Post on 03-Aug-2015
GAMING IN ALBERTA - THE NEXT EVOLUTION
Presented to: 9th Annual Problem & Responsible Gambling Stakeholder SymposiumOctober 22nd, 2013
by Kent VerlikVice President, Lottery and Gaming
Gaming Strategy
The strategic direction for the future is driven by a number of factors:
A player-centric gaming experience.
A healthy balance between sustaining revenue and Responsible Gambling.
Positioning for responsible gaming entertainment for the future.
The modernization of gaming technology is key to achieving the strategic direction of gaming in Alberta.
Modernization and change will be focused on player expectations
The right game, in the right place, at the right time.
Gaming Strategy
Casino Modernization and Enhancements
Strategic vision for casinos“A personalized and entertaining gaming experience value by
Albertans.”
Mission statement“Bring engaging, relevant and timely solutions based on player
expectations through targeted investment and collaboration with our stakeholders that promotes a healthy gaming enterprise in Alberta.”
Key Drivers for Change
Obsolescence and Absent Technology.
Evolving player expectations.
Increasing competition for the discretionary entertainment dollar.
Protect revenues.
Responsible gaming.
Key Characteristic of Future Model
Stand-alone slots Multi-player games
Traditional favourites Newly-released games
Terminals and games
Dynamic
High-quality graphics
Clear, crisp images
Selection of games
High-quality sound
Variety of bet configurations
Variety of Denominations
Variety of betting lines
High entertainment Value for Players and Albertans Electronic gaming – variety of play options Variety of gaming participation styles and games
Key Characteristic of a Future Model
Gaming Entertainment Options
Slot terminals
Casino visitor
wants more than just gaming
Baccarat
Poker
Skill-based games
Roulette
Card games
Restaurants
Lounges
TVs and other media
Live entertainment
Special events
Non- Gaming Entertainment Options
High entertainment Value for Players and Albertans
Key Characteristic of Future Model
Enhanced Responsible Gambling New technologies can enhance the tools provided to players:
Enable players to make informed decisions regarding their play behaviour.
Sustainable growth in dependent on a healthy player base that participates in gaming activities in a controlled and responsible manner over the long term.
Player Engagement Program More than a simple “loyalty program.” Knowing the player as an “individual” is key to maximizing
entertainment value. Consumer engagement increases when the individual becomes
involved in a membership program that provides benefits that they personally value.
Almost every casino across the Globe uses a similar type of program or “loyalty based” program.
Current casino loyalty programs in Alberta are based on visitation.
Single View of the Player
VLT, Casino,Skill-based
Games
LotteryGames
New Game or Delivery
Channel
Demographic Information
Game Preference
Unified Wallet
Identification i.e. via Player Card
Responsible Gaming
Custom Interface
The Right Enabling Technology Foundation
Provide incremental and personalized value to the player
Support a “Player Engagement Program”
Provide seamless accessibility to players
Provide multi-channel capability
Integrate with internet and mobile technologies (in-venue)
Future-proof the AGLC
Agile and nimble
Increase internal efficiency
Bingo There are opportunities to ensure that bingo continues to be
available to players.
Electronic bingo is fairly easy to self-manage and does not require volunteers.
Charities should still benefit from revenue generated.
Realizing the vision & mission
Collaborative approach to Casino Management
Targeted Investment in Capital and People
Dedicated Marketing Efforts AGLC and/or casino able to market directly to the
consumer Adopt online presence and embrace social media
Key Considerations and ChallengesInterconnectivity beyond the four walls
Online gaming
Future long-range financial model
Public Support
Value proposition for players
Ownership of player data and privacy
Vendor integration capabilities
QUESTIONS??