Given that you’re a subscriber to CDC Gaming Reports, I think it’s safe to assume that you’ve been to G2E, probably more than once. Several years back I wrote a piece for G2E Freshmen with tips about seeing the show for the first time. Most of my suggestions were obvious to veterans but invaluable to rookies, such as “It’s all about the shoes” and “Take twice as many business cards as you think you’ll need.”
I’ve attended G2E for more years than I care to admit, including the earlier version known as the World Gaming Congress. And, like many of you, I’ve been to many NIGA shows and countess other conferences. During that time, I’ve learned that some folks seem to get more out of these shows than others. So, without trying to sound too presumptuous, I’d like to offer eight tips to those who are already pros. I’d love to hear from you about any hidden insider tips I might have missed, so I can expand the list to an even 10 for the next revised edition. Drop me a line at buddy.frank@yahoo.com if you have any.
- Attend all three days if you can. If you can only make one day, make it Thursday. You will miss some of the high-level executives who often escape early, but you’ll learn more. On this last day, the salesmen are tired, but they’re armed with better information. They’ll skip the long demos of every single bonus. Rather, they’ll fast forward to their strongest games and products. You should also make it a point to ask them what else is hot at the show. More than likely, they’ve talked about this at their daily debriefs or during their evening cocktail receptions. The opposite is also true: because many of these folks have been chained to their booths for much of the show, so they really welcome your perspectives about what you’ve seen. This two-way news channel with your vendors is one of the quickest ways to gain credibility in the industry. It’s nice to have a reputation for both receiving and dispensing good info. Reading CDC’s reports doesn’t hurt that goal either. If you’re lucky enough to make it to all three days, skip all the big vendors on Tuesday. They’re too busy and too high on the sales pitches that they were forced to memorize the previous week. Spend Tuesday on visits to the little vendors and small booths. Some of today’s most impressive products started years ago in tiny booths. That’s where I first met Viz Explorer CTO Andrew Cardno, sitting at a card table in a corner booth. That conversation led to a decades-long and mutually beneficial friendship.
- Take notes. This sounds like a drag, and it was when I had to haul around a 35mm SLR and a notebook. Today, your smartphone eliminates all excuses. Use them often and consistently with any product that catches your attention. You’d be surprised how something you thought you’d remember can completely escape recall after a few nights in Vegas. Grab their business card and leave yours (see the Freshman tip above). A card scanner back at the office is a great investment. My first few years, I made the mistake of picking up almost every brochure at G2E. They contain great info, but it’s amazing how quickly a tote bag can go from lightweight to arm-stretching. Save bulk and ask the vendor to send or email them home. And take lots of photos. Pro Tip: email your notes and photos each day at lunch and closing to yourself. More than once, I’ve accidentally erased my notes, or the iPhone gremlins ate them.
- Praise Your Rep. When meeting with your sales rep, his or her boss will probably be floating nearby. If possible, make it a point to grab them and tell them in front of your rep what a great job he/she is doing for your property or product. Folks don’t forget these small gestures, and favors have a way of returning in this industry. (If your rep is worthless, of course, skip this tip.)
- Have Fun, But Moderate. The information and contacts I’ve made at cocktail parties and after-hour events is just a valuable as show time. Often the data shared and the relationships cemented are unavailable anywhere else. I would think that the need to moderate the fun and drink would be obvious to all veterans, but each year I see folks who miss Wednesday morning and can barely function on Thursday. Most of the old guys like me are still going strong at show’s end because we learned these lessons the hard way years earlier.
- Don’t Leave Empty-Handed. I recommended earlier that you avoid the mistake of picking up every brochure offered. But there are some things you need to collect (I recommend doing this at the end of each day, instead of hauling them around during the event):
- Grab multiple copies of G2E’s Official Show Directory. It’s full of vital contact info that is helpful in July when you’re trying to remember who sells change wallets. Grab one for yourself and one for the boss, at least.
- For the same reason, grab a half dozen copies of Casino City’s Pocket Gaming Directory. It’s small, so you can take several extras to distribute to colleagues.
- Don’t forget the promotional items such as cards, pens, rubber balls and anything that lights up. This is about the only thing that should be in your tote bag, if you have one. These items are not for you, but for your admin team in the office who are always left off the travel squad. (Extras can go to your grandkids, if you’re so lucky.)
- Pre-Shows. Pre-Shows began about six to eight years ago and have made G2E a little less overwhelming. Many big vendors do road shows in a central location near all the major venues. A few of them have a mobile rig they’ll drive right up to your back door. These pre-shows allow you more time to explore most of their new offerings in a relaxed setting. Unfortunately, the vendors also use G2E to make a press splash and try to impress the investment community. Therefore, they tend to hold back one or two of their most innovative products. Still, the pre-shows do allow you to focus on those last-minute items without having to spend time on the other new products.
- Write a Report. Check out CDC Gaming Reports’ daily coverage of the show. It will make you smarter. However, I also strongly believe that writing your own show report when you return is a sure way to gain stature and creditability. Most executives who attend the show seldom see all of it (see Tip #4), nor do they realize the importance of what they see relative to your specialty (be it tables, slots, marketing, IT or finance.) Since you’ve taken good notes and photos (see Tip #2), it’s not that difficult to assemble a good summary. It will also be appreciated by those peers who were left off the travel team and relished by those just starting their careers. All of us at CDC Gaming Reports have learned that folks think that when we write about stuff, we know what we’re talking about. There’s no reason you can’t enjoy the same reputation.
- Shoes. It really, really is all about the shoes. Each year I see dozens of freshmen, and even a few veterans, limping or wincing from a sore back on Thursday morning because they wore new, untested shoes the first two days. Don’t do it. Trust me. And bring some well-used backups. Thursday is for Nikes or Skechers.
- and 10. TBD – let’s hear your suggestions!
