International Casino Conference

Working in partnership Co-Located with:

www.internationalcasinoconference.co.uk

Monday 25th January 2010, Earls Court Exhibition Centre, London

Hosted by the ECA, co-located with IGE:from the casino industry, for the casino industry

Hear compelling speakers on key issues:

EU Gambling Regulatory Framework: Quo Vadis?

The Future of Gaming in Europe and Beyond

Innovate or Die – The Supplier Perspective

Loyalty: Marketing Ploy or Strategic Tool?

Social Media: A New World of Virtual Opportunity?

International Casino Conference (ICC) 201025th January 2010, London, UK

12.00 Welcome and Registration

12.00 – 13.00 Lunch

13.00 – 13.05 Opening Remarks:

Ron Goudsmit, ECA Chairman and Secretary Executive Board at Holland Casino, The Netherlands

13.05 – 13.20 Keynote Speech

Ellen Hausel Heldahl, Swedish Ministry of Finance

As holder of the EU Presidency in the run up to ICC 2010, Sweden is in the driving seat of the EU debate on gambling and has an important say on the shaping of future policy developments in this area. Ellen Heldahl of the Swedish Ministry of Finance represents the Presidency on the Council Working Group on Gambling, which was initiated in 2008. Prior to being replaced by Spain as the succeeding EU Presidency in January 2010, the Swedish Presidency will present a progress report to the Council in December on the work done by the Council Working Group, which will also include recommendations for the next Presidency on how to proceed on the issue of gambling.

In her speech, Ms Heldahl will offer insights into the status of the regulatory debate on gambling, the work accomplished by the Swedish Presidency in that respect and what it believes should be done in the coming months. In doing so, she will set the frame and direction for the subsequent EU panel session, providing an excellent starting point for the panellists and discussions to build on.

13.20 – 14.00 EU Gambling Regulatory Framework: Quo Vadis?

Panel Session: How gambling will be regulated at EU level in future remains a topic of much controversy – despite the important clarifi cations brought by the European Court of Justice’s “Santa Casa” ruling. A number of Member States have already begun reviewing their national gambling frameworks, yet the approaches they have chosen seem to differ fundamentally. Many questions remain unresolved, and the contradictory positions of the different stakeholders offer a clear indication of just how challenging it will be for the EU institutions to devise a common framework solution.

This panel brings together national regulators, legal experts and representatives of European institutions at the forefront of infl uencing change in Brussels for a frank discussion of regulatory trends and perspectives for the European gambling sector and an assessment of the options for a common solution.

Moderator:Philippe Vlaemminck, Partner, Vlaemminck & Partners

14.00 – 14.30 Paul Steelman Masterclass

Speaker Session: The world’s leading designer of entertainment, hospitality and gaming architecture paints a visionary image of a future in which casinos will take their place as entertainment destinations of choice. In doing so, he takes a critical look at how casinos need to change to compete against the array of other entertainment offers on the market.

Established in 1987, Steelman Partners crafts exemplary casino/resort designs for an ever-increasing global market, with well over 2500 designed projects worldwide, including The Sands Macau – the fi rst Las Vegas style casino in the People’s Republic of China.

Speaker: Paul Steelman, CEO, Steelman Partners

14.30 – 15.15 The Future of Gaming in Europe and Beyond

Panel Session: The gaming industry is currently undergoing a period of fundamental change. Boundaries are merging, new companies and opportunities are emerging on the market and everyone is seeking to secure their own share of the pie. Yet the size of the market is also being infl uenced by regulators, whose driving force is the well-being of the population at large. So how big is this extended gaming market really and what role do national and EU regulators and lawmakers play in determining the size of the gaming pie? Who wants – and will actually get – the different pieces of the pie? What developments are already underway and what can be expected in the future. How will consumers react to these changes?

In this frank and thought-provoking panel session, CEOs, high-calibre industry leaders and innovators from a range of different gaming companies and sectors discuss their opinions and visions of the future of gaming in Europe and beyond.

Panellists:Ellen Hausel Heldahl, Deputy Director, Swedish Ministry of Finance Jean-François Vilotte, President, ARJEL, FranceFrancesco Rodano, Head of Remote Gaming, AAMS, Italy Michael Aendenhof, Belgian Permanent EU Representation Reuben Portanier, CEO of the Maltese Lotteries and Gaming Authority

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12.00 Welcome and Registration

12.00 – 13.00 Lunch

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Moderator:Philippe Vlaemminck, Partner,Vlaemminck & Partners

14.00 – 14.30 Paul Steelman Masterclass

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Panellists:Ellen Hausel Heldahl, Deputy Director, Swedish Ministry of Finance Jean-François Vilotte, President, ARJEL, FranceFrancesco Rodano, Head of Remote Gaming, AAMS, Italy MiMichchaeael l AeAeendndenenhohof,f, Belgian Permanent EU Representation ReReububen P Porortataninierer, CEO of the Maltese LLotteriies and Gaming Authority

Moderator:Ron Goudsmit, ECA Chairman, Secretary Executive Board at Holland Casino, The Netherlands

15.15 – 15.30 Coffee Break

15.30 – 16.15 Innovate or Die – The Supplier Perspective

Panel Session: It’s not even on the market yet, but it will happen and it will change the face of gaming. How do gaming industry suppliers view and infl uence industry trends? What is the current focus of their R&D spend? Have R&D policies changed as a consequence of the global economic crisis? How do they see the situation in their customers’ casinos and what developments do they expect in the coming year? How much research is done into player preferences in each market? What new machine and systems technologies will be introduced in the coming year?

In this informative session, slot machine, gaming technology and trends experts discuss the current landscape and offer their view of what European and other global markets can expect from the innovators behind these cash-producing devices, and answer questions from the audience about how their respective game development processes work.

Moderator:Lucien Wijsman, Founder, The Slot Academy, CEO, fl eXpeQt Quality Solutions

16.15 – 16.45 Loyalty: Marketing Play or Strategic Tool?

Speakers Session: Loyalty can, of course, help casino operators grow revenues from existing their customers, but what are the real benefi ts of such loyalty programmes? How do such programmes help casinos develop an

in-depth understanding of who their customers are, how they behave and what they really want? And when they have this knowledge, how can they then use it to change the way they attract new players and create real business growth? How can loyalty programmes complement and work hand-in-hand with responsible gaming activities and regulations?

In this customer services oriented session, loyalty programme developers, strategists, industry experts and operators take an in-depth look at the pros and cons of customer loyalty systems in a casino and gaming environment and illustrate how casinos can use this intelligence to transform their gaming portfolio and the services they offer.

Moderator:Benjamin Chilcott, CEO Iris Concise

16.45 – 17.30 Social Media: A New World of Virtual Opportunity?

Speakers Session: With revenues from (non-gaming) activities on social networking sites expected to top $1bn in 2009 and $1.6bn in 2010, everybody seems to want a share of the action. But do virtual social networking sites like Facebook, LinkedIn, MySpace and YouTube really represent a new marketing tool for real-life casinos? What are the opportunities (and risks) of tweeting and blogging? Who in the industry is already marketing their products on these sites? How are they doing so? What are the critical success factors of marketing via social media?

In this new media oriented session, marketing, advertising and social media experts present innovative solutions, discuss the possibilities and demands and answer questions from the fl oor about the opportunities and risks of marketing real-life products in a virtual environment.

Moderator:Hermann Pamminger, ECA Spokesperson and Corporate Head of Marketing at Casinos Austria International

17.30 – 17.40 Closing Remarks from the Chair

18.30 - 21.00 ICC Party sponsored and hosted by The Ritz

Panellists:Paul Herzfeld, CEO, Casinos Austria InternationalDick Flink, CEO, Holland CasinoAnnette Kok, President, Euromat Olivier Ou Ramdane, CEO, SPS Mark Davies, Managing Director, BetfairJurian van der Meer, Head of International Gaming Business Development, Endemol

Speakers:Andrew Webb, Managing Director, VIAGEDennis Conrad, President, Raving Consulting Company Thanasis Tsatsoulis, Marketing Director, Club Hotel Casino LoutrakiRichard Noble, Chief Operating Offi cer, Aspers Group Limited

Speakers:Marcus Prater, Executive Director, Association of Gaming Equipment Manufacturers (AGEM)Gerhard Burda, Senior VP Gaming Solutions, GTech Kurt Quartier, V.P. International Casino Markets, IGTDaniel Lindsay, GM Europe, Aristocrat Technologies Europe

Speakers:Martin Blach, CEO, Zum Goldenen HirschenYseulys Costes, President, MilleMercis

Moderator:Ron Goudsmit, ECA Chairman, Secretary Executive Board atHolland Casino, The Netherlands

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Moderator:Lucien Wijsman,Founder, The Slot Academy, CECEOO, fl fl eXXp QeQtt QQu lalitity SSollutitions

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Panellists:Paul Herzfeld, CEO, Casinos Austria InternationalDick Flink, CEO, Holland CasinoAnnette Kok, President, Euromat Olivier Ou Ramdane, CEO, SPS MaMMarkrkrk DDDavavavieieies,ss, Mana agaging g Director, BetfairJurian van der Meer, Headd ofof I Intnteererrernanananatittitioonon llalalal GGGGG Gammamamama iningg BuBusisinenessss D Devevelelopopmementnt,, EnEnded mol

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International Casino Conference25th January 2010, Earls Court London

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