Gaming America Nov/Dec 2023

Dedicated coverage of gaming in the Americas

Nov/Dec 2023

 WINNERS REVEALED: The results of the Global Gaming Awards Las Vegas  VIEWPOINTS: Leading US operators discuss all things sports betting  PRODUCT REVIEWS: The Global Gaming Awards' winning products

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COO, EDITOR IN CHIEF Julian Perry STAFF WRITERS Stephanie Feeley Stephanie.Feeley@gamingamerica.com Lucy Wynne, Beth Turner, Ciaran McLoughlin, Laura Mack, Brian Joseph LEAD DESIGNER Olesya Adamska DESIGNER Christian Quiling DESIGN ASSISTANTS Gabriela Baleva, Abbie Monk, Nia Marinova, Maria Yanchovichina MARKETING & EVENTS MANAGER Mariya Savova

EDITOR’S LETTER

FINANCE AND ADMINISTRATION ASSISTANT Dhruvika Patel PRODUCTION CONTROLLER Phoebe Petford IT MANAGER Tom Powling COMMERCIAL DIRECTOR Deepak Malkani Deepak@playerspublishing.com Tel: +44 (0)20 7729 6279 SENIOR U.S. BUSINESS DEVELOPMENT MANAGER Aaron Harvey Aaron.Harvey@playerspublishing.com Tel: +1 702 425 7818 ADVERTISING SALES EXECUTIVES Ariel Greenberg Ariel.Greenberg@playerspublishing.com Tel: +1 702 833 9581 SENIOR ACCOUNT MANAGER Michael Juqula Michael.Juqula@gamblinginsider.com Tel: +44 (0)20 3487 0498 ACCOUNT MANAGERS William Aderele William.Aderele@gamblinginsider.com Tel: +44 (0)20 7739 2062 Irina Litvinova Irina.Litvinova@gamblinginsider.com Tel: +44 (0)207 613 5863 Serena Kwong Serena.Kwong@gamblinginsider.com Tel: +44 (0)20 3435 5628 CREDIT MANAGER Rachel Voit WITH THANKS TO: Steve Weitman, Brian Gullbrants, Peter Arceo, Matt Prevost, Jon Hanlin, Fredrik Bjurle, Matt Primmer, Mia Nordlander, Marc Jacobson, Derek Stevens, Troy Pettie, Allon Englman, Victor Newsom, Amy Howe, Julie Brinkerhoff-Jacobs, George Bergman, John Ruiz, Oliver Lovat, Michał Imiołek, David Bretnitz, Felicia Gassen, Shelley Hannah, Mathieu McDonald, Ronnie D’Arienzo, Scott McClintic, Karol Corcoran, Brian Becker, Matt Kalish and Robert Jacobson Gaming America magazine ISSN 2632-766X Produced and published

by Players Publishing Ltd

All material is strictly copyrighted and all rights reserved.

Reproduction without permission is forbidden. Every care is taken in compiling the contents of Gaming America but we assume no responsibility for the effects arising therefrom.

The views expressed are not necessarily those of the publisher.

The face of casino – and wider property – architecture is always changing.

Trends are just that: trends. Those that permeate casino floors across Las Vegas, Atlantic City, Boston or Detroit will almost certainly change over the course of the next few years.

Properties are learning all the time; player preferences are evolving.

And then there is the small matter of a worldwide pandemic creating irreversible change – be that among casino owners, players or the labor market.

That’s why, heading into 2024, Gaming America has chosen to explore what it takes to design and build a casino from the ground up, speaking to architectural and gaming gurus from across the industry. Buffets are out and scenic gardens are in. Who saw that coming?

In fairness, if you sit and think for a moment – both make perfect sense. Buffets are wasteful, both in terms of space and food, and a Covid-19-driven fear of spreading germs will have both literally and figuratively reduced appetites for buffets – once a Las Vegas staple.

Gardens, too, are a logical addition when you consider how many destination weddings now take place (with big resorts a natural location for these). I just got back from a destination wedding, in fact!

If there’s one thing gaming properties – and their architects – are good at, it’s picking up on where customers want to see the market go. Las Vegas, in particular, is the entertainment capital of the world and has changed almost immeasurably over the past few decades.

As Oliver Lovat regularly writes for Gaming America (and he also features in this edition), Las Vegas has always had certain inflection points. This year’s trip to G2E saw the Vegas skyline dominated by its new Sphere.

Concerts are aplenty – and not just any concerts (we are talking the best of the best), high-end restaurants are aplenty, and a property as premium as the Venetian still boasts a range of what you might call ‘normal’ entertainment, such as Flight Club (darts).

So check out our cover feature to reflect on how the modern-day casino looks heading into 2024. But do remember that, within a matter of years – if not months – those requirements will undoubtedly have to change in some shape or form. Keeping up with those trends is the most important task of all!

JULIAN PERRY,

COO, Editor-in-Chief

CHECK OUT GAMINGAMERICA.COM FOR THE BEST IN BREAKING NEWS

GAMING AMERICA | CONTENTS

32 Julie Brinkerhoff-Jacobs

42 Oliver Lovat

8

FROM THE TOP: ANSWERING CALIFORNIA’S CALLS

32

HOW TO BUILD A CASINO IN 2024

12

GLOBAL GAMING AWARDS LAS VEGAS WINNERS

38

G2E 2023 REVIEW: PART ONE

40

G2E 2023 REVIEW: PART TWO

42

FROM PANDEMIC TO PROSPERITY

Gaming America looks at data from the California Council on Problem Gambling, which works via call, text and live chat to assist those affected by gambling in the Golden State.

Gaming America walks you through the big winners at the Global Gaming Awards Las Vegas, as 500 prestigious industry guests witness the crowning of 2023's champions.

10TH ED

ITIO N

SHORTLIST 10TH EDITION

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Architects, garden designers and casino owners tell Gaming America about how today’s casino trends will influence tomorrow’s megaresorts.

Gaming America reflects on a busy visit to Las Vegas, as the Venetian Convention Center played host to G2E 2023.

Gaming America’s Laura Mack reflects on her attendance at G2E 2023, including women in gaming, G2E’s media tour and video interviews galore.

Oliver Lovat explores how the pandemic transformed Las Vegas’ future after years of industry uncertainty for the entertainment capital of the world.

CONTENTS | GAMING AMERICA

48 Felicia Gassen

56 Matt Prevost

45

52

BLITZ FOR PURPOSE

54

FASTER, CHEAPER, MORE TRANSPARENT

56

VIEWPOINTS: LEADING SPORTS BETTING OPERATORS

62

PRODUCT REVIEWS

46

BOUNDLESS POSSIBILITIES

Wazdan CEO Michał Imiołek discusses how European suppliers can tailor their partnerships, themes and gameplay to the expanding North American iGaming market.

THE DEMAND FOR DIFFERENTIATION

Kambi reflects on what it takes to win Sports Betting Supplier of the Year and its preparation for busy US and LatAm sports seasons, with recent partners and acquisitions.

48

TECHNOLOGY & PAYMENTS

50

AMERICAN MARKET MOTIVATION

Felicia Gassen, Chief of Staff and Chief Administrative Officer at Sightline, discusses technology, cashless and more.

Gaming America spoke to Relax Gaming’s new CPO, Shelley Hannah, about entering the US market, her perspective on licensing and the supplier’s games.

Jackpot Digital describes how its dealerless tables provide extra mini games and opportunities for players.

We asked Freemarket about the focuses and trends that interest a cross-border payments company right now.

BetMGM, Fanatics, FanDuel, Tipico and DraftKings executives discuss how to stand out from the competition and what is having the biggest effect on sports wagering right now.

Gaming America looks at five products, including four winners of the Global Gaming Awards Las Vegas.

GAMINGAMERICA | 7

GAMING AMERICA | FROM THE TOP

ANSWERING CALIFORNIA’S CALLS The California Council on Problem Gambling works via call, text, live chat, and a new self-exclusion website to assist those affected by gambling in the Golden State. In our latest 'From the Top' column, we delve into its data.

In September, the California Council on Problem Gambling (CalPG) launched HowToExclude.org, California’s first comprehensive resource of the state’s4k 4k existing self-exclusion programs, offered by nearly all of the state’s casinos, which each have their own ways of opting in. But why 3K 3K would CalPG need to collate so many unique requirements and regulations? Gaming America spoke to CalPG Executive Director 2K 2K Robert Jacobson to learn more about how to exclude in California, which demographics in the state may need the most assistance 1K 1K with gambling and how best to help those 0 0

trust fund (which supports Tribes that do not have gaming operations), the general fund (which aids a variety of state programs), the special distribution trust fund (which encourages responsible gaming and supports treatment programs for gambling addiction), as well as in the work done by CalPG. With different rules and regulations present at each Tribal casino property, Jacobson commented that the council didn’t want to create a “directory of casinos” by any means, but that the organization did feel that simplifying the process of self-exclusion was necessary. The website allows gamblers

individuals before the need to self-exclude.

The US is home to 574 federally recognized Native American Tribes; 109 of those Tribes are located in California — and 63 of them own and operate the state’s 66 casinos.

California’s Tribal gaming establishments first let guests play their Class III games in 2001. Games like roulette and craps are not permitted even at Tribal casino venues, due to a law against games using dice or a ball.

Commercial gaming and sports betting are also both against state law.

The impact of Tribal gaming on California’s residents can be seen in the revenue sharing

2019 2019

2020 2020

2021 2021

TYPES OF CALLERS IN THE LAST FIVE YEARS 2022 2022

2023 2023

3.176 3.176

2.590 2.590

3K 3K

2.176 2.176

1.998 1.998

2K 2K

GAMBLER

AFFECTED INDIVIDUALS

1K 1K 0K 0K

1.385 1.385 373 373 2019 2019

200 200 2020 2020

274 274 2021 2021

735 735

2022 2022

587 587

2023 2023

UNRECORDED *THERE WERE NO UNRECORDED CALLER TYPES IN THE LAST FIVE YEARS

ALL-TIME TYPES OF CALLERS 60K 60K

42.9K 42.9K

40K 40K 20K 20K 0K 0K

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10.6K 10.6K

Gambler Gambler

Affected Individuals Affected Individuals

2K 2K Unrecorded Unrecorded

GAMING AMERICA | FROM THE TOP to voluntarily ban themselves from casinos by searching for their city, and recommends a 60-mile exclusion radius. All casino contact information provided to the party interested in self-exclusion is completely necessary for the process — no addresses or phone numbers are given if the casino doesn’t require them to self-exclude.

CalPG has also recently digitized its records, back to 2009, which show some interesting trends and perspectives for who in California has contacted the council over the years and how they’ve interacted with its helpline and other programs. In that time, CalPG has answered 335,666 total calls, with 15,953 of those calls having taken place at the time of writing since January 1 2023. Of that number, 2,613 calls count as ‘phone intakes’ in which a person speaks with a counselor at either Masters level or above. A non-intake call, according to Jacobson, is usually brief and can vary from, “wrong numbers, to people confused of the purpose of the helpline (perhaps calling for directions to a casino, or the winning lottery numbers), to people who might’ve had a brief thought of seeking help but weren’t ready yet.”

Data collected during an intake call is based on the caller’s “Stage of Change,” which Jacobson explains as “how ready and serious” the caller is about wanting and receiving help. Some data comes up more naturally in initial conversations about a

caller’s situation, while other data points either may not be relevant to the immediate help a caller needs, or may not be disclosed before a caller hangs up. Jacobson added, “The most important thing is the caller’s well-being. We always place that above data collection. Data is useful and we collect what we can, but we never want to risk the caller feeling uncomfortable or wanting/ choosing to hang up for the sake of collecting data.”

That being said, CalPG has still managed to gather an impressive amount of data, to both build a picture of the people who have called its helpline since 2009, as well as address their needs with the wider purposes of the helpline and its new website counterpart.

Out of the 335,666 calls answered since January 1 2009, there have been 51,977 complete phone intakes. Types of callers able to be identified over the years were made up of 42,912 gamblers and 10,669 other individuals affected by gambling.

Year to date for 2023, those numbers compare: with 2,590 gamblers calling and 587 other affected individuals choosing to access the helpline. Overall, this means around 20% of calls are from people who may not even gamble themselves.

Text and live chat conversations are also possible through the helpline and in 2021 CalPG received its highest number of chat conversations. Helpline booklets

CHAT CONVERSATIONS AND TEXT CONVERSATIONS BY YEAR

4k

CHAT 3K

TEXT 2K

CALLS 1K

0 2019

2020

2021

2022

2023

are also distributed by both traditional mail and email.

The helpline’s callers range broadly in age, including those under 18. Support is still available for people under the legal gambling age in the state of California. Interestingly, due to the Tribal sovereignty of the land on which casinos are located in the Golden State, this legal age actually varies from 18-21 depending on the individual rules of each casino. Not all callers’ ages will be disclosed during an intake, due to whether the information comes up in regards to either the relevancy or time length of the call.

There are 11,532 callers with unrecorded ages since 2009.

Of the data disclosed, however, the age demographic that has made the fewest number of calls over the years is the 17 and under age group with 136 calls since 2009 (seven of those calls taking place in 2023).

This is an increase from five calls received in this age group throughout 2022 and could possibly also rise above the seven total calls received in 2021. Since 2009, the age range that has placed the most calls to the helpline falls between 26-35 years of age, with 10,796 total calls. Year to date, however, this demographic shifts slightly with 36–45-yearolds making the most calls in 2023.

After an intake, case management options are presented to the individual.

According to CalPG’s website, 15,273 people have been treated so far — 11,629 of them gamblers, with a further 3,644 individuals affected by gambling. CalPG conducts warm transfers between the individuals seeking help and their first, second or third choice therapist based on preferences provided, including whether or not the client would like to access in-person or tele-health therapy.

In 2023, 679 callers have accepted case management so far.

It is important to note that CalPG is a gambling-neutral organization. The council simply provides help to those who seek it and uses the data of those individuals to assess the ways the people of California would most benefit from, and make use of, its services if they are affected by gambling.

3.176 2.590

3K

10 | GAMINGAMERICA 2.176 2K

1.998 1.385

GAMING AMERICA | GLOBAL GAMING AWARDS

Gaming America walks you through the big winners at the Global Gaming Awards as 500 prestigious industry guests witness the crowning of 2023's Las Vegas Winners Lead Partner

12 | GAMINGAMERICA

GLOBAL GAMING AWARDS | GAMING AMERICA

GAMINGAMERICA | 13

CUSTOMER

LOYALTY

PROGRAM OF THE YEAR

MGM REWARDS MGM RESORTS INTERNATIONAL Always exciting and always great to be honored by our peers, at the core of what we do, it’s all about a great guest experience. To be honored like this by our peers, it doesn’t get any better than this - Marc Jacobson, Sr. Manager of Corporate Media Relations, MGM Resorts International Sponsored by

14 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

RESPONSIBLE

BUSINESS

OF THE YEAR

THE SAN MANUEL BAND OF MISSION INDIANS It's a team effort and they really lead from the top so it is a wonderful organization to work for Sponsored by

16 | GAMINGAMERICA

- Peter Arceo, CGO, San Manuel Band of Mission Indians

GAMING AMERICA | GLOBAL GAMING AWARDS

DIGITAL

OPERATOR OF THE YEAR

BETMGM

Sponsored by

Absolutely honored to receive this Award on behalf of all the team members of BetMGM. It’s an incredibly competitive market but we have made the pivot towards profitability, led by our gaming business and we’re, frankly, catching up, we made great strides in sports - Matt Prevost, CRO, BetMGM

LAND-BASED

PRODUCT OF THE YEAR ARISTOCRAT GAMING – NEPTUNE SINGLE STRATUS SIGN PACKAGE Sponsored by

It’s really an honor to win this Award and we appreciate it. We’re really excited to take this opportunity and take this Award home - Jon Hanlin, SVP of Commercial Strategy Americas & EMEA, Aristocrat Gaming

18 | GAMING GAMINGAMERICA AMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

DIGITAL

PRODUCT OF THE YEAR EVOLUTION – LIVE CRAPS Sponsored by

Craps is one of the most exciting games and this year we took it digital, thank you very much for the Award - Fredrik Bjurle, CPO, Ezugi, Part of Evolution Group

PROPERTY

NORTH AMERICA OF THE YEAR CIRCA RESORT & CASINO Sponsored by

This is the third win in a row for our team so I’m pretty excited about that. It is overwhelming to get it three years in a row and we are very happy about it. I’m very proud of my team to be able to get us to this point - Derek Stevens, Owner & CEO, Circa Resort & Casino 20 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

LAND-BASED

INDUSTRY SUPPLIER OF THE YEAR ARISTOCRAT GAMING Sponsored by

Every year we know that the competition continues to get stronger and stronger. We just continually innovate and believe that is at the forefront of our organization - Matt Primmer, CPO, Land-Based, Aristocrat Gaming

SPORTSBOOK

SUPPLIER OF THE YEAR KAMBI Sponsored by

We're so proud to win this Award again, we’re just glad we can deliver our product in the US and worldwide. We have a great team together doing it - Mia Nordlander, SVP Investor Relations, Kambi 22 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

PROPERTY

LATAM & CARIBBEAN OF THE YEAR BAHA MAR Sponsored by

To win this category twice in consecutive years is a true achievement and can only be achieved though a constant commitment to be the best - Accepting the Award on Baha Mar's behalf: Gary Roudette, Founder of Global Gaming Awards

DIGITAL INDUSTRY

SUPPLIER OF THE YEAR GEOCOMPLY Sponsored by

- Accepting the Award on GeoComply’s behalf: Deepak Malkani, Commercial Director, Gambling Insider

24 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

LAND-BASED

OPERATOR OF THE YEAR

WYNN RESORTS Sponsored by

It feels great to win and to see that all of our 12,000 employees were recognized for their hard work - Steve Weitman, President of Wynn Las Vegas & Brian Gullbrants, COO North America, Wynn Resorts

PRODUCT

INNOVATION OF THE YEAR ACRES MANUFACTURING – CASHLESS CASINO Sponsored by

It feels great. Acres is a really small team but we work really hard to provide innovative solutions. We are happy to win, it means a lot to us - Troy Pettie, Sales Engineering Director, Acres Manufacturing

26 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

SLOT

OF THE YEAR

ARISTOCRAT GAMING JACKPOT CARNIVAL Sponsored by

One of the great things about Aristocrat is there are a lot of old brands that players grew up with, know and trust, so we took Jackpot Carnival - the game is actually 15 years old - we brought it back, we reinvented it and players just loved it - Allon Englman, SVP, Game Development Mojo Studios, Aristocrat

PAYMENT

SOLUTION OF THE YEAR EVERI – CASHCLUB WALLET Sponsored by

It feels really good. We have invested a lot of money, a lot of time, a lot of energy to try to continue to innovate. A lot of folks say big companies can’t be nimble, I think this is another example where that is just not true, you just have to care - Victor Newsom, SVP Payments, Everi 28 | GAMINGAMERICA

GAMING AMERICA | GLOBAL GAMING AWARDS

AMERICAN

EXECUTIVE OF THE YEAR

AMY

HOWE This is really an Award for my company. It is nice to be acknowledged for the Award, but this is really a testimony to all the work that my team does behind me every single day - Amy Howe, CEO, FanDuel Sponsored by

30 | GAMINGAMERICA

GAMING AMERICA | COVER FEATURE

HOW TO BUILD A CASINO IN 2024

Gaming America examines what the next iconic gaming destinations will look like, with the expertise of Derek Stevens, Julie-Brinkerhoff Jacobs, John Ruiz and George Bergman.

32 | GAMINGAMERICA

COVER FEATURE | GAMING AMERICA In 1905, to build a casino in Downtown Las Vegas that would cultivate a 118-year legacy, all you needed was a $1,750 land purchase, electric lighting and the promise of $1 room and board. Gambling and alcohol were available for additional costs. This is what began the storied history of the Golden Gate Casino on Fremont Street.

To build a property that truly makes a name for itself today, the project price skyrockets to over 500,000 times that of antique auction value and the cheapest rooms will still cost 30 times that original rate. In the past 100 years of casinos – whether in Las Vegas, Atlantic City, other US regions or abroad – it’s become apparent that a property must offer much more than a few poker tables and electric lighting. But what will the casinos of the future use to assert their dominance over the vast modern entertainment landscape?

Gaming America spoke to casino mogul Derek Stevens, landscape designer JulieBrinkerhoff Jacobs, and architects George Bergman and John Ruiz about what the successful casino resorts of the future will look like: because several may already be in development right now. Some things never change, though, as no matter how much is included in a casino resort guest’s stay, gambling and alcohol will still be available at their own additional costs.

BEYOND ANYTHING LAS VEGAS EVER HAD The oldest remaining casino on the Las Vegas Strip opened in 1946 as Flamingo Hotel & Casino and has gone through several ‘fabulous’ name changes, ownerships and renovations, with its remaining buildings all dating from 1967 and later. The Flamingo cost $6m to build and open, which would be over $270m today. The most recent hotels to be built on the famed Strip are the $4.3bn Resorts World Las Vegas, opened in 2021 and the $3.7bn Fontainebleau Las Vegas, opening in December this year. Along with acres of land, thousands of guestrooms, varied dining options, at least one swimming pool and a dedicated entertainment venue, that a casino project truly needs billions of dollars to get off the ground.

“IN EVERY CASE, IT IS CRUCIAL FOR THE ARCHITECT TO UNDERSTAND THE LOCAL MARKET, DEMOGRAPHICS AND GUEST PREFERENCES.” Stevens noted that for casinos being designed today, the opening of the property may not be set until 2027 at the earliest.

“Depending on the size and scope, you’re probably going to have a good 12 months of design and development. Then you’re going to have a three-year build,” he told Gaming America. From Stevens’ perspective, as the winner of the North American Property of the Year for three years running at the Global Gaming Awards Las Vegas, the most important thing to do when designing a new casino is to identify its target audience.

“Make a decision on who your customer is. You could be wrong, you could maybe change it down the road, but go after that customer.” Stevens has certainly attracted sports fans with Circa’s Stadium Swim pool, but has also ultimately chosen to cater specifically to a certain demographic – and Circa is the first hotel-casino in the city to serve only adult guests. He added, “When you make that decision, remember it may be controversial, it may be unpopular, but you’ve got to go after a group or a sector.”

In 1989, The Mirage opened on the Las Vegas Strip, costing $630m and started a trend that would continue down the iconic road full of today’s megaresorts. Julie Brinkerhoff-Jacobs, President and CFO of Lifescapes International, along with her father Don Brinkerhoff, were hired

by Steve Wynn to “create an oasis in the middle of the desert.” Lifescapes brought something brand new to the Las Vegas Strip – gardens. “We had a conservatory garden on the inside,” Brinkerhoff-Jacobs said of The Mirage. “It was beyond anything that Las Vegas ever, ever had.” For Lifescapes, The Mirage would be the start of what made the company all it is today.

Brinkerhoff-Jacobs added, “We basically got our ticket punched by bringing gardens, great architecture – and a volcano – to Las Vegas.” The Mirage influenced every other property on The Strip, not just according to its landscape designers, but to all of the other casino owners who eventually sought out Lifescapes to create dramatic entrances, exits, gardens and pools at resorts throughout the city. Lifescapes went on to add greenery and glamour to iconic casino resort destinations such as: Wynn Las Vegas, The Bellagio, Palms Casino Resort, Encore Las Vegas and Encore Boston Harbor, Four Seasons Macau, The Venetian in both Las Vegas and Macau, Red Rock Resort, Golden Nugget Lake Charles and more.

Once The Mirage was open, however, it took three years before another major casino would follow Steve Wynn’s lead and take a chance on trying to create another oasis in the middle of a gambling

DEREK STEVENS Circa Resort & Casino Owner & CEO

GAMINGAMERICA | 33

GAMING AMERICA | COVER FEATURE desert. Brinkerhoff-Jacobs said the other operators “were all waiting on him to fall.”

After The Mirage began to take off, Wynn told Brinkerhoff-Jacobs, “You know, I had to make at least a million dollars a day in order to justify the cost of the property – and I was making $2m a day.” From that point, Brinkerhoff-Jacobs said the “floodgates opened” for Lifescapes and the company became responsible for many recognizable and inspiring landscaping and garden designs around the world. Brinkerhoff-Jacobs said, “Making sure that these properties were unique enough that they didn’t all look the same was critical to the success of the other individual casinos.” But within each casino resort, the most potential lies in monetizing the space. She added, “I think the most important contributions we have made in the world of gaming have to do, not only with the landscape design, but with figuring out a way to maximize the value it will have: to guests from an experiential point of view, and also for [an operator’s] pocketbook.”

PROVIDING A “WOW EXPERIENCE” Experiences that have been monetizing gardens, pools and other non-gaming spaces range from rentable cabana space, to VIP sportsbook lounges, to bars, fine dining and other retail opportunities. George Bergman, licensed architect with over 25 years in the gaming and hospitality industry, and EVP at

34 | GAMINGAMERICA

Bergman Walls & Associates (BWA), has also made his mark on Las Vegas with projects like The Linq, Paris and Caesars Palace on his resume, as well as other properties throughout the US. Bergman agrees that casino design is not simply about the look and feel of the gaming floor. He told Gaming America, “Gaming floors are energized by the spaces and uses that surround the casino floor,” adding, “Regardless of market size, casinos in most jurisdictions face some sort of competition.” The major factors Bergman sees as differentiators between casinos are a property’s: ambiance; food & beverage offerings; entertainment; and player loyalty programs. As far as ambience goes, we know that Brinkerhoff-Jacobs and Stevens would both be inclined to agree. Why just have one garden when you could rotate a seasonal, whimsical conservatory display at the Bellagio five times a year? Why just have a pool when you can have a veritable aquatic amphitheatre with a 135-foot-wide screen and swim-up bars?

John Ruiz, Principal and Managing Member of R2Architects, has also spent over 25 years in architectural and interior design.

R2 has been responsible for casino, racetrack and sportsbook designs on the other side of the country, such as The Borgata, Caesars Atlantic City, Bally’s Atlantic City, Mohegan Sun and Churchill Downs Racetrack.

According to Ruiz, the designs of the future will provide a “wow experience.” He said,

“Guests seek aspirational places that blow them away! They demand an ‘end to end’ experience that includes excitement, great food, people meeting and watching, great energy and vibes. You have to imagine and create one-of-a-kind, stop-you-in-your-tracks moments that have the guests wanting to come back again, all the while extending their length of stay.”

UNIVERSAL CHALLENGES, LOCAL APPEAL But what are the key differences in designing for casinos in different parts of the country, let alone parts of the world? The Las Vegas

JULIE BRINKERHOFF-JACOBS Lifescapes International President & CFO

GI Nov Dec.pdf 1 21 Oct 2023 16:36:06

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GAMING AMERICA | COVER FEATURE

JOHN RUIZ R2Architects

Principal and Managing Member Strip is a world of its own, but how do architects build a property that entices people to visit, play and stay in other gaming destinations – or regions that aren’t even particularly known for their opulence and slot machines? Ruiz says that regulations based on casino size, game position, game type, patron age, smoking laws and alcohol laws can greatly vary, and that every necessary fulfilment of a regulation informs a final design. He said, “These gaming requirements influence the layout of a gaming floor; this affects how a designer imagines it, right down to the details of where you enter and exit, how you circulate, and how the casino’s food & beverage outlets, lounges, music venues and retail will best lay out to create an exciting experience for the property’s guests.” Bergman agrees

that shifting regulations between countries, cities, urban areas and more remote locations play an important role, also adding, “In every case, it is crucial for the architect to understand the local market, demographics and guest preferences.” Brinkerhoff-Jacobs noted that the cultures and traditions in each locale will vary as well; while Las Vegas is opting for spacious pools and private clubs, Asian casino resorts are looking for lush, romantic wedding gardens. BrinkerhoffJacobs said, “Obviously, every hotel here has them, too. But at the casinos we did in Asia, they are critical. They book up 3-4 years in advance.”

Something each casino resort of the present certainly seems to be adding to its repertoire is a sportsbook. Whether an existing property seeks to update by installing a massive set of screens, or a new casino resort carefully plans its ultimate viewing experience, the sports fans – and most importantly the sports bettors – are calling the shots. Circa opened a three-story sportsbook, claiming the title of world’s largest from the Westgate Superbook in 2020; the Venetian unveiled a revamped Yahoo Sportsbook in August, capable of showing up to 40 sporting events simultaneously; and the Fontainebleau Las Vegas hasn’t yet opened, but its website already boasts ‘the ultimate sportsbook experience.’ And that’s just in Las Vegas.

Bergman said the most challenging design project undertaken by BWA was, in fact, adding a sportsbook on an existing, successful gaming floor; the Swinomish Casino and Lodge wanted to make sure

“WHEN YOU MAKE THAT DECISION, REMEMBER IT MAY BE CONTROVERSIAL, IT MAY BE UNPOPULAR, BUT YOU’VE GOT TO GO AFTER A GROUP OR A SECTOR.” 36 | GAMINGAMERICA

it didn’t lose any of its current gaming machines. “We incorporated a large, curved screen as part of the design that can be viewed by a large portion of the gaming floor. This space is open, but isolated, so it can be used for other events.” To Bergman, sportsbooks in general are also undergoing a “significant evolution,” as the areas must now become much greater than the sum of their parts; a sportsbook can “no longer simply consist of a large counter with odds boards and large LED screens.”

The sportsbooks truly fit for purpose, according to Bergman, will not only have integrated food & beverage offerings, but also a focus on working with mobile technology to enhance the gaming experience. “The acceptance of personal technology as a means of making sports bets has taken off,” he said, “Creating events which can be advertised on the [casino’s] website and SMS reminders are vital to healthy guest loyalty and frequency of visitation. From a design perspective, integrating sports watching, fun F&B and flexible entertainment spaces are the result of this trend.” Even in rural areas, personal technology now competes with what a casino can offer and the properties must both embrace the technology that younger demographics already use, as well as provide guests with enough reasons to travel to brick-and-mortar locales.

Another challenge, which is more omnipresent in the world of casino design, is the placement of – and formations made by – gaming machines to achieve the ultimate player comfort. Ruiz said, “Gaming operation executives have seen time and time again that there’s a science to a more successful gaming floor layout. It starts with a floor that is easy to navigate, has clear sightlines and has pathways that keep folks from getting lost or disoriented.” Creating zones that will entice rather than overwhelm a player is key.

Both architects, when asked about what is unlikely to feature in the casinos of the future, mentioned a once-popular food & beverage mainstay already disappearing from the casinos of the present. Buffets are no longer on the menu. Bergman said,

COVER FEATURE | GAMING AMERICA

"GAMING FLOORS ARE ENERGIZED BY THE SPACES AND USES THAT SURROUND THE CASINO FLOOR, REGARDLESS OF MARKET SIZE, CASINOS IN MOST JURISDICTIONS FACE SOME SORT OF COMPETITION.” “Most new properties are opting for a Food Hall type concept with varying payment methods depending on the clientele.” Ruiz added that the buffet has been phased out due to guest preferences for freshly prepared food, operator issues with food waste and breaking even, as well as the physical space and associated labor costs.

TURNING UP THE VOLUME Stevens says the “vibrancy” of Las Vegas is at an all-time high, but what about the casino industry as a whole? For those designing and building casinos from the ground up, the post-pandemic years have presented several challenges including shortages in materials, interruptions in the supply chain, as well as higher energy and fossil fuel costs. Ruiz said, “The escalation of construction materials and labor around 2021, through 2022 and into 2023, increased the cost of developing and building casinos by at least 25% – to as much as 40% more.” Architects and interior designers were faced with longer lead times and budgeting issues, but were expected to work within projects’ established business plans. And though ‘time is money’ in every industry, Ruiz noted that the originally projected opening dates were a large weight upon an architect's shoulders. He said, “Delays in opening are not acceptable in the casino resort industry; every day not open is a loss of revenue.” Ruiz said he and his colleagues found themselves “working tirelessly” with clients around several recent projects, but felt as if he needed a “crystal ball to predict what materials, building systems, etc could be had.”

When attempting to predict the casinos

of the future, it’s always a possibility that the best-laid plans could experience delays.

The Fontainebleau Las Vegas may be opening its doors imminently, but this comes 18 years after the resort’s original announcement. Even though the Las Vegas Sphere substitutes rather nicely for a massive crystal ball, one cannot see the future of Sin City by looking directly into it, nor can anyone be certain of what the future of the wider gaming industry will truly look like.

To our contributors, there are still a few universal truths about what we can expect from the next great casino resorts, which may currently only reside in either the imagination or investment capital stages.

Casinos themselves are not going anywhere, but only getting larger and beginning to incorporate more amenities. Mohegan’s Inspire Resort is also predicted to open late this year with a particularly unique feature.

The Tribal operator was awarded a license by the Government of South Korea in 2016 and has deemed the project a ‘first-of-its-kind,’ as it will also be the only resort in the world – so far – with its own private air terminal. Part of Incheon International Airport, the $5bn megaresort will include 1,275 hotel rooms, a 15,000-seat arena, 12,700 square meters of conference facilities, a 9,500 square meter indoor dome pool and 40,500 square meters of retail space, in addition to the casino area.

Dream Las Vegas Casino Resort could also potentially resume its halted construction on the Las Vegas Strip after financing issues delayed the project earlier this year. With construction possibly beginning again in January 2024, the timeline Stevens

mentioned of designing and building now and opening some time around 2027 may now be both a ‘Dream’ and a reality. Excited would-be patrons and industry experts alike can follow the exact process of what it looks like to embark on a casino of the future in real time. Ruiz added, “To make casino resorts fiscally sustainable, profitable and attractive to investors – who will continue to envision the next generation of casinos and develop them – it requires ‘turning up the volume’: integrating more socialization, entertainment, hotel, retail and F&B programs into the gaming floor in a manner that energizes the experience for the guest to a higher level.”

It seems as if the casinos of the future are truly going ‘all in’ when it comes to every feature they intend to provide.

Ruiz identified that in the casino world ‘more’ really does often ‘mean more;’ Brinkerhoff-Jacobs is right to say that new properties will still have “a major emphasis on beauty” as part of the overall experience; Stevens knows it’s ultimately better to find your niche and stand out than to try and appeal to a generic, undefined market; and Bergman predicts that technology and flexibility will dominate both many future design choices and solutions. The future of gaming properties seems exciting, luxurious, full of variety and already here.

GEORGE BERGMAN Bergman Walls & Associates EVP GAMINGAMERICA | 37

GAMING AMERICA | LOOKING BACK

Amy Howe, FanDuel CEO, Jason Robins, DraftKings CEO & Contessa Brewer, CNBC Correspondent

G2E 2023 REVIEW: PART ONE Gaming America reflects on a busy visit to Las Vegas, as the Venetian Convention Center played host to G2E 2023.

The 2023 edition of Las Vegas’ annual Global Gaming Expo – known as G2E – is in the books and once again, the convention lived up to its billing as one of the premiere places for industry leaders to gather and trade ideas. The biggest takeaway from G2E this year was just the overall sense of optimism that permeated both the exhibit floor. The various panels, meanwhile, tackled topics from sports betting to women in the industry and Tribal gaming concerns.

Not that long ago, the Covid-19 pandemic had the industry on the ropes – and attendance, for obvious reasons, was low.

But not in 2023. More than 25,000 people attended G2E over its four days, which was just below its record of 27,000 in 2019 (G2E was canceled in 2020 and had only 13,000 attendees in 2021). More than 125 countries 38 | GAMINGAMERICA

were represented at the conference and there were 368 exhibitors. In 2022, there were 350 and, of those exhibitors, 128 were new participating companies.

This was not a conference for a struggling industry. This conference projected strength, economic power and high hopes for the future. Everywhere you turned, you saw smiles and the unmistakable energy of businesspeople working their craft. At the Global Gaming Awards for instance, which run separately from G2E but also at the Venetian, there was palpable excitement over who would take home the coveted trophies – and it must be said – confidence oozed off virtually everyone in attendance.

The exhibit hall had its usual display of slick booths showcasing an incredibly wide array of products and services, from

new gaming devices, to refined payment systems, to novel sports betting programs, to architectural services, to gambling flooring and to slot machine chairs.

The list was practically endless, the displays were bright and colorful and in many cases enormous. The entrance to Aristocrat’s booth, for example, sported a giant – GIANT – football helmet, a nod to the company’s new partnership with the National Football League (NFL) to develop NFL-themed slot machines. Aristocrat, by the way, won three Global Gaming Awards, once again cementing itself as one of the most revered companies in the industry. But private businesses were hardly the only story at G2E this year. The Tribal gaming industry flexed its collective muscle at G2E, as well, solidifying for anyone who doubted that

LOOKING BACK | GAMING AMERICA Tribes are already the next major player in the operator sector.

Tribes, however, take a slightly different approach to gaming than others in the industry, as evidenced by a well-attended panel on Tuesday afternoon called 'Developing Tribal Gaming Workforce Training Programs.' The panelists, Sylvia Lopez of the Casino Del Sol Resort in Tucson, Arizona; Tammi Tiger of the University of Nevada-Las Vegas College of Hospitality; Deana Scott of Tribal Gaming and Hospitality Magazine; and Margo Gray of Magnum Marketing; all discussed how Tribes are focused on the long-term health of their communities and always looking toward the future.

As such, they all stressed the importance of getting Tribal members employed at Tribal casinos, to provide jobs and long-term stability for their members. The repeated message was: nobody will care as much about the health of a Tribal casino – and therefore the health of the Tribe – than Tribal members themselves.

These Tribal-focused panels definitely provided a contrast to the other panels, which most certainly focused primarily on the bottom line and, in some cases, short-term gains. In the area of sports wagering, a panel on the topic discussed the slightly reduced expansion of legalization and how the American sports betting industry – for the interim, at least – will have to focus on building out existing markets and innovating.

Big markets like California and Texas remain intriguing in the sports betting world, but it was generally agreed at G2E that nothing major is expected to be coming at either location. However, apparently there was some concern in among California gaming Tribes that news would spread at G2E of how the Golden State-based Pala Band of Mission Indians is eying a sports betting initiative for the 2024 ballot – reigniting a major ballot box fight that enveloped California in 2022.

But that news never materialized, and while scattered websites reported that such an initiative was a possibility, it at least thus-far has not happened. In a testament to

just how optimistic the conference was, little was said at G2E about either the looming culinary union strike in Las Vegas, or about the tremendous traffic disruptions that the forthcoming Formula 1 Las Vegas Grand Prix is having on Sin City. Yes, those problems are real for the gaming industry and, yes, they were on executives’ minds. But they did little to dampen the mood of the conference, which pulsated with energy and excitement.

One area that had a particularly high amount of energy was the exhibit floor’s new 'iGaming Zone', a special area for iGaming exhibitors, reflecting the growing importance of this gaming niche to the overall US gambling industry. That area of the exhibition hall was particularly impressive, with massive screens showing off all kinds of whiz-bang content.

Speaking of massive screens and whizbang content, we would be remiss if we did not note that shortly before G2E the highly anticipated Sphere concert venue opened with a performance from the mega band, U2. The Sphere, as you might know, is physically connected to The Venetian, where G2E was held. So, it was not at all unusual at the conference this year to see people walking by in U2 t-shirts, with throngs of people gathering near the conference late in the afternoon in anticipation of another performance.

On a more serious note, cyberattacks were among the topics of buzz at G2E as both MGM and Caesars faced ransomware incidents shortly before the conference.

Speaking at the conference, MGM CEO Bill

Hornbuckle commented that the attack, which cost his company $100m in earnings, was “corporate terrorism at its finest.” This was perhaps the most sobering thing said at all of G2E, a brief acknowledgement of the serious problems facing the industry at an event that otherwise celebrated all that is going right with gaming in the Americas today.

Other major executives who spoke at the conference included FanDuel CEO Amy Howe and DraftKings CEO Jason Robins (who sat together again for a keynote speech!); Bill Carstanjen, CEO of Churchill Downs; and Jette Nygaard-Andersen, CEO of Entain.

Each, in their own way, projected a strength and stability of not only their particular enterprises, but of the sector as a whole.

The crowds were so large, the energy was so strong, the messages were so positive – It was hard to believe that just three years ago G2E was entirely cancelled and that two years ago a mere percentage of attendees showed. Those were dark days for the gaming industry, when perhaps it looked as though the sector might falter. In truth, though, it was a dark time for all industries. And those black clouds seemed a distant memory at G2E 2023, where the overarching message was one of optimism for the future and confidence over the current state of things.

It makes you wonder: what will 2024 have in store for us if the sector can completely rebound in just a few short years? Check back in a year and see. It should be quite interesting indeed.

GAMINGAMERICA | 39

GAMING AMERICA | LOOKING BACK

G2E 2023 REVIEW: PART TWO Gaming America’s Laura Mack reflects on her attendance at G2E 2023, including women in gaming, G2E’s media tour and video interviews galore.

As one of many making the pilgrimage to this year’s G2E in Las Vegas, I found the sheer electricity and excitement among my fellow travelers and media colleagues to be an intoxicating experience, against the backdrop of the high winds, elevated pollen count and the 95-degree heat. Thousands flocked to this year’s expo, which ran at The Venetian from October 9 to October 12 and, despite the sea of people, finding my way around the event lacked the challenges I had previously anticipated. It was nearly impossible to get lost due to the dozens of staff holding signs 40 | GAMINGAMERICA

with directions and calling out to those who might need help navigating the expo. But even if there had been no one to guide the way, anyone could find the expo by following the hundreds of people who were wearing lanyards.

Several of the conferences at G2E this year focused on equality within the gaming industry. Two of note included a session titled 'How Female Gamers are Influencing Game Design' and 'How to Maximize Tribal Engagement for Suppliers and Vendors.'

The conference on women in game design

was light and conversational, with a generous mix of humor I found refreshing. Though the topic is a serious one, due to the fact that women are far under-represented on the designing side of the gaming industry, the panelists addressed the subject with grace, poise and flair.

First-time visitor G. Games CCO Helen Walton was not shy in admitting she had never been to Las Vegas until now, despite her many years in the industry, “This is my first time in Vegas. I’ve been in the industry 11 years and I’ve never visited,” she said.

LOOKING BACK | GAMING AMERICA “It was starting to feel like I would make it 20 or 30 years (without visiting) and that should be something I became famous for.

So, I’ve broken that…and I’m enjoying it.”

She also mentioned she lost money on slots during her visit, something else we have in common!

Social media influencer Francine Maric, who is globally known for her channel, Lady Luck HQ, explained the current trends among both male and female gaming aficionados and what they look for in slot games. She said, “The games that I really stick to and the games my audience really likes to watch, are simple games, simple ways to bonus.

They like to see jackpots and they like to see bonuses. It doesn’t necessarily have to be a certain color or certain theme. But people that watch the channel, they want to see playback. They want to see jackpots. They want to see interaction with the game.”

Maric also pointed out that women are not necessarily looking for certain colors, themes or stereotypical visual cues. She said women are looking for aggressive play, for action, high jackpots, bonus options and overall continuous engagement with the slots. Light and Wonder Senior Director of Game Design, Kimberly Cohn, agreed with this, stating, “Women do not want to be pandered to. Women do not want themes specifically aimed at them like ‘Hey, now you can play this butterfly game.’ It tends to be condescending and women don’t want that.”

Meanwhile, during a Tribal engagement seminar, Vetnos CGO Valerie Spicer took a few moments to speak to the overall theme of the session, which focused on treating potential Tribal gaming clients with respect when forming business relationships. She noted the importance of understanding culture and what matters to prospective clients. She commented, “I think it’s truly important to be respectful. I think that’s a very key element to trust. You build trust by being respectful of who you’re doing business with. You have to understand the Tribe, understand their decision process and be respectful of this. Although we’re businesspeople, we want an opportunity and are seeking to get a contract or grab market

share, the most important thing to you is probably not the most important thing to them. It’s one of the millions of things they’re working on, and you have to be respectful of what they are doing and why they are doing that.”

Engaged Nation VP of Casino Sales & Partnerships, Heather Lee, echoed Spicer’s comments and added that engagement involves meaningful interaction with prospective partners that goes beyond the office. She said, “It all comes down to respect and how you’re participating in the Tribe outside of the business relationship. Are you doing anything for their community? Are you involved in a golf tournament or something else you can get present that is contributing for them? Something else that is outside of that working relationship? Being a vendor in Tribal gaming, one of the things I’ve learned is like Valerie said, to be familiar with the Tribe, but also what’s the proper protocol for getting a deal and who you are supposed to be talking to? Not working back channels.”

Another highlight from G2E was participating in a brief media tour during day three of the show. Stops on the tour included a product demo with Playtech Live Casino and a Q&A with the company’s CEO, Edo Haitin. He explained the company’s strategy in expanding its US reach. He said, “We are already running in New Jersey and Michigan. And the strategy we’ve been doing is that we are bringing the best games that we have globally, after we optimize them. We know it’s a proven concept. We are bringing and building them here in the US to define

them, even if it takes a long time.” Playtech US iGaming Product Director, Colin Matthew Ferris, elaborated further by saying, “One of the things we’ve realized is that the US audience is a different audience. We are making sure we are bringing brands that are popular in the US and we’re making sure they’re having the right mechanics in the US.” Elsewhere, during a brief stop at Soft2Bet’s booth, CBO Martin Collins discussed the company’s US player retention strategy and explained why setting its gaze on the US market is important to the company. He commented, “Sportsbook retention is a really big issue for everybody and (so is) getting the maximum return on investment from your marketing spend.

Particularly in the US, you’re seeing problems with all of the brands getting return from investments that they are putting in to acquire customers. What we have done initially in Europe, but are now bringing to North America, is we have created solutions to drive engagement and have the customer coming back to your brand again and again. We have various solutions for different types of customers by creating different data points.”

For everyone attending this year’s G2E, there was no shortage in access to networking opportunities; swag from various suppliers, operators and vendors; as well as access to bottled water or afternoon cocktails. And if smiles and friendly faces were dollars, this year’s G2E would have been worth millions.

GAMINGAMERICA | 41

GAMING AMERICA | LAS VEGAS' FUTURE

FROM PANDEMIC TO PROSPERITY Regular Gaming America contributor Oliver Lovat explores how the Covid-19 pandemic transformed Las Vegas’ future, after years of industry uncertainty for the entertainment capital of the world.

Three years seems like a long time ago.

Much of the world was still reeling from a global pandemic, there was no sign of a vaccine, the hospitals were full and the death rates were rising daily. For those of us in Las Vegas, the concerns were more pronounced, as this city thrives on human interactions in highly concentrated environments. Will people come here again? When? How will our city evolve to meet the Covid-19 pandemic challenge?

On a personal level, was my move from London to Las Vegas a gamble too far?

THE PANDEMIC PROBLEM Between June and September 2020, with little else to do, a group of consultants, academics and researchers met virtually to look at the historical context of a pandemic on Las Vegas. Months before a single vaccine was given, we asked over 1,000 visitors under what scenarios or conditions they would return to their past behaviors: with a view to understanding how, or indeed if, Las Vegas would recover.

We found that 29% of visitors believed that Las Vegas resorts were not safe to visit until

“INEVITABLY THE RACE TO BE THE ‘CHEAPEST’ LEADS TO THE DIMINUTION OF THE VALUE PROPOSITION, REDUCED MARGINS AND AN ACCELERATED JOURNEY TO PROPERTY OBSOLESCENCE.” 42 | GAMINGAMERICA

there was a vaccine, but half of customers would continue their past activities with only a moderate variation of behavior, such as wearing a mask. However, travel had collapsed, conventions had been canceled and international visitors were locked out.

We concluded that Las Vegas casinos could not operate as business-as-usual until further notice. We reviewed the history of Las Vegas, defined the business problem and proposed a pathway to recovery. The pause in the operations-heavy environment allowed executives to assess the market in general, review strategies and usher in a new wave of thinking about both the future of Las Vegas and the management of the casino industry.

THE BUSINESS TRANSITION In October 2023, Ed Pitoniak (CEO, VICI), Bill Hornbuckle (CEO, MGM) and Christina Binkley (Journalist, Wall Street Journal) spoke on a panel at the Economic Club of Las Vegas, titled ‘Transformation in the Casino Industry.’ The panel reviewed the maturity

LAS VEGAS' FUTURE | GAMING AMERICA of the city and how the casino industry had changed over the past decade. Perhaps the most pronounced shift in corporate structure in gaming in recent years was the separation of real estate from operating businesses, where many of the major casino companies sold their real estate assets to real estate investment trusts (REITs) on a sale and leaseback basis.

Operators pay rent to the REIT and the arbitrage between rent received and debt interest paid is returned to investors.

Widely seen in other sectors, the economic rationale for this is evident.

Firstly, the tax treatment of a REIT versus a traditional corporation is advantageous.

Secondly, this has allowed the cash generated by gaming companies, which was tied up in fixed assets or high-interest development finance or bonds, to release equity for shareholders and to fund future developments and other business needs (such as online expansion). Finally, this new structure has allowed the casino operators to focus on their core competencies: operations.

To build a new casino resort in Las Vegas will range between, $500,000 – $1.2m per key, depending on positioning – so for a 3,000-room resort, that equates to $1.5bn to $3.6bn. Typically, REITs can borrow for real estate on cheaper terms than traditional casino operators. Park MGM, the former Monte Carlo, owned by VICI and operated my MGM, saw a full renovation and repositioning for $500m. The reinstatement value would be over three times that.

THE OPERATING TRANSITION For decades, Las Vegas has declared itself as the ‘Entertainment Capital of The World’.

Maybe it was, maybe it wasn’t – but Pitoniak clearly believes “Las Vegas is the world capital of perishable inventory.”

At the time of writing, there are more hotel beds in Las Vegas than any other city on the planet and there is more seating for live entertainment than there are beds.

What beds and tickets have in common is that, if they are not sold in time for use, they have no recoverable value. During the pandemic, this posed a potentially terminal

"FOR DECADES, LAS VEGAS HAS DECLARED ITSELF THE 'ENTERTAINMENT CAPITAL OF THE WORLD.' MAYBE IT WAS, MAYBE IT WASN’T – BUT PITONIAK CLEARLY BELIEVES 'LAS VEGAS IS THE WORLD CAPITAL OF PERISHABLE INVENTORY.'" problem. The challenge of selling 155,000 rooms and 230,000 seats of perishable inventory in the middle of a desert, is met by creating time-limited experiences, valuable enough to make customers get on a plane, or drive to this once-remote outpost.

In planning their broader businesses objectives, the factors that operators have to consider is space and time; that is, they have to manage their physical environments and customer time to best maximize revenues. If done correctly, this will engender loyalty and lead to a higher customer lifetime value, with the outcome of sustainable, profitable business. With the proliferation of both regional, land-based casinos and online gaming – whether sports betting or, indeed, online casinos – gambling in Las Vegas, the once dominant primary rationale for a core customer’s visitation, has been greatly diminished. Thus, the resort operators continued investments to drive visitation and diversification in revenues throughout the enterprise, whether in entertainment, conventions, dining, sports or nightlife by creating these experiences.

According to Pitoniak, Las Vegas’ resort operators have been spectacular in driving occupancy and avoiding perishable inventory for decades. “Back in the 1990s, it was easy to fill beds,” observed Hornbuckle, as demand exceeded supply. However, with travel and visitation systemically down during the pandemic, leadership had to review the business model and think creatively.

Unlike past generations, the human resources that Las Vegas’ operators could now deploy were deeper and different.

When Gary Loveman took over Harrah’s,

he implemented an MBA graduate recruitment program.

Then, working for a ‘casino’ company was not seen as a desirable career for an ambitious business graduate. Today, most casinos have direct hiring from MBA programs and MGM is one of the top companies for applications from business school graduates. The MBA ‘propellerheads’ that Binkley had written about so fondly in her book, ‘Winner Takes All,’ are now in senior positions throughout the industry. They prize data, strategy and smart decision-making, where it isn’t all just about driving revenues in the casino pit and playing poker in the evenings. During the pandemic, having this cadre of multi-dimensional thinking was put to good use.

THE TRANSFORMATION The economic and safety crises of the early 1980s, with older buildings and the new competition from Atlantic City, led Las Vegas to reposition as a value offering.

We cautioned against this in our research, as Las Vegas needed to retain the hardwon reputation as a high-value, quality, experiential destination. We observed, “inevitably the race to be the ‘cheapest’ leads to the diminution of the value proposition, reduced margins and an accelerated journey to property obsolescence.”

Our research recommendations to operators were to: focus on new events and experiences that would appeal to customers who were prepared to come to Las Vegas, in particular Gen X, Millennial and younger visitors; when borders reopen, seek to attract GAMINGAMERICA | 43

GAMING AMERICA | LAS VEGAS' FUTURE international visitation, who stay for longer and typically spend more.

This was based on the historical case studies; the catalysts for Las Vegas’ reinvention in each success period is defined by a unique entertainment offering that captures the imagination of customers. This is illustrated from Liberace and The Rat Pack, to Elvis Presley, followed by Siegfried and Roy, Cirque du Soleil, to Celine Dion and Britney Spears – each became a must-see global attraction.

Today, Las Vegas has two new, iconic drivers for visitation: sports and the Sphere.

“In this time of great division, one of the few unifying factors in American society,” noted Hornbuckle, “is the love of sports.”

In only three short years, Las Vegas has become a major sporting destination, for both local fans coming to the traditionally tourist corridor on a regular basis, as well as visiting teams’ fans to coming to the city.

But their trips are not just for one day, they are typically extended for several, with associated spend on other amenities and entertainment.

Moreover, sporting tourism has proved significantly more robust in times of economic uncertainty; tribal loyalties to sporting teams are more elastic than business travel and leisure visitation. The Las Vegas Sphere is undeniably a global icon, just weeks after opening. It is probably the best live music venue in the world, with several of Las Vegas’ other venues also in that conversation. The Allegiant Stadium, which opened during the pandemic, was the highest-grossing venue on earth in 2022.

entertainment and events destination has seen visitor spend on tickets increase by over 600% to $270 per visitor. Even in the pre-to-post-pandemic period, spend on entertainment has increased by nearly 150%.

There is a greater appetite – and budget – for the experiences that matter the most.

The opening of the Cosmopolitan in 2010 marked a demographic shift of younger visitors, which has also sustained.

It is notable that during the period of 2021 and 2022, at the height of the pandemic, the percentage of visitors under 40 was 46% and 53%, respectively, with the mean age in 2022 at 40.7 years. We note that the older visitors are returning, but younger visitation has remained.

The decisions made in recent years have had resonance with the next generation of customers, proving any fears that customers would ‘age-out’ of Las Vegas to be unfounded.

PROSPERITY AWAITS Since the advent of the pandemic, Las Vegas has seen both Resorts World and Circa open. The Hard Rock is now Virgin and the Mirage is now operated by Hard Rock’s owner, The Seminole Tribe. The Palms also has Tribal ownership by San Manuel; Dreamscapes recently assumed operations of the Rio; Station’s Durango is

LAS VEGAS TRANSFORMED Looking at 2019 (the last full year before the pandemic) we can understand how the customer spending patterns have evolved.

We observe that gaming budgets have increased over the decade (revenues totaled $8.3bn on Las Vegas Strip in 2023, up from $6.5bn in 2019) but it is in the non-gaming spend that has seen the greater increases.

Average food and beverage spend has doubled in the decade and shopping nearly trebled, but the move to a sports, 44 | GAMINGAMERICA

OLIVER LOVAT Denstone Group CEO

to open for the locals market; and the much-anticipated Fontainebleau is poised to compete at the highest level in hospitality.

Other Tribal, regional and individual operators are also considering market entry.

Formula 1, The Super Bowl and Oakland Athletics’ baseball relocation will augment the calendar, plus every ‘A-List’ entertainer is rumored to grace the city with a residency, without a shred of irony or accusations of being past their prime.

This is the beginning of Las Vegas’ new age. The decisions made in the preceding years to the pandemic led to structural efficiencies and the release of capital to be reinvested in improving an already world-class infrastructure, matched by decades of human investment, has allowed for success in meeting the pandemic’s challenges. This resulted in operating flexibility and strategic clarity, which was implemented expeditiously.

The outcome is both a new offering that is embraced by a range of segmented customers, but as importantly, a mature, confident leadership class, possessing a commercial mindset, proven success in implementing rapid change and with the collective experience successfully managing both physical space and customer time, through a crisis and successful transition.

For Las Vegas, the path to prosperity is clear. For now, what was once known as the gaming capital of the world is, without any doubt, the entertainment capital of the world, but it could be more. Within a generation – and if the correct decisions are made – Las Vegas could be in consideration to be one of America’s most significant cities, where business, sports, hospitality and industry all combine.

It’s not a gamble anymore.

Oliver Lovat is the CEO of The Denstone Group, which offers strategic consultancy in resort development. He was faculty at City, University of London between 2012-2020 and University College of Estate Management 2010-2015. His research topics are Las Vegas Customer Behavior and The Evolution of Competitive Strategy Within Las Vegas Casino Resorts.

EUROPE-US | GAMING AMERICA

BOUNDLESS POSSIBILITIES Wazdan CEO Michał Imiołek discusses how European suppliers can tailor their partnerships, themes and gameplay to the expanding North American iGaming market.

What challenges face European suppliers entering the US market?

How does the Canadian market compare to the US?

The US is a fragmented market with a complex state-by-state regulatory framework. Ensuring compliance with local authorities and obtaining necessary licenses can be time consuming and costly.

Understanding the US player profile poses a challenge for European-based suppliers who may not be privy to the gambling culture and preferences. Suppliers must adapt their games, create new content, collaborate with local entities/casinos to effectively resonate, and build partnerships with respected aggregators and operators. The US is a relatively young online market, and European suppliers can leverage their years of experience and dictate trends.

While there are similarities, Canada has its own legislation and regulatory considerations. Thanks to our compliance team, we can now boast a strong presence in Ontario. The average Canadian player profile is different to that found in the US. The US has a land-based heritage, reflected in the taste of players. In Canada, this is less prominent; players are more reflective of what you may expect in the European market.

How can European suppliers overcome those challenges?

Careful planning, local knowledge and deep understanding of the dynamic US gaming landscape. By investing in legal support, strategic partnerships and extensive market research, European suppliers can develop an informed market-entry plan to consider the requirements and player preferences of each state. For operators, this makes a supplier more attractive. Another proven way to achieve success in the US is to offer games with popular themes and modern features. Our Hot Slot series was developed with American players in mind, with a Las Vegas style. Years of research and observation of player preferences enabled us to create features such as Cash Infinity, Collect to Infinity and Volatility Levels, as well as games such as the entire 9 Coins series.

What partnerships will allow you more North American growth?

Wazdan holds licenses in New Jersey, Michigan and West Virginia – as well as Ontario – and we’ll soon be entering Pennsylvania. Through a partnership with Light & Wonder, our games are available

via its aggregation platform to a host of operators in New Jersey, including DraftKings and Tipico. Our strategy is to continue expansion in these markets and pen exciting new deals that will help elevate Wazdan in US and Canadian iGaming.

Does game popularity differ between regional markets?

The frontier theme found in Sizzling Kingdom: Bison has proved popular among US players. Unlike Europe, where free-spin games dominate, jackpots are key to success with US audiences. Magic Spins is a top performer with its enchanted theme and the chance of jackpot rewards of up to 2,500x players’ initial bet. We also have games that perform well in both the US and Canada like Power of Gods: Hades. 9 Coins and 16 Coins have also been a hit in both markets.

What do you think 2024's main iGaming trends will be?

MICHAŁ IMIOŁEK Wazdan CEO

As more regions legalize iGaming, new markets will become key focuses. With further US states inching closer to regulated iGaming, it provides boundless possibilities.

The shift towards mobile devices will also continue dominating iGaming. Wazdan’s mobile-first approach has been pivotal in the execution of our content roadmap. We tailor our games with features like energy-saving mode for gameplay on the go. Consumer demands for ethical gaming platforms also drive sustainability and environmental responsibility practices. At Wazdan, we have already taken steps in this direction by releasing an Extremely Light slots series offering smoother gameplay and decreased energy consumption rates.

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GAMING AMERICA | SPORTSBOOK

THE DEMAND FOR DIFFERENTIATION Kambi reflects on what it takes to win Sports Betting Supplier of the Year and its preparation for busy US and LatAm sports seasons, with recent partners and acquisitions. offers and we will continue to expand those markets. We also added cash-out and ingame functionality at the start of the season, bringing an extra element of excitement.

Super Bowl LVII was Kambi’s second-largest revenue generator ever. What do you have planned for NFL season this year?

DAVID BRETNITZ Kambi Senior Director of Sales Kambi won sports betting supplier Awards at both the Global Gaming Awards London and Las Vegas.

What sets Kambi apart?

It’s always an honor to be recognized for our hard work and dedication to excellence in sports betting and it’s a testament to our employees’ hard work across the business.

Kambi has a history of excellence in sports betting products and services, with over a decade of experience. Kambi can process vast amounts of data, followed by excellence in trading and risk, which is then delivered through a fast and intuitive front-end.

Part of what sets us apart is our Same Game Parlay (SGP) product, built entirely in-house. Prior to Super Bowl LVII, we enhanced our SGP product with more bet 46 | GAMINGAMERICA

The Super Bowl is one of the largest sporting events in the world and a one-of-a-kind betting experience. It culimantes everything Kambi has focused on from a product perspective over the season. This year, we’ll offer strong pre-game and live offerings for the game, and continue to build on offerings from the previous years. In the two weeks between the Conference Championship games and the Super Bowl, we’ll work to come up with creative offerings you wouldn’t usually see throughout the course of the regular season (a total 272 games). We will begin developing our offering prior to, and throughout, the playoffs to ensure we have the strongest overall offering in time for the Super Bowl.

You recently partnered with the Prairie Band Potawatomi Tribe, the Winnebago Tribe and the Forest County Potawatomi Tribe. Describe running a Tribal sportsbook.

Tribal operators have always been at the forefront of creativity and innovation. Sports betting is a whole new vertical for them.

Kambi navigates the inherent complexities, whether establishing internal controls or strategically liaising between state and Tribe.

Sports betting has specific regulation and compliance requirements and we use our knowledge, expertise and experience to help Tribes launch more efficiently and instill confidence in the process by taking a consultative approach.

Kambi also partnered with Corredor Empresarial. What kind of future LatAm expansion can we expect?

We extended a long-term sportsbook partnership to continue servicing Corredor Empresarial with our complete sportsbook.

Colombia has been a key market for Kambi, where Corredor Empresarial is a key driver, and is the largest operator of the BetPlay brand. We’ll continue to support them in Colombia and support future expansion throughout LatAm with products and services including our SGP product.

Finally, tell us about Shape Games.

Acquiring front-end specialist, Shape Games, strengthens our front-end capabilities and complements our award-winning technology.

The front-end is a crucial part of the sports betting value chain, key to engaging and retaining players. As sports betting regulation expands across the US and further afield, differences in player expectations can be stark. Providing native front-end capability that offers high flexibility to localize to each market will be key to global success. These front-end services will play an important role in modularizing our services.

Operators will be able to deliver superior customer experiences where demand for differentiation is often the highest.

GAMING AMERICA | PAYMENTS TECHNOLOGY

FRICTIONLESS CASHLESS EXPERIENCE Felicia Gassen, Chief of Staff & Chief Administrative Officer at Sightline, spoke with Gaming America about the benefits of cashless tech at casinos, why new technologies are changing the way guests engage with land-based casinos and more.

What aspects of the guest experience can technology enhance overall... Is it more than just withdrawing and playing?

It’s no surprise that patrons want and need from casinos the same type of digital experience they have outside of the casino.

So, when we compare the consumer experience outside of gaming to the casino itself and we think about what technology can do for them, it can, should and must be more than withdrawing and playing.

Yes those are two important pieces to the overall puzzle; however, they are just two pieces. Sightline’s technology allows patrons to access everything a casino has to offer and does it all in one place. Think about how a patron interacts with a casino, from before arrival to after they leave the 48 | GAMINGAMERICA

property, they book a room, show and/or restaurant reservations. They enroll in the loyalty program, check-in and get a digital key, look for what games are on the floor and what promotions are happening, and more. With a Sightline app, the patron can interact with every part of the casino and resort – before they arrive and while they are on the property, plus they can continue their experience after they leave and before they arrive for their next visit. What this means is technology can enhance the guest experience before, during and after their stay; with mobile and cashless technology that is secure and user-friendly. All of this combines to create a situation where the casino can offer more touchpoints to the patron and for the casino to communicate with patrons and build loyalty.

How would you say cashless technology makes the guest experience different at Resorts World, compared to other casinos?

Resorts World Las Vegas was a technological leap forward for the gaming industry and we were thrilled to bring cashless technology to the resort.

The cashless technology we deployed at Resorts World Las Vegas provides patrons with a better experience on the casino floor and throughout the entire resort. With Sightline’s technology, patrons at Resorts World can remotely enroll on their mobile device without visiting a kiosk, cage or loyalty desk. The Sightline platform provides patrons with an FDIC-insured debit account that safely secures their funds, and also allows incredible flexibility in how and where

PAYMENTS TECHNOLOGY | GAMING AMERICA

"TECHNOLOGY CAN ENHANCE THE GUEST EXPERIENCE BEFORE, DURING AND AFTER THEIR STAY; WITH MOBILE AND CASHLESS TECHNOLOGY THAT IS SECURE AND USER-FRIENDLY."

patrons spend their winnings; all without having to withdraw money back to a bank account or convert it to cash. Our cashless technology provides patrons with the ability to have one payment account to fund their cashless gaming at slots and at tables, as well as make sports wagers through the Resorts World sports betting app. This was a leap forward and created a safe and secure way for patrons to fund, win and spend their money how they want and where they want throughout the resort.

Tell us about your goals for 2024.

Sightline is a fascinating company – we are a group of technologists who understand consumer behavior. That’s an exciting combination, for us and for our customers.

So, as we think about 2024 and our goals

for enhancing the guest experience, we will be focusing on what patrons want from their total casino experience – more than just gaming – the entire experience.

That said, our first goal will be to further reduce the time it takes for a guest to enroll, fund and start playing on the casino floor. While enrollment and funding can be done prior to arriving at the casino, we want to give guests the fastest possible experience when enrolling and funding on the casino floor. Additionally, we want to create a mobile and cashless experience that makes sense for patrons, that gives our customers a platform to showcase their entire portfolio of offerings and providers a way to build loyalty and engage patrons before, during and after their visit.

FELICIA GASSEN Sightline Chief of Staff & Chief Administrative Officer GAMINGAMERICA | 49

GAMING AMERICA | JACKPOTS

AMERICAN MARKET MOTIVATION Gaming America spoke to Relax Gaming’s new CPO, Shelley Hannah, about entering the US market, her perspective on licensing and the supplier’s popular games.

You’ve recently been appointed as CPO. How has your strategy and approach been implemented so far?

I have watched Relax grow from its early stages and look forward to supporting that growth. It’s definitely a challenge with so many new and changing market landscapes.

In terms of my strategy and approach, I am focused on keeping Relax on its upward trajectory by constantly improving and innovating with products that truly drive differentiation. Global expansion is high up on our priority list and I’m excited to delve into the various markets and meet players’ needs within them, to help my teams better satisfy their audiences.

In order to achieve this sustained success, 50 | GAMINGAMERICA

it is essential to support and provide the tools needed for our talented minds to keep achieving excellence – especially when it comes to our games portfolio that seeks to engage audiences worldwide. To achieve this, it’s imperative that we maintain our trademark content. We have set a high bar and we fully intend to keep it that way.

Regarding future plans as part of our wider strategy, Relax Gaming will look to enter new markets across Europe and the Americas to bring our games and services to even more players and partners than ever before. Of course, to do that, I’ll be working hard to guide our teams to ensure that our ambitions are met and even exceeded, in typical Relax Gaming fashion.

Relax will be expanding into its first US market with New Jersey. Talk us through the timeline and aims of this launch.

We’ve made no secret that the US market has been hot on our radar for some time.

As it stands, we are scheduled to go live in New Jersey within the next few months.

Ontario has been a fantastic market for us in North America and has given us the perfect opportunity to find our feet in the region and understand player preferences better. We have big plans for the US and we are extremely excited to bring our games to a country that is arguably the true birthplace of slot games!

As to our plans, we will be operating as a

JACKPOTS | GAMING AMERICA direct point of supply for licensed land-based operators and their online partners in the states, offering them new and exciting games designed specifically for their players – and we’ve got some really exciting content prepared. The work we’ve put into making this happen means that months, if not years, of research have gone into preparing us for this launch. We are hoping the players will love the games, but are looking forward to listening to the market feedback and continually improving what is on offer for this market. We are fully expecting to succeed.

After New Jersey, what states are on your potential horizon for launches?

Once Relax has made its long-awaited debut in New Jersey, we’ll be looking towards Pennsylvania and Michigan in 2024. Both markets have matured over the last few years and offer excellent opportunities for the company’s growth in the US, given they’re two of only a handful of states that have regulated online casino so far.

As a result, both jurisdictions have shown themselves to be strong with monthly gaming revenue growing steadily.

Pennsylvania saw a 39% increase in iGaming slot revenue year-on-year in August, while sports betting and iGaming revenue increased by 13% year-on-year in Michigan.

The positive signs are all there and we’re confident we can make a landmark debut across both states.

"ULTIMATELY, WE SAW THAT THE JACKPOT MARKET HAD STAGNATED OVER THE LAST DECADE AND PLAYERS WEREN’T REALLY GETTING ANYTHING NEW, SO WE SET ABOUT TO CHANGE THAT." example, or indeed Argentina, which does have a few provinces that require separate regulation – but nothing on the scale that is required in North America.

How has Dream Drop performed since the product launch? And is it your most popular product now?

It would be an understatement to say we are absolutely thrilled with how the Dream Drop Jackpot has performed so far! First launched in May 2022, it’s gone from strength to strength ever since. So far it has seen 11 Mega Jackpot winners, which have made 11 players millionaires, as well as paying out more than $100m in prizes in total, which is truly phenomenal.

Have you already encountered big differences between licensing in North America and Latin America?

I think it’s fair to say that the application processes in the US are much heavier when it comes to due diligence of the organization as a whole; this includes scrutiny of its owners and senior management. Of course, we welcome this at Relax and we have a whole host of proprietary technology to ensure we have advanced compliance and regulatory processes. The US is an incredibly unique jurisdiction, in that you’re effectively looking at 50+ countries within a country – with a different licensing process in each to go through. Compare that to Colombia, for

SHELLEY HANNAH Relax Gaming Chief Product Officer

Ultimately, we saw that the jackpot market had stagnated over the last decade and players weren’t really getting anything new, so we set about to change that. We wanted to create a jackpot product that was exciting in its own right and fun to play, even if the jackpot isn’t hit. I think we’ve managed to do so, while also providing a more transparent and genuine experience for the player.

The mechanic continues to enjoy high engagement rates with each new release that comes out and we’re currently releasing brand-new Dream Drop content each and every month, ensuring we’re keeping the jackpot fresh.

This September, Relax Gaming also released Money Train 4, Dead Man’s Trail Dream Drop and Joker Split. What has been the reception?

The reception for all three of these games has been fantastic, with each game geared towards a different type of player. Money Train 4 has a cult following and has seen unprecedented levels of success with a huge number of players seeking out big wins.

Dead Man’s Trail Dream Drop is the perfect game for jackpot hunters and those who love unique game mechanics – while Joker’s Split has a strong appeal to recreational players who enjoy a lighter, more jovial experience.

We couldn’t be happier with where we’re at right now, our diverse portfolio of games is delivering an experience for players in jurisdictions around the world and we are more motivated than ever to keep pushing further.

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GAMING AMERICA | DEALERLESS

BLITZ FOR PURPOSE Jackpot Digital's Mathieu McDonald describes how the company's dealerless tables provide extra mini games and big-game opportunities.

What are the benefits of going ‘dealerless?'

The benefits of Jackpot Blitz, our dealerless electronic multiplayer poker solution, are obvious for casino operators: more hands per hour, no HR costs or headaches, more revenue, fully automated tournaments and faster, error-free game play. But players also love Jackpot Blitz due to the multitude of additional bets and actions available on the table. Players can Bet The Flop, or enjoy mini games such as blackjack, baccarat and video poker at their seat while engaged in a hand of poker. The user experience is smooth, fast and crisp, allowing for maximum entertainment and betting action.

Jackpot Blitz is more action and more fun for players, and improves the bottom line for casinos.

casinos around the world. Many of our customers have actually thanked us for saving their poker rooms because they couldn’t meet the staffing needs to run a 24/7 poker room. Jackpot Blitz has reinvigorated poker offerings at casinos that simply couldn’t find or keep their dealers.

What has it been like partnering with Carnival Cruise ships and how different is working with sea-based casinos to land-based?

Carnival has been a fantastic partner of ours for years. Obviously, space is a constraint on board any cruise ship, so we’re very excited about the opportunity for multi-table tournaments as we roll out our land-based tables. Tournaments

Other than the dealerless feature, what makes your machines unique from other ETGs?

It is largely unknown outside of casino circles how difficult it is to find and retain experienced dealers at many 52 | GAMINGAMERICA

In a video on your website, CEO Jake Kalpakian says he envisions the Jackpot Blitz table “in every casino floor in every geographic region.” How close are you to that goal?

We’ve already accumulated a significant order backlog in advance of receiving GLI [certification] for the product. Now that we have GLI for our land-based Jackpot Blitz, orders and interest have accelerated above our already heavy pace of demand pre-GLI. We already have orders from four continents and that will only grow as Jackpot Digital moves into 2024 and beyond.

What are Jackpot Digital’s plans for the future? Are you working on adding more games or more types of poker to the Blitz?

Jackpot Blitz truly enhances the poker experience for players. Because of our unique offering of several side bets and mini games, Jackpot Blitz offers players a level of action and entertainment that a live dealer simply cannot match.

What would you say about the elimination of jobs that comes with operating a dealerless model?

are a key advantage of Jackpot Blitz, because it allows operators to run tournaments literally 24/7 if they wish, with almost no staffing requirements.

MATHIEU MCDONALD Jackpot Digital Inc VP Corporate Development

We see Jackpot Blitz as a casino 'smart table,' and one of the greatest advantages of Jackpot Blitz is the ability to continually enhance the product with new games and features, like being able to order drinks and food from your seat, for example. We’re always looking to keep our offering fresh. We’ve got a healthy pipeline of new side bets and mini games under development, and our casino customers who have Jackpot Blitz installed will be the beneficiaries of this new content as we roll it out onto the market.

GAMING AMERICA | PAYMENTS

FASTER, CHEAPER, MORE TRANSPARENT We asked Freemarket about the focuses and trends that interest a cross-border payments company.

Tell us why Freemarket was created and how it differs from other payments companies?

We started our company with the goal of providing UK small and medium enterprises (SMEs) better access to cross-border payment capability. We are now a global company providing access to banking services, from some of the world’s largest institutions to regulated entities and corporations. We’re all about relationships.

We take a partnership approach with all of our stakeholders. These include customers, global banks and service providers. Our goal is to provide the best service and solution possible for the benefit of all parties.

Freemarket had an investment from Baird Capital this year. What has that allowed the company to achieve since then?

We are delighted that Baird Capital has chosen to invest in our business. The extensive and thorough due diligence process that Baird undertook validates the viability of the market we are in and our strategic growth plan. We are excited to be aligned and working with a strategic partner

Why is gaming the sector that Freemarket chose? Are there any other industries you do business with?

Freemarket exists to help those businesses that either struggle to gain access to the banking and payment services they need, or are paying too much for an inferior service.

Historically, gaming has been seen as too high risk for institutional banks to focus on.

It’s inevitable that risk appetites in banks will change, which is why our resilient solution resonates so well in this space.

54 | GAMINGAMERICA

who will play a key part in our highgrowth future.

What are the biggest trends you are seeing in the payments industry right now?

Faster, cheaper and more transparent – all the payment trends we are building our future model for align around these key themes. No one can ignore the expectation for real-time payments and we see this proliferating globally. The rise of blockchain technology brings with it use cases for stablecoins and latterly Central Bank Digital Currencies (CBDCs). As ever, ensuring compliance with regulations across the globe will remain a focus as we enter the next technological wave.

What is Freemarket’s focus for the next year?

RONNIE D'ARIENZO Freemarket CCO

The cross-border payments market continues to develop at a rapid pace and it is key for Freemarket to not only maintain, but stay ahead of the curve. Diversifying and enhancing key product and service offerings, which support our five target verticals of gaming, payment service providers (PSPs), digital assets, money service businesses (MSBs) and Forex, will remain our focus.

GAMING AMERICA | VIEWPOINTS

SPORTS BETTING OUTLOOK Gaming America speaks to Matt Prevost (BetMGM), Scott McClintic (Fanatics), Karol Corcoran (FanDuel), Brian Becker (Tipico) and Matt Kalish (DraftKings) about the future of the booming US sports betting market, and how to stand out as an operator.

MATT PREVOST, Chief Revenue Officer, BetMGM

Matt is responsible for driving revenue across all channels of business by acquiring and retaining customers, and providing superior customer experiences. He brings a unique combination of brand leadership experience and expertise with a deep understanding of the US consumer and media landscape. Prior to joining BetMGM, Matt served as the CMO of Coral Interactive in Gibraltar.

SCOTT MCCLINTIC, Chief Product Officer, Fanatics Betting & Gaming

Scott brings over a decade of experience in product development, strategic business analysis and a deep understanding of the US sports betting and iGaming markets. Prior to Fanatics, Scott served as the SVP of iGaming Product & Strategy at Paysafe Group, overseeing the growth of its B2B and B2C gaming business and supporting customers such as DraftKings and BetMGM. Previously, he was the Chief Product Officer and General Manager of Barstool Sportsbook & Casino at Penn National Gaming. Scott also served as a Principal at Comcast NBCUniversal where he co-founded its sports betting and iGaming strategy.

KAROL CORCORAN, SVP and General Manager, FanDuel Sportsbook

Karol leads FanDuel’s sportsbook business, setting the strategy to win in 2023 and beyond. He joined FanDuel in 2015 and has held various commercial and marketing leadership roles across the fantasy and sportsbook businesses both in Europe and the US. He served as VP Growth from 2018 to 2020, building and scaling FanDuel’s customer acquisition practice post the repeal of PASPA. Prior to joining FanDuel he worked for Amazon in the UK and started his career as an M&A lawyer in Ireland.

BRIAN BECKER, VP of Marketing, Tipico

Brian is the Vice President of Marketing for Tipico - North America. Brian oversees brand, digital marketing, media, retention and social marketing, working closely to manage all go-to market process and product marketing for both sportsbook and online casino. He has overseen multiple state launches and exponential growth delivered through new, online campaigns.

MATT KALISH, Co-Founder & President, DraftKings

Matt is the Co-Founder and President of DraftKings North America. Matt served as DraftKings’ Chief Revenue Officer from 2014 until December 2019, when he was appointed President, DraftKings North America. His areas of responsibility have grown consistently to now oversee the performance of DraftKings’ Sportsbook, iGaming, Daily Fantasy Sports and Marketplace offerings, and he leads DraftKings’ operations, marketing and customer experience departments.

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VIEWPOINTS | GAMING AMERICA

E MOST H T S A W T A WH OPMENT L E V E D L U F T IMPAC TTING E B S T R O P S ON YOUR T YEAR S A P E H T IN BUSINESS

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GAMINGAMERICA 57

GAMING AMERICA | VIEWPOINTS

RE YOU A S E T A T S T WHA ED ABOUT IT C X E T S O M

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58 GAMINGAMERICA

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to e opportunity ss s thrilled for th amle ay se w a al e ns ar fa e ts W or : MATT KALISHotprint, delivering more spnce. For DraftKings, expand our fole sports betting experieA lot of planning goes . and enjoyab e is very important to us eligible customers get at at st th w re ne su ch ftKings’ en ea aware of Dra unch to help into a state laith our brand and becomeeducational tools, acquainted w ch as our promotions, e. Looking ahead to offerings su ming resources and morciting year with the be another exw states responsible ga aping up to 2024, it ’s sh potential to enter more ne

GAMING AMERICA | VIEWPOINTS

USINESS B R U O Y S E O HOW D YPERH A IN E U IQ STAY UN RKET A M E IV IT T E COMP

ding petition is spen While the comals, we are investing C: TI N LI C C t SCOTT M ass-market commerci ss, it’s all abou money on m For the real estate businel sports betting, t. in our produc tion, location', but in legauct' - and that ’s 'location, loca'product, product, prodProduct Officer! it ’s all aboutI am biased as the Chief ts betting world. not because s been stifled in the spor lity that provides na Innovation hach-and-discovery functio arch the bets they We have sear the ability to find and seom search results. ith customers w cluding betting directly fralternative to the in , ly si ea t omers an sportsbooks. wan r res offer cust These featu perience offered by othe scrolling ex

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60 GAMINGAMERICA

uct ilding our prod continually buon ways we can By : ST O EV R omers MATT P er. BetMGM g to our cust and listenin er experience even bett eholders – make the us le support from our shar r connection has incredibs and Entain. Through ou stomers an cu rt r so ou offer MGM Re sorts, we can them where with MGM Rel experience that meets er. Over the omnichanne it is only going to get bett marketing they are and GM entered into a loyalty near future, summer, BetMith Marriott and, in the BetMGM ge w agreement will be able to exchan points. customers points for Marriott Bonvoy Rewards

s our iority is alwayng to ti ORAN: Our pr va C R no O in C L ly O nt R ta KA d we’re cons st sports customers, anovide them with our beoduced a pr tr e in ensure w osition. We recently ortsbook betting propexperience on FanDuel Sp orylines st t d es te ra gg bi cu e th new lse. It follows arrativecalled The Pud offers live bets in a nmple and si an a ns with in sports rratives , providing fa driven format ay to quickly bet on the na w e. ed im -t lin al re am stre lding in that are unfo

mpetition is a ained that co of the box to nt ai m ve e’ W e : g to think outsid MATT KALISH also connectin challenges us good thing: it e latest innovation, while r the past year, th ve deliver fans yond our products. O the interest and with them bencerted effort to tap into 2023-2024 NBA we made a cosketball fans. Ahead of thets betting partner lifestyle of ba came the first official spor andise with the ch season, we be launch co-branded mer “The Compound” to d, BA an N m e e de of th ck by popular ork and featur league, and ban air on DraftKings Netwss sports, fashion, will once agai sations with guests acro er ore. exciting conv music and m

VIEWPOINTS | GAMING AMERICA

RESEE O F U O Y O D WHAT SPORTS E H T IN G IN HAPPEN T IN 2024 E K R A M G IN BETT

tics' ill follow Fana sportsbooks wn. The companies k in th I C: TI io LIN at SCOTT MCC deliver more personaliz second movers have lead and try toinated other industries asothing has resonated e Spotify. N n page, that have dom onalization likDiscover Page. It’s our logid soon rs pe ith w on r w an y ou e da lik e s th er om ts of with our cust rate the most popular be ts our customers care where we cuonalized to feature the be like me, but living in it will be persost. If you are a Phillies fanyour Discover Page about the m ill be able to populate n’t have to scroll to Ohio - we wrelated markets so you dowhy shouldn’t your with Phillies- u know what you like, so o? find them. Yo sportsbook know it to

in ificant growth itnessed sign en’s basketball, w ve e’ W : ER om BRIAN BECK ts like tennis, UFC and w e clear trend we emerging spore quickly gaining steam. Th betting in-game sports that armore bettors leaning intoort, the dynamics are seeing is rapid betting. In every sp interest to bet on with live andand there is an increasingand we are at the are changing s of each game or sport, ers. Sportsbooks different part abling this for our customlp bettors unleash w ways to het ignore the wave forefront of en to look for ne will continue . And of course, we can’headlines for the ets, dominated their creativity ion that has ith multi-billion-dollar budgare. at id ol ns co of sh w t en ke ar ev t m Bu re s. past few year e for new players to secuforward to what it will take timto our strategy and look co. pi We hold firm2024 holds in store for Ti

ts ts to the spor : New entran me recognition ST O EV R P na MATT n. We t with notable betting markeded level of competitioion and at bring an ad great deal of consolid ars and have seen a the past couple of ye ad into in t he e en w m e as move down e will see mor anticipate w ld expect that with a slowwill be ou next year. I w launches, each operator ences in new state s focus on player experi seen a increasing it in 2024. We have already e rising and retentionlive (in-play) betting and thition of shift to more player props. The acquisr us. popularity of greatly improved both fo Angstrom

ult ’s always diffic RAN: While it industry, some CO R CO L O ur KAR always e future in o to predict th constant. Customers willce. One n ai en things rem st product and experi vation e more inno prefer choose the be ill I expect to se area where We know customers w ard to rw is live betting.t product and we look foattention the stronges gs that will capture the creating offerin of fans.

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GAMINGAMERICA 61

GAMING AMERICA | PRODUCT REVIEWS

WHAT'S NEW? Gaming America looks at five products, including four winners of the Global Gaming Awards Las Vegas.

GAMING ARTS’ DEAL OR NO DEAL Gaming Arts, in partnership with Banijay Brands, the commercial arm of media and entertainment powerhouse Banijay, is proud to announce that Deal or No Deal slot games will premier in Q4, 2023.

This exciting new product line will launch with two complementary themes, Golden Briefcase and Briefcase Breaker, released on the beautiful 49” portrait VertX Grand cabinet. These games will revitalize the familiar Deal or No Deal brand on casino floors with fresh content and exciting gameplay.

Players will be put in the hot seat in the Deal or No Deal Briefcase Feature, experiencing the same pulse-racing excitement as the hit television game show. The players’ fate is truly in their own hands, whether they choose to take a generous banker’s offer or push their luck until the end. Players will come

62 GAMINGAMERICA

back again and again for the thrill of beating the banker and winning big!

But the fun doesn’t stop there! The games also include dynamic free games, a dramatic jackpot feature, and linked progressive prizes to keep the excitement sky high. A playerselectable multi-denomination screen allows the player to choose a denom and bet that is comfortable for their bankroll.

For players that crave only the action of the Deal or No Deal Briefcase Feature, the Buy-A-Feature option allows the player to instantaneously win the bonus without the need to play through the base game. This Buy-aFeature option can have additional multipliers up to 10x, multiplying the potential prizes to huge amounts.

GAMING AMERICA | PRODUCT REVIEWS GLOBAL GAMING AWARDS LAS VEGAS LAND-BASED PRODUCT OF THE YEAR – NEPTUNE SINGLE STRATUS SIGN PACKAGE

BY ARISTOCRAT Blazing the trail once again, Aristocrat Gaming has introduced a completely unique take on signage with the Neptune Single Stratus Sign Package. Featured on the hottest products in the market, Jackpot Carnival and Lighting Buffalo Link, the industry-leading dual tiered signage offers customers never-before-seen customization options including LED infills

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that integrate into the game, multiple messaging opportunities, multidirectional messages (clockwise, counterclockwise) and more.

Slot innovations aren’t confined to the cabinet or to the game, as the Neptune Single Stratus Sign Package clearly proves.

The signage is a breakthrough in design, and attracts players to game areas, creating a destination on the casino floor. The sign package is incorporated into the game, raising the entertainment experience higher than ever. It is a true innovation that sets a new standard.

GLOBAL GAMING AWARDS LAS VEGAS SLOT OF THE YEAR – JACKPOT CARNIVAL Jackpot Carnival by Aristocrat Gaming has been a player-favorite since it first arrived on casino floors. Housed in the innovative Neptune Single cabinet, Jackpot Carnival is an all-new game based on the classic carnival game. In this new format, the popular Jackpot Carnival brand is back, paired with player favorite titles Buffalo, Timberwolf and Power of 88.

A fun throwback clown feature from the original gives players multipliers up to 25x. In a new hammer bonus, players hammer their way up the multiplier chart while winning credit prizes. The Free Games feature has classic Buffalo and Timberwolf free games with multipliers, or Power of 88 free games with big stacks of reveal symbols.

Jackpot Carnival has been one of Aristocrat’s best-performing and highly innovative premium releases of 2023 Since debuting at #1 on Eilers Top Indexing Premium Games report, Jackpot Carnival has consistently been one of the highestperforming new premium products according to Eilers reports. Over the last eight months, it has performed at 3x+ house average. This product combines a unique math experience with some of the most stunning visuals on the casino floor.

GAMING AMERICA | PRODUCT REVIEWS GLOBAL GAMING AWARDS LAS VEGAS DIGITAL PRODUCT OF THE YEAR - EVOLUTION’S LIVE CRAPS Craps from Evolution is an exciting and unique live casino version of the popular land-based Craps game. Craps stays true to the game rules and complexity that makes this such a beloved game for experienced players but also offers an ‘easy mode’ for players who are still new to Craps.

Craps is set in a masterfully crafted speakeasy-themed studio which creates a pleasant ambience and provides dynamic statistics about ‘hot’ numbers and ‘popular bet spots’ to add another layer of engagement.

The aim of the game is to predict the outcome of a two-standard dice roll, which is rolled by an automatic shooter.

As with classic land-based Craps, Craps from Evolution has two stages of the game.

The ‘come out’ roll and the ‘point’ roll.

The game provides a wide array of betting options, from one-roll bets to multi-roll

bets, catering to diverse player strategies.

The user interface of Craps includes a comprehensive betting grid and a unique ‘my numbers’ display that highlights the numbers you’re rooting for and the potential payouts if the players’ number hits.

For those new to Craps, the game offers an ‘easy mode’ with a simplified user interface and easier betting options.

The game also provides a tutorial for

new players to understand the nuances of the game and get more familiar with Craps.

Craps offers an engaging and dynamic gaming experience that combines chance with strategy. Its compelling features and accessibility make it an exciting choice for all types of players. Don’t miss out on the thrill of online Craps!

GLOBAL GAMING AWARDS LAS VEGAS PRODUCT INNOVATION OF THE YEAR - ACRES CASHLESS CASINO

virtually 'card in' and start a rated play session. During play, point balances accrue in real-time and players are incentivized to continue playing when a new tier status is approaching.

Cashless Casino works on any slot machine or table game, including those connected to casino management systems from Aristocrat, IGT, Konami and Light & Wonder. These legacy solutions continue to account for play and loyalty data, while Foundation processes the entire machine event stream in real-time, resulting in over x1,000 more data being provided to the casino.

Cashless Casino also allows gaming operators to transition away from physical player cards, kiosks and direct mail, all of which are quickly being abandoned by other industries. It also has the added benefits of maximizing operating efficiency and driving a better overall player experience.

Acres Cashless Casino can be installed in as little as 100 days.

Acres Cashless Casino is the quickest, easiest and most cost-effective path to implementing cashless gaming at any casino.

There is no doubt that cashless is the future of casinos. The benefits for both casinos and players make it an easy choice.

Early deployments of Acres' Foundation cashless gaming has proven that cashless players increase their play and visitation and incorporating innovative player loyalty features into Cashless Casino is a key differentiator in the player experience.

Cashless Casino is the industry’s only solution capable of processing both realtime gaming data and conducting cashless transfers to and from any slot machine or table game.

Deploying the application is simple, as casinos only need to pick a payment processor and provide a mobile app.

The casino’s app then becomes the user interface. Players use the mobile app to 66 GAMINGAMERICA