Peter White talks to Frank Fahrenkopf,


President of the American Gaming Association - and Courtney Muller, Senior Vice President, Reed Exhibitions, about the recent G2E show


True Partnership


There is no denying that 2010 was a busy show with plenty of exciting new technology & games. What have been your most memorable moments of this important milestone 10th Anniversary?


Frank Fahrenkopf: I think the most memorable thing about this year’s show, especially given the economic difficulties that the industry has been going through in the past couple of years, was the tremendous energy. There seemed to be a feeling of optimism among attendees and on the show floor. Exhibitor after exhibitor talked about increased booth traffic, with customers who were not just interested, but interested in buying. There was a great deal of business being done at this year’s show. The numbers bear out the exhibitors’ perceptions, as trade show attendance was up 3 percent this year.


Courtney Muller: There also was a 6 percent increase in G2E Conference attendees, who gathered for more than 150 sessions led by more than 430 industry experts. The conference’s theme, “The New Casino: Operating at Maximum Efficiency for Today’s World,” helped industry professionals adjust to operating in gaming’s “new normal.” People really seemed to respond positively to the conference offerings.


Frank Fahrenkopf: Another conference highlight that was especially exciting was the popularity of


36 casino life magazine


the new iGaming Congress. The Internet has been a game-changer for the industry, and Internet gambling has grown from a small cottage industry into a multinational, multibillion-dollar business during the past decade. The conference sessions were standing-room-only, and the success of the iGaming Congress was proof of the interest in this burgeoning sector of the industry and further testament to how G2E is evolving to meet the needs of the global gaming industry.


Is there any particular reason for both organisations’ seamless and positive working relationship that has proven so successful for the Global Gaming Expo events?


Frank Fahrenkopf: There are really two parts to this answer. The first is philosophical, and is based in our common belief in creating a family of shows that are by the industry and for the industry. That was the driving principle behind our partnership that created G2E a decade ago, and it is vital to the shows’ success thus far. If both the AGA and Reed didn’t believe in creating and maintaining events that both support and promote the gaming industry, we probably wouldn’t be working together today.


Courtney Muller: The second reason is logistical. The team at the AGA and the team at Reed work very well together. There is a sense of shared goals that has created deep relationships and


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