for the gaming professional worldwide

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FOR THE GAMING PROFESSIONAL WORLDWIDE
CASINO FC MAY 12:Casino COVER 03/05/2012 08:13 Page 1
I CAMMEGH'S EYECARD BURSTS ONTO THE SCENE INSIDE: PAGE 34 I
May 2012
FOR THE GAMING PROFESSIONAL WORLDWIDE
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Images are for illustration purposes only and are subject to change.
p3 contents new:contents template 03/05/2012 11:30 Page 1
CONTENTS MAY 2012
www.casinointernational-online.com
4
Editor’s letter
NEWS
10 INNOVATE GAMING
A new news-centric contributor to CI
12 STATESIDE
Sharon Harris reports from the US
14 LATINO AMERICA
Ricki Chavez Munoz looks at this
gaming hotspot to bring all the news
24 LATINO INTERVIEW
Ricki Chavez Munoz speaks to IGT’s
Craig Churchill about IGT’s Cloud…
26 MACAU BUSINESS
I
think I wrote too soon on my
last editorial column. I just read
it back, eulogising about the
beautfiul British weather. Now
this is more like it; outside we have
thick grey cloud, flood warnings
and days full of endless rain. That’s the Britain I know
and love!
The country is in a state of readiness, it seems, with
the Olympic Games looming really large on the horizon,
plus the Eruoepan Championships, oh and a British
team in the Champions League final. I’m sure there are
other sports too, but they’ve slipped my mind momentarily. The only question is, what will the weather be
doing this summer? Answers on a postcard, please.
Jon Bruford, Managing Editor
[email protected]
+44 1584 877177
www.casinointernational-online.com/facebook
www.casinointernational-online.com/twitter
Top stories from Asia’s finest
business publication
32 KONAMI TEAMS UP…
Top tech company partners with
Joingo to bring functionality and efficiency to both customers and the floor
36 G2E ASIA PREVIEWS
Who’s showing what in Macau’s big
show this year
61 ONLINE
34 CAMMEGH
COVER STORY: the Roulette specialists unveil a brand new product
Managing Editor: Jon Bruford
[Contact details above]
Publishing Director: Paul Ryder
[email protected]
International Editor: Ricki Chavez-Munoz
Tel: +44 1202 418547
[email protected]
Publishing Director: Paul Ryder
[email protected]
Contributing Editor: Barnaby Page
[email protected]
Matt Broughton brings the news,
features and interviews from the world
of online gaming
Alex Wetton
Capsule Publishing Services
Email: [email protected]
Phone: +44 (0)845 602 7390
Fax: +44 (0)845 604 2327
© Copyright: All materials in this publication remain the copyright of Datateam
Business Media Ltd and no part of it may be reproduced without the written
permission of the proprietors.
A request to insert an advertisement is deemed to be an acceptance of Datateam
Business Media Ltd’s conditions of trading, copies of which are available on request.
MEI customers
recognize quality
products and service.
MEI is the proud recipient of
the IGT Q1 fiscal year 2012
Supplier of the Quarter Award.
The selection was based on a
criteria that included product
quality, integrity and customer
service.
The Gaming industry continues
to associate a high level of
value with providing the
highest acceptance rates,
unrivalled security, best jam
performance and lowest cost
of ownership.
For more information on MEI
and its award-winning
products, stop by
booth #816 or contact
+44 (0) 845 094 4380.
CORRESPONDENTS
USA correspondent: Sharon Harris
+1 609 601 7890
[email protected]
Online Section Editor: Matt Broughton
[email protected]
Administration:
[email protected]
MEI Awarded
IGT’s Supplier
of the Quarter
Subscriptions:
+44 (0)1622 687031
[email protected]
Published by:
Datateam Business Media Ltd
London Road, Maidstone,
Kent, ME16 8LY
Tel: +44 (0)1622 687031
Fax: +44 (0)1622 757646
Proven performance.
Increased profits.
meigroup.com
MEI is ISO 9001:2000 certified.
©2012 MEI. All rights reserved.
p4:Layout 1 01/05/2012 08:23 Page 1
NEWS
Bally, IGT, Boyd Gaming:
good times may be back
Optimistic mood after strong quarterly figures
Positive financials emerging from major players on both the supply and
operator sides of the casino industry suggest that investment in
equipment, and spend by players, may no longer be feeling the effects of
the economic downturn as badly as feared – and not just in the
supercharged Asian markets. There was even optimism from one operator
on Atlantic City, whose obituary as a gaming capital was being written only
months ago.
At the top of the good-news list, however, comes Bally Technologies,
which enjoyed record third-quarter revenue for the period ending 31 March,
up 20% year-on-year to $229m. “The past several months have been
momentous, with DM Tournaments helping set two Guinness World
Records, numerous product awards received, and record attendance at our
Systems Users Conference,” said Richard M. Haddrill, the firm’s CEO.
Added Ramesh Srinivasan, President and Chief Operating Officer: “This
quarter’s operating results are a testament to our continuing progress in
all major business areas. Our Alpha 2 Pro
Series titles are performing well in various
parts of the world, our gaming operations
installed base is expanding driven by
products like Grease, and our systems
business continues to move forward both in
terms of product improvement and the
number of new customers joining.”
Bally also appeared to be defying the
downward pressure on prices for gaming
equipment that some have suggested economic conditions are forcing.
The average selling price of new gaming devices increased 10% during the
quarter to $16,978 per unit from $15,482 last year, “primarily as a result
of product mix and an increase in average selling price from international
sales”, the firm said. However, that did not translate straight into profit: in
fact, gross margins were slightly down, largely due to higher manufacturing
costs for the Pro Series cabinets.
The good fortune was not limited to Bally. At International Game
Technology (IGT), for example, the same quarter – the second in IGT’s
fiscal year – saw revenue up 13% to $541m.
There was positive news on the operator front too with Boyd Gaming’s
financials. Its first quarter, also ending 31 March, brought a year-on-year
revenue rise of 12.1% to $564.9m.
“Our first-quarter results were led by strong performances at our
operations outside of Nevada, with double-digit earnings growth at a
majority of these properties,” said Keith Smith, President and CEO.
Revenue at Boyd’s Las Vegas casinos serving the locals market was
only slightly up, and downtown increased by just 2.4%. By contrast, the
real powerhouses for Boyd in the quarter were its Midwest and southern
properties, with revenue up 32.4%.
Said Executive Vice President and Chief Operating Officer Paul Chakmak:
“Our Midwest and south properties posted an exceptional operating
performance. In Nevada, business volumes are holding steady, and we
anticipate we will see more substantial growth once economic recovery
takes firmer hold.”
The firm was bullish on Atlantic City business, too. “Borgata contributed
significantly as the property reinforced its position as the leading resort in
the market, posting substantial growth against heightened regional
competition. While it is early, we would note that we have not seen any
meaningful impact from the opening of a new competitor,” said CEO Smith.
Average
selling price
of games
grew 10%
4 MAY 2012
IN BRIEF
MERSEY MISSION UK operator Genting
has invested £2m in refurbishing its
Genting CLub at Queen Square in
Liverpool. Additions include a new bar
and restaurant, and expanded
gaming floor.
WE SHALL OVERCOME Workers from
Station Casinos in Las Vegas fasted
for seven days in a protest over union
representation.
WE SHALL OVEREAT Chef Masa
Takayama has launched a teppanyaki
restaurant at Aria in Las Vegas.
MUSCOGEE MANAGEMENT Newave is
installing its software at ten
Oklahoma casinos operated by the
Muscogee Creek Nation.
ON THE SIDE Deq Systems is to be
exclusive distributor of the Lucky
Lucky Blackjack side bet in the US. A
hundred units are already installed.
MALTESE FORUM This year’s Malta
iGaming Seminar has been
rescheduled for 11-12 September in
response to delegate requests.
AGS OK American Gaming Systems
has gained Nevada licences to
manufacture and distribute gaming
devices, and operate a slot route.
NEBRASKA NOVELTY Table Trac is
providing a casino management
system to Nebraska’s first venue, the
Ohiya Casino and Bingo, operated by
the Santee Sioux Nation.
OXFORD ORDERS JCM Global is to install
its iVizion bill validators on all 527
devices at the new Oxford Casino in
Maine. The casino is also buying
Aristocrat’s Oasis 360 casino
management system.
COUPON COUP FutureLogic is to launch
version 2.0 of its PromoNet system
at G2E Asia in Macau this month.
TALKING TOGETHER Cannery Group Las
Vegas has connected ten Pai Gow
progressives with Deq’s Real Link.
IGT ORDERS Two BorderTown Casinos
properties are to deploy the
Advantage and sbX systems from
International Game Technology.
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CI news May 2012 4-6-8.qxd master_News 30/04/2012 16:54 Page 2
NEWS
Casino owners head for the racetrack
in a quest for new gaming locations
Deals for Pinnacle and Hard Rock will take advantage of customer overlaps
They may historically have been seen as different
businesses, but there’s a strong likelihood that consumers
interested in sports betting will be potential casino patrons
too – and it’s one that casino firms are exploiting in the
ceasless search for new places to connect with players.
For example, Pinnacle Entertainment is to pay $22.8m
for a 75.5% share of Retama Partners, which owns the
licence for Retama Park Racetrack near San Antonio,
Texas.
Said Pinnacle President and CEO Anthony Sanfilippo:
“We believe Retama Park provides significant strategic
value, given the potential approval of gaming
entertainment centres at
Texas parimutuel facilities
and by expanding the
reach of Pinnacle’s
operations in the region
into two key Texas
markets, San Antonio
and Austin.” The firm
already has a racetrack in
Ohio as well as its six
casinos in Indiana,
Louisiana and Missouri.
Cantor
Gaming is
going the
other way in
Las Vegas
Hard Rock International, for its part, is committing to an
even bigger investment of $275m in building a gaming and
entertainment venue at Northfield Park racetrack in
northeast Ohio, though the deal is subject to a successful
resolution of legal wrangles over the use of video lottery
terminals (VLTs) in the state.
The racetrack operation would join 15 Hard Rock
hotel/casino properties that include the two Seminole
Hard Rock flagships in Florida as well as others in Las
Vegas, Chicago, San Diego, Mississippi, Macau, Pattaya,
Bali, Penang, Singapore, and the Dominican Republic.
In Las Vegas, meanwhile, Cantor Gaming is going in the
other direction.
Best known for running sportsbooks – its most recent
opened at The Venetian – and for its mobile wagering
systems, it’s now also operating an eight-table Poker room
within the sportsbook at The Palms.
“Our decision to relocate the Poker room to the new
race- and sportsbook was a natural one given the
synergies that exist between Poker players and sports
betters,” said Palms President Joseph Magliarditi.
“There is a natural overlap between sports betters and
Poker players,” agreed Lee Amaitis, Cantor’s President
and CEO.
Caesars revamps rewards offer
IN BRIEF
HELP AT HAND Britain’s Responsible
Gambling Trust, formed by the
merger of The Great Foundation and
the Responsible Gambling Fund, was
officially launched in April at the
nation’s largest casino, Aspers in
Westfield Stratford City.
PLEASE VISIT The Atlantic City Alliance is
producing a TV commercial aimed at
increasing tourist visits to the city, as
part of a $20m rebranding campaign.
NO DEAL The Rank Group has ended
discussions with Britain’s Gala Coral
Group about a potential acquisition of
Gala’s casino business.
CANINE CUSTOMERS Dogs are now
welcome at the Riviera in Las Vegas.
SIMPLER SECURITY Resort Advantage
has developed a system called
Incident Report Accelerator that
allows casino staff to create and
access reports on policy breaches
and suspicious activities from their
smartphones, tablets or PCs.
HOUR OF DARKNESS MGM International’s
Las Vegas properties marked Earth
Hour at the end of March by turning
off exterior lighting and signage for an
hour.
Rebranded programme emphasises non-gaming activities across the venues
If casinos are increasingly about much more than gaming,
shouldn’t their reward programmes as well as the rest of
their marketing reflect that?
That was the thinking of Caesars Entertainment Group
when it turned to branding consultancy Siegel+Gale,
whose clients include Harley-Davidson, Four Seasons,
Aetna and Verizon, with a brief to broaden the reach of its
Total Rewards programme.
The result is an overhaul of Total Rewards with the new
slogan “More of what members want”, allowing
consumers to earn credits not just from spend on gaming,
but also from shows, shopping and dining.
“Visitors to Caesars’ casino and entertainment
properties come for the whole experience,” said Nicholas
Lakas, Director of Brand Management at Caesars. “By
broadening the reach of
Total Rewards, we are
rewarding all of our core
audiences, not only the
gamers, and thanking
them for being a loyal
customer – no matter
what they enjoy at
Caesars.”
The makeover included
MotorCity hit
upon a local
angle for its
loyalty card
6 MAY 2012
two new logos, one for the Total Rewards programme itself
and the other for Seven Stars, its highest tier. Siegel+Gale
also built up a brand photography portfolio, using what is
described as “hyper-realistic” images of patrons enjoying
themselves at Caesars properties – and again, not just on
the gaming floor.
In America’s automotive capital Detroit, meanwhile,
MotorCity Casino Hotel hit upon a local connection to
differentiate its rewards programme. Its Club Metro loyalty
card now lets customers amass MotorCity Miles, which
can be redeemed not only for slot play, hotel rooms, spa
services, gift shop merchandise and other conventional
casino benefits, but also against the lease or purchase of
Chrysler, Ford and GM vehicles.
“We know what metro Detroiters value for their hardearned entertainment dollars, and we also understand
how important the continued auto industry recovery is to
all of our livelihoods. Not only is our new programme
groundbreaking, it’s the perfect investment for us to make
in our customers and our communities and to support the
auto industry,” said Gregg Solomon, CEO of MotorCity
Casino Hotel.
The casino worked with the three auto manufacturers to
get special two-year lease deals for its patrons, and has a
digital catalogue of eligible cars on its own Website.
BRITISH BOOST Aspers has won the
licence to develop a new casino in
Milton Keynes in southern England.
SPEAKING IN TONGUES MicroFirst is to
provide slot content including
bonuses and marketing messages
for Sands China’s five properties in
three languages. They will be
available to customers in English,
simplified Chinese and traditional
Chinese.
MACAU MADNESS First-quarter gaming
revenue in Macau casinos was up
27% year-on-year to $9.9bn.
VIVA L’ESPANA Las Vegas Sands says it
is going ahead with plans to develop
a “mini Las Vegas” in Spain,
featuring 12 resorts and totalling
about half the size of the Vegas Strip.
It will invest $35bn but has yet to
determine the location. Barcelona
and Madrid are believed to be among
the options considered.
SPIELO ad:Layout 1 23/04/2012 15:04 Page 1
CI news May 2012 4-6-8.qxd master_News 30/04/2012 15:36 Page 3
NEWS
Blackpool casino
enlists local college
Bespoke course developed to help ensure
supply of gaming-savvy staff for Coral Island
The management of the casino in Europe’s largest family entertainment centre
(FEC) is working with a local college to develop the skills needed for careers in a
gaming business.
The Noble Organisation, which operates Coral Island in the northwestern
British coastal resort of Blackpool, has joined forces with Blackpool and The
Fylde College, which will train potential employees in all aspects of casino
games and customer service as Noble prepares to open its first casino within
the complex.
A bespoke academy has been developed by the college to meet the training
requirements of Noble, giving candidates a competitive edge at interview and
equipping them with knowledge and skills relevant to their employment in
amusements or gaming.
The venture is a partnership with Jobcentre Plus, a part of the British
governments Department for Work and Pensions, best known for helping the
unemployed find jobs. In this case, howeer, the role of Jobcentre Plus is to
select candidates for the course. Noble representatives then have the chance to
meet with the group before and during the six-week programme.
Specialist courses give participants certificates in fields including health and
safety, first aid at work, and equality and diversity. Noble is also providing
funding for each candidate to obtain a personal functional licence, required to
work in any casino. All who complete the courses are guaranteed an interview
with Noble, and CV tips and interview techniques are built into the courses.
Said Colleen McLaughlin, National Gaming Academy Co-Ordinator at the
college: “This is the first time the National Gaming Academy has supported the
opening of a brand- new casino, which is essentially what we were set up to do,
so it’s a significant development. The college has operated sector-based work
academies before, both in the gaming industry and for the wider market, and
they’ve proved a successful way of restoring a sense of pride to unemployed
people and providing job-ready staff to organisations.”
Noble’s Managing Director Tony Gibbons added: “Blackpool already offers a
number of licensed casinos and we need to make sure our staff will be the
best. The college will help us fulfil this objective. All the vacancies on the course
will be offered to local people and the vast majority of our team will be Blackpool
residents, which we believe is critical.”
GSA updates S2S
Standard helps integrate multichannel player data
The Gaming Standards Association (GSA) has upgraded its System to System
(S2S) standard, and describes the new S2S version 1.6 Message Protocol as
“a giant leap forward”.
This outlines the way in which software should be downloaded to site
controllers and then installed on gaming machines, using the GSA’s Game to
System (G2S) standard.
The new version of S2S also features improvements to the specifications for
player tracking, particularly aimed at helping operators and suppliers that are
seeking to integrate data on player activity across multiple channels, both landbased and online.
Said GSA Protocol Director Ethan Tower: “S2S continues to evolve. New
functionality is being added and existing functionality is being updated to meet
the needs of the industry to accommodate and anticipate player demand.”
8 MAY 2012
GAMING PEOPLE
888 The French Canadian martial arts champion Georges St-Pierre has signed
a global endorsement contract with 888.
CANTOR GAMING Jeff Burge has joined Cantor Gaming as Chief Financial Officer
and Chief Operating Officer, replacing Coreen Sawdon. He arrives from The
Cosmopolitan of Las Vegas, where he has been Chief Financial Officer since
2009, and previously held positions with Las Vegas Sands and Ameristar.
CLARION EVENTS Yeemay Huang has left Clarion Events to join OpenBet.
FUTURELOGIC FutureLogic has appointed Steve Zbin as Customer Experience
Manager, a new position.
GLI Gaming Laboratories International’s European arm GLI Europe has
appointed David Jimenez as Technical Manager of its GLI España lab in
Barcelona. Most recently he was Product Manager of the Gaming Department
at Applus; previous employers include Tyco Electronics.
LAS VEGAS SANDS Chris Cahill, a two-decade veteran of Fairmont Raffles
International where he served for a time as President and Chief Operating
Officer, has moved to Las Vegas Sands as Executive Vice President of Global
Operations. In the newly-created role he will oversee property operations in Las
Vegas, Pennsylvania, Macau and Singapore.
NEVADA GAMING CONTROL BOARD Nevada’s Gaming Control Board has appointed
three division chiefs to replace retiring or resigning staffers. Jim Barbee will now
lead the Technology Division, Shirley Springer will lead the Audit Division and
Brian Duffrin will head the Administration Division. “The addition of these three
very capable managers to new leadership roles comes when we are closely
examining new policies addressing advanced gaming technologies and the
implementation of regulation of online gaming,” said Gaming Control Board
Chairman Mark Lipparelli.
NEWAVE Karen Slak is the new Customer Advocate at Newave. In this new role,
her principal responsibility will be to liaise with casino clients to ensure their
systems are performing as desired. She most recently worked as Cage
Operations Manager for AVI Casino and Resort in Laughlin, Nevada; previous
roles include General Manager at Doc Holliday Casino in Central City, Colorado,
and Director of Slots at Isle of Capri in the same state’s Blackhawk. Before
that, she was Slot Manager for Players Casino (now Harrah’s) in Metropolis,
Illinois; Cage/Credit Manager for Argosy Empress Casino in Joliet, Illinois; Cage
Manager at Harrah’s Casino in Metropolis, Illinois; and Cage Manager/Casino
Manager for Glory Hole Casino in Central City, Colorado. She has also worked in
training and develoment for companies including Harrah’s Entertainment.
SPIELO INTERNATIONAL Lottomatica subsidiary Spielo International has named two
new people to its Asian team. Lai Fatt Chiang becomes General Manager of
Casino Systems for Asia Pacific, based in Malaysia; he was previously with RGB
International and with Spielo’s games division. Meanwhile, Maria Garcia
becomes Director of Sales for Asia (Casino Games), based in Macau. She was
most recently with Asia Pioneer Entertainment
SUZO-HAPP In Suzo-Happ Group’s European sales team, Harald Wagemaker has
been promoted to Sales Director; his previous experience includes a spell with
Epson. Lou Rudolph also joins the team as Regional Sales Manager with
responsibility for OEM sales to Italy, Greece and Eastern Europe; he was
previously a Sales Manager and interim Sales Director in Europe for JCM, and
has worked with other firms including Merit Industries and Global VR.
TCSJOHNHUXLEY Jean-Paul Symeonidis is the new Business Development Manager
– Canada for TCSJohnHuxley, based in Montreal.
MERKUR:Layout 1 23/02/2012 10:01 Page 1
p10 michael:Layout 1 30/04/2012 09:53 Page 34
NEWS EXTRA
Vietnam rolls dice on
Casino industry
Will Vietnam be the next big Asian gaming market? Innovate Gaming
asks the question and brings the answer
A
t the heart of Southeast Asia, bordering
gambling-hungry China to the North and
ripening Cambodia and Laos markets to
the South, Vietnam edges closer towards
establishing a lucrative casino industry. As
Asia’s 13th most-populated country becomes a key
destination for business and travel, the Vietnamese
government clears the path for casino gaming.
Poised to benefit from Chinese high-rollers and
global operators, Vietnam’s ruling Communist party
has toyed with a casino market for many years. A
handful of casinos deemed “entertainment centers”
already exist in the country with limited facilities and
only cater to foreigners. Select hotels are also licensed
to operate slots and electronic betting games.
But the industry is set to be transformed by
Canadian developer Asian Coast Development, who is
building two large casino resorts nearby the
Metropolitan area of Ho Chí Minh City. Located in
southern Vietnam, Ho Chí Minh City is the largest
region in Vietnam and populated by more than 9
million people. The city has good transportation links
with two airports, a major railway terminal and port.
The Ministry of Construction of Vietnam certified
Asian Coast Development to construct five Las Vegasstyle integrated resorts and two entertainment
centres in the city. The company has so far
committed us$4.2 billion into the project and is set
to open the first facility in 2013, which will be
managed and operated by MGM Hospitality, a
subsidiary of MGM Resorts International.
MGM Grand Ho Tram will be a five-star integrated
resort located approximately 125km south-east of Ho
Chí Minh City. The facility will launch with 500 slots,
90 live tables, a 541-room hotel and provide firstclass amenities typically found in rival Macau and
Singapore properties. Phase 2 includes a further 549
hotel rooms and 14 VIP villas, completing
development of the first resort.
Las Vegas-based Pinnacle Entertainment acquired
a 26 percent ownership in Asian Coast Development
10 MAY 2012
for us$95 million in August 2011 and entered a
management agreement to operate the second resort.
“We are excited about the growing list of world class
operators and development partners that have joined
the Ho Tram project,” commented Philip Falcone,
CEO of Harbinger Capital, a majority investor in
Asian Coast Development.
Genting Group has obtained an additional license
to construct a casino resort in the Chu Lai Open
Economic Zone. The Malaysian-based company, who
operates gaming facilities in Malaysia, the Philippines
and Singapore, has partnered with Vietnamese asset
management group VinaCapital to develop a us$4
billion integrated resort.
LV Sands is also eager to start construction of two
proposed resorts in Vietnam, one in Ho Chí Minh
City and another in the more conservative northern
region of Hanoi. The company has outlined plans to
pump us$6 billion into the two gaming complexes
and has designed concepts for the Ho Chí Minh City
project, which closely follows its structural
masterpiece in Singapore.
Like China, the Vietnamese government does not
allow its citizens to gamble within the country. But
analysts suggest a legislative amendment could be
put in front of Prime Minister Nguyen Tan Dung as
the industry unfolds. Vietnam’s Minister of Finance
recently led a delegation of officials to Singapore to
meet members of the gaming board and learn about
the operation.
Innovate Gaming is a free online resource of
the latest news and innovations in LandBased, Online and Mobile gaming industries.
We provide daily gaming reports from around
the world and feature product, technology
and social media information for the industry.
www.innovategaming.com
alphastreet:Layout 1 07/02/2012 14:40 Page 1
p12 Stateside:p12 Stateside 30/04/2012 09:54 Page 12
STATESIDE
Stateside
Sharon Harris implores you to see the big picture
I
Revel instituted
four to six-year
term limits for
816 key service
jobs such as
dealers and
servers. Those
employees who
were not
promoted, fired or
departed will have
to reapply for their
positions.
12 MAY 2012
n yet another government scandal, Las Vegas is
unfortunately again in the news. Numerous
General Services Administration (GSA) federal
employees face investigations, potential firing or
criminal charges because of their lavish taxpayerfunded parties, conferences and unauthorized
vacations in luxury venues.
Photos and videos of a senior GSA manager in a
Las Vegas hotel hot tub with drinks, plus his partying
staff “rapping” about wasting money without getting
caught, have emerged. But, get caught they did.
The GSA mission is to oversee government
spending. But, a picture is worth at least a thousand
words for this $820,000 Las Vegas spectacle from
2010, which is apparently just the tip of the GSA’s
proverbial iceberg.
How ironic, considering April was 100 years since
the “unsinkable” Titanic tragedy. Like GSA, the
iceberg’s tip didn’t destroy Titanic, but what lay
beneath the surface did.
Nevada Democratic Senator Harry Reid and other
Las Vegas Democrats charge many congressional
members investigating GSA with promoting personal
political agendas over fact. Looking to minimize
blowback on Las Vegas or Reno, Reid suggested one
congressman “get a life”.
Nevada faces record unemployment and housing
foreclosures. Remember, Reid let Congress’s 2009 $787
billion Stimulus Package exclude any gaming assistance.
That was paired with President Obama warning people
they can’t “blow a bunch of cash on Vegas”.
Will further exposure of blatant systemic
mismanagement affect all the November elections? I
hope so. Taxpayers like me expect clear answers. As
the Obama campaign theme is “fairness”, how fair is it
for millions of hardworking taxpayers to underwrite
this decadence. I’ve never had such generous expense
accounts on any job.
Folks, we have government gone wild. Can these
career politicians use the public’s lens about the
brazen money squandering and fraud rather as it
impacts their careers? Public outrage is growing.
Currently, several GSA employees are on leave, some
have resigned and others may face criminal charges.
To me, these GSA losers reflect the unemployable.
Their incompetence, combined with no common
sense or integrity, overshadows any personal skills.
But, their government unions may protect them from
termination. Can you imagine private sector casino
workers anywhere not getting fired instantly?
When Las Vegas marketers and politicians promote
their “what happens in Vegas stays in Vegas” slogan,
they must accept when what happens in Vegas doesn’t
stay there and becomes part of the public dialogue.
Conversely, about 2200 miles away, Atlantic City’s
smoke-free $2.4 billion Revel casino resort opened with
a champagne toast at dawn on April 2. At 710 feet and
47 stories – New Jersey’s second tallest – the 6.3million-square-foot building occupies 20 acres. All 1,898
floor-to-ceiling glass guest rooms have ocean views.
Designers recognized the future profitability of nongaming amenities, resulting in a smaller 130,000square-foot casino. Revel features 14 restaurants, a
31,000-square-foot spa, 55,000 square feet of retail,
10 pools and a 42-000-square-foot performance deck.
Two theaters entertain 5,500 and 700 respectively.
The oceanfront property makes a statement, thanks
to CEO Kevin DeSanctis’s leadership and
determination to overcome years of delays and
multiple personnel tragedies. Revel epitomizes slick,
trendy and hi-tech.
More than 63,000 applied for 5,000 jobs, but
unlike Washington, DeSanctis has unique
perspectives on employment. He developed a
revolutionary staffing policy, partially based on
several economic realities.
Revel instituted four to six-year term limits for 816 key
service jobs such as dealers and servers. Those
employees who were not promoted, fired or departed will
have to reapply for their positions. He wants to maintain
a motivated, attractive staff that does not burn out.
However, some of these employees choose to
remain in place since their tipped jobs often pay
more than salaried positions. The kinks have to be
worked out. The local union charges potential
discrimination as an employee ages.
DeSanctis rejects them and their theories, saying
“Local 54 tried everything to kill this project. We have
nothing to talk to them about, but I do commend
them on their efforts…”
Revel is the first to launch this type of program, but
others may follow. Private industry typically rewards
productivity and competence…the public sector
often protects complacency and incompetence.
Just ask the GSA, a reminder that Washington is
the granddaddy of all waste. Sadly, Atlantic City has
its own storied history of overspending.
Leave business leaders and investors alone to
actually thrive and prosper. Smart people usually
find a way to succeed. Then, everyone wins.
Good luck to Revel. The region’s residents haven’t
crossed their collective fingers with such high hopes
since the Borgata opened in 2003.
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Latino
America
Ricki Chavez Munoz reports on what’s happening in South America
oda la algarabía de haber experimentado FADJA 2012,
como un gran evento internacional, en Bogotá el mes
pasado, ha quedado como un gran paso adelante en
la industria del juego latinoamericano, reportamos
líneas abajo. Sin embargo, no todo es color de rosa en
la industria como lo comentamos para el diario electrónico
líder, www.casinocompendium.com en la nota siguiente.
T
A
Ahora, nos dirigimos a México para ver a la industria de juego
a dos meses de las elecciones presidenciales y ocho meses
después de la tragedia del Casino Royale; y los desmanes que
siguieron como consecuencia de exageradas medidas por parte
de las autoridades para tratar de ordena una industria de juegos
sin el debido ordenamiento que una clara Ley de Casinos le
podría dar, y andando como la cucaracha por regirse bajo una
sexagenaria Ley Federal de Juegos y Sorteos de 1947 con su
acomodado infantil Reglamento del 2004.
Now, we are on our way to Mexico to see how the industry
shapes up two months before July’s presidential elections and
some eight months after the Casino Royale tragedy; and the
outrage that followed as a consequence of administrative
excesses in order to control operations without proper
guidelines. Indeed, how could regulators control an industry
without the clarity of a Gaming law, but under the haphazard
and outdated Federal Games and Lottery Act of 1947 with a
made to measure and dynamic Regulation of 2004?
ELA 2012, durante los días 1617 de Mayo, va a ser el barómetro
de cómo se proyecta la industria
del juego mexicano, y tendremos
un agudo reporte sobre esto en la edición de junio. Lo que si es
cierto, es que en México siempre existe un entusiasmo bárbaro,
y de seguro nos encontramos con una industria pujante y
vibrante como lo hay pocas en el mundo. ¡Allá nos vemos!
ELA 2012, during 16-17 May, will be a barometer of the way
the Mexican industry shapes up and we shall have an
insightful report on this in our June edition. Whatever
legislation and regulations, however, Mexico is always full of
enthusiasm and we are sure to see a vibrant industry like few
in the world today. See you all there!
ll the excitement and fun of FADJA 2012, as a gran
international event, which was celebrated last
month in Bogota, remains as a great leap forward
in the Latin American industry as reported below.
Nonetheless, not everything is honky dory in the
industry as we reported to leading daily journal
www.casinocompendium.com as seen below, also.
Ricki.
Ricki.
Illegal gaming by presidential order
El juego ilegal por orden presidencial
Los casinos ilegales se multiplican en Venezuela, Ecuador y
Rusia, después que tres administraciones declararan ilegal esta
forma de entretenimiento con por orden presidencial bajo
sendas maniobras políticas, para dejar sin empleo a miles de
14 MAY 2012
Illegal casinos have been spreading like the plague across
Venezuela, Ecuador and Russia ever since presidential orders
decreed the closure of previously licensed casinos in those
countries, leaving thousands of people out of work and
thousands of families also without support. The three political
casino-banning potentates - Chávez, Correa and Putin - share
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LATINO AMERICA
trabajadores y despojar el sustento familiar a otras miles de
familia.
Tanto Chávez, como Correa y Putin, creen endiosados que
pueden tapar el sol con un dedo, cuando son meros Hugos,
Rafaeles y Vladimiros, entorpecidos por el poder y sin memoria
real de como vive la gente. Estos tres amigos han sido vecinos
de la corrupción y al verla tan cerca solo atinaron a medidas
populistas atacando un sector de la industria por ser un blanco
fácil.
Las noticas que llegan de Maracaibo sobre el funcionamiento
de salas de juego ilegales en casas particulares, restaurantes,
clínicas veterinarias y cuanto negocio ponga la cara al juego
ilegal no es sorprendente porque es una condición natural de la
condición humana el azar y el riesgo. Las noticias también
llegan de Ecuador sobre el juego ilegal, mientras que en Rusia
ya han demandado a altos funcionarios por ser parte de mafias
de millonarios casinos ilegales.
Comentando sobre el juego ilegal en su ciudad, el intendente
de Maracaibo, Adrián Romero, dijo: “Muchas de las personas
encargadas de esos lugares son ex trabajadores de los bingos y
casinos que fueron cerrados, y los jugadores son mayormente
personas de la tercera edad, y aunque juegan sanamente está
prohibido por la ley y quienes van a esos lugares lo hacen a
todo riesgo”.
FADJA 2012 tuvo inolvidable alegría y
grandes resultados
No porque hubieran exóticas danzantes árabes con
voluptuosos contorneos que embriagaban a los visitantes al
magnifico stand de R. Franco; ni porque un Cantinflas del nuevo
milenio nos hiciera reír con sus ocurrencias y legendario léxico
de cuate poblano en el stand de Merkur Gaming, reviviendo
memorias e imágenes idas; ni tampoco porque las bellas chicas
del Miss Gaming Colombia nos transportaban hacia sensuales
visiones de pasarelas de la lata costura, sino porque la gente en
los pasillos y muchos de los expositores lucían contentos por los
resultados en ventas durante los dos días de FADJA 2012.
Un satisfecho expositor nos comentaba que “esta ha sido la
mejor feria que he tenido en mas de diez años de participar en
eventos que van desde Londres a Las Vegas, ¡pasando por
Moscú!”. Creemos que de repente exagera, o que todos los
ángulos infinitos de poliedros borgesianos han encajado con
precisión abriendo la puerta del laberinto lúdico de su suerte; o
que simplemente tanto su producto como su estrategia de
ventas tuvieron el escenario perfecto para exceder sus objetivos.
Felicitaciones al dinámico José Anibal Aguirre, gestor, director
y pujante empresario de eventos al frente de su firma 3 A
Producciones, quien ha logrado cumplir con muchos de sus
objetivos en esta Feria Andina de Juegos de Azar 2012, pero el
viaje a estos resultados ha tenido un poco de las sinuosas curvas
de una montana rusa aderezada con las usuales vicisitudes que
nuestros países que buscan alejarse de las “memorias del
subdesarrollo”, todavía nos imponen, ¡porque así es la cosa,
pues!
Pero seguimos en la lucha; y mientras el mundo del G25
busca soluciones para algunas economías en declive como la
16 MAY 2012
the self-belief that as chosen messiahs they can fulfill their
vision of eliminating the dangers of gaming from society, a
belief as erroneous as King Canute’s of stemming the tide.
Blinded by power and out of touch with ordinary people,
ordinary Hugo, Rafael and Vladimir have lost all memory of
ordinary human behaviour; and when touched by corruption
at close quarters have reacted in extremis attacking the
gaming industry and using it as a soft target to distract
attention from real political issues. <BR><BR>
News arriving every day from Venezuela about illegal
casinos and slot rooms set up in restaurants, veterinary clinics,
private homes and everywhere possible, does not surprise
anyone because gaming is a natural human condition. There
is also the need to earn a living by those people now out of
work. Similar news also arrives from Ecuador and in Russia
there are reports of illegal gaming in high places, including
administration functionaries and multimillion dollar mafias.
A high Maracaibo official commented on illegal gaming in
this oil rich Venezuelan city: “Many persons running these
places are former casino and bingo workers from properties
that were closed down and the players are mainly retired
people. As gaming is prohibited by law, whoever goes to these
places does so risking everything”.
FADJA 2012 – Unforgettable fun and
formidable form
It wasn’t the exotic Arabic dancers full of voluptuous and
sensual charm who dazzled the visitors to the magnificent R.
Franco stand; nor was it a new millennium Cantinflas
replicating 80 Days Around the World humour (minus David
Niven) making us laugh just by the dancing gestures on his
puckish face or his Mexican-style Simple Simon convoluted
wit in ‘concert’ at the Merkur Gaming booth, reliving
memories and foregone images of yesteryear; and neither was
the presence of beautiful Miss Gaming Colombia girls
scintillating in our minds and transporting us onto haute
couture catwalks. It was just the ordinary visitors in the expo
halls and the exhibitors in their booths that had that aura of
fun and contentment as the 2-day event of FADJA 2012 was
coming to an end, after some unforgettable fun plus some
great results at the latest Bogota venture.
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LATINO AMERICA
FADJA 2012: Manuel San Román,
Carolina Moncada, Rodrigo Vélez Jara,
José Anibal Aguirre, Farouk Urrutia,
Baltazar Medina, Jesús Muñoz y María
José Gallardo.
pobre Grecia y las atribuladas España e Irlanda, y miran a varios
tigrillos del Pacifico Oeste sostener envidiables tasas de
crecimiento durante varios años; las industrias del juego de
Chile, Perú y Colombia se posicionan sólidamente dentro de un
grupo selecto países con juego reglamentado, con el soporte de
la seguridad jurídica impuesta por la voluntad política de
seguidas administraciones para brindar confianza a
inversionistas locales y extranjeros.
A satisfied FADJA customer commented ecstatically: “This
has been the best ever show that I’ve had in ten years
exhibiting in places from London to Las Vegas, through to
Moscow!” Methinks, perhaps this exhibitor is putting on the
Ritz too much. Or perhaps all the infinite ‘Borgesian’
labyrinths lead up to the lucky ludic exit of his good fortune.
Or perhaps to put it mildly, that his product as well as his
sales strategy, just had the perfect stage to exceed his target.
Esta FADJA vio regresar a varias empresas y la participación
de otras nuevas, aparte de lideres globales como: Novomatic,
International Game Technology (IGT), Bally, Ainsworth, MEI
Group, Aristocrat, Merkur, TCSJOHNHUXLEY, Inspired, WMS,
R.Franco, Belatra, y el debut de Spielo International (que
comprende a Atronic), Boss, Heal Technology, Feral Electronics,
Gold Club, Mundo Video, SIQ, COECSA, y Miss Gaming
International, entre otras distinguidas empresas.
Congratulations to Jose Anibal Aguirre, dynamic creator,
director and promoter of the events organized by his firm 3 A
Producciones, who has achieved most of his targets in his
Andean Gaming Industry Expo 2012; but the journey to such
dizzying heights has not been easy and has had some roller
coaster swings seasoned with the usual vicissitudes that our
Latin American countries dish our freely as they seek to get
away from the “memories of under development”, which are
still imposed on us. It is just the way it is!
El Hard Rock Hotel & Casino llegaría a
Perú en 2014
El Perú se ha puesto de moda y no solamente por su deliciosa
gastronomía sino por las inversiones que un país con
crecimiento sostenido del 8% por mas de un lustro brindan; y
ahora nos informan que la marca hip de entretenimiento Hard
Rock vuelve a Lima, no solamente con un nuevo y espacioso
“Hard Rock Café”, con inauguración prevista para setiembre
próximo en el Boulevard del Jockey Plaza de Monterrico, sino,
que con un casino también en 2014.
La cadena Hard Rock Hotel & Casino, de gran éxito en Las
Vegas y Florida, EEUU, con casinos en Tampa, Hollywood y
Miami Norte, seria el gran nuevo complejo turístico que
inversionistas planean para Miraflores o San Isidro, dos distritos
18 MAY 2012
But the struggle is long and hard ‘y seguimos en la lucha’.
While the G25 world seeks solutions to some declining
economies such as stricken Greece, and while Spain and
Ireland are under pressure, and in fact all of Europe looks
overseas and sees three young tigers in the West Pacific
sustain economic growth for a few years already, the gaming
industries in Chile, Peru and Colombia find themselves
positioned with solidity within a select group of countries.
And this is possible because apart from economic growth, the
gaming industries have the support of first world gaming
legislation imposed by the forward thinking political will of
continuous administrations committed to enhance confidence
in local and foreign investment.
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LATINO AMERICA
chic de la capital peruana. Se calcula que la inversión para este
nuevo cinco estrellas de la marca Hard Rock estaría entre US
$35 millones, y se anticipan mayores detalles en los próximos
días después de “la adquisición de la franquicia del hotel y
casino, proceso que se encuentra en la última etapa de
negociación”.
SAGSE PANAMA 2012 - Todo el Gaming en
el mejor lugar
Tras 8 años de constante crecimiento en el mercado
centroamericano y del Caribe, SAGSE Gaming Panamá está casi
al completo. SAGSE ha elegido a Panamá como Hub del Juego,
ya que conecta directamente a toda América Latina.
Actualmente son 780 casinos y salas de juego de la región que
tienen la posibilidad de visitar SAGSE. Panamá 2012 es una
oportunidad única, durante los días 27 y 28 de junio en el
Cetro de Convenciones ATLAPA.
“Cabe destacar que desde Junio en concordancia con la expo
SAGSE, se le suman los 332 casinos del estado de nevada que
20 MAY 2012
FADJA 2012 saw the return of several gaming companies
and the participation of some new ones also, apart from
global industry leaders like Novomatic, International Game
Technology (IGT), Bally, Ainsworth, MEI Group, Aristocrat,
Merkur, TCSJOHNHUXLEY, Inspired, WMS, R.Franco, Belatra;
and the debut of Spielo International (including Atronic),
Boss Gaming, Heal Technology, Feral Electronics, Gold Club,
Mundo Video, SIQ, COECSA, plus Miss Gaming International,
amongst other reputable brand leaders.
Hard Rock Hotel & Casino to open in
Peru in 2014
Peru is a preferred destination these days, and not only for
its delicious gastronomy, but as an investment country that
has been sustaining economic growth in the 8% range for
more than five years. Now hip entertainment global brand
leader, Hard Rock, returns to Lima, and not only with a new
and spacious “Hard Rock Café” that will open next September
at upmarket Jockey Plaza in fashionable Monterrico, but with
an imposing casino scheduled to open in 2014.
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LATINO AMERICA
tendrán vuelo directo de Copa Airlines a Panamá”. Destacó
Giorgio Gennari Litta, CEO de Monografie, organizadores de los
eventos SAGSE.
Ya han confirmado su participación las empresas
internacionales más destacadas del sector: Ainsworth, Aristocrat
Gaming Lounge, Arrow International, ASAP, Automated
Transactions, BELATRA, Casino Management, Catedrales Del
Juego, Cole Kepro, DEK International, DLV, DUX Casino, Foster
Casino Supplier, Gemaco, GLI, Goody Uniformes, Industrias
Cattan, JVL, Konami Gaming, LNB - Lotería De Beneficencia
Panama, MEI, Merkur Gaming, Molina International, Novomatic,
R. Franco Americas, SAGSE Case Study, Spielo International
(Atronic), Stylgame, Taiping Carpets, y Universal Circus Games,
entre otros.
A tener en cuenta: Panamá y el Caribe son mercados para
atender personalmente.
Sus operadores prefieren hacer tratos cara a cara y es por tal
motivo que eligen a SAGSE Panamá como su punto de
encuentro. Anualmente asisten más de 1000 empresarios y
ejecutivos de alto rango de toda la región y una significativa
presencia de operadores de México.
The Hard Rock Hotel & Casino brand, with prosperous
operations in Las Vegas and in Florida - where casinos in
Tampa, Hollywood and Miami North are the only properties
in that state to offer tables action and no limit jackpots - is
now the new tourist destination that investors are planning
for chic Miraflores or San Isidro districts in Lima, with a new
US $35 million five-star hotel and casino.
SAGSE PANAMA 2012 – All the Gaming
industry in the best destination
After 8 years of growth in the Central American and
Caribbean, SAGSE Gaming Panama is almost sold out. (See
floorplan http://www.sagsepanama.com/plano.htm) SAGSE has
chosen Panama as the hub connecting all Latin America.
Currently there are 780 casinos and gaming halls in the region
that have the opportunity to visit SAGSE Gaming Panama 2012
on 27-28 June at the ATLAPA Convention Centre..
“From June and in conjunction with the expo SAGSE, 332
casinos from the state of Nevada will also be connected with a
nonstop flight from Copa Airlines,” remarked Giorgio Gennari
Litta, CEO of Monografie.
El trascendente
desarrollo
inmobiliario que está
aconteciendo desde
los últimos años en
la ciudad de Panamá
junto al inicio de las
obras de ampliación
del Canal y la solidez
económica que
propone el país , trae
como consecuencia
un seguro y notable aumento en la actividad de la industria del
juego.
Some of the leading international companies who are already
booked to attend SAGSE Panama include: Ainsworth, Aristocrat,
Arrow International, ASAP, Automated Transactions, BELATRA,
Casino Management, Cole Kepro, DEK International, DLV, DUX
Casino, Foster Casino Supplier, Gemaco, GLI, Industrias Cattan,
JVL, Konami Gaming, MEI, Merkur Gaming, Molina International,
Novomatic, R. Franco Americas, SAGSE Case Study, Spielo
International, Stylgame, Taiping Carpets, Universal Circus Games.
En conjunto con las instituciones oficiales Panameñas,
Monografie implementa una importante campaña de marketing
en todo el área de Latinoamérica que garantizará la presencia
en la feria de los mayores y más destacados operadores de los
casinos , salas de máquinas, bingos , loterías y juegos de
apuestas de Centroamérica, zona de Caribe, andina y México.
Thanks to the real estate development in Panama City, the
redevelopment of the Panama Canal and the economic
strength that this country offers, there is a significant
increase of gaming activity. Together, Monografie and the
Panamanian institutions promote an important marketing
campaign around the area of Latin America to guarantee the
presence of the largest and most prominent casino operators,
gaming halls, bingos, lotteries and gaming operators from
Mexico through Central America, the Caribbean and the rest
of Latin America.
SAGSE Panamá 2012 es la expo con más internacionalidad del
área de Centro América y el Caribe, siempre apostando al
desarrollo del mercado y potenciales negocios del sector.
Panama and the Caribbean markets need to be addressed
personally. Operators prefer to make deals face to face and for
that reason they choose SAGSE Panama as their meeting
point. Annually the show is attended by more than 1000
managers and senior executives from around the region.
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THE INTERVIEW
IGT’s Cloud is
all silver lining…
Rickin Chavez Munoz meets IGT’s Craig Churchill, a man visualizing
nirvana for IGT Cloud operators…
I
nternational Game technology (IGT) is
positioned as the global leader in the gaming
industry supplying gaming machines and
systems products that have gone from the design,
development and manufacturing stages to
gaming floors the world over. Well, this is old hat, but
recently, the company is also leading on technology
in online and mobile gaming solutions for the
regulated markets.
As a leading supplier of gaming products to the
world, IGT maintains a wide array of entertainmentinspired gaming product lines and target gaming
markets in all legal jurisdictions worldwide fully
committed to providing quality gaming products at
competitive prices, designed to help the operator
realize superior value and performance by serving
players better.
Latest in this mission of support to both operator
and player is the IGT Cloud Partner Program, which
had a first install at the Leo Gala Casino in Liverpool,
England, last month. We met with Craig Churchill,
IGT Senior VP of International Sales, during London’s
ICE 2012 event, where the IGT booth was teeming
with visitors.
Casino International: It’s so busy today that it
looks like everyone knows that IGT had been awarded
the International Gaming Awards “Best Slot
Manufacturer of the Year”. It seems that another great
year is ahead for IGT.
Craig Churchill: “Yes, it certainly has been a very
busy show for us and I agree with you, we have a lot
to be grateful for and I really believe a lot to look
forward to in the year ahead. Being named Best Slot
Manufacturer of the year is always such a compliment
and it’s an accolade that we really appreciate at IGT
as it’s a culmination of a lot of hard work from the
entire company. As they say, it takes a village!
For me personally, it’s also evidence that strategy
24 MAY 2012
for the International markets is working - whether it’s
leveraging our scale to operate better as a global
partner, developing world-class market attuned games
that resonate with local players or getting new and
exciting technologies like Cloud adding tremendous
value for our customers operations”.
CI: The award, though, must be that all IGT’s
efforts on R&D investment are bearing fruit. If I well
remember, it must be one of the largest budgets in
the industry with investment exceeding US $200
million in 2010 on hardware, software, and firmware
engineering, for game design, video, multimedia,
graphics, and sound. How is this shaping up for
2012?
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THE INTERVIEW
Craig Churchill: “IGT’s ongoing commitment to
research and development has driven innovation in
the industry time and again and I’m proud to be
part of a company that has this type of ongoing
focus. As you say, these types of R&D budgets are
far and few between in this industry and that’s why
we spend a great deal of time listening to our
customers and future gazing across the industry in
order to optimize our investments for all
stakeholders. One example of this type of relentless
focus is around market attuned content. This year,
we premiered our localized, market-attuned games
that are designed to appeal to global audiences
while being tailored for specific regional cultures.
This was done by investing in market research
across several regions around the globe. By focusing
on game play and themes that resonate with local
players, we have developed exclusive Asian-themed
titles such as Pearl Dragon and Eastern Gems for
the Asian player. IGT’s new video slot themes
Carnaval Riches, Dia de Muertos™ and
Huevocartoon® cater to the Latin American players.
We will be doing further market research in more
countries and regions as we move forward with this
concept. In addition, we are showcasing a full
catalogue of pop culture games that reflect the
strong relationships we maintain with major,
international licensors. This allows us to roll out
blockbuster games such as The Hangover,
Ghostbusters, Sex and the City Fabulous, Elvis the
King and many more exceptional titles”.
CI: Of course, right now, the IGT Cloud Partner
Program seems to be one of the most exciting
products to innovate the gaming floor to give
operators new opportunities to connect with their
players and capitalize solution services for the future.
Apart from the groups that have signed in for the
programme, are there any new additions after this
year’s ICE?
of the tremendous possibilities unfold before
their eyes in the early stages of testing. In my
opinion, having already witnessed the
success of this in the technology sector, with
services from companies such as
Salesforce.com and Amazon, this is the
beginning of a new type of ‘en-mass’
operational service that has the potential to
radically benefit all types of casinos. Once
again this is evidence of IGT’s R&D budget
in action.
“As it relates to some of the specific
benefits of IGT Cloud, this solution gets to
the heart of the conundrum of how to
streamline floor operations in its many
forms without increasing total cost of ownership
(TCO) of the technology and management
ecosystem that surrounds it; that’s nirvana right?
Well in fact, we are really looking at going way
beyond this in the future to answer the question of
how to, ultimately, reduce the TCO for some of the
basic floor management services and give
“…this solution gets to the
heart of the conundrum of
how to streamline floor
operations in its many forms
without increasing total cost
of ownership”
customers the option to layer additional valueadded services on top so they can begin to
experiment in ways they never thought possible in
the past. By making this solution as ‘appliance-like’
as we can make it, my prediction is that floor
management and even casino management of the
future will become part of a basic dependable
fabric, much like the dial-tone of a phone is today,
thus freeing the casinos up to focus on what they
do best, world-class customer service and patron
hospitality.
“The other great thing about the IGT Cloud is that
it complements our casino management systems
solutions today and in the future, which continue to
deliver compelling casino floors and entertaining
player experiences”.
Craig Churchill: “Interest in IGT Cloud and the
IGT Cloud partnership program is ‘white hot’, and
momentum continues to build every day. The fun part
of this is watching word spread across the industry as
participating operators go live and begin to see some
MAY 2012 25
p26-30 Macau:p14-18 Macau.qxd 30/04/2012 10:07 Page 14
by
Emanuel Graça and Paulo A. Azevedo
Lucky Number Three
In a Macau Business exclusive, senior executives from Sands China
Ltd talk about opening Cotai Central – a casino resort built for the
mass-market tourist trade
W
hile half of Macau’s gaming
operators are waiting to make their
move onto the Cotai Strip, Sands
China Ltd has opened its third
property there. The first phase of
Sands Cotai Central, which opened April 11, follows
the Venetian Macao and the Plaza Macao, which
includes The Four Seasons Hotel and shopping mall.
Cotai Central’s first phase features more than 600
five-star rooms and suites under the Conrad hotel
brand and another 1,200
four-star rooms from
Holiday Inn. Each of
these brands has built
their biggest hotels in the
world here.
The opening adds
another 28 shops, a
10,000-square-metre
Himalayan-themed
casino, VIP gaming areas,
meeting space and food
and beverage options to
Cotai. About 6,200
people were hired to work
on the property.
Sands China president
and chief executive
Edward Tracy says the
new property underlines
the company’s
commitment to massmarket hospitality and
gaming – a segment in
which it is a clear leader.
26 MAY 2012
“We will continue to focus on the mass market and
our products are built to do that,” Mr Tracy said in an
exclusive Macau Business group interview with the
top company officials involved in the launch of Cotai
Central. “We obviously build for the VIP as well, but
those typically are hotels within hotels, operations
within operations.”
Complete suite
Mr Tracy says the mass market includes a lot of
offerings, which patrons in Macau can find at Sands
China properties. “It is not just hotel rooms. It is also
entertainment offerings. It is retail and it is the MICE
business.”
When fully operational next year, Cotai Central will
be the biggest casino resort in Sands China’s
portfolio. By then, the property will boast 5,800 hotel
rooms, with the addition of nearly 4,000 rooms and
suites under the Sheraton brand, half of which will
open in September and the remainder next February.
This will be the biggest Sheraton in the world.
Cotai Central will also include two casinos, almost
100 shops, more than 20 eateries and 20,000
square metres of meeting and convention space. It
will contain a multipurpose theatre, currently under
construction and for which the company has yet to
unveil details – namely if it is going to host a
resident show.
Cotai Central may yet include a fourth hotel and
mixed-use tower to be managed by Starwood under
its St. Regis brand, according to Sands China’s
documents. It is expected to cost US$450 million
(MOP3.6 billion) to build, but will only be developed
“as demand and market conditions warrant it”.
Mr Tracy says with Cotai Central the company has
g2e asia:Layout 1 23/02/2012 10:52 Page 1
p26-30 Macau:p14-18 Macau.qxd 30/04/2012 10:07 Page 15
MACAU BUSINESS
“the opportunity to capture people who are currently
day-trippers, who cannot find accommodations that
are of high quality and affordable prices”.
“We are starting to pick up an increased level of
business, in particular across that four-star hotel
product,” says Kevin Clayton, executive vice-president
of marketing operations for Venetian Macau Ltd, a
Sands China subsidiary.
He says the addition of 5,800 hotel rooms to the
company’s portfolio will allow it to solve one major
problem – lack of enough accommodation to meet
demand.
Unlike at Sands Macao and the Venetian, the
gaming operator decided not to use familiar “Sands”
brands for the hotels at Cotai Central. It opted
instead to partner with hospitality companies with a
considerable footprint in the mainland.
“It makes sense to have that diversity, with brand
names that resonate with a lot of our customers,” says
Mr Clayton.
Shuffling tables
Once complete, Cotai Central will house two
themed casinos called Himalaya and Pacifica.
Himalaya opens in phase one and has about 600
slots, 216 gaming tables and four live electronic
gaming tables connected to 200 terminals for players.
Another 150 VIP tables can be found at the Paiza,
Cotai Central’s dedicated area for VIP premium and
junket players. The Paiza will host 11 fixed junkets.
The gaming operator will get 200 new tables from
the government for the first phase. That will use up
all the available tables under the cap of 5,500
28 MAY 2012
imposed until next year. The property’s other tables
will be sourced from Sands’ established casinos.
“Those are tables for which we don’t really have a
strong use and that we have been holding in
anticipation of opening Cotai Central,” says Sands
China executive vice-president and chief operating
officer David Sisk.
It could be far more difficult finding tables for
Pacifica when it opens in the third quarter. “Our
understanding is that we have another 200 new
tables that we were essentially promised [by the
government],” Mr Sisk says.
Sands China wants to ensure Cotai Central and its
sister properties across the street are tightly
connected. A pedestrian flyover connecting to the Four
Seasons will open in the first quarter of next 2013.
“What we are creating in Cotai is the world’s first
integrated resort city,” says Mr Tracy.
“Interconnectivity will be a big part of our future.”
Connectivity will play a big part in the future of all
the gaming concessionaires in Cotai. “The
convenience of the customer long term is something
we all will have to work together as operators,” Mr
Tracy says.
Sands China has also created a master identity for
its three shopping malls in Cotai: The Grand Canal
Shoppes at the Venetian, The Shoppes at Four
Seasons and Shoppes Cotai Central. Together they
will boast 600 shops and will be promoted under the
umbrella brand Shoppes Cotai.
The 28 shops that rcently opened at Cotai Central
include first-to-market brands Michael Kors, Sergio
BREGAL:Layout 1 02/05/2012 11:35 Page 1
p26-30 Macau:p14-18 Macau.qxd 30/04/2012 10:08 Page 16
MACAU BUSINESS
executive vice-president for operations at Venetian
Macau Ltd, says the gaming operator’s MICE business
is going well and will improve once the new hotel
rooms are available.
“We have more and more enquiries from very large
MICE groups”, some occupying up to 6,000 rooms at
a time, he says. The new development means “we are
getting to the point were we do have inventory to
attract those groups”.
Bumpy road
Rossi and Pink Grill.
“We are trying to create a critical mass so that we
become a whole shopping destination,” says David
Sylvester, the senior vice-president of retail Asia for
Las Vegas Sands Corp. Las Vegas Sands is the parent
company of Sands China.
Shoppes Cotai Central will feature natural light,
cascading waterfalls and green vegetation on rocky
cliff sides. Mr Sylvester says the complex will include a
full floor dedicated to family-oriented retail outlets,
opening in the third quarter.
“We have got a retail business that generates north
of US$1.3 billion a year,” says Mr Tracy. “High-quality,
duty-free shopping experiences are in demand and
we have expanded that portfolio in an attempt to
capitalise on that.”
In terms of positioning, the new Shoppes Cotai
Central will fit between the high-end Shoppes at The
Four Seasons and premium mass-market Grand Canal
Shoppes, says Mr Sylvester.
Sands China will continue its long play in the
meeting, incentives, conventions and exhibitions
(MICE) market. Although Macau’s MICE industry has
posted mixed results recently, Gunther Hatt,
Sands China did not provide performance
projections for Cotai Central.
“We are obviously optimistic,” Mr Tracy says. “A lot
of our business philosophies have paid dividends in
our current portfolio. So we expect to do well.”
Sands China’s investment in Cotai Central runs to
US$4 billion. The gaming operator has already
poured more than US$8 billion overall into Macau.
The ride for Cotai Central has been long and it has
not been easy. The global financial crisis and
recession forced site construction to be halted in
November 2008. It was resumed only in May 2010.
There were also changes in the hotel brands.
One of the hotel towers was to be managed by
Shangri-La International Hotel Management Ltd
but in March last year, Sands China and ShangriLa agreed to terminate the deal. Eventually, the
gaming operator signed a franchise agreement
with Hilton Worldwide and InterContinental
Hotels Group to use their Conrad and Holiday Inn
brands respectively.
After completion of Cotai Central, Sands China’s
next project for Cotai is parcel three, adjacent to the
Four Seasons. The company plans to build a 4,000room development there.
Sands China has not yet given up on going ahead
with parcels seven and eight. The appeal hearing
on a government decision not to approve the
company’s application for the two plots is
underway. Sands China says it had already invested
more than US$100 million in the sites before the
government’s decision.
Casino GPI ad:Layout 1 27/04/2012 09:20 Page 1
p32-33 konami-joingo:Layout 1 30/04/2012 10:09 Page 34
KONAMI
Konami develops innovative
mobile solutions for players
and employees
Konami has launched Konetic Mobile, a suite of exciting new
solutions for both employees and patrons that enhance the player
experience and drive new business to your casino… COO Steve
Sutherland and R&D VP Tom Soukup talked to Casino International
T
here’s a lot of buzz in our industry about
player retention and using mobile devices
to increase player traffic and spend, while
also improving the player experience when
they visit the bricks-and-mortar casino.
Konami’s applications – for both player and employee
– tie in with their casino management system to
bring benefits to everyone on the floor.
The Konami Casino Management System Player
Interface is a mobile gateway, which allows casinos
with KCMS to deploy their own branded Android,
iPhone, Blackberry, and Mobile web apps. It also gives
the casinos an opportunity to engage with their
guests more strategically and more often, while
offering players current offers and up-to-date
information on their loyalty club status – anywhere,
anytime. This kind of communication, directly into
the player’s hand regardless of where they are, is
incredibly valuable, and can be used with back-end
player analysis to conduct marketing faster and more
economically. Konami invested time and resources to
develop the powerful interfaces with its KCMS
database. It also built a mobile app which casinos can
deploy for their employees in order to provide
functionality that had previously required an
immobile workstation right to the employees’ mobile
devices. On the player side, in order to provide the
most customization and fastest speed to market for
KCMS customers, Konami partnered with mobile and
social technology company Joingo to build and
customize each casino’s player app. Steve and Tom
explain…
CI: What value does Joingo bring to your KCMS
suite?
Tom Soukup: What we have done is partner with
Joingo because they specialize in providing patron
applications on all smartphone platforms like Android,
iPhone and Blackberry. With the proliferation of
smartphones, you’re getting more and more
32 MAY 2012
information on your phone. Joingo has developed
applications for those individual platforms, while we
focused on providing the information necessary to
make these platforms deliver the ultimate value. We
created a portal or interface so information from
KCMS could be queried in real-time by the patron.
For example, let’s say they’re running a floor wide
progressive from Konami. We have a product called
LotABucks, that’s a floor wide bonusing app, and with
our Konetic Mobile solutions, players can check the
progressive levels from anywhere in the world. They
can also see their player account and see how many
comps they have, what their points are and make their
decisions to come into the brick-and-mortar casino.
It’s a way of extending the reach of the casino loyalty
program, so the customer does not have to come into
the casino to see their points, they can see their offers
and decide if they want to come in.
Steve: In effect it’s a great way for the casino to
engage their patrons remotely. It can either be selfdirected, where the patron can go and look at certain
things, but also the casino can directly communicate
to the patron through that portal and put offers out
there to try and re-engage them if they are dormant.
CI: There’s the opportunity for actual dialogue
with the player with this kind of development…
and the information the casino can gather about
usage could also be very valuable.
TS: Exactly. It’s having that one-on-one touch point
with that patron no matter where they are. At the
same time, we did do an in-house development of a
complete Konetic MobileTM Employee App on
mobile devices, which was developed to enhance
employee efficiencies and personalized customer
service. The application is equivalent to having a
KCMS workstation everywhere on the casino floor.
For example, an employee can walk up to a patron
and say, “Do you want me to cash that ticket for you?”
p32-33 konami-joingo:Layout 1 30/04/2012 10:09 Page 35
KONAMI
And the employee can do it right then and
there. Allowing the employees to use mobile
offers another touch point, enabling them to
interact with the customers – the customer is
after all the most important part of the
equation.
CI: What applications are there within
your back office that your staff member can
use to engage with a customer?
TS: It’s like having a mobile Konami Casino
Management System [KCMS] workstation. The
employee can do things like signing up a new
patron, someone not carded, the employee is
able to look at the coin-in on a device and sign
that patron right up; cash tickets; give comps;
handle disputes on the floor, and much more.
SS: On the other side it’s also a way to
recognize and engage with higher-end players
by sending notice to hosts that certain players
are on the floor. These valued players can be
greeted and hosts can see if they have any
requirements. The employee application makes
this very immediate and personable.
CI: You mentioned it makes it possible to
identify and engage with a player on the
floor that is of a high value to
the casino but that may not
yet be signed up to a player
loyalty scheme. That makes
such a system incredibly
valuable to a casino…
TS: We do believe the
employee application provides
incredible value to a casino.
Think about doing something like this five
years ago – you’d have to make a custom
application for a specific device, now with
different mobile platforms it’s much, much
easier. It’s like having a Windows Operating
Systems you can write for and it works on many
different devices. You don’t have to have one
specific device, it’s much easier to provide this
kind of facility with the technology that’s
available today.
We have worked with a customer on a beta site
for our employee app and we had a huge amount
of feedback from the test site. So we do believe
we have the strongest possible product that does
indeed provide an incredible value to casinos.
CI: Can you quantify the value of these
products? Is that possible?
SS: We may be too early to share quantifiable
numbers, but I think from an employee
standpoint, using our test casino, from their
perspective they have always been about
efficiency and improving the customer
experience. For example, before KCMS was
installed at their site, their players club was
significantly backed up and blocked the main
entrance to the casino for patrons to
manually redeem their Free Play.
With KCMS we took a very manual
process where patrons had to go to
the player’s club to cash in coupons
of five dollars or ten dollars of free
play, and pushed it to the machine
which improved the earnings of the
casino. Similarly, I think we’ll have some
quantifiable components related to the employee
mobile app further down the road but there are
definitely tangible efficiencies, customer service
quality aspects that will improve and the ability
to immediately engage with a patron.
On the Player Interface side, if it is properly
implemented there may be an opportunity to
drive increased visits to the casinos.
We ran a test case on the Internet side with
another company, where we were driving
incremental visits by engaging with the patron
over the Internet. Smartphones offer a similar
thing, so we believe there is significant value
in this.
CI: Perhaps in 18 months a casino will be
able to analyse player visits and see that
value, that a player only visited three times
in the previous year but now has your app
and has been eight times already that year…
TS: Right, it’s waiting that time and doing
that analysis; did you drive more trips, did you
drive more time on device, share of wallet; some
of the employee apps are gauged at driving
more share of wallet, so the patron isn’t leaving
the game, so casino staff can deliver service to
the patron in real-time right there at the slot
machine. The Player Interface gives players the
flexibility to see they have a five dollar free play
coupon that expires tomorrow, so that may
inspire an incremental visit or a longer stay if
they are on property already.
CI: Does the Konetic Mobile Player
Interface encompass any kind of serverbased gaming ideal, where the player can
pick up and play the game they left in the
bricks-and-mortar casino earlier that night?
Or are there other ways it can be used to
drive traffic in to the actual casino?
TS: One of the goals of this project is,
whether it’s an iPhone, Blackberry or web page,
is to reward a player that’s playing free games;
they might be playing their favorite slot game
but not wagering money, just doing it for fun.
Can we use that to help bring them back to the
actual casino? Perhaps. That kind of bounceforward Bonus incentive is a way to drive the
outside play for fun to the bricks-and-mortar.
CI: There’s a lot of interesting work going on
in CMS software in terms of player retention;
you have a lot of in-house expertise, but you
partnered with Joingo for this product. Why is
that?
TS: From a development standpoint, Joingo is
basically a Cloud app so they had created all
the tracking, reporting and all that intelligence
you would have on a mobile device. We could
have absolutely developed everything in-house
but we chose to partner with Joingo in order to
bring these powerful tools to market much
faster.
SS: We spent extensive time developing this
gateway or interface to provide people access to
the KCMS database in almost any location
that’s convenient for the player and/or
employee. We also recognized that our
customers might have strategic alliances with
other mobile development companies. Konami
will always need to have a preferred vendor we
can propose and that is moving in a similar
innovative direction, but as we deal with our
On the Player Interface
side, if it is properly
implemented there may
be an opportunity to
drive increased visits to
the casinos.
major customers, they may have existing
relationships themselves that they can continue
to develop. We spent a lot of time on the Player
Interface, so the operator community gets more
independence and flexibility with companies
they already have relationships with.
TS: Right. And the same Player Interface can be
used for the casino’s branded web site; it will grab
the information the same way a cell phone would.
CI: What’s the future of this technology,
do you think?
SS: Today our business is very locked in to
machines having bill acceptors, ticket printers,
hoppers; these devices will lend themselves to
more of a cashless environment where you don’t
need a ticket printer, a validator etcetera. There
are cashless environments around the world,
which are very efficient, but it does require great
toolsets in dealing with the patron at the floor
level. If the patron runs out of money in the
machine they’re playing, for example, and there’s
no bill acceptor, someone has to be readily
available to sort that issue out. Some casinos
have solved that with wireless technology, but
using a smartphone can be more self-serving and
very quick. There’s a huge benefit to driving
these devices to the floor, both at the employee
and patron level based on what the regulatory
environment will allow us to do.
MAY 2012 33
p34 cammegh cover:Layout 1 03/05/2012 08:15 Page 34
CAMMEGH’S EYECARD
EyeCard:
The evolution of
Cammegh’s
Billboard
Cammegh has a superb new game-enhancing product fresh for
customers at G2E Asia: EyeCard, a camera-based card recognition
system. See it up close on stand 504
I
n recent years, Cammegh
has expanded its portfolio
with a range of largely
technology-based additions
to its excellent, world
renowned Roulette products.
G2E Asia sees them take this a
step further, with an addition to
the Billboard line of table game
displays that will surprise and
delight existing customers – and
customers-to-be.
EyeCard is a camera-based card
recognition system where the
camera is mounted on top of a
Billboard display screen, and
trained on the card table.
Billboard is Cammegh’s successful
information display technology, a
high-resolution 1920 x 1200 pixel
display, which is perfect for
multimedia promotions as well as
game results.
Billboard, working with
EyeCard, enables viewers to see
the dealer’s card not as real time
film but in animation form for a
slick, entertaining addition to the game, and an
attraction for passers-by to get involved.
EyeCard is also a means to obtain the card
information as dealt in Baccarat, and it
automatically updates the traditional Baccarat
scoreboard.
It also can also be used on different games –
the Billboard controller with EyeCard can be
used on a Blackjack table and shows the
dealer’s hand, with animations to explain and
enhance the game – if the dealer has bust, for
example, an amusing infographic can enhance
the player’s experience and catch the eye of
other potential players. Not to mention a host
of statistics based on the dealers hand.
Many casinos currently employ an intelligent
show, but EyeCard has some advantages over
this type of reader, explains Andrew Cammegh.
“The shoe has a place in the market of course,
but we think this is a much more cost-effective
34 MAY 2012
way of delivering the same thing. EyeCard gives
players immediate game result data, it means
the operator is not tied to a particular card
manufacturer; they don’t need a shoecompatible card; life is simple for dealers too –
when burning cards you don’t have to alert the
shoe, you can just burn them, discard and deal
out. EyeCard simplifies things.
“The technology is all held within the display
controller, in the software and the camera, so
you don’t need a second expensive piece of
equipment on the table. It’s in the camera’s
ability to read the detail on the card.”
The system is installed at Grand Casino
Luzern in Switzerland, where Cammegh reports
the customer is “delighted with its speed,
reliability, customised graphics, and how neatly
it works with the Billboard system.” Andrew
added: “We’re already exploring new features to
build into it. Because it’s optically sensitive, we
can monitor behaviour and
actions which may be used to
reset statistics, dealer change
notification and even monitoring
betting behaviour – there is so
much we can deliver with the
EyeCard, it’s really exciting”.
“We plan to launch
EyeCardplus before G2E Las
Vegas, where in Blackjack it can
see not only the dealer’s cards,
but all the individual players
cards as well, which opens up all
sorts of other opportunities,
especially in the side bet and
security sectors”.
What makes this system really
special though, is that the software
can score and enhance a Baccarat
game, Blackjack and Roulette with
more games on the way; all menu
selectable from the same
controller. This means
simplification for the customers
operations and customer support
for the supplier. Andrew said: “Our
customers can have multiple game
content on the same controller, simplifying
support and product management. If a
customer wishes to switch games, they simply
change the game layout and select the
corresponding game setting from the Billboard
game menu; Black Jack becomes Baccarat simple. All tables will have the same Billboard
controller, and can have all games pre-loaded.
“For support, swap out a controller with a spare
with one having all the game content preloaded.” Andrew explained, “We are also working
on new games; soon we will be able to add
Three Card Poker to the menu options list, it’s
very exciting and demonstrates the flexibility the
Billboard can deliver our customers”.
It’s easy to see why Cammegh are so excited
about the superb EyeCard product – and that
Asia is a market crying out for such an
innovation, though the potential is there for
EyeCard to take off all around the world.
aristocrat:Layout 1 20/04/2012 08:18 Page 1
p36 bally:Layout 1 30/04/2012 10:11 Page 34
G2E ASIA 2012
Bally brings Jackson
to Asia
Find Bally’s vast array of product on booth 1003 at G2E Asia. You will
not be disappointed…
B
ally Technologies will exhibit an
ample array of innovative gaming
and systems solutions, including
the world-class licensed brands
Michael Jackson King of Pop,
Grease and Betty Boop’s Fortune Teller at the
G2E Asia trade show in Macau, May 22-24,
booth number 1003.
World-class entertainment
Taking center stage in Macau will be Michael
Jackson King of Pop, which features one of the
most widely beloved and influential artists
of all time in an exciting, music-filled
game on Bally’s new Pro Series V22/32
cabinet with the custom, Pro surroundsound chair.
Offering everything from mystery wilds
bonuses and free games bonus events
and featuring hit songs Bad, Beat It, Billie
Jean, Dirty Diana, and Smooth
Criminal, this game is highlighted
by a U-Spin Platinum Record Bonus
and video clips showcasing the
performer. Michael Jackson is
represented exclusively for
licensing by the Bravado
International group.
Grease, inspired by Paramount
Pictures’ 1978 American musical film
about two love-struck teens in a 1950s
high school, is Bally’s first doubleplay game, featuring two, 25-line
games - enabling the player to play two
games at once. And Betty Boop’s Fortune Teller,
the new companion game to the hit Betty
Boop’s Love Meter, offers an unprecedented 15
bonuses at any bet. Fortune Teller also features
the U-Spin fortune wheel, and an innovative UChoose bonus that gives control to the players,
letting them pick their preferred bonus. Both of
these globally recognized new brands are
available on Bally’s trailblazing ALPHA 2 Pro
Hammerhead cabinet.
36 MAY 2012
Market-oriented game content
The company will exhibit a large number of
Asian-themed titles including Blazing Dragon,
Moon Dynasty, Rainbow Dragon, Tiger
Treasures and Lucky Dragon on the sleek Pro
V22/22 cabinet. Additionally, the games Sakura
Festival and Dragon will be showcased on
Bally’s imposing Pro V32 cabinet. And lastly, for
the award-winning Pro Curve cabinet, featuring
the industry’s only curved LCD to emulate
spinning reels on a video slot; G2E Asia
visitors will experience the titles Beijing
Treasures and Great Wall of China among
others.
It will also showcase the Golden
Empire and Jeepney Joyride mystery
progressive links. Golden Empire and
Jeepney Joyride were developed locally
for the Macau and Philippines gaming
markets respectively. These mystery
links feature themes targeted for the
region and enable players to win one
of the three or four randomly
triggered progressive jackpots,
depending on the operator’s
configurations. Golden Empire and
Jeepney Joyride link over standalone
video slot machines allowing jackpots
to be triggered randomly during game
play; no max bet is required to win one
of the progressive amounts.
Arcade-like play mechanics
Another highlight of Bally’s exhibit will be
the award-winning game Fish’n for Loot and
Total Blast. These exciting new games introduce
Bally’s U-Shoot virtualshooting gallery bonusgame play mechanic in which the player
touches the iDeck to create weapons for
“shooting” at targets on the main game screens.
Likewise, Bally brings the arcade favorite
SKEE-BALL to casinos in Macau on the Pro V32
cabinet. The game includes a bonus feature in
which players touch and slide to throw the
SKEE-BALL, winning
“tickets” that enable
them to “Pick a Prize”
on the game that reveals
credit awards.
All That Jazz, also
featured on Bally’s Pro
V32 cabinet, has a
revolutionary iDeck
feature called U-Play, in
which players touch and
play virtual piano keys.
Players attempt to follow
a melody by playing the piano keys. Every note
is converted into numbers which populate four
bonus reels. At the end of the song, the reels
are spun to reveal the base-game prize.
Another show-stopper will be Bally’s Elite
Bonusing Suite (EBS), which, when combined
with the iVIEW and iVIEW DM player-userinterfaces, adds dramatic new levels of
excitement and anticipation to the slot-play
experience. The EBS applications delivers floorwide, interactive promotions, second-chanceto-win events, and the ability for players to earn
valuable rewards, all without interrupting play
on the base game.
The Bally Mobile team will
also be on hand to give live
demonstrations of the
company’s cloud-based custom
mobile apps and mobile
websites for casino patrons and
internal-facing apps for casino
employees.
AINSWORTH:Layout 1 24/04/2012 11:36 Page 1
P38 CPS-futurelogic:Layout 1 30/04/2012 10:12 Page 2
G2E ASIA PREVIEW
CPS: G2E Asia still number 1
Find Crane Payment Solutions on booth 804
C
rane Payment Solutions will be
showcasing its range of cuttingedge products for the Asian market
at this year’s G2E Asia. Amongst
the range of products and
technologies on display will be CashCode
and Money Controls branded
products, including coin
and bill validators, and
hoppers.
Bill Murphy, Asia Pacific
Sales Director for Crane
Payment Solutions said:
“G2E Asia is still the premier
gaming show for Asia and attracts key
decision makers from all gaming
related operators in the region so it
is an important event in our
calendar. The show provides Crane
Payment Solutions with a valuable
opportunity to have one to one
quality time with our customers.”
The key product focus will be on the
CashCode one bill validator which offers a
range of benefits to casinos and OEMs across
the region. These include: a universal design to
accept all currencies; one single hardware
platform to reduce support and operation
costs, and flexible architecture with multiple
options and configurations. CashCode one™
also comes with oneCheck, a complete payment
and cash management solution developed for
casino applications. oneCheck is an
asset reporting and tracking
cashbox management
solution for both bills
and tickets, offering
dispute resolution at
the press of the button,
as well as CAPR (Cash
Audit and Performance
report) and hot box
tracking. Crane Payment
Solutions work with the
leading TITO printer
manufacturers for the
oneCheck solution.
Other products on the
stand will include the
Money Controls Cyclone and
Universal hoppers range, and the
Condor Premier coin acceptor. The Universal
Hopper offers an unrivalled performance
including reduced operating costs and
extended operating lifetime, savingon
maintenance
costs. The
Condor
Premier is
ideally
suited to the
demands of
casino slot
machines,
combining
high
acceptance
rates with
proven
‘virtual
sensing’ technology. As a result, it delivers high
levels of security and fraud prevention.
Bill Murphy added: “At Crane Payment
Solutions we are monitoring developments in
Asia and are very positive about the next few
years, we see significant growth potential in
Macau, Philippines, Vietnam and other parts of
SEA. We are well positioned to meet the needs
of customers in these markets and look forward
to showcasing our products at G2E Asia.”
Crane Payment Solutions will be exhibiting
on stand no: 804
FutureLogic to unveil
PromoNet v2.0 in Asia
Stand 1027 to see GEN3 Evolution, TableXchange and much, much more
F
utureLogic is launching the new and
feature-rich version 2.0 of its
PromoNet intelligent promotional
couponing solution at G2E Asia 2012
(May 22-24, Macau, China). The main
enhancements of the new feature-rich version
include improved systems connectivity, an
advanced mobile couponing issuance and
redemption capability, the system’s
“networkless” solution, as well as a host of other
new features and configuration options to
accommodate both large and small operations.
“PromoNet v2.0’s introduction at G2E Asia is
sure to increase the momentum generated by
the show-stopping international launch of our
38 MAY 2012
flagship PromoNet solution at ICE 2012 in
London,” said John Edmunds, FutureLogic’s
Vice-President International Markets.
“PromoNet v2.0’s scalable, web-enabled
solution, combined with its multi-lingual
capability, will greatly facilitate casino
operators’ player rewards programs across landbased and online gaming venues.”
PromoNet v2.0’s highly effective closed-loop
solution issues and redeems promotions in real
time based on play-related, player-specific and
host-assisted triggers. Operators can issue
promotions and rewards to carded, non-carded,
anonymous and new players through real-time
connectivity to gaming machines, player
tracking and slot-accounting systems, and
mobile devices. The v2.0 couponing solution
also offers effective and easy deployment by
smaller, independent and single-site properties
as well as larger global, multi-revenue gaming
environments — with or without a network. The
PromoNet v2.0 solution now allows operators to
target increased foot traffic, repeat business and
extended play in specific floor areas or banks of
machines without connecting to a network.
In addition to the PromoNet v2.0 solution,
FutureLogic will also exhibit (Stand 1027) the
GEN3 Evolution and GEN2 Universal printers,
the CouponXpress printer and the
TableXchange printer/scanner.
astro corp:Layout 1 20/04/2012 11:49 Page 1
p40 Ainsworth:Layout 1 30/04/2012 10:14 Page 34
G2E ASIA 2012
A Galaxy of Options
The Art of Engineering: Debuting at the 2012 G2E Asia Expo is
Ainsworth’s latest platform: The A560st, on stand 800
he all new A560st is an eye catcher
that perfectly embodies the
attributes of a classic entertainer.
The all new A560st provides for
state-of-the-art technology with its
dual widescreen LCD platform, powerful
Quadtronic processor, compact storage,
premium sound system and foremost an
intuitive player interface supporting a 15
button play deck play with a programmable
button option! Furthermore, the all new A560st
offers for truly amazing gaming content with
dazzling high resolution graphics and
imaginative themes that are synonymous with
entire A560 GamePlus range. The all new
A560st is set to provide for a high impact
gaming experience!
T
Danny Gladstone’s CEO comments “The
A560st is an extraordinary engineered device
providing for a spectacular presentation no
matter where it is placed on the casino gaming
floor.”
Available in two different modular versions
the all new A560st caters for a range of modern
gaming applications: Single 23” LCD / Dual
23”/27” LCD.
Ainsworth will also unveil its latest line-up of
link packages from its stunning World of
JackpotsTM, followed by a kaleidoscope of
unique brands and games from the GamePlus
range at G2E 2012!
World of JackpotsTM is the first of its kind in
the industry, not only offering different game
titles, but more excitingly, offering players many
different overall jackpot themes.
The extensive World of JackpotsTM product
library provides super-store quantities of linked
progressive-centric brands, with 4 spectacular
themes; Year of the Dragon & Players Paradise.
And this is just the beginning, with many more
new progressive brands due for release in 2012;
the product mix provides a galaxy of options!
The new frontiers have arrived! Firing up the
stage will be Ainsworth’s newest 4-level SAP:
Quad Shot range, featuring electrifying titles:
40 MAY 2012
Big Thunder, Paws Galore and Electric Nights.
Incorporating a strong 50Line math model,
Quad Shot is an innovation not to be missed!
Also making a statement at G2E Asia is
Ainsworth’s newest 3 level standalone
progressive: Thunder Dragon. Thunder Dragon
summons the magic of the show with another
market first concept as scatter combinations
not only trigger the free games feature, they
create a double hit of excitement by
simultaneously revealing any 1 of 3 potential
big time standalone progressive levels.
However, that’s just where the real excitement
starts as bonus prizes can be won and during
the free games the appearance of scatters
ramp up as they hit with rapid abundance and
continue triggering both more free games and
even more progressives, all at the same time.
Ainsworth will showcase its exclusive high
denomination games range with titles Eagle
Bucks, Mustang Money 2, Thunder Cash &
Panda King! Featuring a new and exciting
array of free game features and one-of-a-kind
bonus prizes, Ainsworth’s high denomination
games will continue to be the ultimate
compliment to your gaming floor.
Ainsworth is set to expand their hugely
successful GamePlus range with new
standalone games including 2 & 3 level
standalone progressive brands: Double Hit,
Play 50Lines / Play 100Lines & Triple Shot.
Unique player presentation, ultimate
flexibility for the operator, Ainsworth brings to
you an un-beatable combination for success.
Come and see Ainsworth’s enticing portfolio
of products at Stand 800. For more
information, please contact Keith Jeffery on
+61 2 9739 8000 or visit
www.ainsworth.com.au.
FUTURE LOGIC:Layout 1 11/04/2012 10:49 Page 1
The Only
O
Intelligent Promotional
P
Couponing
Cou
uponing Solution
n
for both
bo
oth Carded and Non-Carded
N
Play
yers
Players
Couponing 24/7 from Anywhere
O
Automate the couponing process at any time from a PC or laptop
O
Launch your promotions automatically at preset dates/times
O
Monitor and track program effectiveness across the casino floor
f u t u r e l o g i c - i n c . c o m / p ro m o n e t
p42 abbiati-MEI:Layout 1 30/04/2012 10:15 Page 2
G2E ASIA PREVIEW
Abbiati welcomes you to G2E Asia!
Exhibition visitors can see Abbiati products on booth 1243
D
uring the upcoming G2E Asia 2012
Show, that will take place in Macau
this 23-24 May, the exhibition
visitors will have an opportunity to
see Italian Quality and Design at its
best as Abbiati Casino Equipment, who
manufactures and supplies live gaming
equipment, will be presenting in Macau their
most recent prestigious products and state of
art technology.
“G2E Asia is one of the most important
exhibitions in the casino industry and the most
important in the Asian region,” said Giorgio
Abbiati, CEO of Abbiati Casino Equipment.
“G2E Asia is definitely a perfect place to
personally meet our clients
and discuss new and
existing business and look
for potential new
collaborations.”
“Everyone will agree that
Asian market, and
especially Macau, is the
area of the biggest expansion
and definitely it will continue to
be a such in the coming years”,
added Terry Clarke, Commercial
Director of the Company.
“Abbiati has a lot of
opportunities to grow in Asia.
The markets there are looking for alternatives,
especially speaking about the Security of
products, such as chips and plaques and, if you
can provide good alternative options to the
already existing on the market, then you have
good opportunities to do business.”
Clarke continued saying, that Asian operators
are always looking for new alternative security
features, to make sure they get
the best anti-counterfeiting
product and Abbiati are well
known for their continuous
research of innovative materials
and production processes.
“There are lots of local
suppliers for live gaming
equipment in Asia, but when
operators look for high-end
tables for their VIP rooms they
know that we can provide them
with the best quality.” had added
Clarke.
“During the show the visitors
will have a possibility to see a number of our
tables as Baccarat and American Roulette,
along with a selection of different Winning
Number Displays, a range of our layout samples
and a brand new line of chips and plaques with
implemented new security features,” said
Giorgio Abbiati. “As per continuous request of
RFID solution, also this time we will exhibit
RFID technology along with a complete line of
dedicated American chips and Plaques with
incorporated 13.56 MHz PJM RFID.”
Following the success of the last year’s show
edition, Abbiati Casino Equipment team looks
forward to taking part in another successful
show. Exhibition visitors can see Abbiati
products on booth No. 1243.
MEI promises higher
acceptance rates at G2E Asia
Booth 816 is the place to find greater efficiency on your gaming floor…
M
EI, the leading global
manufacturer of electronic
payment systems will be
showcasing its portfolio of
products that offer Gaming
operators the highest
acceptance rates,
unrivalled security,
best jam
performance and
lowest cost of
ownership in the
industry. On display
will be SC Advance &
EASITRAX Soft Count
– demonstrating
MEI’s value
proposition to the
entire cash
management
process.
42 MAY 2012
SC Advance, the next generation bill
acceptor of CASHFLOW SC is evolutionary,
applying new technology and market
knowledge to make a great product even better
while raising the bar for performance features
that directly impact operator profitability. The
enhancements to SC Advance are localized to
the acceptor head and can work hand-in-hand
with legacy CASHFLOW SC units already
in the field – extending the value
associated with past and
present investments in
MEI.
SC Advance not only
is compatible with
previous
versions, but
also with
product
extensions that
have expanded the
reach of bill acceptors from the slot machine to
the entire cash management process.
EASITRAX Soft Count, as an example, has
changed rapidly the expectations for what a bill
acceptor can offer – building a global installed
base of over 70,000 games, by improving
efficiencies associated with the cash drop
process. The integrated software/hardware
solution uses information collected in the bill
acceptor and makes it accessible in a database
that can be networked to multiple locations
and be accessed to analyze slot performance.
RFID technology connects slot machine asset
numbers to a specific cashbox to help eliminate
“hot boxes” and increase operational
efficiencies.
Stop by G2E Asia, booth #816, and find out
how to improve your operations from the slot
floor to the soft count room.
GD:Layout 1 21/12/2011 11:56 Page 1
BPS® C4 –
compact solution for
tomorrow’s casinos.
Creating Confidence.
With a clear focus on your requirements, Giesecke & Devrient introduces the new
BPS C4. Compact, flexible, and built to exacting standards, this innovative banknote processing system is the
perfect choice for your soft count room, offering outstanding performance as well as maximum reliability
and a fast return on investment. Find out more at www.gi-de.com
p44 IGT-astro:Layout 1 30/04/2012 10:17 Page 2
G2E ASIA PREVIEW
IGT unveils tailored solutions
Specifically designed for Asian markets, IGT has it all
A
t G2E Asia 2012, IGT will showcase
a portfolio that is tailored to the
specific demands of Asian markets
including an exciting new line-up
dominated by unique games
designed specifically for the Asian player and
operator, plus world-famous pop-culture
themes and systems solutions.
IGT will unveil not just universal player
favorites such as Godzilla on Monster Island
video slots and Ghostbusters themes, but also
exclusive games designed for the Asian markets.
This year, more than 80 percent of the IGT
games at G2E Asia 2012 have been created
with the themes, dual languages (Chinese and
English) and maths models that Asian casinos
and players are seeking.
The array of games contains legendary
Chinese themes such as West Journey Treasure
Hunt and Golden Three Kingdom as well as
appealing titles such as Four Great Chinese
Beauties, Azure Dragon, and Pearl Dragon.
44 MAY 2012
The Company will also showcase a list of new
games including the industry’s first community
play five-reel slot, Fast-Hit Progressives,
available in dual languages. Also debuting at
G2E Asia are pop-culture blockbusters The
Dark Knight, Breakfast at Tiffany’s and Elvis
The King Multi-Level Progressives.
Systems
IGT’s Systems products at G2E Asia 2012
include dynamic ways to communicate with
players, unrivaled flexibility and connectivity
plus critical tools for casino floor management,
promotions and operations. Highlighted
products include IGT’s sbX server-based
experience, IGT Advantage, IGT Casinolink,
and the new Tournament Manager.
IGT will also have expertise on hand to
discuss its latest Interactive gaming portfolio of
slots, poker, sports betting, table games and
bingo offerings including MONOPOLY: You’re
in the Money, Cleopatra, Da Vinci Diamonds,
Kitty Glitter and Cats.
EGT:Layout 1 18/04/2012 10:13 Page 1
p46 DLV:Layout 1 01/05/2012 08:26 Page 34
G2E ASIA 2012
DLV increases Asian
profile at G2E
The Latvian slot manufacturer has some exciting new product for Asian
customers on stand number 514
E
astern Europe is a hotbed of gaming
innovation, and the latest company
to expand internationally is DLV, with
striking slot products inspired by
exhaustive market research and
listening to their customers. DLV spoke to
Casino International about the forthcoming
G2E Asia exhibition…
CI: At last year’s G2E Asia, you unveiled
your new DIAMOND Wide Screen cabinet.
How has it been doing?
DLV: Our company
aims to work with
clients, and we do
everything to keep our
self updated and meet
the needs and demands
of our partners, since
philosophy of the
company involves
creating a user-friendly
product that meets the
standards and new
market trends. At the
moment, DLV can
already be proud of its
work, which realized
strive of the company - creation of marketable
products. The first - a DIAMOND Slant Top, the
machine with two wide screens equipped with
two multi-functional MK4 hoppers, as well as
the support of TITO, this gaming machine is
applicable to the casino with different
management systems.
Second is our Upright with 22” TFT screens,
which is also equipped with two hoppers MK4,
JCM and TITO systems, and the panel for
optional installing of management system
components, also this model was designed in
accordance to the standards and requirements
of customers. All products have been developed
in collaboration with Grantech International
company, who has been our partner for the
past 10 years.
46 MAY 2012
CI: What are the advantages for customers
who choose DLV over the larger slot
machine manufacturers?
DLV: Despite the fact that DLV products
frequently appear on the Asian market the
name of the company is still not well known in
the region. But our advantage is flexibility and
agility. In addition, DLV prefers an individual
approach to each client.
CI: What insights have you gained running
your own slot operations (the 38 venues in
Latvia)?
DLV: Latvia is our home market, where we
work and where we feel comfortable and
confident. The main office of DLV is located in
Latvia, that’s why all new ideas are tested here
first. The goal of DLV is to provide a proven
product that can be easily and comfortably
used in operating by the customer. It refers to
all locations: Latvia and South America, Peru,
and co-operating in Cambodia.
CI: Your Jewel Jackpot
progressive jackpot system has
been a strong performer in Asia.
Can you tell us why you think it’s
done so well in the region?
DLV: In our experience, a product
that is created on the basis of market
research and trends – is a strong
product. But it is also important to
be able to present it properly and put
it on the market. “We try to combine
in each of our invention new
technologies, the characteristics and
trends of each market, and we are
very democratic in our products
focus group. Still, the advantage of
Jewel Jackpot is that clients do not
need to buy additional equipment,
because our machines are already equipped
with all the necessary elements,” says DLV
Chairman Mihail Volokotkin.
Jewel Jackpot is an interactive multigame
program that allows the player to take the
minimum or maximum amount of winning. The
results of testing the system were striking, and
satisfied our customers, of course.
There is now a sequel on the market, Jewel
Jackpot 2. The Jewel Jackpot series is a
progressive jackpot system based on different
sets of 10 games. The Jewel Jackpot - first
iteration of the series - had such a brilliant
success in many markets at once, so our clients
have expressed a wish to change only the set of
games. Taking in mind all customer
considerations it was obvious that we should
continue the series with Jewel Jackpot 2 and
Jewel Jackpot 3.
CI: Do you plan to release any new
products or games over the next few
months? Is there anything you think would
be particularly relevant to this market?
DLV: Our latest innovation is mystery
progressive jackpot system Gauya Quest. It can
operate as a standalone unit, as
well as a network system. It has
four-level mystery progressives Earth, Moon, Sun and Vega. The
mystery is hidden in the game bet the more player bids, the more
opportunities he has to win a
higher jackpot. Gauya Quest is
compatible with any 15-game
Multigame of the series DIAMOND
GAMES PREMIUM.
The name Gauya Quest relates to
a story that began in 1949, when
Latvian researcher Alexander Laime
reached the highest waterfall,
Angel Falls, with the height of
979m, in a walking expedition. He
named the river that feeds Angel
Falls after the river in his homeland
– Gauya. DLV decided to bring this story to the
gaming world and beautify the Gauya Quest
jackpot with the landscape of the waterfall.
TRANSACT ad:Layout 1 23/04/2012 16:04 Page 1
p48 GLI-GPI:Layout 1 30/04/2012 10:19 Page 2
G2E ASIA PREVIEW
GLI Asia brings GLI Mobile and more
GLI is bringing its unsurpassed lottery experience and
exclusive, award-winning tools to G2E Asia on stand 1035
G
LI’s Asia/Pacific entity, GLI Asia,
will discuss how its independent
testing and auditing services have
benefitted lotteries all around the
world. Specific to the region, GLI
Asia recently executed numerous high-profile
lottery projects in Beijing, China; South Korea;
and Taiwan.
GLI and GLI Asia have a wide range of
exclusive, award-winning tools that help
suppliers and regulators do business more
efficiently and more profitably.
For example, the award-winning GLI Link is
the fast, easy way to remotely test devices
against systems to guarantee interoperability,
everywhere in the world. GLI Link allows
suppliers to test for global interoperability
remotely, over the internet, saving the time and
expense of shipping devices all over the world.
GLI Link helps suppliers reduce costs, increase
efficiencies and quickly enter the global
marketplace.
The award-winning GLI Mobile is a new
downloadable app enables regulators and
suppliers to log into GLI’s global database,
GLIAccess, all at the speed of download, and all
in the palm of a hand. GLI Mobile gives users
24/7 access to the lab in a highly secure and
password-protected environment. GLI Mobile
also sends important notifications by email and
gives the user real-time tracking and project
management.
GLI’s exclusive Point.Click.Transfer. is the
fast, easy way for suppliers to open the global
marketplace. Only Point.Click.Transfer.
eliminates paperwork and allows suppliers to
easily transfer previously approved
certifications to jurisdictions around the world.
Larry Xiao, General Manager of GLI Asia
GPI brings new product line-up
to wow crowds at G2E Asia
GPI’s stand 1113 will be buzzing, find out why!
W
ith a long-standing tradition
of providing the world’s
casinos with high quality
table game products and
innovative RFID solutions,
Gaming Partners International will introduce
several new products at this year’s G2E Asia
tradeshow in Macau. At the top of the list will
be several new currency security features that
can be added to any of our well-known chip
brands, as well as new RFID products that
extend the value of RFID technology beyond
chip security to the table to improve table
efficiency and performance. We will also
highlight the following products:
B&G Premium Chips. Combining
unprecedented chip design flexibility with the
industry’s largest selection of visible and
invisible security features, B&G Premium Chips
give casinos the ability to custom-design their
American-style chips to match their individual
48 MAY 2012
Chip Inventory System and RFID chip
validation to the table by immediately
authenticating enabled chips. Additionally,
table validation antennas can be used to verify
chip payments and enable more secure,
accurate and faster chip transactions.
operational and branding objectives. By
incorporating a wide range of colors with up to
six individual injections, casinos can create an
intricate chip mold design that is both visually
distinctive and unique as well as more
counterfeit resistant.
RFID Table Validation. Our RFID table
validation products extend the benefits of the
RFID Chip Trays. By automating chip tray
inventory, our single and dual chip trays
increase table efficiency, productivity and
security by eliminating the need for manual
counts that can reduce the overall number of
games per hour. They also eliminate human
tray accounting errors and when interfaced
with our Chip Inventory System provide realtime information about chip tray balances.
To find out more about how GPI products
can improve your casino performance, visit
G2E Asia Stand #1113.
www.gpigaming.com
cammegh:Layout 1 23/09/2011 11:41 Page 1
p50 Konami:Layout 1 30/04/2012 10:20 Page 34
G2E ASIA 2012
Konami adds a touch of
style to G2E Asia line-up
Booth 811 is the place to find Konami’s Asia product line-up
M
anufacturer and systems
developer KONAMI is excited
about the forthcoming G2E
Asia expo; the company told
Casino International:
“KONAMI is a relatively new manufacturer in
Macau; we are gradually increasing our
foothold in the market and the recent
performance of our games, especially the
Advantage 5 stepper, is very pleasing. We have
an exciting new array of market-specific
products for release this year, so we hope to
receive some excitement and positive feedback
at the G2E Asia expo.
“Macau and the Asia Pacific regions are
growing more important for KONAMI and all
manufacturers. It is a highly competitive region
and we are being methodical in our research
and deployment of product. Over the next 12
months we are increasing product
development resources and plan on
producing a much greater number
of targeted games for the region.”
Beat the Field
Beat the Field is the latest
community style link from KONAMI.
Beat The Field takes all the
excitement of a day at the races,
to the gaming floor
environment. Available as a
four level progressive, it
supports both video and
stepper platforms.
If features:
Bonus event is an exciting
running of the roses horse race.
Community bonus game,
where all eligible players race for
the progressive prize.
One progressive awarded for
each race.
Eligible players are allotted
horses based on bet level.
All players win consolation
credits.
Free Spin Dragons
Free Spin Dragons is a new
concept free game link
progressive. Instead of a cash
50 MAY 2012
amount incrementing, the number of free spins
awarded continues to rise until the Free Spin
Dragons feature is triggered by a contributing
player. It features:
Three scattered Free Spin Dragon overlay
symbols triggers feature.
Feature is played on 3 reel, 3 line screen.
3 matching symbols on any pay line awards
corresponding prize.
Rock Around the Clock
Join Bonus Betty, Rockin’ Rick and the other
characters from the “Rock Around the Clock”
band as they turn up the volume on your
gaming floor. Introducing KONAMI’s new, ’50s
themed progressives complete with hoppin’
bonus titles. Rock Around the Clock will have
your players flipping, spinning and whirling
around your gaming machines. It features:
Available as Podium video link
progressive or Advantage 5
standalone progressive stepper.
Multiple progressive jackpots
can be won during Rock Around
the Clock features.
Gigantic Dragons
A special release for Year of the
Dragon is the Advantage 5
stepper theme, Gigantic
Dragons. With three exciting
bonus features, you can almost
feel heat coming from the
floor. It features:
Gold Dragon Free Game
Bonus: Triggered when 3 or
more Bonus symbols appear
in any position on any reel. 3,
4, or 5 bonus symbols trigger
10, 15 or 20 free games,
respectively.
Jackpot Gigantic Dragons
Bonus: Triggered when 3
Gigantic Dragons symbols
touch the center line of the
2nd, 3rd, and 4th reels.
Jackpot Gigantic Dragons
Bonus: The player matches
three colored Dragons
according to the progressive pay
table. When bonus starts, wheel spins and
player is given a combination of 3 Dragons.
The player can hold any of the Dragons and respin the wheel once. A prize is awarded for
each combination.
p51 interblock:Layout 1 30/04/2012 10:22 Page 1
G2E ASIA 2012
New product from
Interblock at G2E Asia
Get ready for Interblock’s Organic dimension at booth #1019…
“I
t is a great pleasure to welcome
our customers, business
partners and friends in the
gaming industry to meet with us
and present Interblock’s grand
plans for G2E Asia 2012 in Macao. Global
Gaming Expo for state-of-the-art gaming
products will be accompanied by a 3 - day
show program taking place at the Venetian
Macao Resort and Hotel.
Interblock will present most advance multiplayer platform available on the market Organic product range in modern black-red
design:
• G4 Organic Virtual 07 (with Baccarat
game)
• G4 Organic Dice 08 with PID (with Sic-bo
and Craps game)
• G4 Organic Twins 12 in Football Shape
with PID (with Roulette centers)
Organic Virtual: Organic Virtual is the most
attractive video table product on the market.
The version of Organic Virtual that will be
displayed at G2E Macao is with Baccarat game
with new community display and possibility of
“revealing” both Player’s and Banker’s cards.
Organic Dice: One of our most worldwide
known products is from a wide range of
products from Dice family that gives the casino
operators an option to optimize the floor layout
and maximize their turnover.
Organic Twins: belongs to a wide range of
products from Multicenter family, which can be
designed in different shapes with 12, 14 and 16
play stations in a trendy football shape design
with individual Player Information Displays
(PIDs). This multi-game, multi-denomination,
multi-player platform can offer to the casino to
select between any combination of available
games: Roulette (Single Zero or Double Zero),
Dice (Craps or Sic Bo), and Video games.”
MAY 2012 51
p52 novomatic:Layout 1 30/04/2012 10:24 Page 34
G2E ASIA 2012
G2E Asia sets stage for
Novomatic’s Asian Array
Familiar blue highlights and sparkling innovations will welcome visitors
at the Novomatic booth number 537
F
rom the relatively humble beginnings
of its predecessor, the G2E Asia in
Macao has now firmly established its
position as Asia’s major casino and
gaming industry show and as the key
trade event for the international OEMs and
suppliers in the region. Novomatic will once
again participate, on booth number 537, with a
special array of highly market specific as well as
international products and a team ready to
welcome visitors to the thrilling Novomatic
world of gaming.
The brand new Super-V+ Gaminator III
cabinet will be presented in Macao as part of a
RISE OF THE DRAGON jackpot installation
with a selection of the latest single games:
Garden of Fortune, Golden Scarabs II, Gorilla
and Wild Alaska. Extra wide screens for an indepth gaming experience, elegant style and top
quality design make this cabinet an attractive
highlight on every casino floor.
A casino promotion special will be the
Novomatic Reel Tournament that offers a
competitive gaming edge and an exciting
marketing tool for any slot floor. It provides the
extra thrill of tournaments in real time. The
Novomatic Reel Tournament display in Macao
will be connected to a bank of Super-V+
Gaminator III machines with the special
52 MAY 2012
tournament multi-game mix T1.
On a bank of NOVOSTAR SL2 slant tops
Novomatic will show a variety of game specials:
the market-specific Asian Super-V+ Gaminator
mix A2, a selection of the latest single games as
well as the new Premium-V+ Gaminator multigame mix comprising a total of 41 games that
are presented to the guest in five colour-coded
logical categories for best game recognition
and guest orientation.
Another area of the booth will be dedicated
to the extensive range of Novomatic electronic
live games. On a bank of NOVOSTAR SL1 slant
top terminals visitors will be able to see and try
for themselves the great choice of fully
animated virtual versions of Black Jack,
Baccarat, Bingo, Poker3, Caribbean Poker,
Poker 3, Texas Hold’em Poker and Sic Bo as
well as Novo Multi-Roulette and a selection of
slot games, all available on each of the
connected player terminals.
Also on display will be Octavian’s modular
and highly ‘tuneable’ casino management
system ACP (Accounting Control Progressives
System). The system’s ‘add-on’ functionality
includes profit calculation, TITO, Cashless and
Player Loyalty and has proved an extremely
attractive ‘package solution’.
p53 alfa-JCM:Layout 1 30/04/2012 10:28 Page 2
G2E ASIA PREVIEW
Alfastreet brings solutions to G2E
Find the latest electronic multiplayers on booth 1021
S
lovenian company Alfastreet will
participate in G2E Asia 2012 with
their state-of-the-art products for
operators and guests of the region
alike and plans further increase of
Alfastreet’s presence in this crucial market. The
event will be held on traditional location at the
Venetian Macao in May 2012.
Booth number 1201 at the G2E Asia 2012
will be reserved for the latest Alfastreet product
for the international and specifically the Asian
gaming markets. Visitors will be served by
company’s representative in Asian market, Mr.
Albert Radman.
Alfastreet will present the latest collection of
The M3 generation cabinets with MultiPlayer,
MultiGame and MultiWheel options. Besides
well known Roulette and Bingo, Alfastreet
added Baccarat, Craps, Derby and Sic.Bo into
their new design cabinets.
Alfastreet’s latest product is MultiGame
option, which allows players to play two games
simultaneously, at a single screen. MultiGame
has become invaluable part
of many casinos already and
one of most distinguished
features in our portfolio.
The principle attraction of
MultiGame platform is that
player spend more time
time on MultiGame
machines, due to the fact
that there are more games
to choose from.
Consequently, this increases
revenues for operators. This
new addition is already
making an impact on the
Asian market, making it’s
way to the majority of the
Casinos.
Visitors will be introduced by 30 SL – single
terminals connected to the MultiGame and
MultiWheel network Also, Hi-Jack terminal will
be shown to BlackJack and Baccaart players with
an automatic mode option or a live game mode.
“All new visitors of stand 1201 will leave us
with positive impressions about established
improvements, quality and progress we have
made since last show in Macau,” concluded Mr.
Radman.
JCM brings iVIZION, PayCheck 4
Stand 929 is the place to be for iPRO-RC, ICB and much, much more!
i
VIZION is the better, smarter, faster bill
validation solution. As the foundation of
intelligent validation, iVIZION is built for
today’s and tomorrow’s casino operations
with unsurpassed validation and antifishing technology and a platform built for
growth.
The ICB system helps casinos eliminate
several points of human error for a faster, more
efficient drop process that reduces waste, and
new web reporting gives users they reports they
want, when they want them.
iPRO-RC has one of the most sophisticated
sensing and anti-fishing packages JCM ever
created. iPRO-RC has a note recycling feature
that helps operators reduce costs, driven by two
large-capacity chambers with Roller Friction
Recycling Technology that holds recycled notes
for instant payouts.
competitive product.
JCM will also show the first “final
design” of its revolutionary Project 8 table
game bill validator, developed for the
high-volume table game marketplace. JCM
unveiled the first prototype at G2E Asia
2011. Based on extensive in-field research
and customer feedback, the unit’s overall
design has been modified and compacted.
Currently during a buy-in, the
denominating, validating currency
process in Baccarat can shut down play
for minutes. Project 8 processes a “brick”
of 40 notes in seconds –from
presentation to storage in stackable cash
boxes.
PayCheck 4 has print speeds and head life
that are twice that of competitive products,
and more standard memory than any
MAY 2012 53
p54 spielo:Layout 1 01/05/2012 08:31 Page 34
G2E ASIA 2012
SPIELO brings new
products and more
Not just new slots and systems products – SPIELO is introducing a
new Sales Director at G2E Asia 2012, booth 527
S
PIELO International will be showing
its latest product line-up and
enhanced sales presence at its
longtime distributor RGB’s booth
#527 at G2E Asia 2012. The show
takes place at the Venetian Macau from May 22
to 24.
At the show, customers
are invited to meet SPIELO
International’s new Macaubased Sales Director, Maria
Garcia (left), who joined
the company in April, as
well as its newly-appointed
General Manager of Casino
Systems for Asia Pacific, Lai
Fatt Chiang (below).
The team will be
demonstrating dozens of
compelling new games
for the Asian market,
including three Egyptian
Gold titles, Cleora,
Nefturi, and Ramosis.
Egyptian Gold is SPIELO
International’s first
progressive link using
Episodic Gaming. As
players progress through
the game during one session, they can save and
re-activate their achieved status during the
next play session. The player unlocks more
features and additional bet options for more
action become
available.
When he or
she reaches
the highest
status, an
additional
award is
randomly
revealed by
Tutenchamun.
Egyptian Gold
54 MAY 2012
offers an exciting 5-Level Progressive Playoff,
where the player is able to win multiple
progressives.
KITTY CASH is the latest addition to SPIELO
International’s ATRONIC multi-level progressive
links, and features the cuddly cats from the
internationally recognized brand, the Artlist
Collection’s “THE CAT,” on the stylish OXYGEN
cabinet. On top of the three supporting game
titles – KC Royals, KC Playgrounds and KC
Music — this exciting multi-level progressive
features two bonus rounds: the Mystery Cat
Bonus and the KiTTY CASH Bonus.
Visitors to the show can also explore two new
diversity game suites, Absolute Azure and
Gambling Green. Each diversity game suite
features a variety of up to 10 games grouped
into categories that can be selected by players
via touch screen, with Roulette now available as
a selection. Presented on the OXYGEN cabinet,
diversity allows players to select their preferred
game types with different volatility levels, and is
the only multigame on the market featuring
proven, top-performing standalone progressive
games, all in multi-line and multidenomination format.
In addition, SPIELO International’s new core
games include MOVING MOMENTS, GOLDIFY
2, GOLDEN CITY, 1421 Voyages of Zheng He,
Mayan Magic, Dolphins Moon, Magic Pharaoh,
SPHINX Wild, and Master Roulette.
SYSTEM2go is SPIELO International’s new
packaged, affordable slot floor management
solution for small-scale, multi-site slot halls,
including AWP and VLT environments. It’s a
simple, one-stop solution to help slot venues
install an on-line system with minimal effort.
SYSTEM2go networks the entire floor to
provide automated readings, reports, and
additional casino features, depending on the
package selected.
SYSTEM2go is available in four packages:
Advantage, Gold, Platinum TK (for use with
tickets), and Platinum CC (for use with
magnetic stripe
card). The
packages offer
accounting and
jackpots with
additional levels of
features for
ticketing or card
cashless payment
systems, as well as
player tracking
functionality.
The complete
range of GALAXIS
casino systems
solutions will be
presented at G2E
Asia with a special
focus on Star
TABLES, Star
JACKPOTS and
Star BONUS
modules for the
Asian gaming market.
Star JACKPOTS manages mystery and
progressive local and wide area jackpots and
our deep experience in this field has translated
into top-performing, turnkey Wide Area
Progressive (WAP) systems installed at casinos
in 16 countries throughout the world.
TimeBomb FEVER, a new addition to the
wide range of Star BONUS products, will be
demonstrated live at the show with guaranteed
bonuses designed to attract players and boost
gaming during specified time periods.
The GALAXIS modules are connected across
the gaming floor with CRYSTAL.net next
generation floor network. It includes a
touchscreen player interface on the slot
machines for player communications and
advertising and provides a unique platform for
many of our Player Services.
p55 TCSJH:Layout 1 01/05/2012 08:38 Page 1
G2E ASIA PREVIEW
TCS brings new bonusing
systems to Macau
TCS bring the Table Roulette system front and centre on stand 1219
T
CSJOHNHUXLEY will be showcasing
a range of innovative products at
G2E Asia 2012 including the new
Tablet Roulette system, a server
based solution that offers tablet
gaming in a live environment. The system lets
players roam the gaming floor and
continuously enjoy live Roulette in what have
previously been non-gaming areas.
With fresh developments for 2012, SuperNova
Table Bonus System is expected to be a major
crowd pleaser. The floor wide progressive and
game bonusing system can now be used on all
live table games, linking them all together. The
system drives increased revenues by adding
higher levels of player excitement and loyalty to
all live table games including Roulette.
The Gaming Floor Live system will also be on
show, demonstrating applications tailored
specifically to the Asian market that have
proved very successful. This real-time game
optimisation tool is designed to maximise key
performance areas and profitability and unlike
any other product on the market, the system
automatically captures game data that in turn
provides vital information to maximise turnover,
maintain house advantage, reduce operating
costs and understand opportunity costs.
One of the most exciting things about
SuperNova is that it can now be applied to any
table game. Its multi-level event based and
mystery prizes can be employed even on games
that don’t normally run progressive jackpots.
“You can add the Supernova system to any
game, even one without a progressive jackpot,
and just have it running in mystery mode.
Having listened to the needs of casino
operators, our latest SuperNova developments
link your card and Roulette tables together.
This operates across local and wide area
networks to generate dramatic prize pools and
jackpots,” explains Harley Jackson, Technical
Director TCSJOHNHUXLEY Australasia and
who headed up development of the
system.
SuperNova incorporates the wide
screen Omni Progressive Display. It
features multiple odometers and can be
re-skinned and themed to integrate
with the base table game and reinforce
the overall casino brand. An intuitive
touch screen handset allows easy
dealer operation and quick game
change configuration.
sequences such as pulsating, spinning, and
sparkling to drive side bet participation and
increase the energy level of the game.
Bets are made and recorded when chips are
placed onto the Supernova sensors fitted to the
table. Players can play the base game alone, or
they can choose to play the base game plus a
mystery bonus and in many cases a progressive
jackpot too if supported by the base game. An
optional illuminating Bash Button adds tactile
participation to a range of games including
double up features and secondary bonus
games.
Visit the TCSJOHNHUXLEY Asia team at
stand 1219 where they will be on hand to offer
their legendary hospitality and introduce
customers to the company’s latest products.
For further information, visit
www.tcsjohnhuxley.com
The unique SuperNova animated bet
sensor is capable of an infinite range of
attract mode effects and enticing
MAY 2012 55
p56 Dall-giesecke:Layout 1 01/05/2012 10:32 Page 2
G2E ASIA PREVIEW
Dallmeier brings end-to-end solution
High performance, future-proof video management system SeMSy is on
show in Macau – check it out on stand 1239
A
t this year’s G2E Asia, which takes
place from May 22nd to 24th in
Macau, Dallmeier will showcase its
complete HD end-to-end video
security solutions for casinos:
amongst high-resolution HD cameras and HD
recording devices the high-performance
management system SeMSy III will be a special
highlight. Furthermore, latest developments in
the field of third party integration will be
shown.
Visit us at stand 1239!
SeMSy is a high-performance and futureproof video management system with optimum
user friendliness. Even complex video systems,
such as those used in casinos, can be efficiently
managed and controlled with SeMSy.
SeMSy offers a comprehensive range of
functions, including the display of live images,
various search options within the footage, the
control of PTZ cameras and an easy archiving
of relevant sequences. The video management
software is characterised with highest ease of
use. The system can be operated intuitively via
drag-and-drop. Operating procedures and
complex controls in the system can be
deposited, so that the control for the staff is
extremely comfortable. It is also possible to
customise the graphic layout of the user
interface and adjust it to the requirements of
specific projects or operators. Through the
open architecture of the system, SeMSy III can
be scaled infinitely and always remains flexible
and expandable. Adaptations and additions are
possible at any time and offer the highest
possible investment security.
Features
• Switching of any camera/encoder onto any
monitor/decoder, live display and playback
• PTZ cameras can be controlled via the
operator station (PTZ control, fixed positions,
camera configuration)
• Processing of alarm messages
• Group switching (salvos)
• Search functions (time, date, index)
• Integration of site plans for camera
selection
• Redundant server security concept
• Control via external devices, e.g. keyboard
(VMC-1), jog-shuttle
G&D launches compact
banknote processing system
Giesecke & Devrient can be found on stand 124
W
ith the BPS C1, Giesecke &
Devrient (G&D) has added a
further robust, highperformance machine to its
range of desktop systems.
This two-stacker machine, featuring a sorting
tray and a reject compartment, boasts a
counting speed of up to 1,500 banknotes per
minute – the fastest in its category. It is highly
flexible and offers utmost precision for
banknote processing applications. The system
is able to process up to 10 different currencies.
Two people can use the same BPS C1 machine
in parallel, making an investment in the system
even more cost-effective. Its front-facing
controls and opening mechanism simplify the
operator’s work and significantly reduce the
machine’s footprint.
The BPS C1 sets a new standard in this
machine category for the speed with which
banknotes can be processed. In fractions of a
second, the machine with its highly precise
56 MAY 2012
sensors is capable of verifying the authenticity
and denomination of banknotes, and sorting
them into different stacks based on their
denomination, series, and orientation.
Counterfeit and unusable banknotes are
automatically directed to the reject
compartment. If required, the BPS C1 can be
equipped to read serial numbers on banknotes
and barcodes, for instance on casino tickets. As a
further option, banknotes can be sorted into
three classes according to the condition they are
in, distinguishing between banknotes suitable for
automated teller machines, banknotes fit for
circulation, and banknotes no longer fit for
circulation. The BPS C1 can be configured to
meet the needs of individual users.
Its small footprint and convenient front
access make the BPS C1 the ideal choice for
branch banking offices, where it can be
installed at the teller window or in the back
office. The compact system’s multiple functions
and operating modes also make it suitable for
use in cash centers, in casinos, and by security
transport companies. The machine, which can
be used for the preliminary processing of
cashier deposits, smoothly integrates into
established workflows and is interoperable with
existing G&D cash management software. The
excellent build quality of the BPS C1
guarantees a long service life – an additional
benefit that makes it a cost-effective
investment.
p57 aristocrat:Layout 1 01/05/2012 08:38 Page 1
G2E ASIA PREVIEW
Aristocrat brings strong,
tailored product to Macau
Leading slot and systems company can be found on stand 2012
Key Product Releases
Keys of Fortune is the first symbol driven link
progressive from Aristocrat and will be officially
launched at G2E 2012. This symbol driven link
is extending on the Hyperlink model with the
first integrated Free Games Jackpot Feature,
meaning that players are now collecting KEY
symbols to enter a jackpot feature replacing the
mystery Hyperlink trigger. Keys of Fortune
allows players to win multiple jackpots in one
jackpot feature for the first time. Win more
jackpots by collecting more KEY symbols.
Dragons on the Lake is the next version of
the successful Hyperlink from Aristocrat that
will be unveiled at G2E and available in Half 2
2012. Dragons on the Lake is taking Hyperlink
to the next level, Hyperlink 2.0 has been built
for the Asia Pacific utilizing customer input off
the back of the success of FA FA FA, like FA FA
FA Dragons on the Lake is built specifically for
the Asia Pacific region and includes a new
jackpot feature based on 5 Dragons.
For the first time in a Hyperlink, the jackpot
feature will be symbol triggered coupled with a
choose your volatility jackpot feature allowing
players to target which jackpot they wish to
play for.
Dragon Superior is Aristocrat’s latest
advanced graphics package to be released in
the popular Xtreme Mystery jackpot range to
coincide with the Year of the Dragon. Xtreme
Mystery provides the ultimate flexibility in
combining your favourite Aristocrat
standalone games under a mystery link with
up to 3 levels of jackpots. Dragon Superior is
the first Xtreme Mystery package available
with an LCD topper, designed specifically to
suit the new suite of Aristocrat games with top
box interaction.
Dragon Superior is based on the story of a
lost ancient city with a fortune in treasure
hidden within its walls. Dragon Superior is
awoken from centuries of slumber turning
from a stone statue to a Golden Dragon as
the sun passes over him, searching the ruins
for the fortune symbols triggering the
jackpots.
FA FA FA is now available on the Widescreen
cabinet for the first time. Recognising the
success of this Hyperlink across Asia, Aristocrat
has provided the top 4 games in Asia under FA
FA FA on Aristocrat’s latest platform –
VIRIDIAN WS. Enhancing the graphics of the
base games (5 Dragons, 50 Dragons, 5 Koi &
Fortune King) and providing a new jackpot
graphics package that takes advantage of the
increased graphics capability of the Widescreen
platform.
5 Bats is derived from the number one
game in Asia – 5 Dragons. Based on the
success of 5 Dragons, 5 Bats was designed to
incorporate the best elements including the
strong maths and choose your volatility
feature of 5 Dragons but extend the game
with a new progressive prize. The Top prize
on 5 Bats can now be bigger than 5 Dragons
as the progressive prize can be multiplied by
the feature multipliers.
The Phantom™ is the much anticipated
licensed product based on The Phantom
comics. The Phantom has become a top
performing game across the world in the last
12 months and one of Aristocrat’s best
products in 2011. A new innovative Mega Pay
feature that allows up to 4 games to be
played during the Free games is combined
with an integrated product package of
Phantom bust topper, edge lighting and
leopard skin trims.
Legends is the new series of games that
extends Aristocrat’s best titles & most
successful brands with new product features. 5
Dragons Legends was the first game in this
series and now 5 Koi will be launched in 2012
(unveiled at G2E 2012). The Legends series will
be continued in 2013 with further Legends
titles joining the series…stay tuned for more.
WIN YOUR WAY allows players for the first
time to select the games volatility and the way
they want to play every spin. Through selecting
one of three pay tables (i.e. levels of volatility)
players can choose their gaming experience.
Aristocrat introduces this new product
category on 2 successful games (50 Dragons &
Miss Kitty).
MAY 2012 57
p58 WMS:Layout 1 01/05/2012 08:40 Page 34
G2E ASIA 2012
WMS: Engaging players,
driven by results
Slot innovators WMS deliver at G2E Asia. See stand 233
L
everaging proven industry insights
that inspire high-performing products,
WMS Gaming will debut its portfolio
of products and innovations for Asian
markets at the G2E Asia 2012
exhibition. The WMS commitment to Engaging
Players. Delivering Results. will be clearly
evident with 43 new gaming machines
featuring a broad range of dynamic
entertainment experiences designed to engage
current players and attract new ones, enhance
loyalty, and drive performance for casino
operators.
WMS products on display at G2E Asia 2012
will include differentiated game-play
mechanics, more diverse math models, and
innovative reel arrays that offer players exciting
new ways to win. On display will be portal
themes available only from WMS,
which feature unique valueadded, secondary integrated
bonus applications that utilize
visual and audio enhancements to
bring excitement to base game
themes. WMS will also introduce
the latest premium games,
including THE WIZARD OF OZ:
Journey to Oz theme and the
Aladdin & The Magic Quest
theme, which leverages the
capabilities and functionality
made possible by the Company’s
proprietary, next-generation CPUNXT3 platform.
WMS will highlight 43 gaming
machines with differentiated slot
entertainment experiences for
Asian markets, including:
THE WIZARD OF OZ:
JOURNEY TO OZ: The largest
gaming-adventure yet for THE
WIZARD OF OZ brand, offering
for the first time for THE WIZARD
OF OZ brand, a spinning wheel
— one of the most player-popular
game mechanics in the industry.
This exciting game is packed with
exciting technologies, including
58 MAY 2012
Collaborative Gaming
technology, surround
sound gaming chairs,
a wide-area
progressive, a base
game mini-wheel and
a large community
video spinning wheel
on dual 52” overhead
screens for unique
Bigger Event bonus
round action.
ALADDIN & THE MAGIC QUEST: Taking
you as close to a thrill ride as a slot machine
can possibly go, Aladdin & The Magic Quest
slots introduces the next generation of Sensory
Immersion gaming with a motion system chair.
In this fully immersive experience, including
3D graphics, sound and movement, players
enjoy an unprecedented
experience with motion effects
programmed to perfectly align
with in-game events. Powered
by the CPU-NXT3 processor,
players enjoy three unique
bonus rounds in this gamechanging slot adventure.
LIFE OF LUXURY DELUXE:
The latest Life of Luxury Deluxe
theme is the follow-up to the
successful Life of Luxury
Progressive series. The game
features a Local Area
Progressive free-spin bonus
randomly triggered during
standard G+ Deluxe and G+
Deluxe 5x4 series base gameplay. In the progressive, freespin bonus round, a max-wager
spin guarantees a progressive
award if the picking bonus is
triggered.
ALICE: Follow Alice down
the rabbit hole to enter a land
of wonder. With 5 Bonus Bank
features and two unique base
games — the Alice & The
Enchanted Mirror game and
the Alice & The Mad Tea Party
game — this classic tale steps
out of the storybook and into a
slot game like never before, with industry firsts
like the Cascading Reels feature on a
mechanical game, both Alice themes offer a
magical adventure sure to thrill players on your
slot floor!
COLOSSAL REELS: New to the WMS
Innovation Series category, the Colossal Reels
series utilizes the full widescreen power of the
Bluebird2 and Bluebird xD cabinets to feature
two sets of reels – traditional and oversized –
that transfer wild symbols between reels. The
Colossal Reels series launched with four
themes and is currently performing, on average,
up to 120% above house average in the United
States*.
WMS Portal Products
The WMS booth at G2E Asia 2012 will
highlight the operational efficiencies and
seamless delivery of fresh, engaging on-demand
content that WMS portal products offer. The
featured Portal themes include the Ultra Hit
Progressive series, with the Jackpot Explosion
and Piggy Bankin themes; the Mega Multiplier
series with the Super Shot theme that offers
bonus action powered by a real-time physics
engine; and, the Winner’s Share series, which
enables players to collect credit awards ranging
from 1 to 200 percent of the progressive
jackpot with the Peng-Wins theme.
* Based on 90 units across 12 casinos in Nevada
and the Midwestern United States, with an average
of 64 days on the floor from November 2011 - April
2012.
p59 EGT:Layout 1 01/05/2012 08:41 Page 1
G2E ASIA PREVIEW
EGT brings latest
products to wow Asia
Cat 4 Cash progressive, great cabinets and the Exciter II platform on stand 443
A
t the forthcoming G2E Asia
exhibition, Euro Games
Technology will showcase its latest
products and will demonstrate
once more the company’s
perceptible presence at the international
gaming market.
EGT will be proud to present the Cat 4 Cash
Multi-Level Progressive Jackpot System – one of
its latest products, which has already proven
itself as an absolute success for the company.
The system features four levels of progressive
Jackpot. An eye-catching jackpot panel attracts
the players’ attention with a clear presentation
of the jackpot levels and an entertaining
animation shown on a high quality 40” LCD TFT display. The stylish cabinets are exclusively
designed for the player’s comfort with their 22”
and 32” wide-screen LCD-TFT monitors. The
players have a good reason to stay on the
machine for longer, captured by the attractive
multi-games run by the technologically
advanced Exciter II platform.
EGT’s booth will draw the
visitors’ attention with another
branded product – the Vega
Vision+ Cabinets featuring
multi-games from the exciting
new P-Series driven by the
innovative Exciter II platform.
The high-quality graphics
combined with widescreen LCDTFT monitors makes a perfect
combination for an ultimate entertainment
and pleasure of the game.
“EGT is one of the fastest growing
companies in the global gaming industry. Today
we operate in more than sixty countries in
Europe, Asia, South America and Africa,”
comments Silvia Mincheva, PR & Marketing
Manager at EGT. “This remarkable achievement
is based on the proven quality of our products
and the company’s talent to effectively put
innovative ideas into practice – make sure of
this by visiting our booths at ELA Mexico and
G2E Asia. You are welcome!”
MAY 2012 59
evolution:Layout 1 01/05/2012 11:02 Page 1
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p61-64 online news:News 02/05/2012 11:29 Page 3
ONLINE NEWS
Evolution signs with StarGames.com
aving recently been awarded a Class 4 B2B Licence by the Malta
Lotteries & Gaming Authority, Evolution Gaming, provider of videostreamed Live Dealer gaming, has signed an agreement to provide
Live Casino services to multiple countries across Europe for Malta-based
online gaming operator, StarGames. Initially, Evolution will supply StarGames
with its ‘white label’ service for Live Roulette, Live Blackjack and Live
Baccarat.
StarGames’ Malta-based Directors said: “We wanted to guarantee the best
gaming experience for our players. Evolution’s LGA Class 4 Licence sealed
the deal for us, as it reduces the complexity, risk and cost of delivering Live
Casino services to our growing European audience.”
Currently, Malta is the only full EU Member State that explicitly licenses
and regulates B2B providers separately from B2C licensing. Malta also
provides significant tax advantages and other business incentives for gaming
providers and their clients.
H
World Match Presents
Casino Hold’em
Quicksilver picks Play’n GO
lay’n GO has signed an agreement to provide mobile casino games
and games for the web for Quicksilver.co.uk. Under the agreement
Play’n GO will provide Casino games in Flash for the web and in
HTML5 for the mobile channel. Play’n GO offers the widest range of games
made available for play via Smartphones & Tablets on the market today.
Nick Pearson, Technology Director of Quicksilver, commented: “We believe
mobile to be a significant future channel for slot gaming and Quicksilver are
keen to be early to market for this exciting product line.”
P
Full Tilt to return?
orld Match has released a new card game boasting the same
game dynamics of Texas Hold’em Poker, but with the opportunity
to play against the casino rather than against other players.
Hoping to create an immersive and immediate game experience, WM
purposely designed the game area to optimize readability, starting from
bigger cards’ dimensions to make even the graphics of the winning
combination very clear.
“The high attention to details and 3D effects on cards gives the game an
absolute realism and bestows the atmosphere of the most elegant casinos”
suggests the press release.
An ‘AA Bonus’ added feature provides a higher winning frequency to the
playe, thanks to the large number of possible combinations enhancing the
excitement of each hand. Beside the standard version, Casino Hold’em is
also available in two additional variants: ‘Pro’ and ‘Privee’, which differ
depending on the minimum and maximum bet limits
W
ull Tilt signaled an intended return to the gaming market after one of its
subsidiaries, Orinic Limited, applied for a new internet gaming license
with the Alderney Gaming Control Commission. Orinic Limited has
applied for a Category 2 online gambling license, which permits the licenseholder to offer full online gaming services. The company previously held only
a Category 1 license which doesn’t permit handling of gaming funds, but that
license was suspended last July following a hearing between Full Tilt Poker
and the AGCC.
Industry sources
have been speculating
about a relaunch
following a series of
hiring ads appearing
on recruitment
websites where Pocket
Kings, Full Tilt’s parent
company, has posted
for a number of
positions.
F
MAY 2012 61
p61-64 online news:News 02/05/2012 11:30 Page 4
ONLINE NEWS
boosts
Dotty Site Rewards Playtech
social output
Freckled Players P
F
or the very first time a bingo site is
hoping to celebrate its dotty image
by giving players a cash bonus based on
the number of freckles they have on
their face.
The ‘Freckle Bonus’ is being offered
by DottyBingo.com in a bid to celebrate
the humble freckle, with £1 per facial
freckle exhibited up for grabs to new
members who must send in a
photograph of themselves so that they can be counted and remunerated accordingly.
It’s thought the site is the first of its kind to positively discriminate in favour of the freckled and
says it expects to give out thousands of pounds in prize money.
Bosses at the firm say there is no need for individuals to tally up their own freckles as they will
be assigning a dedicated team to calculate the bonus pay-outs. Only facial freckles will be
counted and anybody caught faking freckles in an attempt to gain more money will be banned
from the site.
A spokesman said the site was proud to become the first in the world to celebrate the freckle:
“Some people love their freckles, some people hate them, but for the first time ever we’re making
freckles lucrative and we can’t wait to give the money away.”
LVS Celebrates
20th Anniversary
n May, LVS, the sportsbook software provider
owned by La Française des Jeux, celebrates a
milestone anniversary as a software
technology company. LVS started life in 1992 as
a financial software company but very quickly
moved into the fledgling online gaming industry
when they partnered with Victor Chandler to build
one of the first ever telebetting and online
sportsbook platforms. Since then LVS has gone
from strength to strength becoming one of the
leaders in the industry with their core product the
“Advanced Betting Platform”. In 2010 LVS were
acquired by the second largest lottery in the
World, FDJ.
Simon Ordish, CEO of LVS said: “By having just
a handful of clients to service at any one time, we
were able to focus on creating great technology
and providing one-to-one customer service. As we
grow under the guidance of FDJ, the challenge is to
still be at the cutting edge of
technology and at the same time
give that level of attention and
personable experience that LVS are
well known for.”
I
62 MAY 2012
laytech has announced plans for a €95m
acquisition of real-money gaming and social media
assets from a company linked to its largest
shareholder, Teddy Sagi.
Playtech has signed a non-binding memorandum of
understanding regarding the potential acquisition with
the undisclosed party, in relation to the group’s intention
acquiring certain assets that will enable it to enter the
social gaming space.
In a statement the company said: “Playtech has been
monitoring social gaming activity operated by various
companies through social networks and mobile
platforms and has been analysing a number of ways to
penetrate the social gaming arena. By completing the
intended transaction, Playtech would gain access to a
broad range of social gaming platforms and products,
and believes it would be uniquely positioned as a leading
B2B provider with the ability to supply cross-platform
capabilities for a full suite of products including social
casino, poker, bingo and rummy.”
In addition to the social gaming services, the
acquisition also includes real-money end-to-end online
casino software with integration platform and casino
games content, mobile poker and casino software, and
online poker software.
BetVictor offers more
Realistic Games
etVictor has launched a new suite of iPad,
smartphone and PC casino games supplied by
digital gaming developer, Realistic Games. The
suite of games includes eight slots that have been
specifically engineered for both iPads and smartphones,
as well as multi-hand iPad blackjack and the industry’s
first dedicated iPad roulette.
Chairman, Victor Chandler, said: “Casino gaming on
mobile devices is an increasingly important part of our
business and we are very excited by the opportunity this
presents. Realistic’s new mobile games have really
enhanced and complemented our current offering; we
think our customers now have an unrivalled choice of
high quality casino games. “
Andy Cattrell, Director of Realistic Games,
commented: “We have tried to develop the games
with a real empathy for their environments. It hasn’t
been easy but we are very happy with the outcome
and we are delighted to have the games live with
BetVictor.”
The full suite of new games are: Blackjack, Roulette,
Bullseye, Sunset Reels, Sunrise Reels, Over The
Rainbow, Pentagram, Super Graphics, Double Bubble
and Snakes and Ladders.
B
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p61-64 online news:News 02/05/2012 11:30 Page 5
ONLINE NEWS
Microgaming Announce new Bingo features
icrogaming has unveiled a number of new and innovative features
for its rapidly growing Bingo Network. This May will see players able
to buy tickets in advance for a selection of all the available bingo
rooms from a single bingo room. This allows for a more streamlined, userfriendly purchasing experience.
M
Lydia Melton, Head of Network Games at Microgaming, said: “We have
launched a range of new features for the Bingo Network this year and the
feedback has been excellent. We feel confident that our new features will be
well received by bingo players across the board.”
In a further release, bingo players can look forward to the launch of chat
host avatars and player avatar management. These extra features will allow
depositing players to choose from a range of gender based and object based
avatars to represent them, while having a sense of interaction with the chat
host. Giving players the opportunity to control the look and feel of their avatar
will not only increase the social aspect of Microgaming’s Bingo offering, but
afford them a heightened sense of community and customisation of their
chat experience.
GTECH G2 poker
expands in Canada
More games on Magic
Mobile App
TECH G2 has announced its support to the British Columbia Lottery
Corporation (BCLC) in its online gambling partnership with Manitoba
Lotteries. Working with BCLC, Manitoba Lotteries is expected to
launch its online casino and poker offering in 2013, with the site regulated
by the Manitoba Gaming Control Commission.
William Scott, GTECH G2 Vice President, said: “Manitoba Lotteries joining
the Canadian Poker Network through its partnership with BCLC is a very
exciting development for GTECH G2. We have seen the network increase in
scale since launching in December 2010 and its continued growth will help
generate greater player numbers and larger tournaments.”
GTECH G2 provides its poker solution to BCLC and Loto-Quebec who offer
legal regulated poker to players in their provinces. In 2011, over 40,000
tournaments were held on Canada’s legal network, one of six legal networks
using GTECH G2 worldwide.
G
Betsson Strengthens
Nordic Operations
etsson AB has announced that it intends to purchase private gaming
firm Nordic Gaming Group for €65 million. Nordic Gaming Group
increased its net gaming revenues by 37 percent when compared to
the previous twelve-month period, while revenues from the beginning of April
2011 to the end of last month totaled €50 million with earnings before
interest and tax of €111 million.
Magnus Silfverberg, Chief Executive Officer for Betsson, said: “Through
this transaction, Betsson continues to strengthen its Nordic operations and
its leading position among private gaming company alternatives in the Nordic
region. In addition, Betsson’s brand portfolio is strengthened significantly
within the betting segment as Nordic Gaming Group receives approximately
50 percent of its revenues from sportsbook.”
B
64 MAY 2012
he Magic Mobile App was first introduced to the international gaming
market back in January at ICE, and now boasts six APEX games that
can be played free of charge using the App on smartphones and
tablets. The latest addition is Red Hot Fruits – a title that has proven to be
one of the all-time favourites amongst players from around the world.
Operators are also using this App more and more as a marketing tool, as
the ‘Find Apex’ feature on the App
informs the players where the latest
APEX land-based gaming machines
can be found. This platform thus
advertises tailored information directly
to the player, attracting new
customers.
CEO and founder of APEX gaming, Johannes Weissengruber, said: “Our
strategy reaches out to both players and operators. As we use exactly the
same mathematics as our land-based games, this is an excellent
introduction to new players. Consequently, both regular and new players can
find the nearest land-based APEX games should they wish to play the games
on our state-of-the-art gaming machines.”
T
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p66-67 IGT laverick:Layout 1 02/05/2012 11:31 Page 2
IGT
Acquisition and retention
In last month’s GiGse preview we spoke briefly to Interactive IGT’s Director
of Player Marketing, Peter Laverick, about his session: “Online marketing
– acquiring and retaining online players”. This month CIO brings you the
interview in full.
C
asino International Online (CIO): Peter, where do
new players come from?
Peter Laverick (PL): There is an almost neverending list of marketing opportunities out there
today, and each region obviously has its own
individual characteristics. Such a long list of
opportunities has the potential to become very
expensive in the long-run. We advise our operators to
focus on tried and tested methods and focus on
refining them to be the most efficient and costeffective they can be. Typically we are focusing on
Google Pay-per-click and Search Engine
Optimisation, backed up by a solid affiliates strategy
and, if budgets allow, some wide-scale media brand
promotion.
CIO: To what degree is acquisition about
‘stealing’ from competitors?
PL: In established territories it is obviously an
important part. If you look at the UK market I would
say the majority of time is spent trying to take
customers from competitors. In particular during
high volume established sporting weeks like
Cheltenham, all the major operators are constantly
battling against each other. Newly regulating
territories are different though, and it is here where I
see the most growth in the immediate future.
“This industry is hugely
competitive, and that
means that if you stand
still you are quickly left
behind.”
CIO: With a more ‘mature’ industry are there
still vast numbers of potential players just waiting
to be discovered and captured?
PL: I think it’s a very UK centric view that the
industry is mature, and potentially some parts of
Europe too, but outside of that this is still a very new
industry (for operators and players) and that means
there is a huge opportunity to market to new crowds,
but market with more innovative messaging than
happens in the UK.
66 MAY 2012
CIO: In player acquisition which is more
effective, brand marketing or specific product
promotion?
PL: I’ve always considered product promotion to be
the most important, but you cannot ignore the
significant effect TV advertising has had on the
industry in the previous years. My final day as
Marketing Director at Victor Chandler was
negotiating their first TV ad campaign, and my
biggest regret is we didn’t do it 18 months earlier!
The answer is not really a yes or a no, it’s a balancing
act between the two.
CIO: How has social media changed acquisition
and retention?
PL: The definition of social media here is
important. If you are asking me do I think that
creating fan pages and multiple twitter feeds give you
an important and sizeable source of new player
acquisition, then no I don’t. I do think they will
become more important retention tools in the future
as the newer generation of players expect to be
communicated to in that fashion, but I don’t see
them ever being significant acquisition channels.
There are two ways in which social media is very
important for acquisition, firstly for the organizations
who have fully embedded gaming products within
social media, and secondly optimizing a PPC strategy
which can be much more targeted than Google. The
ability to target specific demographics and other data
within Facebook is something that will become of
increasing importance.
CIO: How much harder do companies have to
work to keep their products evolving and
remaining attractive to the players?
p66-67 IGT laverick:Layout 1 02/05/2012 11:31 Page 3
IGT
PL: This industry is hugely competitive, and that
means that if you stand still you are quickly left
behind. And that is a positive about the industry, not
a negative. I do look at the quality of products out
there now and wonder how some of them can
actually get better! So the answer is yes, it is getting
harder to improve the product, but that is where
companies like IGT enter the market. With $200m a
year spent on Research and Development we are in a
prime position to be able to lead the online industry
in the same way we lead the land-based industry.
Stricter regulation will make product improvements
harder and more expensive in the long run.
CIO: Are affiliates as key as they once were?
PL: Yes, they
are. Arguably
they still demand
higher revenue
shares than most
of them are
worth, but they
are still a crucial
part of any marketing plan. What will be interesting is
how they are regulated going forward. Affiliates have
had a pretty clear run of regulation in Europe, where
suppliers and operators have had to adapt. We know
in Nevada affiliates will be required to apply for a
Class III license. I can see the most successful and
powerful affiliates getting larger and larger, and being
viewed as strategic partners alongside operators
rather than affiliates. While at the same time barriers
to entry will emerge which will stop the smaller
affiliates either starting-up or growing to a reasonable
and sustainable size.
“The ability to target
specific demographics
and other data within
Facebook is something
that will become of
increasing importance.”
CIO: What do you think many companies are
doing wrong?
PL: I would say that historically “over- spending”
has probably been the biggest issue, with some
companies prepared to acquire customers at any cost
without any thought for the long term economics of
that player. I don’t see too many examples of that
today though.
CIO: How big a factor is customer service in
retention?
PL: I would say some marketing departments look
down on customer service as a lesser part of the
retention strategy than they are, and that is wrong. I
always use the example that a player may not
remember every email you send them or advert they
see, but typically if they are contacting a customer
service department two or three times a year, they
will remember that experience precisely.
“When it comes to CRM
the land-based industry
are streets ahead of
online”
CIO: Is there anything online companies can
learn from the decades of experience land-based
casinos have?
PL: If you had asked me that question 18 months
ago I would have answered no, but after spending the
past year and a half in the US, arguably the home of
land-based casinos I can assure you there is lots and
lots they can learn. I think the online operators
perform the acquisition marketing tasks better than
land-based, but when it comes to CRM the landbased industry are streets ahead of online. Think
purely of loyalty cards; the guys in land-based
understand these loyalty programs so much better,
they analyze gameplay, they set thresholds, they
reward instantly. I think CRM is something which US
culture in general does far better than Europeans.
In terms of product then the big learning from
land-based casinos is in terms of slots. I was amazed
at the level of planning and complexity which goes
into the creation of every slot game. I think in the
past I considered a new online slot as new images,
but after working at IGT I can assure you that the
creation of a new slot games is a long scientific
process which starts with market research and goes
via maths models and art and engineering to finally
deliver a world class game. No stone is left unturned
in order to ensure perfection on each new game.
When you add to that the big popular culture brands
which can be added to slots, more so than other
gambling forms, you have a very powerful
combination.
CIO: Looking at the next few years, what do you
think will be the winning factors when it comes to
acquisition and retention?
PL: For acquisition the biggest factor will be
regulation, in particular in new markets. I don’t just
mean what products can be offered but also where
online companies can advertise. Half a decade ago it
was unthinkable the UK would allow TV advertising
of online gaming – but look at it now! Google and
Facebook are becoming more and more powerful in
online advertising, although both appear willing to
work with gaming companies in regulated territories.
For retention I think the main factor is technology
and how it is implemented to improve customer
lifetime values, from front end web improvements
(probably around personalization) right through to the
databases which power our knowledge of these players.
MAY 2012 67
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SHARKSTAKING
Investing in the
player: Sharkstaking
Apparently there are people out there prepared to give you their money to
play poker with. Unsurprisingly, Matt Broughton investigates. Keenly.
W
ikipedia has an interesting entry
regarding the term ‘investment’. It
says: “Investment is putting money
into something with the
expectation of gain that upon
thorough analysis has a high degree of security for
the principal amount, as well as security of return
within an expected period of time. In contrast,
putting money into something with an expectation of
gain without thorough analysis, without security of
principal, and without security of return, is
speculation or gambling.”
Speculation or
gambling you
say? Sounds fun!
But seriously,
any investor
worth their salt
would plump for sound investment over speculation
or gambling any day. So how do we define an
investment in gambling? Is that still genuinely sound
or actually a double-negative (gambling on
gambling?) that cancels out the universe and creates
a black hole? In case you’re wondering what I’m on
about, investment in gambling is exactly what goes
on in the world of the poker staker.
Staking
For those not familiar with poker staking, it’s very
simply an investor believing in a poker player to the
degree that they supply funds
for that player to play at a level
considered within their skill
but beyond their bankroll. This
might be someone playing at
£1/£2 that is good enough to
hit the £5/£10 tables but is
either too risk-averse or simply
doesn’t have deep enough pockets to make the move
up to that level.
“Sometimes it’s just impossible for players to move
up on their own money,” explains Sharkstaking.com’s
Marketing Director, Ali Masterman. “So if we think
someone is a solid winner and has the right
attributes to beat $200nl when they only play $50nl,
68 MAY 2012
we’ll do our best to
Sharkstaking.com’s Marketing
Director, Ali Masterman
make that happen.”
For the player,
beyond suddenly
finding themselves
funded at the tables,
they are also
welcomed into a
world of support and
training. For
Sharkstaking.com
this means instant
access to a host of
professional
players/mentors on hand to provide anything from
instant support and hand analysis, right up to
individual coaching sessions. There’s also a backroom
staff keeping track of performance and bankroll
management, helping the players avoid the pitfalls of
the modern game.
“Our aim is to give players the training, bankroll
“Sometimes it’s just
impossible for players
to move up on their
own money”
and confidence to play optimally,” says Masterman.
“Ultimately we’re able to suck up the bad spells of
variance, allowing players to concentrate on making
the right plays and make money in the long run. It’s a
lonely game at times so having mentors and a group
of similarly minded players to share hand histories or
badbeats with is invaluable.”
As the investor Sharkstaking takes a portion of
each stake’s profit (a variable amount up to around
50%) as well as a cut of their rake (the commission
poker sites take from every cash game pot or
tournament fee). While this may seem like a small
amount, the rake soon adds up and can sometimes be
the difference between a winning and marginally
losing player.
p68-69 sharkstaking:Layout 1 02/05/2012 11:37 Page 3
SHARKSTAKING
learn and pure hard work usually makes for a
competent stakee”.
Sadly there are plenty of scammers in the world, so
various measures are put in place with the poker
rooms to ensure all is secure. “We’ve had a few
instances where players have tried to chipdump to
friends or other poker accounts but they’re soon
caught and have their accounts locked,” says
Masterman. “Sometimes people will make up results
to try and prove they have more experience than they
really do. Again, they usually don’t get far.”
Baby Sharks
Sharkstaking began in 2009, created by two poker
players from Manchester. The business initially
started just five MTT (multi-table tournament)
players, but now stakes over 60 players from all over
the world, focusing on high volume players who have
the right attributes to succeed in the ever-evolving
world of poker.
“Ego is a huge problem
in poker”
“Finding players is the essence of the business,”
explains Masterman. “Much of our recruitment is
conducted through poker forums, online advertising
and sometimes good old word-of-mouth. We tend to
only stake players who have a reasonable track
record. For a cash game player this would be
something in the realms of a 50,000 hand sample at
the right stakes. For a tournament player we’d want
conclusive evidence of consistent results - something
in the ballpark of positive ROI (Return On
Investment)
over 5%.
We’re
constantly
striving to
find new
methods of
finding
potential
stakes, so
acquisition
through social media is very much part of our plans
as we expand.
“Ego is a huge problem in poker,” answers
Masterman when asked what makes a good stake. “We
won’t stake anyone with an ego or sense of
entitlement. You only have to look at the pool of high
stakes players from five years ago and compare it to
today’s pool. Most of the class of 2007 are now broke
and bitter, while the guys that are still at the top are
the ones that have worked hardest and adapted to
the changes in the game. In a nutshell we want
players who are obviously capable, willing to learn,
and psychologically resilient to the downswings,
while being able to put in the hours. There is no
‘perfect’ profile as everyone has their own way of
playing poker and managing tilt, but I’d say a
combination of sound psychology, willingness to
IRL
Staking live play is something Sharkstaking will be
taking a closer look at towards the end of the year,
but knows that
this is a business
perfectly suited
to online right
now: “The
business does
translate more
smoothly to
online
considering the potential volume of play online and
the ability to recruit players based on real statistics
through poker trackers and various data mining
sites,” says Masterman. “Live staking would mean
having total faith in stakes who would have to
account for their sessions individually. The accuracy
of reporting would be very tricky to manage and we’d
have to establish a rake deal with the live venue.
“Our aim is to give
players the training,
bankroll and confidence
to play optimally”
“There’s also the issue of volume; some of our
players can play 100,000 hands per month online
whereas they’d have to play for about two years in a
live setting to hit that kind of volume. That said, it’s
universally acknowledged that live poker games are a
lot easier than their online counterparts and at the
end of the day we’re in it to make money. If it’s
profitable we’ll certainly look into it and see what’s
achievable in the future.”
Right now Sharkstaking is in a ‘consolidation
phase’ following a rough ride over the past 12
months for poker in general. However, Masterman
feels the future is looking rosy: “With impending US
legislation surely set for next year that should create
another poker boom; this can only be good for the
industry as a whole, especially for a company such as
ourselves. While staking isn’t for everyone, it’s a huge
market which has been relatively untapped, and we’re
pleased to be at the forefront. Hopefully we can press
home our advantage once the markets open up
allowing us to scale up the business across new
territories and establish staking as a credible option
for every poker player of every skill level.”
MAY 2012 69
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DIGITAL STRATEGY
Digital Marketing Strategy
for Online Gaming Websites
Andrew Banks, Managing Director of Squeeze Digital Marketing, talks
digital strategy for e-gaming propositions.
D
igital marketing strategy isn’t as high level
is it sounds. Put simply, it’s defining a
plan for attracting, engaging, converting
and retaining customers through digital
channels.
This process is cyclical and on-going and should
always be refined as your business progresses - but at
the heart of this is a core consisting of your product
and brand around which this process revolves.
A highly competitive sector
E-gaming is competitive and has been for a long
time. This shows no sign of changing, with the range
of products increasing, more operators getting
involved and larger operators having increasing
marketing budgets. There are also a number of
operators that haven’t entered the online arena - but
it’s only a matter of time before they do.
Looking to other sectors it’s clear how competitive
e-gaming is, with casino, bingo and poker each being
more competitive than mortgages, credit cards or any
other financial term. The only other market with
more competition is the adult industry. With high
competition often comes high traffic volumes and for
operators with the right strategy this means a great
opportunity.
70 MAY 2012
Why getting strategy right is so
important
Regardless of the industry, strong strategy drives
co-ordinated tactics that drive a greater response.
Digital marketing services are often bought in
isolation, and although a co-ordinated approach may
exist it’s often lacking a strategy and integration
across channels. When multiple agencies and inhouse teams are working on different digital
channels, achieving co-ordination with the strategy
can be difficult. With digital marketing no channels
work in isolation and no tactics fit into one stage of
the process. Social influences search, conversion rate
optimisation influences almost everything, eCRM aids
conversion and retention. Without a co-ordinated
strategy considering how each tactic works together,
synergy won’t be achieved.
Lack of product differentiation
makes digital marketing strategy
more important
One area where online gaming struggles is a lack of
product differentiation. With so many operators
running online casinos, bingo and poker on the same
platform it’s no surprise that the vast majority of
p70-71 squeeze:Layout 1 02/05/2012 11:39 Page 3
DIGITAL STRATEGY
marketing campaigns are incentive led. There are
obvious commercial benefits to taking games from an
established provider but when your product has no
differentiation from your competition, your
marketing success is throttled from the outset.
Developing a unique product gives a unique position
and removes some of the dependency on bonusdriven marketing campaigns. The impact of running
with a bought-in product isn’t just felt in recruitment
and retention, but across every stage in the process.
With the proliferation of social media and the
sharing culture now online, product is key. There’s an
assumption that by placing ‘share’ and ‘tweet’ buttons
on a site content will be shared by everyone. But
human behaviour dictates that we only share things
that benefit us, whether that’s by directly rewarding
us for sharing or by making us look great to our peers
by sharing something unique.
Bought-in products don’t offer anything unique
and they don’t give compelling reasons to share, and
that’s simply because they’re not special - they’re the
same games as everywhere else with the same
experience. The only difference will probably be the
sign up bonus and creative. When product is so
integral to the marketing mix, having your product
provided by a third party that also supplies your
competition cannot be a good thing.
The importance of brand on direct
digital marketing
With digital marketing often being direct response
and campaigns being planned based around
impressions, click through rates, conversions and
customer lifetime values, the importance of brand
recognition is often overlooked. Brand recognition is
becoming more important in the digital space as
more operators compete for customers. When digital
marketing first became important it was a numbers
game but it’s now common for people ranking lower
on Google to get more traffic than those ranking first
if their brand is more recognisable. Although this
sounds obvious this does mean that unless you’re a
large recognised operator you may find it difficult to
make digital marketing profitable until you’ve started
to build your brand.
Look to affiliates when defining
your strategy
Affiliates work on tighter margins than operators.
As well as being a great marketing channel they
should also inspire and inform your own marketing.
Whilst affiliates can use tactics that may be frowned
upon, there is the question of how an affiliate can
run a successful business whilst only taking between
20% and 40% of the customer’s revenue. What
strategy are they applying and what can operators
learn from it? Some affiliates have a great valueadded service some have a brand to leverage, whereas
others are data owners using their data and playing a
numbers game to turn a profit.
Affiliates need to stay one step ahead of the game
so they are always looking ahead for the next big idea
as opposed to looking at current marketing tactics
and trying to apply them to their business. Compared
to operators, affiliates have little to lose; they’re
smaller companies operating under less legislation.
But the biggest difference is their mind-set and the
entrepreneurial approach they take.
User experience
Regardless of the industry, user experience is vital
and nowhere more so when there is so little
difference between operators products. Where it’s
difficult to differentiate what you offer, you must
differentiate in how you offer it. Your
product may be casino, poker or bingo
and your website a vehicle for delivering
them, but your customers don’t see the
difference. Everything from your landing
pages, homepage, games, emails, live
chat etc. is your product.
Customers do not differentiate between
your products, sections of your website,
or channels; they have one experience
and if the slightest gap occurs the whole
picture is undermined. Most customer
experience issues creep in by not considering the
customer or by building a journey around how the
products work and technical constraints. When sites
are built around constraints the journey will almost
always be flawed and customers disappointed.
Marketing flawed products with un-satisfied customers
will always be an up-hill struggle.
Pulling it all together
There’s an obvious gap in the market for someone
with a unique product range and an amazing
customer experience that’s built around the user and
not around software restrictions or business
restrictions. Building a digital strategy around such a
strong offer would be a great challenge, and this is
where we feel most digital strategies in this sector
need improving. They’re focussed around tactical
activity to drive traffic and convert that traffic and
missing out on the real opportunity that is to be had
by building a great online experience that customers
want to shout about.
Andrew Banks
Managing Director, Squeeze
Digital Marketing
Andrew has ten years’ experience
in digital marketing with the last five
working in e-gaming. In that time he
has launched online casino, poker
and bingo sites for a range of clients
including Genting Casinos and PCH
Prizes. Squeeze are currently working
on a sports book project for a
confidential client and are open to
new business opportunities with
operators and affiliates.
MAY 2012 71
p72 whos who:Layout 1 02/05/2012 11:40 Page 2
WHO’S WHO
Who’s who: Lydia Melton
A new series in Casino International Online, meet Lydia Melton – Head of
Network Games at Microgaming
How did you first get involved with the gaming
industry?
I was working as a semi-pro poker player, propping
on some of the earliest poker sites and playing a lot
of live poker, which funded the last couple years of
my university studies. Some people I knew were
working for a start-up poker network in Malta. At the
time, I didn’t even know where Malta was but I knew
that this was the industry I wanted to be in.
What attracted you to this sector?
Back when I joined the industry, there was still very
much a start-up vibe to everything. Lots of energy and
with lots of money being invested – it was exhilarating.
The industry has calmed down a lot since then, and I
think most of the change is very positive, but I still
sometimes miss the heady early days.
What were you doing prior to the gaming
industry?
I was at university getting my English degree and
playing lots of poker.
What have been the biggest changes you’ve seen
in your time?
Aside from the general maturing of the industry,
the biggest change in poker must be our evolving
understanding of player value. Anyone
really involved in poker will tell you that
there have been massive changes over the
past three or so years in how we determine
true player value, and player/operator
contributions to a living, changeable
ecosystem.
What are the biggest positive factors
for the sector right now?
I’d say regulated markets. The regulators
in various countries are taking very
different approaches to regulating their
jurisdictions, and that poses huge
challenges for all companies in our sector, I believe
the move is generally a positive one for the industry
long-term.
And what are the negatives ones – the obstacles
to growth?
It would be really great if the regulators could all
come together and draft legislation for all of Europe,
but until that happens, obstacles will abound.
72 MAY 2012
Favourite…
Movie: La Cité des Enfants Perdus [City of Lost
Children]
Band: Spoon, Can or The Pixies, depending on
my mood
Book: Right now, ‘Ready Player One’ by Ernest
Cline, but ask me in a couple months and I’ll give
you a different answer.
Pizza topping: Minced beef.
Looking at your entire
career, what do you think
was your smartest move?
Joining Microgaming, of
course!
And the dumbest one?
When I was in university, I
was working at the front
desk of a boutique bed ‘n’
breakfast hotel. They didn’t
have enough hours
available, so I applied for a second job at another
local B&B. Unfortunately I didn’t do enough research
about the job so I didn’t know until after I started
that it was 50% front desk and 50% housekeeping.
After just a month of cleaning toilets and bathtubs, I
put in my notice. Not my best ever job experience!
Where do you hope you’ll be, professionally, in
ten years’ time?
I am already doing something intellectually
stimulating with a forward-thinking company in a
nice location. Other than that, I couldn’t say. The
industry changes too fast to plan so far ahead!
If you’d never embarked on this career, what
other line of work would you have liked to pursue?
Entomology Myrmecology, to be exact
[the study of ants,
entomology fans – Ed.]. It’s a
pet hobby of mine, and I
sometimes wonder how
different my life would be if I
were working in the sciences.
p73 online-landbased:Layout 1 02/05/2012 11:43 Page 1
The next best thing
Even where regulators won’t allow e-gaming, casinos can still take
advantage of the Net with play-for-fun Websites or good old-fashioned
marketing, writes Barnaby Page
M
ost products and services
started life in the real world and
later migrated to the Internet.
But Maryland Live!, the $500m
casino development due to
open near Hanover, Maryland in June, is doing
things the other way round.
The casino has launched a play-for-fun Website
weeks ahead of its ribbon-cutting, to promote the
brand and develop a customer database.
“The launch of Myliveonlinecasino.com enables
us to pre-enroll customers into our Live! Rewards
players’ club database and begin tailoring rewards
to members before they even visit Maryland Live!
Casino,” said Robert J. Norton, President and
General Manager of the casino.
It is using Aristocrat’s nLive e-gaming system
to drive the online version, and the nLiveLink
module to connect that to the same vendor’s
Oasis 360 casino management system –
enabling the “single view” of customers that is
(rightly) so sought-after by all consumer-facing
businesses at the moment. Aristocrat says it’s
the first casino to have done so.
Among the benefits of this link are that
management will be able to create individual
offers based on players’ combined virtual and
land-based activity; and, though Maryland Live!
hasn’t come out and said this, that it will be
perfectly positioned to quickly start providing
pay-for-play gaming online if, or when, that is
legalised in the state.
Meanwhile, Wynn Las Vegas is taking another –
more conventional but potentially no less
effective – approach to the question of how
operators should exploit the Internet in territories
where they’re not permitted to offer e-gaming. It
is putting the emphasis on the non-gaming offer
of rooms, restaurants and shows, and on
illustrating rather than just describing them.
“One of the most important elements in
making a decision on travel, particularly hotel
accommodations, is a photograph of what you
are purchasing,” said Marilyn Spiegel, President
of Wynn Las Vegas and Encore. “The new
Website was specifically designed to visually
display details instead of forcing the user to
read extensive text. Our philosophy has been to
offer information we know guests want and not
confuse the guest with useless clutter.”
The Website also includes other content not
directly connected to Wynn’s consumer offer
but giving a flavour of its luxurious associations,
such as interviews with fashion designers like
Manolo Blahnik and Laurence Graff, whose
creations can be bought at Wynn retail outlets.
Socially inadequate
Social casinos are attracting revenue per
player that is 40 percent higher than other
social games, according to Kontagent. But the
firm cautions that it’s not so easy to build a
successful social casino – whether you’re an
existing operator, or a games developer.
“Social casino gaming is a hot space right
now and everyone is looking to get in on the
action,” said CEO and Co-founder Jeff Tseng.
“Land-based and online casino operators know
how to build addictive casino games, but that
expertise does not completely translate into
how to build a successful casino game on
Facebook and other social platforms.”
Meanwhile, he added, “social game
developers who have built games in other
genres don’t necessarily understand the best
practices for casino games, which have different
mechanics and benchmarks for monetisation
than other game categories.”
Unsurprisingly, the solution that he urges is
to commission Kontagent’s services in
analysing consumer behaviour on social and
mobile platforms.
Whatever next?
InplayMatrix, which provides online
sportsbooks to operators, is to offer the ZonePlay
product from British firm Buzz Sports, allowing
many more in-play betting opportunities.
ZonePlay lets consumers bet on the next
development in sports they are watching live:
for example, whether a corner or goal will occur.
With constantly changing odds, it complements
rather than replaces existing in-play betting
markets offered by InPlay Matrix; these tend to
focus on numerical outcomes, such as scores or
the time of the first goal, or choices from a list
such as guessing who will score that goal.
By contrast, ZonePlay simply asks the
consumer to wager on “what happens next”.
Says the firm: “A typical English Premier League
soccer game can offer over 60 unique betting
opportunities, transforming even the dullest 00 draw into a betting spectacular.” ZonePlay is
also available for tennis and cricket, with
baseball coming later this year.
InplayMatrix will focus on deploying ZonePlay
for Asia, where in-play betting is highly popular.
Morbid curiosity
OnlineGamblingPal.com has changed its
name to BestOnlineCasino.com. I give space to
this development not because it’s terribly
interesting, but because the press release
announcing it – which came out just before 1
April but not, worryingly, on that very date –
also mentions in passing that this “leading
online casino portal” (that makes 72 of them
out there, by my count) “recently purchased
Michael Jackson’s hair at auction for $10,871”
and “is making progress with transforming MJ’s
hair into a Roulette ball”.
I note that the domain
MichaelJacksonHairRoulette.com is still
available, but for how long?
MAY 2012 73
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ROULETTE EQUIPMENT
GAMING EQUIPMENT
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