As gambling industry continues to modernise, tech-standards group IGSA keeps pace
Later this fall, the IGSA will address future technologies at its annual conference. While the subject matter seems a perfect fit for this day and age, it’s likely that it wouldn’t have been on the radar of the organisation’s founders.
In the late 1990s, the IGSA was formed as an informal group of gaming equipment suppliers. Its original name was the Gaming Machine Manufacturers Association, or “gamma.” As more companies became involved it then switched to the Gaming Standards Association. The “International” moniker was added after the group expanded to Europe, Macau, Japan and, most recently, Africa.
The inspiration behind the group’s formation started with an open letter from gaming technology pioneer John Acres, who called for more standardisation across the sector. At the time most companies had their own R&D requirements and regulations were much less uniform. Acres astutely felt this trend was dangerous and unsustainable as the industry grew.
Over the years the group’s membership has grown from land-based suppliers to include payment companies, igaming suppliers and even non-gaming firms like Intel. It now collaborates on all technology issues impacting the industry, including non-gaming developments like cashless payments and cybersecurity.
The IGSA’s fingerprints are all over the current gaming landscape. The group was instrumental in the development of Class II gaming, the launch of igaming in the US and other significant milestones since its inception. Countless hours have been spent consulting with industry stakeholders, regulatory bodies and even government officials in efforts to best implement new technologies. As we head to 2025 and beyond, Pace says that that goal remains at the forefront.
Taking the reins at a crucial time
Pace, who is also managing director of GSA Europe, has been with the IGSA since its earliest days. He was named president in February after the retirement of longtime leader Peter DeRaedt.
At this point, the organisation has tackled a number of small technical problems across the industry. But now as president, Pace is faced with new challenges that are more complicated and more wide-ranging.
“When we started, we were talking about very low-level technology protocols,” he told iGB. “By and large, those issues have been addressed. Now we are working on issues that have changed. Now they’re broader, bigger issues. It’s the application of new technologies that are furthering gaming.”
Pace pointed to the onset of artificial intelligence, the proliferation of cybercrime and the advancement of responsible gaming as key issues he and his team are engaged in constantly.
IGSA: critical liaison with regulators
Now that these issues are more pressing, relationships with regulators across the world have become key. The rapid expansion of gaming has necessitated the appointment of a slew of new regulators, some of whom may not have direct experience with the industry.
For example, last September the Kentucky Horse Racing Commission caught flack for bringing on 10 new regulators with no prior gaming experience. In such cases, the IGSA is a critical consultant, ensuring that regulations are uniform and practical.
“Within the committees that we have, there are many ex-regulators,” Pace said. “It’s great having those individuals who have lived that life and understand how difficult it is. What we try to do is say, ‘Here’s how to think about this new technology.'”
He noted that IGSA’s Ethical AI Committee was formed specifically for regulators, to help them better understand the technology as it applies to gaming. As an industry rep, it has to be in lockstep with officials, because “their issues become operator and supplier issues”, Pace said.
Building a foundation with GSA Africa
One aspect of adapting with the industry is establishing footholds in its emerging markets. Having already grown from the US to Europe, Macau and Japan, the group announced last October that it was expanding to Africa.
The new division, known as GSA Africa, is based in Lagos, Nigeria. SamGroup CEO FK Fayed serves as managing director. Given the diversity of countries, cultures and regulations, Pace said progress is slow but steady. The group has a name, an office and is working through small to-dos. But initial feedback has been positive.
Pace recalled that when he attended the African Gaming Expo in May, he was “incredibly heartened to hear from so many regulatory authorities that said they had already implemented or were planning to implement IGSA standards within their regulations.”
Overall, the time is ripe for the introduction of a group like IGSA to the African gaming landscape. According to Gambling Insider, land-based gambling is legal in 46 of 54 countries on the continent and regulated in 45. Online gambling is legal in 42 countries, but is only regulated in 21.
“We realised there’s a huge opportunity here to partner with these regulators and help them through education, through standards, through understanding their own unique requirements,” Pace said. “That was the impetus behind creating GSA Africa.”
IGSA Technical Summit heads to Phoenix
One of Pace’s duties in his first year as president has been to coordinate this year’s IGSA Technical Summit. The organisation first started the conference series in 2018 as a way to address specific technologies. That year, the theme was blockchain, and in 2019 it was AI.
After two years off due to Covid, the IGSA held a virtual version in 2022 for sports betting, but the format was admittedly less than ideal. Last year, the group focused on its 25th anniversary celebration.
Set for 12-13 November in Phoenix, the 2024 Technical Summit is about future technologies. It is being held at the Harrah’s Ak-Chin Hotel & Casino, which Pace actually helped open when he worked for Harrah’s in 1994. The line-up of sessions and speakers will explore the new world of immersive technology.
“It’s going to be focused on Metaverse casinos, it’s going to be focused on VR, AR, XR in land-based and online,” Pace said. “Hopefully it’ll be a very interesting and educational experience.”