World Gaming Congress set for LV

More than 20,000 gaming executives and investment analysts from around the globe will assemble in Las Vegas this week for the World Gaming Congress & Expo.

The three-day gathering that officially gets under way Tuesday will be highlighted by the introduction of scores of new slot machines and table games, many aimed at capitalizing on the public's fascination with entertainment themes.

International Game Technology alone will debut more than 40 games -- the most in its history -- with tie-ins to such popular television shows as "The Addams Family," "The Munsters" and "South Park."

The world's largest slot manufacturer, IGT is also rolling out its new video version of the popular "Wheel of Fortune" game that, like the company's other new products, offers high-definition graphics and stereo-quality sound.

"This will be the most spectacular array of products IGT has ever introduced," says Joe Kaminkow, vice president of engineering and design.

"The game features have been dramatically enhanced with more elaborate designs, more bonuses, better audio and better animation. The products are packed with entertainment."

Competing slot makers will also unveil products linked to entertainment brand names, a trend that has gained momentum as manufacturers strive to develop games that will draw casino gamblers to well-designed games featuring "fun stuff" as part of their attraction, says IGT Vice President Ed Rogich.

The tie-in to entertainment has become increasingly important in part because players are becoming more knowledgeable and demanding about the games they play, notes John Acres, president of Acres Gaming.

"Mechanical spinning wheels are being killed as the industry moves to video games, which are more like a movie theater complex, where people can find different types of entertainment," he says. "You have to provide a story."

The growing customer sophistication has also led IGT, Acres and other slot designers to develop specialized products that enhance playability and reward customer loyalty.

IGT has enhanced its EZ Route system, originally designed to reduce hopper fills and simplify hand pays, by adding features that allow players to select the denomination of coins they play and to cash out tickets that can be used in other machines the same as cash or redeemed at a coin booth.

Similarly, one Acres product will enable slot players to transfer credits from one slot to another or cash out at cashier areas without having to wait for coins to drop from the machine.

"Lucky Coin," part of a family of loyalty awards in the Acres portfolio, will enable casino operators to reward a player prizes selected by a random coin played in linked machines. For example, Acres said, a casino could run a monthly promotional campaign awarding a customer $1 million simply by betting a single coin in the right machine at the right time.

The gaming expo officially kicks off Tuesday with a keynote address by former Miami Dolphins head coach Don Shula and Ken Blanchard, business consultant and author of "The One Minute Manager."

Seminars by leading executives of gaming companies and state lottery officials will be interspersed with presentations on Indian gaming, regulatory issues and other matters.

The American Gaming Association, with joins International Gaming & Wagering Business magazine in presenting the three-day event, will host seminars on key industry issues such as advertising and marketing and problem gambling.

The gaming conference unofficially begins today with a one-day session for slot managers and makers who will discuss revenue participation games, effective customer promotions and other issues.

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