With a fresh look, G2E hopes to build on the success of 2022

June 27, 2023 10:30 AM
Photo: Mockup CDC Gaming Reports
  • Rege Behe, CDC Gaming Reports
June 27, 2023 10:30 AM

By most measures, the 2022 edition of the Global Gaming Expo was a success. After attendance dipped in 2021 because of concerns about COVID-19 restrictions, nearly 25,000 gaming personnel returned to the Venetian Expo in Las Vegas for four days of education sessions, keynote addresses, and other industry events.

After a year of intense planning to get the convention back on track, no one would have blamed G2E Event Vice President Korbi Carrison and her staff for putting planning for this year’s event on cruise control.

Instead, the 2023 edition of G2E returns rebranded with new logos, color schemes, and features designed to enrich attendees’ experience.

“As competitive people, we always want to top what we’ve done before,” Carrison says. “It was a great experience for us (in 2022) and a relief when the show was over. Everyone was really happy. At the same time, we knew that the bar was set even higher for this year.”

Registration for G2E, scheduled for October 9-12, 2023, at the Venetian Expo, opens today (June 27). G2E is presented by the American Gaming Association.

The rebrand serves two purposes: It’s a freshening of the previous G2E look and, more importantly, a way to celebrate the gaming industry’s changes over the last five years. The new branding also reinforces the idea that the convention is not only the most important gaming industry event in the U.S., but also the world.

“We wanted the brand of G2E to reflect how far the industry has come and where the industry is going in the future,” Carrison says. “We took a long look and talked to a lot of people about their thoughts, where is the industry coming from and where it is going. And we created a brand that is more reflective of that, reinvigorating and modernizing the look and the position of G2E.”

The repeal of the Professional and Amateur Sports Protection Act in 2018 that paved the way for legal sports betting across the United States, the emergence of new sectors and technologies including igaming and cashless payments, all have indelibly changed the gaming industry, and arguably made it healthier.

To reflect ongoing changes in the industry, G2E this year issued a call for speakers and content in March. Carrison admits to being a bit uncertain if the call would be answered, but more than 400 responses will fill about 80 spots on G2E’s agenda.

“We expected to have spots around Tribal gaming, sports betting, igaming, and digital payment options,” Carrison says. “Things that we’ve been talking about and have been really interested in bringing to the market for a long time. But we saw a lot of ideas around AI weaving through all of those topics.”

One notable change on the expo floor will be a nod to increased innovation. The Innovation Lab, a gathering spot for entrepreneurs and tech gurus at past conventions, has been rebranded as The Lab.

“That’s a space where we’ll invite experts to share their thought leadership,” Carrison says. “I think you’ll find fun activations in that space, and opportunities for people to gather to discuss different emerging technologies that are exciting to the future of the industry.”

There will also be an igaming zone for technology providers dedicated to that industry segment in the expo hall.

Rege Behe is lead contributor to CDC Gaming Reports. He can be reached at rbehe@cdcgaming.com. Please follow @RegeBehe_exPTR on Twitter.