“As usual, we expect to enable the exhibitors to realize their goals”

How are the preparations going? What are your expectations from the event?
As usual, we expect to enable the exhibitors to reach their goals. From the moment we ended the last edition we have been preparing the planning of the present one. Organizing events like these certainly isn’t for beginners! Those that succeed in this business are those that know the needs of the industry and how to meet them and, above all, those that know how to deliver a return on investment.  SAGSE Latin America has been performed for 21 years now and it is one of the three main exhibitions worldwide, together with ICE in London and G2E in Las Vegas.

Every year brings different challenges. And new ones – which we can deal with thanks to a dynamic internal structure capable of dealing effectively with different market situations and developments. SAGSE – with its shows SAGSE Centroamérica y Caribe @ Panamá and SAGSE Latin America @ Buenos Aires – has an all encompassing reach catering for the particular circumstances of  each country.

SAGSE is symbolic of the current situation in the Latin American market. The regional gambling industry has been growing exponentially and still has plenty more potential to develop and expand.

The exhibiting companies turn up to SAGSE year after year testifying to the good health of the sector, and showing that they can deal with regional businesses with professionalism, security and credibility.

This became clear from a survey of the most important regional operators, which revealed that they prefer doing businesses with companies that participate at SAGSE over those that do not.. The perception is that those represented at SAGSE can be counted on as a potentially solid investment option and that they have the necessary financial to do business reliably.

How does the event’s name-change reflect its goals and coverage?
SAGSE Buenos Aires has renewed its brand to adapt to the current situation and to the reach and relevance of the event. It has a Latin American coverage and therefore its name has been adapted to this new reality: SAGSE Latin America.

Buenos Aires will be the first event to unveil all the novelties and state-of-the-art products and services recently launched in G2E Las Vegas. Therefore, it can be considered “the first trade show of the financial year in Latin America.”

An international exhibition such as SAGSE is one of the most effective ways to establish and maintain customer relations. In an age where digital media and contact are critical and face-to-face contact is on the wane, SAGSE assumes importance as a meeting point for the most qualified (including international) industry figures. It is a unique intersection of buyers, sellers and products. The event is considered the most powerful driver of the gambling businesses in Latin America.

Communication in an event like SAGSE is interactive. One can be face to face with the industry, touch, ask and have an immediate response, challenge and debate about a solution. At SAGSE, the most persuasive sales campaigns can be performed and, as we said, key relationships can be forged.

Has the difficulty of importing goods to Argentina had an effect exhibitor numbers? How have companies reacted to comment about this issue?
The host country for the development of SAGSE was selected for the medium and long term in mind. Buenos Aires is the most cosmopolitan city of the whole continent.

The “global factor” is a crucial element, because every day more and more multinational companies choose to reach an agreement and unify their launching of new products at a regional level. SAGSE supports this trend.

The important presence of international manufacturers that have chosen SAGSE as the first step for this area has generated a “magnetic” effect for regional operators and the new brand image is helping to broaden participation further.

SAGSE Latin America is a 100% international show. It provides feedback to a whole region such as Latin America.

The Argentine situation and difficulties around imports cannot be denied, but, overall, it has not affected us so much. SAGSE is an international event in a country that, yes, is experiencing problems in regard to importation, but the country certainly does not ban the activity. At any rate, Argentina is the most important market in Latin America, with the greatest netwin of the region and a regulatory system considered a model to emulate by other jurisdictions.

Which exhibitors and companies will be present for the first time?
The rookie companies are: 247Vivo, Global Bet, Affiliated Marketing Group (Peru Gaming Show), Argenlive.com, Baum, BEGE Expo, Bet Construct, Betradar, Clarence J. Venne, Comisión Nacional de Juegos de Azar (Conajzar), Decorbet, Digito Identidad Visual, Enada Rimini Fiera SPA., Freshline, Gaming Standard Asociations, Golden Bet, Key Vigilant - Solo Soluciones, MSK Juegos Infantiles, Mundo Inflable, Media Stream, Casino Magazine, Pantalón Argentino, Patagonia Games, Russian Gaming Week Minsk, Spin Entertainment, Golden Race, Xpro Gaming, Manar Industries, XPG Live Dealer Casino and Yani Toys, among others.

The presence of the above illustrates the clear growth of the industry. There are new companies both from the land-based environment and the new online environment. 

Those exhibitors that have presented previously and will be exhibiting this year as well are: ALEA, ALEARA/Argentina Entretiene, Ainsworth Game Technology, Alfombras Atlantis, Aristocrat, ASAP Comercio Exterior, Bacigaluppi Hnos, Bally Technologies, Billar Club Multicolor (BCM), Belatra, Bis 2 - Business Intelligence Systems Solutions, Chamber of Official Agencies of the National Lottery, Chamber of Official Agents of Lottery and related industries in Buenos Aires, Carpet Cleaner GMBH Austria and Life Cycle Eco Friendly Decking, CASCBA, Casino Compendium, Casino Enterprice Management, Casino International Americano, Casino Technology, Chem Tronic, Cirilo Ayling, Clarion Events - Gaming Portfolio, Custom Argentina, Dayco Gaming, Ding News, DLV, Dtktor, Ed Roberts, ElectroChance, Econnect, EGT, Federación Argentina de Cámaras y Asociaciones de Lotería, Quiniela y Afines (FACALQA), Foster Casino Suppliers, Galfrost, Game Time International (GTI)/ Haw Tian, Games Magazine, Gaming and Amusement Suppliers, GLI, Global Gaming Expo, Global Zitro, Goldenwear Indumentaria, Goody Group - Uniformes & Mantelería, Grupo Ayex, Host News, Hot Games, IGT, Insert Coin SRL, Instituto Provincial de Lotería y Casinos, Intergaming, International Casino Review, Isolant, JCM Global, Konami Gaming, Lacer, Legendary Gaming Group, National Lottery, MAdEX Game  Engine, Magbis, Magnetic Cash, Melex, Merkur Gaming, Miss Gaming International, Molina International, Monografie, Novomatic/AGI Argentina, Oasis Entertainment Group, Taiwan commercial office, Permaquim, Poker Face, Prosegur, Revista Casino Turismo y Entretenimiento, Magazine Casino Turismo y Entretenimiento, SAGSE Centroamérica & Caribe 2014, SAGSE Latin America 2014, Selton S.A., SHFL Entertainment, Sielcon, Solo Azar, Suzo Happ Argentina SRL, Tai ping Carpets Latin America, TCS John Huxley, Tecnogame, Tom Horn Enterprise, TransAct, Uniseis -

Universidad Argentina, VEC - Carpet Cleaner GMBH Austria, Wedell Travel, WMS Gaming and Yogonet, among others. 

What is the added value of events such as Global Gaming Women – LATAM and  the EY! series of conferences?
Having for the second time in Latin America a networking event such as Global Gaming Women – LATAM is a great responsibility. We believe in this GGW project because, for us,  “the relationship” is one of the keys of success. We want to help women in Latin America  network and create links. Panama was the first to hold GGW and we are sure that this time round at SAGSE in Buenos Aires the event will be doubly successful.

With regard to EY! Encuentro Yogonet, this year it will offer a very varied list of topics, among which stands out a deep analysis of the current situation of the different Latin American jurisdictions. Besides, experts will discuss in a dynamic way with the public about: Total Cost of Ownership (TCO): Keys to making secure and reliable decisions when renewing the slots theme; Slots: How to take advantage of player preferences to draw attention; Key import and export considerations in Argentina; What and how much information do we need to take the right decision on our gaming operation; Asset laundering prevention: Practical aspects for gaming operator; Casino + Entertainment: Strategies and successful business cases; Training: The key to a successful career within the gaming sector and, finally, Corporate Social Responsibility. 

You will be awarding a "Best Design and Marketing” prize – what will you be looking for from nominees? 
We have been looking at the designs to be presented at SAGSE and we believe that this year there will be more creativity than before. It is a difficult year at a global level, but a good standard of quality and participations have been maintained, ensuring that as a whole the the gaming sector in Latin America operates optimally. It is at the hardest times when it is necessary to put in the extra effort to stand out and succeed.

Traditional marketing is changing.Customers have become more sophisticated and demanding, and have more awareness of the importance of the institutional image and the security that a brand transmits. Now, more than ever, beyond the importance of a company, the key to success is in reaching the adequate public at the right time, and in the right place. SAGSE Latin America will do just that on November 12-14 at the CostaSalgueroCenter. 

Trade Show Marketing offers a practical and efficient tool, which is easy to measure and which brings a unique opportunity to build relationships through face-to-face contact. The importance of how a stand communicates and the messages it transmits  are crucial in trade show marketing, because the stand is perceived by the operator as a reflection of what the company is like. 

That’s why the booth must be attractive and make an impact. We just have a few seconds to draw attention while visitors pass by the stand. It is necessary to incorporate content, draw the attention of the professional visitor in an innovative way.. The booth is the cover letter of his company within SAGSE. The booth that will be awarded will be selected  by SAGSE visitors, who will be surveyed to know which was the company whose booth best engaged them and stopped them in their tracks.

Will you deliver the Golden Eagle Awards this year?
Yes, we will deliver two more awards.  The accolade will be delivered for the fourth time in Latin America to the most remarkable personalities in the industry. This is the award for the elite of gaming, the “Award for business development.”

The objective is to demonstrate individual skills, enhance the image of the candidates, their actions and achievements throughout their career in the industry up till now. 

This award covers the Latin American gaming market and candidates must be executives of companies carrying out operations in Latin America, and must contribute significantly to the development of the industry from Mexico to the South of Argentina, including Central America and the Caribbean. They may work for the public or private sector, and  have contributed significantly to the development of the sector in Latin America and continue having a well-known activity at an international level. The transparency in their actions and professional ethics will count for much.   

The symbol of this award is the Harpy Eagle; this trophy is a faithful reproduction of a solid metal Eagle and is plated with 24k gold. It is a bird that has large claws to catch their prey and powerful legs. They also have an incredible view that allows them to discover and pursue their prey over long distances. Eagles have a clear view that in times of conflict or crisis can clearly see their targets. 

To date, winners of the Gaming Golden Eagles are:

Panama 2012

• Jens Halle (Novomatic)

• Antonio Sabaj (Codere)

• Alejandro Saraintaris (Aristocrat)

• Eduardo Aching (Konami)

SAGSE 2012 Buenos Aires

• Gavin Isaac (SHFL Entertainment)

• Sebastián Salat (WMS) 

• Héctor Luna (Codere Argentina)

SAGSE Centroamérica & Caribbean 2013

• Thomas Niehenke (Merkur)

• Helios Navarro (Cirsa)

How many visitors are you expecting?
3,500 people have confirmed attendance and 10,000 international visitors are expected overall, with 35% more products on display. Operators from Argentina, Austria, Belarus, Brazil, Bulgaria, Canada, Chile, Colombia, Costa Rica, Curazao, Spain, US, France, England, Israel, Italy, Mexico, Panama, Paraguay, Peru, Singapore, Taiwan, Uruguay and Venezuela have confirmed attendance. They will come here in search of equipment.