CDC Gaming lead contributor Rege Behe’s story last week on various attendees’ fond memories of G2E got me thinking about my own recollections … and the importance of this annual pilgrimage to Las Vegas. I was also reminded of just how many things have remained constant over three decades, while at the same time so many things have evolved.
Like a few of my colleagues, my first G2Es were actually called WGCEs (World Gaming Congress & Expos). I’m not exactly sure of the year, but it was most likely the early or mid-1990s when I first attended. Despite the intervening Persian Gulf War, the end of the Cold War, the re-sinking of the Titanic with Leonardo DiCaprio onboard, the unfounded fear of a cyber collapse when the clock hit the year 2000, and the catastrophic events of 9/11, WGCE/G2E were always the cornerstones of stability and reassurance. (Note: G2E under the helm of the American Gaming Association [AGA] premiered in October just a few weeks after 9/11/2001).
The seemingly small act of renewing in-person relationships with vendors, peers, regulators, educators, and journalists was both comforting and rewarding. It remains one of the most cherished and important aspects of this event. Even for first-timers, these opportunities can pave the way for personal introductions that can blossom and last for a career.
Speaking of careers, G2E has been responsible for many newcomers’ remaining and flourishing in our industry. Especially for those working in remote or isolated Native American jurisdictions, a visit to G2E can completely change their perspective. To experience 15,000-25,000 folks dedicated to casino gaming, with booths staffed by architects and bankers, chefs and software developers, engineers and influencers, can be a game changer. I often granted time off or chipped in for hotel/motel/gas expenses to make sure some floor-level folks with potential made it to this show.
Most of the things that changed over the decades have been welcomed. While hard to imagine today, those pre-G2E years featured a few official vendor presentations at strip clubs. Today, thankfully, women at G2E are celebrated for their professionalism and expertise at events like Global Gaming Women/CDC’s “10 Women Rising in Gaming” held on Day Zero. Likewise, it used to be rare to find a booth that lacked a scantily clad “spokesmodel” or “Playboy Bunny” handing out flyers or signing autographs. Today, most (not all) booths rely on the strength of their products to do the selling.
About 20 years ago, I started writing an annual G2E guide of tips for freshmen at the show. Some, but not all, of those tips are just as strong today as they ever were.
It’s all about the shoes. This one needs no explanation, other than I hope no one is foolish enough to try to break in a new pair at the upcoming show. Personal note: Sketchers slip-ons are a game changer.
Have Fun, but Moderate. This is a three- to five-day event and wonderful cocktail parties almost every night can also play a positive role in developing relationships. But this show is important. You need to practice a bit of restraint to be at the top of your game each day (and each morning after).
Take Notes. This one may be from my previous life as a news reporter, but you’ll have so many important conversations and observations at this show that it’s nearly impossible to recall them all. Take notes. Take notes. Take notes. With cellphones in every pocket, this is easy to do today, supplemented by photos. If you’re going to record anyone, ask permission first. Notes will also be invaluable when you make (highly recommended) follow-up calls the week after. Pro tip: Email your notes and photos at lunch and the end of the day to yourself. More than once, I’ve accidentally erased (or the smartphone gremlins ate) my notes/photos.
Praise Your Rep. When meeting with your sales rep, his/her boss will probably be floating nearby. If possible, make it a point to grab them and tell them in front of your rep what a great job he/she is doing for your property or product. Folks don’t forget these small gestures and such favors have a way of coming around in this business. If your rep is worthless, skip this step. With the upheavals caused by mergers this year, this is especially important.
Over the years, a few of my tips have become a bit weaker.
Business Cards and Brochures. I used to say, “You must bring 100 business cards. That way you’ll only be 100 short.’ However, technology may be relegating these cards to the buggy whip or landline category. Tapping phones, presenting an eCard, or using a QR code is becoming more common in this age of LinkedIn. I still take them and always ask if others have one. But then, I’m an old fart. Collecting brochures is also a freshman mistake. Make notes of interesting ones, then have your vendor bring or email one to your work. You’ll need that extra luggage space for collectibles (see below).
Collectibles. Sadly, many vendors don’t have as many collectibles as in the past (and the supply of chocolates has also been dwindling). Yet they’re still worth seeking. While you may never need a logoed ballpoint pen or another refrigerator magnet, they can still serve a purpose. If you can find them, the most important items are decks of cards, power banks, portable speakers, charging cords, foam dice, bouncing balls, and anything that lights up. These items aren’t for you, but for your team members in the office who missed the show (or your grandkids if you’re so lucky). The pro tip is to mentally mark these locations, then visit those booths a few minutes before the daily close to stuff your bag (doing this too early will stretch your arms).
Hopefully, you all can attend this 25th official anniversary of G2E. The conference sessions and three days of the Expo are all highly worthwhile. If this year is anything like the last few, be sure and thank the folks at the AGA and Reed Exhibitions all their hard work.
If you have time to visit just one day, make it the shortened 10 a.m.-3 p.m. Expo on Thursday. Call today and you’ll find almost every vendor can supply you with a free Expo-Only pass. The product demos on that last day will be short and to the point. Everyone you meet will have great info about what’s hot and what’s not. And the only folks still wandering around are those who really matter in our world of casino gaming.
Enjoy your time and I look forward to saying hello.
