Trade Show Reflections
My first introduction to a gaming trade show was the inaugural World Gaming Congress at the Showboat in Atlantic City in 1985, I believe.
It was the first of its kind, and later spawned notable gatherings like the International Gaming Business Exposition, the Southern Gaming Summit and many more. But the World Gaming Congress became the 800-pound gorilla in the market, and was dominant throughout the 1980s and ’90s.
When the American Gaming Association was formed in the early ’90s, the operators of the WGC cut the AGA in on a piece of the action. Now, most national associations in any industry usually operate their own trade shows. But for a few years, the AGA and WGC survived side by side. In 2000, when the contract was up for renewal, the WGC balked at giving the AGA a bigger piece of the show. Negotiations broke down, and the AGA formed the Global Gaming Expo in partnership with Reed Exhibitions, now RX.
It didn’t take long for the WGC to go away. In 2002, the AGA acquired the remaining assets, making G2E the premier exhibition in North America.
Meanwhile in the U.K., the International Casino Exhibition (ICE) had been growing for years. Land-based gaming in Europe was also growing, and the show became bigger and bigger. It also had a component that G2E didn’t have at the time: online gaming and sports betting, which were legal in most European countries.
When ICE was held in Earl’s Court in London, it had some interesting dynamics. The main part of the show took place in a large Quonset-hut style room behind the original exhibit hall. In the front hall was an amusement show, with games and products that could be sold to arcades.
One year, in a very small area above that main hall, organizers launched the online gaming component—a curiosity at that time. But in a couple of years, the amusement arm of the show was removed and the online component took over the main hall. Soon the show was bursting at the seams, and the owners, Clarion Gaming, moved it to the ExCel Centre in the docklands area of London. Today, the online side of ICE controls at least 75 percent of the show floor. And next year, ICE will be held in Barcelona, the first time it’s ventured from London.
Today, with online gaming and/or sports betting legal in the majority of U.S. states and Canadian provinces, G2E has a large area devoted to these disciplines: the iGaming Zone.
The evolution of trade shows and conferences has mirrored that of the industry as a whole. When you look at New Jersey, where iGaming has been legal for more than a decade, gaming revenues are almost evenly split between land-based casinos in Atlantic City and online casinos and sportsbooks. It’s only natural that trade shows are seeing the same split.
Does that mean we’re two separate industries? I hope not. That would mean divided loyalties and even conflict between the two elements. The gaming industry needs to remain unified, because the challenges that are coming must be met with a strong response that protects all. Whether it’s high taxes, advertising restrictions, shoddy research or government overreach, the industry is the strongest when we’re all together.
Walk the show floor at G2E in October, and you’ll see a dynamic industry that entertains, informs and educates. Marvel at the advances in technology and learn how they benefit your business. Visit the Lab on the exhibit floor and hear from boundless entrepreneurs who have developed new games, new methods and new products that will enrich the lives of players, investors and employees alike.
As the industry continues to evolve, don’t let it divide us. If we stand alone, we’re weak. But together, we can be strong and vibrant.
