Organizing Trends: Mergers, Acquisitions, and Evolution

First, although change is never easy, especially when you’re in its direct path, it is often a natural progression of life and business. Across the 40+ industries we serve around the world here at Reed Exhibitions, we witness a lot of business activity, and the reality is that periods of consolidation are not uncommon. As market conditions change along with technology, customer access, and social trends, companies often emerge and change with them.

In looking at the G2E portfolio, which includes the two largest gatherings of the industry on either side of the world, we continue to see growth in spite of these trends, but we also see a different type of event than we did 5-10 years ago. We see much more non-gaming content for example which we strategically enhanced based on market dynamics and the structure of today’s integrated casino resort. Our food and beverage components are expanding, and we’re excited to introduce our new Hotel Show this year, produced with the Nevada Hotel & Lodging Association, which will add a whole new array of content this fall.

On the gaming side we see much more diverse and extensive product lines, which in many cases is due to some of the activity mentioned earlier. Unlike our National Hardware Show for example, which is one of the largest tradeshows in America with very clearly defined product segments (tools, paint, lawn & garden, etc.), it’s increasingly difficult for G2E to place gaming companies in specific product areas because so many focus on much more than just one core segment these days. It changes the way we categorize them and match-make them with buyers. At the heart of everything we’re seeing a surge in the amount of interactive technology at the show, from both new specialized companies specifically serving those sectors, as well as those from the core who have expanded their portfolios. Since as recently as 2012 in fact, we’ve seen the amount of product from those segments increase by more than 1000% at G2E as well as G2E Asia in Macau. This evolving phenomenon, especially with the emergence of social gaming and younger players in mind, has even created some buzz around the possibility of more skill play games. We’ve seen a taste of that in certain bonusing features today, but could we see even more down the line? A lot would need to change to make that happen and it will be interesting to watch.

With all of this change in mind, our business is certainly changing as well. In today’s world we’re accustomed to very quick access to various types of information. Ten years ago, anyone who attended a tradeshow had to carry around printed directories, maps, appointment books, product information, etc. Today with widespread adoption of smartphones and tablets we’ve been able to shift our distribution of content in a more streamlined and targeted way. Our Mobile App for example allows people to register for the show, access exhibitor and product info, search for speakers and seminar topics, and find their way around the convention center—all from their mobile device. This year we’ll be enhancing that feature to even add geo-location which will show visitors exactly where they are on the G2E show floor and how to get to other companies or points of interest. To start your journey visit our website at www.globalgamingexpo.com or download G2E Mobile in the Apple store today. I look forward to seeing you in the fall.