Focus D’EVIAN

THE LOCATION, THE REAL JUST 40 MINUTES FROM GENEVA, IS STARS IN FRANCE PERFECT FOR Technology is helping to drive the performance of Casino d’Evian, one of France’s THE HI-ROLLER highest earning and a location with big plans for the future CROWD. Casino d'Evian, located on the The latest four day constantly looking to the next ceilinged room that easily accommodates picturesque lake Geneva, is the number development to drive the industry staff, players and spectators. The room is, one independent casino in France. at Casino d'Evian forward. however, separate from the rest of the Competing for custom with major groups took place March table games and even slots within the such as Barriere, Partouche, Joa and 22-25. The French The location of the casino, just 40 casino, which is one of the few themed Tranchant, Casino d'Evian is consistently Gaming Board minutes from the financial capital of French locations having adopted an in the top 20 casinos in the country, operates a very Geneva, is perfect for the hi-roller crowd, African style to its main slots floor. which from a collective 197 locations in strict poker cash hence the two French roulette tables. total, is an indicator of the success of this game policy, However, Casino d'Evian pointedly stages The latest four day poker tournament at indie performer. insisting upon a a series of high visibility poker Casino d'Evian took place March 22-25. four per cent tournaments throughout the year in The French Gaming Board operates a very Located in a traditional French spa town, without capping. collaboration with PokerStars.fr and the strict poker policy, insisting the first sites in France to be allowed The buy-in for the France Poker Series, drawing a variety of upon a four per cent rake without casino gaming, today Casino d'Evian PokerStars.fr event players from across the nation, including capping. The buy-in for the PokerStars.fr boasts 250 slot machines, nine gaming is a minimum the biggest names in French poker. The event is a minimum €250, with little and tables (two French roulettes, three €250, with little and tournaments began in low-key fashion big blinds ranging between €5 and €55. American roulettes, three black jack, one big blinds ranging with just two tables with the casino RFID is a boon for Casino d'Evian as the ), attracting a split of 40 per between €5 and working initially with Eurosports. operator is no longer counting the , cent Swiss and 60 per cent French €55. with the readers beneath the cloth players. The casino has four restaurants/ However, in its second year the casino reconciling the rake live as the game is bars and a pub and was the first casino in installed two RFID poker tables to offer taking place. France to install IGT's sbX server-based cash games live to players using this slots system, and the first to install technology for the first time. This year, Gaming Partners International had to Gaming Partners International's RFID Casino d'Evian installed an additional two receive approval for its RFID poker system Poker system. Casino Director Eric Perrin tables with four large displays, housing from the French police and Ministry of is a self-confessed technology-fan, the tournament in a huge, beautiful, high Finance, before being able to offer the

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system to its customers in France. Even then, the local gaming board inspector is always on hand over the course of the tournament to ensure that all protocols are being followed to the letter by the casino.

In March, GPI's regional representative, Lionel Cazalis, was also on site to follow the progress of the tournament and the interaction of players, dealers and management of the RFID poker system. “The benefits of the system are multiple,” explained Mr. Cazalis. “We are able to track all the transactions on each of the four tables, with each of the individual dealers given their own pin-codes as they log into and out of the table. This allows the operator to track the dealers at the different tables and view the number of hands played per table in any given period in real-time. The addition of the system also speeds up play itself. Dealers are no longer counting the chips, which results in extra hands played per hour. It's maximum pot and the pots from the last All the RFID tables are linked to a main “The benefits of the the equivalent to adding a card shuffler to five games, while spectators are also server, with information fed to the live system are the table in regards to the efficiency presented with this information, games director's office, who can keep multiple. We are gains.” something that only RFID can deliver. track of progress in real-time from the able to track all the Spectators at the Casino d'Evian floor. “Management have instant transactions on The feedback from players is that they tournament gathered around the displays information as to the rake, play at the each of the four appreciate the added live information to glean valuable information about the tables and importantly, how much should tables, with each of delivered to the displays, which helps games in play, which otherwise would be be in the boxes,” said Mr. Cazalis. “If any the individual both those playing and management keep difficult to follow. The information dealer makes a mistake, the RIFD system dealers given their track of the status of the game in play. mirrors the data players are familiar with will flag this in regards to the final own pin-codes as Players are given statistics about the on the Internet, in which live pot counts amount in the rake box. Due to the fact they log into and current pot size, the last winner's gain, and statistics are part of their everyday that the system is automatically counting out of the table.” house rake amount, average and gaming experience. the pot there are no human errors to LIONEL CAZALIS.

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Watching play at displayed fed live from the server. table games, dropping the paid entry POKER WAS the tables during requirement, while enforcing an ID policy the PokerStars.fr To date, GPI has sold the majority of its for entry to both slots and table gaming INITIALLY competition, it was RFID poker tables into the French market, areas. While table gaming benefited WELCOMED IN obvious that the having seen the most interest as poker incrementally, the small change had a players are very was only recently introduced into the pronounced effect on the larger FRANCE, BUT THE comfortable with market in 2007. Unfortunately for GPI, the percentage of slots revenue. Subsequent the technology, RFID system was market ready only one smoking bans and the economic crisis FOUR PER CENT asking the dealers year later, which saw the technology have had a further deleterious effect. RAKE HAD to count their buy- arrive too late to capitalise on the wave of ins via the RFID investment operators made in purchasing The introduction of poker was initially OPERATORS reader to ensure dedicated tables and chips. welcomed in France, but the four per cent QUESTION ITS that they received rake on the game had many operators the right number of Despite this, GPI has placed 39 tables questioning the value of this new VALUE. chips from the cash across the country, with further tables addition. Today, the country remains split factor into the equation. The live game desk. The RFID installed in Belgium, Hungary and between fierce opponents to the game director simply prints a report at the end system used at Monaco, with discussions ongoing in and equally fierce proponents. Most of of the day's transactions and this reveals Evian is the 125khz Germany and the UK. The key selling the advocates have promoted the game the pot amounts, rake, etc., with the technology points of game speed, simplification and heavily both online and through global reconciliation of the rake with the pioneered by GPI, clarity of dealer function mean that it television channels, with current revenues physical rake box. The head cashier which can read up compares very favourably to other options within some casinos in France showing simply prints the report and it is stored to 800 chips on a by improving rounds per hour and that poker is now generating 50 per cent on file for later inspection." single reader within eliminating dealer counting errors, while of live gaming revenues, which is at no three seconds. the minimal maintenance required by risk to the house. The counter to this is The tables in operation look no different RFID means that there's also minor seen as the opposition to poker by hi- from a regular poker table, aside from the ongoing costs for using the system. rollers. The removal of poker from PC tablet fitted within the chip tray and locations in France has been driven by a the RFID reading area marked out on the Investing in the RFID Poker system is a realisation that as operators originally layout by discreet markers for the benefit tricky prospect for casino directors placed poker tables in their existing live of the dealers. The readers are connected looking to push the concept through with gaming areas, traditional players and to a PC, with the RFID tablet PC finance departments as 92 per cent of the poker players mix together like foie gras connected to a CAT 5 network linking it revenue in French casinos is currently and fizzy cola. securely to the main servers. Should derived from slots. Casinos are compelled anything happen to the network, each to offer table games to qualify for a pro Many of the smaller casinos were unable individual table continues to store rata number of slots, otherwise many of to adequately provide separate areas for information independently until the casinos in France would probably play, which in addition to senior connection is reestablished. Even the convert to slot hall status. When poker management doubts as to the fiscal and displays are computers linked to the was introduced in 2007, the French promotional benefits of the game, has network and server, with the information Gaming Board gave some concessions to seen them abandon poker entirely. On the

May 2012 PAGE 44 Focus CASINO D’EVIAN other hand, larger locations have seen the benefits of attracting a new audience and additional revenue, often choosing to close French roulette tables to increase the number of poker tables they offer. Poker is becoming a classic game in France, but only in the right conditions does it seem to thrive.

The attraction for Casino d'Evian is the of new players to the location for the major tournaments and the association with land-based play of their online activities. Evian has seen that slots tournaments do not attract tables players and vice versa. However, poker tournaments increase the volume of play on slots, as the players are predisposed to slots gaming rather than identifying themselves as table players.

The benefit from increased restaurant and bar spend, plus the slots uptick, means that the casino is gaining additional revenue while associating land-based play with the same online game to a new, younger generation of players. The trend is interesting when viewed as part of the revenue picture across France. The casinos derive 92 per cent of their revenue from slots play and eight per cent from tables, but in the last two years revenues from slots have fallen 15-18 per cent, while table games have increased 5- 10 per cent on average, with certain locations recording 55 per cent gains. However, the proportional increase remains small, which when combined with the slots fall has curbed further investment in live gaming.

Watching play at the tables during the PokerStars.fr competition, it was obvious Interview Eric Perrin - PokerStars.fr is an that the players are very comfortable with Casino Director Casino d'Evian ideal partner in this THE BENEFIT the technology, asking the dealers to respect. They have count their buy-ins via the RFID reader to G3: Poker is not a big money game in a great online offer, FROM ensure that they received the right French casinos, so why do you stage and we provide a INCREASED F&B, number of chips from the cash desk. The tournaments at Evian? professional real- RFID system used at Evian is the 125khz casino experience. PLUS THE SLOTS technology pioneered by GPI, which can ERIC PERRIN: You're right, poker isn't of The best solution is read up to 800 chips on a single reader major financial interest, but the to work UPTICK, MEANS within three seconds. tournament provides us with a marketing collaboratively. We THAT THE CASINO channel to new players. The tournaments don't compete with It is a technology that has been attract a lot of new players to the casino PokerStars and they IS GAINING superseded in many ways by 13.56Mhz in and while individual tournaments breaks don't compete with ADDITIONAL that the new technology is faster and even, we win from additional spend at us. We offer two offers dynamically more options for the slots, in our restaurants and bars. The completely different REVENUE. tracking players and counting larger poker tournament is a marketing tool for experiences. I don't their table games area, logically thinking volumes much quicker, but for the Casino d'Evian and it has been a very know how to do that poker is a . However, this purposes of the poker tournament at successful one too. their job, and they is not the reality in the minds of the Casino d'Evian, the 125khz technology is don't know mine. players. The poker player is actually more than sufficient to provide all the G3: What is the player demographic that Instead, we have much closer to the slot the player, not a functionality required at a lower price you attract for the poker events? In a expertise in both table player. For us, it is better to separate point. While the latest 13.56Mhz market renowned for hi-rollers, you're areas and provide poker from the other offers. We have technology might future-proof a location inviting a very different clientele to the mutual benefits to created three separate areas; tables, slots for forthcoming eventualities, the entry- casino. each other by and poker. When we stage a hi-roller point to RFID with 125khz technology is working together.” tournament, some of the players no less attractive for those looking for EP: Yes, we are aware that the customers ERIC PERRIN, additionally play different table games, specific functionality, which this are very different. When poker arrived in Casino Director, but it's a very small number and a very technology delivers with aplomb. France a lot of casinos located poker in Casino d’Evian. small gain. When we stage a poker

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tournament, 80 per cent of those players “Our investment in also play the slot machines. These are RFID has already players that would not visit the casino benefited us in solely to play the slots. When they come regards to our to play poker they also play the slots, but current activities. they don't play the other table games. However, in the future we are G3: You're working with PokerStars and looking to offer the France Poker Series - how important players a regular 7- is it to establish a link with Internet 8 table room four to players? five days per week. We plan to EP: This is the first time that we have transform our worked with PokerStars and the poker offer using difference has been dramatic. This is by the tournaments to far our best experience and one that is market our live different from much of the thinking right poker offer to now. In France, a lot of casinos created players who are their own online websites, thinking they growing will win a lot of money. After 18 months increasingly they now know that they are in fact comfortable with losing a lot of money from their websites. both online and I believe the best solution is to work land-based play.” together with established online ERIC PERRIN, providers. PokerStars.fr is an ideal partner Casino Director, in this respect. They have a great d’Evian. offer, and we provide a professional real- casino experience. The best solution is to work collaboratively. We don't compete with PokerStars and they don't compete with us. We offer two completely different experiences. I don't know how to do their job, and they don't know mine. Instead, we have expertise in both areas and provide mutual benefits to each other by working together.

G3: Poker is a low margin game for the house - what, therefore, was the financial reason to invest in an RFID poker system? "Management chips and therefore we turnover more it in action, it took me a second to realise EP: We have three main reasons, the first have instant hands as a result, which means more that I needed this technology. GPI concerning the dealers. When you don't information as to revenue to the casino. installed its first RFID poker systems with have RFID, the dealer must constantly the rake, play at the the Joa Groupe in France. I had a reconcile the pot, making rake tables and G3: You only stage three poker thorough demonstration of the system calculations all the time. Using RFID, the importantly, how competitions per year - is the RFID poker within one of their locations and was system handles the calculations while the much should be in system a luxury? convinced having seen it in operation. We dealer can concentrate on the game, the boxes. If any installed the system in 2009 and since animating play at the table, taking better dealer makes a EP: Our investment in RFID has already then it has performed perfectly. Our aim care of the customer, looking to ensure mistake, the RIFD benefited us in regards to our current was to attract online players to our casino everyone is playing well, not making system will flag this activities. However, in the future we are and now when they arrive they say: 'oh, mistakes etc. It makes the job more in regards to the looking to offer players a regular 7-8 table this is similar to the game on my interesting for the dealer and the final amount in the room four to five days per week. We plan computer, but with better service, real customer too, which is the second rake box. Due to to transform our poker offer using the people and a wonderful atmosphere. I benefit. Players want to know the level of the fact that the tournaments to market our live poker prefer to go in the casino than play in my the pot and with RFID they don't need to system is offer to players who are growing flat!' ask, they can see this on the screen. They automatically increasingly comfortable with both online can see the value of the previous pots, the counting the pot and land-based play. G3: Would you recommend the system to average stack and from this information there are no other operators? make informed decisions that affect their human errors to G3: What attracted you to RFID poker in play. I'm also alone in my region in factor into the the first place and has it performed as EP: I would definitely recommend this offering RFID tables to players and this is equation.” you expected? system to other operators. It is the right an important point of differentiation. LIONEL CAZELIS, direction to choose RFID. However, when Customers are comfortable with this Gaming Partners EP: In the table gaming side of our poker arrived in French casinos, this RFID technology, they remark upon the benefits International business we have worked exclusively system was not ready, which meant that we provide in comparison to other (pictured). with GPI for many years. When I many bought traditional poker tables and locations. And finally, from a financial explained to Mr. Cazalis that I needed a chips. The system arrived one year too perspective RFID delivers more hands per number of poker tables he suggested that late, with operators having already bought hour. The opening of the table is I look at this new technology. He traditional tables. Adding readers to instantaneous, there is no counting of the explained it to me and then, when I saw existing tables is not expensive, but

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Focus CASINO D’EVIAN replacing the chip stock too is costly when you've only just made that investment. It is a great shame as I am convinced that had RFID arrived 12 months earlier, every casino in France would have adopted this technology.

G3: You are something of a technophile, having adopted RFID and installed IGT's sbX on your floor - what are your feelings in regards to technology on the gaming floor - and especially in the area of table gaming, which in France is such a small part of the revenue these days?

EP: Two things interest me about technology - for the players, new technology can offer a better experience. In the case of RFID and server-based gaming, our customers can play new games, changing them at will and they can play in the same way as they do on the Internet in an environment unmatched by the home environment. We know that providing a better experience equates to more play. The second benefit is for the casino itself. New technology gives us access to details about our clients; how they play, when

WHEN BUSINESS

IS HARD YOU the crisis and be careful with costs. “sbX is designed to decisions do we need to take to change MUST DRIVE However, it is still better to ask what can blend the changing the business for the better. I don't think I change to make the experience better for demands of about the reasons why we haven't won - EVEN HARDER. clients, to win additional business and players with the only what we can win. YOU MUST BE A increase revenue by investing. It's a real business philosophy that has proved to be needs of casinos, G3: So what's the next project you're GOOD PILOT AND successful for Casino d'Evian. The enabling the working upon? decision to install IGT's sbX server-based gaming floor to TECHNOLOGY system was a major one for this casino stay relevant and EP: For us, we are working hard on a very HELPS YOU STEER last year. It was a big investment, but differentiated in a big project, as we start planning a large when we made our business forecasts we highly competitive scale refurbishment of the casino. This THE RIGHT predicted that it would payback the market. Casino renovation will be undertaken during investment in 15 months. I admit that we d'Evian is perfect 2012, a period in which we will remain COURSE. created a really powerful marketing proof that you can open for business, changing one area they play, which game they prefer. This proposition, which generated a lot of exceed players' before moving on to the next. Our vision level of information means that I can additional commercial activity, but the expectations and for the makeover is an evolution that drive my business better. Everyone speaks overall outcome has been that the ROI on deliver effective follows the changing expectations of our about the economic crisis, but when the sbX has actually been eight and a half business growth customers. The casino will be split into business is hard you must drive your months, almost half our original forecast. with the right two levels, with the lower level catering business even harder, you must be a good Having sought to convince the financial strategic for traditional players with table games, a pilot and new technology helps you steer department of the proposal, now they ask investments. We beautiful restaurant with terrace, lobby the right course. when am I ordering more of those server- are thrilled with the and slots area. The atmosphere will be based machines? performance of sbX aimed at hi-rollers with VIP decor and G3: How has the economic crisis affected at Casino d'Evian ambiance. The second level targets a your investment decisions? G3: Investing in new technology is surely and look forward to younger audience. We will offer poker, a more of a gamble than following tried helping them bar and lounge area, with a dedicated EP: During the crisis a lot of operators cut and trusted models? continue to offer a space for tournaments and gala everything and only speak about the unique experience performances and slots on the second costs. I think it is better if you speak EP: This all comes from thinking for their customers.” floor. We will offer new technology, light about the ways you can win. If you speak differently. We think about how we can SABBY GILL, shows and video walls and music. Each only about the cost it is a very restrictive win. When I speak with my management Regional VP EMEA, level will be served from the same view and the end of this way of thinking team about the results, they can describe IGT. entrance with clients led through the slots comes very fast. You can't cut everything the reasons why revenue is down or area before channeling off into their space and offer the best experience for your business did not meet expectations - blah, of choice. We have changed the gaming customers. Of course, you can't afford blah, blah. I'm not interested in this offer to meet the expectations of our everything and it's more important than analysis. I want to know the solution. I customers and now we are adapting the ever that you make the right decisions in want to know how we can win. What environment too.

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