1. GAMING IN ALBERTA -
THE NEXT EVOLUTION
Presented to: 9th Annual Problem & Responsible Gambling Stakeholder Symposium
October 22nd, 2013
by Kent Verlik
Vice President, Lottery and Gaming

2. 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.

4.  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

5. 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.”

6. Key Drivers for Change
Obsolescence and Absent Technology.
Evolving player expectations.
Increasing competition for the discretionary entertainment
dollar.
Protect revenues.
Responsible gaming.

7. 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

8. 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

9. 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.

10. 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.

11. Single View of the Player
VLT, Casino,
Skill-based
Games
Lottery
Games
New Game
or Delivery
Channel
Demographic
Information
Game
Preference
Unified
Wallet
Identification i.e. via
Player Card
Responsible
Gaming
Custom
Interface

12. 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

13. 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.

14. 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

15. Key Considerations and Challenges
Interconnectivity 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

16. QUESTIONS??