March Infinity Gaming Magazine

LATEST NEWS NEW YORK MOVING TOWARDS ONLINE POKER

LATEST NEWS NEW PHILIPPINES CASINO OPENS IN ENTERTAINMENT CITY

LATEST NEWS 888 HAVING ALL THE GOOD NEWS LATELY

InfinityGaming

www.gaming-awards.com | ISSUE MARCH 2013

MARCUS NYLEN

The new man stearing Mr Green

MAKING AN AFFILIATE

Back to basics on Affiliate business

THE WOMEN IN GAMING AWARDS

Have you got what it takes to win?

SHE’S HOT & A POKER ICON

We speak to the legend that is Lacey Jones

FOCUS

The State of the Union a review of US online

contents InfinityGaming

EDITOR’S LETTER

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EDITOR LETTER

Welcome to the March edition

State of the Union

Taking a special look at the top 7 states to make online gambling a success

New York moves to online poker

14 16 Federal online law

Making an Affiliate

Back to basics for affiliate managers

Will the US legislate for a federal law this year?

FEATURES

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The women in gaming awards is back and we have the new judges to meet

20 Lacey Jones New Year’s resolution 22 30 Marcus Nylen Solaire Casino opens 34 Casinos in 2 35 Cyprus years We speak to the poker icon

Seven tips to get back on track

Meet the new CEO of Mr Geen

InfinityGaming • ISSUE JULY 2011

The first in the Philippines and the start of a new empire

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WOMEN IN GAMING

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The BIG IDEAS IN GAMING CONFERENCE

11 Casino 39 Oceans Scam

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Will New York move to online?

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WOMEN IN GAMING AWARDS are back The women in gaming awards is back and we have the new judges to meet and new categories also for 2013.

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Clever Duck Media have announced in the Infinity Gaming Magazine this month the launch of the BIG IDEAS in GAMING CONFERENCE. Read all about this new and exciting venture for the online, social and land based gambling industries.

EDITOR’S LETTER Lana Thompson - Chief Editor

by

InfinityGaming CONTRIBUTING WRITERS Martin R. Baird Rohin Malhotra Ellen Learmonth

InfinityGaming • ISSUE MARCH 2013

EDITORS NOTES

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One of the most enjoyable days of the year for this editor is attending GamCare’s anniversary reception at the House of Lords hosted by Lord Sharman and meeting industry peers.

April 2013 Meet our high profile panel of Judges and check out new categories for upcoming event, which will take place in May at our favourite Jumeirah Carlton Tower for the fourth year.

As always, we will welcome WiG finalists with red carpet, pink champagne and enjoyable evening.

Speaking of one day, we are delighted to introduce Big ideas in Gaming Conference to you.

In Just One day BiG Conference offers you stress-free way to see what is new in the industry and make valuable connections. Conference will take place in May at Jumeirah Carlton Tower in fashionable Knightsbridge in London.

As you know, all Clever Duck Media events in support of charity, so it is no different for WiG Awards. We are supporting Breakthrough Breast Cancer charity once again.

Visit http://www.gamingawards.com/wig/

Visit http://www.gamingawards.com/conferences/ I agree with Woody Allen who said “Eighty percent of success is showing up.”

Do join us for successful showing up!

Lana

Also Women in Gaming Awards is back and open for nominations till 12 of

Look forward to seeing you there!

CONTACT US Clever Duck Media Suite 105 Park Plaza Point South Hayes Way Cannock WS12 2DB UK Tel: +44(0)1543 578 689 claire@cleverduckmedia.com PRODUCTION Clever Duck Media Suite 105 Park Plaza Point South Hayes Way Cannock WS12 2DB UK PUBLISHING Infinity Gaming Magazine is operated by © Clever Duck Media Ltd ® Company Reg. No. 687 1018 (Registered in England) ADVERTISING: Sponsorship Opportunities Colin@gaming-awards.com Business Partnerships Svetlana@gaming-awards.com JOIN US

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US iGaming SPECIAL

“The State of the Union�

We look at which US states could Move with online gambling

T

he US over the last year has seen more and more activity by many states looking to legalize online poker or and online gambling. With the main players now being Nevada and most recently New Jersey that Governor Chris Christie signed into law late in February 2013.

Most likely Nevada will be the first in the next few months and New Jersey hoping to be operational by the years end. Delaware the only other state currently able to offer online gambling is stuck in the process stage and could be as late as next year to see online operations.

Apart from the three mentioned what are the remaining 47 states doing or not doing within the online gambling sector? Let us look at the state of the union and where some of the larger and more involved states are in coming to the online gambling table.

The US has a population of over 310 million citizens, which are spread over 50 States, to review them all would take a one hundred page report, so let us take a look at the main states in population and any others moving towards the internet gambling world.

New Jersey has a population of just over 8 million residents, currently the largest of the 3 states involved in online gambling, so what are the other states that have a larger population than New Jersey that could be of interest to online gambling?

1.CALIFORNIA The largest state of all in the US

with a population of 38 million plus is California, the state already has land based casinos and card rooms, so the state is open to gambling and there is currently a bill to legalize online gambling in front of the state assembly awaiting hearings.

So could California be next to join the online gambling party? It would certainly be the most valued state in terms of the huge player pool, eclipsing New Jersey, Nevada and Delaware combined, plus some to spare.

What are the chances of California then legalizing online gambling? At present it is unlikely to be the next

InfinityGaming • ISSUE MARCH2013

Currently there are only three states that have online gambling legislation in place to allow for online gambling within their state borders, however at present none of them have active up and running operational web sites letting their citizens play online.

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state to do so, there are disagreeonly operates electronic gaming states enjoying the benefits from ments between Indian tribes there machines.

Texans not having their own casinos that want to protect their current put pressure on state lawmakers to land based casinos, fearing that any Over the last twenty years gamprevent success of any expansion. online legislation would exclude bling expansion bills have come them from participating. With the and failed in the legislator there, Indeed in recent surveys done in tribal casinos in the state helping it is estimated that some 64% of the state 74% of Texans at least to generate some $2.4 bilwould like to be given the lion annually to the states opportunity to vote in a The US has a population of 310 milgambling tax revenue, they referendum on expanding lion, which are spread over 50 states certainly have influence gambling.

Currently only threes states have with political leaders there. legalized online gambling, what are With no existing land based Until such time as the state casinos in existence, the posthe remaining 47 states doing in can promise that tribal casibility of online gambling is relation to online legislation? Let’s sinos will be included fairly unlikely. Lawmakers would into any online gambling want to first look at legislalook at the seven largest states in legislation and when/if fedthe US and see what the possibilities tion allowing for bricks and eral law is passed legalizing mortar casinos before any online gambling tribal gam- are now and in the future. possibility of expanding that ing will also be included to the virtual world. Texas there is an impasse in California that the State’s population has visited will be viewed as one of the last will see any online gambling bill fail. casinos outside the state, with states to participate in the online an annual spend in those casinos gambling revolution even though 2.TEXAS believed to be in the region of they are the second most influential Next on the ranking of largest states somewhere between $2 billion and state as far as population goes. by population is Texas, with a popu$4 billion each year. That transfers lation of 26 million plus residents. into lost tax revenue of $1.5 billion Currently gambling in the state is a year. limited to horse & dog racing tracks Continued on next page where citizens can bet, bingo halls, So why is the state not expanding lottery and one tribal casino, which gambling? It is believed that those

US iGaming SPECIAL

The State of the Union (continued)

3.NEW YORK I t does already have casinos or racinos, in total there are five Indian casinos and nine racinos (race tracks with casinos).

However the state has opposition from their own voters on expanding casinos in the state and more importantly in the city of New York. The Governor there Cuomo has been pushing to expand the industry but has seen opposition in recent polls that show over 50% oppose expanding gambling in the state or within the city itself.

Also there is the tricky question of who would host online gambling in the state, at present Indian tribes control the majority of casinos there, without involving them it would prove to be a legal minefield. Federal law, which is still not in place, has hinted that Indian gaming reservations would not be included in online gambling, or at least outside of their own reservations.

Hence this is a stumbling block to advancing online gambling legislation within the state, the appetite by lawmakers is there to push this forward, however until a resolution involving tribal casinos is resolved New York will taking a back seat on

expanding into online gambling.

4.FLORIDA Coming in fourth in population ranking is Florida, known as the “Sunshine State” has a population similar to New York with just over 19 million residents residing in the state. Gambling is well established and is a monopoly held by the tribal casinos.

Casinos in the state raked in more than $2.2 billion in 2011, although slowing a little from previous years.

Only recently Genting whom tried and failed to develop a casino resort in the state was defeated by a strong lobby group.

There is mixed opinions on what Florida thinks of expanding into online gambling, once again with all the casinos controlled by tribal Indians, the future of any online gambling expansion would have to involve those participants.

Indeed there is interest from the Florida Indian tribes to take part in online gambling, however they want to be involved fully and not discriminated against should any state or federal law be instigated.

They are a powerful lobbying group and have the funding to cause many a lawmaker in the state to think twice about going up against their wishes.

The belief is that at some time

When this will happen is open to some debate, but with no online gambling bill at present being presented and the subject of online gambling not expected to be discussed in the house or senate this year, Florida looks like a possibility but not just yet.

5.ILLINOIS Illinois has a strong population of 13 million residents making it a very

“

The smart money is for a casino in Chicago before any online gambling legislation is passed. Observers believe Illinois is certainly a goes for online gambling but could be quite a bit down the road yet. The deal has to be right for taxes made from gambling expansion to fit social causes first.

InfinityGaming • ISSUE MARCH2013

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he State of New York is third in the population rankings with a populous of 19.5 million residents.

external casino operators will be allowed to develop in the state possibly in return for the native Indian tribes to be fully integrated into any future online gambling expansion bill.

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The State of the Union(continued) appealing candidate for any interstate compact should the state enter the online gambling business. The state already has casinos, horseracing tracks and a lottery, so gambling is nothing new to the good citizens. However Governor Pat Quinn is not keen on any gambling expansion, he has already vetoed one such bill last August, citing there was not enough regulatory control. Many a Chicago Mayor has tried and failed to push for a new casino development in the city with the Governor.

Known for being a strict catholic Pat Quinn has received another gambling expansion bill on his desk in February, to which he is considering, most certainly he will again veto citing there are too many loopholes for mobsters.

There is hope however for the future of Illinois and expanding gambling into the online world, the Governor is struggling with his approval rating in the state and could be convinced into doing a deal to expand gambling IF he can get lawmakers to also pass some of his own bill on the costly pension reforms.

The question is what will come first the push for a casino in Chicago or online gambling laws? The smart money is for a casino in Chicago before any online gambling legislation passing. Observers believe Illinois is certainly a goer for online gambling but could be quite a bit down the road yet.

6.PENNSYLVANIA

InfinityGaming • ISSUE MARCH 2013

The state of Pennsylvania is now ranked as the second largest destination for gambling behind Nevada and ahead of New Jersey in revenue turnover.

It is no secret that since Pennsylvania allowed casino gambling in the state in 2006 their neighbour New Jersey has seen their own gambling fortunes decline as previously visiting Pennsylvanians stay at home now to gamble.

On the subject of online gambling or online poker, the state is quite open to the possibility; however at present the proposed state lottery privatisation and the announcement of lottery operator Camelot running the business has caused eruptions with lawmakers, and as such is delaying any forward movement for online gambling expansion.

State Governor Tom Corbett has seen his state make a lot of money from traditional forms of gambling and is yet to test their resolve on introducing any online gambling bill. Would it be successful? Only time will tell, however Pennsylvania does have the opportunity to be the next biggest state to join the online gambling business.

7.OHIO

So any involvement in the online gambling sphere would be very welcome by supporters of expanding the online revolution in America.

Finally the state with the only other double digit population in millions is Ohio, with a population of 11.5 million. Much has been reported on Ohio with only recently opening their fourth and last legislated for casino in Cincinnati. In 2009 the state asked the good residents of Ohio if they wanted land based casinos, to which the popular vote was yes, the expectations was that the four casinos would generate some $2 billion in revenues and create hundreds of millions of dollars to good causes in the state through taxes.

Currently in the state there are many racetracks and off track gambling along with eleven casinos, gambling expansion in the state currently is focussed on slot machines within bars and clubs. The state makes a healthy income from taxes off gambling with estimated revenue

Sadly this figure so far is some way short, about $1 billion short, granted the fourth casino has only just opened but with the current financial recession observers believe that the shortfall from expectations will be at least $500 million.

Pennsylvania is well versed in lottery and gambling, with a population just behind Illinois with 12.7 million, is the sixth most populous state in the US and is actually the ninth most densely populated in North America.

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of $1.4 billion annually, tax on slot machines is a hefty 34% and 16% of casino table games.

US iGaming SPECIAL

Many in the state blame internet cafes for the reduced income, there are over 800 internet cafes that offer online gambling to customer. The business is a blind side for lawmakers in the state, as it is not regulated and there are now laws preventing their operation currently.

Estimates are that as much as $1 billion is taken in revenue each year by internet cafes and at present does not have to pay on gaming tax. Legislators have tried to ban these operations but last year the bill fell at the Republican controlled State Senate, there is a bill being prepared again before the Easter recess.

The state has a dilemma as it needs to ban these internet cafes before it can run a bill for online gambling all the way to the Governor, getting that passed the Senate which is known for its lack of fondness for gambling will be another obstacle.

Can Ohio join the online gambling business, it has casinos already, and it has casinos that are operated by those who want online gambling. The public are open to online gambling as the expanding internet cafes have shown.

Will it? Observers believe it certainly will introduce online gambling eventually, but first needs to come to terms with its sticky problem of internet cafes which could hold up any such bill till 2014 at least.

Conclusion Anyone trying to predict the future of the US online

gambling business and where it will happen next is a brave soul. It is certain that for the US to be a serious participant again in the online gambling sector it needs to expand past Nevada, New Jersey and Delaware.

Putting all three states together would total some 13 million residents at most, not a huge player pool, given that in the UK alone there is a potential 68 million population that has legal access to play online already.

If you put all the above states together you get a sum total of 92 million, add that to the 13 million already allowed to play online in the US and you get 105 million.

Now that is a decent sized player pool.

It is clear there is a long way to go in the US for all the above states to start online gambling, there are two main obstacles to overcome, the first being states and at federal level, there has to be an agreement for the Indian tribal casinos nationwide to be allowed to take part in the US online gambling revolution, or expansion will be very slow and painful at best.

The second obstacle is political will both at state and federal level, parties interested in protecting their own interests and lobbying groups opposed to expanding gambling at all.

How the US pans out with online gambling is a big question, it may in the short to mid-term expand in the smaller states, but adding player liquidity would mean many of the states mentioned getting on board sooner rather than later.

InfinityGaming • ISSUE MARCH2013

(Continued)

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InfinityGaming • ISSUE MARCH 2013

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InfinityGaming • ISSUE MARCH 2013

GAMING NEWS

FTP now at No.4 Full Tilt Poker has dropped to fourth place in the online popular rankings according to poker traffic rating site PokerScout.com.

The online poker site which opened up after being purchased by PokerStars last year on the 6th November went straight to No.2 then but has seen its popularity yoyo since. Now both PartyPoker and the iPoker Network have overtaken the once great online poker site.

New York moving towards online poker The New York Senate discussions on their annual budget has seen the topic of online gambling been raised to help with the shortfall in the states budget.

GVC complete Sportingbet deal GVC announced Tuesday (19th March) that it has formally completed the acquisition of Sportingbet plc. The purchase was made as part of a recommended offer for Sportingbet by GVC & William Hill last year.

OpenBet has hired Jeremy Thompson-Hill as its new CEO following after the departure of David Loveday. The London-based company revealed that Thompson-Hill joined its ranks in 1999 and has served in a number of sales and operational capacities before being promoted to Chief Operating Officer in 2008.

This debate brought a Democratic Senator and a Republican Senator together in proposing the idea that the state should consider legalising online poker to help bring in much needed new taxes.

Senator Jeff Klein (Democrat) and Senator Dean Skelos (Republican) both offered the suggestion to the house during budget talks that has to be concluded by deadline day 1st April.

Interestingly State Governor Cuomo has been busy campaigning for three new

non-Indian controlled casinos in the state to help with increasing taxes, which currently is getting very far. The new proposal was confirmed by both Senators staff by saying “poker is considered a “game of skill” & not a legally prohibited “game of chance.”

Should any movement for legalising online poker happen in New York it will be interesting how the Indian controlled casinos would react to such a piece of legislation, on how it would affect their own business.

InfinityGaming • ISSUE MARCH2013

New CEO for Openbet

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“Back to Basics”

The making of an Affiliate Manager

By Ellen Learmonth

I

n the past 15 years the Online Gaming industry has matured. There have been changes in the way that business is done with the introduction of the magic term “ROI”. Gone are the times of inflated CPA/CPC/Media deal, what counts is that every Dollar spent should be at least 3 Dollars earned. Even the affiliate programs fall under close scrutiny and a new breed of Affiliate Managers is called for.

InfinityGaming • ISSUE MARCH 2013

Reading any job description for an Affiliate Manager role you would ordinarily find a list of key skills they should cover. Most descriptions follow a set pattern which inevitable include communication, negotiation, analytical and strategic mind-set, relationship skills, commercial and organizational skills, and last but not least B2B client facing.

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All too often the Affiliate Manager falls short at the first hurdle on our list, “communication”. Is it so easy to forget that the relationship with affiliates is a business to business one? I have lost count of the amount of emails that start with “Hi Mate”. You would be forgiven in thinking that the writer and the receiver of the mail were close friends and gone back years. You would be surprised to hear that this was a second mail to a new contact. Even if we move past the rudimentary aspects such as grammar, punctuation and smiley faces, then what’s left is basic at best and far from the business aspects an initial business contact demands.

I am aware that the age gap between me and most Affiliate Managers is getting bigger every year, and that the role of an Affiliate Manager is not a centuries old trade passed down through the generations, but business

and business communications have so why the slump in business style communications.

Entering into a first contact communication should be kept at a standard that is respectful and very much business like. OK, I have to admit that my written communication has become somewhat more relaxed with emails but I do try to steer clear of the newer trend of “instant friendisum” and remind myself that it’s always business first, friends second.

The art of negotiation has also gone the way of the business relationship with a lot of the Affiliate Managers finding it all very tricky with way more give than take in their opening negotiation. Is this because once they have partied with an affiliate they have lost all business sense? Does it really help the business if they give away all of the profit by handing out overly generous revenue shares or CPA deals that are 3 times the value of the player quality? Maybe it is the pressure to perform on the basis of bringing in new affiliates and new customers?

The trend seems to be that making a decision to pay a higher rate for acquisition is a fix-all approach to Affiliate Marketing and one that solves all the affiliates’ problems and short falls when it comes to bringing home the signups. The decision to re-negotiate should always be a strategic one that is the exception rather than the norm, and offering a better rev-share deal isn’t the fix-all it appears to be, yet this doesn’t seem to be covered under the need for commercial skills or fall under the criteria for a strategic and analytical mind-set.

The making of an Affiliate Manager

Relationship skills in this industry and many other businesses are a valuable commodity and something that seems to have taken a turn for the worse. There’s a lack of seriousness and misguided understanding that building a business relationship and trust hinges on joining a party at one of the conferences. Don’t get me wrong, parties, conferences and get-togethers are a vital part of communication and long may they last, but the current misconception seems to be that it’s business relevant if an Affiliate Manager is seen on most of the party photos taken at a conference, or that popularity beats business knowhow.

Is there really a need for the new Affiliate Manager to become drinking buddies with the affiliates before a deal is done? Do we need to redefine skill sets such as Relationship management or Client facing, or do we need to reinstall the value and help concentrate on building a relationship by communication, keeping alert about

the partner and their product or finding out the affiliates motivation and goals and providing them with relevant information and marketing materials? Would it not be a great asset if the Affiliate Manager could put himself in the affiliate’s position and work out with the affiliate how to increase the output in such a way that both parties win? The opportunity to earn money is still there only now the Affiliate Manager needs to take a closer look and work closer with the affiliate.

I have been lucky enough to work with some very talented and switched on Affiliate Managers in this industry and all of them have shared the same Communication and Negotiation skills that is so vital to any good business relationship, so here’s a heads up to all the new breed of Affiliate Managers. Success is measured in what you have achieved in your careers, not in the number of likes you have on your Facebook page.

smart attitude and above all SEO savvy party goers. Smiley face, laughing out loud.

Ellen Learmonth has been active in digital media for over 14 years covering all disciplines of online marketing with strong expertise in acquisition and affiliate marketing.

She is passionate about innovation and new technology with a strong drive for creativity. Her 2006 World Cup Campaign earned two prestigious creative design awards at the New York Festival (Bronze) and The International Davey Award (Gold). Now living in London, Ellen is lending her expertise to some of the major gaming operators.

“ If I were to hire an Affiliate Manager now, the qualities that I’d look for and value, are openness, honesty, personality, respectful behavior,

Relationship skills in this industry and many other businesses are a valuable commodity and something that seems to have taken a turn for the worse.

InfinityGaming • ISSUE MARCH2013

There seems to be a basic misconception when it comes to acquisition and conversion from the view point of some Affiliate Managers according to affiliates that I meet and spoke to at the LAC. When the affiliate asked about performance and conversion shortfalls, a common answer was “put up more banners on your home page and here’s an extra 5% rev-share for you”. Now imagine being told that by an Affiliate Manager who talks in chat speak as they’re finishing a text lol, smiley face hash-tag party!!

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WOMEN IN GAMING AWARDS Join Your colleagues for the celebration CATEGORIES Affiliate Manager of the Year Entrepreneur of the Year Excellence in Customer Service Award Hidden Talent of the Year Industry Achiever of the Year Innovator of the Year Inspiration of the Year Leader of the Year Star of the Future Marketing Excellence Award

InfinityGaming • ISSUE MARCH 2013

Team of the Year

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May 2013 The Jumeirah Carlton Tower London Nominate your colleague or team

GAMING NEWS

Macau nearly $3.4 billion revenues for February

M

acau recorded increased revenues for February of 11.5% compared to 2012, the boost was helped by the Chinese New Year celebrations earlier in the month. The holiday week saw nearly 1 million visitors enter Macau, however VIP visitors were down and the increase was down to mass market players.

defines VIP players as customers who spend upwards of $160,000 per visit.

Revenues recorded were $3.39 billion and was more than analysts had expected, last year Macau announced annual turnover of $38 billion for the whole of 2012.

The former Portuguese enclave

US Federal law for online gambling this year?

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to introduce a new bill as early as Spring of 2013.

“Whether you’re for or against Internet gambling,” said Barton, “you don’t want 50 sets of state laws. You want uniformity.”

Whether a new bill this year would gain the support needed to pass federal law still is un-certain, however with more and more state looking at the benefits of hundreds of millions of dollars in tax revenue, the real question is when will a federal law happen not if.

SHFL ENT Q1 Results Shuffle

Master have just announced their Q1 results for 2013, reporting a 7.6% drop for the same period last year, citing operational expenses as the cause.

InfinityGaming • ISSUE MARCH2013

t seems the initiative by states such as Nevada, Delaware and most recently New Jersey to legalise online gambling could be having an effect on federal government’s opinion towards possibly passing a national bill. three states that already have passed online gambling bills already but the numerous amount of other states considering their own legislation to legalise online gambling.

Senate Majority Leader Harry Read of Nevada who has been a longtime supporter of legalising online gambling is again trying to generate support in the house to have a new bill supported.

Joe Barton Representative for Texas who previously in 2011 introduced a federal online gambling bill that failed recently said: “I think the states’ passage gives some incentive to the federal government to act.” The Texas Representative plans

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Women in Gaming Awards 2013 Meet the Judges 10 Leading ladies from the World of Gaming will Judge entries in all categories. Nominations are now open, nominations are FREE to enter. The WIG is here to inspire, motivate and recognize the huge importance of women in the Gaming sector.

Adele Lawton - Commercial Director Playtech

InfinityGaming • ISSUE MARCH 2013

Amelia Sequeira - Life coach, Talent Acquisition Specialist

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Emmie Faust - Managing Director at Jack Media London

Janet Viipola - Executive Coordinator – Interactive Gaming Council

Anna Sainsbury - Founder & CEO GeoComply USA Inc

Megan Easey - Business Consultant Megan Easey & Associates

Bonnie Bannigan - Director of International Human Resources Bally Technologies

Sharon Robinson - Head of Human Resources at The Ritz Club, London

Ellen Learmonth - Senior Affiliate Consultant at GoldenEuro

Tracy Cohen - Marketing Manager TCSJOHNHUXLEY / Director of Europe AGEM

14 Categories: Affiliate Manager of the Year - Entrepreneur of the Year - Excellence in Customer Service Award - Hidden Talent of the Year - Industry Achiever of the Year - Innovator of the Year - Inspiration of the Year - Leader of the Year (iGaming) - Leader of the Year(land based) - Star of the Future - Marketing Excellence Award - Team of the Year (iGaming) - Team of the Year (Land Based) - Industry Pride of the Year

FREE TO ENTER - CHECK THE WEBSITE FOR FULL DETAILS

InfinityGaming • ISSUE MARCH2013

http://www.

2013

FREE TO ENTER

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FEATURE INTERVIEW

Interview with Lacey Jones - a poker icon

Lacey Jones is one of the most recognisable professional poker players in the World. Not only stunningly good looking, super intelligent, but also tv presenter and soon to be novelist.

InfinityGaming • ISSUE MARCH 2013

Q: Lacey thank you for speaking to us, can we start with asking you how you got into poker, what was your earliest memory of learning poker?

LJ: My earliest memories are playing with my grandmother as a kid on summer vacations. We played 100 200 No Limit Hold em. No wait...it was .$05 .10 Stud.

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Q: What was your first tournament and how did it happen?

LJ: MI was hired to play an ESPN charity tournament for “Mike and Mike in the Morning” for ESPN Radio. I outlasted all the other models :).

Q: Before Poker happened what were you planning to do in your career?

LJ: I was modelling in LA and doing commercials with plans for going to law school.

Q: To date what has been your biggest success in poker?

LJ: Meeting my husband, Keith Gipson.

Q: You are also well known presenting poker on TV, what is that like to do and is it something you would like to extend further into?

LJ: I loved doing TV shows and look forward to chance of doing more in the future. It was always great being on the set because presenting is a job I’m very passionate about.

Q: Having been involved in poker for a few years now, would you advise young upcoming players to go professional?

LJ: If being a professional is right for someone, he’ll know it in his heart. So, I wouldn’t advise a young player to be a pro; but I wouldn’t advise against it either.

The Lacey Jones Interview Q: Of course the FTP incident happened because of the 2006 UIGEA, how did that change the world of online poker for you, as you had only just entered the game then?

LJ: : I was with Absolute Poker at the time. They decided to drop their pro team after the UIGEA. So, I started working with the WSOP as their bracelet presenter.

Q: Now that New Jersey & Nevada have legalised online poker and will soon roll out their operations, how do you see the future of online poker in the US? LJ: It’s hard to say. But, I’m hoping for the best. Nevada and New Jersey seem to be steps in the right direction.

Q: Lacey you got married last year, is the lucky man involved in the poker industry?

LJ: Yes, he’s a high stakes pro and my hero.

Q: Where are you based now, on your Facebook page it says Hong Kong?

LJ: Hong Kong is correct :). I love it here!

Q: So what does the future hold for Lacey Jones?

LJ: I’ve got my eyes on modelling in Asia, presenting in Asia, and maybe winning a tournament or two in Asia ;).

Lacey Jones Faqs Born: April 9, 1979 Location: San Antonio, Texas Residence: Hong Kong Married to Keith Gipson Career: Poker Player, Model, Tv Presenter Likes: running, hockey, travelling, Bad at: being a liar except when playing poker.

InfinityGaming • ISSUE MARCH2013

Q: You were writing a book how did that go? Is it published yet?

LJ: Still a work in progress.

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ARTICLE

New Year’s Resolution to Improve Customer Service a Fond Memory?

Here Are 7 Tips to Get That Resolve Back On Track Our feature writer Martin Baird looks at customer service, how to improve a sector that often gets forgotten in search of larger revenues, but do so at your own peril. Martin offers seven tips to get you back on track.

By Martin R. Baird

C

InfinityGaming • ISSUE MARCH 2013

asinos that adopted a New Year’s resolution to improve their customer service in 2013 may have fallen victim to a common problem – they’ve forgotten all about it by now. But there are several things they can do that will help them get that resolution back on track and improve their ability to meet stiff competition.

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Many people – and businesses – adopt New Year’s resolutions with the best of intentions. But after a few months, it’s not unusual for those resolutions to be long gone. Fortunately, there are ways casinos can breathe life into their resolve to provide their customers with outstanding service and a competitive gaming experience.

Here are seven tips.

Service Gap Analysis. The best place to start is an analysis of the casino’s customer service delivery gap.

Service delivery gap analysis looks at the service the casino currently provides, as compared to the property’s service standards. They probably don’t perfectly align.

Many casinos use mystery shoppers and think that is all they need. Shoppers are only a start when it comes to a committed service delivery improvement process.

Management must analyze the shopper data and make additional observations to determine what is working and what isn’t. This process is not about catching employees doing something wrong. It’s all about helping them improve so they can consistently display the desired customer service behavior.

The overall goal is to narrow the gap between the kind of service casinos want to provide and the service they actually offer to customers.

Review Service Standards. Casinos also should take a hard look at their guests’ service standards, not just their own. For casinos to improve their customer service, they need know where they are today in this important area and where their patrons want them to be. Too often, casino employees think they know what’s best for a guest without taking the customer’s desires into account. Service standards are important.

ARTICLE

(Continued) Join the 21st Century. There are many traditional ways for casinos to obtain feedback from customers about their gaming experience. But here are two radical ideas – (1) throw comment cards in the trash and (2) embrace real-time guest feedback.

Comment cards are the dinosaurs of customer feedback. They provide for ridiculously slow response times on the part of the casino and they eliminate any chance of service recovery with guests. The technology exists today for customers to provide feedback directly to the casino in real time via their smartphones. Properly structured, this technology allows the casino to respond and fix a service problem while the guest is still on the premises. Trust me, most casino customers carry smartphones and they love to use them.

Nowhere in sight. Where is that dazzling casino property? No at this place, that’s for sure.

The casino that establishes realistic, attainable service standards for its employees and goes the extra mile to make sure those standards are being met is on the right track for success. But it’s a terrible mistake to portray the property’s gaming experience as something it isn’t.

Marketing creates trial and new customers who perceive a disconnect between the promise of marketing and the reality of the casino floor likely won’t return to play again. Gap analysis, service standards and marketing must all work together.

All Aboard, Managers! Outstanding service rolls downhill. In other words, it starts with managers, from the GM on down, who expect their employees to provide nothing less than stellar service. Managers not only need to

endorse the concept, they must support its execution on a daily basis. When customer service training sessions are held, managers should attend to show that service is not a passing fad at the property.

“

Casino Marketing departments do a great job of showing attractive happy people having the time of their lives at what is obviously a dynamic casino”

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Does Marketing Send the Right Message? As a casino polishes it standards and narrows the service delivery gap, it also must conduct a serious examination of its marketing messages. I can’t tell you how many times I’ve seen TV or magazine ads about how wonderful it is to play at casinos.

Casino marketing departments do a great job of showing attractive, happy people having the time of their lives at what is obviously a dynamic casino. But what happens when you actually walk onto the real-life casino floor? Where are all the young, beautiful people winning and winning and winning?

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ARTICLE

LSharpen Those Skills. Speaking of training, casinos must be sure employees have the skills they need to provide great service. Staff members should eagerly seek training. Not many people are born with the customer service gene. Few people are naturals at providing stellar service. The way people learn new skills is through organized training. And training can be fun when it’s done properly and employees are fully engaged.

Martin R. Baird is chief executive officer of Robinson & Associates, Inc., a Boise, Idaho-based consulting firm to the global gaming industry that is dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. Robinson

Training Should Be A Reward. Those on the receiving end should view training as a way to improve themselves and make more money. Casino employees care a great deal about what goes into their pockets. Training leads to better service that can create guest advocates and advocates give better tips.

& Associates is the leader in casino guest experience, management and improvement. For more information, visit the company’s Web sites at www.casinocustomerservice.com and www.advocatedevelopment-

InfinityGaming • ISSUE MARCH 2013

system.com or contact the company

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Create A Reason for Using Skills. Management should give employees a reason to use their newly acquired customer service skills above and beyond more tips. Provide rewards when learned skills are put into practice. A reward and incentive program that employees understand makes it easier for them to do what is expected of them. And it makes it easier for management to do the right thing for employees.

at 208-991-2037. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

With access to an unrivaled catalog of casino-proven games and trusted player-favorite brands, Williams Interactive is prepared to deliver the online content your players are demanding.

Learn More Today at:

WILLIAMSINTERACTIVE.COM © 2012 Williams Interactive LLC THE WIZARD OF OZ and all related characters and elements are trademarks of and © Turner Entertainment Co. (s13)

A WMS COMPANY

InfinityGaming • ISSUE MARCH2013

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GAMING NEWS

IGT shareholder

888 & Avenue

meeting re-elect

Capital

Patti Hart

announce joint venture PokerStars Live at the City of Dreams

P

okerStars LIVE at the City of Dreams’ today announced that the next Macau Poker Cup (MPC) will take place from April 19-28, 2013. The 18th installment of the MPC is expected to be the biggest ever, as the HKD $11,000 Red Dragon Main Event will boast a massive guarantee of HKD $5,000,000.

The Red Dragon tournament currently holds Asia’s record for biggest tournament field after 635 unique players took part in the event in February 2012. This record is expected to be broken by the next MPC as PokerStars celebrates its newest live poker room, which is also the largest and most luxurious in the enclave. The ten-day schedule will contain nine Official Asia Player of the Year (APOY) events, including the HKD $5,500 NL Hold’em and HKD $20,000 NL Hold’em tournaments that come with guarantees of HKD $500,000 and HKD $1,000,000 respectively. The 2013 APOY winner will receive a one-year sponsorship deal with PokerStars LIVE Macau.

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88 have announced they have set up a joint venture with the Avenue Capital investment group to launch online gambling in the United States.

Avenue Capita is said to have funding reserves of some $12 billion (£8 billion).

The venture, called the All American Poker Network, will launch 888 gambling sites in US states that have passed legalized online gambling.

With Avenue Capital backing 888 in the US, the amount of which has not been disclosed in the announcement, means that 888 will be able to move rapidly in US states that are coming online with new gambling legislation.

Nevada, Delaware and New Jersey have all recently legalized online gambling and other states are racing to do so, including Pennsylvania. However, with a proposed federal online gambling bill expected to be presented soon it could eclipse the plans of 888 and Avenue Capital.

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I

GT had their much anticipated annual shareholders meeting Tuesday 5th March where 7 of the slot manufacturer’s current board members were re-elected along with one candidate from the rebel group of shareholders.

The one board member that was replaced was David Roberson and incoming Daniel Silver who represent the dissident group from Ader Investments whom has wagered a bitter two month battle with the IGT board on strategy and the board’s ability to increase profits.

Jason Ader who owns the Ader Investment company and also has a 3% stake in IGT said after the meeting: “I think we can put the last few months behind us and we can all move forward with the strategy management has put into place.”

Mr Ader said of his two month war of words with IGT, that the share price has risen valuing the company at an increased $1 billion.

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ILLUMINATING NEW MARKETS Let Playtech’s proven experience light the way to success in the regulated markets

www.playtech.com sales@playtech.com

PHILIPPINES NEWS

Solaire Philippines opens with Presidential seal

S

aturday the 16th March saw the opening of the $1.2 billion Solaire Resort & Casino by Philippine president Benigno Aquino, which is the first of four such developments at the Entertainment City, on Manila Bay.

The aim of the resort is to introduce international casino resorts to the Philippines and bring them into the super leagues, along with Macau and Las Vegas.

Enrique Razon who is a billionaire who made his money from sea ports owns the Solaire development, however the management of the resort is operated by Las Vegas-

based Global Gaming Asset Management, the casino resort has 300 gaming tables and 1,200 slot machines.

The building also has 500 hotel rooms.

There are plans already to extend the hotel capacity along with adding entertainment and shopping facilities.

Belle Corp & Melco seal Manila agreement

Belle Corp has confirmed its deal with Macau Casino Company Melco Crown Entertainment for the running of the $1 billion integrated casino resort in Manila which is due to open later in 2013. The Belle Grande Manila Bay, which has about 6 hectares of land area and will have 250,000 square meters of gross floor area, including about 20,000sq m of gaming space with a capacity to hold 1,600 slot machines and 300 to 320 tables.

Willy Ocier, Belle vice chairman of Belle Corp said, “We are confident that MCE will bring its expertise in developing and operating a highly successful integrated resort complex and strongly contribute to promoting the Philippines as one of Asia’s premier tourism destinations.”

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“Macau and Singapore are always competing for bigger pieces of this industry’s very lucrative pie. Your presence in the country is proof positive that… above all else, the Philippines works,” Mr Aquino said in a speech to Entertainment City investors and others guests.

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INTERVIEW

Marcus & The Mr Greens at the 6th IGA Awards

Q Marcus thank you for talking to us, you have been in the role of CEO of Mr Green for only a few weeks, indeed your first day was at the 6th International Gaming Awards (IGA) event. How did your first day go for you?

A If the first day of my new job would reflect the coming years I can look forward to a glamorous career, accepting awards, mingling and sipping champagne. I don’t think you could get a more glamorous start than I did but I also know that it took a lot of hard work for the company to get where we are today and I’m not expecting all days to be like that. I wouldn’t mind it though…

Q Not a bad start to your new job, but for the year ahead, what will be the challenges for Mr Green to continue their rapid successes?

A Mr Green has grown rapidly over the past few years and we intend to keep doing so. It’s crucial that we maintain quality, nurse our unique brand and keep focused on our core values. At the same time we need to adapt to the regulatory changes in the market and don’t miss out on opportunities that will arise. In a fast moving business like this, I think one of the greatest challenges is to grow without stretching the quality and at the same time develop the product and the customer offer.

Q What is your background prior to Mr Green and what experience have you in the iGaming sector Marcus?

A The gambling industry is new to me but I have many years of experience from different companies offering services and products for the consumer market. I’ve been in the telecom industry where I amongst other things headed Sweden’s second largest Internet service provider, Bredbandsbolaget. I have managed complex company structures with different markets, cultures, and regulations spread throughout the world. I think my experience from leadership paired with my sales and marketing skills will contribute to Mr Green’s future growth, both on existing markets as well as new ones. A bit of craziness and fun won’t do any harm either…

Q What is your main focus for the company going forward, is it reconciling what the company has already strived to achieve or is there more expansion on the agenda?

A I would say both. The company has achieved a lot already but the plan has always been to further expand into new markets. I am going to continue that road. Mr Green has a history of entering somewhat mature markets, where people already understand and enjoy online casinos. We don’t want to educate the players. Some people would say that this somewhat precautious strategy would result in a smaller share of the market but we are not too

Interview

with

Marcus Nylen

The Infinity Gaming Magazine speaks to the new CEO of Mr Green, Marcus Nylen, on his first day on the job, the challenges ahead, the US situation and Mrs Green!

worried about that. Our better product stands out. We will also continue to invest in product development; that has always been on the agenda for Mr Green. We believe in constant renewal and I think that is one of the reasons why Mr Green has been as successful. We know there is hard work behind a product that stands out and we need to keep on working.

Q It is always difficult as an incoming boss with a company that has enjoyed so much success recently, do you think there is more pressure on you than if the company were in a different position?

A Do I feel a pressure of leading Mr Green into further success? Yes of course I do. But I’m not sure it would have felt easier in any way if the company had been less successful. I feel grateful to be given this opportunity; I’ll get a chance to learn a lot from the three very creative and talented founders. I’m impressed by how they built Mr Green, as a company and as a brand. Back in 2007, they were told it was far too late to enter the industry with yet another operator, but they identified a void to fill amongst thousands of other online casinos and created the perfect brand to fill it – Mr Green. By focusing on the moral element of responsible gaming they created a casino based on transparency and good customer commu-

nication. When the players feel comfortable it gets more entertaining, it’s actually pretty simple. Having that said, the company has now reached a point where we need to add some extra gunpowder to the expansion plans and I thing I bring that ammunition to Mr Green.

Q Mr Green’s brand is so recognisable and again at the 6th IGA Awards where 3 Mr Green’s were in attendance. Is this something the company will continue to retain?

A I think a green suit with a matching bowler hat just never grows out of fashion. It’s like the little black dress or a Chanel bag.

Q Has there ever been the thought to bring in a Mrs Green to maybe attract more female customers?

A Mr Green is popular amongst women as well, we have almost as many female as male players. We use to say that Mr Green is the man every man wants to be and every woman wants to be with.

Q If there is to be a Mrs Green sometime can we get the first photos please?

A I will remember to offer you exclusivity on the first pictures, if we ever have some.

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INTERVIEW

“ Q But seriously, with Europe discussing new legislation and many observers saying the market is saturated now, is Mr Green considering new regions?

A Yes, we are considering. In fact, no day passes without me thinking about potential new markets at least once.

Mr Green was launched in 2008 when the gaming market was already perceived as saturated. Still, we have been successful, and we will be happy to prove the observers wrong again.

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Q New Jersey has all the iGaming commentators talking at the moment over an expanding US market for online gambling, has Mr Green considered any movement into the US in regulated markets there?

A We are following the progress closely in the US as well as in Europe and in the rest of the world. We don’t want to miss out on good opportunities but we are also very focused on our existing markets.

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“

Do I feel prssure of leading Mr Green into further success? Yes of course I do, I feel grateful for this opportunity

I think a green suit with a matching bowler hat just never grows out of fashion. It’s like the little black dress or a Chanel bag.

Q Why do you think Mr Green has been so successful over the last few years, what is their secret to success?

A Mr Green offers entertainment and we believe that a world class product, the best games available, a constant renewal and development of the product is a good starting point. Add transparency and social responsibility with an intriguing brand and you get what Mr Green stands for.

Q Before we let you go Marcus, as the new CEO of such a thriving company what in the future would you liked to be remembered for as the boss of Mr Green, have you got any goals for the company to achieve in your tenure as CEO? A I am far too humble to express what I’m thinking, after only 6 weeks in this position. Ask me again in a month or so.

FASHION

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InfinityGaming • ISSUE MARCH2013

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TIPS THIS MONTH JOHN DOLE

by

Chief Editor

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9 Tips for a Killer Presentation

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GAMING NEWS

888 record 13% revenue increase for 2012 888 have announced their full 2012 results with a 13% increase in revenues for year on year.

Also the company is offering shareholders a special one-off special dividend to celebrate what the company called an exceptional year. The online gambling company reported an increase in revenue to $376 million for the year, in comparison to $331 million in 2011.

Business to customers has increased to $330 million which is

a 16% rise.

CEO Brian Mattingley commented: “2012 was an exceptional year for 888. The ongoing focus on our core strengths and the customer proposition, coupled with the very positive effects of our targeted marketing campaigns, has led to tremendous growth in player numbers and record results.”

At long last Cyprus could eventu-

ally see land based casinos in the south of the island within two years, according to new Minister Giorgos Lakkotrypis.

The new Minister said in parliament that he already had asked the Cyprus Tourism Organisation to review and update the previous 2007 study on gambling. Following the new findings the Government will then decide on how to proceed with casinos, whether they be part of a large resort or single standalone entities.

The Minister was asked if this could all happen and the island see casi-

nos within two years Mr Lakkotrypis said “yes, this is what we hope.”

Former President Christofias would not even consider the development of casinos saying several times in his term that, “”there will be no casinos in Cyprus as long as I am President.”

Cypriots already spend millions on gambling every year in the North of Cyprus which is controlled by the Turkish Government. Estimations on revenues should casinos be allowed in the Greek part of the island has been stated at between thirty five and fifty million Euros per year.

In a startling admission, Las Vegas Sands (LVS) has admitted “likely violations of the books and records and internal controls provisions” of the U.S. Foreign Corrupt Practices Act (FCPA), which prohibits U.S. companies from bribing foreign officials.

LVS who is the parent company of Sands China mentioned the news in its annual report, filed on the 1st March, noting that its audit committee made the findings after receiving a subpoena from the U.S. Securities and Exchange Commission, which “may have emanated” from the lawsuit filed by former Sands China CEO Steve Jacobs, who alleges he was wrongfully fired.

InfinityGaming • ISSUE MARCH2013

Cyprus to have casinos in two years Sands admits “Likely violations”

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InfinityGaming • ISSUE MARCH 2013

GAMING NEWS

Playtech to offer financial spread betting platform

Playtech Playtech have confirmed

in their companies annual report that they are working on a new financial betting platform. As early as the beginning of 2012 rumours were abound that the software provider company was working on a new platform for financial spread betting however were not confirmed at that time by Playtech.

But in early March Chief executive officer Mor Weizer said that extensive research into the possibilities for a new financial betting platform had shown

that such a binary option service would be popular in the market, constituting a viable & revenue generating standalone service for Playtech licensees.

The financial spread betting sector already has many offerings for operators and has seen one or two of those platforms collapse because of competition, however, Weizer pointed out that these were focused on different demographics, creating an opportunity for his company & its licensees.

Crown Melbourne in “Oceans 11” scam

According to the Herald Sun newspaper the scam involved the casino’s surveillance cameras and an overseas gambler playing in the VIP lounge of the casino.

Details are a little vague at present as Crown say that they are still investigating the incident that apparently happened.

The Herald says the scam involved the same method as was portrayed in the George Clooney, Brad Pitt

movie “Oceans 11”. In that film the gang hacked in and controlled the casinos surveillance cameras, in the real scam the customer playing was fed information via a wireless radio on what the surveillance cameras could see from other player’s cards.

Although still unconfirmed a CCTV operative has been suspended in the last two weeks since the scam was discovered, although this is not clear if related to the scam in question.

A 2010 Victorian Law Reform Commission report said Crown’s Dallmeire Electronic CCTV system

was “one of the most advanced, complex and comprehensive” in the state.

The mystery customer involved in this massive scam has been reported to have returned to their home overseas and not now in Australia.

Crown are not saying much at this time as they are still investigating but if the sum is correct is the biggest ever scam in the history of the casino. The only comment Crown did make was they were confident that a large portion of the proceeds would be recovered, they believed.

InfinityGaming • ISSUE MARCH2013

A

massive $32 million betting scam has been uncovered at the Crown Melbourne Casino in Australia.

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InfinityGaming • ISSUE MARCH 2013

Some news breaks before dawn.

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News doesn’t stop when you leave the office Receive 24/7 news, views and opinions from the number one online gambling industry news site.

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GAMING NEWS

LCI close Leeds casino & pulls out of large casino race

L

ondon Clubs International have sensationally pulled out of the race for the large casino license for Leeds and at the same time closed their current casino there with immediate effect.

The Alea Casino in Leeds has ceased trading from Monday 4th March and looks like almost 100 jobs will be lost.

The American owned London Clubs International (LCI) said it was

suspending trading at the club from today and withdrawing from the licensing process for a bigger casino being conducted by Leeds City Council.

LCI, which is owned by American casino giant Caesars Entertainment said it had taken the decision “reluctantly.”

It is another blow to the ailing UK arm of Caesars Entertainment which only opened just over 4 years ago,

on the website the promise of “Excitement is the name of the game at Alea Leeds. This vibrant entertainment venue combines opulent décor, innovative dining and, of course, all-action gaming.

For all concerned that promise only lasted just over 4 years now and many observers will ask what is the fate of the London Clubs Brand.

Robbie Savage to take part in Kilimanjaro fundraising expedition

Marc Etches, Chief Executive, explained: “The aim of our Kilimanjaro expedition is to raise funds for and increase awareness of the Responsible Gambling Trust and we are hoping that, through this initiative, we will raise at least £50,000 to help minimise problem gambling and gambling-related harm in Britain.”

When a charity organises such an event participants are normally required to raise funds exclusively for that charity. However, the Responsible Gambling Trust has agreed that participants may fundraise for multiple beneficiaries if they so wish, subject to certain terms and conditions. Other causes set to benefit from the

Responsible Gambling Trust’s 2013 Kilimanjaro challenge include Haven House Children’s Hospice, Mayfield and Ellastone First Responder Group, Prostate Cancer UK, Rays of Sunshine Children’s Charity and William Hill Project Africa.

Etches added: “All 28 expedition places have now been allocated and we are extremely grateful to each of the intrepid trekkers for helping to raise our charity’s profile in the hearts and minds of all those working across the British gambling industry. For details of how you can support our hearty adventurers and help us achieve our event fundraising target, please contact Karen Churches Peacock (Director of Fundraising) on 020-7287-1994.

Anyone wishing to make an online donation can do so at https://mydonate.bt.com/events/rgtkilimanjaro2013/92755.”

Speaking earlier, Robbie Savage, Patron of the William Hill Foundation, said: “I’m delighted to be participating in the Responsible Gambling Trust’s Kilimanjaro expedition as part of the William Hill team. I can’t wait to take on this challenge and very much hope that, through my involvement, this event will raise considerable funds for the Responsible Gambling Trust and William Hill Project Africa.”

InfinityGaming • ISSUE MARCH2013

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ob bie Savage, football pundit and presenter of BBC Radio 5 Live’s 606 programme, will be taking part in the Responsible Gambling Trust’s October 2013 Kilimanjaro fundraising expedition as part of the William Hill team.

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