Casino Enterprise Management

Nothing made bigger news at the 2008 Global Gaming Expo than the road-to-Damascus moment evidently experienced by Gary Loveman. As CEO of Harrah’s Entertainment, he engineered a buyout of Caesars Entertainment and then an LBO by private-equity funds Texas Pacific Group and Apollo Management. Those moves left Harrah’s wobbling under $27 billion in debt just as credit markets tightened and consumer spending went south. Just two days before his appearance on the 2008 "State of the Industry" panel, Loveman pulled Harrah’s out of its commitment to a $535 million, Wichita-area casino in Kansas.

Looking far from his usual, cocksure self, Loveman grimly proclaimed that, when it comes to cheaply and readily available capital, "I don’t think it’s likely in our professional lifetimes." Wall Street’s liquidity drought was, he said, more important "than a transitory crisis in consumer spending."

The casino industry was, Loveman added, belatedly realizing that "a billion dollars is a lot of money, after all … There will have to be a significant sea change in how the balance sheets are structured." He continued, "The country is experiencing a radical deleveraging that is happening at every level," estimating that some sectors were running at 30-to-1 debt-to-equity ratios. Loveman’s gloomy new worldview sees assets devalued 50 percent worldwide in an economic meltdown, which is two-thirds over, but whose recovery "will take years, not months."

He also blamed the casino industry’s tendency to build lavish facilities, with low rates of return on invested capital, for some of the current predicament. Ironically, it was to escape Wall Street criticism of precisely that tendency that Harrah’s and comparably struggling Station Casinos went the private-equity route. Nor has the bond market proven any friendlier than the stock market: "Bondholders, they can be a very dour group. They can find a cloud in every sky and usually do." But, Loveman added, they were looking prescient at present.

Looking on the bright side, Harrah’s CEO said the current recession had "parallel, countervailing" effects that included acting as a possible spur to further casino legalization in the Pacific Rim. He also noted some recent expansion in the United States, particularly Maryland, whose casino tax rate he denounced as "usurious."

Asked about possible casino development in his home state of Massachusetts, Loveman sighed, "I wish I knew." Gov. Deval Patrick’s expansion proposal had recently died in the Bay State’s Legislature. "All well-conceived political ideas of its type generally do," Loveman ruefully conceded, adding that—barring a change in legislative leadership—casino gambling will either not move forward or will be implemented in some quick-and-dirty fashion.

Harrah’s CEO fenced a bit with his opposite number from International Game Technology, T.J. Matthews. Harrah’s has garnered headlines by removing IGT revenue-participation games like Wheel of Fortune™ from its casinos. It’s difficult to get excited about new games, nightclubs, etc., while financial problems remain, Loveman argued. Given the hypothetical choice between buying back Harrah’s bonds at 40 cents on the dollar versus using the same $1 million to buy new slots with an unproven rate of return, Loveman said it’d be an easy choice in favor of the "more immediately remunerative [option]."

IGT is another company finding itself at an awkward juncture. It put its chips on wide-area, server-based gambling. The company’s plan, which assumed a speedier adoption of networked gaming is now focused on its incremental introduction, Matthews explained.

Likening the casino floor of the past to a set of TVs that could only tune to one channel apiece, Matthews said the games-on-demand environment of server-based gaming would reduce the footprints of slot floors themselves, as fewer devices carry more games apiece. Only two things drive reinvestment in the casino floor, though, he noted: better games and greater efficiency, and "We work very hard to understand the attributes that would improve the efficiency for the operator."

American Gaming Association President Frank J. Fahrenkopf noted that play in Macau is communal and slots only enjoy 3-5 percent market penetration. "Realistically, we have a product that’s universal in nature," Matthews replied, saying IGT is as successful in Asia as elsewhere. Younger patrons, though, want interactivity, which he defined as "that high-five moment," associated with blackjack and poker. "The odd thing about a slot-machine environment is that it’s a solitary experience … We’re trying to find our way to bring people together," through server-based gaming, but "our product does not accommodate that communal environment. The more opportunities we have to publicly celebrate winning," the better for the industry. "We sell experiences that allow people to go back and say, ‘I won.’"

While Matthews noted that the slowing pace of American gambling expansion defined the U.S. industry as mature, Olympic Entertainment Group Chairman Armin Karu hails from an area (the Baltics) where it’s in an adolescent growth spurt. Two decades ago, he noted, you’d go to prison for gambling in the Eastern Bloc. The current industry "started from tiny bars where there was a few slot machines installed [and now] we have reached, quality-wise, something like here in Las Vegas." Not in scale, he allowed, "but as you say in America, ‘Size doesn’t matter.’"

While Karu thinks Baltic growth is frozen for the moment, he foresees a thaw in the near future. This will take the form of neighborhood-oriented gambling halls and destination resorts with boutique casinos. He described the new casino-enabled zones in Russia as mostly "in the middle of nowhere." However, the transition to the new regime is slated for July 2009, "and there is no infrastructure, no nothing" to implement it. Therefore, Karu anticipates a continuation of the present casino regime. "The most stable situation in Russia," he observed, "is a temporary situation."

Noting that Indian Country saw record voter turnout in the 2008 election, National Indian Gaming Association Chairman Ernie Stevens Jr. allowed that, "We’re really excited about the new administration," expecting "a stronger message on government-to-government relations" and greater help with tribal economic woes. Stevens opposed any amendment to the Indian Gaming Regulatory Act, saying, "We make adjustments [internally]. There’s nobody in Indian Country that’s celebrating" IGRA, because it was a diminution of tribal sovereignty.

"If we celebrate anything, we celebrate the Cabazon/Morongo decision that strengthened the rights of tribes," Stevens added. Money subtracted from tribal gambling, he contended, is money taken away from tribal schools, elder care and other services.

As for the National Indian Gaming Regulatory Commission’s now-abandoned attempt to redefine Class II gambling downward, Stevens proclaimed, "We’re happy that those regulations were pulled." NIGA has taken direction from court precedents, he said. "We move forward cautiously. There’s nobody in Indian Country that wants to revisit that issue … When you take from the Class II success that we’ve had, you take from the most needy tribes in this land." As for tribal self-regulation, Stevens’ verdict was: "It’s comprehensive, it’s expensive and it’s working."

Stevens declined invitations to fire parting shots at the Bush administration, reiterating that, "We’re not looking back, we’re looking forward." He did take time to plug an appearance that Hulk Hogan was making at the NIGA booth to raise money for tribes.

Fahrenkopf noted that Loveman could use similar fundraising help, prompting the terse reply, "Thank you, Frank."

Slot Manufacturers

VGT
"VGT has the best performing machines in the fastest growing market [Oklahoma]," stated Steve Wilson, director of VGT’s Western sales. "The Mexican line is also doing very well. We’re launching Class III products, which will be rolling out in the first quarter of 2009. We’re still the world’s leader in Class II in terms of number of machines played and revenues produced."

VGT offers a full line of mechanical stepper reels and video slots in both three-reel and five-reel configuration. It is also known for a wide array of bonusing features, such as red-screen bonus rounds. VGT rounds out its products with the ability to interface to all of the major back-end casino management systems.

New Class III products include mystery jackpots and a three-level multi-progressive. It will support both SAS and S2S protocols.

VGT’s casinolink™ suite of products, offered in modules, support every facet of gaming operations, including multi-site capability. Reception deals with player registration, loyalty and enrollment. Player offers complete player profiling, points programs, comps, marketing and player ratings, supporting both slots and table games. Slot is a complete slot analysis system with floor management functionality, jackpot processing, credit and hopper fills, profitability reports, variance and jackpot reconciliation and point monitoring. Table provides complete table management, player tracking, profiling, RFID chip support, open/close/fill credits, staff and patron analysis and a full audit trail. Cage is a complete cash desk and credit control system. Pit provides complete pit operation support. Finally, Jackpot is the enterprise-wide management system giving centralized control over progressive and mystery jackpots for both slots and table games.

WMS Offers Freedom
Everywhere you looked on the show floor, companies promoted their strategic business plans for server-enabled networked gaming, but no company got it better than WMS. Its strikingly basic "One Step at a Time" approach appealed to customers anxious to take advantage of the technology now, but skeptical it will actually happen in the near future.

Let’s face it—there are all kinds of great products out there touting server-based technologies, but there are still too many unknowns for our industry to leap into it. That’s where WMS comes in. It’s willing to provide a voice for each and every one of its customers on the issues.

WMS has taken a firm approach to all the issues surrounding SBG, including open standards. Brian Gamache, CEO and chairman of WMS said recently, "We believe so strongly in the benefits that operators and players will garner from true open systems architecture and interoperability that WMS is taking a proactive leadership role in providing our customers with Freedom of Choice data they can use in selecting the respective technologies for their operations."

With its near-term, mid-term and long-term approach to delivering SBG products, WMS can deliver its products now, no matter what stage the standards are in or where its customers are at in the change-over process.

Even if you weren’t at the show, you likely already know about the products WMS displayed there. Like last year, six weeks prior to the event, WMS reached out to its many customers through an interactive

Flash macro-site to familiarize them about its new products. Registered users filled in the "Freedom To" blanks to earn credits and bonuses, qualifying them for a grand prize given away at the event. This innovative idea is exactly why WMS is becoming the premier thought-leader in the industry.

"Creativity, understanding and innovation fuel the culture at WMS," said Rob Bone, vice president of marketing at WMS. And it’s that culture that’s behind every single one of WMS’ products. Four foundational platforms form the base of everything displayed at its G2E booth: Community Gaming® (introduced more than two years ago), Transmissive Reels®, Sensory Immersion and Adaptive Gaming®. "Our core gaming platforms have been uniquely enabled to provide the technology necessary for network gaming," said Bone. Simply put, these four technologies enable operators to provide players with the unique, personalized gaming experiences associated with SBG now, while operators prepare their floors for floor-wide networked gaming implementation. Below are highlights of some of the many products displayed at the show.

Transmissive Reels
In its Transmissive Reels category, WMS displayed three new games on its highly successful Transmissive Reels Wide-Area Progressive ("WAP") platform, which combines the classic player appeal of mechanical reels with the stunning visuals of 3-D high-definition graphics. Building on the extraordinary player response to The Wizard of Oz ™ Sensory Immersion game introduced last year, The Wizard of Oz —Glinda the Good Witch™ and The Wizard of Oz—Wicked Riches™ are two new Transmissive Reels games that place the legendary witches in two new game themes featuring the popular Glinda and Flying Monkey bonus rounds. In addition, Monopoly™ Reel Estate Tycoon™ is the latest game in the successful Monopoly Transmissive Reels series that leverages the timeless board game content in a new five-reel mechanical game with multiple bonus rounds offering new entertainment experiences on each spin.

Community Gaming
In its Community Gaming category, the innovative new Reel ‘Em In® Compete to Win™ game caught the eyes of every attendee. The game features a competitive element never before offered in a slot machine, where players select from four characters to compete in an exciting fishing contest for a grand prize, all in high-definition. And for those lucky players able to land a big one, their achievement will be displayed in casinos nationwide on the winner board. Also shown was the new Powerball® Power Seat™ game. In the Power Seat bonus, one player is selected as the Power Seat player and is rewarded with an extra award that creates enhanced excitement.

The excitement of Community Gaming was also extended into WMS’ video poker category with the introduction of Big Event® Poker, the first networked gaming based entry in this category. By leveraging WMS' successful Community Gaming technology platform, the Big Event Poker bonuses offer more excitement to video poker players as they are awarded new bonus experiences such as 4-to-a-Royal and Free Hands.

Sensory Immersion Gaming
Built around the Bose® 3Space® audio system and WMS' powerful CPU-NXT®2 platform, Time Machine™ is WMS' newest game in the Sensory Immersion gaming category. In Time Machine, players travel through time for an unmatched sensory experience enhanced by real-time 3-D graphics and a mesmerizing top-box. Time Machine follows up on the success of Dirty Harry®, which features a thrill on every spin as players are sent careening in a car chase through the streets of San Francisco.

Adaptive Gaming
WMS previewed the fourth Star Trek® episode on its recently introduced fourth foundational technology platform, Adaptive Gaming, which provides players with the unique ability to unlock new features as they play and save their progress in a game, and then resume their play at a later time, even at different casinos. Built on WMS' wide-area network, the Star Trek series of games on the Adaptive Gaming platform provides players with an on-going stream of new bonus gaming experiences as players collect Starfleet medals that allow them to move up in rank, while also enjoying new episodes over time as they are introduced.

Combined Platforms
Monopoly Grand Hotel® is WMS' Big Event (Community Gaming) offering married with the power of Transmissive Reels entertainment on a three-reel mechanical platform. The new game combines the fun of the popular Grand Hotel bonus with the excitement of the Big Event community bonus round all in one game using the advanced Transmissive Reels technology to keep players engaged. KR

IGT: Right On Target
With its 17,200 square feet of exhibition space, IGT had one of the largest booths and had some of the most diverse and technologically advanced product offerings on the show floor. Below are some highlights.

Video Poker
"Our poker customers wanted more ways to increase wagering amounts while at the same time keeping players engaged and hungry for more," said John Daley, director of Video Poker & Barcrest USA. Quick Quads™, Good Times Pay™ and Ultimate X™ offer just that. When players get a three-of-a-kind while playing any title in the Quick Quad line and the next two cards add up to the same number as that, they get paid for a four-of-kind, keeping them at the game longer. And players willing to wager more for a larger profit will love Good Times Pay™, where the more credits a player plays, the more multipliers he gets. "The only catch is they have to play at least 6 credits a hand, but the number of multipliers increase with each additional credit wagered up to 10 credits," said Daley. In Ultimate X™, when players wager 10 credits on a winning hand, they win a multiplier for their next play. "With all three of these games, we’ve delivered more incentives for the player to wager more by offering them more ways to win big," added Daley.

WagerWorks
With UIGEA in effect, IGT is preparing for America’s future in iGaming through its UK-centered online gaming company WagerWorks. And it already has a head start on the competition. "It’s all about content," said Oliver Lofthouse, director and general manager of WagerWorks. "With IGT behind us, we know we have some great content that’s been proven in the casino market. We know we’re able to give players and our operators what they want and how they want it." This year it will launch Dungeons & Dragons™, Transformer™ and Battle Ship™, all based on brand themes players’ recognize and enjoy. "One of the great things about our content is its available to all operators no matter which casino management platform they use," Lofthouse added. "We’re working on strengthening our rgs™ (remote game server), which we released last year, to help bring the crucial element of interoperability to the customer because they asked for it." With rgs, operators can run any WagerWorks game on any iGaming platform, even if they don’t use WagerWare™—WagerWorks’ proprietary iGaming system. Looks like IGT will be ready to deliver its content to online U.S. players just as soon as the United States is ready to legalize it.

Standard Games
To its Standard Games line, IGT amped up its use of technology, bonusing, paylines and progressive options, and that’s just the start. It’s also designed more than a dozen new high-denom videos to the market "all because our customers asked us to," said Ryan Griffin, IGT’s Standard Products product manager. Some of the new titles include: Arctic Fox™, Chinese Treasure™ and Rembrandt Riches®.

On the payline side, IGT put aside the typical "crouch" payline structure and created a new twist of its very own: Connected™ Lines. "Anytime a player lines up the same symbol that’s touching adjacently, the player gets paid no matter what," described Griffin. With today’s players looking to stretch their entertainment dollars further, Connected Lines will certainly give players a more sustainable ride.

If you’re like the rest of us, you’ve been waiting for a multi-game solution available on one game screen. Well, wait no more because IGT listened and delivered. IGT’s take is its MultiPlay™ Video Slot that lets players choose up to four of their favorite games and play them at the same time on one screen. Players can even win all progressives and bonuses on all games sequentially. "We have six games here and 12 more in process," Griffin noted. Proven themes like Wolf Run™ and Cleopatra™ are available for your slot floor now.

But, like last year, the most distinctive and dynamic use of technology at IGT’s booth was its Multi-Layer Display line of REELdepth™ slots. Last year, attendees could barely get a chance to see the technology in action because the area was so crowded, and this year was no different. If you haven’t seen REELdepth live and in action, you are missing out. "Operators can change from 3-reel to 4-reel to 5-reel to video or to poker," said Griffin. This flexibly gives players more choices, and for markets that only allow video, it is the perfect answer to the spinning-reel dilemma. The speed time between game change outs is about 10 seconds, and enhanced 3-D graphics on its new game themes make it worth the short wait. Imagine butterflies flying from the top-box to the game screen right before your eyes in Magic Butterfly™, or crickets jumping out at you in Lucky Crickets™. With IGT’s REELdepth, imagination’s the limit.

MegaJackpots
IGT offers a large array of MegaJackpots games in participation format. I Dream of Jeannie™ is available in standalone mode with several exciting features. Bettor Chance Way™ Wagering allows players to make a separate side bet to be eligible for special ways to win, upping the anticipation of each reel spin. The Magic Carpet Ride bonus includes a Traveling Wilds feature. During this bonus round, Jeannie travels to each symbol on the display, acting as a wild. For every stop she makes, the payout is recalculated and awarded to the player. Jeannie is also a multiplier paying from 1X to 4X the standard award.

The Joker’s Wild multi-level progressive is housed in the GMLD cabinet and utilizes IGT’s Multi-Layer Display LCD screens. The game is designed to emulate stepper motors, but the outer layer LCD makes the images "pop out" of the machine to highlight wins, bonus symbols and special features. The game features both horizontally and vertically expanding wild symbols, and a five-level progressive jackpot in a "winner take all" fashion. During free spin bonuses, players can win one or more progressive jackpots.

Star Wars™ introduces the first competitive group play bonus with more multi-bonus scatter symbols for an increased chance of the speeder bike bonus level. This community gaming bonus round sees one player proceeding onto the jackpot levels, while the rest receive consolation prizes. The multi-bonus event is triggered every eight minutes for pure excitement.

Sydney Omarr’s® Zodiac Wheel is another MegaJackpots game featuring persistence. Various symbols on the game reels have small icons on the top bonus reel. Five scattered symbols will spin the top reel to award a bonus multiplier amount. Players may initiate Sydney’s virtual reel after one multiplier is awarded, or they can collect up to 12 multipliers for a better chance at the 15 free spins bonus. Sydney Omarr’s Zodiac Wheel features game persistence, where the game maintains the multipliers awarded on the top reel until the virtual reel is initiated. In the case of the Scavenger Hunt, the games feature player persistence, where the current levels are retained for the individual player.

Jeopardy!® offers a new look with 60 paylines and stacked wilds. The five categories on the bonus round correspond to the five reels. In the bonus free spins the player can win the same progressive levels multiple times and may also progress to higher progressive bonus rounds as well—Double Jeopardy and Final Jeopardy. KR & JW

Konami’s Advantage
Konami Gaming certainly showed that size is an advantage at this year’s show through its largest G2E booth to date and its widely successful Advantage 5™ platform, which it launched at last year’s show. The first 5-reel stepper platform in the industry with full size mechanical reels, Advantage 5 features multi-color LED behind-the-reel displays, VFD game information display, forward and reverse spins where players can stop the reels and a 19" color touchscreen LCD top-box. "Our Advantage 5 product has been doing extremely well in the North American market," said Leah Steinhardt, marketing manager. "With themes like Vibrant 7s™ where each reel can display up to 256 colors, game themes offer players a visual and engaging gaming experience."

Other titles available on the Advantage 5 platform are Diamond Spinner™, Dragon Crystal™ and Pele Hawaiian Goddess™. Diamond Spinner is a 5-reel, 25-line game that features a free game bonus and number bonus; when any color of two diamonds appear on the center line on the first and second reels, they are held and reels three, four and five are re-spun once. In Dragon Crystal, when the bonus game event is triggered, the player must push a button to determine the color for each symbol. A 5-reel, 25-line game, Pele Hawaiian Goddess features a free spin event that’s triggered when three bonus symbols appear in any position on the second, third and fourth reels.

On select video and stepper titles, Konami also showcased its new bonus round feature Mirror Reels™. With this unique bonus concept, two or more reels display the same symbols in the same row. With more chances for a five-symbol win, the excitement and anticipation builds. Game themes include Lion’s Law™, which gives players the chance to win up to 12 free games.

The newest addition to Konami’s mystery progressive line is its first community-style product, Beat the Field™. This four-level progressive supports most of Konami’s video game types and features a horserace bonus event and a community bonus game where all eligible players race for a progressive. "One progressive level is awarded for each race," Steinhardt added, "which really encourages higher bets and more excitement." And one of the biggest advantages Konami has with its progressive products is that operators can use them on video and stepper reel products.

Also on display was Konami’s K2V 2.0 platform, featuring its latest video slot products with numerous increased capabilities. The K2V 2.0 platform is now SAS 6.0 compatible, has allowance for internal, standalones progressives without controllers, extended ROM capabilities to run dual LCDs, higher volatility and enhanced sound packages. An extra bet feature, Xtra-Reward™, is also offered on the K2V video platform. This bet feature lets players activate the extra feature with a certain amount of extra credits per 1 bet line. If the extra feature is bet, the player is awarded the extra feature. If not, only the base game is played. With great game titles like Tiger Nights™, Viking Legends™, African Diamond™ and Aztec Kingdom™, the enhanced capabilities of this platform will give your casino a clear advantage.

Aristocrat, the Real Thing
Swimming in the midst of Aristocrat’s expansive silver, white and blue booth was the newest member to its video slot lineup, JAWS™. Based on the Universal Studio’s classic Academy Award-winning film, JAWS is a new Jackpot link with handcrafted themed cabinets, game fishing chairs and noteworthy signage. "We’ve modified our product packaging for JAWS," said Doug Fallon, director of marketing for Aristocrat Technologies. "Players see lights around the edge of the machine and a mechanical buoy goes off when the player enters a bonus round. This last feature is something you have to see…it will knock players off their seats". This dynamic new product also contains four bonus features plus a standard free game feature, iconic JAWS music, film footage and symbols. "This product is all about movement, sound, visual interest and great game play, creating a fully themed product package," added Fallon.

Hit The Heights™ breaks new ground in design, function, bonusing potential and floor presence for casino operators. This product is an entirely new game category from Aristocrat that features Firecracker™ bonuses, which are attractive to operators and exciting for players. This slot product incorporates two "video wheel" bonuses, one unique to the individual game theme, and a second "Hit The Heights" wheel feature that is common in all base games. "The cabinet also has a larger than life 40- inch top-box," said Fallon. "In the Hit The Heights bonus rounds, players actually build a wheel of prizes; fireworks light up and circle the wheel, which increment the bonus prizes—the more times the fireworks circle the wheel the, higher the potential prize. When players land on the feature prize, a huge fireworks display goes off in the top-box while players watch the prizes grow."

Aristocrat also displayed its first multi-game, multi-denom Double Standalone Progressive™ jackpot product, Jackpot Royale™. "In Jackpot Royale, the number of lines chosen automatically changes depending on the denomination the player chooses," Fallon noted. The product runs on Aristocrat’s award-winning VIRIDIAN™ GEN7™ platform.

One of the showstoppers at the Aristocrat booth was the unveiling of the revolutionary VIRIDIAN RFX™ Stepper, the latest 3- and 5-reel mechanical slot product available in the VIRIDIAN cabinet. Utilizing many of the same proven features and capabilities of the original GEN7 platform including dynamic scorecards, player selectable bet and line structures, hi-res graphics, high quality stereo sound and a range of multi-denomination games; the VIRIDIAN RFX stepper was engineered to increase game immersion and performance. "We decided to create a distinctive stepper for a unique marketplace," said Fallon. "The decision was made to build this product from the ground up by utilizing the latest and greatest technology in the market while simultaneously improving the overall player experience," he concluded. Immediately under the reels, there is a 16" by 5" touchscreen LCD display that shows credits, bet wins and game pay structures. This also provides an avenue for player interaction with the game through interactive bonus features such as free games, random and player’s choice bonusing. The VIRIDIAN RFX stepper houses the latest in advanced reel and lighting technology from Gamesman, and enhanced stereo sound to add to the gaming experience. In addition, the VIRIDIAN RFX stepper is RoHS compliant and uses environmentally responsible design and production methods, maintaining Aristocrat's corporate commitment to greener gaming.

"The VIRIDIAN RFX stepper is also compatible under our new Mega Million$er™ multi-site progressive, which offers a $1 million top award in GLI and a $2 million top award in Nevada," said Fallon. "It’s amazing to see one half of the bank filled with our latest stepper products and the other half showcasing our video products. It really helps the operators deliver a larger variety of games to players, making this a very flexible product."

At last year’s G2E show, Aristocrat unveiled one of the most anticipated games in the industry, The Sopranos™ progressive stepper product. This year, Aristocrat took this product to another level with an enhanced video version that includes tons of video and audio clips from The Sopranos television series, adding five new thrilling bonusing features. The Sopranos video slot product will launch with two action-packed game titles; Respect the Bling™, and This thing of ours™.

"One of Aristocrat’s greatest strengths is that we continually introduce new types of game play," said Fallon. "Our theme for this year at G2E focused around Aristocrat products being the ‘Real Thing’. Over the years Aristocrat has introduced product categories that have become and maintained their status as proven leaders in performance on casino floors. Known for our high earning low-denom, multi-line games, we continue to introduce new and innovative product categories demonstrating the true depth of our product portfolio." Advances in game play like Bonus Bank™, Reel Power™ and Hyperlink™ have added entertaining new ways for players to interact while providing additional ways to win, helping position Aristocrat as a market leader in the gaming industry. "Different product categories provide different player experiences," said Fallon. "There is a science to getting the recipe right; whether it’s increasing the number of lines, increasing the minimum bet, playing reels rather than lines or adding the incentive of multi-level progressives—each of these ingredients cater to different generations and tastes of players." Some of the newer categories being introduced by Aristocrat are XTRA Reel Power™, providing up to 1,024 ways to win; Power Pay™, where players can incorporate an ante bet on top of their standard bet for a chance to qualify for extra bonus features; and Bonus Bank progressives involving up to six bonus features and two levels of progressive jackpots.

Your Bally, Your Way
There was no way you missed Bally Technologies’ booth if you were at G2E this year. With directional road-sign inspired banners leading attendees straight to a huge array of new products, Bally’s booth was larger and more visible than ever before.

Video Slots
Bally wanted to make it easier for players to play its games, and one way it did so was with the Easy View™ video display interface and the Easy Select™ button deck. "The Easy View interface enhances the player experience from game to game with a consistent look and placement of touchscreen icons and other key game information," said Greg Colella, director of product management. "We’ve also redesigned the on-screen game icons to make it easier for players to see game information." Bally’s Easy Select button deck also enhances the player’s experience with large, easy-to-read oval backlit buttons listing specific wagering amounts and an oversized backlit "Spin/Rebet" button.

Bally’s taken the guesswork out of banking groups of games with its new packaged game collections, the Treasure Series, the Monkey Series, and the Wild Series. Inside these packages are an expanded library of new video titles, including a variety of new higher volatility video slots that appeal to gamblers and repeat players seeking higher-volatility experiences.

Perhaps the most intriguing new product at Bally’s booth was its DualVision™ multi-player gaming platform based on the company’s popular CineVision™ gaming cabinet. "DualVision features a single, segmented video display, bench seating for two, and a common bill acceptor specifically designed for ‘couples’ or ‘friends’ play," Colella said. The DualVision cabinets on display featured Bally’s new Two for the Money™ game.

Also at the show were a variety of new licensed gaming products, including an addition to Bally’s Playboy® series games. Featured on Bally’s V32 video slot platform with its 32-inch vertical touchscreen video display, the new game is now available for sale rather than through a participation model.

Featuring the tagline: "Play Better. Win More.", Bally also presented enhanced versions of its two retro-themed Skill Series™ Atari® video slots—Breakout!™ and Pong™. Bally also debuted another licensed title called Breeders’ Cup™, a horseracing themed game.

New Cabinets
New cabinet designs were also displayed at the show. Besides its DualVision cabinet, another hard-to-miss design was the giant new series of eight 12-foot tall ALPHA Elite Jumbo cabinet styles. These cabinets are larger than life and offer great game themes like Mermaid’s Treasure™. Rounding out its other new cabinet designs were a new dual-screen ALPHA Elite Slant, a new space-saving FineLine™ cabinet, and the ALPHA Elite Specialty Slot.

Stepper Products
Bally also showed off its expanded stepper library with a ton of new ALPHA Elite S9E uprights and 10 new ALPHA Elite S9C™ games. Its breakthrough hit Blazing 7s Multi-Shot™ Stepper is one of the first reel-spinners to offer multiple games on a single platform. Also new is Bally Technologies’ Transparent Reels stepper product, which uses proprietary technology to simulate a unique three-dimensional video effect over the reels. Some of the new specialty games featured on this platform are Hot N’Wild Blazing Stars™, Hot N’Wild Ruby Rush™, Dragon Dynasty™, Twin Tigers™, Sky™, and Sky Spirits™. The company also showcased a dramatic new combination video and stepper slot product based on the ALPHA Elite Specialty Slot.

Bally highlighted eight new games that build upon the success of the popular Quick Hit™ five-reel steppers—Quick Hit Golden Bell™, Quick Hit Wild Blue™, Quick Hit Wild Red™, Quick Hit White Fire™, Quick Hit Silver Rain™, Quick Hit Amber Rays™, Quick Hit Starlight Fire™, and Quick Hit Gold Storm™. Its Quick Hit Platinum games on the dramatic V32 vertical upright video slot also featured new Quick Hit Diamonds™ games: Quick Hit Wild Red Jackpot™, Quick Hit Wild Blue Jackpot™, and Quick Hit White Fire™.

Progressives
In its progressive line, Bally’s new Cash Wheel™ progressive slot with a Cash Wheel Instant Spin game was on display, as well as a new variation of Power Progressives with the debut of the new Power Progressive Platinum™ on the V32 with three new game titles: White Gold™, Double Wild Rose™, and Rich & Famous™; as well as five-reel and multi-line, three-reel versions of this game series. In its popular Hot Shot™ series, Bally unveiled Ultimate Hot Shot Progressive™, a five-level progressive with a game-in-game bonus and a top-wheel bonus feature.

Other specialty game highlights were 1,000,000 Degrees™, a million-dollar wide-area progressive product now available for the Class III gaming market that can be linked to Bally’s existing Millionaire Sevens™ wide-area progressives; Cash Burst™, an innovative dual-screen gaming experience; and two Digital Tower Series™ games: Fireball™ and QuarterMillion$ Tower of Power™.

Another of Bally’s featured game concepts was Power Strike™, a progressive video slot that adds the cost of a top prize, such as a motorcycle, boat, car, or vacation, into the game’s mathematical formula. This allows that cost to be configured into the top jackpot award as if it were cash.

With so many products on display, it’s easy to see why Bally can deliver any product or system "Your Way." It is "Your Bally," after all.

A.C. Coin Breaks from Status Quo
While other slot vendors were ushering attendees from new slot title to new slot title, A.C. Coin & Slot had a different business strategy at this year’s G2E. Instead of inviting customers to a large display booth showcasing its many new products, A.C. Coin had a discrete hospitality booth in the far back of the Las Vegas Convention Center. "Our booth couldn’t have been any more hidden even if it was in the parking lot," said Chris Strano, vice president of marketing and sales for A.C. Coin. " We are in different times; we have to do things differently. We decided early this year not to focus on a tradeshow but rather invest in bringing more slot product to market. While other vendors are spending money showing what they can do, we’re doing it now."

That’s because instead of spending hundreds of thousands of dollars for a G2E booth, A.C. Coin invested that capital in pushing its new products through testing to get them out and ready for lease even before the show started. "We wanted to make our casino partners more money," Strano added. "We’re in a daily fee business and for our business to thrive, we need to increase our product offerings, make them more diverse and flexible for the operator, and make them more fun and a better value proposition for the player."

Most vendors use the show as a beta or test lab for their new products, but instead of taking that route, A.C. Coin spent its money in R&D and testing. "In the past four months we’ve added more than a dozen new products into the market that we didn’t have plans for, and we have 18 products coming out in the first six months of 2009, all stemming from not being a part of the show," said Strano.

For those customers that just had to check out A.C. Coin’s latest products while at G2E, the team was ready with a tour bus and a few drinks. If you hopped into one of the buses, your host would take you down the strip for an up-close and personal tour of A.C. Coin’s Mega Bonus Slot products and other casino supply products found at almost all of the major strip resorts. This gave their customers a much more realistic idea of how the games are performing, in what denominations and configurations, and how player’s were responding to the games.

"We’re also urging customers to come to our headquarters in Atlantic City," Strano added. "We’ve got a solid strategy we’d like to share with them. Our customers need us right now. Our players need us right now. We haven’t pulled out of the show, but we’re a stronger business because of this decision."

GameTech
With gaming solutions sold in Latin America, Mexico and the UK, GameTech is looking forward to some exciting developments, including the bingo market, where the company is a dominant player. Highlighted at G2E was GameTech’s Elite 3 system with player-tracking capabilities, a full accounting system and a virtual flashboard with streaming video. It is the first server-based system designed for both bingo and casino operators, supporting Class II, Class III and bingo. Elite 3 supports two types of wireless player units and a growing library of exciting games.

Also drawing attention is the GameTech Mini, a lightweight, very portable gaming device with a full-color LCD screen. It supports Class III server-based games, Class II, conventional bingo and skill-based games. "We are trying to reinvent bingo to get new players and make it more exciting," said Timothy J. Minard, senior vice president, sales and marketing. "We are adding value for the bingo hall and the player."

GameTech also boats a series of games in standard upright and slant-top cases. This includes a variety of video poker, keno, video slots and bingo products. The wireless devices also support bingo, poker, keno and video slots. A series of Class III spinning-reel stepper slots will be introduced next year.

Cadillac Jack’s Focus on Performance
Cadillac Jack kept a sharp focus on performance at this year’s G2E with a strong line-up of new products for the Class II, Class III and Mexican markets. During the past year, the company has concentrated on developing and upgrading its games and systems for entry into the Class III market, and early results have been very encouraging. "We successfully launched our new Class III products in California’s tribal casinos earlier this year, and expect to build a much larger presence there in 2009," said Gene Chayevsky, chairman and CEO.

All games on display at the booth were available for both Class II and Class III as well as for the Mexico market, and are currently available now or within the next three months. "Our focus is to provide greater entertainment value for the player through richer content games that have a wider range of exciting bonus features," added Chayevsky.

Cadillac Jack showcased its new 50 Line video products in a prominent bank topped by attractive signage and featured three new titles: Coyote Country™, Tiger Magic™ and Wild Ninja™. All three themes in this new product line feature free spins and players have the added bonus of purchasing two lines for the price of one.

Perhaps the most energizing game at the booth was the company’s amped-up, new version of its successful wide area progressive, Cadillac Cash Pump It Up™. The lively game rewards loyal players with a unique high percentage payback bonus. Additionally there are multi-level scatters which award free games, an interactive pick bonus, and high energy frenzy spins. And don’t forget about the chance to win the sizeable wide area progressive jackpot.

Cadillac Jack continued to advance its video reel products with high performing free spin games on new titles such as Geckos Gone Wild™, Wendell & Sparks™ and Winnicus Maximus™. "Our customers appreciate the improved performance of our products and they are seeing greater profitability with our new titles," noted Gina Lanphear, Cadillac Jack’s director of marketing.

With a focused vision for the company’s future and the strength of its new product line, Cadillac Jack is well positioned to weather the economic crisis and take advantage of new opportunities that present themselves. Chayevsky is certain, "Cadillac Jack will not only join the ranks of other successful Class III vendors, but will also become an innovator in the industry."

GTECH’s Gaming Solution
Now that GTECH has completed its acquisition of Atronic, it’s combining its central system expertise with the strength of Atronic’s casino innovations and Spielo’s international lottery success to create full service gaming solutions. Visitors to the Atronic/Spielo booth at G2E this year saw how GTECH’s Gaming Solutions group has pooled its products and technologies to offer the most comprehensive product line to date.

Atronic, which specializes in the casino market, is playing a big role within the group—so big, it’s moved its headquarters from Scottsdale to the center of the action in Las Vegas. With a new office and new synergies between GTECH and its Gaming Solutions subsidiaries, the companies were ready to bring "A New Era of Gaming Solutions" to this year’s G2E.

The prodiGi VuTM cabinet was one of the stars of the show. It boasts dual 22" wide screen LCD panels, an ergonomic design with a remote button for added player comfort, and is fully downloadable—a winning combination for buyers. The prodiGi Vu’s powerful new sensysTM platform was a welcome solution for customers moving toward enhanced graphics and features, downloadable games, and server-based gaming.

Visitors were swept into a new dimension of linked gaming with Stargate SG-1™, a multi-bonus progressive link based on the blockbuster movie and popular TV series. The eye-catching Stargate SG-1 merchandising package drew crowds from across the convention floor.

The TITAN™, a fully functional, oversized video gaming machine, now upgraded to operate on the Hi(!)bility™ platform, impressed customers. Standing at 6.5 feet high and over 3 feet wide, the TITAN boasts a range of enhanced features and exciting games like the new Deal or No Deal What’s Your Deal™ game. A departure from traditional reels, the game invites players to spin a 12-section wheel that could land on one of three exciting Case bonus triggers.

Deal or No Deal Join’ n Play™, another addition to the proven Deal or No Deal™ titles, and an exciting part of Atronic's Community Bonus Series™, thrilled visitors. Awed by the sight of five integrated vertical 46-inch LCDs, visitors were riveted by the Deal or No Deal Join’ n Play guaranteed bonus.

Players also celebrate the joy of shared wins in another addition to Atronic’s Community Bonus Series, the Tree of Riches™ concept. A mystery trigger starts the Tree of Riches bonus round where players choose interactive bird characters to help them shake the tree and win big. Golden bills offer additional bonus rounds with even higher prizes.

Meanwhile, Jewelly™—the first bonus feature game of its kind in North America to add a multi-level standalone progressive to a multi-game line-up—drew crowds and even television cameras. Las Vegas’ local Fox News affiliate, KVVU, featured the bonus game in a TV news report previewing G2E.

Modern technology met classic comedy on The Three Stooges™, an e2™ game based on Larry, Moe and Curly’s slapstick adventures. Players enjoyed the nostalgia of black-and-white video clips from the original films, while cheering to three levels of progressives and multi-tiered bonus rounds in vivid contemporary graphics and color.

The INTELLIGEN™ video central system garnered applause from visitors. It offers customers the industry’s first wide-area GSA standards-based product, allowing electronic gaming machines to communicate with the system. Users will be able to monitor individual terminals, in real time, and support in-house and wide-area progressive electronic gaming machines.

The G2E exhibit boasted the dazzling premiere of the Passion Deluxe™ Super Top 5 reel with a 32-inch LCD screen. The full-size reels backlit by LED technology, and powerful frame lights that respond to game play, will attract a crowd on casino floors.

State-of-the-art e2 Slant™ cabinets demonstrated the latest in player comfort. Users were immersed in the action on the e2 Slant’s 19-inch or 22-inch dual screen cabinets—and could easily see the long-term benefits for their casino floors, thanks to the e2 cabinet’s adaptable technology.

Ainsworth, Game Plus™
Amid great new game designs and flashy signage, Ainsworth Game Technology showcased new bonusing concepts and energetic progressive products at this year’s show. In its 30-, 40-, and 50-line product category, FireStrike™ lit up the booth. A standalone progressive product with great presentation and engaging graphics, FireStrike’s game themes offer mixed pays, tons of stacked wilds and plenty of retriggers.

House of Fortune™, a progressive linked product with three mystery jackpot levels, also made a statement at Ainsworth’s booth. The well-designed Asian-inspired signage and graphics only complemented its Asian game themes, including new titles Rat™, Rooster™, Dog™, and Pig™. Available with variable bonusing and payout features, most game titles are available in 20, 25 and 30 lines.

"We wanted something different for the 5-cent market," said Jason Meyer, product marketing manager, about Ainsworth’s Double Hit™ product. And Double Hit is certainly that. According to Meyer, Double Hit is currently the number one game in Australia and it’s now headed to the North American market. This mid-denom, standalone progressive features game themes like Solid Gold™, Wonder World™ and Royal Diamond™. But what really makes Double Hit stand out is its rapid hit bonusing. "If players are going to bet $1 per game, they expect to hit something all the time," said Meyer. "With Double Hits, free games are happening all the time."

Another new bonusing concept was Double Action™. This new variation allows players the opportunity to select 25 paylines plus an extra 5-credit wager in the primary game to win the Double Action 50-line free game feature. Wild Birds™ and Devil Dollars™ make up the base games, featuring multiple stacked bonuses and player choice free game features.

Systems and Technology

Agilysys Emphasizes BI and Self-Service
Economize. In the current recession, that’s the marching order fanning out through the casino industry. And when vendors came to G2E 2008, they clearly were hearing about it from their casino customers: How can this product help me increase ROI? How will this solution help me achieve in-house economies?

"Customers are definitely concerned about the economic downturn and are interested in finding solutions that help them reduce overhead, cut costs and maximize efficiency," said Tina Stehle, senior vice president and general manager of Agilysys Hospitality Solutions. As a result, her company is emphasizing its Hospitality Analytics solution. It’s a business intelligence tool that collects data from multiple and often disparate systems as well as from various geographic locations within an organization and consolidates it into a single and integrated portal for reporting and predictive analysis. "It provides the data you need to make up-to-the-minute, fact-based business decisions and stay one step ahead of the competition," she explained.

Another industry demand is for self-service applications that will enable reduced staffing. Restaurant orders, for example, can be placed through Agilysys’ InfoGenesis POS™ kiosks. And Fontainebleau Miami just went "live" with the InfoGenesis eMenu solution, which enables in-room dining and check-in/check-out functions to be routed through iMacs that are available in every hotel room.

If you’ve ever been to Rio in Las Vegas and have experienced the touch-sensitive Microsoft Surface tables at i-Bar, well, Agilysys is working on something for those too. The company’s in-development software will enable businesses with whom you’ve partnered to highlight their locations on the mapping feature so that guests can pull up lodging prospects, reserve tee times, view restaurant menus and more.

"We’ve received a lot of great ideas this week," Stehle said, some of which will be incorporated into Agilysys’ Surface-friendly software. She predicts the company will have a pilot ready in approximately 90 days.

Stay tuned.

Iverson Gaming Systems
Iverson Gaming Systems offers a number of solutions for the gaming industry, including slot and player tracking, route operations accounting, comprehensive slot accounting, cashless gaming and visual analytical products.

Slot Master Graphics is a player interface. "It’s a see it, hear it, touch it experience for the player," explained Jennifer Masiko, global marketing director for Iverson. It increases casino revenue by advertising and offering player functionality at the game. A racino, for example, may show streaming video of a horse race while players are playing slots. A player may chose to make a restaurant reservation directly from the player interface.

The Iverson Floor Map is a visual product showing the complete casino floor at-a-glance. By moving the mouse over a machine, an instant window displays machine data such as profitability. A drill-down capability is offered to show detailed information about the machine. Anything that SAS can communicate about a machine can be displayed. The system also has alerts that can be used as a dispatching system for instances where intervention is required, such as a paper jam. These alerts can be sent to a cell phone for ease of contacting your floor staff. The map itself can be flipped horizontally or vertically, or both, to ensure that your position matches the proper orientation of the casino floor.

The Iverson Desktop Dashboard offers visual and BI information in the form of graphs, gauges and charts. It, too, offers more detailed information by simply moving the mouse. On a bar graph, for example, moving the mouse over one of the bars will display the information relating to that data. The system allows easy customization of the dashboard using drag-and-drop operations. For users who have Excel spreadsheets, the system can pull data from these sheets, updating the dashboard display whenever the spreadsheet changes. There are currently over 40 KPIs included, with more being added.

The platform is very flexible and customizable. Iverson also offers customization work if required.

Casino Data Imaging
Casino Data Imaging, better known as CDI, is well established in the industry for providing visual gaming data analysis. The latest product offering is an innovative solution tying customer service and visualization. CDI’s Games Amenities Locator, iGuide, was developed as a result of input from several large casino clients. iGuide is a simple-to-use touchscreen casino floor map allowing patrons to locate virtually any service within the facility. Within three selections of the screen menu, customers can locate anything they want.

Through the use of navigation and ticket printing, customers can obtain a walking map to their desired location. Promotional coupons can be printed that take advantage of amenities that the player will pass. Major landmarks are highlighted making it easy for the customer to navigate the floor. An Amazon-like feature recommends other games and amenities that may be of interest to the patron, based upon previous patron selections.

Within the simple interface lies a great marketing opportunity. The operator can promote various games, themes and areas of the floor by recommending them to the patron during a location search. Restaurants can maintain their own content allowing them to display the daily specials or their entire menu. The customer can also make reservations directly through iGuide.

The iGuide can be used to show the customer current attractions and events taking place at the casino. Progressive jackpot amounts can be displayed, viewed on a website version, or sent to a cell phone when certain levels are reached. The system can also display jackpot winners, including photographs and video. A player can get an instant routing map to the particular game directly from the jackpot winners display.

iGuide promises to be a key customer service tool as open networks are introduced. The features and capabilities are almost limitless, yet the interface is simple and intuitive for patrons.

Global Cash Access (GCA)
Launching a re-freshed brand initiative at G2E this year, Global Cash Access was eager to show us that the quality was as reliable as ever. Scott Dowty executive vice president, business development, demonstrated the extraordinarily multi-functioned QuickWager system, which speedily enrolls patrons into a wagering account from which they can then load and redeem funds at slots, enabled table games and peripheral devices. "This system is all about reducing costs, increasing efficiency and maximizing patron loyalty," said Dowty. "QuickWager has a number of other dynamic functions as well, such as adding marketing promotions, messaging and dynamic marketing." Dowty then showed us how after creating an account, a special offer was instantly sent directly to our cell phone. "This system is one of the ways CGA, even with our strong market position, is not going to stop innovating," said Dowty. In addition to reducing cage needs, QuickWager’s data collection also provides casinos with more tools than ever to track, bonus and cater to players. Dowty also showed us the Dynamic Currency Conversion system, which allows for customization to service multiple currencies. Be it baht, yuan or dollars, this currency conversion system allows patrons to use the currency they are more comfortable with in a format that is clear and understandable.

IGT - Networked Systems
sbX - Operators aren’t necessarily convinced that server-based gaming is viable, and many are reluctant to convert their entire floor to support it. Tier 1, the first viable, commercially available software solution will be available early 2009. This package works with a small section of slots, from 40 to 100 machines. By wiring a small area with CAT-6 and investing in 40-100 AVP machines, you are ready for networked gaming from IGT. It provides the server, maintenance on the server, the floor manager tool, support and professional services. These managed services are available for a monthly fee. This service provides full access to the AVP game library. Starting with 80 games, IGT plans six new game releases each month. The Floor Manager allows the networked game themes to be changed from a central location without the purchase of conversion kits and without having to take the machines offline or perform the conversion on the casino floor.

The Floor Manager allows a multiple range of methods by which you can select games for modification. You can select games from the visual floor map, search by denomination, location, theme or any other attributes you can think of. Once selected, these machines can be grouped in a saved category for easy changes later. The machines can be changed in any manner you wish, such as denomination changes on busy weekend nights. The changes can be applied immediately or scheduled for a future time, either one time or recurring.

IGT has partnered with Strategy-9 from Canada to provide an exciting slot tournament. It uses a wireless, handheld computer to configure the tournament and enter players’ names. The master of ceremonies can prepare the players for the tournament easily and with minimal effort. The interface shows each player and his or her score, tabulating and displaying in real-time. The entire scoring process is automated with the results being sent to the backroom system. Players simply have to sign the computer at the end of the tournament to verify their score.

The Media Manager Application drives and enables the service window on the gaming machines. An operator may put its brand logo onto the top of the service window and insert advertising for new games, hotel offerings, etc. Each player has a personal "inbox" that can contain messages from the casino and special promotional offers. These can be printed on the machine’s ticket printer. Players may use the service window to make reservations or order beverages, selecting from the easy-to use menus shown within the window. Should you move to another game before your beverage arrives, the system will re-route the beverage server to your new machine.

Media Manager is a comprehensive solution allowing an operator to manage themes, media events, a media library, plug-in applications, media displays and templates. All applications on the service window are considered plug-ins and each has its own multimedia display format. For example, a carded player may have a window with a blue background while an un-carded player may see a red background.

The Media Manager obtains information from the patron management system, allowing personal items to be scheduled and displayed. Your patrons may see a cake on their service window when visiting on their birthday, for example.

Advantage® Systems products continue to improve and new solutions have been created. There are currently more than 200 installed Advantage® customers. The systems include a direct Ethernet connection via the sb NexGen™ device and an interface with the sbX system using S2S protocols. IGT is ready for the networked floor of the future.

Advantage® Bonusing is one feature that is attracting attention. It can be configured by credit-in, time on device or both. It is linked to a bank of machines with each machine contributing to the bonus pool, which is triggered randomly. The system can be set to award only carded players, or both carded and un-carded. The award can be given as extra credits to a patron account or put into credits for free play. Players are shown the amount of free-play credit and a message that they are playing "on the house". A tally of bonus wins is also displayed.

MCA PROCESSING
MCA might be a relatively new name in the casino redemption equipment business, but its solutions certainly aren’t. Unlike other redemption companies, MCA uses off-the-shelf, tried and true ATM software products. "Typically, redemption companies write their own software. What we use runs virtually every ATM in every bank," said David Balmer, executive vice president. "We didn’t want to reinvent the wheel, so we use what’s secure and PCI compliant. We then add our ticket redemption software and ensure the two pieces interface." What you end up with is an extremely reliable piece of hardware and software.

MCA works with companies like Global Cash Access, providing the equipment GCA’s services run on. It also provides standalone ticket redemption kiosks for those that don’t, or can’t like Atlantic City, allow ATM transactions on a redemption machine.

Have a redemption machine on your floor that’s not running so smooth? MCA may be able to retrofit its software into your existing machines, reducing waste, saving money and ensuring you get the most reliable, secure and robust product for less. In fact, that’s what it is doing for Harrah’s complete fleet right now.

MCA even has the service to match its products’ reliability. "Our machines are extremely reliable and have a very high up time, just like bank ATMs. If there’s an issue, we usually know what the machine’s problem is before our customers do." With old-school customer service like that, even though MCA might be "new" its business practices are certainly still tried and true.

Complete Suite: Bally Technologies
Bally Technologies has perhaps the most complete suite of gaming systems. Currently offering ACSC Version 11, it has a long history of support and upgrades, increasing in functionality as time progresses. SDS version 11 is built on a modular platform, operating under both Windows and Unix to provide a robust solution that is very scalable. The Windows platform allows Bally to focus on smaller casinos, which are typically Windows-based. The systems are completely international as all literals are stored externally, allowing all communications to take place in any supported language.

iVIEW Display Manager is an innovative offering with an on-screen display that’s designed to allow player interaction. As it does not affect the game software, regulatory approval is much easier. It also recognizes whether a player is right-handed or left-handed, from the player tracking information.

Bally is quickly moving to the "Networked Floor of the Future" supporting a host of networked operations. The download configuration allows more than 100 attributes of the game to be modified and sent to the game. It supports the G2S settings from the GSA standards. In the booth was a host of games from Konami and Aristocrat as well, all configured through the Bally Download Configuration Manager. The DCM allows content from other approved manufacturers to be sent to their respective slot machines, simplifying content management through one central location.

Bally Power Card uses stored-value cards for player convenience. Players can swipe the cards at a kiosk or use the card at a slot machine. This is the next step beyond TITO, allowing patrons to maintain their cash balance on their card and use it wherever and whenever it is convenient. It could also be used for second chance wagering at the machine level, such as the purchase of lottery tickets. Look for Power Card in late March or early April.

Bally Live Rewards is a configurable suite of bonusing solutions that allow casino operators to increase player wagering and time on device while rewarding players with extra entertainment and bonus prizes. Through base game play, players automatically earn promotional Play Points.

Bally’s new mobile application allows cellular telephone interaction with the systems. Personalized marketing content can be sent to players and two-way communication allows them to communicate with you, accepting an offer, requesting information, etc.

Bally’s Business Intelligence Solutions provides the tools needed to analyze and visualize business data throughout the complete enterprise. Based upon Bally’s data warehouse, information from various systems is gathered in a central repository, allowing you to gain access to the information you require, when you require it. The dashboard utility offers more than 650 predefined KPIs to give an at-a-glance look at the information you require. The visualization module allows you to quickly and easily look at your operations, and you can drill-down into the data to provide game and customer information to help you make business decisions.

Microsoft
Whether you are an operator, vendor or consumer, new and exciting technologies are at your fingertips through Microsoft’s technologies and platform.

One of those technologies is Microsoft Surface, an interactive digital table computer. Harrah’s recently partnered with Microsoft, and used Surface to create a uniquely personal and engaging social experience like no other: the iBar. At Rio’s on the Strip, tabletops come to life with a touch of a finger, delivering interactive, multi-user entertainment experiences only dreamed about. Applications like Flirt, Mixologists, High Roller, Dissed and Last Call, give patrons a unique way to chat and meet people, order drinks, play games and listen to music. But that’s just the rim of the martini glass—Microsoft is ready to partner with your business today to bring your ideas to life.

Major system vendors like Bally and Agilysys have also partnered with Microsoft to make more efficient products. Both vendors have added solutions to their system products tailored to customers’ needs, and made possible through Microsoft’s robust platform. "Microsoft enables the solution providers in the industry to take their products to the next level," said Sandra Andrews, Hospitality Industry Solutions Director for Microsoft’s Enterprise Partner Group. "We help optimize our partners business, creating connected experiences and exceeding the end-users expectations."

LVGI Leapfrogs SBG
Not only does Las Vegas Gaming Inc. (LVGI) reside on Ali Baba Lane, it came to G2E with an "open sesame," in the form of its Player Vision suite of software applications. Although LVGI recently teamed up with International Game Technology and had been working with the slot behemoth for only a month prior to G2E, many of Player Vision’s software applications equal and even leapfrog what server-based gaming has been promising to do.

LVGI is bringing innovative software to the industry. "Our applications are running through PlayerVision on main game screens, on player tracking screens, on side screens, on IGT sbNextGen and on IGT sbService Window," said LVGI CEO Jon Berkley. "Advision, Streaming TV, Streaming Audio, NumberVision, WagerVision, Beverage-on-Demand and VoyeurVision are all being shown here on the newest as well some of the oldest slot machines in the industry."

According to LVGI, its Beverage-on-Demand application is near deployment. Rather than being at the mercy of the cocktail waitress, this allows slot players to order drinks without leaving their stools. Their order is sent via touchscreen to the nearest bar, which can track what was ordered, when and how long it’s taking to be fulfilled. And, if you’re using your slot-club card, drink service can follow you around the floor.

Functions like this and Voyeur Vision, which gives players an eye-in-the-sky view of other parts of the casino floor, are designed to be compatible "across multiple platforms, old, current and new," according to LVGI Chief Operating Officer Zak Khal. Depending on the vintage of the machine, they can be run off of small screens bolted onto the side of the slot, off secondary, middle screens, or on the top box itself.

A video-on-demand service is already available at Treasure Island, the Four Queens and several other casinos. A keno game, Nevada Numbers, eventually will also garnish the slot player’s multi-tasking experience. LVGI is developing in-room versions of these applications, with the client’s imagination the only limit. "Almost every operator that we talk to invariably has a wish list of software applications that they want, once we open their eyes to the possibilities, such as interactive CRM and box office ticket sales," Khal said.

GameLogic
GameLogic currently has 25 casino customers in the United States and is experiencing rapid growth. The company takes advantage of current technology, offering Internet marketing opportunities for operators.

Direct-mail campaigns can be costly, rely upon entitlement and are limited to the speed of the mail service. Websites may prove to be the most important marketing tool for the future. They are low-cost, effective and can offer immediate access to your customers.

GameLogic will work with an operator to perform two operations for their website. Firstly, they create content. The Internet, and your website, is a media channel. Compelling content will encourage your customers to visit your website. Secondly, the website experience encourages more visits to your actual casino.

Players can log into your website using their players’ card, or sign in using other information such as name and e-mail address. New customers can be targeted as well as customer loyalty for existing patrons. Every person who logs into the site has a potentially different experience. It is a very segmented targeted marketing tool. Each session can market your casino, restaurants, entertainment venues, tournaments, etc.

Games on the website allow players to play for fun. The Trump Casinos receive an average of 50,000 active club members playing each month. More than 65 percent of these players are female, 55 years or older. They visit the site three times per week and play an average of 35 minutes each session.

The bonus games offer the patrons 20 credits each day, customizable by the casino operator. There is no cost for the play and different players are shown different potential prizes. The prizes could be food, entertainment, gifts, retail merchandise, or anything within your imagination. Ads on the website can be targeted down to individual customers, allowing further segmentation of your marketing programs, creating a brand loyalty.

Players who win prizes are able to print a coupon from their computer and bring it to the casino for redemption. The allowable time for redemption can vary by location. Analysis of GameLogic’s systems has shown a 30 percent increase in visits to casinos of players who interact with the operator’s website.

Micros
Micros is a systems provider, offering property management and POS systems. Including mobile terminals and a BI component, Micros’ Opera™ suite is a complete comp management solution for casinos, resorts and hotels. It includes front-desk, central reservations, revenue management, and customer information management modules.

The modular system has been designed as a multi-site, enterprise solution or as a single property solution. It interfaces to an existing player tracking system. The BI module includes a data warehouse, or, if your facility already has one, the system will interface to your existing one, offering further flexibility.

Simphony™ is Micros’ enterprise POS product. The system can be hosted by Micros on its servers or configured on operator’s own servers. When Micros hosts the server, the result is a smaller IT footprint requirement, lower cost of ownership and less technological costs. Simphony integrates to property management systems, gift cards, credit cards and includes a flexible set of Web-based tools.

The design is based upon openness and interoperability to provide a fully integrated solution. Micros has six partnerships, allowing kiosk solutions, inventory, spa & golf, RF liquor dispensing, and labor scheduling. It also has an interface that allows patrons to use their player points for fuel and convenience store products. 

Aristocrat Offers Myriad System Solutions
Aristocrat has a well-rounded offering of systems in its product line. Oasis 360™ allows an operator a 360-degree view of the patron in accounting; patron management; operations; bonusing; and integration with associated gaming such as bingo, keno, racing, POS, retail, and F&B. All in all, it’s an enterprise solution for any sized operation, from the largest wide-area enterprise to the smallest single-site facility.

Aristocrat uses current technology such as S2S protocols to speak to third-party vendors. It is Ethernet-ready, but not Ethernet-dependant. An operator may not have the capital available to upgrade the entire floor to CAT-6 cabling, so Aristocrat supports both Ethernet and serial communications simultaneously on one system.

Secondary bonus games are delivered to the player through the Sentinel III™ full color TFT display on Ethernet, with fully customizable content by the operator. Splashdown Countdown™ is part of the Speed Media™ suite of products. It is a promotion created by the operator with its own look and feel. It is a time-based event where patrons can play for cashable or non-cashable credits or bonus points. It extends time on device and increases game velocity. These awards do not go through the meter, so there is no direct game revenue impact for accounting purposes. Ricochet Rewards is the second bonus game, which gives random players random rewards. The operator can set all of the parameters regarding qualified players, how frequently the rewards hit and the range of credits paid. All of the secondary bonus game parameters are easily set through an intuitive graphical interface.

Aristocrat has also undertaken a joint venture with Bally Technologies to develop a Download Configuration Manager that is based on GSA Game to System (G2S) common protocol. Currently Aristocrat’s download manager can configure as well as send content to Bally, Konami and Aristocrat’s gaming machines. This allows easier management of downloadable game content over multiple vendor products from a single console.

TruServ™ is Aristocrat’s smart client server-based solution. Gaming devices store only items that are bandwidth intensive, such as graphical content and audio files. The Random Number Generator (RNG) and game logic reside on the server. Each machine establishes a connection with the server through a Virtual Private Network tunnel for added security. TruServ is an open and flexible platform that enables 3rd party content providers to port their content to TruServ via a robust and proven Game Development Kit (GDK).

Aristocrat’s TruServ lottery application is currently operating in Norway. When fully implemented the TruServ system is expected to accommodate approximately 6500 lottery terminals distributed across multiple locations throughout the country via Wide Area Network. This implementation of TruServ will operate in a cashless environment and has strong responsible gaming provisions as specified by the Norway lottery.

Gaming Support
Gaming Support offers digital sign solutions and targeted bonus prize offerings. Jackpot Junction™ provides real-time, casino-wide communication of jackpots, creating excitement for players. Bonus Box™ allows players to try for special awards such as digital cameras, mp3 players or any prize the casino wishes to offer.

"Since TITO was introduced, there is a perception among players that there aren’t as many jackpots," said Daniel Hanshaw, account manager. "Jackpot Junction lets the players know every time a jackpot is hit, showing them just how frequent these awards are."

Tying to progressive controllers and systems, Jackpot Junction receives jackpot signals and displays the wins throughout the enterprise—on the gaming floor, in restaurants, retail facilities, hotel lobby and even in hotel rooms. This brings people to the floor and ensures your jackpots don’t go unnoticed.

Bonus Box allows the operator to select prize offerings for players. A space-age cylinder showcases the prizes beside the machine, promoting play. It is ideally situated for games and areas where current levels of play may be declining or below your floor’s average. A percentage of coin-in is attributed to the Bonus Box prize, which is awarded as a mystery bonus.

Avatier
Avatier offers identity management solutions allowing user provisioning at the speed of business. Avatier’s systems are a logical fit with infor, the industry’s number one HR system. In an industry with high turnover, electronic access required for all employees and a heavily regulated environment, Avatier can help.

The solution can be integrated with virtually any system on the market. It takes care of granting (and revoking) employee access to the various systems, and access only to the data allowed by their position. Avatier’s systems can work with any level of data granularity supported by any existing system.

Consider access to your systems and data. Who needs the access, what do they need to access, and who authorizes this level of access? Once you have defined your rules, the Avatier software will interface with your various, often disparate, systems creating user profiles and setting user permissions appropriately. This also works for employees leaving an organization. The software will ensure that their access is removed, a must for data security, integrity and auditing purposes.

"This industry is highly electronically controlled," stated Jon Greene, Avatier’s vice president of marketing. "It grew up this way, and that is a tremendous advantage."

Avatier also offers five modules, namely: Password Station, Password Bouncer, Account Terminator, Account Creator and Identify Enforcer. Password Station promises to reduce help desk cost by 30 percent. It allows all applications to use one password per employee, and has the ability to allow employees to securely reset their password in case it is forgotten without requiring IT or help-desk support.

Card Scanning Solutions
We found CSSN sales engineer Robert Hudson bright-eyed and smiling in his booth behind two small-screened black units. The machines, about the size of a GPS system, were ClubScan interfaces, part of CSSN’s patron management software system. "With more and more regulatory compliance requirements on nightclubs when it comes to minors, ID fraud, and such, we’ve seen huge demand for our ClubScan systems," said Hudson. The system’s high rate of adaptation can be attributed, in part, to its ease of use, as a club’s need to collect identity information can’t come at the expense of upsetting patrons. "ClubScan handles age verification, double entries, expired cards, even attempts by one person to use multiple IDs," Hudson said. The system can also be used for marketing outreach, recognizing VIPs and birthdays after downloading all of the ID information, including associated pictures, into its powerful database. Up next? "Passports are our next big thing," said Hudson. "Singapore. Australia. Macau. Smaller Eastern Bloc countries. Most of our new growth is coming overseas and it’s great." 

Tech Results
Tech Results offers a solid CRM/BI solution to the gaming industry. Its software is targeted towards Indian gaming, land-based casinos, racinos and riverboats. Tech Results has a growing customer base in the United States, Australia and now an office in Macau. In 2007, Aristocrat chose Tech Results as a partner for its Oasis 360™ solution.

Tech Results systems solution includes five primary modules. Wager is the data warehousing component, taking information from multiple, possibly disparate systems, and centralizing it into one, complete enterprise repository. With this advanced property-wide information, you can start to use the accurate and reliable forecasting tools. Multi-level management accessibility ensures the right people have access to the right data. The included tools are easy-to-use and create accelerated reaction times. Automated daily flash reporting makes the process quick and painless, while the included dashboard and scorecards allow for immediate performance analysis.

Total Promo is a complete, multi-functioned promotional system that will take care of all your promotional requirements. You will experience increased participation and incremental revenue for your property. By targeting the players who will take advantage of the promotions, you can reduce the cost of reaching out to customers who are not interested in certain promotions. The system allows multiple promotions to run simultaneously, reaching every segment of your patron base.

Games Direct is a Swipe and Win and Virtual Scratch Off engine that can be delivered on any kiosk platform. The standard series of games are closely integrated with the Total Promo promotions engine. Currently offering two games—Concentration and the Wheel of Prizes—the games provide mix and match opportunities for your promotions department and exciting opportunities for your guests.

Host VIP! offers a wide array of host friendly features, coupled with configurable administration utilities and full integration with WAGER Business Intelligence applications. It allows a 360-degree view of the player throughout the entire enterprise. A wireless feature allows easy host notifications and easy access to information for personalized customer service. New players can be qualified and reinvestment potentials easily tracked. A comprehensive array of information is available for the patrons and the hosts, allowing you to track your players’ actions as well as the hosts’ performance.

Marketing Direct is the comprehensive campaign management solution, allowing you to create, monitor and report on campaigns.

Tech Result’s BI system not only links across multiple transactional systems, but can also include F&B, retail, hotel, etc. It is important to know your patrons not only from a gaming side, but also from non-gaming operations. Customer loyalty is about the ability to link spending data with personal statistics. By knowing as much as you can about your customers, you can make more specific and better decisions regarding what CRM opportunities exist.

Slot-Tickets
If you didn’t stop by the Slot-Ticket booth at G2E for the Chinese yo-yos, you probably stopped by to say hi to Susan Mitchell. A radiant blonde, Susan is the face of Slot-Tickets and has an unbelievable amount of clients. "People come to see Susan and come to get a fling," said Tom Mitchell, her husband of 25 years and the marketing manager for Slot-Tickets. Together the team is hard at work delivering more products and services to its customers than ever before.

Slot-Tickets is still excited about the "slot card" it showcased last year at the show, but before it can penetrate the market, server-based gaming needs to become widespread. "We’re ahead of the curve, so before our slot card product can run on a CMS, server-based gaming needs to be implemented," Mitchell said. "It will be back. We knew it wasn’t going to be an immediate swap out of tickets, but it will happen."

Promotional ticket printing is another big initiative for Slot-Tickets this year, and the company is now ready to supply customers with a promotional thermal printer. "We have a new, higher speed promotional printer for IGT, which we hope to roll out this year," Mitchell said. In addition, if you have any printing service needs, Slot-Tickets is the answer. With a full office dedicated to serving its casino clients, Slot-Tickets can print any kind of promotional ticket your company needs. "A lot of casinos take us up on this service," said Mitchell. If you haven’t taken Slot-Tickets up on its printing service yet, be sure to get a free Chinese yo-yo before you do.

Financial Services

Wells Fargo Gaming Division
Of the two Harleys being given away at G2E, Wells Fargo’s booth far and away had our favorite. After we got done drooling, Rochanne Hackett, senior vice president and director of gaming development, gave the rundown of Wells Fargo’s specialized Gaming Division and what the lending group does for businesses and Native American governments nationwide. The special needs of hotel casinos, riverboat casinos, racinos, pari-mutuel racetracks, gascinos, card rooms and Native American gaming enterprises are all serviced with customized, suited solutions by this financial services division.

Giesecke & Devrient
At the G&D booth we saw the latest in casino automation in the Bank Express System™. Automating the bank-out function in the satellite employee bank, the Bank Express System is driven by G&D’s Compass CasinoCM software, which provides inventory tracking and cash balance reporting. Michael Litton, director, product marketing & client applications, demonstrated the system for us and said, "In addition to driving the Bank Express System, Compass Casino controls the extended cashier functions of bank creation, dispensing, replenishment, retrieval and reconciliation with a comprehensive audit trail." Having recently concluded an extensive two-month field test at a leading Las Vegas casino, several Bank Express Systems have sold. Litton expects more sales as interest in the system during G2E was high. "We’re seeing an increasing number of customers introducing bar coded marketing coupons, which need to be processed on our soft-count systems," said Litton. "In response to this, G&D developed a combined hardware and software solution which makes it easier to rapidly develop adaptations for our customers who want to use this valuable marketing tool to increase business."

U.S. Bank
U.S. Bank Gaming Services’ booth highlighted ATM transaction capabilities on ticket redemption kiosks from two additional suppliers, both NRT Quick Jack and the Western Money Systems cXc. Managing Director Paul Nielsen said, "Until recently, we were only providing ATM services on the Giesecke & Devrient unit, called the Caion. The NRT and Western Money units are able to dispense cash for normal ATM transactions in addition to electronic check transactions." We also learned that all of U.S. Bank’s kiosk solutions can also perform casino cash advances via either debit or credit cards. Nielsen added: "Thanks to a strong commitment to quality, we are seeing tremendous growth in our business. For example, just 1 percent more ATM uptime compared to our competitors will put $1 million more cash to the floor annually for a moderately-sized single casino. That's still our top priority... minimize errors, respond quickly, and continue to win our clients' confidence."

Testing

Point. Click. Transfer. With GLI
GLI has worldwide resources, and it is certainly leveraging them with its website. If you’ve used GLI’s secure online service GLIAccess, you know how easy and convenient GLI has made the testing process by allowing users to login to their accounts and check the status of their products no matter where they are in the world or what time of day. "We’ve worked hard to reduce some of our customer’s cost, and to do that we’ve really streamlined how we do business," said Ian Hughes, senior director of engineering and client services.

Through the power of its website, GLI brings its worldwide resources right to customers’ desktops. Once customers create a GLIAccess pass, they can login and find out everything they want to know about their submission status. "With their secure user name and password, customers are able to make inquires and get updates," Hughes noted. "If we find any faults, GLI will alert the company to where they are and what the status of the testing process is." This helps manufacturers forecast much more realistically.

At G2E this year, GLI added another functionality to make GLIAccess even more powerful, Point. Click. Transfer. Now users can transfer already certified products into jurisdictions around the world with just the click of a mouse. "Point. Click. Transfer. eliminates a lot of paper work for us and our customers by making the approval and certification process easier," Hughes said. Users can check the status of their submissions, and then easily transfer certification letters by pointing and clicking on selected jurisdictions. The system then instantly notifies the user of a successful transfer, immediately opening the new marketplace for sales.

But, Hughes is quick to remind us, "We don’t want everything to be Web-based. GLIAccess and Point. Click. Transfer. are meant to complement our one-on-one business relationship with our customers." But sometimes it’s hard to connect with your GLI representative, like this holiday season when you’re swimming through the Caribbean. With GLIAccess, all you have to do is point, click and transfer that approval letter to the jurisdiction of your choosing, an innovative service only GLI offers.

BMM Compliance
It is hard to keep CEO Martin Storm in one place. Even a simple conversation with him at G2E may start in upstate New York and end up in Austria. Or Macau, where BMM recently signed an exclusive testing services agreement with the government-backed Macau Polytechnic Institute. Or Singapore, where BMM just established the first gaming test lab operation. Or Australia or South Africa where BMM also has market leadership. Storm is excited about the year to come: "BMM is committed to the highest customer satisfaction in the field, which will be especially important in these tougher times."

BMM is also looking to expand its horizons. "Along with the tremendous interest from gaming manufacturers, we’re seeing a rush of gaming regulators coming to BMM first," said Storm. "The world has recognized the quality of our compliance expertise and the competitive advantage we can bring. BMM is different."

Eclipse Compliance Testing
Eclipse is a regulatory compliance testing laboratory providing a full spectrum of services for almost 200 jurisdictions. Eclipse provides efficient testing and a level of customer service that differentiates it from competitors. Its goal is customer and regulatory agency satisfaction through integrity, thoroughness and quality services.

"We’re seeing new concepts coming about that create excitement to tried and true industry methods," said Nick Farley, president. "With GSA moving towards open standards, there is a wealth of opportunity for new players to emerge in the industry, creating opportunities for many smaller businesses to contribute to the industry. There will be a marked increase in the need for compliance testing in the future."

Eclipse strives to uphold the standards of the industry and must serve two masters—the regulators and the manufacturers. It is currently designing processes to meet ISO requirments.

Besides regulatory compliance testing, Eclipse also offers expert testimony, training, onsite inspection and audits, forensic evaluation, consulting and technical advice and assistance with the preparation of standards and regulations.

Peripherals and Accessories

Western Money Systems
The market softness that so many at G2E mentioned was seen as an opportunity at the Western Money Systems booth. The company displayed its latest casinoXchange™ kiosks. Service manager/development, Mike Aughney said, "Because we’re all about automation, 2009 is looking good for us as we can offer efficiencies by upgrading the existing kiosks of casinos not looking to spend too much." And the upgrades we were shown were striking. Xchange Explorer software offers beefed-up, wide-ranging marketing functions like making global changes to Xpacks, user permissions, screen appearances and more from a desktop. An exciting update is the ability for a single operator to monitor kiosks located across different properties from one central computer. And visionXchange allows for a vast amount of backend data mining and monitoring as well as some extraordinary screen-over-screen overlays for promo messaging and ordering. These overlays are also interactive. "The best part about these dynamic systems is that they require no new expensive hardware or vast systems," said Aughney.

FutureLogic
Near the geographic center of the show we found Mat Naraghi and the FutureLogic booth. Having heard about what he wanted to show us, we were very interested in seeing the solution to tying table games into a casino’s existing cashless network. TableXchange™ is a small, unobtrusive black unit about the size of a hand. But its abilities are far greater than its size would lead you to believe. "With this, players will now be able to walk in with a ticket and walk out with a ticket," said Naraghi. "They can exchange their TITO tickets for chips at the table and change back to tickets when they leave. Chips stay at the table. Play won’t be interrupted as much." The unit, designed for legacy and new table games, can also scan club cards and be used by the dealer to order drinks. In the future, it will also scan RFID chips. "Another huge advantage is that TableXchange offers a whole new avenue of player data by identifying cross-over play from table games to slots and vice versa," said Naraghi. The highlight of the booth, TableXchange will be available by mid-2009. A second highlight was FutureLogic’s PromoNet software, which allows marketers to print offers directly on players’ cash-out tickets. Available now, with a fully-configurable management system, PromoNet allows campaign managers to set promotional offers by a range of qualifiers, from amount played or won, to time on machine to birthdays. "We’re very excited about how customizable this system is and how much freedom it will give campaign managers in their drive to do more to reach out to, and please, specific player segments." Not to be totally outdone, Naraghi also showed the new Eclipse™ roll printer, which has been specifically designed as a speedy, heavy duty thermal workhorse that can withstand the harshest environments. The Eclipse will be available in 2009.

Airistar
At its booth, Airistar was displaying new, casino-focused air purification systems. Though its core product remains the Hexaflow™, an industry-leading proprietary air purification process that greatly reduces fumes and odors that strips away the kinds of contaminants one would expect to find in a casino environment, such as heavy tobacco smoke. Marketing associate Sean Burke demonstrated a fairly ingenious air purification system that actually mounts on the dealer side of a game table and lightly whisks contaminants, like smoke (and, hopefully, bad perfume) away, The Airistar A100GT.

Cummins-Allison
The theme of reducing labor costs while increasing efficiency continued in earnest at the Cummins booth, where the highlight was the MPS 4100 currency sorter’s productivity enhancements, including continuous batch processing, in-line bar code processing, on-the-fly facing, document dual counting, data and batch integrity and more. "Want to see a 20-foot machine fit into an average office room?" asked Cummins public relations rep Jim Lumsden. Cummins’ "shoehorn" theme became obvious to us when we saw the MPS 4100 bent at two elbows, squared into the size of… an average room. "We developed these corner modules to allow for our high volume currency processor to fit in a small room. It saves space. But it also saves on personnel. Now a single casino employee can watch the entire sorting process," explained Jim. We also saw how the corner units put the strapping units closer to the operator. Continuing the higher efficiency, lower cost theme was Cummins’ JetScan™ currency and ticket scanner, which allows for scanned data to be easily uploaded to any system. The big advantage being that Cummins’ scan solution is a combined solution with no second machine needs. Jim also showed us the JetCoin™ machine equipped with FastPay™. But this seemingly simple coin conversion machine has special features. "These can bring local players into a casino to redeem their coins. By paying the redemption amount automatically, eliminating the need for cashiers to deal with change, players get to the floor faster and casinos get the coin they need for payout machine hoppers without having to buy it from the bank." said Jim. Wrapping up our visit to Cummins’ booth was the JetCash™ cash dispenser for cages. Designed for two simultaneous operators, the JetCash system eliminates cashier error while also providing an upload of detailed data for an audit trail and data analysis.

Elo TouchSystems
Tired of jabbing at "touch" screen slot glass that seems insensitive to anything less than a hammer blow? Elo TouchSystems has heard your prayers (or curses, as the case may be). Its showcase product at G2E was the 2240L Wide-Aspect Open-Frame Touchmonitor.

Like other LCD panels, it can be set in "portrait" mode … imagine standing your HDTV set on its side. But what sets it most apart is Acoustic Pulse Recognition (APR). Despite what the name implies, APR-equipped screens are not responsive to sound waves but rather to the gentlest of taps, whether from a ballpoint pen or the tap of a lady’s fingernail—no more poking forcibly at the screen. In addition to the 2240L, all Elo touchscreens are being retrofitted with APR functionality.

Product Manager Jim Witkowski compared APR favorably to the surface acoustic wave used on the iPhone. He added that it’s a pure-glass technology that never requires calibration, either. As for the 2240L itself, which measures 500 x 332 x 80 millimeters, its main new advance is its thin, virtually nonexistent borderline. This enables the monitor to take up even less height and width within the slot "box." Witkowski described it as "the highest quality LCD monitor on the market," noting its 178-degree radius of visibility.

He sees an increasing demand within the casino industry for wide-aspect-ratio monitors, particularly in order to play streaming video while the slot machines upon which they reside are in passive mode. "We come here because touch is prevalent," Witkowski said of G2E. "Most of our customers in that touch market are here" and like that they can walk right over to Elo’s CEO and strike up a conversation: "This is a great show to interface with customers." Well said for a company that specializes in a hands-on product.

Cole Industries
Cole, well known for its gaming cabinets, displayed its new Evolver cabinet at this year’s G2E. Consistent with society’s move towards "green" products, Evolver units use less power and have a longer life span, 10 years compared to five years for earlier products. All components are reusable and the cabinets can receive a facelift by interchanging some of the external parts. Rather than buy a new cabinet to replace an existing one, minor modifications can make it appear that the entire game has been replaced. This cost-effective ability requires approximately $250 and 40 minutes of time.

LED lighting options around the exterior of the cabinet give it a modern, fresh look. A variety of colors are available, or if desired, no lighting is required. The cabinets support two 19"- or one 32"-LCD monitor for further flexibility. The 24V/12V auto-switching power supply is extremely energy efficient, resulting in less heat inside. Exterior fans move a lot of air with an innovative design. Should a patron spill liquid down the fan case, it will be routed out the bottom, rather than entering the case.

The cabinet itself is inexpensive, yet constructed with high-quality components. "We can save the manufacturers money, which can in turn save the casinos money," stated Craig Askins, vice president of Business Development. "In today’s economy, that’s pretty important. We design our products as if they are going on a route operation, and nobody wants to have to go out and service them." If previous cabinets are still going strong after a dozen years, the Evolvers are sure to be a cost-effective, long-term solution.

Suzo-Happ
"We’re very excited about our new toppers and the interest here has been amazing," said Rich Santercola, director of marketing, as he toured us around Suzo-Happ’s bright display. Allowing for OEMs to cost-effectively upgrade existing boxes to create the look of all-new game concepts, the new product line includes Round Toppers and the elegant Round Video Toppers, the mini-but-bright Towerlight Toppers, and three-Starpoint Reel Toppers. Santercola also demonstrated the latest in Suzo-Happ’s table game signage made by Visualimits. The standalone high-resolution LCD units are easily installed under tables and list limits while at the same time displaying customizable promo messaging and targeted advertising. "One great thing about these screens is that the marketing messaging only occurs when the dealer is shuffling or play is off," Santercola said. "This means players aren’t distracted by messaging in the middle of their games." The screens can even be used to show training videos (like maybe those who still don’t get baccarat).

Glory (USA), Inc.
The first highlight of Glory’s G2E booth was the new GUS-100 Universal Scanner for slot ticket imagining. Designed to meet a casino’s revenue audit processing needs, the unassuming-looking GUS-100 features search capabilities by ticket number, jam-free features, two stackers and a reject pocket. It also can process 10,000 tickets in 15 minutes.

"A lot of operations, especially most Indian casinos, have requirements for keeping hundreds of thousands of tickets for five years or sometimes more. The GUS eliminates unnecessary labor and storage," said Charles Schroeffel, corporate sales manager, as he demonstrated the unit, pulling jpg. image scans up onto the screen and records of the tickets that had just run through. Across the back wall of its booth, Glory highlighted the PD-600 Cash Dispenser, a two-teller dispensing system. With two truly separate side-mounted presenters, it’s easy to see the efficiency gains offered by the unit. But there was more. Schroeffel said of the cash drawer replacement unit, "I had a casino tell me they haven’t had to let anyone go for two years because of till shortage problems after they installed this machine." Anchoring Glory’s presence was its tried and true kiosk. The three-system (bill-break, ticket redemption, ATM) unit on the floor, the SK-100A, showed off some new features, including continuous ticket redemption, allowing players to feed in multiple tickets and collect a single ticket sum of their winnings.

Talaris
What was once a former De La Rue company is now Talaris, and it made its gaming industry debut at G2E. This past September, Talaris celebrated two milestones in its short history. First, a management led buyout, backed by one of the world’s largest private equity companies the Carlyle Group, led to its formation and subsequent re-branding. Second, its NMD 100 product won the "Excellent Financial Equipment Award" at China’s largest and most prestigious financial technology show.

A global expert in cash handling technology, Talaris has a long history of expertise and innovation, helping to optimize casino’s cash handling. At the show, it displayed some of its top OEM products including, the Multi Denomination Dispensing Mechanism (MDDM), the Notes and Media Dispenser 100 (NMD 100), and the NMD 50. Each offer innovative technology with high dispensing performance and reliability. In addition, Talaris also displayed its full range of products including the market leading banknote recycler Vertera™. "Whereve money moves, Talaris has the solution," said Adrian Trise, worldwide OEM managing director.

NCR
NCR got a good jump on G2E this year when the group received platinum membership in the Gaming Standards Association. NCR, celebrating its 125th anniversary this year, sees this as an assurance that its broad portfolio of solutions meant to meet the needs of an increasingly dynamic industry are compatible with other devices and systems operating on GSA protocols. NCR also debuted a new brand treatment; so new in fact that when we met Scott Winzler, vice president, Gaming Industry and Global Sales Marketing, his new cards were practically fresh off the press. Our full tour took us through NCR’s extensive range of efficiency-promoting self-service solutions, including its bespoke NCR Wayfining (allowing owners to send users via custom paths), and NCR XpressPort kiosks with NCR Hotel software, a self-service check-in solution allowing guests to bypass front desks and automate functions like confirming reservations and encoding, validating and dispensing room keys. We were also introduced to the SelfServ 22 ATM with TITO capabilities, with redemption ticket printing and cashier solutions. "We see this as an opportunity to serve casino operators in ways nobody yet does," said Winzler.

The Swiss Watch: MEI
With Swiss recognition technology driving MEI’s products security and acceptance, it’s no wonder the company likens itself to a Swiss Watch. "MEI thrives on accuracy and reliability," said Eric Fisher, vice president of gaming, Americas. And all the products MEI had on display at this year’s G2E, certainly live up to that standard.

Over the years, MEI has made more than three million note acceptors and customers around the world keep asking for more, and when customers ask for more, MEI delivers. Case in point, when its customers asked for a soft-count room solution, MEI listened. "We’ve recently expanded our offering to casinos with the introduction of EASITRAX Soft Count," said Fisher. "The CASHFLOW SC bill validator collects information and integrates it into a database that can be networked to multiple locations and be accessed to analyze slot performance."

RFID technology is at the heart of EASITRAX Soft Count, using the technology to connect slot machine asset numbers and bill validator operational information to a specific cashbox. This allows operators to access their data faster and with more precision than ever before. Operators can now make quick decisions based on several instant reports programmed within the accompanying software. Some of these reports include acceptance rate, currency report, drop status, jams, rejection types and version report.

MEI was also excited to announce a recent award it received in Mexico. "We were recently awarded the ‘Industria Limpia’ certification, which basically means clean industry, for our factory in QuerÈtaro, Mexico," said Fisher. Overseen by the Federal Enforcement Agency for the Environment (PROFEPA), Industria Limpia certification is the Mexican government’s highest level of recognition for environmental excellence. Over the past year, MEI’s QuerÈtaro plant saved 52 tons of CO2 per year, invested in water conservation, instituted recycling programs, and created a dedicated "Green Team" task force to launch environmental programs plant-wide. "We’re extremely proud of this award," said Fisher.

Certegy
We didn’t have far to go from our booth to meet up with Certegy’s Christie Scavone: "While paper checks are less common than they used to be, Certegy believes cash, and check cashing, will continue to play a role on the casino floor." At G2E, Certegy highlighted E-CAGE® connect, a fast and efficient Web-based program specifically designed for the gaming industry, with dynamic and scheduled Internet reporting enhancing guest databases with name, address and demographic data of check writers. We were also introduced to an Automated Clearing House, a cost effective and efficient way for casinos to handle cash, and electronic check conversion, allowing casinos to have credit and settlement of funds within 24 to 48 hours.

Elite Casino Products
Easily one of the most innovative designs we saw at G2E this year was at Elite Casino Products’ booth. While designing for the player is a given, Elite has masterfully designed its cabinets for technicians’ needs. Of Elite’s quick and easy cabinet conversion, Managing Director Scott Irving told us, "This allows slot technicians to convert a cabinet between video and spinning reel platforms right on the slot floor. Within minutes, the game can be up and running again on a new platform." We were, as technicians will be, impressed by the swivel screen (patent pending), allowing diagnostics to be done without constantly swinging the door back and forth. "As a young, growing company, our major initiative is to spread the word about all the creative product solutions and services available to clients," said Irving. Additionally Elite introduced several new products, including three new cabinet styles – the Millennium Widescreen (22-inch widescreen LCD), the Millennium Reel (3, 4 or 5 reels), and its hit of the show, the Millennium Velocity (26-inch widescreen LCD).

TransAct Technologies
Continuing the theme of improved technology for increased personalized and targeted marketing by casinos to its players is TransAct’s latest ServerPort™ upgrade for the Epic 950 printer. "ServerPort allows for promotions to be configured by show, by individual player or a host of other data a property would want to target," said Tracey Chernay, senior vice president, sales and marketing. Also demonstrated was the way ServerPort will make the move to server-based gaming a smooth one for its users. "This works with existing casino systems and is fully and easily upgradeable," explained Chernay. We also learned that TRANSACT now has three Wynn properties, including Macau, standardized on the Epic 950 platform.

CashCode
It was impossible to mistake CashCode’s G2E message: One. And what a one it is. Sim Bielak, vice president, sales and business development, global gaming, took attendees through the power-packed new CashCode one™ next generation FrontLoad bill validator. "The one demonstrates clear value propositions, delivering very innovative payment solutions while reducing overall cost of ownership and also improving the customer experience, which is the kind of progress we’re all about," explained Bielak.

Looking at the understated one, it was hard to keep track of all the efficiencies it boasted: industry fastest validation speed (under three seconds); four-way barcode ticket acceptance; a leading use of four validation spectrums (optical, dielectric, inductive, ultra-violet); drop-proof metal/polycarb cash box; expandable memory for future note sets; USB connectivity; and, smart stick upgrades via BlueChip™, allowing for software and firmware upgrades in minutes by any operator. "This is a revolutionary product for the bill validation industry," said Bielak. "Up until now operators have had to order different validators depending in what country it was operating or selling or what currencies it was handling or even with what protocols it was interfacing. This eliminates that hassle and provides a single global solution."

Already field tested at properties worldwide, the one also underwent a great deal of consumer testing to ensure that whatever improvements were made for owners and operators, the one’s features would fulfill the most of what is required by users in today’s marketplace. For example, customers will also be glad to deal with the one’s 98 percent first-time acceptance rate.

JCM Diversifies
"Diversity" was JCM’s G2E theme. "JCM is no longer just ‘the bill validator company,’" proclaims Senior Vice President of Operations Tom Nieman. Now it aspires to be a one-stop shop for closely interrelated products. "It’s critical for OEMs to have the best in class when it comes to peripheral products," Nieman says, and it is toward that niche that JCM is aiming.

Emphasizing a new, broadened business model, Nieman says that the aforesaid diversity comes in part from being one of the leading providers of LCD displays of any size and shape. He points to a new alliance with 3M Touch, which is supplying touchscreens as large as 48 inches diagonally on which you can map out the casino floor and find the most efficacious route to your destination. This could be a revenue generator for casinos, which could charge its tenants, for instance, for the privilege of generating coupons and other point-of-sale offers if your mapped-out route takes you past, say, the in-house Starbucks.

Beyond that, "we believe we can supply casinos with the best of breed in printers, validators and displays," by acting not just as a technology creator but as a distributor for other leading manufacturers, Nieman explains. GPI, he notes, has integrated its RFID-enabled casino chips with JCM’s Trident™ table game setup to deliver the first fully integrated automated transaction table game.

Trident has been modified so that its drop-box is now either a standalone drop box, or fully integrated into the casino back end table system. Nieman estimates that the smart box saves 15 minutes per table per drop, with transactions even being time-stamped as they’re processed at the table by being dropped into the 2,000-note hopper. "At the moment the transaction takes place, it goes to the back-end table system," he adds. That provides real-time data, which is augmented by an automated count that occurs when the drop team delivers a full cashbox to the back of the house, and it’s downloaded into a computer docking station. Factor in the physical count and you’ve got three lines of defense. "That meets the accounting standards of all the operators," Nieman says.

Like many of his colleagues, Nieman has been hearing the call for increased efficiency. "The market needs automation, accountability and security," he adds. "We continue to look at where we can continue to automate while maintaining the level of security and automation, for greater cost efficiencies that’s got to be there." 

Table Games

Cartamundi
Say what you want about server-based whatever; the hottest item at G2E was at the Catamundi booth—branded cards from Star Wars, Indiana Jones and the like. "We’ve seen real serious interest this year," said Bob Lee, vice president of casino sales. With table games being the big deal in Asia, Cartamundi’s Singapore-based rep also had to fill us in on the good progress the group is making in Macau, Korea, Malaysia and other Asian markets despite stiff competition. Also, we learned all about Cartamundi’s latest state of the art facility in Dallas, where its printing facility now boasts a KBA full UV, 10-color perfecting printing press.

IGT Table Games
In between the banks of slot machines and smiling IGT employees at booth 913, two table game products were surrounded with action. Its M-P Series™ (Multi-Player) had interest from both slot operators and table games operators alike. Designed for multiple players and coming in multiple options, the M-P Series™ creates an experience like no other. In Triple Towers™, players can bet from their own electronic betting stations and watch a digitized horse race on a communal wide-screen display. Designed to appeal to both table and video slot players, this series offers operators tons of flexibility, including live and automated hosting.

New to its M-P Series line was the live version of the Roulette Evolution™ game. Operators can configure this product as an automated wheel, video wheel or live-dealer wheel, offering greater flexibility than standard roulette wheels. "The product is generating a lot of excitement from customers," said Tim Richards, director of table games for IGT, "and will be available in 2009."

IGT’s DigiDeal® products were also a hit. "We’re launching a ton of new DigiDeal games in the coming year," noted Richards. DigiDeal offers something unlike any other table game manufacturer: secure digital cards and secure digital betting for table games. With proven games like Digital 21® and Texas Hold’em Bonus®, DigiDeal has been a leader in the digital table game market.

Showcased at G2E was the newest release from DigiDeal, 1-6-8 Pai Gow Poker™. DigiDeal’s first Pai Gow product, 1-6-8 Pai Gow Poker lets players bet to win the main bet as well as the optional 1-6-8 Bonus Bet. It also has a "House Way" button that helps guide inexperienced players to place the smartest bets. Like the M-P Series, all DigiDeal games come with both fully hosted and automated hosting options. Other new games include High Tie Bonus Blackjack™ and Four the Money™, a player versus dealer craps game.

TCSJOHNHUXLEY
TCSJOHNHUXLEY’s offerings at this year’s show displayed why the company is leading the industry in table game technology; and with new products like TouchTable MultiPLAY™ Roulette, OMNI Craps Display and Novo TouchBet® Live-games, TCSJOHNHUXLEY is poised to remain the leader.

Combining technology with live table game action, TCSJOHNHUXLEY’s TouchTable MultiPLAY Roulette has been a proven performer in African, Eastern European and UK markets. "The recent news that we’ve helped create the first casino anywhere in the world to take the decision to replace all of their traditional live roulette tables with the more productive MultiPLAY ones is testament to how groundbreaking TouchTable MultiPLAY Roulette really is," Roger Hawkins, CEO for the Americas, said recently. TouchTable MultiPLAY Roulette identifies individual players and their specific bets with its Touch ID technology, while still retaining a live wheel and dealer. It also automates all chip handling and calculation of winnings and payouts, offering secure game play, reduced costs and substantially increased games played per hour.

Craps players and operators will be equally thrilled about TCSJOHNHUXLEY’s launch of OMNI Craps Display. This new product lets players track the game through the comprehensive game information display, which tracks high scores, winning roll history, hot bets, side bets and min/max stakes. It also helps create more excitement as shooters try to beat the high scores or add a side bet. Available in a dual table mount system or connected to a free standing or wall mounted display, the Omni Craps Display can be used with any flat screen monitor positioned in the live action.

TCSJOHNHUXLEY also showcased The Unity™ platform on Novo TouchBet®. Novo Unity delivers a portfolio of successful live game content allowing up to 250 players to play simultaneously from the same live game. A live dealer spins the ball, shakes dice in the Automatic Dice Recognition system or draws real cards from an Intelligent Card Shoe and the results are immediately delivered to the individual player’s terminal using realistic high quality graphics. The increased game speed, individual comfort and unintimidating environment will attract both new players and will appeal to experienced players and this is all done without changing the base rules of the traditional game.

Shuffle Master Deals iTable Worldwide
"The iTable is our big push this year," declared Shuffle Master Vice President of Worldwide Marketing Kirsten Clark. She said the timing is optimal for a game that reduces casino expense without losing customer service. Since iTable doubles as a blackjack and baccarat position, it also necessitates fewer tables in the pit.

According to Shuffle Master, when the iTable is deployed in tandem with the company’s proprietary eight-deck shoe (which reads the cards as they’re dealt), hands per hour can increase by up to 30 percent and operational costs can also be reduced. That’s because the iTable is able to automatically resolve all wagers at the end of each round while relaying this information via direct feeds to both surveillance and to the pit boss’ podium, enabling the latter to OK larger-than-customary buy-ins, for instance, without leaving his rostrum.

Save when players are buying in or cashing out, no chips change hands (meaning fewer fills). All play is conducted on a set of touchscreens, which include prompts for tipping the dealer, possible side bets, an optional odds wager that is calculated based on the player’s first two cards and the dealer’s up card and even warnings of misplays, like hitting on 19. "For your more-novice players, it’s a great cue to them," Clark said.

While the casino might seem to benefit from player goofs, Clark argued that it’s offset by labor expended and play suspended while punters’ disputes are hashed out. And since the action is being conducted electronically, bets can’t be capped or pinched, nor can cards be manipulated.

On the iTable, side bets pay instantly. Play is further accelerated by taking calculations out of the dealer’s head. The "smart" table also stores chip transactions and makes the information available in real time. "If chips are missing," Clark noted, "It’s pretty easy to identify where that occurred."

She said the technology "is very, very close to GLI submission" and that customer feedback collected at G2E will further aid in fine-tuning the product. The show gives those customers, Clark said, "the opportunity to talk about what their needs are."

Security and Surveillance

NICE Systems Inc.
We had heard Douglas Florence’s name mentioned three times during other conversations before we ever made it to NICE System’s booth. He was excited to see us because NICE has one doozey of a new product. NICE’s Table Gaming Management (NiceTGM), which is a new automated table tracking system powered by Tan Gam Gaming that uses optical data capture to record every dealt card and every game outcome for blackjack and baccarat. The software then dumps this information into a database management tool that allows casino managers to not only maximize player development but also increase game protection. "This system totally changes what a casino’s monitoring system can achieve not only when it comes to protecting against dealer collusion and such but also when it comes to finally tying in table games by producing useable hard game play data," said the excited gaming sector director Douglas Florence. In a demonstration, it really is quite amazing to watch the software ID the cards and chips, even those that look relatively buried or obscured. "When you talk about player development, this system allows for anything you would want to do," said Florence. "When awarding comps it is based on real individual player outcomes. Stopping collusion. And common mistakes like wrong payouts." Florence demonstrated how the software actually racks, recognizes and highlights a wrong payout on its own. Designed to be open, NiceVision systems can interface with existing casino marketing and RFID systems.

Morse Watchmans
Having spent the previous hour with a slot-maker, the humorous guys and straightforward technology at Morse Watchmans were welcome. Already the market leader in key management systems, Watchmans at G2E introduced a new, larger version of its KeyWatcher® line of modular key control solutions. The new 9-module cabinet offers more storage and convenience with a capacity of 144 keys if configured as a locking KeyWatcher® system and up to 180 keys if configured as a non-locking KeyBank® system. The brightly illuminated key storage feature simplifies the identification and location of the correct key. We were surprised by the storage numbers given the minimal wall space the unit seemed to occupy. The system also includes an optional built-in fingerprint or other reader. This modular design allows users to configure their particular units to meet whatever their specific needs might be. A number of different modules are available, including card holders and lockers for cellular phones, firearms or other items that need to be accounted for and secured when not in use. 

Architecture, Construction and Design

Thalden - Boyd - Emery Architects: Something Else
Thalden Boyd Emery is proud to say it had a fantastic year considering the current state of the economy. "There are people that believe in recessions and they manifest that; and then there are people that don’t believe in recessions and they manifest something else. We’re in the something else category," said Barry Thalden of Thalden Boyd Emery Architects.

Luckily, or perhaps by strategy, Thalden Boyd Emery is headed for another great year. "We may have our best year ever in 2009," said Thalden. The company just won the opportunity to redesign Aqueduct Race Track in New York into a racino, a project Delaware North is developing. Like in the past, the firm is also doing more freestanding hotels, working with developers all over the country, such as Hilton Hotels and the Marriott. "We have some other things that are just starting to happen," Thalden added, although he couldn’t go into detail.

Cuningham Group
Center stage at Cuningham Group Architecture’s booth was its first ever HOSPY Award. The firm received the brilliant crystal award this past fall for its work on the Isleta Casino & Resort Hotel/Convention Center in Albuquerque, N.M. "We’re really honored," said Tom Hoskens, vice president. "There were so many people that contributed to its success. We’re just happy to be a part of it."

If you haven’t seen images of the property, you need to. [Check out the August 2008 issue of CEM for pictures and article-Ed.]. The resort is covered with artfully executed designs that tell the story of the Isleta. One in particular is its jar-shaped spa aptly named SpaJar. Strikingly unique and meaningful, the dangling jar waterfall inside its pool instantly relaxes you. The property capitalizes on the Isleta’s culture and traditions artfully weaving modern styles and sophisticated materials.

The Cuningham Group is also excited about the grand opening of the Red Hawk Casino this month in Placerville, Calif. "The Red Hawk property is in such a beautiful setting," said Rebecca Martinez, associate principal. "It’s been such a great project to work on." With the Red Hawk and some other big projects in the works, the Cuningham Group looks forward to another fruitful year of collaborations and inspirations.

Everbrite
"Let’s do something really different." That was Everbrite’s G2E strategy according to Robert Tortorello, vice president of New Business Development & Retail Licensing. "We were thinking, ‘we’ve got to do something to overcome this sea of lights.’" And did they ever. Easily one of the most standout booths at G2E, Everbrite’s outstanding green theme drew visitors to see the groups LED light engine technology and the significant energy conservation its products can offer casino operations.

With headquarters in Wisconsin and operations already in China, Everbrite has increasingly become a global player. "Our emphasis is on expansion into the core casino business by being aggressive on R&D and tech development and offering more and more new products and groundbreaking solutions," said Tortorello. And what innovation was drawing the most attention? We would tell you but then we’d have to… you know. Of its popular new lighting display, Tortorello said: "I’ve already had to chase off some foreign nationals who were taking close ups obviously looking to go copy us."

Young Electric Sign Company/YESCO
If you know some experienced glassblowers, Rene Merritt, YESCO’s vice president and corporate sales manager, would like to know. On show at the booth were striking samples of the work from YESCO’s latest addition, a glassblowing factory. This is on top of YESCO’s continued leadership in casino lighting, from wayfinding to venue and retail to the super-specialized bespoke systems, such as Wynn Vegas’ sign. "We’ve seen a lot of interest from Indian gaming that want improved facilities and the better styling of Vegas-style operations. That’s experience we can bring," said Merritt. YESCO has also recently expanded into some international locations, such as Canada and Mexico. "We’re now vertically integrated and offer design to delivery and installation," said Merritt. "We even finance."

Gasser Chair
After a morning spent on our feet we could not have been happier to visit Gasser Chair’s booth. Family owned and operated, Mark Gasser was there to greet us and show us the latest, including the luxurious Dual Flex Back chair. "Operators are liking this for poker rooms and some of its higher end facilities," said Gasser. And we can see why the Agua Caliente in Rancho Mirage recently opted for the line. Firm but slightly charitable in flexibility, it was easily the most comfortable seat at the show. Also on display were some of Gasser’s latest tall models, which smartly incorporated the back support into the design.

Gary Platt Manufacturing
Always ready to offer weary attendees a comfortable seat while browsing the show isles is Gary Platt Manufacturing. Its wide range of expertly manufactured seating options drew many tired feet to its booth, including this journalist. And once you sit down, it’s hard to get up—ask any player that plops down in one of its chairs and they’ll tell you the same. Its products keep casino players in their seats longer and do so with more style than anyone else. That’s probably why in this economic crisis Gary Platt seems to be totally unaffected. "Our business is going up, and in these times that’s saying something," said Bob Yabroff, president and COO. "We have incredible products, incredible service and extremely dedicated and loyal staff. That really helps set us apart."

The company has been selling its products all over North America and just recently added full-time representatives in Canada, Florida and Las Vegas. It’s also added reps in both Colorado and Montana. "We’re selling big time in Canada, the United States and Mexico," Yabroff said. Logistics keep Gary Platt from entering over seas markets, but you can probably bet that its products will make their way all over the world in the coming decade.

H.H. Robertson
H.H. Robertson provides the Q-Floor/Taproute® System—one of the premier cable management systems for casinos and other business environments in the world. For decades, the company has worked to improve its products and provide customer benefits unmatched by any other method of horizontal cable distribution, and it shows. "We’ve had a great year," said Gary Saymansky, manager of estimating and engineering. "We have quite a bit of work backlogged, which will keep us busy in the coming year." The company has also become known worldwide. "We just finished up an office building in Saudi Arabia, and have more projects lined up oversees." As long as financing is secured to continue work on some of the current projects the company is working for, it looks like H.H. Robertson is ready for another great year.

Business Services

Rymax
"Casinos are looking to add as much value as possible to the player experience, and we’ve grown stronger because we save our customers time and money while ensuring a positive experience for their players. Our unique position as the largest direct manufacturer’s representative for top name brands has led to an increased demand for our products and services during these tough economic times," said Eric Tinn, Eastern Regional sales manager. Walking around Baccarat, Leiber, Tissot and Denon products, there was no evidence at the Rymax booth of the kinds of lower-end products one associates with promotions. "Casinos come to us because they want guests to be sitting at home later, look at their product, and have a strong positive association with the experience," said Tinn.