"At G2E we will be showing a transformative product that will change the industry forever"

What will be the highlights of the 2016 G2E Vegas and why?

At G2E we will be highlighting several key products, along with a new product that will forever change the gaming industry. First, the key products. We will be showing the iVIZION bill validator, the GEN2 Universal printer, and a tremendous range of digital displays that help operators deepen the connection they make with their customers, all around the property. These along with numerous other and important cash transaction products. Next, we will be showing a transformative product that will change the industry forever. In the early 1990s, we asked a “what if” type question – what if we embedded a bill validator inside a slot machine? That question sparked a revolution and changed the way operators and consumers connected with each other at the slot machine. While we will save the complete reveal for our booth at G2E, our latest “what if” means we are continuing to invest in development of innovative applications for the casino industry to deliver “outside-the-box” solutions for today’s integrated industry and multi-dimensional players. Working in close collaboration with OEMs and system providers, we will unveil a new product that will go even further to help operators make connections with their customers.

What are operators most concerned about these days?

The bottom line is always the top concern. The competition for consumers in the broader entertainment marketplace is fierce, and operators are constantly seeking ways to gain a greater share of the consumer’s entertainment budget.

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We at JCM believe the slot machine can be utilized in new ways to unlock greater value for both the operator and the player

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This is exciting because as the content in EGMs and the EGMs themselves are evolving, so is the need to consider ways to generate additional revenue from existing devices and systems, and we believe we have the technology to fuse those ideas, creating a new way for operators to connect with players, and for players to connect with the casino.

The gambling industry in the U.S. is going through a period of transition shaped by a range of factors, some of which have their roots within the country, while others are related to the natural affairs of the international scenario. How would you describe the current state of gambling? What does the future have in store for the sector?

For 60 years, JCM has been asking “what if.” Today, operators in different parts of the world are asking “what if” type questions as well, such as “what if the broader entertainment industry becomes even more competitive,” for example. While the current state of gambling is generally solid, we need to prepare now for increased competition. That’s why we are so excited to reveal our new product. It will help operators answer that “what if” with a great deal of confidence, and to prepare for the future poised to make entirely new types and levels of connection with their patrons.

In a recent interview granted to Yogonet, a Pennsylvania official who's pushing to legalize online gambling in the Keystone State, said: “Sometime in the future, I see the U.S. being similar to Europe”. In your opinion, why is it taking so long for the U.S. to allow for gambling expansion in all its forms?

This question assumes that things take too long in the U.S., which may or may not be the case. Regulators have one of the toughest, most under-appreciated jobs there is. They are tasked with maintaining the public trust, and that is an enormous responsibility.

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Regulators have been properly cautious as they walk the fine line between consumer demand and public interest

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We are excited to introduce our latest invention to regulators in the U.S. and around the world, because we truly believe the slot machine can be utilized in new ways to bring greater value players and operators, and by way of tax revenue, to the States the regulators serve.

Considering that non-gaming has, over the last years, become an effective revenue driver for casinos, what are the main challenges facing the industry?

The main challenge, in our view, is diversification on the casino floor – giving consumers as wide a range of options on the casino floor as they have in non-gaming spaces. The old way of thinking was that to do that, operators would have to completely modify and expand the gaming floor, costing millions and millions of dollars in construction and potential lost revenue until projects were completed, and so on. That was then. The new way of thinking is what we will reveal at G2E. It’s an entirely new way to instantly expand the casino’s offerings, using existing games and systems, that tremendously increase options for the consumer and revenue for the player. That fusion of the need to expand with the new ability to expand – instantly and cost-effectively – is very exciting. It’s a must-see at G2E. Maybe the must-see.