Ahead of another busy trade show season, International Slot Machines Sales' founder Sam Arnold has questioned the value and cost of having so many industry trade events, particularly in Latin America.

“There are so many trade shows that I think are pathetic, there are some trade shows that are of no substance,” he told InterGaming. “These trade shows are coming from companies that believe there is money to be made in exhibitions. They have some wise guy from a certain country that decides that they’re going to make a business out of flogging off bits of concrete and try to make a trade show. You see these people starting trade shows left, right and centre.

“In my opinion, a piece of concrete at a trade show, particularly in the more developed countries, is the most expensive real estate you’ll find. For the size of the space you get and the time that you’ve got it, for the cost of a three-day trade show like London ICE I could live in a presidential suite in New York for a month.”

However, speaking to InterGaming, Kate Chambers, show director of London ICE, responded by stating that the investment made in the exhibition and its associated marketing efforts justify the cost and that this investment has increased significantly ahead of the event in the new year.
“2011 marks the 21stt anniversary of high stakes gaming on the ICE show floor,” she said. “Just 16 pioneer companies exhibited in 1991; in January there will be over 400 travelling to London from all over the world.”

“This growth has been achieved by working with the industry and investing heavily in a marketing and communications programme which in the last decade has helped to attract 172,114 buyers to ICE from 180 territories, by far the most international exhibition on the gaming calendar.

“The 2011 show will benefit from a 58 per cent increase in marketing spend, a 35 per cent budgetary increase to create the on-site experience, a 120 per cent investment increase in at-show content bringing key note speakers to London and an entirely new budget devoted to the development of ICE Digital. This is set against a backdrop of reduced participation costs for 2011 and beyond.  

“Our continued commitment is to deliver enhanced value for money and a better return on investment for all exhibitors during what are very testing trading conditions for everyone involved in gaming.”

Arnold said that ISMS, which has offices throughout the world, exhibits at or visits every trade show in South America. However, he suggested the number of new events being organised in the region is not necessarily being done so in the best interests of the industry.

“These trade shows, with so many of them in South America popping up, are really not an extended arm of the industry,” he continued. “It’s more about somebody trying to find a business opportunity to sell floor space. I call these people ‘fleas’ that are just trying to squeeze a little bit extra something out of the industry that really doesn’t demand it.

“All that is, is some Einstein that thinks they are going to make money out of selling space. I’m starting to think there must be money in doing it; I might start a few more myself!”

There are other regions, such as Africa, that are under-represented when it comes to gaming trade events, Arnold said, suggesting that the market in South America simply does not warrant so many shows.

“I don’t think there will be as many trade shows next year,” he added. “I don’t think you’ll see any trade shows in Peru – the next one will be the last. You’ll not see a trade show next year in Panama and I don’t think you’ll see a trade show in Aruba. Colombia may still have the show in Bogota next year but it could be the last as well.

“All you’re going to be left with in the Americas is Las Vegas, Mexico and Buenos Aires."