Preview G2E VEGAS 2014 CAMMEGH DISPLAYS QUALITY IN VEGAS MARKET
Cammegh is reaping the rewards of its Nevada licence with installs at MGM Grand, the Venetian and the Palazzo
Cammegh has been on a roll in Las Vegas, securing major orders with MGM Grand and the Las Vegas Sands. Having supplied Las Vegas Sands’ Venetian Casino with 10 Mercury 360 roulette wheels and 32ins. double-sided Billboard displays, the UK-based supplier of the world’s finest roulette wheels, compounded this success with a further install in March of this year at the Palazzo Casino in Las Vegas. Such had been the quality and reliability of the products at the Venetian that Las Vegas Sands’ Palazzo opted for the same 10 wheels and 32ins. displays, with both installations capable of streaming live sports.
“We’ve enjoyed a great relationship with Las Vegas Sands having first supplied Mercury wheels and Billboard displays in large numbers to the Marina Bay Sands in Singapore,” explained Andrew Cammegh. “Due to the international nature of the group, complimentary feedback filtered back to Las Vegas Sands’ Vegas properties, with whom we’ve had an amazing relationship since being awarded our Nevada manufacturer and distributor licence in 2011.”
Cammegh completed its first installation in Nevada at the MGM Grand in June 2011, which gave the company an immediate foothold in the marketplace and a live showroom for other operators to sample the quality of Cammegh’s roulette wheels. While the market in Nevada for roulette remains small, the decision by Cammegh to acquire its licence from the Nevada Gaming Control Board was more than just a means to sell in the jurisdiction, but also a statement of intent.
“Our view was simple,” states Mr. Cammegh. “If you’re serious about roulette, then you need to be licensed in Nevada. And not just to stimulate sales and growth, but to send a message to customers around the world that we’re prepared to step up to the plate. It’s certainly one of the most difficult licences to attain, which means that the message we send to out customers is all the more positive. We have licences for New Jersey, Washington and Delaware, but if you want wide scale customer recognition not just in the US, but in Asia, Europe and the rest of the world, then Nevada is the licence that carries the most weight.”
It’s also a testament to the long-term vision of the family-run business, that Cammegh views its investment in Nevada as delivering results into the forseeable future. While the company is
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world renowned for its roulette wheels, the potential for its complementary product range is huge across the US, as Cammegh’s Billboard controller not only drives roulette displays, but also card table displays and the company’s own card-reading system through EyeCard.
“We’ve only been seen as a roulette manufacturer until now,” says Mr. Cammegh. “However, the dialogue is changing and we’re in discussions beyond just wheels, placing baccarat displays with integrated TV for sports channels, and Eyecard recognition systems to drive real- time results. US operators are now aware that we can deliver across a wide range of products with the same level of quality and reliability as our roulette wheels.”
Such has been Cammegh’s success in the US that the company’s visits to exhibit at the G2E show in Las Vegas have changed dramatically. “We used to go to G2E and in some ways it felt like a working holiday,” describes Mr. Cammegh. “It’s a great fun town and we enjoyed the international traffic, but there wasn't much business for us on the door-step. Now, however, the conversions have changed. We are not only familiar faces, but we offer a compelling range of products that serve the needs of the local market too.
“All of our customers know we compete on quality,” continues Mr. Cammegh. “But what they’ve also found is that our prices are where they want them to be as well. Our company's personality to support and develop products for our customers is second-to- none and we are always willing to engage with
customers to develop solutions that fits their needs.”
Asked if Cammegh has a particular set of goals for the forthcoming G2E Las Vegas exhibition, Mr. Cammegh explains that he’s not looking to force an agenda on the event or stand visitors. “We make the world's best roulette wheels,” he underlines. “The US market demands quality and we’re equally motivated to work with big and small operators wherever they may be, because ultimately they need to manage and determine roulette in a profitable way, no matter what their size. We are family-business that wants to partner with casino operators of all shapes and sizes to help them to meet their objectives.”
Cammegh is exhibiting at G2E Las Vegas on stand No. (4230). The company hopes to welcome visitors not just from Nevada, but from right across the US, Canada, Central and South America. “We want to build on relationships that we already have and explore the potential of new opportunities,” says Mr. Cammegh of the G2E show. “There are definite opportunities for us in the US, which is another step in ensuring that we have a truly international business and a product range that meets the highest expectations of our customers wherever they are in the world.”
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