I heard from many people after my recent column, “The Internet Gaming War: A Pox (Mostly) on One House”, including Geoff Freeman, president and CEO of the American Gaming Association, who was criticized in the piece. “I largely agree” emailed Freeman. In the ensuing discussion regarding various AGA issues, I asked “Is internet gaming the only note the AGA is going to play this year?”
Freeman’s email reply was swift and (unusually) combative: “Does the AGA care about anything else than igaming? The answer is an emphatic ‘YES!’ Attached is our 2014 strategic plan. Feel free to publish it. We need to build champions, tell the gaming industry’s positive story, build a more efficient regulatory system and provide greater educational value to individuals across the gaming industry. THIS is our real calling!”
So I printed out the AGA 2014 Strategic Plan (you can click here to download the PDF) and then read through it several times.
I have both a BSBA and an MBA from Babson College, have assisted in writing over two dozen strategies/long-term plans, and reviewed hundreds more (so this is not my first time at the rodeo). And I found this strategic plan well-organized and enlightening.
The plan includes a no-holds-barred review of the AGA current status – to the point that I felt I was being confronted by people who knew (and mostly agreed with) everything we were saying behind their back:
- Industry CEOS are the AGA’s primary constituents, but opportunities are being missed to add value to other executives.
- (The AGA) lacks forums and visibility to credibly serve broader industry communities.
- (There is) no clear strategy for growth in member benefits.
There are solid concerns regarding the gaming industry, including:
- The percentage of Americans engaged in gaming is constant, raising questions about how to drive demand.
- (The) declining interest among young people creates uncertainty about the relevance of casino games in the age of mobile. (Note to Freeman – I wish I heard more of this argument and less “existing black market” when discussing Internet Gaming.)
- An inconsistent, complex regulatory model escalates costs and impedes growth
And the plan then offers both general and specific actions for 2014, including:
- Build Industry Platforms and Messaging: Invest time to develop clear messaging on a handful of overarching, proactive positions (example: Gaming is a Growth Industry, Gaming Builds Communities) that the AGA will drive on behalf of the industry.
- Launch Perception Driven Research. Expand existing State of the State research and develop new research including: Gaming Builds Communities, Faces of Gaming, Gaming and Innovation.
- Develop a Pro-Gaming Advocacy Agenda: Target Champion Development on both the state and national levels; hold on-the-ground events to tout the value of the industry; build the case for modernized regulatory and licensing and move aggressively to block those who pursue illegal or unregulated activities.
- Expand member value by establishing the AGA as an invaluable resources to industry executives and the single most credible source of information about industry trends and insights (including a revamp of G2E the industry leading tradeshow as well as the AGA’s primary source of revenue).
Most importantly, at least to me, the AGA 2014 Strategic Plan belies the overly-circulated myth that the AGA’s primary reason for existing, today, is to assist one or two gaming giants expand into internet gaming.
My main criticism of the plan: It deserves more publicity. Until Freeman sent it to me, I didn’t know it existed. I have never seen it publicized in an AGA email or publication, nor can I find it on their website. Granted Freeman has just replaced his entire communication staff (and based on personal experience – it’s a positive step) and I assume is planning a major overall of their very dated website.
At his initial 2013 G2E appearance, as well as in several press interviews, Freeman has stressed the importance of expanding AGA membership. For that, the AGA 2014 Strategic Plan starts the organization on the right road. If and when plans become actions, and actions become accomplishments, I think Freeman and the AGA will be able to reach their membership goals. I’ll certainly be a supporter of that.
(Disclosure: CDC Gaming is an AGA member and a G2E sponsor. We do not receive any income from either organization.)
