Insight G2E: LAS VEGAS


TripleA- toweringsuccess


TCSJohnHuxley bowled over the crowds inVegas with its Visit, Indulge and Play theme which once again transformed the Palms’ Ghostbar into its own little casino in the sky


Hosting its own mini-exhibition in the Palms Hotel in Vegas to coincide with the dates for G2E in November was a gutsy, though logical move for TCSJohnHuxley in 2009. Repeating it in 2010, however, was a no-brainer. The Access All Areas event held in the Ghost Bar on November 16-17, 2010, drew 350 visitors to the event on the first day. Helped in no doubt by late opening hours to 8pm, but predominately due to the fact that the TCSJohnHuxley name guarantees that visitors make the special journey to its exclusive event.


The success of TCSJohnHuxley’s VIP event is testament to the regard with which customers hold the company. It’s also true that TCSJohnHuxley repays that esteem with a lavishly outfitted location, a casino in the sky with open air views and one-to-one time with the games and their creators, which has proven an addictive mix. Oh, and this year's indulgent addition of cocktails and a masseuse or two, was inspired.


The VIP – Visit, Indulge, Play theme for this year’s show truly lived up to all expectations. Guests were whisked to the event by exclusive chauffeur driven limousines, and were greeted by the VIP Valet Girls at the hotel entrance. Once inside the spectacular Ghostbar at the top of the Palms Hotel, visitors were treated to the full VIP experience. The venue was


transformed into a stunning upscale casino featuring beautifully produced products with luxurious finishes and textures. In addition to the full product portfolio, a whole host of new and exciting innovations were showcased at the event, which included the new e-FX Solo display - an entry level model, perfect for delivering a cost effective table solution with striking graphics on a single sided 21ins. screen; Double Action Roulette - a unique variation to the traditional game of Roulette delivering two winning numbers from a single spin; Supernova Table Bonus system - a powerful progressive and game bonus system that drives increased revenues by adding higher levels of player excitement and loyalty to table games; 3 Dice Football which combines the excitement and companionship of Craps with the sport of football and Gaming Floor Live, a new Real-Time Roulette game optimisation tool designed to maximise key performance areas and profitability.


Customer response was overwhelming, with visitor numbers exceeding all expectations. Tracy Cohen Marketing Manager commented: “Our pre-show marketing campaign proved extremely effective with visitor registrations to our website significantly higher than last year. We decided to stay open until 8pm to take advantage of the venue which is magical after sunset, and by the end of


G3 I JANUARY 2011 I PAGE 52 “Our pre-show


marketing campaign proved extremely


effectivewith visitor registrations to our


website significantly higher than last year. We decided to stay open until 8pmto


take advantage of the venuewhich is magical after


sunset, and by the


end of the first day we had almost as many attendees as


the 2009 event,with final visitors


numbers doubled.” Tracy Cohen


MarketingManager, TCSJohnHuxley.


the first day we had almost as many attendees as the 2009 event, with final visitors numbers doubled.”


The event’s success is not solely down to the great location and showcasing superb products. Customers absolutely loved the relaxed atmosphere and the fact that they could spend time with the team away from all the usual distractions of a trade show. With extra indulgence treats such as signature cocktails, European candy store, memorabilia photos and massages, many visitors found it hard to leave.


The increasing success of the ACCESS ALL AREAS events has rewarded what was a bold move for TCSJohnHuxley. Roger Hawkins, CEO for the Americas comments: “This year’s event has been an unmitigated success for us. Not only have we doubled the numbers, we have maintained high quality visitors who have enjoyed our hospitality and been able to spend time with our team, really seeing our product offering. Asked whether the company would be holding the Event in 2011, Roger Hawkins responded, “We always listen to our customers and right now the response to continue is almost deafening!”


Tailoring its range for regional customers has proved a winning formula for TCSJohnHuxley in the US. Mr. Hawkins described the interest in MultiPLAY and AccuPLAY as deeply satisfying with approvals now pending for MultiPLAY in craps and roulette form in Canada and Latin America. “Latin-American customers have been hugely interested in our automated gaming products," stated Mr. Hawkins. "They are looking for a product with a real edge over the competition and to present a real wow


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