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Events


IAGA SUMMIT Macau 2018


marketing. Also, all operators would benefit from removing impediments around payment processing. Players’ online accounts should be able to be interactive with the casino floor. Player rewards integrated with credit accounts and all able to communicate with on-site or mobile game play. Look for ways to make interaction with casino employees not obligatory, but to a player’s advantage.


What products are leading the charge right now? And what are the future products you’d like to see?


Edward R. Winkofsky:Anything with very high quality sound and graphics that has an accessible theme remains popular and reports are that table games are either still trending or trending again. Future products for some are sometimes existing products for others. Mobile marketing solutions are just catching on in many markets as are well- designed, self-service applications. One cabinet with multiple uses and a port to charge a phone remains a novelty in many jurisdictions, and, right now, almost every jurisdiction wants an affordable, easy to operate, mobile enabled sportsbook.


gaming machines. It must also offer a way to play together in teams or in competition with each other versus traditional games which are against the house.


What elements in the casino must adapt to accommodate emerging technologies?


Joe Pappano: Every gaming entity should differentiate itself from its competitors. One way to do that is the environment where payments technology can be incorporated. Tere are now cashless solutions at slot machines and table games; there are branded social gaming platforms where virtual currency can be purchased and players can socialise with others while enjoying their favourite games from the comfort of their homes.


Te possibilities are expanding. With these new options, an omnichannel approach to payments is needed to create intuitive transactions. With a single payment provider for the entirety of a resort, you’ll be able to tie all the disparate points of sale, now including the gaming floor, to give you a single, 360 degree view of your customer. Tis allows you to return valuable, tangible rewards to your patrons, which they’ll reward in turn with their loyalty to your property’s brand.


So, perhaps it’s less about what elements in the casino must adapt to and more about what operators and business leaders are willing to adapt to. At times a replacement is required over a renovation.


Edward R. Winkofsky: Regional operators thought first about security and asset protection noting that every phone is a recording device. Larger operators looked to improving targeted and geo-specific


Joe Pappano: In terms of promoting a frictionless and secure experience, there are some incredible cashless solutions emerging in the US that may soon be implemented worldwide. Tese solutions allow operators to tie their land-based rewards programmes to the dollars spent across the entirety of their properties including retail, lodging, food and beverage. All of these interactions come back to the rewards programme, providing operators with invaluable insight into their patrons aside from what historically has been limited to only gaming play.


Innovative solutions that promote a seamless experience across multiple platforms – with security at the forefront – are the future and what we’re focused on. Tese are the items we will continue to prioritise at Worldpay.


All operators would benefit from removing impediments around payment processing. Players’ online accounts should be able to be interactive with the casino floor. Player rewards integrated with credit accounts and all able to communicate with on-site or mobile game play.


Are casinos doing enough to engage with players using social media?


Joe Pappano: Social media efforts can vary widely by operator; and the impact on players can vary as well. Te best use social media is as a means to hype their events and create a buzz that generates momentum. Tese efforts can bring people to the property; affording the casino an opportunity to provide an atmosphere that is fun and exciting. Tis in turn builds brand recognition and ultimately brand loyalty.


By encouraging patrons to share their experience in return for a tangible reward is also key. In addition, leveraging social media’s push notifications will likely have a better chance of reaching the younger player base versus traditional marketing channels such as direct mail and, or email.


Edward R. Winkofsky, Shareholder, Greenberg Traurig


Edward R. Winkofsky is a shareholder in the Chicago office of global law firm Greenberg Traurig, LLP. He focuses his practice on gaming regulatory compliance, licensure, and internal investigations. He also advises clients on transactional and general corporate matters. Since joining the firm in 2010, he has served as regulatory counsel to licensed gaming industry suppliers and operators, horse tracks, video gaming and on-line providers, including daily fantasy sports platforms, lottery providers, tribal licensees, and social gaming operators and investors. He has also provided guidance on the gaming regulatory approval process for some of the industry’s largest transactions. With the support of the firm's Global Gaming Practice, he is focused on the evolving segments of the global gaming industry.


IAGA


The International Association of Gaming Advisors (IAGA) will hold its 37th annual International Gaming Summit May 14 - 16 at the Four Seasons Macao in Macau, China.


NEWSWIRE / INTERACTIVE /MARKET DATA P91


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