Canadian Gaming Business May 2008

Canada's Premier Gaming Industry Magazine

Vol. 2 No. 5

May 2008

2008 Gaming Summit Show Issue

Emerging Trends in Food & Beverage Inside: Beyond Ticket-In/ Ticket-Out The Canadian Gaming Industry Award for Volunteerism and Community Service Looking Beyond Problem Gambling Prevalence Research Special Supplement: Canadian Gaming Lawyer

May 2008

Volume 2 Number 5

Publisher

Chuck Nervick

chuckn@mediaedge.ca 416-512-8186 ext. 227

Editor

Shayne Stephens

shaynes@mediaedge.ca

Advertising Sales

Philip Soltys

philips@mediaedge.ca

Senior Designer

Annette Carlucci

annettec@mediaedge.ca

Designer

Ian Clarke

ianc@mediaedge.ca

Circulation Manager

Julie Shreve

julies@mediaedge.ca

Canadian Gaming Lawyer Editor:

Lucie Grys

Proudly owned and published by:

President Kevin Brown

President & CEO Bill Rutsey

kevinb@mediaedge.ca

wrutsey@canadiangaming.ca

Vice President, Strategic Development Chuck Nervick

Vice President, Public Affairs Paul Burns

chuckn@mediaedge.ca

pburns@canadiangaming.ca

Canadian Gaming Business is published five times a year as a joint venture between MediaEdge Communications and The Canadian Gaming Association For advertising information, Contact Chuck Nervick 416-512-8186 ext. 227 chuckn@mediaedge.ca

For editorial information, Contact Shayne Stephens 866-216-0860 ext. 264 shaynes@mediaedge.ca

Copyright 2008 Canada Post Canadian Publications Mail Sales Product Agreement No. 40063056 ISSN 1911-2378 Guest editorials or columns do not necessarily reflect the opinion of Canadian Gaming Business magazine's advisory board or staff. No part of this issue may be reproduced by any mechanical, photographic or electronic process without written permission by the publisher. Subscription rates: Canada $44.94 per year, $80.79 two years. All rates are payable in Canadian Funds only.

Postmaster send address changes to: Canadian Gaming Business Magazine 5255 Yonge Street, Suite 1000, Toronto, Ontario M2N 6P4

contents 5

EDITOR’S NOTE

7

MESSAGE FROM CGA

10 THE CANADIAN GAMING INDUSTRY AWARD FOR VOLUNTEERISM AND COMMUNITY SERVICE Wendy Thompson and The Cares Foundation are recognized for their outstanding contributions to the community.

13 winds of change The bingo industry embraces change to keep the spirit of bingo alive.

14

CREATING THE ULTIMATE CASINO EXPERIENCE

Taking a look at the emerging trends in food and beverage.

19 BEYOND TICKET-IN / TICKET-OUT Most slot machines across Canada are already logging slot bets and payouts with ticketin/ticket-out, cash-less software and printer efficiency. What's next?

22

Branding Think evolution, not revolution.

25

THE CASINO OF THE IMMEDIATE FUTURE

Looking in unexpected places gives us a glimpse of what's to come.

29

DEALING WITH THE REAL ISSUE

Looking beyond problem gambling prevalence research.

30

GAMING PERSONALITY:

35

FACILITY FOCUS:

37

CHEF PROFILE:

38

LOTTERY AND GAMING CORPORATION HIGHLIGHTS

News from Atlantic Canada, Nova Scotia, Ontario and Quebec.

SPECIAL SUPPLEMENT: CANADIAN GAMING LAWYER

Kelly McDougald

Grey Eagle Casino & Bingo

Jean-Pierre Curtat

Volume 2 No. 5

Canada's Premier Gaming Industry Magazine

Vol. 2 No. 5

May 2008

2008 Gaming Summit Show Issue

Emerging Trends in Food & Beverage Inside: Beyond Ticket-In/ Ticket-Out The Canadian Gaming Industry Award for Volunteerism and Community Service

On the Cover Canadian casinos are fast becoming hot spots not only for gambling, but also for dining.

Looking Beyond Problem Gambling Prevalence Research Special Supplement: Canadian Gaming Lawyer

Official Publication of the Canadian Gaming Summit

Canadian Gaming Business | 3

editor'snote

Editorial Advisory Board Howard Blank, Vice President Media & Entertainment / Marketing & Promotions Great Canadian Gaming Corporation Lynn Cassidy, Executive Director Ontario Charitable Gaming Association Robin Drummond, Senior Director Spielo, GTECH Nick Eaves, President and Chief Operating Officer Woodbine Entertainment Group Art Frank, President Niagara Casinos Brian Fraser, Marketing Manager IGT Canada Jordan Gnat, President & Chief Executive Officer Boardwalk Gaming Muriel Grimble, Executive Director Gaming Products & Services Alberta Gaming & Liquor Commission Lyle Hall, Managing Director HLT Advisory Inc. Zane Hansen, President & Chief Executive Officer Saskatchewan Indian Gaming Authority Brad Johnson, Vice President Marketing Aristocrat Technologies Inc. Ron Kelly, Executive Vice President Arrow Games Michael Lipton, Q.C., Past President, International Masters of Gaming Law and Partner, Elkind & Lipton LLP Eric Luke Eric R. Luke and Associates Alan Lyman, Senior Regional Director Scientific Games Margaret McGee, Vice-President of Business Innovation Nova Scotia Gaming Corporation Jovica Perovic, Vice-President Operations, Gateway Casinos Michael Randall, Vice President Corporate Responsibility & Communications Atlantic Lottery Corporation George Sweny, Senior Vice President Lotteries OLG Monique Wilberg, Chief Operating Officer Gateway Casinos

Thanks for Attending the 12th Annual Canadian Gaming Summit!

As an editor, I understand completely that despite receiving and perhaps quickly thumbing through this issue of Canadian Gaming Business at the Summit, you probably won’t really read it until you’ve returned home, which isn’t necessarily a bad thing, but makes any sort of welcoming message pointless. Let me explain.

You see, on Tuesday, many of you will have spent the better part of the day dropping your signature “draws” and “fades” into the bunkers, water hazards and thick patches of fescue that litter the fairways of Club de l’Île de Montréal.

Of course, thanks to the forgiving rules of Texas Scramble, you’ll still manage to finish under par, which always sounds impressive in post-conference stories: “Summit was great, Jim. I came in seven under in the tournament.”

And for those not hitting links, your afternoon will have included a special keynote address from Allan Gregg, or day one of the Standardbred Wagering Conference. Later, you will have hooked up with your putt-happy peers for a little networking at the Musee d’art contemporain de Montréal. And let’s be honest you didn’t get much sleep…or time to read about the emerging food and beverage trends on page 14.

The following 48 hours will have seen

you feverishly jotting down notes during both the recently expanded Legal and Regulatory Program and Gary Loveman’s impressive and informative keynote address. You’ll have walked the tradeshow floor and maybe headed out for dinner with a few friends to take in a piece of Montréal.

Once again, it was late when you got back to your room, and while you made note to read the Ticket-In/Ticket Out story on page 19, there really wasn’t enough time to get into it.

And who could forget the Charitable Gaming Conference, the Canadian Association of Casino Security Directors Annual Meeting and the always memorable Canadian Gaming Awards Reception and Charity Gala at the Casino du Montréal?

Not you. Once again: late night. You never got around to the piece dealing with problem gambling prevalence research on page 27.

But that’s OK. You’re home now.

And while you’re excited for next year’s Summit, you finally have a chance to dig into this issue, which, of course, you were planning the whole time.

Sincerely, Shayne Stephens, Editor

E-mails to the Editor Policy Canadian Gaming Business welcomes e-mails to the editor. E-mails should include the name of the sender, business or professional affiliation, and city and province of the sender’s office or home. A phone number should be included for contact purposes; the phone number will not be published. We reserve the right to edit e-mails for purposes of brevity and clarity. Please email shaynes@mediaedge.ca

Canadian Gaming Business | 5

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What’s Wrong with Information?

By Bill Rutsey, President and CEO of the Canadian Gaming Association Whenever new information is produced about our industry an all too predictable and unnecessary conflict arises.

Just a few weeks ago we publicly released the first-ever national economic impact study of the Canadian gaming industry. We were inundated with media requests – television, radio and print. Everyone was surprised, perhaps astounded would not be too strong a word, to find that gaming is Canada’s biggest entertainment industry; is responsible for more than 267,000 jobs across the country and creates $29 billion in Gross Output.

All across the country, in large and small communities, the positive impacts of the industry are being felt. Spending in the industry goes directly back to Canadians in the form of pay cheques, construction in communities, and revenues for the programs and services and charities that we value.

Rick Duff, general manager of River Rock Casino in Richmond, summed it up best when he said: "What started for me as a very good job has turned into a fantastic career.”

After the report was released, we heard from independent experts like Atif Kubursi, a Doctor of Econometrics at McMaster who has studied the industry. He noted that the jobs and revenues generated by gaming are irrefutable and that this industry has played a significant role in turning around the fortunes of places like Niagara Falls.

We also heard from commentators like Rob Breakenridge, host of the World Tonight radio program in Calgary. In a letter to the Calgary Herald he said: “Given that a vast majority of Albertans and Canadians partake in some form of gambling, it's surprising that so few voices are willing to loudly speak up for that right.”

You would think that this is good news – and for the most part it was treated as such. However, we all know what the media likes best is conflict. They found and quoted those who felt honour-bound to treat the information as an affront, calling the study “a public relations move” and that it was “one-sided” because it didn’t include a calculation of “social costs.”

This type of response overlooks the facts that economic impact analyses for other industries (hospitality, automotive, forestry, retail, etc.) do not calculate social costs – nor are they called on to do so. Also, more to the point, there is no acceptable or proven methodology to measure such costs.

What really struck me was the adversarial nature of these responses, and the reaction that the information was somehow dangerous. I even observed on a radio talk show that I just didn’t understand that kind of reaction to what are facts.

There seems to be something inherently adversarial about information when it comes to gambling – it’s like good guys and bad guys in a debate.

This shouldn’t be the case. We all know the facts. Problem gamblers comprise approximately one per cent of the general population in Canada and around the world. The Canadian gaming industry contributes more to the promotion of responsible gaming than any other jurisdiction in the world.

Common sense dictates that no one would build a business plan targeting one per cent of the population.

Every day the industry walks the walk – operating businesses and developing products in a responsible way. What is needed is responsible research to determine how best to help these people.

The question really is, why are certain elements of the gaming research community becoming anti-gaming? We are all on the same side – wanting the kind of information that allows us to develop products that our customers want, to deliver them in the safest manner possible and to assist those who experience problems. I’m with Rodney King on this one – “Why can’t we all just get along?”

Canadian Gaming Business | 7

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Unbeatable service. Games with longer lives. Mathematics that keep players playing.

Together, these are the marks of the original. Perhaps it’s time to put the power of originality to work on your slot fl oor, too.

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The Canadian Gaming Industry Award for Volunteerism and Community Service

Wendy Thompson and The Cares Foundation are recognized for their outstanding contributions to the community The Canadian Gaming Awards Reception and Charity Gala has, since its inception twelve years ago, honored achievements in industry leadership and contribution. New to the awards program last year was the creation of an award for volunteerism and community service. Co-sponsored by the Canadian Gaming Association and the International Masters of Gaming Law, the award winners of the Canadian Gaming Industry Award for Volunteerism and Community Service serve as inspirations to both peers and newcomers to the gaming industry.

Wendy Thompson

10  |  May 2008

Nominations from many aspects of the gaming industry are welcomed each year. Both public and private sectors can be recognized, First Nations and charitable gaming volunteers, operators, suppliers or advisors can also be celebrated.

The Canadian Gaming Industry is contributing to the betterment of communities across Canada and the award for Volunteerism and Community Service recognizes unique individuals, groups or organization in the Canadian gaming industry that has demonstrated outstanding commitment to their community.

A long-time committed volunteer, promoting a worthy community cause or raising dollars

for an important local project are all examples of efforts the Canadian Gaming Industry wants to recognize.

Wendy Thompson of the Community Gaming Management Association in British Columbia and The Cares Foundation of Fallsview Casino Resort and Casino Niagara are being celebrated this year for their incredible impact on the lives of others.

Awards that give recognition for volunteerism and community outreach help to inspire other people to do their best and set standards for others to try to match, or even exceed. Celebrating and recognizing people and organizations that have far exceeded expectations not only builds

strategy to transform Bingos to Community Gaming Centres, a re-invention of a dying industry that is proving highly profitable and popular. Wendy continues to be a powerful spokesperson for bingo and community gaming in the province and a skilled executive in pursuing the business interests of Planet Bingo (operated by the Community Gaming Management Association, representing over 100 Vancouver charities). Since its inception, Planet Bingo has helped to create over $100 million in proceeds for charitable works in the Vancouver area.”

“I strongly believe in community. It is the essence of our society,” Thompson stresses.

Upon hearing that she had been recognized by her peers with this award, she said she was grateful for the partnership of the British Columbia Lottery Corporation and remarked that the future is very positive.

Wendy Thompson’s approach to her career From left to right: Drew Chamberlain, Chief Financial Officer, Greg Medulun, Director of Communications, is much the same as her approach to life. “Join Bruce Caughill, Vice President of Legal and Administration and Chief Compliance Officer, Steve Wolstenholme, Vice President of Operations and Art Frank, President of Niagara Casinos anything and everything. Be a volunteer, become a donor, join your kids PTA. degree in Business Administration, to morale, but can also change how people There is a desperate need for leaders in the a bingo operator, to Co-Chair of the think. By becoming involved in an industry community and step forward and be a part,” Bingo Council of British Columbia that can give back so much to so many, the she encourages.

(B CB C). In 1996, she was asked by gaming industry can act as a foundation for As Thompson continues her positive vision the Community Gaming Management the many positive changes that can occur at and relentless support to give to charities Association to become the Executive the community level. through CGMA, she is facing another personal Director and General Manager, “and I In honoring both Wendy Thompson and challenge of her own. On a donor list for a have never looked back,” she says.

The Cares Foundation at this year’s Awards lung transplant, she wants to shed light on the Serving the community is integral to gala, word about their hard work will indeed importance of signing donor cards. “By signing Thompson’s outlook. As someone who has spread. It is hoped that other individuals your card and agreeing to be a donor, you will experienced the support of various organizations and companies can also embrace the spirit extend the lives of seven to eight people who in her own life, she is driven by passion to help of their efforts and make a greater impact would normally not have any hope.” others. Her tireless assistance and dedication to on the communities that they serve. What Hope is what it is all about for Wendy enriching the lives of others is commendable. could possibly be more inspiring to the Thompson.

By contributing over $100-million Through her own experiences as a mother to industry than having the power to change to charitable organizations over the span of her disabled children and after suffering the loss lives and enable others? impressive career and impacting the lives of of a child, her commitment to raise funds to Wendy Thompson Awarded The so many, one can’t help but be touched by the help others comes truly from the heart. “After Canadian Gaming Industry Award for power of one woman who dared to believe in a long, long hard day, it’s worth knowing that a Volunteerism and Community Service her community. child is getting a wheelchair, a cochlear implant For over 25 years, Wendy Thompson has The Cares Foundation Awarded the to hear their mother’s voice for the first time provided leadership in the gaming industry, Canadian Gaming Industry Award for or providing comfort to someone who has served her community and has given back Volunteerism and Community Service recently lost a spouse,” is motivation enough. to over 6,000 charities throughout the The Cares Foundation of Fallsview Casino In charge of British Columbia's largest course of her career.

Resort and Casino Niagara gave $1-million bingo facility with over $17-million in annual Her career has led her in many to worthy, not-for-profit causes last year. The revenues, Thompson has worked as a supporter interesting directions. Always with an Niagara Casinos have always been engaged in and advocate in government relations. eye to improve and implement new a community-giving program to not-for-profit Marsha Walden, Vice President of Bingo systems and ideas, she has helped organizations. When Casino Niagara opened and Community Gaming with the BCLC, and revolutionize charitable giving in the its doors in 1996, an unofficial communitynominator of Wendy Thompson, states: province of British Columbia. Her giving program was in place. Four years later, “She has been a thought-leader for the professional career has grown from in May of 2000, the official Cares Foundation B.C. industry in support of BCLC's new being a professional fundraiser with a Canadian Gaming Business | 11

was born. With a mandate reaching from Fort Erie to Grimsby and touching 405,000 people, the $1-million annual donation impacts many lives.

“The Cares Foundation operates with four basic pillars of giving: healthcare, education, arts and culture and social services. Last year, the foundation gave a record-breaking donation of more than $300,000 to the United Way, thanks to an ambitious staff fundraising campaign that topped $183,000 and corporate contributions of more than $117,000. “The model of giving is unique,” notes Greg Medulun, Director of Communications, Niagara Casinos, “we are able to marshal the casino staff ’s energy and passion to make an impact. Our employees circle the dates of special events in their calendars and do what they can to make a difference.” The symbiotic relationship is a success and casino employees often present worthy causes in need of funding to the attention of the Cares committee. The spirit of giving not only helps worthy causes, but also serves to build and maintain high staff morale.

The $1-million sum is accounted for in every annual budget and will continue.

Tanya Nixon, Unit Manager of the Canadian Cancer Society, Niagara Unit, notes: “The Cares Foundation began its relationship with the Niagara Unit of the Canadian Cancer Society in 2000 when they saw a need for a client/patient resource room at the newly formed unit office. They made a very generous donation of $100,000 to fund the development of that room. When that donation was made, the associates of the casino (then Casino Niagara) made their wish to be involved with the Canadian Cancer Society known. In December of 2000, knowing that the casino associates wished to become more involved, The Cares Foundation was approached to be the lead, or event sponsor of the first Relay For Life event in Niagara. That event was held in June of 2001 and the casino associates, with The Cares Foundation offering direction and support, made up close to half the participants of the event. Since that time, the foundation has been instrumental in helping the Canadian Cancer Society Relay For Life become part of the employee culture.”

Many of the core programs will continue to receive funding in 2008 and Medulun

encourages others to submit applications for consideration. “The process is quite simple,” he notes. The Cares committee meets and reviews applications every six weeks. Factors such as the intent of each project and the number of people the donation will impact are factored in to the decision making process.

Submitting a comprehensive budget is also a critical element. Once the committee reviews all of the fundamentals, a decision is reached.

Medulun, who fields, processes and provides preliminary recommendations to The Cares Foundation committee as part of his Director of Communications role, says emphatically, “without question, this is the best part of my position and it is extremely gratifying.” However, as the reputation of the foundation has grown, and there are now more applications than ever, it can be an eyeopening experience to see how many people and not-for-profit organizations need help.

He encourages other casinos to establish foundations and reach out, and in his own words, “the more you give back the better it is for the community.”

A Winning Philosophy.

The fundamental goal of the Canadian Gaming Association is to create balance in the public dialogue about gaming in Canada.

Our members are the largest and most established gaming operators, suppliers and gaming equipment manufacturers in Canada, including provincial lottery corporations, casino and race track operators, and makers of slot machines and other related equipment.

Our mandate is to create a better understanding of the gaming industry through education and advocacy. Visit our web site at www.canadiangaming.ca and find out more about who we are and what a CGA membership can do for you.

www.canadiangaming.ca

12 | May 2008

The Winds of Change

by Shannon Larsen

The Bingo Industry has gone though many transformations over the decades and continues to evolve through the relentless pursuit of keeping the spirit of Bingo alive.

There are many new and important tools that can assist in a bingo hall’s success. Electronic bingo, hall design, and customer service are only a few of the ingredients, but combined, make all the difference in the world.

Recently, many of the provinces have taken part in new methods of attracting and retaining players and countless have gone through many transformations in an effort to sustain and grow the industry.

Electronic Bingo is one of the core components in the evolution and is paving the way to even greater things to come. The technological age is upon us and every country in the world is jumping on the bandwagon to drive business through electronic innovation, as well as increase entertainment value. Electronic Bingo is fast, exciting, commands player’s attention, encourages younger players to join the fun, and undoubtedly grows revenues.

Each Province in Canada has interpreted the Criminal Code and has written their own unique rules accordingly, as well as individually governing styles of game play, the type of equipment used, types of allowable games, and in some cases, have allowed for cutting edge technology that includes electronic personal verifiers, personal play games, video pull tabs, VLT’s, and video flashboards.

Some provinces are seeing opportunities outside the traditional models and are challenging the way Bingo is operated. They are transforming traditional style Bingo establishments into full- fledged entertainment centers with separate lounges for families,

exclusive services and VIP areas, dedicated sections with music and other forms of live entertainment and gourmet cafeterias. A restructure of the floor plan from a traditional, mundane row by row seating arrangement is now playing host to “S” curve isles with pentagonal tables and comfy booths in some locations, while others offer elevated concert style stages and split-level seating. The restructuring of the typical facility is opening the doors to a much younger demographic, as well as couples and groups who visit an establishment to have a good time and play a little Bingo.

Although electronic bingo and entertainment style facilities are helping, another very important factor to successful bingo operations is Customer Service. A friendly greeter at the door to make sure the customers are always comfortable and their needs are constantly met is vital to any successful Bingo hall.

Knowledgeable staff to explain upcoming agendas, a professional uniform and demeanor, and of course a smile, all enhance the customers experience. There are many ways to service your customers and show them they are appreciated. Wish them a happy birthday if they patronize your hall on that special day, offer player incentives and rewards if they are regulars and loyal, and have an appreciation night with special discounts for your most values guests. And most important, encourage your patrons to have some fun! Follow this simple approach and you not only will keep your existing customers satisfied, but they will

spread the word to their friends, family, and even a stranger, which in turn translates into new faces for your establishment.

Take it one step further and survey your customers so you can do your own analysis of what works and what doesn’t work at your location.

Leading the way in promoting and encouraging successful changes are organizations like the OLGC, BCLC, AGLC, SBQ and many bingo hall establishments across the entire country who see the evolution as a positive contributor to the charity environment.

Both the commercial and charitable bingo halls are getting creative with new and exciting hall themes and unique games, and are now providing stellar customer service to enhance the player experience.

The provincial governments are opening the doors to the spirit of competition and are working closely with manufacturer groups, hall operators, and charitable bingo associations all across the lands to sustain and grow the Bingo market.

Our hats are off to all the enablers who take a leap of faith with fresh ideas and new concepts and come out victorious to help an entire industry thrive in times of change.

Shannon Larsen is a 3rd Rock Gaming Consultant and can be reached at 1 (585) 298-7299 or email slarsen@3rdrockgaming.com web www.3rdrockgaming.com Canadian Gaming Business | 13

Creating the Ultimate Casino Experience Taking a look at the emerging trends of food and beverage

By Lucie Grys

Canadian casinos are fast becoming hot spots not only for gaming, but also for dining, drinking, shopping, relaxing and enjoying a sports event or a concert. Morphing into worldclass resorts, the number of amenities involving the food and beverage sector has exploded in recent years – and continues to grow steadily.

In Las Vegas, the ratio of gaming to nongaming activities has reached 40:60. As celebrity chefs take centre stage and hotels and resorts continue to expand, Vegas is not only the epicentre of gaming, but a true entertainment destination. In Canada, while growing steadily, the ratio is not nearly as high.

In spite of the difference, Canadian casino resorts are committed to delivering the very best experience for their clients. Whether offering exotic tastes on a fine-dining menu or building a hopping niteclub, experts in the food and beverage industry know their clientele and market non-gaming activities to fit their needs.

Many casinos are undergoing multimillion dollar expansions. Casino Windsor, for example, will soon become Caesars Windsor. Along with the name change and rebrand, a monumental construction project costing upwards of $400-million is nearing completion. A new 369-room hotel tower, a retractable 5,000-seat entertainment centre which can be transformed into a 39,500-square foot exhibition hall, and 100,000 square feet of convention space has radically altered the food and beverage facilities and will set a new standard for resort destinations.

Coasting on the Vegas model and adding major hotel and convention facilities, Brian Munson, Vice President, Resort Operations

who oversees the food and beverage facilities says, “we are rebranding to be a part of the Caesars culture in Las Vegas and Atlantic City.” Neros Gourmet Steakhouse, a signature Caesars Palace dining favourite in Las Vegas, opened at Windsor last year. The steak and seafood menu, along with the 200-label wine list certainly impresses. Visitors want that additional "wow" factor when they visit a casino and Caesars Windsor does not disappoint.

Another emerging trend from casino culture south of the border is the move to more interactive and individualized cooking stations.

The Market Buffet, which can accommodate 650 covers in one sitting, invites guests to be a part of their dining experience while they watch chefs prepare their meals to order. “Everything is cooked fresh and 90 per cent of the food is made right in front of the guests,” remarks Munson. Not only does the gaming floor offer a spectacle, but now the dining experience can be just as entertaining, a trend that other casino dining facilities are also embracing.

The Artist Café at Windsor also takes advantage of the direction of open kitchens.

The European bistro offers 24-hour service and taps into the emerging trend to showcase local wines and art. In contrast, Legends Sports Bar televises sporting events and multi-sport wagering along with a wide array of menu

selections. “70 per cent of our visitors come from the U.S.,” remarks Munson. Knowing your audience and catering to them, pays off not only on the gaming floor, but also in the restaurants and bars.

Fallsview Casino Resort in Niagara Falls is also undergoing an expansion, as well as re-positioning its fine dining and casual eateries. “Food is our top amenity to support gaming although we don’t operate a traditional food and beverage profit margin,” says Steven Chase, Executive Director of Food and Beverage at Fallsview.

Catering to the discerning needs of the gamers is a main focus for the casino resort.

Two new major projects include a 100 per cent authentic Cantonese restaurant with Cantonese speaking staff and a world-class Italian restaurant called Ponte Vecchio. “The two biggest ethnic origins in the Greater Toronto Area are Cantonese and Italian and we need to cater to our clientele,” Chase remarks.

17 Noir, the high-end dining space and signature restaurant is moving into a steak and seafood type of menu. “We recently added Kobe beef from Australia, America and Japan and it’s become the top seller in only a couple of weeks,” notes Chase.

The trend in the States revolves around the celebrity chef whereas in Canada and Canadian Gaming Business | 15

at Fallsview, diners want the focus to be on the food, not necessarily the fame. As an entertainment destination, Fallsview has no trouble filling seats at its dining facilities which helps explain its dining facility expansion.

Across the board, the buffet has evolved into an iconic casino element. “It’s an important feature in the gaming industry.

People want to get in and eat quickly, but they also want good food quality,” says Chase. “Every level of player eats at the buffet and we can do 5000 covers a day.”

While it might be a lost leader in terms of revenue, “we aren’t in the food market, we are in the gaming industry,” he notes. “Vegas reinvents itself frequently and gone are the days of the all you can eat $5.99 buffer. Our goal is to break even in food and beverage and we are working around that mark.”

When looking at drinking trends, healthy, 16 | May 2008

fresh juices and energy drinks top the charts.

Building niteclubs and lounges to cater to gamers and to those who just want a night out has been a major direction for casinos and casino resorts. “Even the best gamers need a break away from the floor,” says Chase. Serving premium liquor, having live music, and kicking back in a soft seat refreshes patrons.

Spa facilities also recharge patrons and the spa at Fallsview is doubling its original size because of growing demand for high-end treatments.

Using focus groups and inviting loyal players for the input also helps casinos deliver quality services and food to their customers. “At Ponte Vecchio and 17 Noir, the staff will never say "no". It’s not about the celebrity chef. We’re all about the food and the service to create the best experience for the visitor,” Chase remarks.

Catering to what the visitor wants has also

impacted recent changes at Casino Rama.

Despite being located in a rural area, they serve over 3.5 million patrons a year in their restaurants. “We cross every demographic, every economic background and every ethnicity,” says Steven Yates, Executive Director of Food and Beverage. “We have a major capacity issue and are opening a new 200-seat restaurant and bar in June called Cedar.” Inspired by the good food revolution, chefs will create meals that are familiar with patrons in a sleek environment.

The patrons at Rama enjoy casual dining menu options in more upscale surroundings.

As with Windsor, Rama is embracing the chef station concept and the kitchen and chefs will be more interactive with a la minute cooking.

Another component to be added is a Vegasinspired interactive bar in the centre of the gaming floor. “We want to create an atmosphere of fun and give customers new experiences,” adds Yates.

While demand for high-end dining might not be as high, Rama is catching on to the trend for sharing platters, dessert tastings, wine flights and sourcing local produces. While thought has been given to doing more celebrity chef events, they have opted not to and have chosen to focus on food, much like other gaming facilities. The challenge now is to expand the hotel facilities and banquet areas. Having only opened 12 years ago, the demand is strong and strategic planning for expansion is key to many casinos such as Casino Rama.

River Cree Resort operates on a much smaller scale than counterparts in Ontario.

Casinos don’t typically have the resort cache in Alberta, but River Cree Resort is one of the first. Having partnered with the adjoining Marriott Hotel, they have successfully created a resort atmosphere. Add in a major convention centre and two NHL-size hockey rinks, catering to the whole experience for a certain market is what River Cree Resort does well.

“Gamers are still looking for value for their dollar and are asking for more options,” notes Lee Brown, Food and Beverage Director.

Some guests are coming to the resort to enjoy dining first and foremost with gaming as a secondary activity. “We are actually trying to build on the fine dining aspect at the restaurant, Sage. We serve Kobe beef, fresh seafood, have a raw bar…opening people’s eyes to new tastes is part of the education.”

Customers have become more discerning in quality and presentation and it’s not the grab and go concept it used to be. As the

“

In Las Vegas, the ratio of gaming to non-gaming activities has reached 40:60

first casino resort to offer bottle service, the influence of Vegas is subtle. A major bar on the gaming floor offers a lounge with plans for live entertainment and comfortable seating. Even the sports bar has healthier options and isn’t just about deep-fried foods.

While expansion plans related to food and beverage aren’t on the horizon and any expansions are gaming related, consumer demand might just impact River Cree Resort, as it has many others.

The gaming facilities operated by Manitoba Lotteries Corporation have also recently undergone an expansion. Last year, a 400-seat dance club was added at Club Regent Casino.

Called Jaguars, it is a well-known destination for dining and dancing. “The Winnipeg market is very focused on fresh, tasty, home-style foods like roast beef,” says Robert Magnifico, Executive Director of Manitoba Lotteries.

Speed is a critical element and service and quality must be above average for both gaming and non-gaming customers. Approximately 90

Hospitality

per cent of food is served buffet-style and 10 per cent is a la carte. “Food and beverage have taken a prominent role and they are no longer a lost leader with us. Entertainment is a complement to the gaming industry,” he notes.

Some of the recent trends that customers have been asking for are healthier, fresher and greener options available through their national suppliers. The food and beverage team is also working with many local providers and bringing in local products like meats and cheeses to get the freshest product possible.

Over the course of the next few weeks, the casinos operated through MLC will be upgrading all of their liquor to premium brands.

“The Food and Beverage team felt that serving premium liquors was perceived as better value by the customers. It also gives customers some appreciation of their business without the extra cost,” remarks Magnifico.

Plans are also being discussed to expand and redevelop a section of McPhillips Street Station Casino into an entertainment centre including

Leisure

”

a food and beverage component. Magnifico sums it up well, “food and beverage is a fun and very living type of experience. Our goal is to keep it as alive as possible and keep people coming back.”

Knowing your audience and customer base is imperative when factoring in multi-million dollar expansion plans. Just because a concept such as celebrity chefs is popular in Las Vegas, does not necessarily mean it will be successful in Canada. Evolving with current trends and adapting them to suit the needs of patrons, whether it is serving Kobe beef, local produce, Canadian wines or interactive meal preparation is what sells. Creating a complete experience paralleled with impeccable service continues to draw visitors. Non-gaming amenities like restaurants, nightclubs, lounges, spas, retail outlets, concerts and sporting events makes casino resorts true entertainment destinations for both the serious gamer and for those just out on the town.

Tourism

Lyle Hall and Robert Scarpelli have been providing consulting and advisory services to the Canadian and International hospitality, leisure and tourism industries for over 15 years.

Areas of specialization: Gaming Lodging Attractions

Travel and Tourism Public Assembly Venues Recreation and Sports

HLT Advisory Inc. 384 Adelaide St. W. Suite 200 Toronto, ON M5V 1R7 (416) 924-7737 www.hlta.ca Please contact us: lylehall@hlta.ca robertscarpelli@hlta.ca Canadian Gaming Business | 17

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Beyond Ticket-In Ticket-Out Most slot machines across Canada are already logging slot bets and payouts with ticket-in/ticketout, cash-less software and printer efficiency.

What’s next?

By Albert Warson

Slot machines that swallowed and disgorged coins have always been popular, but in their previous coins-in, coins-out incarnation weren’t such great fun for the more impatient players or casino operators who watch costs very closely.

As Ed Rogich, vice-president, marketing, International Game Technology (IGT) Reno, puts it: “With the introduction of video slot machines and multi-line wagering - up to nine pay lines and 45-coin game nickel games, for example - a nickel hopper could get drained so fast paying out jackpots. It slowed down the action so much that there were huge issues of servicing customers and down time on machines.”

Coin refills after a jackpot payout could take anywhere from ten minutes to half-an-hour on busy Friday nights, for example. It not only reduced play time, but players anxious to return to the machines had to find others or wait until hoppers were refilled. It became worse, with video slots’ moving up to 100 pay lines, causing even more delay and more frequent maintenance due to heavy use.

“The answer came in the form of a voucher/ticket (TITO), without sacrificing the noises – the software activates a tape recording – which filled the void of purely quiet transactions,” Rogich says.

“Tickets allow operators to pay in odd amounts, down to the last pennies. It is also more convenient for players. Now all operators have to worry about is replacing paper rolls and printer [ink cartridges],” he adds.

“Slot players came to like it because they could print out a ticket, move to another machine with it, take it home and bring it back for another session,” he says. “If it won a jackpot, the player could continue with the same ticket, or put in another bill for another denomination on another ticket.”

Canadian Gaming Business | 19

The winning ticket is verified by a casino employee passing an electronic wand over the imprinted bar code.

Coins-in and coins-out was another nuisance for operators because they had to buy coins from the bank, deposit them in casino cages, weigh them, account for them, sell them to players and buy them back in exchange for bills. Tickets don’t need weigh scales. Nor do players have to buy buckets or racks with coins at a cage and lug them back on a win.

Players also don’t have to fret about payment. Cash credits are printed on the ticket and backed up on the casino system so that there is no doubt about a legitimate payout. Nobody can counterfeit them because only authentic ones and their payouts are recorded. Casino operators can also program a slot to pay partly in coins and the rest as another ticket, if players prefer that combination.

To what extent do casino operators benefit financially from a TITO machine, compared to the coin version? Rogich can’t offer an exact figure because of “variables”, but says he has heard from operators that it can range from 10 to 30 per cent in operational efficiencies and improved revenues.

Rogich says smart card technology hasn’t yet surfaced in North America, except under quite limited circumstances, although it has been installed in some European casinos. “It’s like a debit card, only the owner has an account with the casino, not a bank,” he says.

What happened to the replaced coinoperated slots with pull-down handles or video screens? They were scrapped as they turned up on casino replacement cycle lists.

Some are still in use because some operators couldn’t afford a mass modification of their old machines, or for that matter, the cost of new TITO machines. Modifying the old slots is difficult because the printers have to be embedded and the cash acceptor boxes expanded to accept more bills.

Some casinos offer a few for the sake of nostalgia. Most have over the years been replaced by TITO machines and hundreds of thousands, perhaps more, of old ones were crushed or sold to people for use at home.

TITO wasn’t such a wild success at first, says Art Frank, president, Niagara Casinos,

Niagara Falls, ON. “Everybody was afraid to go to TITO in the early days, because patrons wanted to hear the coins hit the hopper. They wanted the feel and smell of the money.”

“But the vast majority of them quickly came to enjoy the ease of TITO-enabled slots, getting payment in a printed form and using a ticket to put money into the machine, which is cleaner and quicker.

They don’t have to drag around a bucket of coins, their hands aren’t dirtied and machines still make the noises and sounds, so the delight level is still there.”

Niagara Fallsview Casino and Resort opened four years ago with nothing but TITO slots (more than 3,000 are in place now) and the coin slots at the older Casino Niagara were modified to TITO versions, which took about two years to complete.

Slots are becoming much more popular, with increasingly higher revenues, Frank says. “Because the margins have become much higher in slots, we are able to reinvest more in the customer. TITO certainly had a part in increased slot revenues.”

And what might be on the slot horizon?

“The next revolution is going to be serverbased slots,” offers Frank. “A casino will buy a box that is compatible with several different kinds of gaming software, so operators can change individual games and a mix of games right on the floor by pushing a button.”

He continues: “Say it is a Saturday night and the casino has 10 “Price is Right” machines that are really busy and 10 others that aren’t. The operator can change the game and the denominations, to say more nickels, by the switch.”

It calls for video equipment and software to fit into the video box, but in time Frank says all the slots will be video run by a central server connected to all or most of the slots. This system is being tested further in Las Vegas but he doesn’t expect to see them in use in Canada for at least five years.

Rogich agrees the next major cycle of slot improvements will be a network environment to the floor, offering better capabilities of marketing to the players and to better improve customer service on the floor in that network environment.

John Letherby, a spokesman for the Ontario Lottery and Gaming Corporation

(OLGC), Toronto, which regulates all gaming in the province, says virtually all the slots installed in Ontario’s commercial casinos, charity casinos and race track slot facilities (13,053 of them) are newly acquired TITO-enabled or modified from the old coin system.

While server-based slots won’t be turning up any time soon in Canadian casinos and racetrack slot facilities, they are getting a rigorous testing in Nevada and will likely be installed in one or more of its casinos within a year.

They will be run from a central computer, which might lead some of the more cynical gamblers to wonder whether under those circumstances it could also be used to hijack a jackpot before the players realize it.

On the brighter side, casinos will be able to instantly switch playing modes to appeal to different players, and at different times of the week or day, from say nickel slots to quarter slots or more, depending on who is in the house.

One could say that if it’s good enough for MGM Mirage it should be good enough for Canada. The Las Vegas casino was the first to use TITO and quickly turned initial public dislike to acceptance. But that, of course, is up to provincial gaming regulators.

It might come as a surprise to people who don’t play slots that they accept pennies.

Club Regent Casino in Winnipeg, for example, has more than 800 TITO slot machines – more than 200 of them offer penny and two cent games.

Imagine carrying a bucket with $20 worth of pennies to a coin slot! It is also possible to do that at River Rock Casino in Richmond, B.C., where players are confronted by more than 300 multi–denominational coins-less machines – from a penny, two cents, nickels, dimes, quarters, dollars, or five dollars.

The casino offers a free BC Gold Card to earn points while patrons play the slots.

And once the player accumulates a certain number of points they can redeem them for cash. It’s one of the marketing programs that operators talk about when they speak of some of the overhead savings achieved by TITO. It’s also an incentive shoppers and travelers are quite familiar with. So instead of air miles or points applied to a flight, it’s a way of rewarding slot players for playing the odds.

Canadian Gaming Business | 21

Branding

Think evolution, not revolution What’s a little company to do?

Consistency

Experts everywhere are telling you the secrets of branding. They hold up shining examples like Apple, the iPod, Nike, Sony and Absolut vodka.

The trouble is, for most of us, the everyday reality is very different. The models put forward look great, but it doesn’t work in our lives. Those brands are backed by the kind of budgets most of us will never see. What then is a regular business to do?

Well, you play the hand we’re dealt.

And the good news is: it’s possible.

Results are what matters. And as sales guru Jeffrey Gittomer reminds us, results are what matter.

In today’s marketplace, brand makers and brand sellers seek to get their name or product emblazoned on the mind of the buyer and keep it there…permanently.

The problem rests with marketing and advertising people – they ’re not salespeople. They know everything in the world about exposure and branding, but jack about making the sale.

The power of marketing lies in being able to convert awareness and recognition into purchase.

Let’s explore branding for casinos and retailers who live by sales, yet still want to build a brand. Branding for marketers who need to be shrewd with their ad dollars, yet still want to leave a lasting impression. We’ll call it Brand Momentum. It suggests there is a place that will make the Gittomers of the world happy, and, sooner than you think, give you a valuable position in the marketplace.

There’s a lot being said and written about maintaining a consistent brand. While some consider it to be a straitjacket, others see it as a way to save time and money and apply hard and fast rules to their brand.

The truth is consistency is critical to branding. But it’s all wasted effort if you can’t make it work with the reality of your business. And careful thought must be put into where and how consistency is applied.

The Casino business seems to naturally want to fight with brand consistency.

It is wildly competitive both for share of the gaming profit pool and even more competitive with the share of the entertainment profit pool. This often causes reactive marketing and requires quick turnaround for promotions and advertising.

Add that to the fact that gamblers have a strong tendency to look for the newest and latest, the brightest and shiniest, and you create constant tension between the need for consistency and the need to be new. After all, a brand, especially entertainment brands like Casinos, need to excite audiences regularly.

22 | May 2008

Think momentum Where marketers and sales people often clash is on the notion of consistency. The marketer strives to keep a brand consistent, while a sales person is always looking for a new angle, new excitement. Both are trying to accomplish the same goal, but can end up fighting with each other. For sales to see the value in branding, we must move beyond the soft ideas, like colours and taglines, and into hard ideas.

Simply, you need to re-brand your view of branding.

Let’s look at what typically happens with a company over the course of a year. You start with big plans. Sales and marketing get together and make a plan. You point your big promotional machine in that direction. At that point, it’s pretty clear who you are and where you’re going.

Enjoy that moment, because what happens next is reality. The distractions start to show up: food and beverage have just introduced a new chef and want to get the word out; the entertainment lineup needs more promotion; The Casino is partnering with a local company to promote football; there’s a poker tournament; the Player’s Club has a membership drive.

And away you go.

At the end of the year, if you took the time to look back and see the sum of all your marketing, the picture would not look familiar. Not to you, your Food & Beverage person, and certainly not to the public.

So what the hell is a marketing director to do?

Now imagine branding in a completely different way. Not as a series of campaigns and promotions. Not as logos, taglines or a set of brand colours—in fact, let go of the word branding altogether. Let’s look at the one thing you really have going for you – and the one thing you need to get from point A to point B: momentum.

The principle of momentum Imagine your brand is a car. You need to move it. The first thing you need to do is pick a direction. So naturally, you put your marketing efforts behind the car and start

to push. In an ideal world, that’s branding. The car is the brand, and your marketing is the horsepower pushing it to its destination.

But there’s more than just marketing that adds horsepower: player relations, public relations, food & beverage, maybe an entertainment manager or Human Resources. If you are all pushing in the same direction it’s not going to take too long to get moving. Heck you could even turn a corner, go somewhere else…as long as you go together.

But we are getting way ahead of ourselves. Let’s start by picking a direction and pushing the car. First let’s find out where we are and where we want to go.

Step 1: Grow where you’re planted.

Find your philosophy It starts by answering the question, “What are you about?” Or as mom says: you gotta grow where you’re planted. You are what you are. If you can discover that and define it in a sexy way, you’re already ahead of the game.

Look for an active a philosophy. Not a weak tagline that says nothing, but rather something you can hang on the door and say; that’s what I’m here for.

For Casino Regina the active philosophy is Always Entertaining.

What do they do as a company? They entertain. From casino games, to restaurant and bar to the shows they present, they are always entertaining. What does a staff member do? He or she entertains, making sure the guests are enjoying themselves. It’s a statement something everyone in the organization can embrace.

“We’ve got it all” or “We’re the best”, type statements, common to so many sectors, do not resonate as true to anyone, except perhaps the sales staff who firmly believe they are best. But those statements are relative. Best casino in the city? It’s hard to build momentum with broad generic claims.

Simple, active statements like Seneca Niagara Casino’s The fun never stops, or Foxwoods Resort Casino’s The Wonder of It All are much more appealing. Harrah’s, for example, has one of the boldest forms of an active statement. It’s really an exclamation. It is highly emotionally charged and works on many levels. Harrah's, oh yeah!

The statement needs to be about the product.

What are you for?

Define it simply and boldly.

Next issue: falling in love with your brand and putting it into action.

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Canadian Gaming Business | 23

The Casino of the Immediate Future

Looking in unexpected places gives us a glimpse of what's to come

By Professor I. Nelson Rose

The casino of the future can be found today in unexpected places like Vietnam and Cambodia. It is not unusual for communist countries to have casinos, as gaming is a way to extract hard currency from tourists. I played at a casino at the top of the Hilton in Budapest in the 1980s, when Hungary was still part of the Soviet Bloc. At that time, all bets had to be made in German Deutschmarks

whereas in the Socialist Republic of Vietnam, bets are made in U.S. dollars.

Many countries as poor as the Kingdom of Cambodia have allowed casinos that are restricted to foreign tourists. The ones I have visited were in hotels in Siem Reap, near the famous ruins of Angkor Wat. In Hanoi or Ho Chin Min City, I didn't see any human dealers because the casinos Canadian Gaming Business  |  25

have the latest in gaming technology, which although there were no machines with includes innovative ways to get around actual reels and handles and the slots were the prohibition on table games. What is for players' cards, not coins. The casino of unusual is to see table games like roulette today has video games, linked to central and baccarat. In a majority of jurisdictions computers to allow instant auditing and in the world today, casinos are limited to slot market analysis. The slot machines of machines. tomorrow will be downloadable, allowing The sold-out gaming conference, G2E managers to change the appearance of their Asia, in Macau last June, was as much gaming devices with the press of a button. about computer technology as it was about Conventional table games will also gambling.

Most of the exhibit space was be At least four manufacturers Can Gaming Buss:Layout 1 4/14/08 11:19updated.

AM Page 1 devoted to conventional slot machines, were selling RFID (radio-frequency

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identification) gaming chips. Although these look and feel the same as conventional poker chips, each one contains a tiny transmitter that allows the casino to know exactly where the chip is at all times. When used at tables that are equipped with playing card readers, these can prevent most cheating and dealer errors.

Tied in with player loyalty cards, the casino can know as much about its table players as it now knows about its slot players.

The casino of the immediate future has gaming fusion with machines that allow patrons to play table games. Exhibitors displayed gaming devices for virtually every game found in western and Asian casinos: blackjack, poker, baccarat, sic bo and fan tan. There were at least a dozen manufacturers of automated roulette wheels. The technology ranged from simple to ingenious and linked video screens were most common. For example, each player at a Texas Hold 'Em table has their own video screen for their down cards and a larger screen in the centre for the community cards. A more sophisticated version allows a player to play using his BlackBerry or other such wireless device.

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Asian players have historically disliked slot machines. So, much thought has been put into how to make games ''real'' and yet automated. All of the roulette games had real spinning wheels and some had video cameras to allow players to actually see the ball drop into the slot.

To introduce Asian players to gaming devices, a Hong Kong company has developed the multi-station "LIVE Baccarat." There is a real human dealer dealing real paper cards and her image is projected on a large screen while players bet on their own video monitors. I saw 40 machines linked to one game in a casino in Macau and up to 100 patrons can play at one time in stadium-style seating.

The next step is to eliminate the player and cards. Blackjack with holographic dealers has been around for years but in the land of anime and manga, the dealers were animations. My favourite was the blue-eyed, cartoon blonde at the Wynne Macau who spoke perfect Cantonese on one screen, and perfect Mandarin on another.

A Taiwanese company took another route with its concept of the "Robot Casino." It has an automatic shuffler and

a cute robot arm that deals real paper cards. Everything is behind glass and the robot shows the cards to the baccarat players who are betting on terminals. I saw a simpler version in a Cambodian casino where the gaming device simply dealt cards face up.

Necessity, in the form of local laws, is the mother of invention. The law in Taiwan prohibits anyone from touching the gaming tools. As a result, bars use bingo ball blowers with 52 balls painted to look like playing cards to play baccarat. One might ask the question: Are these slot machines? Usually operators argue that they are, because table games are prohibited. However, at least three card clubs have convinced regulators in California that a video poker table is still poker, because players are playing against each other, not the machine.

Regulators are finding it difficult to keep up with these changes. Most jurisdictions don't have clear statutory definitions of what is allowed, let alone standards for testing these gaming devices. Private enterprise can act, and react, faster than government. So the independent Gaming Laboratories International is already

testing and certifying many of these inventions. Large, established gaming jurisdictions are more cautious. And the procedures for promulgating regulations can drag out the process.

In the past, states and nations looked to Las Vegas and Monte Carlo for their models of what a casino should look like. But if you want to see a casino of the immediate future today, you have to go to Vietnam.

NOTE: A month after I wrote this column, the New Jersey Casino Control Commission amended its regulations to let Atlantic City casinos try out electronic table games. The Commission said it approved the test of roulette and poker without human dealers in response to the gaming devices being put in racinos in Pennsylvania and Delaware.

Professor I Nelson Rose is recognized as one of the world's leading experts on gambling law.

His latest books INTERNET GAMING LAW and GAMING LAW: CASES AND MATERIALS, are available through his website, www.GAMBLINGANDTHELAW.com. He is a member of the IMGL.

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Canadian Gaming Business  |  27

Dealing with the Real Issue Looking Beyond Problem Gambling Prevalence Research

By Jamie Wiebe, ph.d., factz research

Beginning around the mid-1980’s numerous jurisdictions, primarily located throughout North America, began conducting problem gambling prevalence studies. To date, hundreds of problem gambling prevalence studies have been completed worldwide, and a number of districts have conducted multiple prevalence studies to compare and analyze trends over time. The research is intended to determine the extent of problem gambling in a particular jurisdiction, a sense of who is being affected, and direction for treatment and prevention initiatives.

So what have we learned from all of this research?

What follows is a summary of over 100 problem gambling prevalence studies, spanning more than 20 years of research worldwide.

Before we get started a brief overview of how problem gambling is measured is warranted.

Unfortunately, when one looks closely at the numerous problem gambling measures, it becomes apparent that there is no general consensus on what domains, variables, or specific items should be contained within them. That being said, many of the measures include questions that assess a behavioral dimension (e.g. chasing losses, impaired control) and a consequence dimension (e.g. financial, health). As well, the measurement instruments tend to place respondents on a continuum of gambling from nonproblems to severe problems.

As a specific example, let’s look at the Canadian Problem Gambling Index (CPGI) – a measure used in all recent prevalence studies conducted in Canada, as well as research worldwide (see side bar). The CPGI classifies respondents based on scores to nine items. Responses are totaled, and respondents are grouped as non-problem, at-risk, moderate problem and severe problem.

Canadian Gaming Business | 29

Despite variations in when a study was done, sample size or methodology of measurement, problem gambling rates consistently hover around one per cent.

It is important to note that this one per cent represents the most severe group.

Often research will report the percentage of gambling problems by combining two or more groups, such as moderate and severe in the case of the CPGI. The severe group, however, gambles at a much higher risk level, more often, for longer periods of time and experiences more extreme negative consequences repeatedly than any other

increase in problem gambling prevalence, followed by a plateau or decline in these rates over time. The reasons for such reductions have yet to be clearly delineated. Possible explanations include a novelty factor where regular gamblers decrease their level of play over time as their interest in newly available gambling activities is satisfied. Another explanation is the greater awareness of the risks associated with gambling.

So what do we know? While we certainly have improvements to be made in the area of conceptualizing problem gambling and measuring it accurately, it is extremely

CPGI item:

At risk Feel guilty about gambling 30.6% Chasing losses 31.8% Bet more than could afford 20.4% People criticized your gambling 8.4% Feel gambling has caused health problems 6.7% Feel that you have a problem with gambling 5.6% Need to gamble with larger amounts of money to get the same feeling of excitement 10.1% Feel your gambling has caused financial problems 3.8% Borrowing or selling things to gamble 4.0% (N) (408)

CPGI Levels Moderate problem Severe problem 53.5% 87.9% 51.7% 84.8% 36.2% 87.9% 33.8% 75.8% 31.5% 72.7% 30.3% 84.8% 22.4% 21.5% 9.7% (135)

57.6% 75.8% 54.5% (29)

Reference: Wiebe, J., Single, E. & Falkowski-Ham, A. (2001). Measuring Gambling and Problem Gambling in Ontario. Canadian Centre on Substance Abuse and Responsible Gambling Council.

individual. It is, therefore, important to examine this group separately.

Observations indicate that the introduction of new forms of gambling result in an initial severe problem gambling rates tend to be around1%witharangefrom0.4%to2.2% Prevalence Rate (%)

interesting that no matter when or where or how, severe rates are approximately one per cent. That is, one per cent of people suffer from distinctly extreme experiences of

gambling problems that impact their lives in significantly negative ways.

What we don’t know is what this means in terms of needs. Of the severe group, who needs treatment? Who wants treatment?

Who gets better on their own and how? What are the important factors involved in selfrecovery, or just in recovery? It is through prevalence research that important patterns have been observed and priority research areas defined. As the problem gambling field progresses, the questions of importance continue to evolve.

We know that there is a very large discrepancy between the percent of population with severe gambling problems and the number that seek treatment. It is true that many people get better by themselves.

Too often, however, successful self-diagnosis and self-recovery are the exceptions to the rule.

Interestingly, the 2007 Gallup's annual Values and Beliefs survey – which tracks American's public perceptions of the morality of many issues, found that 32 per cent viewed gambling as morally wrong. To put this in perspective, 27 per cent viewed the death penalty as morally wrong. Gambling is an activity in which a participant wagers a sum of money on a possible outcome within a given set of outcomes. The death penalty is killing a human being on behalf of a judicial state. The real shame in this isn't that more people think dice are worse than state-

rates tend to cluster around the 1% mark in the U.S.

Prevalence Rates Canada SOGS-R (1990s), PGSI (00s)

Prevalence Rate (%)

Prevalence Rates United States

Early 90’s (%) Mid 90’s (%) Early 00’s (%) Mid 00’s (%)

Early 90’s (%) Mid 90’s (%) Early 00’s (%) Mid 00’s (%)

AZ CA DE IA Province

30 | May 2008

Figure 1: Severe Problem Gambling Prevalence Rates by Canadian Province

LA MI NY OR TX WA State

Figure 2: Severe Problem Gambling Prevalence Rates by State

Similar to trends in Canada and the U.S., other countries have observed problem gambling rates stabilizing over time Prevalence Rate (%)

Prevalence Rates Worldwide

Early 90’s (%) Mid 90’s (%) Early 00’s (%) Mid 00’s (%)

SUPERIOR PERFORMANCE. EXCELLENT RELIABILITY. HIGHEST SECURITY.

AU DE GB HK NZ NO SG SA SP CH SW Country Figure 3: Severe Problem Gambling Prevalence Rates outside North America

Canadian Past-year Prevalence Rates of Select Mental Disorders % 4.8 3.0 2.6 1.5 1.0 0.8 0.7

Reference: Lesage A., Vasiliadis HM., Gagné MA., Dudgeon S., Kasman N., Hay C. (January, 2006). Prevalence of mental illnesses and related service utilization in Canada: An analysis of the Canadian Community Health Survey.

Mississauga, ON: Canadian Collaborative Mental Health Initiative.

Available at: www.ccmhi.ca Reference for the American Gallup-Poll www.pollingreport.com/values.htm

sponsored killing, it's that the activity of gambling (i.e. wagering a sum of money on an unknown outcome) has garnered so much negative attention that it, in and of itself, is viewed as morally wrong.

The stigma of gambling, and particularly of gambling at a problematic level, pushes those who suffer from gambling problems further and further into their own self destruction. For many, the shame and embarrassment associated with the behavior and the resulting consequences prevents any attempts at supportive rescue.

Gambling is a severe problem in one per cent of the population. And although that particular number is not very large, it is still a significant number of people who endure very specific obstacles with considerable impacts on their lives. The stigma of gambling marginalizes this volatile group by shunning their problems as a sin of excess. Nobody gets help that way.

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Kelly

McDougald OLG’s New CEO

By Lisa Kopochinski

Though Kelly McDougald is new to her position as chief executive officer of the Ontario Lottery and Gaming Corporation, her experience in a variety of leadership roles has prepared her well for this highprofile position.

This long-time Torontonian is attacking her responsibilities with zest. Tasks that include leading cultural change in the company, with a focus on creating the highest levels of customer service, product integrity and shareholder value.

“I love the fact that I work for such a large, complex and interesting commercial operation that provides direct benefits 32 | May 2008

back to the people of Ontario in so many ways, including support for hospitals and charitable organizations,” she says.

Since 1975, OLG lotteries, casinos, slots and resort casinos have generated more than $26 billion for the province. Proceeds support Ontario’s hospitals, amateur sport, recreational and cultural activities, provincial priority programs such as health care and education, and charitable groups through the Ontario Trillium Foundation.

McDougald, who attended the University of Western Ontario, where she majored in arts and social work, comes to OLG with senior leadership experience that includes stints at Nortel Networks and, most recently, as senior vice president, Enterprise Customers and Government at Bell Canada. Since 2005, she has been an independent business consultant and director of the Allstate Canada Group and the Toronto Board of Trade.

“She has a proven leadership track record,” says OLG Board Chairman Michael Gough. “She is a seasoned, results-oriented executive, with a reputation for impeccable values.”

As a government agency and one of the largest gaming companies in North America, OLG is responsible for province-wide lottery games and 27 gaming facilities across

Ontario. Annually, OLG collects revenues in excess of $6 billion, with approximately $1.9 billion paid as a dividend to the Government of Ontario. OLG also directly employs more than 8,000 people, with 11,800 employed by resort and third-party operated casinos, as well as partnerships with over 11, 000 lottery retailers.

In the past seven months, McDougald, 48, has worked with senior executive and the OLG board to define and develop a go-forward strategy for the corporation that is built on four guiding principles. These include providing customers with a great gaming experience; acting as stewards of the public trust; helping local communities thrive, and continuing to provide the Ontario Government with a strong dividend from gaming operations.

“Over the next year, I will be working toward implementation of this balanced strategy, combined with a continuing cultural shift within the corporation toward the highest level of customer service,” she explains. “Building on these major accomplishments, we will keep looking at ways we can continuously improve.”

Over the last year alone, OLG undertook a major overhaul of its lottery operations, including the implementation of best practices in processes and technology.

" I l ove t h e fac t t h at I wo r k f o r s u c h a large, complex and interesting commercial operation that provides direct benefits back to the people of Ontario in so many ways..."

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“The objective was to rebuild public trust in the purchase and redemption of lottery tickets in Ontario,” McDougald says.

Key initiatives implemented to support this objective include enhanced lottery terminals, which provide music and voice alerts to customers regarding the status of their ticket.

They will go into a “freeze” mode for prizes over $5,000 to allow time for OLG staff to call and talk to the customer and retailer about the ticket. There is also mandatory signing of lottery tickets by the customer before a retailer is allowed to redeem the ticket. Ticket checker devices allow lottery customers to check their own online lottery tickets to determine their prize. All lottery retailers are being registered in the province and there will be an investigation of major Insider wins and suspicious wins

by Ontario Provincial Police assigned to the Alcohol and Gaming Commission of Ontario (AGCO). Province-wide public awareness campaigns also promote safe practices in the purchase and redemption of lottery tickets.

“A major component of rebuilding the public trust and integrity of the organization came from significant culture change that took our customers and put them at the centre of everything we do,” she says. “This means asking ourselves, ‘What is best for our customers?’ during critical decision-making processes.”

Canadian Gaming Business | 33

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Also this past year, OLG’s casino gaming business began a major refurbishing and expansion of some its gaming sites and products to provide customers with a fresh look to their local casino or slot operation and access to the latest slot games and technology.

“Responding to customer demand, OLG’s 22 casinos and slots at racetrack operations successfully implemented Ticket-in, Ticket-out (TITO) technology at all gaming sites,” explains McDougald. “This eliminated the need for customers to carry around buckets of tokens on the gaming floor. This past year, OLG signed a deal for the development and operation of the company’s 18th slots at the racetrack facility in Quinte-Belleville, east of Toronto, while a major expansion program began at Slots at Georgian Downs, north of Toronto.”

Work also began on the expansion of Casino Windsor, which will be the first Caesars branded gaming operation in Canada. Slated to open late this spring, the facility will be transformed into a major resort with a hotel and 5,000-seat entertainment centre.

However, despite all these accomplishments, challenges remain for the gaming industry, especially with respect to problem gambling.

“There is a continuing need to look outside the box in identifying processes and technology to help gaming companies fulfill their role of educating and creating awareness among customers in influencing responsible play,” McDougald says.

Ontario has one of the best-funded problem gambling strategies in North America. OLG and the provincial government have made a strong commitment to provide gaming entertainment in a socially responsible manner. The Ontario Responsible Gaming Strategy is a partnership-based strategy involving OLG, Government Ministries and non-profit expert groups.

This strategy has two funding streams: an OLG in-house allocation of $7 million for education and support and $37 million that funds prevention, research and treatment. There are also four major components of the strategy: education and prevention; research; support; and treatment.

“We are informing and educating customers about problem gambling and helping to influence playing habits with clear information about the odds of winning at slots. We are providing onsite referrals to treatment and also the strategy provides funding for 50 treatment providers specializing in gambling addictions.”

She continues: “This past year saw all lottery companies in Canada take a hit to their corporate reputation. Work still needs to be done to implement all the necessary safeguards to protect customers’ transactions. The historical and continuing success of our lottery business is based on that critical trust factor with our customers.”

The Canadian gaming industry is also maturing while, at the same time facing growing competition from Internet gambling and from new casinos in United States border locations. “We must find innovative ways to maintain and grow our customer base in the face of these competitive threats,” she adds.

It’s clear that McDougald has her work cut out for her. But, outside the offices of the OLG, she enjoys spending time with Warren, her husband of 25 years, and their three children, Warren James, 16; Carly, 14; and Grace, 10. The family loves to golf and downhill ski.

Lisa Kopochinski is freelance writer who lives in Sacramento, CA.

3/19/08 11:35:54 AM

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Grey Eagle

Casino & Bingo

By Lisa Kopochinski

Calgary just keeps getting better. If great shopping, restaurants and the world-renowned Calgary Stampede—not to mention the majestic Rockies as its backdrop—isn’t enough to entice residents and visitors— perhaps the new Grey Eagle Casino & Bingo will.

The casino opened last December amidst a celebration that included aerialists and Elvis, Marilyn Monroe and James Dean impersonators.

Touted as Calgary’s largest gaming facility, guests can explore 84,000 square feet of gambling action that includes 59 table games, 600 slots machines and poker 24/7, except Christmas day.

Calling the gaming industry an exciting and fast-paced business, Grey Eagle General Manager Martin Brickstock, 49, comes to Alberta with an international career spanning more than two decades.

His career in gaming began in London, England and has taken him to the Bahamas, Kenya, Hungary, Denmark, Czech Republic and Slovak Republic. He also worked for Casinos Austria International—one of the largest casino operators in the world—which

provided him with the opportunity to open the Great Blue Heron Charity Casino in Port Perry, Ontario. He then joined Sonco Gaming (Alberta) Ltd. in 2007.

“I have encountered a team of people here at Grey Eagle Casino that share my passion for superior customer service,” says Brickstock. “Marketing in this industry is gratifying because we continuously try to raise the bar and attack yourself to provide the best environment and product.”

As for Calgary, he says, “I like the friendliness of the people and the abundance of outdoor activities available.”

Sonoco Gaming (Alberta) Ltd. partnered with the Tsuu T’ina First Nation to build the Grey Eagle, which is one of seven casinos in the Calgary area. The casino is located on 37th Street and Glenmore Trail in SW Calgary.

The Tsuu T’ina Nation 145 reserve was created by Treaty 7, a peace treaty between two nations—the tribes of the Blackfoot Confederacy, (Siksika, Piikani (Peigan) and Kainaiwa (Blood)), Tsuu T’ina (Sarcee); and the Stoney (Bearspaw, Chiniki, and Wesley/Goodstoney) as well as the Queen of Great Britain and Ireland. The reserve borders the southwest city limits and spans approximately 280 square km. Today, the reserve has a population of about 2,000.

Construction of the Grey Eagle Casino began in September 2006 and was completed 14 months later through a joint venture partnership with Clark Builders of Calgary and Vanbots Construction Corporation of Toronto.

With approximately 450 employees, 50 which are part time, Brickstock says their plan is to welcome 23,000 visitors per Canadian Gaming Business | 35

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week—or 100,000 a month—equating to 1.2 million guests annually. The casino will spend approximately $5-million annually on products and services. “One of the biggest challenges facing the industry is always looking for ways to raise the bar and provide exceptional locations and customer service, especially within constraints of operating regulations across the country,� explains Brickstock. “We face challenges to find qualified staff for all areas of the operation, given the hours, shifts required and the state of the current labour markets.�

Always looking for new opportunities to expand the business, he adds, “We strive to maintain constant training and upgrading programs. All casinos are faced with the competition of Internet gaming.

Our challenge, therefore, is to provide an environment as comfortable as one’s own home to participate in the experiences we offer.�

Brickstock says the Grey Eagle is unique with its blend of sophisticated gaming. “We offer top-of-the-line gaming equipment, automated shuffling, state-of-the-art electronic signage on every table and downhome customer service integrated into a total entertainment environment.â€? This includes live entertainment—classic rock, jazz, blues, easy listening—on an elevated stage with a superior lighting and sound system, bar-top games at the bar, themed dining, a 500-plus seat bingo facility, ATMs, tasteful dĂŠcor and lighting, 70 high-definition televisions, designated smoking and non-smoking areas on the gaming floor, and a 100 per cent fresh-air handling system.

Diners also have a wide range of choices at its two restaurants—from fining dining to buffet style. At the Stage Bar, one can order from a large appetizer menu and extensive drink selection, watch live entertainment or try their luck at several multi-poker top machines.

At the Blaze Bar and Grill, guests can enjoy steak and seafood, featuring the finest market-fresh ingredients in an elegant setting.

Wonderful food, entertainment and fun aside, the Grey Eagle also takes it stance on responsible gaming very seriously. “We want our customers to make informed choices about their play, so the Grey Eagle Casino in conjunction with the Alberta Gaming and Liquor Commission (AGLC), makes information readily available about problem gambling and the kinds of help that is available,� explains Brickstock. “We provide onsite materials such as brochures, business cards with self-assessment questions and posters—all of which reference the free, confidential online and telephone helpline service available through the Alberta Alcohol and Drug Abuse Commission (AADAC).�

The Grey Eagle Casino also has four plasma video-messaging locations about problem gambling. “Many of our staff have undergone training about this important subject and the AGLC has developed a number of other programs and initiatives regarding responsible gambling that Grey Eagle Casino fully supports.�

Lisa Kopochinski is a freelance writer who is based in Sacramento, CA.

Ch e f Sp o t l i g h t

Jean-Pierre Curtat Nuances, Casino de Montréal

By Andrew Coppolino

T

Three-hundred years ago, a restaurant was a thing you ate: it was a soup-like “medicinal” concoction intended to restore you. Only later did it become a place where you ate.

Today, the sense that a restaurant “restores” you remains a fitting metaphor for what a good dining experience should be—and few restaurants have endeavoured more thoroughly to see to its guests’ restoration than newly re-designed Nuances at Casino de Montréal.

Its own “restoration” and the significant redesign completed in March 2007 epitomizes the Nuances philosophy—“l’éveil des sens”— awakening the senses. The kitchen and executive chef Jean-Pierre Curtat are an integral part of that awakening.

“Things have been going very well. We are very happy with the changes and have had lots of good comments. We wanted Nuances to be even more warm and comfortable to match our food,” says Curtat of the evolution.

Nuances will host the 12th annual Canadian Gaming Summit’s charity gala and dinner at Casino de Montréal April 29-May 1.

Curtat emphasizes gastronomic excellence, as evidenced by Nuances’ eight consecutive years with the CAA/AAA Five Diamonds rating and Guide Debeur’s selection as “Restaurant of the Year 2007.”

Such excellence requires a setting and decor conducive to fine dining. While you can’t taste decor, a dish of Curtat’s roasted duck with feathery light chestnut gnocchi, and a Yukon

Gold potato mousseline is likely to be all the more exhilarating (and all the more restorative) when the ambience around it is warm and inviting.

“It was very important to us that people feel very, very comfortable here,” explains Curtat, who was born and raised in Montréal. He once studied sociology, and his understanding of peoples’ needs has come into play: when the redesigned Nuances opened, guests were invited to visit Curtat’s kitchen to watch the brigade in action.

Perhaps capitalizing on the public’s burgeoning interest in things culinary (witnessed partly in the popularity of food television), Curtat wanted to de-mystify the professional haute cuisine kitchen and make it more approachable.

“We had additional staff showing guests how cooking could be done at home,” he offers.

“They worked a bit alongside the chefs, and saw how the food is plated. I think they really loved it, and it created a good atmosphere.”

While the redesign involved only the frontof-the-house, Curtat notes that the changes inspired and galvanized his staff. “When we announced that the changes were not merely cosmetic—that someone wasn’t just coming in to simply lay out new linen—it energized the spirit of people working here.”

If good cooking needs that passion and inspiration to make it superb, the Nuances redesign has hit the mark dead-on. Virtually everything has been custom-designed: the uniforms for wait-staff, the china, the signature of the restaurant, and the menu design.

To achieve a unified and cohesive look with the table appointments, Curtat says Nuances worked closely with artisans such as glassblower Annie Michaud, ceramist Louise Bousquet, sculptor Colin Schleeh, designer Pascale Vaillancourt, and designer Jean-Claude Poitras in association with Maxime Dénommé.

And what was once Nuances’ warm brown

and mahogany-toned decor has indeed been transformed: brighter, invigorating ivory and white tones are subtly soothing with warm brown accents. Those lighter colours and a magnificent new chandelier has made Nuances warm, open and inviting.

Diners are served with specially designed and custom-crafted glass bread-plates and wooden presentation dishes that dazzle, the restaurant says. The Nuances hallmark is stamped in a distinct and unique position on each individual plate—doesn’t a luscious crème brûlée or foie gras deserve such special treatment?—and all paper, cards, and menus are custom-made too.

“The food on those menus,” noted Curtat, “is lighter and changes more frequently. This allows us to use fresh market products that are close by.”

Curtat, who has worked at Montréal’s Chez Bardet, has been with Casino de Montréal for 13 years. He managed the kitchen at the Delegation generale du Québec in Paris, did a stage at Guy Savoie, and honed his pastry skills at the renowned at École Lenôtre, both in Paris.

What is also important says Curtat is the wine that accompanies food: Nuances’ waiters have training as sommeliers and each can knowledgeably assist guests with selections from the restaurant’s cellars. “They have great passion for wine, as we focus a lot on wine and food pairings,” offers Curtat.

In addition to their regular list of 1,400 wine selections, Nuances has an impressive cave verging near 20,000 bottles. The chef notes that the purchase of an Enomatic wine servingsystem permits proper preservation of excellent wines and allows guests to sample several vintages by the glass.

Curtat, the food and wine, and the new Nuances redesign: all are at full restorative power at Casino de Montréal.

Andrew Coppolino, andrew@tablescraps.ca, is a Kitchener-based freelance writer.

Canadian Gaming Business | 37

Lottery and Gaming Corporation Highlights The following summaries of news and activities were submitted by the provincial lottery and gaming corporations. Look for reports from other provinces in the May issue.

Atlantic Lottery Corp.

On Tuesday, April 1, Atlantic Lottery launched Salsa Bingo – a game that combines the fun of bingo with a daily lotto game. Only available in Atlantic Canada, Salsa Bingo joins a suite of bingorelated games offered by Atlantic Lottery: i-Bingo, an internet-based bingo game available online from Atlantic Lottery’s PlaySphere site; $2 Bingo Scratch’n Win tickets; and a linked bingo game called Superstar Bingo at charity bingo halls in Nova Scotia.

Salsa Bingo is quick and easy. For $2, players receive two player cards with 24 bingo numbers (between 1 and 75) per card generated by the lottery terminal.

Draws occur each evening at 10 p.m.

(AST) with 28 numbers drawn by random number generator.

Prizes are won by matching one, two, three or four lines, forming an X pattern, or with a combination of the X pattern and lines. Players can only claim one prize per card but they can win on more than one card. Overall odds of winning per ticket are one in 4.97.

38 | May 2008

Players can win a minimum daily jackpot of $10,000. The jackpot will grow each day it is not won, increasing by a minimum of $1,500 per day or by an amount equal to 13 per cent of the previous draws sales (rounded to the next $5,000 increment), whichever is greater. Based on game odds and sales projections, Atlantic Lottery expects the Salsa Bingo jackpot to be awarded every seven to ten draws on average.

In the event of multiple jackpot winners, the jackpot will be shared equally among all winning cards. Atlantic Lottery has guaranteed, however, that each will receive no less than $2,500.

Subsidiary prizes – ranging from a free play to $2,500 – will be awarded as per the prize structure.

The launch of Salsa Bingo also provides an opportunity to promote charity bingo halls in Atlantic Canada. Salsa Bingo ads in community newspapers, how-to-play brochures, digital signage at retail, and top-of-ticket messages will all promote Atlantic Lottery’s Salsa Bingo game while also encouraging potential Salsa Bingo

players and bingo fans alike to support their community by playing charity bingo with family and friends.

Loto-Québec Opening of the Casino de MontTremblant Slated for Summer 2009 Loto-Québec has selected MontTremblant for the establishment of a new Casino on the international tourist resort’s Versant Soleil. Following in the footsteps of the province’s other gaming houses, the Casino de Mont-Tremblant will focus particular attention on the quality and beauty of its site, on customer service, and on the security of its environment.

Scheduled to open its doors in the summer of 2009, the new establishment will be dedicated first and foremost to serving a clientele made up primarily of vacationers and conference-goers. The facility will offer some 400 slot machines, 20 game tables with croupiers, and five Texas Hold’em electronic poker machines. One section of the Casino will be reserved for “High-Limits” play, and it will also feature a private lounge, on-site food and beverage services, a 125-seat bar

with lively animation, as well as indoor and outdoor parking.

To be a year-round destination, the Casino de Mont-Tremblant will contribute to diversifying the region’s tourism offerings. In addition, it will serve to attract a new clientele to the Laurentians.

Global game offerings will not be increased in Québec with the establishment of the new gaming house. For one thing, the Casinos in Montréal and Gatineau have initiated a reconfiguration of their gaming areas to make them more airy and fluid. In the process, they have removed some slot machines and game tables so that, even with the opening of the new establishment at Mont-Tremblant, the overall number of slot machines and game tables in the province will remain unchanged. At the same time, Loto-Québec is maintaining the video lottery terminal withdrawal programs in effect since 2004.

Construction of the new facility being 8234-BforEnt_CanGaming VER is2:Layout carried out with respect for the principles

of sustainable development. In that regard, Loto-Québec is aiming to obtain the Green Building Council of Canada’s Leadership in Energy and Environmental Design (LEED) certification. The total cost of the construction is estimated to be in the order of $61 million.

More information about the Casino de Mont-Tremblant is available on LotoQuébec’s Web site at www.loto-quebec. com.

Introduction of New Game Terminals In April 2008, Loto-Québec commenced the process of progressively replacing its network of 8,600 game terminals offering lotteries such as Lotto 6/49 and Super 7.

This operation is expected to extend over a period of 12 months.

The new generation of modular game terminals is equipped with a number of interesting features, including a 19-inch customer display that provides consumers with information about validation transactions, products and winners of different lotteries. In addition, the equipment offers an innovative new form of online training known as e-learning that is accessible to retailers and their employees at all times.

New Operating Hours at the Casino du Lac-Leamy in Gatineau Since Friday, March 28, patrons of the Casino du Lac-Leamy in Gatineau have been able to enjoy uninterrupted access to the gaming areas and certain restaurants.

Like the gaming house in Montréal, the Casino in the Outaouais is now open New Self-Serve Verification Systems 24 hours a day, seven days a week. For Between the end of August 2008 and April its part, the Casino de Charlevoix’s 2009, Loto-Québec is anticipating the operating hours vary depending on the progressive introduction of new self-serve 1 4/14/08 12:50 PM CGA Ad.pdf 3/31/2008 4:04:33 PM season.

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Caesars Windsor is proud to host the 13th Annual 2009 Canadian

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Gaming Summit. We will welcome you to the largest casino

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resort in Canada, offering the Caesars experience for the first time in Canada. Explore our newly expanded property which includes a 5,000 seat Colosseum with headline entertainers, 758 luxury hotel rooms, a 100,000 square foot convention centre, world-renowned restaurants and exciting gaming action. t i c k e t s a v a i l a b l e a t c a e s a r s w i n d s o r. c o m Know Your Limit, Play Within It! All ages welcome in our Augustus Tower and convention complex.

Must be 19 years of age or older to enter the casino and all other outlets. The Caesars brand and related trademarks are owned by Harrah’s License Company, LLC and its affiliated companies. Used with permission.

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Canadian Gaming Business | 39

ticket verification systems at retailer locations that will enable consumers to check for themselves whether or not their online lottery tickets are winners.

At a later time, they will eventually be able to verify passive and instant tickets as well. From the retailers’ perspective, these verification systems will facilitate operations and reduce wait times at the counter by allowing consumers to check their own tickets without the need for assistance. iPod — A Hip New Scratch Game!

This past March 24 marked the introduction of a brand-new $2 instant lottery — iPod. As its name implies, the scratch lottery’s grand prize consists of a 160 GB Apple iPod Classic digital music player valued at $454.

By offering this prize, Loto-Québec is appealing to a “tech-savvy” clientele between the ages of 18 and 35. In conjunction with the launch of the new instant lottery, the Corporation has also organized a radio contest called Faites bouger votre iPod (Get Your iPod Moving), providing consumers with a chance to win their own iPod. Loto-Québec is the first lottery corporation in Canada to offer such a product.

Nova Scotia Gaming Corp.

2008 – NSGC: Building a better Nova Scotia Contributing to Nova Scotia’s communities is an important part of what the Nova Scotia Gaming Corporation (NSGC) does. Over the past few months, NSGC has continued to strengthen this commitment through prevention and responsible gambling awareness programs and by helping charities continue their good work through its Charitable Sector Support Program.

Highlights of January 2008 to April 2008 include: House of Cards Tour 2008 Throughout February 2008, NSGC offered Nova Scotia high school students the straight deal on gambling. In partnership with the Responsible Gambling Council (RGC), NSGC was proud to sponsor House of Cards, a live drama, inspired by creative contributions from high school students, that explores the personal costs that face a first-year university student, and those around him, as he becomes more and more focused on his next bet.

The play visited 18 high schools across Nova Scotia and reached over 4,800 students.

Charitable Sector Support Program: Community Casino Nights NSGC continues to maximize its industry expertise and its casino operator’s infrastructure to support the province’s charitable sector.

NSGC’s Charitable Sector Support Program provides community leaders and charities 40 | May 2008

with opportunities to learn best practices in charitable gaming. In 2006-07, NSGC contributed $490,000 into the Charitable Sector Support Program.

As part of the program, NSGC supported six “Monte Carlo Fundraisers,” throughout February and March, in six Nova Scotia communities. Since its inception, this Community Casino Nights initiative has helped dozens of charities across Nova Scotia raise over $60,000 in support of grassroots level community programs, including; house fire response, early intervention programs for children and accessible recreation programs.

Giving Back through Bingo NSGC ’s Super Star Bingo reached a significant milestone in March of this year, with over $1million being returned to Nova Scotia charities.

Introduced in January 2006, Super Star Bingo gives 100 per cent of profits back to charities and was developed to provide charities across Nova Scotia with the use of bingo to fund their projects, and enhance their good works and community contributions.

By electronically linking several bingo halls together for progressive jackpot games, Super Star Bingo has also become a hit, with over $2.2 million being awarded back to players.

Ontario Lottery and Gaming (OLG) OLG tickets are singing a different tune New musical and voice alerts that are introduced at lottery gaming terminals in January help to instantly inform players of the status of their ticket. Every time a ticket is validated, a new tune along with a bilingual voice message and corresponding video screen messages lets players know the prize-winning status of their ticket. In addition to the new sounds, the threshold at which the ‘terminal freeze’ function is enabled has been reduced to $5,000 from $10,000. The terminal’s normal functions are suspended while audio alerts and text on the Customer Display screen tell the customer and retailer that a prize of $5,000 or more has been won. The look of on-line tickets and validations receipts has changed in order to make it easier for customers and retailers to match the right receipt with the right ticket. On both the ticket and the receipt, the ticket identification number is now boxed for easier comparison.

In early April, the new edition of the INSTANT CROSSWORD game will be the first INSTANT game to feature a customer signature box prominently placed on the front of the ticket. The signature box will appear on all INSTANT tickets

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over the next several months as more Gambling Prevention Month, an awareness new games are delivered from our ticket program led by Ontario’s Responsible printers and offered for sale.

Gambling Council and supported by OLG. Lottery player brochure keeps it real The brochure is available in either English OLG has developed a OLG's Responsible Gambling Brochure responsible gambling brochure for lottery players that provides information and tips to keep lottery play enjoyable and problemfree. The Lottery Player Brochure on Responsible Gaming is a customer service initiative intended to increase consumer awareness about lottery games and help players make informed decisions about their lottery play and gambling choices. This eight-page brochure was delivered to online lottery retailers in March during Within 6142 gaming ad 4/18/08 4:24 PM Page 1 Limits: Problem

Saskatchewan Gaming Corporation

is proud to congratulate

or French at lottery retailers, and for download at OLG.ca. Insert lottery retailer brochure Welcome to…

OLG has welcomed two new members to its executive team. Richard (Rick) Campbell has accepted the position of Senior Vice President – Human Resources. Formerly a business consultant at the Felix Global Corporation and in senior HR leadership roles at TD Canada Trust, Rick has held positions in Canada, Europe and Asia and brings a wealth of Human Resources experiences to OLG. OLG also welcomes Christopher (Chris) Ginther to the position of Vice President – Legal, General Counsel and Corporate Secretary for OLG. Most recently, Rick held the position of Vice President and General Counsel at Bell Canada and also held senior legal positions at Shell Canada and at private law firms. Chris will make a significant contribution in supporting both the OLG organization and the Board of Directors.

Congratulations!

OEB Enterprise is delighted

Elliott Daradich, Director of Slot Development, for being honoured with an Industry Leadership and Outstanding Contribution Award at the Canadian Gaming Summit.

to congratulate the Cares

Thank you Elliott for your continuing contributions and congratulations on this well-deserved honour!

Industry Awards.

Foundation of Fallsview Casino Resort and Casino Niagara as they receive the Volunteerism and Community Service Award at the 2008 Canadian Gaming

Bet on a Balance. If you gamble, make it only one of the activities you enjoy.

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Premier

Educational Program Sponsor

Coffee Break Sponsor

Canadian Association of Casino Security Directors Annual Meeting Sponsors

Elite

Supporting

Legal & Regulatory Program Sponsors

Premier

Elite

Supporting

2008 Canadian Gaming Platinum sponsors

Gold sponsors

Summit Golf classic sponsor

Advertising Agengy sponsor

Summit Sponsors silver sponsors

bronze sponsors

special Event sponsors

Association of

Gaming Equipment Manufacturers

Index to Advertising Pages Company

Page #

3rd Rock Gaming

33

Accro Furniture Industries

41

Amaya Gaming Group

24

Aristrocrat

8/9

Association of Gaming Equipment Manufacturers

OBC

BCLC

46

Canadian Gaming Association

12

Canadian Gaming Centre of Excellence

27

Canadian Gaming Service

36

Casino Rama

46

Casino Windsor

39

Gary Platt

18

Gasser Chair Company

40

Giesecke & Devrient

23

GPI USA

28

HLT Advisory

17

IGT

IFC

Loto Quebec

4/26

MEI Group

31

Phoenix Group

34

Progressive Gaming

6

Scientific Games

IBC

Spielo, A Gtech Company

20

See you at the 2009 Gaming Summit Mark your calendar

PROUD SUPPORTER

46 | May 2008 Rama_Summit_gaming_ad08.indd 1

2/12/08 11:13:34 AM

Scientific Games delivers on its commitment to be a good neighbor and good global citizen and, as such, is committed to socially responsible gaming and sustainable business practices.

Š2008 Scientific Games

Representing and promoting the interests of global gaming suppliers and the industry as a whole.

Association of

Gaming Equipment

GET IN WITH THE IN-CROWD

Manufacturers

AGEM Gold Members: Aristocrat Technologies, Austrian Gaming Industries, Bally Technologies, GTECH/Atronic/Spielo, International Game Technology (IGT), Konami Gaming and WMS Gaming.

The World’s Top Suppliers

AGEM Silver Members: AC Coin & Slot, Action Gaming, Casino Technology, GameTech International, JCM American, Las Vegas Gaming Inc. (LVGI), MEI, Multimedia Games, Progressive Gaming International, Shuffle Master and Wells-Gardner Electronics.

AGEM Bronze Members: Ainsworth Game Technology, Cadillac Jack, Cyberview Technology, Elixir Gaming Technologies and Rocket Gaming Systems.

AGEM Associate Members: Elite Casino Products, Esterline Advanced Input Systems, FutureLogic, Gaming Partners International, Gary Platt Manufacturing, Grand Products, IDX, IPS, James Industries, MC2, Mikohn Signs and Graphics, MEI, Money Controls, Proforma GPS, Sanmina-SCI, 3M Touch Systems, Tgraphics/Outpost Productions, TransAct Technologies and Wrex Products

Join AGEM today and start enjoying the benefits of membership: • Special trade show discounts and activities • Shape the future of the gaming supplier sector • Give direct input on gaming regulations and legislative issues • Help promote responsible gaming • Receive monthly updates on all AGEM initiatives • Become connected to the new and improved AGEM web site • Be part of a growing, effective trade organization

Contact: Marcus Prater, Executive Director 702.812.6932 info@AGEM.org www.AGEM.org