All together now CasinoJOURNAL G2E event will celebrate gaming suppliers’ spirit of cooperation and their desire to thank their customers in a big way Marcus Prater is executive director of hosted common receptions at the the Association of Gaming Equipment Marcus Prater NIGA trade show in San Diego, the Manufacturers (AGEM). He may be reached Canadian Gaming Summit in by email at [email protected] or by phone Vegas that often. And those old Montreal and the Southern Gaming at (702) 812-6932. The association’s Web friends and current colleagues also Summit in Biloxi. Right before your site is www.AGEM.org can be described as “customers” for eyes you saw IGT and Bally nuzzling ■ those displaying their wares on the each other, WMS and Aristocrat hug- s September approaches, those show floor. After all, the G2E is a ging, JCM and MEI holding hands and of us in Las Vegas don’t get to business event meant ultimately to FutureLogic and TransAct smooching A experience the typical seasonal generate revenue and offset the cost of in the corner. OK, so that’s a stretch, shift toward autumn. While tempera- displaying at the show. The big slot but there were no fisticuffs; AGEM- tures are dipping elsewhere, we still live companies all spend well north of $1 member companies saved money by in a triple-digit world. As the leaves are million for less than 19 hours of exhi- not having to host their own events; getting ready to change on trees all over bition time – that’s a cost of business everyone was smiling; and our collec- the country, our palm trees look, well, of more than $50,000 per hour. tive customers were thrilled. the same as they always do. And while Of course, time with customers With that in mind, I’m pleased to the kick-off of football season prompts extends beyond the show floor. G2E announce the beginning of a new era excited anticipation on campuses and parties have become legendary over at G2E, with AGEM and Gold in pro stadiums from coast to coast, we the years, and the big companies have Members Aristocrat, Bally, IGT, have the prospect of another two-win typically spent outrageous amounts of Konami and WMS hosting “A season from UNLV. money and energy trying to outdo Celebration of Gaming” on Tuesday For the member companies of the their competition. When I was in night, Nov. 18 at the Orleans Arena. Association of Gaming Equipment charge of the marketing department at This invitation-only event will include Manufacturers (AGEM), September also Bally Technologies, our G2E parties all of the customers of AGEM mem- means the countdown clock for the were all tied to different slot titles and bers and will feature food, fun, drinks Global Gaming Expo (G2E) just started included a private Ray Charles con- and Grammy Award-winning headlin- ticking a lot louder. Some may view cert, a Playboy Mansion party that er Kenny Loggins. There will not be G2E as simply just the gaming trade included lots of Bunnies and dual any other parties or events hosted by show that takes place every November 757 jet service from Las Vegas, a AGEM members that night, guaran- in Las Vegas, but for the typical global Saturday Night Live event featuring teeing for the first time that our cus- gaming supplier, it represents the zenith Lorne Michaels, Dan Aykroyd, Kevin tomers – the casino executives, slot of a very comprehensive product devel- Nealon and the SNL band and directors, table game managers, IT opment cycle as well as a company- Pamela Anderson riding through the decision-makers and everyone else wide effort that touches every depart- Palms casino on the back of a motor- who interacts with our member com- ment within its organization. cycle en route to a pool party. panies – will not have to make a Using the slot machine companies Impressive events to be sure, but choice about which event to attend. as an example, the timing of G2E cre- what definitive value did Bally really In the last five months, AGEM has ates a hard deadline that hovers over receive and what impact did these added more than 20 new members the heads of game developers and big events have on customers? From and has significantly expanded its engineers like a nagging mother-in- a product launch standpoint, only membership base – now totaling law. The deadline clock pretty much Playboy proved to be a strong game more than 50 – to include Austrian started ticking the day after G2E con- among those titles. Those were Gaming Industries (Novomatic), cluded last year. The idea is to get new memorable nights and good business based in Austria; Casino Technology, products ready for display at G2E relationships were forged, but there based in Bulgaria; and Octavian every year and hope that what’s dis- was certainly a blurring together International and TCSJohnHuxley, played on the trade show floor is also with other events taking place all both based in the United Kingdom. ready for whatever regulatory submis- over town. While AGEM has much to accom- sions are required. G2E also repre- When I took over as executive direc- plish here in North America, there’s sents a chance to show off futuristic tor of AGEM in March of this year, one no question an international presence technology that may or may not ever key goal was to foster a spirit of coop- is in the best interests of the organiza- make it to a casino floor. eration among our members that tion and our member companies. Because G2E draws tens of thou- would pay off when a significant event With “The Celebration of Gaming” sands of gaming professionals from occurred where all of the global sup- party at G2E, we will truly take the throughout the world, it also repre- pliers needed to band together. spirit of cooperation among gaming sents a chance to catch up with old Figuring it would be easiest to start suppliers – and our ability to recog- friends and current colleagues, many with getting members to agree on nize and thank our customers – to all- of whom don’t get to come to Las cocktail parties, AGEM this spring new levels. CJ 56 Casino Journal ■ September 2008 ■ casinojournal.com.