Zona de Azar USA – Preparations for G2E: Insights from Industry Veterans and Newcomers

USA.- July 23, 2024 www.zonadeazar.com At last year’s Global Gaming Expo, Jonathan Michaels estimated holding between 55 and 60 meetings over the four-day event. For many in the industry, the key to a successful G2E starts well in advance.

Companies often begin their preparations immediately after the previous year’s event concludes, ensuring every detail is planned meticulously.

Carol Thompson, marketing director for Las Vegas-based payment companies Marker Trax and Koin, reveals that they start their preparations as soon as the prior G2E ends. “We make sure our space is secured and begin outlining what we’ll be showcasing,” she says. As newer companies, Marker Trax and Koin, launched in 2018 and 2021 respectively, have limited resources and must identify their primary team members early on.

In 2021, social media influencer Brian Christopher attended G2E with just one assistant. This year, his company BC Ventures, now a multi-million-dollar business, will send a small team of corporate development leads, content production, and social media experts. Marco Bianchi, BC Ventures Co-founder and SVP of Operations, emphasizes the importance of having a well-prepared delegation to maximize industry exposure.

BC Ventures has proposed two panel ideas to the organizers and will feature a player-centric livestream with Christopher from the BCSlots section at the Plaza Hotel in Downtown Las Vegas. Bianchi highlights the importance of getting the team ready ahead of time, with one team focusing on corporate development and another on product development, producing content for FlipTheSwitch.

For the non-profit advocacy group Global Gaming Women, G2E serves as an opportunity to celebrate women in the gaming industry and raise funds. GGW President Lauren Bates describes G2E as an “all-hands-on-deck” situation, with the organization learning each year from their experiences and aiming to start preparations earlier to avoid last-minute issues.

Peter Mastroianni and Frank Mugnolo, creators of the new table game Knockout 52, take a more traditional approach, focusing on direct outreach through emails and phone calls to invite visitors to their booth. They believe the energy of their game, along with their enthusiasm, will stand out on the tradeshow floor.

Aristocrat’s Chief Marketing Officer, Mark Wadley, notes that preparation for G2E and other trade shows is a continuous process refined over years. “We start planning for the next year on the last day of the show,” Wadley says, emphasizing the ongoing effort to enhance the event experience.

As G2E approaches, final adjustments will be made, and plans will be refined. Michaels likens the preparation process to playing Tetris, where fitting everything in requires careful planning and hope for a successful outcome.

Edited by: @MaiaDigital www.zonadeazar.com