Canada's Premier Gaming Industry Magazine
Vol. 7 No. 1
Spring 2012
The 2012 Summit Thunders into Niagara Falls Today's Players: Understanding the Changing Casino Demographic PM 40063056
The Next Big Things in Table Games PlayNow.com Plays Hockey, Looks to the Future
June 11 - 13, 2012
Scotiabank Convention Centre Niagara Falls, Ontario www.canadiangamingsummit.com
See pages 28-29
Spring 2012 Volume 7 Number 1
Publisher
Paul Murphy paulm@mediaedge.ca 416.512.8186 ext. 264
Advertising Sales
Paul Murphy paulm@mediaedge.ca
Senior Designer
Annette Carlucci
contents 4
EDITOR’S NOTE
6
MESSAGE FROM THE CGA
8
COVER STORY:
12
Gaming Trends:
16
Corporate Profile:
18
Facility Profile:
Today's Players: Understanding the Changing Casino Demographic (and Buying an Oldsmobile)
annettec@mediaedge.ca
Designer
Jennifer Carter
Production Manager
Rachel Selbie
design2@mediaedge.ca
PlayNow.com Plays Hockey, Looks to the Future
rachels@mediaedge.ca
Circulation Manager Circulation Inquiries
Lina Trunina linat@mediaedge.ca
Proudly owned and published by:
Jordan Gnat, Managing Director for Scientific Games
The Hotel at River Rock President Kevin Brown
President & CEO Bill Rutsey
kevinb@mediaedge.ca
wrutsey@canadiangaming.ca
Vice President, Strategic Development Chuck Nervick
Vice President, Public Affairs Paul Burns
chuckn@mediaedge.ca
20
Casino Design:
Knowledge Building for the Internal Casino Project Team
22
GAMING TECHNOLOGY:
pburns@canadiangaming.ca
25
Finance:
Canadian Gaming Business is published four times a year as a joint venture between MediaEdge Communications and The Canadian Gaming Association
26
Legal:
28
CANADIAN GAMING SUMMIT 2012 HIGHLIGHTS
30
MARKETING:
To advertise in the Summer 2012 issue, contact: Richard Swayze 416-512-8186 ext. 246 richards@mediaedge.ca Copyright 2012 Canada Post Canadian Publications Mail Publications Mail Agreement No. 40063056 ISSN 1911-2378 Guest editorials or columns do not necessarily reflect the opinion of Canadian Gaming Business magazine's advisory board or staff. No part of this issue may be reproduced by any mechanical, photographic or electronic process without written permission by the publisher. Subscription rates: Canada $47.25 per year, $84.00 two years. All rates are payable in Canadian Funds only. Postmaster send address changes to: Canadian Gaming Business Magazine 5255 Yonge Street Suite 1000, Toronto, Ontario M2N 6P4
The Next Big Things in Table Games Paradigm Shifted: The Modern Lottery and the IT Outsourcing Landscape Ontario Moving Forward with iGaming Despite US Crackdowns
Starting the Social Media Conversation
Volume 7 No. 1 Canada's Premier Gaming Industry Magazine
Vol. 7 No. 1
Correction:
In the editor's note for our previous issue, it was stated our Ross McLeod tribute was related to his passing in 2010. The correct year should have read 2011. We apologize for any confusion this error may have caused.
Spring 2012
The 2012 Summit Thunders into Niagara Falls Today's Players: Understanding the Changing Casino Demographic PM 40063056
The Next Big Things in Table Games PlayNow.com Plays Hockey, Looks to the Future
11155_CanadianGaming__Spring_2012.indd 1
Official Publication of the Canadian Gaming Summit
June 11 - 13, 2012
Scotiabank Convention Centre Niagara Falls, Ontario www.canadiangamingsummit.com
See pages 28-29
12-03-23 2:51 PM
Canadian Gaming Business | 3
editor'snote
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These are interesting times for Canadian gaming; both behind the scenes and on the f loor. For manufacturers and retailers, the growth of online gaming and the continued evolution of the Canadian industr y brings exciting opportunities; generating constant innovation and new ways to game for players of every demographic. But just who are those players, and what are they playing? This is what we set out to discover in our spring issue; in part through Marshall Fenn CEO Jim Kabrajee's in-depth cover stor y, “Understanding the Chang ing Casino Demographic (and Buying an Oldsmobile)”, and in our yearly look at the latest innovations in table games, “The Next Big Things in Table Gaming”. Our investigation of future gaming trends continues in BCLC's case study, “PlayNow.com Plays Hockey, Looks to the Future,” wherein it shares its most recent success in online gaming, thanks in part to a promotional partnership with Vancouver Canucks' goaltender, Roberto Luongo. No doubt, there are many people driving innovation in our industry, and we also take a look at one more in our profile of Jordan Gnat, Scientific Games' newly appointed managing director. In this issue, we also investigate what Great Canadian Gaming Corporation is doing to attract today's players to its popular BC gaming facility in our profile of The Hotel at River Rock. Similarly, please read with interest the Canadian Gaming Centre of Excellence's Q&A with Dave Lalama, partner at Number Ten Architectural Group, on effective casino design. As always, K PMG has contributed another insightful “how to” for casino executives, this time tackling the ins and outs of outsourcing in its article, “Paradigm Shifted: The Modern Lottery and the IT Outsourcing Landscape”. Heydary Hamilton also returns with an in-depth look in Ontario's iGaming plans in our Legal section, and Marshall Fenn builds upon its cover story in Kevin MacKenzie's, “Starting the Social Media Conversation”. W hile we look ahead at the evolution of the gaming industry, we're also striving to bring new and interesting ideas to the pages of Canadian Gaming Business. If you'd like to contribute an article, idea, or feedback for future editions, we welcome you to connect with us. Matthew Bradford Editor, matthewb@mediaedge.ca
4 | Spring 2012
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Plus ça Change
By Bill Rutsey, President and CEO of the Canadian Gaming Association
All the recent specul ation about whether or not there will be a casino in Toronto has brought to the fore a great deal of rhetoric and misconceptions about casino gaming; and as Yogi Berra put it so succinctly, “It's déjà vu all over again.” One can’t help recall the disappointing experiences i n M o nt r e a l , w h i ch w a s d e n i e d a f a bu l ou s n e w entertainment venue that included Cirque de Soleil; and in Vancouver, where a two-hotel, 74,000 squaremetre enter tainment complex has been stalled and compromised, principally by baseless fears incited and fanned by rabid anti-gaming media. The best way to deal with anticipated opposition from the usual suspects is to get out in front of the arguments with facts and information about what the project is and is not, and what can reasonably be expected. This approach was followed by the government of the day with respect to Casino New-Nouveau Brunswick in Moncton, most notably by then Premier Shawn Graham and Finance Minister Victor Boudreau. The Canadian Gaming Association was pleased to be able to be part of public meetings and media presentations to help get the message across. With specific regards to a potential casino in Toronto, the debate regarding “should gaming exist in our community or not” has passed us all by. With slot machines at Woodbine Race Track for more than a decade, buses ferrying people daily to Fallsview Casino and Casino Rama, and being able to play poker on a laptop either at home or a local wi-fi coffee shop, the fact is gaming is available and accessible to anyone who wants to participate.
6 | Spring 2012
The next argument that is always raised is the specter of increased problem gambling and attendant social costs. These concerns need to be met head on with the hard fact that problem gambling rates are – and remain at – approximately one percent of the population both before and after legal gaming is introduced or expanded. CGA sponsored groundbreak ing research on this subject, which compiled the results of more than 100 problem gambling propensity studies done across North America and around the world, over a 20-year period. Another oft-stated misconception is that casinos are a tax on stupid people, and they prey on the poor. While this might be great rhetoric, it isn’t backed up by the facts. Research shows the average casino player is slightly older, wealthier, and better educated than the general public. They may not dress in evening clothes like the people did in Monte Carlo in the 50s and 60s, but then, neither do the people who go to the ballet and the opera. A casino in Toronto will immediately be able to tap into the already existing city tourism market of more than 10 million overnight visitors annually, and has the potential to add to this number. If the decision is made to proceed, the message that needs to be put forward by the city, the province, and the industry is that, if properly situated and sized, a casino would be a significant new addition to Toronto’s tourism infrastructure, which already includes professional sports, music and entertainment, theatres, museums and galleries, restaurants, and clubs.
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coverstory
TODAY'S PLAYERS Understanding the Changing Casino Demographic (and Buying an Oldsmobile) By Jim Kabrajee
If you have a free moment, seek out a nearby 20-year-old and ask them if they know what an Oldsmobile is. Really, try it. You’ll likely be met with a furrowed brow or a blank stare. In 2004, General Motors stopped producing the Oldsmobile line, but the marquee had lost its relevance much earlier than just eight years ago. In the 15 or so years leading up to 2004, GM tried to re-position the brand to appeal to a younger audience. Remember “This isn’t your father’s Oldsmobile” ? It was an attempt to hold desperately to the older customer base while also trying to convince a younger audience that this car had changed and was also for them.
coverstory
The problem with the car was that it hadn’t really changed except for a few new colours and body style modifications. Under the skin it was still their father’s Oldsmobile. Predictably, sales declined as the older customer base shrank; and without new and younger customers, the brand died. There are lessons here for those of us involved in casino marketing. Looking Beyond the Baby Boomers In the casino world, our prime audience target has always been age 55+. There's no reason to go into a deep dissertation as to why – it’s obvious the baby boom generation is the largest by percentage of the population and also the one with the greatest disposable income and
recreational time. Some have accumulated savings on top of a pension, own a mortgage free home, and their kids are out of the house, so for them casino gambling is a pretty entertaining way to spend a few hours and some dollars. But the next age group (or cohort) isn’t playing at the same rate as the older cohort is leaving. Attrition is occurring. Most 35-45 year olds are already dealing with their own life and f inancial pressures. They are still paying mortgages, raising families, and tr ying to invest and prepare for the future. They don’t have the time or as much disposable income as the older cohort, so gambling, as an entertainment option, is further down the list after going to the movies or dining out.
“Remaining relevant and delivering the gaming experience in ways that a younger audience can relate to is going to be critical for the future of the industry.”
Canadian Gaming Business | 9
coverstory We could just wait 10 or 15 years for them to enter our audience bulls-eye but the problem is there are fewer of them. In total, even if they play at the same rate as the older group, they will not replace the revenue that is being lost through attrition. And then there’s the Oldsmobile effect. Are these folks likely to start “kicking it up” at the casino where mom and dad hung out? Maybe if we do a good job today of reaching out to them and establishing a relationship with them, yes. However, if we don’t, we run the risk of being perceived as their “father’s casino” and they’ll take their play somewhere else. On a North America wide basis gambling penetration (defined as anyone having gambled at a casino in the past 12 months) has remained flat over the past several years. It varies by jurisdiction, but in mature markets it’s generally around 22-25%. However, this doesn't tell the whole story, as evidenced in the following chart: DEMOGRAPHICS
VISITED A CASINO PAST 12 MONTHS 2007
different age groups. However, there is evidence to suggest this is not the case today. Paul Burns, VP of the Canadian Gaming Association, talks about manufacturers like WMS who are developing games that replicate the online community many younger players are used to. These games have the ability to link to other machines being played by friends and interact in a manner similar to social community sites. Called “persistent games”, these games could even have the ability to allow players to continue playing the game from a remote location like home or a mobile device. So how are most casino operators responding to the changes? It varies, but most are trying to manage their declining database by driving efficiencies on the cost side and taking a hard look at their re-investment formulae. Jeff Craik, Vice President of Marketing at Casino Rama in Ontario says, “most casinos are managing the change by VISITED A CASINO PAST 12 MONTHS 2011
VARIANCE %
Age 18 – 24
11.04
9.33
-15%
Age 25 – 34
19.51
17.71
-9%
Age 35 – 54
37.55
35.44
-6%
Age 55+
31.9
37.52
+18%
Source: PMB Data 2007 and 2011
The data here suggest that while interest in casino gambling has increased in the 55+ category, it has been declining in the younger categories. Therefore, the relatively flat gaming penetration just mentioned has been buoyed by a single age group; the 55+ group which we know will be decreasing in size over the next few years. This could indicate potentially lower future gambling penetration and revenues overall unless the industry can attract a younger audience.
further segmenting their database and managing costs. Our industry is concentrating our database segments into smaller and smaller high-end segments. In short, we are focussed on trying to get one-more-trip-per-year out of each of our segments.” That is exactly what any good operator should be doing, but given what we know about the changing age demographics, it certainly should not be the only strategy operators should be focussed on.
Connecting to the Young Demo Remaining relevant and delivering the gaming experience in ways that a younger audience can relate to is going to be critical for the future of the industry. There is ample evidence to suggest that more time and study needs to be directed here. Jeff Corcoran, Director of Market Intelligence and Customer Insight at the Ontario Lottery and Gaming Corporation, is seeing this trend in lottery play as well. “We have seen steady decline in lottery play among the population segment who are under 30 years of age,” said Corcoran, noting, “The concept of checking a box, buying a paper ticket, waiting and then checking a number is foreign to those who do most things online. We need to address the issue of relevance for these people.” Slot machine manufacturers are starting to look at the issue of “game relevance” as it relates to different age groups. In the past, machine appeal was thought to be homogeneous across
Adapting the Casino Floor Questions arise regarding the suitability of the physical environment in casinos and whether younger players will relate to the present environment. Is the way we currently interact with slot machines different from the way younger people interact with other entertainment devices like gaming consoles, computers, or mobile devices? It all comes down to how easy we make it for them to relate and interact in a casino environment. Some casinos have already jumped ahead in an effort to address this issue. The Cosmopolitan in Las Vegas is a shrine to hip and cool decor, with a huge range of restaurants; from Chinese and Mexican fusion to Tapas to Sushi. Sprinkle in a multitude of bars, lounges, retail outlets, and spas and you’ll find a casino f loor tucked in there somewhere too. This is definitely not your father’s casino. Is it working? The jury is still out. The property
10 | Spring 2012
coverstory has yet to make money and revenue from alcohol is greater than from gambling. All is not gloomy; there are winds of optimism blowing our way. The fundamentals suggest that gambling will remain a vibrant and viable industry. As Bill Silverman, a principal with DMG, a research firm with depth in the casino gaming industry, said: “Interest in gambling is not going to change – it’s always been part of human activity and a form of entertainment and it will continue to be so. What might change is how we gamble and how we access games of chance and whether we can adjust our product to appeal to new groups with different needs.” There is more to consider. Internet gambling has been growing at an astounding rate. According to estimates from K PMG, the online casino g ambling market – including poker, lotteries, bingo and casinos – has grown 42% from 2008 to 2012, from $21.2 billion to over $30 billion in 2012. Further, Onlinecasinos.com states that one of the fastest growing sectors is online casinos, which have been growing at an average rate of 15% per year since 2008. This means gambling has not lost its appeal, and that casino games are alive and well with the younger demographic ... just in a different form. There’s more good news. Demographers are on record as saying that over the next 20 years, we will witness the greatest transfer of family wealth in recorded history. The boomers are going leave behind savings accounts, houses that are paid for and trust accounts to their children. In many cases, the transfer will happen as their kids enter their 40s, which is great timing for our industry. This means many recipients will not have to worr y about saving as much, if any, of their salary toward their retirement, and that means everything they earn in their 40s, 50s, and onward can be disposable income. Lastly, we are seeing an awakening by governments regarding the proliferation of casinos, and the interest to build them in major urban centres. The recent casino in downtown Pittsburgh is an example and there is talk of resort type casinos under consideration in New York, Boston, and Toronto. This gives easy access to large numbers of the population which can result in more potential players. Of course, this is contingent on the premise that operators are offering a gaming product that the younger demographic want and can relate to. Ultimately, there is reason to be optimistic; the casino industry is one of the best in the world in understanding its customer. Few other industries spend more money or time f iguring out how to make their customers happy and I am confident that we will figure this out too. The question is whether we should be undertaking strategies to address this now or if there is still lots of time to do something? I k now, let ’s a sk someone who used t o work at Oldsmobile. Jim Kabrajee is a partner and CEO of Marshall Fenn, a marketing communications agency with a specialty practice in casino gaming. Marshall Fenn has offices in Toronto and Las Vegas. Jim can be reached at jimk@marshall-fenn.com
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Canadian Gaming Business | 11 Untitled-6 1
11-09-14 3:47 PM
gamingtrends
PlayNow.com Plays Hockey, Looks to the Future By Chris Fairclough, BCLC
As the popularity for online gambling continues to grow, BCLC continues to meet players’ expectations through unique prizes, the latest games, and great marketing partnerships. Gambling over the internet has become such an accepted form of entertainment that regulated gaming jurisdictions around the world are paying attention to players’ online wants and demands. BCLC watched this evolution and made the choice to offer online casino games to players in B.C. through PlayNow.com in 2010. Offering a modernized version of the casino experience was not seen as competition but, rather, a complement to the 17 Casino and 17 Community Gaming Centres throughout B.C. “Players who choose to play online are looking for a much different experience than players who like to visit a casino for entertainment,” said Rhonda Garvey, Vice-President of eGaming, BCLC. “This gave us the opportunity to cross promote two very different gaming offerings.” Globally, online gambling is estimated to be worth more than $20 billion. Revenues had been going to offshore grey-market gambling sites, so BCLC decided to tap into this existing market and provide a safe, secure, and regulated alternative for British Columbians. “We are providing an experience that competes with unregulated grey-market casino websites,” said Garvey, noting, “Given the choice, we feel players in B.C. would rather enjoy a legal online playing experience where they can be certain their security is a top priority.” Enter: PlayNow.com PlayNow.com was launched in 2004 to offer national and provincial lottery games. The site slowly expanded its gaming library and, in 2010, BCLC began offering players all types of online casino games. Today, registered players in B.C. can bet on sports games, purchase their lottery tickets, play multi-player bingo, wager on a favourite casino games, and play their favourite game of poker against an NHL goaltender. “The decision for us to offer online casino games on PlayNow. com was driven by players’ demand and the obvious need for a safe and responsible online gambling alternative for British Columbians,” explained Garvey. “BCLC considered a number different business models when examining online gambling. This choice gave us the 12 | Spring 2012
CAN SOCIAL MEDIA DO FOR YOUR CASINO?
Your customers, your staff, and even your competition are all talking about you. Isn’t it time you had a stake in that conversation? The simple fact is: work life and social life are coming together in new ways and successful casinos are using that to their advantage. A strong social media strategy can extend into customer service inquiries, human resources, promotions and contests, and even reservations and sales. And as experts with 16 years in casino marketing, we can help you leverage social networks like Facebook, LinkedIn, Twitter, and YouTube to empower your brand voice at every point of contact. Find out more at marshall-fenn.com or contact us at 416-962-3366
gamingtrends greatest ability to provide a product that is safe, responsible and accountable to the players of B.C.” PlayNow.com now has more than 180,000 registered players. It is also the brand of choice for BCLC to help support promotions at casinos and community gaming centres in the province. For example, Playnow.com runs satellite poker tournaments to increase awareness and attendance at events across B.C. Last year, players could enter poker tournaments to win seats at everything from the World Ser ies of Poker in Las Vegas, the Women’s Poker Classic in Langley, the B.C. Poker Championships in Richmond and the West Coast Poker Championships in Vancouver, among others. W ith this initial success, more events will receive online promotion on Playnow.com in the future. Roberto Luongo on the Team Registered players in B.C. can win more than cash prizes. Through BCLC’s sports sponsorships, players can register in poker tournaments to win tickets to Vancouver Canucks, B.C. Lions, or Vancouver Whitecaps games. In addition, online poker players have 24-hour access to play with players from Quebec on a shared poker network giving players the best possible online experience. In 2011, PlayNow.com partnered w it h t h e G r e y Cu p Fe s t i v a l i n Vancouver, offering players a chance to win tickets to the 99th Canadian Fo ot b a l l L e a g ue Ch a mpion sh ip g ame. The Grey Cup Festival partnership was a huge success with more t h a n 10 0 pl ayer s w i n n i n g tickets to the big game. In 2011, PlayNow.com announced a partnership with Vancouver Canucks’ goaltender, Roberto Luongo. Luongo is well known amongst poker players and hockey fans for his passion for poker. He plays in a number of tournaments, including the Canucks for Kids Fund Dice & Ice charity tournament and the NHLPA's Goals & Dreams fund. Now he has his own charity poker tournament where poker players in B.C. have the opportunity to play against one of the NHL’s top players. In the first annual Roberto Luongo Ch a r it y Pok er Cl a s sic , L uon g o 14 | Spring 2012
finished second at the tournament, outlasting poker professionals Matt Jarvis and Greg Raymer, as well as 2 011 Grey Cup w inner and B.C. Lions receiver, Geroy Simon. Luongo donated his $7,000 prize to charity immediately following the win. T h roug h reg ist rat ion, auc t ion items, prize winning, and charit y donations, the event raised more than $90,000 in support of hockey education, g rassroot s hockey prog ra ms, a nd youth health a nd wellness in B.C. through the Canucks for Kids Fund. “It’s such an exciting opportunity for our players to have the chance to play poker against Roberto Luongo,” said Garvey. “This partnership gives our players access to great prizes like the chance to test their poker skills against the hockey all-star.” As the face of poker on PlayNow. c o m , L u o n g o w i l l c o nt i nu e t o a p p e a r i n a d v e r t i s e m e nt s , pl a y poker on the website and at his own charity tournament, and appear at promotional events with players. Playing for the Future The industry continues to grow and ongoing advancements in gaming soft ware and technolog y point to an exciting future for players who choose to gamble online. PlayNow.com has plans to enhance the online sports-betting for players. BCLC has par tnered w ith spor ts book provider Paddy Power to deliver players with more comprehensive sports betting services on PlayNow. com, including more spor t s a nd events and new ways to bet. As well, BCL C con st a nt ly en h a nce s a nd refreshes the more than 100 games available on the site. I n addit ion, reg istered players continue to have the chance to win unique and exclusive prizes through PlayNow.com. “BCLC may have been the f irst Canadian g aming jurisdiction to offer online casino games,” continued Garvey. “But I’ll bet we won’t be the last. The shared net work we have with Quebec will continue to build strength as more jurisdictions think about joining, and we see this as a strategic focus for BCLC in the years to come.”
corporateprofile
Jordan Gnat
Managing Director for Scientific Games
As the new Managing Director for Scientific Games in Canada, Jordan Gnat has a tremendous amount of expertise in the regulated gaming entertainment industry, and a great deal of focus on both the regulatory and the customer-centric aspects of the industry. Gnat – formerly the president and CEO of Boardwalk Gaming and Entertainment Inc., Canada’s leading bingo and gaming center operator, joined Scientific Games in late 2011 to focus on business development opportunities in Canada across all product lines, including internetbased gaming, instant lottery games, lotter y systems, loyalty programs, video lottery, and wide area gaming systems and terminals. “The addition of Jordan Gnat to our team brings our customers in Canada a seasoned Canadian business executive with strong leadership skills and years of regulated gaming experience,” says Lorne Weil, Chairman and Chief Executive Officer of Scientific Games. “ We a re con f ident t h at Jorda n’s reputation and relationships within the industry will provide significant value to our customers.” Ser ving lotter y and gaming customers in 50 countries on si x continents, Scientif ic Games is one of the industry’s most recognized and respected providers of secure, playerengag ing products, ser vices, and technology. The company has a longstanding commitment to the Canadian gaming market, dating back to 1970 when Autotote, the company that acquired Scientific Games and kept the Scientific Games name, provided tickets to Loto-Québec. The company also printed the ver y f irst instant tickets for Ontario. In 1994, Autotote began operations for the Manitoba 16 | Spring 2012
Lotteries Corporation at Assiniboia Downs under a video lottery terminal and central system contract. The compa ny ’s f i r st lot t er y s y st em s contract in Canada was w ith the Western Canada Lottery Corporation (WCLC) starting in 1999. “Scientif ic Games has served the lottery and gaming industry for nearly 40 years, but I believe now is truly the most exciting time. We’re integrating our ticket printing experience with the technology and creativity that will help our customers grow revenues, and we believe the depth of our experience will take that growth to the next level,” said Gnat, continuing, “We’re helping customers engage their players and grow playership with our Properties Plus suite of players clubs and 2nd Chance Web Sites. We’ve developed 380 websites for our lottery customers. We’re managing over 94,000 gaming t er m i n a ls on a d a ily ba sis. O u r cooperative services programs (CSPs) are increasing efficiencies and helping to drive lottery revenue all across the globe. All of this expertise is utilized in creating our wide spectrum of products and services for our Canadian customers.” Gnat believes there are significant transitions currently being contemplated by various lotteries in Canada, noting, “Scientif ic Games has vast ex per ience globally. We see t hese ch a n g es i n Ca n a d a a s opportunities to build on existing partnerships with the lotteries. We want to help the lotteries execute their vision of where they want to be in the future.” Gnat brings 10 years of experience in private investment to his new role at Scientif ic Games, as the former executive vice president of K ilmer Group, as well as almost a decade of
experience in retail management and sales. Named t o C a n a d a’s pre st i g iou s Top 40 Under 40 in 2001 at age 28, Gnat has always had a keen interest in political science. In fact, the selfdescribed political junk ie says the regulatory aspect of gaming is actually what initially drew him to the industry. “I f ind gaming fascinating because it is regulated. It’s an industry where the rules are fairly set and everybody i s e qu a l . T her e’s no w a y a n yone can get an advantage outside of the regulatory framework unless they are competitively the best,” he admitted, adding, “Ultimately, you must build a business that is the best for the customer at the end of the day.” G n a t i s b a s e d i n To r o n t o a n d s u p p o r t e d b y S c i e n t i f i c G a m e s’ operations in Montreal which serves C a n a d a a n d e x p o r t s t o t h e U. S . and major jurisdictions in Europe, including France, Germany and Italy. Mont real is one of the compa ny ’s six major international lottery game design and production facilities. “Ca n a d a's reg u l at e d g a m i n g i n du s t r y i s ver y d y n a m ic a n d at the forefront of some of the most innovative and important advances in gaming entertainment. Supplying customers in this env ironment requires a thorough understanding of all aspects of the gaming offering - from the core retail business to the interactive space, whether through the internet, mobile phone, TV or VLT," said Gnat."Scientific Games and I look forward to working with the provincial operators and the ILC to implement the nex t generation of technolog y and content that will ensure Canada continues to lead the global gaming entertainment industry.”
facilityprofile
The Hotel at River Rock By Matthew Bradford
In October 2011, the Great Canadian G a m i n g C or porat ion’s (G CG C) executive team cut the ribbon to The Hotel at River Rock; a 5-storey, 193-rooms hotel which represents G CG C 's l at est , st at e - of-t he - a r t addition to its four-star River Rock Casino Resorts in Richmond, British Columbia. Invoking a traditional west coast feel inside and out, The Hotel at River Rock sits perched over the Fraser River, and is connected to GCGC's premier BC casino resort by way of a covered, northern star gateway walk stretching above River Road. The Hotel was desig ned by DA A rchitects and Planners, and developed by g enera l cont ractor Graham Construction over a tenmonth span. It was built in addition to a 7-storey, 1520 car parkade with access to the new Canada Line train station and bus loop. 18 | Spring 2012
"This boutique property is the perfect complement to the River Rock Casino Resort property," says Howard Blank, Vice President of Great Canadian Gaming Corporation, noting, “The hotel boasts an intimate setting dedicated to guest services and is steps away from world-class gaming and entertainment." The Hotel at River Rock Casino features a number of amenities and entertainment options for guests. In addition to a complimentary fitness centre, weight room, and indoor tropical swimming pool, visitors can also compliment their casino visit with dinners and drinks the hotel's selection of restaurants, lounges, and bars. These include Tramonto, a 5-star Italian restaurant; The Buffet, a nearby 260-seat restaurant featuring delicious delights for every taste; the Curve Lounge, a stylish lounge adjacent to the grand atrium featuring a variety of dining and libation options; and Lulu's Lounge, a
trendy meeting place sporting pub food, delicious brews on tap, all the biggest sporting events, and live entertainment Wednesday through Saturday. “Incorporating the latest technology inside a four diamond boutique property was paramount during the design phase,” explains Blank. “The property is perfect for the business traveler or the leisure guest with outstanding in room amenities.” The Hotel and River Rock's focus on style and convenience continues throughout its guest accommodations. Measuring an average of 400 square feet, each of the hotel's spacious rooms are equipped with a 42”-inch LCD flat screen TV, complimentary Wi-Fi, a specialized room access control system, and other additions catering to both its business and casual clientele. For more information about the The Hotel at River Rock, visit online http://www.riverrock. com/hotels/the_hotel/
casinodesign
Dave Lalama
Knowledge Building for the Internal Casino Project Team
As a result of this economic factor, a stronger focus is emerging on the design and G a m i n g i s a m a j o r renovation of Canadian properties so that Canadian gaming can maintain its competitive edge in a growing global marketplace. This increased emphasis on the design and renovation contributor to the Canadian of gaming properties requires greater collaboration between the external professional design economy, with public, experts and the internal casino project teams that work with them. Increasing the knowledge level of our internal teams can assist in completing new renovation projects on time, on private, and Aboriginal budget, and with minimal disruption to current operations. The following Q&A session with Dave Lalama, partner at Number Ten Architectural owned casino operations Group, who leads the firm’s casino and hospitality projects, shines a light on how internal across the countr y. In casino teams can better understand where casino renewal is heading. are the latest casino design trends? 2007, the Canadian Gaming What We will continue to see a more seamless integration of lounges and bars on the gaming Association estimated this floor, and this will apply to other non-gaming amenities as well (entertainment, retail, etc.). I think the downturn in the global economy will continue to reinforce the need to create financial contribution to be cost-effective design solutions with bottom line results. Other trends will include further experimentation with natural light – considered taboo approximately $15 billion until the design of the Macau Casino – and the continued departure from “themed or fantasy-based” concepts with an increased movement towards a contemporary architectural dollars. expression relating to the local region. Also, new and evolving gaming device technology will drive casino design. Casino renovations will pay closer attention to improving the gaming floor, such as creating player niches and gaming focal points.
Is there a Canadian approach to casino design? Most folks perhaps think of the mega-resorts in Las Vegas and Reno as the “American” approach, but it’s more accurate to consider casinos in terms of two basic types; “local” or “regional” casinos, and “tourist” or “destination” casinos. The design approach for these two types is quite different … or should be. The CANADIAN GAMING CENTRE OF EXCELLENCE, as part of the Gaming Leadership Program through Athabasca University, presents the first 3-part Webinar Series on Casino Design. Join Dave Lalama, partner at Number Ten Architectural Group: May 15 Intro to Casino Design Parameters – Issue to Consider May 22 Introduction to the Casino Construction Process May 29 Challenges in the Design Process – A Casino Case Study Check the website for more info www.canadiangamingcentreofexcellence.ca 20 | Spring 2012
casinodesign What are the major reasons for embarking on a redesign or expansion? Like other casinos, as well as hospitality and entertainment venues, it is important to remain competitive, maintain and increase market share, and cater to a changing demographic. As well, a much more informed guest with higher expectations will drive change with the overriding objective of that being to increase the bottom line. What are some challenges the design team faces? Our team consists of architects, interior designers, food and beverage consultants, engineers, site planners, transportation / traffic / parking consultants, landscape designers, lighting and signage design, costing consultants, and similar professionals. Every project has unique challenges that relate to the site or property, including accessibility, visibility, orientation, sense of arrival, and parking, for example. We strive to create the appropriate design solution and architectural expression while addressing issues related to the 24/7 nature of casinos and hotels. Our design team focuses first-most on planning the “flow” of patrons and choreographing the sequence of events that should be experienced, that encourage exploration, and lead one to, through, and ultimately back to the gaming floor. Design combines artistry with technical issues. It involves creating beautiful and exciting spaces, but also functional and maintainable solutions. Understanding the issues related to security, cash movement, back-of-house requirements, etc., are all part of the design equation. Architects, interior designers, and engineers imagine and see things in three dimensions and consider the impact that
different shapes, sizes, and scale of spaces have on the users. Creating interior space does involve selecting materials, finishes and colors, but this is all done to reinforce the overall idea of what the space or spaces should be. What is the experience we are trying to create for visitors? How does a high, brightly lit volume of space affect the user versus a lower and dimly lit space? How do you create interest, fun and excitement? How does lighting change one's perception? Our challenge is to create a sense of excitement and memorable experiences that have a lasting effect and to do so while improving our client’s bottom line. How can an internal casino project team help with these challenges and what knowledge do they need? In our projects, we collaborate with the casino’s marketing and business development group, gaming operations, procurement, finance, security, entertainment, F&B, and construction managers (to name a few). Their knowledge of patrons’ preferences and tendencies, operational issues and the casino’s functional requirements can greatly impact design decisions. With greater insight of the design process, space requirements, project timelines, and construction costs, casino managers and directors can have a greater influence on the redevelopment of their properties and be better prepared for construction-related issues that impact their casino operations. This interview was prepared by Judith Hayes, Director; and Dayna Hinkel, Business Development Officer, with Canadian Gaming Centre of Excellence, a subsidiary of the Manitoba Lotteries Corporation.
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Canadian Gaming Business | 21 11272_CGCE_2012.indd 1
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gamingtechnology
The Next Big Things in Table Gaming
For our spring issue of Canadian Gaming Business, we asked some of the Canadian gaming industry's biggest players to show us what's new and exciting on the table gaming scene. Here's what they had to show us...
AMAYA The success of Amaya table games is centered around mirroring a true casino experience, and providing players the ultimate online gaming experience. A maya gives casino operators the ability to fully customize their table games – from sound to chip style and everything in-between, enabling a degree of differentiation in what is often considered a commodity product. A f ine example of Amaya’s bestof-breed table games is Multiview Roulette, which aims to take the top revenue-earning game of all time to an entirely new level by placing control in the hands of the player. Clients can choose between the classic table view and the layout view, for an eye-popping close-up of the betting area. Adding to a rich casino experience, the constantly spinning wheel mimics land-based casino speed, while players can save 22 | Spring 2012
their favourite bet patterns for fast, convenient play. “Amaya’s new multi-view roulette improves a product that is already the best on the market”, says Luigi Amadio, Casino Operations Manager with Goldwin. In addition, the success of this game has even prompted Amaya to build a miniature version, featuring the same rich playing experience as the full-sized version. Multiview Roulette is just a sample of many more popular player favourites that Amaya brings to the table. Like all The popular G4 Organic Roulette their casino games, they are available in game can be designed in three different 24 languages and any currency, catering versions; with 6, 8, 10, and 12 play to a truly global industry. stations in a comfortable football shape (FBS) with individual Player Information INTERBLOCK Displays (PIDs). This new desig n Interblock is a synonym for state-of- presents an imposing yet enticing look on the-art electronic gaming machines the floor and allows players on one side of with worldwide market presence and the machine to see the action taking place technical support. Among its latest on the other side of the table. In addition, releases is the G4 Organic Roulette, each player screen houses a live video which represents next evolution in feed of the game in play. one of the industry’s most popular This gives the casino operators an games. One of Interblock’s prominent option to optimize the floor layout and products, the innovative G4 Organic maximize their turnover. Every play Roulette provides players with every station comes equipped with proximity wager available on a live game, and sensor, which prolongs the lifetime of action that occurs at a lightning-quick the monitors. The carefully designed pace and the benef it of immediate illumination of the machine helps accent payouts. the beautifully designed curves of the play
A World of possibilities Today’s gaming consumer wants to maximize the access, flexibility, entertainment, and rewards associated with their gaming experience – to play products through many different channels, to have fun, and to be rewarded for their play. A wide-area network gaming environment this powerful requires an integrated technology framework that: • Seamlessly connects traditional lottery, video gaming, Internet and sports betting products from multiple vendors on one network.* • Enables rapid game content download and engaging promotional opportunities across all platforms. At Scientific Games, we offer the systems and services to deliver these enhanced player experiences and operational efficiencies. For more information, please contact Inside Sales at 770-825-4377. *Consistent with applicable regulation
Explore our World of Possibilities. www.scientificgames.com
gamingtechnology stations, which feature ergonomically friendly arm and footrests. Another recognizable sign, the Interblock logo, is placed on the upper panel of the playstation. The logo is meticulously illuminated and ser ves as a RFID reader for authorized access. This new design has been a huge hit with many US customers who are looking to provide an environment that meets the needs of today’s tech-savvy players who are incredibly comfortable in this type of computerized playing environment.
the ante is refunded, – even if the hand is weaker than the dealer’s hand. Si x Card Poker elevates one of gaming's post popular games to the next level, offering exciting plays and the potential for big payouts. TCS JOHNHUXLEY TCSJOHNHUXLEY is renowned for providing some of the best electronic table gaming products in the industry, offering a wide range of games, perfect for any gaming floor. These products feature hybrid electronic gaming
SHUFFLEMASTER Shufflemaster's introduces its innovate Six Card Poker table game, featuring head-to-head play against the dealer for the best five-card poker hand. Players get to see half of the dealer’s hand (three cards), after which they can bet more money if they think they have the better hand. The Aces Up side bet pays with a pair of aces or better, regardless of whether or not the dealer is beaten. The Two-Way Bad Beat side bet pays if the player and the dealer both have a pair of aces or better, and one of them beats the other.
There are four steps to the game. To begin, the player places an ante bet, and both he and the dealer receive six cards. The dealer then exposes three of the cards from his hand. Once the player sees his own cards, he may either fold and lose his ante, or place a play bet equal to his ante to stay in the game. If the player’s hand beats the dealer’s hand, the player is paid even money on both the play and ante wager. If the dealer does not have ace-king or higher, 24 | Spring 2012
L atest additions to the plat for m include MultiPLAY™ HD Auto which provides a fully automated and cashless con f ig urat ion for a n even g reater return on investment. By using the TCSJOHNHUXLEY Gemini™ wheel combined with bill acceptors and ticket printers, the result is a very lucrative 24 hour-a-day live-hybrid Roulette platform that requires no dealer or inspection. The robust table design of MultiPL AY™ HD Auto offers high quality gaming to all types of venue ranging from traditional casinos and electronic casinos to slot clubs and electronic arcades. It features TITO, with individual bill acceptors and ticket printers per player position and a fully cashless option featuring smart key technology is also available. TOTALUP TOTALUP has introduced a complete series of player activated games, each combining the most popular features of table and machine games. Among
platforms and live game content, allowing players to compete against a live roulette wheel, dice shaker or card shoe whilst striking the perfect balance between the thrill of live gaming and the advantages of electronic betting. An example of this can be seen in its new MultiPLAY™ system which supports Roulette, Craps, and Sic Bo. The MultiPLAY™ platform is able to identify individual players and specific bets with its worldwide patents pending, Touch ID technology. MultiPL AY ™ combines the experience of live table gaming with the very latest advances in gaming technolog y by merging traditional table games and live croupier with a full sized multi player betting surface. W hile deliver ing the benef its of electronic gaming, such as increased profitability and reduced time between games, MultiPLAY™ does not strip away the core essence of live gaming that players enjoy.
its many applications, TOTALUP has applied its player activated gaming s ystem into t he Big W heel g a me. Instead of a manual spin, the wheel is spun electronically in turn by players at the table, by pressing a button at any station on the rail. TO TA LU P Pl ayer W he el g a me enhances the gaming experience and adds new features to the conventional Big Wheel game. Highlights include enhanced interactivity; increased level of randomness, securit y, speed and revenue; the elimination of the croupier health and stress concer ns; player pay-outs when the Joker or Casino logo appears; and the inclusion of a Parlay Bet which provides players with exciting betting options and higher payouts.
finance
Paradigm Shifted: The Modern Lottery and the IT Outsourcing Landscape By Louie Velocci While in life there are few sure bets, it is ver y reasonable in 2012 to ex pect continued pressure on gaming organizations to adapt to new markets, offer new games, deal with unique IT challenges and adjust t o ch a n g i n g demog raph ics w it h respect to employees and customers. As a result, gaming organizations are looking to IT outsourcing on either a partial or full-time basis as part of their business strategy. The Impact of IT Outsourcing on a Lottery Historically, lotteries were serviced by a relatively small group of gaming vendors which lacked an appropriate integration framework. Today, the adoption of cloud based offerings h a s g i v en r i s e t o n e w ent r a nt s to the ma na ged lot ter y ser v ices, a n d r e su lt e d i n m a n y n iche I T outsourcing offerings that simply didn’t exist in the past. It has also r e su lt e d i n lot t er ie s lo ok i n g at their business strategy and internal processes with increased rigor, as the decision to outsource causes permanent organizational change a nd requires a high deg ree of diligence and investigation prior to undertaking it. Outsourcing is increasingly being seen as an approach to deliver results, add value, and capitalize on scarcer t a lent p o ol s . We no lo n g er s e e outsourcing being driven from a cost reduction approach. This is a reversal of the traditional lot ter y ser v ice model, and is why the outsourcing organization is forced to develop or retain new skill sets particularly around vendor relationship management. Making it Work With appropriate planning, the risks of outsourcing are easily mitigated using
some of the following techniques to outsource part or all of the IT function: • Un d e r st a n d t h e r e a s o n s t o outsource. Historically, outsourcing was sought to deliver lower cost, risk mitigation, or better IT performance. In reality, rarely will an outsourcing arrangement provide all three – and rarely even two. Organizations must understand the limitations of outsourcing. • Def ine expectations. It is not enough to say you “want innovation or speed to market”. The definition of critical terms should be articulated with a high degree of specif icity, or expectations are typically not met. Often, the organizations have different priorities. If you have realistic expectations, the transition path is typically more realistic. • Define roles and responsibilities. In a multi-vendor environment, who is responsible for integration between these environments? Too often, businesses will assume it is the infrastructure provider without negotiation or discussion. • Build a robust ‘Stay Back’ team. Most organizations have highly competent staff that understands the organization’s strategy and business drivers; however, many do not have staff that has ever managed a complex third party vendor contract.
training organizations provide their Stay Back team on vendor management, contract compliance and metrics or by augmenting their team with professionals with experience in vendor management to achieve the same results.
Therefore, it is important to practice the following: • Expect and contract good deal governance. Not all outsourcing deals will be a success from day one; in fact, most are not. A well defined governance framework should be an integral part of the contract and is fully integrated into the service catalogue which outlines the roles and responsibilities of the outsourcer and the Stay Back team. • Manage outcomes and not the process. Establish key metrics and manage the outsourcer's ability to deliver to achieve different results. This often requires that organizations let the outsourcer make operational decisions to meet strategic requirements. • Make them earn your reference. All outsourcers strive to use you as a reference to others in your industry to further build out their outsourcing footprint. Make sure your needs are met; If there are issues, elevate them within the outsourcer to a level that is concerned with using your organization as a reference. • Take your time. Your outsourcing pa r t ner needs to have the r ig ht Consequently, organizations going capabilities, industry credentials and through IT outsourcing for the first time a complementary corporate culture to often have limited competent resources help change your business. to pair against the outsourcer’s team. As a result, Stay Back team members typically become overwhelmed with vendor management, dealing with Louie Velocci (CA-CISA, CISSP, CA A, organizational changes, and realizing G C FA , C G E I T ) i s a Pa r t n e r w i t h that the old resources they would often KPMG’s IT Advisory Practice in Atlantic call upon to deal with issues are no Canada. For more information regarding longer available in the same capacity. A offerings and specific considerations around successful transition to IT outsourcing IT outsourcing, contact Louie Velocci at is dep endent on t he a mou nt of (902) 492-6012 or louievelocci@kpmg.ca Canadian Gaming Business | 25
legal
Ontario Moving Forward with iGaming Despite US Crackdowns
By Javad Heydary
On February 17, 2012, the Ontario Lotter y and Gaming Corporation (OLG) closed its extended request for proposals from gaming vendors. It is currently considering the next steps for the development of an OLG-sponsored online gaming portal. Un d er t he Cr i m i n a l C o d e o f Ca nada, the operat ion of online b e t t i n g o r l o t t er y s ch em e s n o t supported by the government is a criminal offence. However, that fact does not appear to deter Ontario users from spending their time and money on online gaming websites. According to OLG, an estimated $40 0 million is spent annually by Ontarians through unauthorized gaming websites, and $1 billion is spent annually across Canada. It is that ver y market that OLG is hoping to t ap into w ith it s anticipated internet gaming project. Inter nationally, online g ambling is a massive growth industry, with one est imate indicat ing that the g l o b a l i nt e r n e t g a m i n g m a r k e t grew from US $10 billion in 2002 to US $14.5 billion in 2006. 1 This suggests the province stands to raise significant revenue from the project. 26 | Spring 2012
In addition, the pr o j e c t i s l i k el y to create jobs in the t e c h n o l o g y s e c t o r. OLG hopes to use the prof its from the online gaming portal on provincial government programs, including healthca re a nd education. The leg a l hu rdles t h at must b e overcome a re si g n i f ic a nt . It is impor t a nt for the prov ince to ensure the users of OLG’s services are Ontario residents and otherwise elig ible to engage in gaming and lottery activities. British Columbia has attempted to ensure compliance in its own online gaming website, PlayNow.com. Users of PlayNow. com must verif y that they are at lea st 19 a nd resident s of Br it ish Columbia. Pursuant to the site’s Player’s Agreement, users must also war rant that they are situated in British Columbia at the time they are using the website. 2 These warranties have been put in place for the particular purpose of ensuring, among other things, that users are neither underage nor
a re t hey engag ing in gaming or lotter y ac t iv it ies wh ile present in a foreign jurisdiction that does not permit online gaming. In addition to these warranties, regulation of online g ambling w ill also need to ensure that the OLG project is adequately monitored so as to protect it from money lau nder ing, a nd t h at tools limiting play are provided for Ontarians who struggle with gambling. W hether such wa r ra nt ies w ill s u f f i c e , h o w e v e r, i s n o t e a s y t o det er m i ne. Fu r t her t o t he re cent string of enforcement measures taken by t he Un it ed St at es g over n ment against online gaming websites, the recent takedown of Bodog.com has also led to the indictment of four Canadians who operate the site that was allegedly engaging users in the state of Maryland. Notwithstanding Bodog’s defence that no US money was involved in any of the Bodog websites, US Homeland Security Investigations
legal
“The issue of online gaming is a multi-jurisdictional issue with many legal and political considerations at stake.”
h a ve s ei z e d t he B o do g w eb sit e s and issued indictments against the Canadian owners and operators of the websites. 3 This marks a signif icant development in the US’s interest and jurisdiction related to online gaming, as Homeland Security Investigations h ave a rg uably over-stepped t heir jurisdiction in seizing the domain names simply by virtue of the fact that the “.com” domain registr y is managed by an American corporation, Verisign, when the domain itself was registered and operated by a Canadian company. Though OLG w ill undoubtedly take these concerns, and Ontario’s relations with the United States, into consideration in their decision to move forward, the fact remains that the issue of online gaming is a multijurisdictional issue with many legal and political considerations at stake. Even within a proper legal framework, and appropriate and sufficient safeguards in place, the expansion of governmentsupported online gaming websites in Canada will surely be at the forefront of legal issues related to gaming, both in Canada and across North America. Javad Heydar y is managing director of He ydar y Hamilton PC. He regularly advises clients on online gaming issues and complex regulatory and litigation matters.
1. h ttp://www.heydary.com/publications/ internet-gambling-laws.html 2. h ttps://www.playnow.com/resources/ documents/general/playnow-playeragreement.pdf 3. h t t p : / / w w w . c b c . c a / n e w s / w o r l d / story/2012/02/29/bodog-calvin-ayreindicted.html
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Canadian Gaming Business | 27 104264 CA half pag island vert -AD 4.563 x 7.375.indd 1
12-03-22 1:59 PM
June 11-13, 2012 Scotiabank Convention Centre Niagara Falls, Ontario
“Where the Canadian Gaming Industry Meets”
Register Today! www.canadiangamingsummit.com
If your company is interested in exhibit or sponsorship opportunities at the Canadian Gaming Summit, please contact Richard Swayze at 866-216-0860 ext. 246 or richards@mediaedge.ca
www.canadiangamingsummit.com
The 2012 Summit Thunders into Niagara Falls Register today to attend Canada’s premier annual conference and exhibition for gaming professionals. The Summit delivers face-to-face interaction between attendees from all gaming sectors, disciplines and regions within Canada and beyond, and is the leading provider of information and education to the Canadian gaming community. The Summit’s top-notch educational program, expansive exhibition and enjoyable social events provide an invaluable and memorable learning and networking experience. 2012 is shaping up to be the most exciting Summit to date and we look forward to seeing you in Niagara Falls!
16th Annual Canadian Gaming Summit Outstanding Learning Experiences
Valuable Networking Opportunities
Taking place over three days from Monday, June 11 to Wednesday, June 13, the comprehensive Educational Program at the 2012 Summit offers sessions and keynote presentations covering a wide array of gaming topics that will be presented by industry leaders. These sessions have been specifically developed for gaming professionals and provide the skills and knowledge required to excel in today’s rapidly evolving marketplace. This year’s program includes seminars on Charitable Gaming, Finance, Gaming Operations, Human Resources, iGaming, Legal & Regulatory, Marketing, Security & Surveillance, Sports Betting, Technology and much more!
The Canadian Gaming Summit Golf Classic will be held on Monday, June 11 at Whirlpool Golf Course. Designed by the famous golf course architect Stanley Thompson, Whirlpool is one of Canada’s most highly rated and renowned public golf courses and is located in a spectacular setting against the backdrop of the Niagara River Whirlpool and Gorge.
Canadian Gaming Industry’s Premier Exhibition The Canadian Gaming Summit Exhibition showcases the industry’s leading suppliers of gaming-related products and services. Everything from slot machines, table games, ATM’s and furniture will be highlighted over two days on the jam-packed trade show floor. New gaming products and services will be launched and showcased and delegates will have the opportunity to meet one-on-one with existing and prospective suppliers. The Summit Exhibition floor will be open on Tuesday, June 12 from 1:00pm to 6:00pm and Wednesday, June 13 from 9:00am to 1:00pm
Join your colleagues at the Summit’s Opening Reception to kick off the 2012 event on the evening of Monday, June 11 in the stylish atmosphere of Elements on the Falls. Overlooking the brink of the thundering Falls, Elements will delight your senses with stunning views and roaring sounds. Reconnect with old acquaintances from past Summits and meet this year’s new attendees – this is the perfect spot to get the 2012 Summit started. The Canadian Gaming Industry Awards and First Nation Canadian Gaming Awards will be presented at the Annual Awards Reception and Charity Gala, taking place at Fallsview Casino Resort on Wednesday, June 13. The Gala will honour achievements in industry leadership and support a deserving local charity. Join your gaming colleagues for an evening of industry celebration, fine food, drink and entertainment – while at the same time supporting a worthy cause. We Look Forward to Seeing You in Niagara Falls!
For registration, program and hotel & travel information, please visit www.canadiangamingsummit.com
The Canadian Gaming Summit is owned and produced by:
marketing
Starting the Social Media by Kevin MacKenzie It’s about the conversation. You hear it constantly; social media is where your business needs to be, whether it’s Facebook, Twitter, or the new flavour of the month (for the record, that’s currently Pinterest). In the frenzy to react to the social media shift, it is easy to lose sight of the driver behind this paradigm shift; that is, customer behaviour is changing and Casino operators need to be prepared to accommodate these new communication technologies into their daily operations. The explosion in social media is the result of the growth in two key factors. First, technology used to share our views, opinions, and thoughts is now everywhere and increasingly part of our daily routine. Second, we are increasingly “online” in more aspects of our lives. Witness the number of smartphones that nearly 50% of Canadians now own. With a technology base that is savvy about using social tools, it is no wonder Canadians are some of the biggest users of social media globally. Recent statistics indicated that more than half of Canadians are regular users of social media, and over a third of us log into social networks on weekly basis. So how can casinos take advantage of 30 | Spring 2012
the social media revolution and benefit from this connected audience? Much has been made of the ability to conduct conversations between consumers and brands in social media. But that objective should be part of a planned approach that builds on the fundamentals of strong marketing, communications, and planning. Casinos need to be prepared to develop their social media audience, build interest and customer loyalty, and begin to engage advocates and influencers over time. Fail to plan and you can plan to fail. The impact of social media is not only to be felt in marketing and promotional programs. Your audience now has new digital means by which to reach out to any property. Whether that means posting on Facebook, blogging about an event or experience, or sharing an opinion across any number of social networks, your customers are now empowered to broadcast their thoughts and opinions to an extended and interconnected audiences of friends, acquaintances, and followers. Casinos need to understand the implication this will have on their properties as customers increasingly expect support for reservations, information,
customer service, and sale within the social networks. It is important to ensure a consistent customer experience extends across your social media presence. While the work required to set up and manage a social media program can seem daunting; the benefits are proving to be worth the effort. A recent survey reported that 90% of consumers consider their online experience when considering a purchase. More tellingly, more than a third of respondents indicated being more likely to recommend or purchase a brand that they “liked” on Facebook. Without a social media presence however, your ability to build social relationships with brand advocates and influencers is limited. Social media is an opportunity to build that foundation and start the conversation in your favour. Kevin MacKenzie is an account manager with Marshall Fenn Communications in Toronto where he leads the social media practice. Marshall Fenn is a marketing communications agency with a specialty practice that services the gaming industry. Its offices are located in Toronto and Las Vegas. Learn more at http:// www.marshall-fenn.com
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