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
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
The right game, in the right place, at the right
5. Casino Modernization and
Strategic vision for casinos
“A personalized and entertaining gaming experience value by
“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
7. Key Characteristic of Future Model
Stand-alone slots Multi-player games
Traditional favourites Newly-released games
Variety of bet
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
TVs and other media
Non- Gaming Entertainment Options
High entertainment Value for Players and
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
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
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
Identification i.e. via
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
There are opportunities to ensure that bingo continues to be
available to players.
Electronic bingo is fairly easy to self-manage and does not
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
Adopt online presence and embrace social media
15. Key Considerations and Challenges
Interconnectivity beyond the four walls
Future long-range financial model
Value proposition for players
Ownership of player data and privacy
Vendor integration capabilities