G2E 2012


as the company’s vice president of operations/COO in Reno. He aims to continue the corporate mission of providing quality seating while building lasting customer relationships. “Our new chair styles and custom designs


provide our customers with quality. They recognize that our higher-end seating will entice their customers to stay longer. We’re not sitting still with our product line…we’re having fun making quality chairs,” Davis says. New Gary Platt seating features include: Recessed insert handles-Fitted into the back of the chair, the solid design eases movement between locations. New designs – These include decorative scalloped footrests, wider seat cushions for larger customers and arm rests on specific chairs.


Sound chairs – These full-surround sound


seats introduce regular speakers and high quality musical components. Customers Bally Technologies, IGT, Aristocrat and Spielo all use their own proprietary features. Four-legged stationary table games chairs do not swivel. “As our first customers of this chair, Boyd Gaming motivated its development,” says Davis. He wants to work jointly with designers. The


Designer Chair Series offers customized choices that use exciting fabrics for chair seats and backs, durable understructure finishes and a limitless choice of embroidery options for seat backs.


In Summary


Sharon Harris on G2E 2012… Prior to the opening ribbon cutting, the


2012 G2E convention had already returned to its highest exhibit space threshold in four years, matching the 2008 square footage. The 430 exhibitors, using 262,000 square feet, was a 5% increase from 2011. American Gaming Association CEO Frank J.


Fahrenkopf Jr. described a slow recovery. Revenues in 18 of 21 commercial state jurisdictions through July 2012 increased. Much of it comes from expansion, including the openings of two of Ohio’s four proposed casinos.


Gaming questions will appear on three


state ballots: Maryland, Oregon and Rhode Island. Both Barack Obama and Mitt Romney view gaming as a state issue. No federal laws are expected to directly affect American commercial casinos. In Asia, Macau casinos, some owned by


Nevada operators, may soon confront their own competition from Vietnam, Cambodia,


What casino operator has not felt restricted


by the available music options? Until recently, set music was their only choice, regardless of the customer demographics at different times of the day. No more. Prescriptive Music creates music


presentations appropriate for particular spaces and customer demographics. According to Founder/COO Allen Klevens, “The sensory motivates customers to take action by staying, eating and gambling. Music is an art, not a science. Casinos spend money on food, lighting and other property elements, but have paid less attention to music. They are finally realizing music’s importance, taking it from the background to the foreground of their operations. Operators can determine what, when and where to play it.” Customers buy the hardware and proprietary


software, with a setup fee starting at $500. The monthly fee, starting at $40, includes payments to the three licensing organizations-ASCAP, SESAC and BMI. From the company’s Los Angeles headquarters, Prescriptive Music can create a new playlist in 24 hours. Orders may be emailed in and are changed internally. Although individual sites could revise their own lists, Klevens claims most do not. Technical support is available 24 hours a day to accommodate customers. The company currently services 5,000


customers in the U.S., U.K, China, Macau, The


Laos and others. Regulations, taxes and revenues continue


to be key issues. Fahrenkopf claimed the goal is not reducing regulations, but to make them smarter. The big issue this year for American operators is the possibility of any online gaming legalization. Fahrenkopf believes that online poker legislation would require that states opt in to participate rather than opt out. The industry wants clarity. The December


2011 Department of Justice ruling that the 1961 Wire Act, which banned telecommunications across state lines or internationally, only applies to sports wagering. Several states have already initiated plans to participate in some way. Some industry members want Congressional action to prevent a patchwork of state programs. Senators Harry Reid (D-Nevada) and John Kyl (R-Arizona) are working on bipartisan legislation.


Launched in 2011, the successful and


growing Global Gaming Women (www.GlobalGamingWomen.org) initiative provides numerous educational events, networking opportunities, mentoring and


Maldives, the United Arab Emirates, Australia, Canada, Mexico, Germany and Ireland. Prescriptive supplies all North American full- service Marriott hotels and 70% of Four Seasons.


Advantech-Innocore enjoyed a solid and


successful G2E, raising awareness of the force the company now represents, being part of the world’s largest industrial PC manufacturer. Most potential – and existing – customers now see the benefits of this large organization, in the areas of technology, service and sales. Koen Stomph, Advantech-Innocore Sales Director Gaming Europe said “Also our showing of a wide range of industrial displays was well received, a logical tie-up with the platform range people regard so well. The many confirmations from companies involved in ongoing projects that we are definitely the driving force was good to notice. It becomes clearer every day why Advantech is in that global no. 1 position; commitment and leading technology, available to the gaming industry in many forms”. Koen added: “2012 has been a good year for


Advantech-Innocore when looking at new projects won and pipeline growth following that. The last quarter of 2012 had been more difficult as expected, with some specific European markets decreasing or even closing. But we are confident ICE 2013 will have that good vibe again, indicating a positive turn of the European industry.”


other resource tools to foster women’s career growth in the international gaming industry.


During the annual “State of the Industry” seminar, panelists came to several conclusions:


The industry faces a “new normal” and


must figure out how to do more with less. Suppliers must determine which products most attract customers. Internet gaming remains a focus, but there is no clear consensus yet of what to do. The picture is mixed. 2012 has been a


better year, but remains difficult. Convention bookings for 2013 are up. Social media and innovative technology are crucial. Games will have to be more skill- based to appeal to more technologically astute younger players. Marketing departments must be more creative. Younger customers often act more spontaneously and reject advance planning While unable to plan five years out with confidence, the industry must remain vigilant against tax hikes to balance state budgets, rising costs and other negative situations.


NOVEMBER 2012 47


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