In one of my conference papers on "Casino Marketing and Its Application", I make the point that: "It is important that we never forget that MARKETING deals with the workings and secrets of the MARKET PLACE, which in its essence is the meeting point for the sellers and buyers of a commodity, product or service."

Yesterday, in a conversation with Monografie S.A. president, Giorgio Gennari Litta, organizer of Latin America's principal gaming industry expo SAGSE- Buenos Aires, we had the opportunity to confirm once more what drives the SAGSE promoting engine, in its efforts to support gaming companies. For years now the Buenos Aires event has not just been a place to show exhibits, but more importantly it 'runs the extra mile' to take regional gaming companies into new markets.

In view of some strategic alliances with European events, we posed the question of SAGSE's entrance into the European market. Gennari Litta said: "The exchange and reciprocity agreements we have with Progame and Ice in Europe have as an objective the improvement of business contacts between Latin America and Europe, in view of the great difficulties for product certification in North America. SAGSE is a Latin American business venture that is ready to cooperate with market needs, which is not helped by a proliferation of trade shows in the region".

The question asked came as a consequence of SAGSE Buenos Aires's position as the third major gaming event in the world, and in view of its growth this year to 65,620 square feet of exhibition space. "Our event surely has many growth possibilities according to the development of the sector in the region and the improvement of gaming legislation in several Latin American countries. Our 2007 event during October 3-5, has already anticipated a measure of growth, when expo space will be over 82,000 square feet."

A few years ago, during the terrible Argentinean economic crisis, SAGSE had to move temporarily to the Conrad Hilton in Montevideo, where it managed to keep its development momentum. It has not been an easy ride for Monografie, especially when an international company set out to destabilise it by organizing a new gaming event literally across the road. Through innovation and great effort, SAGSE maintained the serenity shown by casino operators when the going gets tough.

Applying gaming industry principle like a real casino, SAGSE has become a respected brand, using industry techniques which I expressed in my conference theme: "a casino is a product that is in a constant packaging and selling process, and for this reason THIS product is in constant need of service and maintenance to reach its consumers in perfect condition every time".

In its 14th year, SAGSE innovates once more, by inviting to the event the gaming companies that have just been awarded 10 casino operating licences in Chile. During the event in Buenos Aires, operators from Chile, Argentina and Paraguay with brand new casinos to open will be "Special Guests of Honour" at a magnificent reception, where exhibitors will interact with a ready multi-million dollar market force. It is this type of recognition of selling opportunities that gives SAGSE the edge over its global peers, and which exhibitors truly appreciate.

SAGSE's press release last week announced that this year's event will attract more visitors than previously, and according to pre registered stats, they anticipate over 7,500 people. Indeed, the Buenos Aires event does manage to bring in people from the whole Latin American region, who will find everything necessary for a games room, casino or lottery operation on offer by 170 exhibitors.

Next Wednesday 11 October is the opening date for SAGSE Buenos Aires in Centro Costa Salguero, and during the following two days gaming industry professionals, operators and investors worldwide will experience the special touch of a brand that will surely break all regional attendance records. If they have not already done so, visitors may register online. (S-10.06.06)

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