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CR87-p24-g2e1:SJC-Casino Review 23/12/09 14:00 Page 1
Chris Noth, Big from Sex and the
City, opens G2e 2009, and
introduced IGT’s new Sex and the
City slot machine, with Frank
Fahrenkopf, president and CEO of
the American Gaming Association,
and senior industry executives
Technology the hero of the gaming industry?
In an incredibly tough year for Las Vegas, the casino industry in the United States and
indeed worldwide, G2e 2009 taught its visitors three things. Firstly, the innovation cycle on
the supply side has never spun so quickly, secondly, Las Vegas will continue to reinvent
itself come what may, and thirdly statistics can often be used to prove whatever you want
them to prove. Phil Martin and Hugh Sorrill report.
globalgamingexpo beginning in The Strip’s complete change in the own- With the International
G2E 2009 biggest slump for many ership model of casino Gaming Exhibition just
years. To earn 15 per cent in resorts. round the corner it was left
MGM Mirage’s CityCenter cash flow return, CityCenter Alongside this gargantuan to the US-based companies
project on the Strip and IGT’s must generate US$1.2bn. sized gamble, technology to front most of the innova-
Sex and the City slot machine One analyst compared that innovators on the supply side tion: Bally with its Dual Play,
were two pretty good pillars recently to the earnings of were in overdrive at the Las Cash Spin, Spinnation and
on which to build a simplis- the Bellagio, Las Vegas’ most Vegas Convention Centre, Digital Tower, WMS’ with its Overall event attendance
Frank Fahrenkopf, and Rita
Rudner at the Opening Day
tic overview of this year’s successful ever casino, continually having to up the Bluebird XD and even for G2E 2009, which includes
Keynote Address
G2e landscape. which in its prime generated design ante to keep pace smaller companies such as everyone who attended and
CityCenter is huge. It dom- $478m. The whole philoso- with their competitors. IGT’s Aruze with its slot tribute to exhibited at the show and survey respondents (31 per
inates the Vegas skyline like phy of construction work Sex and the City slot machine rock band Queen. conference event, was, cent) said conditions within
nothing ever before, has shifted on The Strip. was symbolic of what was Innovation was every- however, less than last year the industry remain
sparkling as if its towering Whilst it used to be the case being shown on many of this where with manufacturers at just shy of 26,000, a slight depressed and are neither
glass skyscrapers are lined that hotels were imploded year’s booths; fantastically having to go that extra cre- decrease of approximately improving nor worsening
with gold. It also dominated when they had passed their branded slot machines brim- ative mile to differentiate 3.5 per cent from last year’s with 20 per cent of respon-
the hushed conversations at sell by date and replaced ming over with new fangled themselves and offer the event. Ignoring the fact that dents claiming the industry
G2e 2009, where most of the with another development, technology. IGT’s ode to greatest chance of success. there were fewer exhibitor continues to decline.
industry is hoping CityCen- now they are now being left HBO’s global phenomenon Flagged up as the hero of personnel present and then “Without a doubt, the
ter is financially lined with to thrive or indeed fester. boasts no less than nine the gaming industry, G2e doing the same to last year’s gaming industry faces a long
gold as it represents the The onset of so many new bonus games. IGT vice presi- 2009’s preliminary atten- figures gave the desired road to recovery,” said
biggest gamble the world’s rooms may see many fail to dent of game design, Joe dance showed a 7.3 per cent increase. International atten- Fahrenkopf. “However, I con-
number one operator or deliver. It’s not just the yet to Kaminkow, citied the credit increase in exhibit hall atten- dees maintained a strong sider these results a sign that
indeed Las Vegas itself has be completed rooms. Many crunch•as a catalyst for cre- dance over last year’s event. presence, with 4,249 indi- there is optimism within our
ever taken. It has become resorts have developed new ativity. “With the economic Frank Fahrenkopf, presi- viduals from 90 countries. industry that we are turning
symbolic of the struggles towers, which are worthy of downturn we felt it was dent and CEO of the Ameri- More stats on the state of a corner.”
over the last two years, being completely new important to offer something can Gaming Association, said: the market make for interest- If CityCenter succeeds
funding problems, spiralling resorts by themselves. Las new and exciting,” he said. “The strong exhibit hall atten- ing reading. In a two-week one can’t help but feel that
interest charges on massive Vegas has never been so sat- “We wanted to give people a dance at this year’s event is a survey of 260 subscribers of the overall industry will also
amounts of borrowing, the urated. Never has it had so really fun experience.” testament to the gaming the AGA’s SmartBrief, a daily be in good health. The abun-
‘will-it-won’t-it-be-com- many rooms with rates And fun it is. This is the industry’s resilience in the electronic gaming industry dance of new technology
pleted’ saga. It has been com- falling. The survival of the first MegaJackpots product face of significant challenges, news aggregator, nearly half could yet prove the indus-
pleted, just, but with condos fittest is taking place to a to offer MultiPlay’s four and to the confidence our key (47 per cent) of gaming pro- try’s saviour, the hero,
being sold off at vastly backdrop of people travel- games at once, is played on decision-makers have in the fessionals think that the state though, and the one most
reduced rates. But the big ling less. Something eventu- pairs of MegaFX Surround future as they look to create of the industry is finally determining factor in how
gamble wasn’t just to com- ally will have to give but Chairs, for girls and their best the unforgettable entertain- beginning to improve. quickly that corner is cir-
plete City Centre, it is to CityCenter cannot fail. If it friend, and is linked to five ment experiences our patrons However, over half of them cumnavigated, will be the
sustain it, and that battle is does, it will probably signal a multi-level progressives. have come to expect.” didn’t. Nearly one-third of customer.
24 January 2010 • G2ereport
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