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??