The Macao Gaming Show is upping its investment to position itself as the premier regional platform for technologies to meet the industry’s latest challenges
Bad news is not necessarily a bad thing. It could be really good if it provides a signal to improve things. For example, recently there has been a lot of bad news about Macau’s gaming industry. This will spur casinos to start thinking more about how to attract customers. That offers lots of opportunities for different vendors,” says prominent gaming inventor and entrepreneur Jay Chun, who chairs the Macau Gaming Equipment Manufacturers Association, organizers of the Macao Gaming Show scheduled for 18th to 20th November at The Venetian Macao.
“It’s not like before, when anything you put on the floor would attract customers. Now you have to think how to make the games more interesting,” says Mr Chun, who nevertheless shares the prevailing view among local industry insiders that all the recent bad news has been a tad overblown. “I don’t think there will be a big impact, especially in the mass market, which continues growing fast,” he adds.
One of the big concerns flagged by analysts ahead of the next wave of Cotai expansion is Macau’s tight labor market. With the city’s unemployment rate running at 1.7% and a small pool of higher-education graduates joining the labor force every year and croupier positions off-limits to migrant workers as a matter of government policy, Morgan Stanley forecasts a shortfall of more than 13,800 workers. Again, technology will be a big part of the solution, according to Mr Chun, who is seeking to position MGS as the premier regional platform to showcase those technologies.
But MGS is more than just a venue for gaming equipment manufacturers to showcase their wares. The event aims to encompass all aspects of the local gaming industry and also includes exhibits by sports betting companies, lotteries, horse and dog racing operators as well as VIP rooms and junkets. “This year we will have some i-Gaming companies coming in as well,” adds Mr Chun.
MGS is on a mission to draw more international visitors, and in support of that goal the organizers have worked with the government to secure travel and accommodation subsidies for overseas buyers. “If you’re a qualified buyer, we can supply up to 70% of your airfare and three nights’ hotel rooms,” says Mr Chun.
Earlier this month, MGS unveiled its expansive exhibitor lineup, featuring a raft of heavyweight international gaming companies, including IGT Asia Macau, Aristocrat (Macau), Aruze Gaming Macau, Ainsworth Game Technology, TCS JOHNHUXLEY, LT Game, BMM Testlabs, Astro Corp, FutureLogic, Angle Playing Cards, Inspired Gaming Group, JCM Global, Matsui Asia and MEI Group.
MGS General Manager and Event Director Marina Wong remarked: “Our objective was to build on the success achieved in 2013 and the response from the international gaming community has been very positive. 2014 is on course to be a bigger event featuring returning companies as well as those which will be new to MGS. The proportion of returning exhibitors [95%] is a very accurate measure of success and I’m delighted to have some very important companies on the floor plan. The MGS slogan, ‘By Asia for the World’, could not be more appropriate.”
MGS has also made a major investment in its international market push. As part of the dual Chinese- and English-language drive, over 100 MGS print and online adverts will appear across 25 gaming media channels ahead of the show in November. In addition, there will be Macau taxi advertising, TV ad slots and visits by the senior marketing team to major international gaming exhibitions and conferences.
Last month, MGS organizers announced the appointment of Koelnmesse Pte Ltd, Singapore, a subsidiary of Germany’s Koelnmesse GmbH, one of the world’s leading trade fair organizers, to support the show. Founded in 1924 with headquarters in Cologne, Germany, Koelnmesse organizes 75 trade fairs and 2,000 conferences worldwide annually. It has organized and managed trade fairs and conferences in Macau since 2006 and opened a dedicated Macau office earlier this year to further invest in the region.
“We are pleased to announce the appointment of such a recognized and world-leading company,” said Ms Wong. “Koelnmesse will provide a range of services with their focus on conference management, exhibitor services, on-site management as well as advice on the overall event concept and structure. This appointment is another indication of our support for and investment in the long-term prosperity and development of Macao Gaming Show.”
