every day is a new challenge. Thanks to this, I couldn’t ever see myself changing industries.”
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More than Charity
Andrew Behan interviews PlayVegas.io’s Paul Twaddle
asino nights are always a popular means of raising money for charity. At PlayVegas.io, Paul Twaddle brings realworld casino experience to this for-fun activity. But first, we took him back to his beginnings.
CCould we commence this interview with a brief history of your life to date and how it brought you to where you are today?
I’m a seasoned gaming veteran and worked my way through London’s grottiest and grandest casinos in the 1990's before taking contracts abroad and on cruise ships. In 2006, I made the move to online and spent an extremely enjoyable few years at Betfair as VIP manager. It was there that I came up with the original idea for a blackjack variant which Betfair Casino rolled out to great success. Over the next decade or so, I took up long-term consulting contracts for a number of white label casinos, plus an indie slot studio.
What is PlayVegas.io?
PlayVegas.io is a live casino tournament provider, for fun and not real money. We offer free-to-play, live dealer roulette and blackjack tournaments, where players compete against each other to top the leaderboard. Tournaments are structured in a way to stimulate competition, but also to provide maximum enjoyment — whether you’re an experienced player or a complete novice.
Clients can offer daily, weekly or monthly leaderboards which can support any promotional campaign — whether through acquisition, conversion, retention, cross sell or reactivation of lapsed players. Our free-to-play events can have prizes offered by the operator – it doesn’t have to be cash but can be an enhanced bonus offering, free spins or physical prizes and experiences.
No integration is necessary and we can have operator tournaments up and running within days.
We also provide corporate and charity events where we raise valuable funds for charity. Operators can optin to the charity fundraising initiative at no extra cost.
What was the background to the development and launch of PlayVegas.io, and what prompted you to create this site?
During lockdown, I teamed up with an old friend who owns the most prestigious fun casino events company in the UK (www.VivaVegas.co.uk). The hospitality industry was decimated at the time due to Covid-19, and together we set up a studio to offer virtual casino events, mainly for companies to bring staff and clients together in a very fragmented workplace.
His highly regarded reputation and existing client base, along with my knowledge of the online industry and live streaming, enabled us to pick up bookings immediately. One was a big-budget event for a blue chip company who brought in a celebrity to host and chat with players.
As the events got bigger and we were being requested to quote for events with 20+ tables, it was soon apparent that we needed to optimize the execution to enable unlimited scaling without the associated rising costs of dealers, tables, studio space and investment in more tech. So I decided to create the software in which to run multiple, concurrent events from a single roulette and blackjack table, with each event appearing totally bespoke to the individual participants and client.
Can you explain the charity aspect to this new venture?
Players can receive additional chips, in-game bonuses or extra lives for a donation to charity. Clients have the option to participate in the charity fundraising initiative which can provide multiple benefits:
• it’s raising vital funds for charity
• it heightens the client’s Corporate Social Responsibility profile
• it can help qualify players as potential depositors
Clients can choose their own charities to support or select from our existing partners. Players can select a different charity to support with each purchase of additional chips.
Our 20-plus years’ experience of delivering
fun casino events for charities has given us great insight into the effectiveness of casino games as a fundraising tool. Particularly when driven by gamified elements and dealers who are able to deliver promotional messaging throughout the event with calls to action.
The casino industry attracts a lot of flak from opponents to gambling, namely because of the potential harm to vulnerable players. How does PlayVegas.io address that?
Chasing losses is the biggest influence in uncontrolled gambling. However, as there is nothing to cash out at the end of our tournaments, we see many players ‘going for it’ purely for the thrill of it – knowing that any donations for additional chips has gone to a good cause.
This is a great opportunity for casino operators to generate valuable funds for charity – even if it does come directly out of the players’ pockets and not their own.
Can beginners and novices login and have fun on PlayVegas.io?
Absolutely – our user journey is designed to enable complete novices to enjoy live casino games with as few obstacles as possible. From registration, to navigation and understanding the games, we are continuously trying to make our events as inclusive as possible, no matter the level of experience or availability of budget.
Games are conducted in a professional, but much more relaxed and engaging manner than a regular live casino where dealers need to be more sensitive to players losing. We aren’t dealing with real money and therefore players do not take offence to our dealers joviality or become abusive in the chat. Our dealers are mainly native, English-speaking professionals with years of experience in London’s top casinos, although we do offer additional languages, too.
The dealers are trained to offer guidance and tips throughout the tournament as many participants from our corporate and charity events have never played before. We’re also creating an interactive tool which will offer varying levels of advice and strategy.
We’ve run many master classes for corporate clients where our dealers actively teach participants how to play – not just roulette and blackjack, but also poker and craps.
So PlayVegas.io is free to play, is that correct? Similar to the poker industry, we offer Freeroll tournaments which can be used as an acquisition tool to bring in new players or cross sell live casino games to players that are curious, but have misconceptions that the games are complicated or out of their budget. In these cases, the client pays for the event and the player participates for free. The client can set the entry requirements – whether it’s to make a qualifying deposit on their site or have the tournament restricted to players from a particular geo, we can create it entirely to requirements. Our charity events have an entry fee which is a donation that goes straight to the charity.
Live dealers are costly, especially if they are not always busy, so how does PlayVegas.io overcome that burden?
Put simply, we do not operate 24 hours a day and never have any downtime. We operate on a booking and sponsorship model, so clients only pay for the time they require. This ensures the time is used most effectively and by having a set start and finish time, is more likely to drive players to make the time to participate.
If a client requires a one-off event between 19:0021:00 CET on a Wednesday, we have it covered. Equally, if a client is targeting South America and requires geo-restricted daily tournaments at localized peak time, we also have that covered.
The two games are blackjack and roulette?
We currently offer the two main games that players instantly think of when mentioning live casino games – roulette and blackjack. We also have a three-dice sic bo variant which clients can include in their tournaments. but most prefer to maximize their time with the two most popular live casino games.
We’re working on enhanced odds variations of both games and game shows are very popular right now, so we’re planning to move in that direction, too. As we are not a real-money gaming product, there’s no regulation or certification required, meaning we can create concepts to test the market. So nothing is offlimits.
What are the main goals for PlayVegas.io over the next 12 months?
We’re aiming to firmly establish ourselves as the freeto-play, live casino provider for operators to use as part of their entire marketing strategy. We’re confident operators will see a positive ROI with each campaign when delivered correctly.
There are no lengthy contracts or integration required, so operators can test the effectiveness of a free-to-play live casino tournament with minimum commitment.
We have the capacity to bring new games to market in a swift manner and are working on some real wacky ideas, so watch this space.
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TA Changing Landscape
The key to reviving affordable and creative game development.
he landscape of game development has undergone significant changes in recent years, with rising costs and extended timelines making it increasingly challenging for developers to create innovative and engaging titles. As budgets soar and risks multiply, the dream of bringing unique game concepts to life often feels like a gamble. However, generative AI emerges as a transformative solution, offering a pathway to revitalize affordable and creative game development. By harnessing the power of AI, developers can streamline production processes, reduce costs and unleash new levels of creativity.
We will explore the key steps to effectively integrate generative AI into game development. These steps not only promise to lower financial barriers but also facilitate a more dynamic and imaginative approach to creating games. As we delve into these strategies, we will highlight the potential of generative AI to empower developers, allowing them to focus on what truly matters: Crafting unforgettable gaming experiences that resonate with players worldwide. Join us as we uncover how this cutting-edge technology can help revive the spirit of innovation in the gaming industry.
Understanding AI's Role in Modern Game Development
To effectively leverage generative AI in game development, it’s crucial to first understand the capabilities and limitations of AI technologies today. Not every aspect of game creation can be automated or enhanced by AI, but several innovative applications can significantly streamline the process and enhance creativity.
One of the most promising areas for AI integration is in storytelling. Utilizing large language models (LLMs), developers can generate compelling narratives,
By Raymond Chan
character dialogues and quest lines with remarkable efficiency. These models can analyze existing story structures and player preferences to create engaging plots that resonate with diverse audiences. By automating the writing process to some extent, developers can focus on refining the narrative and ensuring it aligns with the overall vision of the game. Another exciting application of AI in game development is in the creation of immersive environments. Motion models, like those developed by Sora, can be employed to generate intricate backgrounds and animations. These models can
analyze real-world motion data and replicate it within the game, resulting in fluid and realistic animations that enhance player immersion. By reducing the time and resources needed to design complex visual elements, developers can allocate more effort toward gameplay mechanics and player interaction.
Moreover, image-recognition AI can introduce interactive features that enhance the gaming experience. By recognizing player actions and adapting the game environment accordingly, this technology can create dynamic interactions that feel more personalized and engaging. For instance, a game could utilize image recognition to identify objects in the real world, allowing players to interact with their surroundings in novel ways. This not only enriches gameplay but also bridges the gap between the virtual and physical worlds.
The Financial Impact of AI on Game Development
Integrating AI into game development has the potential to significantly lower costs, which in turn can foster greater creativity among developers. The reasoning is straightforward: When financial risks are minimized, developers feel more empowered to experiment with innovative ideas. This willingness to take risks is crucial in an industry that has become increasingly homogeneous, with many games following familiar formulas. As developers embrace AI, they can receive feedback more frequently, allowing them to iterate on their ideas and refine their creations in real-time.
So how can AI substantially reduce development costs? First and foremost, it streamlines the time spent on various tasks. By automating repetitive processes, such as story generation or environmental design, developers can focus their efforts on more complex and creative aspects of game design. This efficiency not only shortens development timelines but also allows teams to allocate resources more strategically.
Additionally, the role of junior developers can be reimagined with the introduction of AI tools. Traditionally, more experienced developers have been tasked with high-stakes elements of game design. However, with AI applications in the hands of less-experienced team members, junior developers can contribute meaningfully to projects. These new tools empower them to execute tasks that might have required advanced expertise in the past, often yielding
ABOUT RAYMOND CHAN
Raymond is a software engineer by profession with a track record in corporate innovation and entrepreneurship. He co-founded two prosperous startups, TGG Interactive and Global Gaming Group in Asia, where he served as director and CEO to lead the customer intelligence and electronic gaming businesses from 2007 to 2018. Earlier in his career, Raymond was a founding member of the business intelligence team at E*TRADE from Morgan Stanley and played a pivotal role in designing the TiVo customer intelligence system in Silicon Valley.
surprising results. This shift not only lowers labor costs but also fosters a culture of collaboration and innovation within development teams.
Another significant area of cost reduction is in quality assurance (QA). AI-driven testing tools can evaluate playability and identify bugs much faster than traditional methods. By automating play-testing, developers can gather data on user experience and game stability without the extensive manpower typically required. This further reduces costs and accelerates the feedback loop, allowing developers to make necessary adjustments before launch.
Ultimately, while the goal of integrating AI is to lower costs, it should not come at the expense of quality. Instead, the focus should remain on enhancing creativity and innovation in game development. By embracing AI’s capabilities, developers can break free from the constraints of traditional methods and produce unique, engaging titles that stand out in a crowded marketplace.
