"Our ‘Experience is Everything’ message and technology showcase will be the stand-out offering of 2016"

What do you expect to see at ICE 2016?

ICE keeps getting bigger every year and so do we as a business. It is the most important event of the year for us and gives us a great opportunity to showcase our technology and content suite and what we have coming soon. We wouldn’t miss it.

What products will you be showcasing?

It will be our most ambitious stand presentation to date. Our slogan and key message this year is ‘Experience is Everything’ and is aligned with our pioneering omni-channel technology which allows any player to access any of our best performing content across any channel and any device anytime and from any location. No other supplier can rival the omni-channel capabilities we have across regulated markets.

The stand is also completely open this year, uses white space and fresh and inviting colours to great effect and can be accessed from any point. It also features a huge range of devices and demonstration areas where delegates can experience everything we have on show from ground-breaking business intelligence software and systems, best-performing products across casino and live casino, sports, bingo, retail, virtual sports, poker as well as several feature areas showcasing our new branded content and new, in-house designed omni-channel content.

There will also be a number of surprises prior to and during the show so make sure you look out for those. I’m sorry I can’t say more, you’ll just have to wait and see.

What will be the key trends in 2016?

With the industry experiencing increasing consolidation and operators demanding increasing levels of differentiation and personalization, it will be interesting to see what suppliers have in store to set themselves apart at this year’s show. We’re extremely confident our ‘Experience is Everything’ message and technology showcase will be the stand-out offering of 2016 and onwards. The show continues to grow every year with new players entering the market and it will be interesting to see some new propositions across the three days.

The main topics of discussion at the show among delegates in our opinion will be the likes of personalization and differentiation – these are key issues within highly competitive regulated markets. This will only increase as time goes on so it will be fascinating to see how the industry reacts and adapts to a constantly shifting landscape.

Will start-ups and smaller operators be able to survive the wake of industry mega-mergers?

It will be very difficult and some will fall away as markets continue to mature, market share becomes harder to come by and competition becomes fiercer with larger operators and suppliers joining forces. Saying that however, there will always be room for innovation and there are always start-ups that appear from nowhere to disrupt the status quo. This is rare but if it’s the right technology and offering to disrupt the bigger corporates then it can have a big impact.

The gaming industry is going through deep changes. Why is it so important to come about with new legislation?

Regulation is crucial and it will always be the case. It’s a constantly changing global machine which we manage highly effectively and which the industry does very well to manage and adapt to considering how quickly it can change.

What are the firm 's business goals both in the short and long term?

Our expectations remain the same; to continue to grow and produce industry leading technology which enables leading operators, governments, lotteries and large media brands to become market leaders in regulated markets. Gaming is the core of the business and we intend to extend market share ourselves wherever possible.