This past January saw well in excess of 20,000 visitors attend London’s Earls Court Exhibition Centre for the annual International Casino Exhibition (ICE). Guests got to check out the latest innovations from over 400 companies active in the online, mobile, betting, bingo, casino, lottery and street gaming sectors.
Show organizer Clarion Gaming revealed that this year’s edition of ICE, held from Jan. 25 to 27, was one of the most successful on record after witnessing an over 11 percent year-on-year increase in visitors to 20,829 from 126 sovereign states.
“A huge amount of work and energy went into this show and I am really proud of the contributions made by all of my team, the vast majority of whom, it has to be said, were new to the exhibition,” said Kate Chambers, show director for ICE.
“It’s clear that the international market responded extremely favorably to our investment in the ICE brand,” she added. “The corporate identity worked, the ICE conferences introduced new visitors to the brand, the ICE Show Daily was a success and the overall tempo on the show floor and in the conferences reflected a measured degree of optimism for the year ahead.”
Clarion stated that the number of jurisdictions represented over the show’s 215,800 square feet of total floor space was four more than the 2010 edition and almost double the 26 seen at November’s Global Gaming Expo (G2E). With Anguilla, Comoros and Congo represented for the first time, the diversity of exhibitors saw the event to deliver “the most comprehensive insights into the latest gaming innovations from every corner of the world” while helping it live up to its “Totally Gaming” epigraph.
“We’ve had tremendous support from our stakeholders and partners, notably the European Casino Association, the National Casino Industry Forum and the Association of British Bookmakers, all of whom have helped ensure that ICE remains totally relevant to the needs of the markets it serves,” Chambers said. “We’ve also enjoyed fantastic support from the world’s media; an amazing 65 organizations had a presence on the show floor.”
“However, our biggest thanks must go to our 409 exhibitors who traveled to London from a record 55 sovereign states. ICE had the biggest names in gaming, the best innovators in gaming and the smartest names in gaming, which made it such a compelling attraction and such an enjoyable event to be associated with.”
Echoing the sentiments of many other exhibitors, Aristocrat Technologies stated that it had experienced a “sensational outcome” to its participation at ICE as its stand featured a packed house of new ViridianTM WS widescreen models alongside more than 30 new game titles drawn from Aristocrat’s global portfolio, featuring multi-denomination capabilities and available with optional NteractivTM LCD programmable buttons.
“With so much to see, customers were simply spoiled for choice and it fell upon an extremely focused sales team to help guide them through the plethora of innovation on display,” said William Wilsnagh, managing director, Africa and Europe for Aristocrat Technologies.
“At-show sales were extremely pleasing and helped Aristocrat get off to a fast start for the year. Furthermore, unlike previous shows where the portfolio launched in London has defined our year ahead, this was merely a taste of what’s in store for 2011 and we look forward to releasing more and more great concepts and innovations in the coming 12 months.
“The response was highly encouraging and visitors left our stand with a true understanding of the customer-oriented development work Aristocrat is undertaking. The adoption of GLI11 standards in our new world base should also be realized as customers in Europe and Africa begin to benefit from a faster roll-out program.
“It is important that the market understands the full extent of Aristocrat’s acceleration toward more market-driven product development and the feedback we received at ICE, particularly on several test-marketing concepts, will prove invaluable in the product release plan we have in place for the next 12 to 24 months.
“The high level presence of senior Aristocrat executives at this year’s show demonstrated not only our building focus on Europe and new and emerging markets, but also the increasingly important global role that ICE plays within the multi-faceted gaming landscape.”
This year’s ICE also hosted an inaugural Interactive Lottery Lunch, which gave those interested in the global lottery industry a chance to discuss and debate strategies and tactics specific to this ever-growing market. Clarion announced that this three-hour event took place on Jan. 26 and provided “an introduction to the world of interactive lotteries’ alongside a “checklist of issues that need to be considered when developing an interactive lottery strategy” and an “opportunity to network over lunch with influential contacts in the interactive space.”
Leaders in the field of lotteries, including Veikkaus, attended alongside external third-party experts such as H2 Consulting and Experian, covering topics such as market size and dynamics, interactive marketing and social media opportunities.
“The strategic plan is already in place to build on the successes of 2011, address those areas that we can improve upon and take ICE Totally Gaming to another new level in 2012,” Chambers said.
Editor’s Note: For our continued in-depth review of ICE, read on to find out what several companies displayed, what was launched and what big news was announced.
Associations
Gaming Standards Association
Not having games or products to display doesn’t mean that a booth at ICE can’t stand out among the crowd. This was especially true for the Gaming Standards Association (GSA), as they had a worthwhile and effective show.
“We had a successful three days at ICE, and our continued emphasis on the operator community has been met with a very positive reception,” said GSA President Peter DeRaedt. “We met with operators, regulators and suppliers from across Europe, and we were able to communicate how GSA standards will benefit their operations and their jurisdictions. From what we’re hearing from our members who exhibited, they too had a very successful show, and I was pleased to see all the devices and systems driven by GSA standards.”
GSA met with operators and regulators from around the world, discussing how companies can benefit from implementing GSA standards. They also provided updates on gaming communication standards and other global initiatives.
Expanding their reach in the European gaming market, GSA helped suppliers and operators turn standards into profits.
Peripherals & Accessories
Crane Payment Solutions
At this year’s ICE, Crane Payment Solutions was out in full force, showcasing AWP, VLT and casino solutions from its CashCode, NRI and Money Controls brands. Money Controls was recently acquired by Crane Co., and news of the Payment Solutions group’s expansion surely helped to drive show visitor traffic to the two booths—one for CashCode and NRI, and one for Money Controls.
Sim Bielak, the vice president of sales and business development for casino gaming, was very pleased with the outcome of the show, saying, “ICE 2011 was extremely positive for Crane Payment Solutions as our company is ‘Moving Forward with Money Controls.’ With the launch of over three new products in the past 12 months and strong adoption of the Ardac Elite by Money Controls, we expressed in action why innovation defines our company. This was be the last time Money Controls products are showcased in a separate booth. Moving forward, Money Controls will be another strong brand alongside CashCode, NRI and Telequip, all under Crane Payment Solutions.”
Some of the products showcased by NRI included the v2 eagle coin validator, an AWP solution with best-in-class technology, and the HENRI+ configuration tool, offering a flexible electronic option for coin validators and the highest memory capacity for system updates.
CashCode took the opportunity to promote some of its most popular casino solutions, including one™, oneCheck™, the 800 and 2,500 Note Cashboxes, and the recently launched Bill-to-Bill™ 60 bill recycling solution for AWP.
Crane’s expansion and solid product portfolio were a strong focus for the company at ICE. And the company members in attendance were duly ready to demonstrate all the positive points for show attendees, as they were, themselves, looking forward to working under the new company structure. “All sales and support teams are now united as one,” Bielak said. “We now have over 200 engineers to develop and design the technology to deliver the broadest range of payment solution products available on the market today.”
And we’ll all look forward to seeing what’s in store for the company in the future.
Elo TouchSystems
As a company with products in numerous industries including industrial, medical, POS, kiosks, retail, hospitality, transportation, office automation and gaming, it is easy to see why Elo TouchSystems is a proven leader in the touch technology market.
At this year’s ICE, Elo TouchSystems debuted the newest member of their top-of-the-line touchscreen devices, the 2242L touchmonitor with IntelliTouch Plus surface. This product, a 22-inch open-frame touchmonitor, brings OEMs and design engineers the ability to develop multi-touch applications. This is the newest of Elo TouchSystems’ products to be fully compatible with Windows 7 operating systems, and provides touch-enabled gaming, concierge and other guest-engaging hospitality experiences.
Another product that Elo TouchSystems displayed at ICE was their large-format Interactive Digital Signage (IDS) touch displays, useful for interactive advertising and visitor guidance in casinos and hotels, and the B-series all-in-one touchcomputers for bingo, countertop sports betting, player management, point-of-sale (POS) and point-of-information (POI) applications.
The IDS touch displays combines precision acoustic pulse recognition technology with commercial-grade LCD panels. They flaunt a sleek true-flat design with zero-bezel, edge-to-edge glass touchscreen technology, specifically built for commercial environments. With sizes ranging from 32 to 46 inches, the product has a highly durable aluminum chassis, designed to work for years in the most demanding of commercial applications.
These top-of-the-line products go to show that Elo TouchSystems is a definite leader in the increasingly popular touchscreen technology market, and the company believes that ICE is an ideal place to display these new technologies.
“ICE 2011 proved again to be the show if you want to be a player in the gaming market,” said Hugo Thiecke, marketing and communications manager, EMEA, for Tyco Electronics Elo TouchSystems. “It is the ideal platform to reinforce existing relationships with customers in this field, and to build new ones. We’ll be back next year in full force.”
FutureLogic
FutureLogic’s booth at this year’s ICE looked at player rewards from two different angles: the company’s new GEN3 Evolution® ticket printer and the PromoNet® promotional couponing solution. Together they are the perfect pairing to both create rewards and then deliver them directly to the customer, no matter who they are or what machine they’re on.
“Our visitors were excited to see how the PromoNet solution, together with our new GEN3 Evolution printer, can deliver photographic quality coupons into the hands of carded and non-carded players through specifically targeted intelligent triggers and promotions,” said John Edmunds, vice president of FutureLogic international markets. “Operators can, for example, automatically reward anonymous players in real time at the slot machine after they have spent a predetermined amount of time or money in their first play session through to their last.”
And ICE attendees got a look at the advanced features of these solutions through live demonstrations at the FutureLogic booth, using Aristocrat, IGT, WMS and Novomatic gaming machines. With features like whole-floor automatic coupon triggers, addressing real-time game play metrics, player rewards will never be the same. Also, the solution doesn’t require any staffing increases, as it can run promotional campaigns 24/7 with no additional resources. PromoNet promotional campaigns can be downloaded to not only the slot floor, but also restaurants, hotels and retail operations, giving the entire operation an integrated couponing solution.
Visitors were also interested in the cost-saving benefit of the GEN3 Evolution’s extra large print capacity. The thermal printer can hold 450 tickets, rather than the common 200-ticket capacity of others.
“If an electronic gaming machine prints an average of 30 tickets per day, switching to the GEN3 Evolution printer will save approximately 30 refills per year. At an estimated average labor cost and machine downtime of $5-$10 per refill, this equates to $750-$1,500 per machine over five years,” Edmunds explained.
The GEN3 Evolution and PromoNet dynamic duo made this a highly successful show for FutureLogic.
Gaming Support
As a premier supplier of products and services to the international gaming industry, Gaming Support has definitely made a name for themselves over the years.
And at this year’s ICE, Gaming Support made a big announcement that they will be installing the world’s largest gaming-enabled digital signage network for Lottomatica throughout its new and expanding Italian video lottery terminal (VLT) “mini-casino” property portfolio.
“Currently being installed, the first phase covers 500 or so properties and will complete when the JackpotJunction XL system is installed in more than 900 properties,” said Damien Connelly, marketing manager. “JackpotJunction XL uses the most advanced and powerful technology infrastructure available worldwide, which allows its customers to deploy a system that has been uniquely designed to meet their exacting and precise needs.”
This system has proven itself in the industry, explaining why JackpotJunction XL has a customer base including City of Dreams, Harrah’s, Holland Casino, Resorts Word Sentosa and Lottomatica.
Connelly also stated that, with such customers onboard, Gaming Support is looking forward to announcing other high profile contract wins as new casino resorts are built around the world, and as best-in-class operators refurbish existing properties.
Another staple product for the company is the newly improved BonusBox. This product can be compared to a mystery jackpot, but rather than only having rows of incrementing numbers, it makes each prize more tangible by placing them right in front of patrons’ eyes.
As a product that adds to the allure of each slot machine, it has been installed in casinos and slot parlors in North America, Asia and Europe. It has enabled casino operators to increase their slot revenues.
“To date, BonusBox has proven to be a winner with patrons when deployed in an appropriate manner and supported in each property,” Connelly said. “It helps to energize and add excitement to the floor, and adds that little bit of extra ‘sparkling entertainment’ at a time when gaming floors most need it.”
Gary Platt Manufacturing
As a premier distributor of performance seating for over 40 years, Gary Platt Manufacturing again found much success at ICE 2011.
The company was founded with a focus on increasing player’s time at a machine, therefore increasing casino revenues, and it has become a recognized leader in performance seating in the casino market.
Although Gary Platt offers a wide variety of seating options, at this year’s show they highlighted the X-Tended Play seating. “We brought a few of our designer chairs, but really we were focusing on our X-Tended Play models,” said Skip Davis, chief operating officer for Gary Platt Manufacturing. “It’s our best product, and we’re trying to encourage European companies to step up to a comfortable ergonomic design.”
Also in attendance at ICE was Bernard Mozina, general manager of Intergames D.O.O., Gary Platt’s European distributor.
“Our representative for Slovenia has hired a few very experienced people; one in particular, Aida Polaskova, had a big impact on the show,” Davis said. “She brought in a lot of customers that she’s worked with in the past who, just because she was there, were much more interested in giving us a shot.”
Davis said that since it was their second year at ICE, there was a definite increase in awareness and knowledge of what the company does. “We’ve done a few jobs in the last two or three years, so we’ve got some product in the market,” he said. “Those customers came by to tell us how happy they were with the product. And then the other people that we haven’t done business with—you could just feel that they were much more aware of what we were about, product-wise—quality, comfort, ergonomics.”
The show was definitely an overall success for Gary Platt Manufacturing.
JCM Global
Producing award-winning validation equipment is just one thing JCM Global does with ease. They also develop new groundbreaking currency recycling bill validators.
Both of these innovations were showcased at Earls Court at this year’s ICE, and both were well received among attendees.
“ICE was fantastic for JCM,” said Mark Henderson, vice president of sales. “We showed our new iVIZION, new UBA RC and new Vega RC bill validators, and we continued the incredible momentum we started at G2E. We had representatives from our Las Vegas, London and Dusseldorf offices in our stand, and we were constantly busy with customers. Visitors to our stand were very impressed with iVIZION and its amazing imaging and anti-stringing capabilities, and they were very impressed with the new Vega and UBA recycling products, which are incredibly important to the European marketplace.”
Banknote validation has been revolutionized with JCM’s new iVIZION. The faster, smarter solution for the gaming industry is revolutionary. It comes complete with Contact Image Sensor (CIS) Technology, 99 percent-plus acceptance rate, the most diligent counterfeit protection, RFID ICB cashbox with encrypted and web-enabled data, 64 megabit FLASH memory, a self-calibrating sensor package, modular component design, the ability to read barcodes horizontally and vertically, two high-speed processors, sealed 85 mm banknote path and even more features.
Besides the iVIZION, JCM displayed two new note recycling products, the UBA® RC, geared toward the gaming industry, and Vega™ RC, which is ideal for the amusement and gaming industry.
The UBA RC is built on the UBA platform, one that has remained popular in Europe. It recycles two denominations, 5 to 200 notes, selectable via protocol command. It holds a lockable, removable cash box, suitable for a wide range of applications such as casinos and change machines.
These products were very successful at ICE, and will continue to be key elements in JCM’s lineup.
MEI
For a company that is relied upon in more than 100 countries, ICE can be a great platform to display new products and highlight reliable favorites. This holds especially true for MEI, as they presented their newest solutions geared toward the most prominent issues in gaming.
“European Gaming is a big growth opportunity for MEI and it was refreshing to see such great traffic at ICE,” said Tom Nugent, executive vice president. “As we expand EASITRAX Soft Count into Europe, it is essential to have effective and well attended trade shows.”
Several new products were demonstrated at ICE, including SC Advance—the next generation of MEI’s industry-leading CASHFLOW SC, as well as numerous innovations in note recycling.
MEI is also working to improve the player experience by developing equipment like bill breakers and AWP machines.
Bill validators have become commonly used in casinos today. The information gathered in bill validation is being used to improve the drop process, increase asset efficiency and improve maintenance practices. MEI continues to be a leader in the production of bill validation products, and has produced a series of products—from RFID-based EASITRAX to a wide range of cashboxes—to help improve efficiencies in cash handling.
The EASITRAX Soft Count’s technology has been installed in over 64,000 slot machines in the U.S. and Asia since it was launched in 2008, and continues to prove itself as top-of-the-line technology.
This integrated software/hardware solution places information collected in the CASHFLOW SC bill validator into a database that can then be networked to multiple locations. This data can then be accessed to analyze slot floor performance.
The other major product showcase for MEI, the SC Advance, offers several expansions to the reliable CASHFLOW SC product. An improved recognition system, faster bill-to-bill speed and expanded memory are just the beginning of the advances offered with the SC Advance.
Money Controls
Security was clearly the focus for Money Controls at this year’s ICE. As a new addition the Crane Payment Solutions company, Money Controls was dedicated to bringing new security products to companies at ICE.
“For Money Controls, shows like ICE provide an important opportunity to meet with customers and discuss how we can help them, and this year was no different in that respect,” said David John, group applications manager. “ICE was also the first chance for Money Controls to exhibit in the U.K. as part of the Crane Payment Solutions group.”
By displaying the Ardac Elite, the first and only field proven imaging bill validator, and its range of ccTalk DES encrypted products, Money Controls has proven itself as a leader in the gaming industry.
The Ardac Elite’s state-of-the-art imaging technology ensures the highest standard of validation by taking a high-resolution image of the whole note. This technology, paired with the ccTalk DES products, offers a reliable solution to casino.
The ccTalk DES (Data Encryption Standard) was first introduced last year in London, and has become popular on the gaming floor. ccTalk DES encryption is a further development of the ccTalk protocol, which is widely accepted as the industry standard.
This product is top-of-the-line in combating fraud. Using literally millions of potential combinations—72,057,594,037,927,936 to be precise—it is another example of innovative thinking from Money Controls.
Other new DES products that Money Controls exhibited included SR3des and SR5des Coin Acceptors, Universal Hopper, Compact Hopper and the PayLink USB Integration Module.
For John, the most important part of ICE is meeting with and getting to know customers.
“Feedback from all visitors to Money Controls’ stand, including that of existing clients, was very positive,” he said. “It was nice to meet with customers and colleagues from across the globe and share with them our extended portfolio.”
TransAct Technologies
A company that’s made a name for itself in several industries, TransAct has continued to make its presence known in the gaming world.
At this year’s show in London, TransAct demonstrated the advanced features of its groundbreaking new product, the Epicentral™ Print System and its wireless device Epicentral™ Mobile Host™.
This new technology was first introduced at last year’s Global Gaming Expo, and was an instant hit among attendees. The product enables a casino to deliver high-quality promotional coupons directly to their customers in real time at the slot machine. This tool is an exciting glance into the future of gaming, where casino hosts will be able to interact with players on the casino floor.
Other products that TransAct demonstrated included the Epic 950® Thermal Slot Machine Printer, which offers features including a 400 ticket standard capacity; ServerPort™, which has the ability to connect to the Epicentral printer; the Epic 880™ Thermal Gaming Receipt Printer; and the Epic 430® Thermal Gaming Receipt Printer, both of which offer new and advanced printer solutions.
For a company that has over 2 million printers installed worldwide and continues to provide top-notch printing products, ICE was a great success. “TransAct had another great year at ICE together with our partner Eurocoin,” said Tracey Chernay, executive vice president of sales and marketing. “Interest in our newly launched Epicentral Print System to print promotional coupons and marketing messages directly from a slot machine was tremendous and drove a lot of excitement at the show. The industry-leading Epic 950 continues to be a big draw for European customers and with Epicentral there’s even more interest than ever. Additionally, at this year’s ICE, we celebrated Eurocoin being named TransAct’s Distribution Partner of the Year for 2010.”
Slot Manufacturers
Ainsworth
This year’s International Casino Exhibition was a hit for Ainsworth, and the booth’s star was the company’s all-new A560™ cabinet series. This family offers state-of-the-art technology that includes the powerful Quadtronic™ processor, impressive download capability and a dual-widescreen LCD platform. Operators appreciated its compact storage and three modular options: Lowboy, with a single 22-inch LCD; another Lowboy, with a 19-inch LCD topper and single 22-inch LCD; and Highboy, with dual 22-inch LCD screens. Passersby could be excited that there was a configuration to fit nearly every floor.
Players will be drawn in by its high quality sound system and brilliant, high resolution graphics, and will stay even longer once they experience the A560 range’s ergonomic player interface, brilliant graphics and engaging games.
And many of those games were on the show floor as part of the launch of the enhanced GamePlus™ game library. The library has been expanded to include many new titles from Ainsworth’s proven range of series, including Double Hit™, Triple Shot™, Super Game™ and Play 100Lines™, Play 50Lines™ and Play 40Lines™, with their two lines for one credit play options.
Some of the titles Ainsworth chose to showcase were their latest link progressives, Rio Grande Rapids™ and Lights Camera Action™, both in the new A560 cabinet. All in all, more than 30 games were revealed for the European market.
CEO Danny Gladstone was very pleased with the direction the show went for Ainsworth, saying, “The entire Ainsworth team is very excited by the results at ICE. We are all working hard to further our presence as the No. 1 Australian product performer across all global markets.”
And if this show was any indication, Ainsworth will have no problem with that expansion for the future.
Aristocrat Technologies
It was another knockout for Aristocrat Technologies at this year’s ICE, as the European jurisdictions decided that they were definitely “ready” to be blown away by the company’s new offerings. And the booth’s one-two punch was the winning combination of exciting new games and a multi-tasking new base.
“ICE was brilliant for Aristocrat,” said Aristocrat President Nick Khin. “We unveiled more than 30 new games in new categories and with new feature themes. One of our offerings that gained the most positive operator reaction was our new GEN 7™ world base. With the GEN 7 world base, we will be able to bring many of our new games faster to both our European and African markets.” With the GEN 7, many of the new games coming to market will be multi denomination, meaning that operators will be able to work with even greater flexibility in their slot strategies.
Of the 30 new games showcased this year, there were definitely a few major highlights. A new Bonus Bank™ concept, Stuntman Sam™, introduced a hero that attempts adrenaline-filled, death-defying feats, all while offering players multiple features and booster triggers in a triple stand-alone progressive format.
The Emperor Penguin™ theme, a double stand-alone progressive, melted thoughts of an icy economy with its entertaining base games, Polynesian Bounty™ and Harlequin Hearts™, each with their own base game feature. This is, of course, an added bonus to the game’s five core interactive bonus and jackpot features.
The REMIX™ category gained two new game titles: Don Quixote™ and Dragon Emperor™. The key to this category is the REMIX feature, which prompts the random jumble of reels or symbols. And these shakeups are exciting ways to keep the players guessing.
For the players all about the basic stand-alone progressives, the Power Pay™ jackpots series featured The Temple of Moolah™ and Wild Romans™. The five levels give players the opportunity to increase their prize options with the size of their bets.
Multi-line games, with the additional Mega Pay™ feature, were spiced up with More Chilli™ and More Hearts™. An extra two sets of reels appear with the free games feature, and players even have the opportunity to build up to a maximum of four sets, each additional set creating more opportunities for wild reel winning.
Multi Mega Pay games Fortune Fantasy™ and Gazellions™ got an extra punch of flavor with Reel Power™, which adds two, three or four base games for players to experience at the same time. Each game has its own free games feature, and lucky players will watch the super free game feature affect all open games.
And no one could forget the inclusion of Fire Light™, the story of the phoenix, featured on the VIRIDIAN™ WS Chop Top, also with Reel Power.
It’s clear to see that Aristocrat came out swinging at ICE, but definitely had the weight of a successful product line to back up their confidence.
ATRONIC
The recent ICE showed ATRONIC that it has big momentum moving forward this year. The company exhibited a wide variety of systems, games and technology, and all signals pointed to go.
The biggest and perhaps most popular attraction at the ATRONIC booth was the premier of the brand new OXYGEN™ product family. The OXYGEN Upright and Slant Top cabinets are designed with value-driven innovation. Their exteriors contain ATRONIC’s new sensys EP™ platform, which is easy to service yet powerful and robust. OXYGEN supports all major casino systems and player tracking modules and is compatible with Game to System® (G2S®) compatible hardware.
The OXYGEN cabinet pairs beautifully with ATRONIC’s popular multi-bonus progressive link, STARGATE SG-1. This link is available in both a single-game or multi-game version, and had a big impact on visitors of the booth.
“We received a fabulous reaction to OXYGEN across all game types—core games, multigames, number games and linked gaming concepts—with numerous orders signed at the ICE show and a great deal of positive feedback from operators,” said Athanasios Isaakidis, ATRONIC senior director and general manager for Europe, Middle East and Africa (EMEA).
Introduced at last year’s gaming expo, diversity™ again attracted a crowd to the ATRONIC booth. It was the first multigame product to become a part of ATRONIC’s line-up, and allows players to select their preferred game types with different volatility levels. In addition to three existing game suites—Pure Purple™, Brilliant Blue™ and Royal Red™—the company launched its fourth suite of games, Amazing Amber™.
In addition to the products and games offered on OXYGEN, a comprehensive span of core games was presented, including SPHINX WILD™, GOLDIFY™, POSEIDON™, VOLCANO BAY™, GYPSY MAGIC™ and PRINCESS OF THE AMAZON 2™.
“One of the key messages from operators was that ATRONIC now has a winning portfolio of successful, high-quality products and games to serve the requirements of all market segments and geographies,” Isaakidis said. “On top of that, our core games are performing very well, and we have the right pricing for any kind of market and operation.”
The OXYGEN products were popular among show attendees, and are a main focus for ATRONIC. “The interest in OXYGEN continues to be very high,” said Marcel Heutmekers, ATRONIC senior director, Latin America and Asia. “Based on the continuous positive feedback that we are receiving from operators across these continents, we are very excited about how the year 2011 will further develop for ATRONIC. All signals are go, and the ICE show was just another confirmation of that for our team.”
ATRONIC’s sister company, SPIELO, displayed games and products from its video lottery terminal (VLT) selection, including the INTELLIGEN™ central system, the INTELLIGEN Retailer Terminal, prodiGi Vu™ terminals and a selection of compelling games.
All of these exciting new products were popular among ICE attendees, giving ATRONIC and SPIELO a step in the right direction to continue to produce the highest quality of entertaining games and products for the market.
Bally Technologies
For companies that have made a big name for themselves, ICE is a great chance to make customers fall even more in love with their product. This is no exception for Bally, as they had one of the most successful shows at this year’s ICE.
“From our perspective, the show was well attended, and we were fortunate to welcome and meet with some important customers and potential customers from both the established markets as well as the key emerging markets such as Greece and Italy,” commented Gavin Isaacs, chief operating officer. “We are aiming to establish close partnerships with both new and existing customers, and these types of events provide us with an excellent opportunity to do so. The standout products at our booth that customers were most excited about was the iDeck™ touchscreen, interactive button deck; our new Playboy Hot Zone™ video slot with the patented Hot Zone™ play mechanic; and iVIEW Display Manager™ (DM) and the Elite Bonusing Suite™, which together enable powerful interactive promotions across the casino floor.”
Those products did, indeed, stand out among attendees, as well as several others.
The iDeck is a fully downloadable touchscreen button deck that replaces traditional button decks on slot machines. Several features, including player-selectable configuration, game-synchronized touch features and multi-touch, skill-based gaming, are featured on the iDeck. It is built to withstand the demands of a busy, active casino environment.
One of the highlighted areas of focus for Bally was video content. One of the most popular titles in the video lineup was the company’s newest Playboy title, the Playboy HotZone™ video slot. This game features Bally’s patented new Hot Zone Play Mechanic, in which a Hot Zone overlay appears on the reels during the base game and free games, and all symbols under the overlay become Wild.
Also on display were a number of new game titles for the popular V32 cabinet. This dramatic 32-inch vertical touchscreen display welcomed new titles including Hot Hot Habanero™, Gaucho Gold™ and Gold on the Bayou™.
Betty Boop’s Love Meter ™ and Cash Wizard™ were also shown, along with the award-winning U-Spin gesture-control play mechanic. This was shown on the highly successful Cash Spin game at ICE. With U-Spin, during bonus sequences, players get to touch the screen and spin the bonus wheel just as if it were an actual physical wheel.
New to the U-Spin family is Hot Pick™, which was featured at ICE on the popular V32 space-saving vertical format.
The new iVIEW Display Manager™ was a crowd favorite, and it’s no surprise why. This picture-in-picture-style player-user interface for slot machines uses backward-compatible technology and touchscreen technology. Adapting more of a “kiosk” look, the iVIEW enables players to do such things as order drinks, request their car from valet and review their offers. It also functions as a point of sale device, enabling players to conduct banking functions, purchase lottery tickets, and place race and sports wagers without leaving their seat.
Other products on display included Bally Command Center™ and Bally CoolSign®, rounding out a fantastic show for this major gaming company.
BetStone
For BetStone, ICE was the outlet for a big unveiling. A leader in server-based gaming, the company impressed the crowd with the launch of a new brand image and new software.
Because of the company’s strong position in the industry and proven success over the years, BetStone underwent a rebranding effort to support their international growth plans. The rebranding accompanies BetStone’s potential future in Europe. Changing legislation has given the company the opportunity for expansion, as they will be supplying video lottery terminals (VLTs) to Italian operators later this year.
Along with the rebranding came the unveiling of a new logo. The new BetStone logo focuses on the company’s flexibility by emphasizing vertical and horizontal lines, as well as promoting its high-tech feel through a bright color palette.
Besides the rebranding endeavor, BetStone unveiled a range of new enhancements at ICE. The Expert Gaming Solutions (XGS) provides operators with greater insight into customer preference on the gaming floor through real-time access to machine and game-play information.
Core modules include XGS Cashier, which provides cash management and XGS Security, which is designed for greater monitoring and centralized user control.
Additional modules include XGS View, which enables seamless integration with existing back office platforms with real-time reporting, fraud controls and floor management, XGS Marketing, allowing operators to target specific players, and XGS Floor, which provides central management and monitoring of all machines on the floor. “With BetStone’s rapid growth, state-of-the-art technology and product extensions, ICE Totally Gaming provided the perfect platform to launch our new brand and showcase our latest management software XGS System to the gaming community,” said Avron Goss, director at BetStone.
Through this unveiling, BetStone has proven themselves eager and well prepared to enter new markets.
IGT
At Earls Court this year, International Game Technology was eager to show attendees how “It’s a Whole New Game” with its latest offerings in casino games and network systems, plus an innovative look at mobile and online gaming.
One of IGT’s strengths is in bringing familiar popular culture themes to the gaming floor, and this show included some of the company’s biggest names yet. Some favorites included: Star Wars™ Droid™ Hunt, set to become the most popular Star Wars casino game ever released with its highly visual action; and Dirty Dancing®, featuring the iconic Baby and Johnny and songs and video clips from this film favorite.
The Center Stage Series really drew in the crowds of attendees with its high-impact look—immersive sound chairs, oversized screens and star game titles. Debuting within this series was The Dark Knight™, giving players a 103-inch screen to view the saga of playing as Batman or the Joker. On the other end of the spectrum were the cutting comments and entertaining vocal flops and divas of American Idol® MultiPLAY video slots.
There was a strong focus on some of IGT’s award-winning products, like the Reel Edge™ game series. This feature allows players to stop their spinning reels to vie for the best combinations, and an arcade-style joystick to play the 100 percent skill-based bonuses in the top-box.
IGT’s sbX™ Experience Management system has proven itself in properties, so the company took the opportunity to showcase new Service Window applications that provide custom experiences for players and extensive options for operators.
The company also used the show to build on its online and mobile gaming portfolio, following the recent announcement of the formation of its Interactive Division. The division was formed by the rebranding and merging of the WagerWorks and Million-2-1 groups. A triumph for the group was the debut of the online Star Trek™ game, featuring innovative bonus rounds not seen before in an online game. They also showcased iPhone® and iPad® games with some of IGT’s most popular titles.
“ICE 2011 was the perfect venue for IGT this year and a huge success,” said Craig Churchill, senior vice president of international sales. “As usual, we were there in force proving, once again, to our customers why IGT is the partner of choice in the marketplace. Our new games were some of the best we have ever showcased, and our server-based solutions created a real buzz on the floor. But, by far, the biggest draw on our stand this year was our display of interactive and land-based convergence solutions. All in all, we are absolutely delighted with ICE 2011 and the opportunities we derived from the event.”
Konami Gaming
As a proven leader in the slot machine and casino management systems market, Konami Gaming Inc. brought a wide variety of new, exciting and unique games and products to display at ICE 2011.
“Operators are more aware of the excellent performance results Konami Gaming products are demonstrating in the region making this year ICE 2011 Konami’s best show yet,” said Eduardo Aching, director of international sales.
To begin, Konami displayed three of their newest and most innovative cabinets. Podium®, a slim-line cabinet, was showcased, along with Advantage 5® and Advantage Revolution®. Advantage 5 is the only full-size 5-reel mechanical stepper in the market. Advantage Revolution, the company’s newest cabinet, is sure to wow customers with two high-definition video screens, combined with traditional mechanical reels.
ICE attendees were given an exclusive look at Konami’s Podium® K2V® video platform featuring the latest video slot products. The platform boasts new increased capabilities such as SAS 6.0 compatibility, allowance for internal, stand-alone progressives without controllers, the ability to run LCDs and an enhanced sound package.
The booth also displayed top of the line game features like Xtra Rewards®, featured on the K2V video platform. This feature offers an extra bet and an extra reward feature. Also displayed was KonXion®, a 5-reel video in a 3-4-3-4-3 reel format, meaning no confusing lines for easy game understanding.
Another exciting product that Konami displayed was Beat the Field™, a 4-level maxi, mega, major and mini linked community-style mystery progressive. Unlike any other games on the market, Beat the Field focuses on horse racing and gives patrons the feeling of being at a real horse track.
Another unique and fun product from Konami on display was Pirate’s Jackpot™, a stand-alone 2-level (maxi and mini) mystery progressive with an additional bonus prize proved to be a treasure among ICE attendees.
Novomatic
With a dramatic booth and an even more impressive array of new games, Novomatic definitely made an impact at ICE.
They presented a range of new products for 2011, including 14 new Coolfire™ games, 15 new NOVO LINE™ games, for both VLT and GDS (games download system) applications.
The Coolfire II game was popular among ICE attendees, combining astounding graphics and great sound quality. These games have proven to be popular internationally, and are available in a growing range of Super-V+Gaminator® multi-game mixes.
The NOVO LINE platforms allow operators to design their own game mixes of games, creating the perfect combination of platforms and games to meet the preferences of guests.
Austrian Gaming Industries GmbH (AGI) a 100 percent subsidiary of Novomatic AG, also presented two brand new mystery progressive jackpots, THUNDERGOD™ and Wild Nights™, and a brand-new community gaming novelty, BANK BLASTER™.
BANK BLASTER offers the unique multi-player feature. A maximum of five players can team up to dial open a combination safe lock, and this game was a hit at the show.
NOVO LINE™ Novo Unity™ II brings a sense of flexibility and functionality to every casino floor. This server-based system offers casinos the opportunity to create a one-of-a-kind experience, linking terminals to different games such as roulette, baccarat, poker, blackjack, Sic Bo and bingo.
Other features that the NOVO LINE™ Novo Unity™ II exhibits include 3-D animated game layouts, online real-time monitoring and user-friendly configuration and maintenance.
“We have all spent a lot of time talking about the future of ICE, and it was good to finally now be able to concentrate on business in the venue and under the organization that our customers told us they prefer,” said AGI Managing Director Jens Halle. “ICE has been a very satisfactory show. We have presented our great range of product innovations, met customers and guests from around the world of gaming and, I feel, pointed the way forward for the rest of this year. I think that we can all feel a little more confident for the future as we work together to the benefit of the entire industry.”
WMS
With over 80 games on display at this year’s ICE, the WMS booth was certainly a must-see on the lists of attendees. At the show, the company launched 26 new games for the Bluebird xD gaming cabinet, 44 for the Bluebird2 gaming cabinet and nine for the Helios gaming cabinet.
The most popular game titles included THE GODFATHER, the first multi-level progressive that allows players to win their way to higher progressive levels; MONOPOLY Around the Globe, a hot air balloon race around the globe for riches; Attack from Mars/Revenge from Mars, the newest games utilizing WMS’ Sensory Immersion gaming platform; Leprechaun’s Gold®: Land O’ Luck™, which is powered by a real-time physics engine; and Super Multi-Progressive™ bank, a five-reel mechanical reel game and progressive lover’s dream that features six unique themes.
“The excitement for Attack from Mars/Revenge from Mars, THE GODFATHER and THE GREAT AND POWERFUL OZ never ended, as customers were standing in line to play throughout the show,” said Candace Lucas, executive director of marketing. “It was really exciting.”
These titles were just the beginning of the attractions at WMS’ booth; they also displayed new games including popular themes from the proven G+ series, for the Italian VLT market, and flexible networked gaming technology from SiP. This enables a range of products, including local area and wide area progressive games, player tracking and cashless gaming solutions and player loyalty bonusing/comps.
WMS also demonstrated 24 video and mechanical reel games enabled by four Portal application families. These families included Ultra Hit Progressive®, Winner’s Share™, MetaScreen™ and Mega Multiplier®.
Also featured at the booth was WMS’ “WAGE-NET Tech Center,” which highlights the company’s commitment to continuously evolving the customers’ casino floor through the implementation of networked gaming solutions.
“There was a lot of optimism around the forward-thinking platforms that elevated WMS’ game content to unprecedented levels, at ICE this year,” Lucas said. “Customers were very engaged with WMS’ Tech Aces at the WAGE-NET Tech Center. There was significant buzz around how the power of Portal Game Enablement technology will drive higher coin-in, slot floor differentiation and operational efficiencies.”
Introduced at last year’s ICE, the Helios cabinet specifically addresses international markets that demand premium gaming entertainment in a value-priced gaming cabinet. Featuring a diverse library of stand-alone and multi-game content, the Helios cabinet is powered by the N-Able™ platform. Both single and dual screens are available, and high-resolution graphics and high-quality audio present themselves on the platform.
This year, several new additions were introduced for the Helios cabinet. They included four game set configurations for the Game Pack™ series, a versatile multi-game product that provides operators with the ability to deliver several games in one cabinet, and two games for the Feature Pack™ series, which allows players to select their favorite game and their favorite feature, providing maximum powered by the N-Able™ platform. Both single and dual screens are available, and high-resolution graphics and high-quality audio present themselves on the platform.
This year, several new additions were introduced for the Helios cabinet. They included four game set configurations for the Game Pack™ series, a versatile multi-game product that provides operators with the ability to deliver several games in one cabinet, and two games for the Feature Pack™ series, which allows players to select their favorite game and their favorite feature, providing maximum flexibility.
Lucas commented that this year was a success for the company, stating, “WMS’ booth traffic was very active, as key decision makers were excited to see the technologies at the forefront of gaming innovation.”
Table Games
Abbiati Casino Equipment
For some companies, ICE is just another trade show on the list for the year. But for Abbiati Casino Equipment, it has proven to be the most important for the company.
“It gives us a great opportunity to meet the majority of the customers, who are coming to London to meet Abbiati staff personally, to discuss the business opportunities and to be introduced to the latest products,” said Terry Clarke, commercial director of Abbiati.
The company displayed some of their latest products, and made several announcements regarding the company’s future business plans.
The products introduced included a number of live gaming tables, such as poker, blackjack and American roulette, as well as a large variety of accessories, including synthetic and wool layouts.
One product in particular, the TV Poker Table, was designed especially for the show, and received great feedback from attendees. The table has a modern design and high-resolution cameras, proving to be a top-quality product for Abbiati.
They received great feedback on a new line of chips, jetons and plaques with RFID, that were designed especially for the ICE show, together with a line of new poker chips, dedicated specially to poker, tournaments and cash games
Abbiati also introduced their brand new Hybrid American Roulette table, which has the capability to run by both live and automated roulette wheels.
The CEO of Abbiati Casino Equipment, Giorgio Abbiati, was pleased to announce the agreement made with Modiano Co., who appointed Abbiati as its distributor of professional casino quality playing cards.
Another exciting announcement the company made was that GLI approved their American Roulette Wheels, with and without laser technology.
“The market is becoming more active comparing with the last steady year and that is a good sign, showing that customers are starting to work on the new projects and investments,” Abbiati said.
Overall, the show was a great success for Abbiati, and their new products and developments are sure to provide acceleration as the company moves forward.
DigiDeal
At ICE, DigiDeal focused on the flexibility of its products. For many new and emerging markets such as Mexico and Asia, hassle-free security and ease of use are important, but meeting jurisdictional requirements is essential. And DigiDeal’s platform can be configured and approved as a table game in one jurisdiction or as a slot machine in another, all without losing a live host.
Only the propriety DigiDeal tables offer a true pit-style table game with a live host. Adding to its flexibility, DigiDeal recently introduced the L2V (live-to-virtual) table. This table provides for card scanning using nearly any third party card scanning device. Now, operators can choose traditional or virtual cards as well as traditional or virtual chips for their DigiDeal tables. Plus, DigiDeal’s new L2V is the only e-table that allows the operator to switch between a hosted, live card mode and an autohost, virtual card mode in a single platform. This allows operators to offer live tables during peak hours and automatic tables during slower hours—all in the same location!
DigiDeal demonstrated the L2V table at ICE using the Bee scanner and at G2E using TCSJOHNHUXLEY’s VUU scanner. The L2V generated a lot of interest in the European markets as well as DigiDeal’s DTS-X table; the leading plug-and-play, eight-player platform, with individual bill validators and ticket printers offering three popular game titles with bonus bet options.
DigiDeal’s classic series of games is available on all of its platforms and localized for the most popular gaming markets. Operators can choose between playing their games in English, Spanish or Chinese. With sales and support offices in multiple countries, DigiDeal is able to provide quality customer support around the world and is the benchmark of e-table technology and innovation.European markets as well as DigiDeal’s DTS-X table; the leading plug-and-play, eight-player platform, with individual bill validators and ticket printers offering three popular game titles with bonus bet options.
DigiDeal’s classic series of games is available on all of its platforms and localized for the most popular gaming markets. Operators can choose between playing their games in English, Spanish or Chinese. With sales and support offices in multiple countries, DigiDeal is able to provide quality customer support around the world and is the benchmark of e-table technology and innovation.
Elektroncek
Just like at the latest G2E, Elektroncek had another stunning booth at ICE. The sophisticated red and black colors drew many visitors in to the booth to see what this Slovenia-based company had to display.
And what they had was all about the Organic line of games. The multi-player products Organic Island, Organic Live 06 Card and Organic Live 09 Roulette were out for show.
The Organic Island line is available in many options, including card generator, baccarat, punto banco, roulette, Sic Bo and craps games, as well as a virtual horse race. The G4 Organic represents the fourth generation of these electromechanical gaming machines and supports the latest technological standards. These games have the ultimate flexibility, allowing operators to choose from nearly endless possibilities, including play station placements, game selection and parameters, multi-language support, time-of-day denomination scheduling and more.
The Organic Live games are semi-automated and offer the choice of any traditional game from the company’s selection. They offer players the ability to place wagers electronically on a live wheel operated by a croupier or an electronic shoe for a baccarat game. Specifically, Elektroncek displayed a compact and modern roulette game designed for nine players. This version allows players to buy in, wager and cash out from their play stations. They also showed an Organic Live card game designed for six players and a croupier. The latest advancement to this game is the ability for visitors to play Virtual Blackjack on all six play stations, with or without a dealer present.
“We had tremendous feedback from many key players in the industry,” Tim Richards, VP of product management at Interblock USA, said. “Many commented on how Elektroncek raised the bar in the multi-player game market, demonstrating a significant gap between us and the competitors. The Organic Island display really opened their eyes to the possibilities now available to them.”
Shuffle Master
At this year’s ICE, Shuffle Master brought attendees the latest in gaming supplies. With four major products being demonstrated, attendees got a taste of what new innovations Shuffle Master brought to the table.
The first product, the Easy Chipper® D, provides quick and accurate chip sorting. If offers better safety features and fewer moving parts, and increases the number of spins per hour. It is also enhanced with a touchscreen interface that is easier than ever to use.
The MD2® with Optical Card Recognition (MD2-CR) is an enhanced version of the popular MD2® batch shuffler that counts and shuffles up to eight decks of cards. The shuffler quickly scans and verifies pre-shuffled decks at the table, and is faster and easier to use. This increases productivity, security and profitability on games like baccarat and blackjack. The MD2-CR works with all card types, and reduces wear and tear, making cards last longer. The product uses the same optical card-reading technology that proved successful on the company’s i-Deal® shuffler.
As Shuffle Master’s newest electronic table system (ETS), the
i-Table® for Specialty Games expands the i-Table platform with a single-deck game version that utilizes the iDeal shuffler. At ICE, the
i-Table was used to demonstrate Ultimate Texas Hold ‘Em®. This product dramatically increases game security, accuracy and speed, which results in an increase in rounds per hour.
The fourth product Shuffle Master unveiled was an expansion of the i-Table platform. The i-Table Roulette™ platform features a live roulette table with the combination of a traditional table and the added functionality and benefits of electronic wagering. The platform’s central display screen boasts a graphically enhanced replication of a felt layout. Spins per hour increase, and errors are eliminated, providing more productivity and profit on the i-Table Roulette platform.
“Our showcase at ICE this year demonstrates our continued commitment to develop utility,”stated David Lopez, Shuffle Master’s interim CEO. “At 51 percent of total annual revenue, our international revenues comprise a significant piece of our total revenue. With an exciting display of diverse products showcased at ICE this year, we are confident we will continue to grow our international footprint.“
TCSJOHNHUXLEY
While many companies claimed success at this year’s ICE, for TCSJOHNHUXLEY, success took on a whole new meaning. Besides displaying a wide variety of new and innovative products, the company was awarded the International Gaming Awards prestigious ‘Best Traditional Casino Equipment Supplier 2011’ for the third year in a row.
This award solidifies TCSJOHNHUXLEY’s status in the gaming world as a clear leader in service and products. But the good news didn’t stop there. The company’s marketing manager Tracy Cohen was also appointed director of Europe for the Association of Gaming Equipment Manufacturers’ new Europe office.
“ICE continues to provide the ultimate showcase for our ever increasing portfolio of products and services, which is why we focus our efforts to ensure new innovations debut in London,” said David Heap, group chief executive. “This year’s show saw the introduction of a broad range of products that will provide operators with that all important added value—maximizing operational efficiency and creating excitement for the players, keeping them at the tables for longer. Feedback so far shows we did not disappoint!”
That broad range of products included the worldwide launch of EL illuminated playing surfaces. This illuminated playing surface uses an advanced electroluminescent technology, a cold light source that is paper thin. It was demonstrated on Double Action™ Roulette and LuminAR™.
The Supernova Table Bonus system was also displayed. This progressive and game bonus system increases revenues by adding higher levels of player excitement and loyalty to the game.
The AccuPLAY™ fully modular system was showcased, and now includes a Cashless Payment System, Virtual Shoe System, Cash In Ticket Out System, 3-D Animation Pack and additional live table game packs.
The newest real-time roulette game, Gaming Floor Live™, is an optimization tool designed to maximize key performance areas and profitability. It displays a new range of eye-catching color, high quality LCD table limit signs that will enhance any casino floor by delivering promotional messages.
With an award in hand and a variety of successful games and systems, TCSJOHNHUXLEY is fully prepared for another successful year.
Testing
BMM Compliance
Making an impact at this year’s ICE was proven test lab leader, BMM Compliance.
With an over-the-top booth display, BMM was sure to grab the attention of all ICE attendees. The booth backdrop depicted a landscape of all the locations in which BMM operates, including the most recently opened offices in Busan, Korea and Mexico.
The company had staff members attending from their worldwide offices in Spain, South Africa, Australia and North America. BMM’s CEO Martin Storm was in attendance, as well as SVP of Operations, Americas Richard Williamson; SVP of Business Development, Americas Drew Pawlak; and Vice President of Operations, Africa & Europe Tebogo Makamo.
“The European markets continue to develop, particularly in the context of online and VLT gaming,” Makamo said. “We had many discussions with gaming manufacturers who are looking for enhanced expertise and experience from their test lab for product certification. BMM continues to make significant advancements in Europe.”
Williamson added: “Clearly, there was a strong focus this year for e-gaming opportunities from all areas of the Internet spectrum. E-gaming regulators were offering consulting services and there was a myriad of companies available to assist in selecting a jurisdiction, a platform, game development and advice on financial matters and security. BMM has already been assisting e-gaming companies prepare for a more scrutinized operating environment, and this ICE show pointed the way to the latest emphasis in gaming.”
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