EXPERTS in the gaming industry, both local and international, came together at Hilton Manila on Sept. 10 and 11, 2024 to share insights and trends at the Inside Asian Gaming (IAG) Academy summit.The summit delved into topics such as the state of the Philippine gaming industry, redefining gaming spaces, the integration of artificial intelligence or AI and women in the gaming field, providing insightful talks to the audiences.The event was also graced by Philippine Amusement and Gaming Corp. (Pagcor) Chairman and Chief Executive Officer (CEO) Alejandro Tengco, who announced the improvements in the local industry as well as the organizations' future plans and outlook.Integrated Resort Developments in the PhilippinesNewport World Resorts CEO Nilo Rodriguez and Nustar Chief Operating Officer Alan Teo provided a glimpse of the Philippine gaming industry from the perspective of integrated resorts (IR) at the President's fireside chat with IAG Vice Chairman and CEO Andrew Scott.The discussion also revolved on the impact of other sectors, such as tourism and the tax revenues, to the business operations of Philippine gaming and personal revenue. Tourism will create a multiplier effect for the industry as it invites international arrivals and indicate development potential for gaming resorts and casinos, contributing greatly to the economy.An example of this was reflected in Nustar Cebu, highlighting its potential due to its airport connectivity and geographical location. With the plans of the Department of Tourism in encouraging international conferences in Cebu, it is expected that there will be more business and incentive trips and a potential to engage more customers.The speakers also touched upon the experience of the industry amid the Covid-19 era and sustainability, which is also crucial in the industry.Rodriguez and Teo said the Philippine gaming regulatory framework was robust enough to allow innovation and movement into different segments of the market.They also emphasized the importance of retaining skilled workers and motivating them to climb the ranks and reach fr career growth. For these initiatives, there would need to be continuous training and strategies for career progression, as well as creating a supportive environment.Delivering new experiences, maintaining a strong revenue engine, adopting to new technologies and processes, and working with people from different nationalities and migrant populations were also things to consider in the industry.Thailand and other greenfieldsMoving on from the local industry, Gaming and Governance Consultant David Green and Steelman Partners Chief Executive Officer Paul Steelman pondered on the opening of Thailand to IRs and what this means for other major gaming gaming jurisdictions.Comparisons were made with casino projects in Manhattan, Queens, Brooklyn, Long Island, New York and Las Vegas.Among these, Las Vegas became a model of success as it offers low gaming tax and has a development-friendly government. Its innovation center also focuses on transportation and airports, which is attractive to many entrepreneurs and gaming enthusiasts.Meanwhile, some countries in Europe, Africa and the Caribbeanstill struggle with Casino regulations. Some Asian countries, such as Vietnam, Cambodia, Philippines and Myanmar have standard casino regulations.Furthermore, the discussion emphasized how casinos have helped the economy by increasinggross domestic product, job creation and tourism.Therefore, it was projected that the establishment of integrated casinos in Thailand would have great potential. Plans about establishing an entertainment city were brought up, which could heighten Thailand's presence in the gaming market. The country may also opt building casinos in strategic locations such as near airports and metro linesHowever, the government would need clear leadership and continuity to establish its gaming industry as a success. The panel members highlighted transportation and resort design challenges that the industry would face.Being aware on the entire spectrum of taxation — not just on casino development tax — is also crucial. Proper planing and execution would be needed to bring a unique and attractive design for casinos.Designing gaming propertiesIn terms of design, Murrray International Chairman Niall Murray gave insights on opening and rejuvenating gaming properties, leveraging on his experience in Caesars Palace, The Venetian Las Vegas, Sands Macao, The Venetian Macao and Grand Lisboa.Designing is more than just creating an attractive destination; it should have a focus on integration. Designing would entail balancing various elements such as transportation and service flow. Sustainable and efficient operations would also need to be integrated.Flexibility would be something that gaming operators need to consider when it comes to restructuring the property's infrastructure; sometimes, quick changes have to be made to accommodate patrons. This does not only apply to properties but to the team as well. They need to have the ability to adapt quickly.In order to have smooth operations, managing staff well would also be a key as they play an important role in guest experience. Staff arrival and departure would have to be managed efficiently. Training staff in advance before opening would ensure a coordinated approach and better oversight.Weekly meetings would help ensure that every staff member is on the same page, providing them with clear and simple instructions and making critical tasks easier to complete.AI in the CasinoWith artificial intelligence (AI) on the rise, the gaming industry should not be left behind. Traffgen Global CEO Andy Caras-Altas, GLI Australia CEO Ian Hughes and Differential Labs Managing Director Clayton Peister discussed the practical implication of AI in the casino setting.The panel members mentioned that AI's role in casinos had been growing with practical applications in marketing and personalization for over 20 years.AI would have the potential to improve customer demand management, email marketing and improve customer service. It would also be very useful in cybersecurity and fraud detection, similar to what banking and financing institutions have.AI had also improved customer journey by making it easier for staff to deliver services. An example of that is generating text in different language, making communication with customers more convenient and comfortable. It can personalize messages and improve customer engagementStill, AI poses challenges in extracting useful information from large datasets, with a focus on machine learning to reduce operational costs. Data quality and migration to the cloud should be carefully assessed as it may pose some challenges as well.To solve this, gaming operators would need trustworthy data and reliable AI models for its successful implementation. There must also be transparency to understand AI's features and contribute to better decision making.Gaming operators also need to set realistic expectations and understand that AI is not gonna solve all of their problems. It will need continuous feedback and learning to ensure its effectiveness.Proper regulation would be needed to integrate AI in casinos without negatively impacting the player experience. There should be a balance between collecting data and avoiding frustration from playersWomen in gamingNewport World Resorts (NWR) Acting Director for Corporate Communication Joy Andrade, Nustar Resort and Casino Assistant Vice President (AVP) for Resort Marketing and Business Development Katrina Mae de Jesus, Okada Manila Vice President for Business Solutions and Premium Marketing Operations Manida Lau, NWR Senior Director for Table Games and Gaming Operations Rhoda Lopez and Pagcor AVP for Gaming Licensing and Development Department Vina Oca talked about their journey as women in a male dominated industry.The panel members highlighted positive experiences due to supportive bosses, good mentors and progressive industry practices. More women are also involved in leadership roles as the Philippines becomes more open to gender equalityHowever, stereotypes are still prevalent such as questioning their capabilities as women. Apart from that, women like them still has duties in their family and had to balance it with work.To foster an industry that is inclusive to all genders, there should be encouraging leaders, support systems, representation, gender development programs, and a progressive nature within.Some of the actions done toward this goal was establishing facilities that support working mothers, emphasizing performance and skill over gender and encouragement of diverse perspectives. Having platforms for discussion such as the IAG summit would also be helpful.The panel members also encouraged women to have confidence and knowledge in their respective fields.Overall, the panel members emphasized having an inclusive culture where everyone is embraced for their strengths and weaknesses as they work together, like a machine. People within the company have the power to create a culture that values diversity and equity. Empowerment is not just centered in gender; it should be about nurturing skills and capabilities.
EXPERTS in the gaming industry, both local and international, came together at Hilton Manila on Sept. 10 and 11, 2024 to share insights and trends at the Inside Asian Gaming (IAG) Academy summit. The summit delved into topics such as the state of the Philippine gaming industry, redefining gaming spaces, the integration of artificial intelligence or AI and women in the gaming field, providing insightful talks to the audiences.
Ad-free access.