International edition
September 16, 2021

Interview to Tracy Cohen, Marketing Manager of the firm

“Customer response to our Access ALL Areas event was overwhelming. It exceeded all our expectations”

(US).- Tracy Cohen, TCS John Huxley Marketing Manager, was interviewed about its presence at Access ALL Areas event, recently held in Las Vegas. She commented the decision of the company to organize its own space outside a traditional trade show and talked about the products exhibited and the response from visitors and customers.


his has been the second time TCS John Huxley has it Access ALL Areas event in Las Vegas. Why did the company decide to organize its own space outside a traditional trade show?
Historically, gaming shows have proved to be an effective way to showcase new products and meet key decision makers. However, escalating costs and a significant downturn in attendance led us to re-evaluate how this investment could be focused more effectively and in 2009 we hosted the first Access All Areas event. This event was so successful we decided to continue with it for 2010 and once again, we were not disappointed.

Which is the final balance of this year's event? Which was the response from customers?
Customer response was overwhelming, with visitor numbers exceeding all our expectations. Our pre-show marketing campaign proved extremely effective with visitor registrations to our website significantly higher than last year. We decided to stay open until 8pm to take advantage of the venue which is magical after sunset, and by the end of the first day we had almost as many attendees as the 2009 event, with final visitors numbers doubled.

Which were the main features of the Access ALL Areas?
The VIP – Visit, Indulge, Play theme for this year’s show truly lived up to all expectations. Guests were whisked to the event by exclusive chauffeur driven limousines, and were greeted by the VIP Valet Girls at the hotel entrance.  Once inside the spectacular Ghostbar at the top of the Palms Hotel, visitors were treated to the full VIP experience. The venue was transformed into a stunning upscale casino featuring beautifully produced products with luxurious finishes and textures.

The event’s success is not solely down to the great location and showcasing superb products. Customers absolutely loved the relaxed atmosphere and the fact that they could spend time with the team away from all the usual distractions of a trade show. With extra indulgence treats such as signature cocktails, European candy store, memorabilia photos and massages, many visitors found it hard to leave!

Among the wide range of products exhibited, which are the most innovative developments introduced this year?
TCS John Huxley showcased a whole host of new and exciting innovations at the event, which included the new e-FX Solo display - an entry level model, perfect for delivering a cost effective table solution with striking graphics on a single sided 21" screen; Double Action Roulette - a unique variation to the traditional game of Roulette delivering two winning numbers from a single spin; Supernova Table Bonus system - a powerful progressive and game bonus system that drives increased revenues by adding higher levels of player excitement and loyalty to table games; 3 Dice Football which combines the excitement and companionship of Craps with the sport of football and Gaming Floor Live, a new Real-Time Roulette game optimisation tool designed to maximise  key performance areas and profitability.

Getting closer to the end of the year, how was this 2010 for the company? Which are the plans for 2011?
 2010 has been a busy year for us on a global level. We continue to have phenomenal success with our hybrid gaming products such as MultiPLAY and AccuPLAY. These types of products enable the dealer to interface with the player more and create a much better playing experience than just ‘sitting at a table’.  It is this kind of technology that operators are demanding to ensure accuracy, better returns on valuable floor space and secure player retention.

2011 will see our further roll out of these products into new regions and we are also looking forward to the ICE show in London where we will be launching more innovations to the industry.

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