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Positioning a new London show for casinos.
The new London casino exhibition – the ‘London Casino and Gaming Show’ – will act as a stand-alone boutique event for the land-based sector, says organiser Martin Burlin.
Co-hosting with the long-established European Amusement Expo at London’s ExCeL, LCG is presenting itself as a ‘pocket-sized taster’ for the giant ICE, which has recently vacated the same venue to move to Barcelona a week later.
LCG and EAG are set for January 14-16, while the big international casino show is opening its doors the following week, January 20-22.
The movement of ICE from London to Barcelona, has opened the ExCeL door to the smaller EAG developing its own casino event, mirroring the original creation of ICE itself as a part of the bigger ATEI show in the 198Os.
The amusement show, owned by trade association BACTA, as ATEI once was, will this year welcome bricks-and-mortar casino operators through its doors alongside the arcade, FECs and AGCs of Europe.
“for the avoidance of doubt we are not including on-line gaming, we see our niche as being land based gaming” said Burlin, “which will make LCG a much more boutique event.”
His Industry Ambassador, Nick Harding, explained the positioning of LCG vis-à-vis ICE: “In our research into the possibility of running a casino event, we found that a number of casino operators wanted to continue with a London show. We also found many that would welcome a smaller, quieter event where they didn’t have to walk long distances from one supplier to another.”
He added: “Some North American operators, for example, have also welcomed the chance to come and enjoy London a few days ahead of Barcelona.”
Show manager Nicola Lazenby, told us that her sales team had already scored some significant successes in recruiting exhibitors for LCG. “There is a nucleus of companies that have the majority of their business only among UK casinos,” she said, “and coupled with the other points made by Nick, it combines to give LCG an appeal of its own.”
Lazenby said that there would be no physical barrier between the two shows at ExCeL; they would be complimentary and run alongside one-another. “There is a natural and growing overlap between the amusement industry and the gambling business, particularly at the ‘softer’ low-stakes end and you will have seen a great many EAG visitors in the corridors at ICE in recent years.”
Taking up the theme, Martin Burlin said: “We are responding to demand. There is a significant number of people who still value a London event for casinos and we have every intention of growing it and expanding it, so that it becomes very much a European event focusing on the bricks-and-mortar casinos.
“It isn’t positioning itself as an alternative to ICE, but rather as a supplementary event; a kind of hors d’oeuvres for Barcelona.”
And Nick Harding added: “And for those who seek sunshine in January, it is also worth pointing out that Barcelona in January is only, on average, four degrees warmer than London!”
ENDS.
Enquiries; nicola.lazenby@eagexpo.com +44 (0)7787 217228
nick@spraylakesconsultancy.com +44 (0)7970 148000
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