The 10th Annual #EiG11 evolves to become Totally iGaming Week – find out more in the official brochure. Come celebrate #EiG11 10th anniversary in Milan (19-22 September, 2011)

1. 8
The All New Totally Gaming EiG
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19–22 September 2011
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MIC, Milan, Italy
10th Annual Conference
totally gaming
Local Knowledge Shared Globally
Plugging you into the heart of Italy, Europe’s fastest growing market,
EiG celebrates its 10th year by moving to Milan and offering an even
more exciting experience than ever…
Join .com and .country iGaming leaders at the new home of iGaming! Capture emerging
local opportunities, create native partnerships and generate new profits
1500+ decision makers: Meet innovative start-ups, new entrants from the media, lottery
and brick-and-mortar space, plus potential partners from local markets
Learn from an unrivalled mix of CEO panels, inspiring outside industry keynotes,
innovation case studies, interactive discussions and the best information and
networking money can buy
Build products and create marketing campaigns that tap into
new customer segments and increase your market share in
local markets
Shape the harmonisation of regulatory standards by engaging
with key regulators and political influencers in opening
jurisdictions worldwide
1500+ attendees
80+ exhibitors
60+ countries
350 C-level delegates
100+ industry speakers
For more details and to register, visit www.eigexpo.com
Quote promotional code:

2. Programme and speakers
totally gaming
Find inspiration and out-of-the box ideas by listening to EiG’s keynote speakers
John Palfrey, Author, Born Digital. Understanding Alberto Giorgetti, Undersecretary of State for the
The First Generation of Digital Natives Economy and Finances, Italy
Who are Digital Natives? How do they relate to one another, Political figure behind the highly applauded liberalisation
to the information that’s communicated to them and to the of the Italian iGaming market, Alberto Giorgetti will
outside world? Most importantly – how can your business investigate the benefits of regulation from the State
or regulatory policy adapt to the future generations of perspective and shed light on what future is planned
consumers? Find out from this true authority in the way for the sector.
people use technology.
Roger Flynn, Former CEO, BBC Ventures Peter G. Wray, Managing Director, PGW
An expert in transformational change, Roger will help you Also on the advisory board for LoyLogic, Peter has launched
understand how to lead your company through challenging numerous loyalty programmes with clients such as
times to operate efficiently in highly regulated industries. Argos and Mobil/BP and now advises organisations in the
Hear fascinating examples from his time as a top executive strategic development and operational implementation of
at British Airways, Virgin, Prudential and BBC Ventures. customer and business-to-business loyalty programmes.
Plus leading industry figures representing global iGaming brands, powerful local players and regulators
Nortbert Teufelberger, Paolo di Feo, Jean-Francois Vilotte, Simon Miller,
Co-CEO, bwin.party CEO, Gioco Digitale President, ARJEL CEO, Betfair TV
digital entertainment
Nicolas Beraud, Alexandre Dreyfus, Roberto Giacchi, Malcolm Graham,
CEO, Betclic Everest CEO, Chilipoker CEO, Poste Mobile CEO, PKR
Group
Henry Birch, Richard Flint, MD, Mark Blandford, Marijn Harinck,
CEO, William Hill Sky Betting and Chairman, Valhalla CEO, United Games
Online Gaming Investments and
Founder, Sportingbet
EiG panel discussions and case studies have been designed to give you strategic direction and practical insights
Future market leaders – are they yet to emerge? Platform convergence – iGaming everywhere?
Hear global iGaming CEOs identify the future winners of the newly Find out best practice in cross-selling and up-selling your iGaming
regulated, consolidating and increasingly localised iGaming market. content across various channels and provide a smooth and enjoyable
experience offline, online, mobile, on TV – everywhere ...
Optimal taxation and regulatory models: gross profit vs. turnover –
which tax will prevail in Europe? Successful CRM – do you need to take player retention more seriously?
Find out what new markets are likely to open up and influence the Learn from outside and inside industry experts how to create a customer-
creation of regulatory frameworks in Europe so they benefit the States, centric gaming environment, segment your customers and identify the
the industry, and the players. right ones to retain.
Cooperation vs. walled gardens – what’s the regulatory future First-mover advantage – who really has the competitive edge in newly
for iGaming? regulated markets?
Transform your organisation to operate in a world of localised regulation Find out how to leverage your brand, customer database and existing
and engage with regulators to shape the harmonisation of regulatory reputation to win a leading share of the iGaming market: whether you’re a
standards. global brand or a local and niche player.
Player acquisition in new markets – what markets to tap into and how? iGaming legislation in the USA – when will you be able to offer iGaming
Localise your games and marketing, identify new player segments, to US players?
prepare for future generations of gamers and bring the fun back to North America is getting closer to iGaming regulation – make sure you’re
online gambling with new and more casual game content. informed and well positioned to capitalise on the opening of the biggest
iGaming market there is.
2 For more details and to register, visit www.eigexpo.com

3. 19–22 September 2011
MIC, Milan, Italy
Programme at a glance 10th Annual Conference
Pre-EiG Day, Monday, 19 September 2011
10:00 Totally iGaming Week registration opens
11:30 Entertainment, Sports and iGaming European iGaming Design and Combating Cybercrime Conference
Partner Event (see page 12) Development Conference (see page 13) (see page 14)
totally gaming totally gaming
12:30 Lunch
13:30 Entertainment, Sports and iGaming European iGaming Design and Combating Cybercime Conference
Partner Event continues Development Conference continues continues
18:00 End of Sessions. Kick-off Social
EiG Day One, Tuesday, 20 September 2011
08:00 EiG registration opens
09:00 Entertainment, Sports and iGaming European iGaming Design and Combating Cybercrime Conference
Partner Event continues Development Conference continues continues
12:00 EiG expo opens
12:10 Speed Networking in Expo hall: Accelerated introductions to hundreds of iGaming pioneers
13:00 Entertainment, Sports and iGaming, iGaming Design and Development and Combating Cybercrime sessions end. EiG conference opens
13:00 Welcome address by Clarion Gaming and Chairman’s opening address
13:10 Opening keynote: Road to the creation of the fastest growing iGaming market in Europe
Alberto Giorgetti, Undersecretary of State for the Economy and Finances, Italy
13:30 CEO Panel: Global vs. local and niche players - identifying the future winners in the newly regulated, consolidating and
increasingly localised iGaming market
15:00 Coffee and refreshment break
15:30 Start-Up Launch Pad
17:30 EiG’s 10th Birthday Reception in Expo Hall
22:00 Close of EiG day one
EiG Day Two, Wednesday, 21 September 2011
09:00 Registration opens
09:30 Expo opens
10:00 Conference opens: Chairman’s opening address
10:15 Keynote: John Palfrey, Author, Born Digital. Understanding the First Generation of Digital Natives
11:00 Keynote: Making it work in highly regulated markets Roger Flynn, Former CEO, BBC Ventures
11:45 Coffee and refreshment break. Speed networking in expo hall: accelerated introductions to hundreds of iGaming pioneers.
12:30 Track One: Regulations and taxation - Track Two: Focusing on the customer Track Three: Securing a competitive
preparing for your move into for improved player edge in your vertical
new markets acquisition and retention
13:15 Lunch break
14:45 Track One continues Track Two continues Track Three continues
17:30 End of EiG day two
21:00 Official EiG SafeCharge Party
EiG Day Three, Thursday, 22 September 2011
09:00 Registration opens
09:30 Expo opens - be early to visit EiG stands and recover at the Revival Post-Party Breakfast
10:30 CEO Panel: Next generation gaming products
11:30 Coffee break and Revival Post-Party Breakfast
12:00 Track One: Securing the first mover Track Two: Winning the most lucrative Partner event: Online gambling: Key
advantage for entry into new iGaming market there is - objectives for a successful regulatory
markets North America and tax framework
Brought to you by:
13:30 Lunch
15:00 End of Totally iGaming Week and EiG 2011
For more details and to register, visit www.eigexpo.com 3

4. Networking and experiences at EiG and Totally iGaming Week
totally gaming
New era with SpotID Have fun, network and make more connections at 3
Connect with fellow delegates on the showfloor Totally iGaming parties
Use your mobile phone to check in to the event’s huge delegate network
and announce your interest for networking to others in the room – PARTY 1: Kick-off Social on Monday
connect with delegates for one-to-one interaction. Your opportunity to start connecting early so you can build on your
interactions during the show.
Enjoy more collaborative learning with Virtual Note Board
Brainstorm and exchange out-of-the box ideas with fellow delegates PARTY 2: EiG’s 10th Birthday Reception in the Expo Hall
during the interactive roundtable discussions and workshops using Celebrate EiG’s 10th birthday on Tuesday night with the rest of the
digital posted notes that will help you organise your ideas and then iGaming world – big celebrations are expected so make sure you join
share them instantly on the main screen with other groups – and ‘old’ and ‘new’ friends and colleagues.
make it easier than ever to take them back to office to share with your
colleagues. PARTY 3: Official EiG SafeCharge Party
Wednesday night Safecharge will host you to a night of dancing, drinking
Create your Personalised Virtual Show Bag – just an sms away and networking – the biggest party in the iGaming industry!
Request via sms, twitter, mobile web or email the digital versions of
speaker presentations, sponsors’ promo materials and exhibitors’ offers After three nights of Totally iGaming partying, you’ll certainly enjoy
when you listen to panels and walk through the expo floor – they will be the Revival Post-Party Breakfast served on Thursday morning at EiG,
instantly emailed to your account so you can review them before you complimentary to all our delegates.
even get back to the office.
Totally Gaming Tennis – THE Tennis prediction game for Plus – further networking opportunities available to you
the iGaming industry throughout the Totally iGaming Week
Clarion have teamed up with Predictalive to create an exclusive Speed Networking
competition for Wimbledon. Simply predict which player will win the Your perfect opportunity to quickly meet new people you can follow
first set and then decide the match score for each game in each round. up with during or after the event. Get your message across to the
Points are awarded based on your prediction skills. The top 4 players maximum of attendees. Have plenty of business cards ready!
with the highest point tally at the end of the Wimbledon tournament will
win full conference passes to EiG and will be entered into the Wii tennis Microgaming Expo bar
tournament in the entertainment zone at EiG 2011 in Milan! Winner of
As always, your focal point for meetings, business and relaxation.
the Wii tennis tournament not only gets upgraded to a VIP All Access
iGaming pass worth €3000, but also wins an iPad2!!
Challenge your colleagues, challenge your peers and see how your Enjoy Milan ...
tennis knowledge compares to the iGaming industry’s finest minds...
Guide to Milan – to plan your business meetings and social agenda
when in town
Play on http://apps.facebook.com/totallygamingtennis
With recommendations from iGaming professionals based in Milan, this
guide will list Milan’s favourite places to meet, have a drink and enjoy
a great meal, shop or go dancing – to make your experience at Totally
iGaming week more enjoyable, easier and smoother.
Spouse programme available
Share the fun of Milan: bring your partner to enjoy Milan’s fashion, food,
sun and culture with our professionally organised spouse programme.
Venue: MIC, Milan
Located just 10 minute drive from the very centre of Milan,
Il Duomo, Milano Convention Centre offers state-of-the art expo and
meeting facilities.
“
EIG has become a focal meeting point for
the online industry and I believe Milan will prove
to be a great venue.
Via Giovanni Gattamelata 5
Warwick Bartlett, CEO, Global Betting and 20149 Milano (MI)
Gaming Consultants Italy
www.micmilano.it
4 For more details and to register, visit www.eigexpo.com

5. 19–22 September 2011
MIC, Milan, Italy
The All New Totally Gaming EiG: Even more value for your money 10th Annual Conference
EiG moves from Copenhagen to Milan: Take full advantage of the Italian High-level speakers to share their expertise with you at EiG:
opportunity and learn how to duplicate the market’s success across Gianluca Benedetti, Principal, Baker & McKenzie
Europe
Nicolas Beraud, CEO, Betclic Everest Group
Andrew Beveridge, CEO, eCogra
Local Knowledge Shared Globally: 2011 motto to mark every minute of Henry Birch, CEO, William Hill Online
your experience at EiG Mark Blandford, Chairman, Valhalla Investments
Joe Brennan Jr., Chairman, iMEGA
Melanie Brenner, Executive Director, US Online Gaming
EiG celebrates its 10th year: Tuesday welcome drinks turn into the EiG
Simon Burridge, CEO, Virgin Games
10th Birthday Reception
Nick Cassidy, Tax Director, Betfair
Tony Coles, Partner, Jeffrey Green Russell
EiG evolves to become the Totally iGaming Week with Ed Comins, COO, European Wagering Services
extra events: European iGaming Design and Development, Matt Cullen, Vice President, Business Development, TVG/Betfair US
Entertainment, Sports and iGaming, and Combating Mauro de Fabritiis, International Development, Partner, MAG Consulenti
Cybercrime conferences
Paolo di Feo, CEO, Gioco Digitale
Alexandre Dreyfus, CEO, Chilipoker
New partnerships enhance your experience at EiG and Totally Richard Flint, Managing Director, Sky Betting and Gaming
iGaming Week Roger Flynn, Former CEO, BBC Ventures
The Remote Gambling Association and GamingLaw.eu organise Prof. Dr. Ihno Gebhardt, Director, Institut Für Angewandte
partner events – exclusively for EiG Sicherheitsforschung Berlin-Brandenburg
Roberto Giacchi, CEO, Poste Mobile
Alberto Giorgetti, Undersecretary of State for the Economy and Finances,
EiG continues to foster innovation with even more opportunities for Italy
start-ups: What new and disruptive propositions will be presented at the
Malcolm Graham, CEO, PKR
Start-Up LaunchPad and in the Start-Up Zone on the showfloor?
Brett Hale, SVP, Corporate and Governmental Relations, Churchill Downs
Marijn Harinck, CEO, United Games
Free for qualified affiliates: Meet new marketing partners to acquire Simon Holliday, Director, H2 Gambling Capital
more players from new markets that offer rapid expansion Jason Kellerman, Founder and CEO, PurePlay
Yahav Levy, Director of Responsible Gaming and Customer Research, 888
Holdings
New networking system introduced: SpotID will help you
interact with fellow delegates and speakers at the event Erik Lorenz, Sales Director, Sportradar
Barak Matalon, Founder and CEO, Neogames
Mario Medalion Serrano, Director General, Casino Online,
New companies on the Expo floor: Local suppliers and new verticals Casino Gran Madrid
Simon Miller, CEO, Betfair TV
VIP service available for even smoother experience during Totally Peter Naessens, Head of Regulatory Advice Unit, Research &
iGaming Week: Upgrade your pass to enjoy extra features and connect Development, Belgian Gaming Commission
easier with top level iGaming executives Angus Nisbet, Gaming Director and Brand Director, meccabingo.com,
Rank Interactive
Jessica Ordovas, CEO, MediaTech Solutions
Bring more for less: More incentives for operators to attend as a team
John Palfrey, Author, Born Digital. Understanding the First Generation of
Digital Natives
Visit www.eigexpo.com for more details. Ariel Reem, Head of Retention, Mansion
Juan Carlos Alfonso Rubio, Deputy General Director, General Direction
for Gambling Regulation, Ministry of Finance, Spain
Patrik Selin, CEO, Bodog
Moise Serero, CEO and Director, Partouche Interactive
If you can only attend one online Benjamin Shaw, Partner, Marwyn
gambling event in the year, then it has to Joakim Nilsson, Head of Social Media, Betclic Everest Group
Henrik Svensson, CMO, Nordic Gaming Group
be EiG. The whole industry is there, and
John Taylor, Chairman, Twin River Casino
it’s a great opportunity to catch up on the Norbert Teufelberger, Co-CEO, bwin.party digital
gossip and to find out what’s really going on behind entertainment plc
what you might read in the industry press. Jean-Francois Vilotte, President, ARJEL
Ralf Wenzel, COO, Skrill
Richard Flint, Managing Director, Andre Wilsenach, CEO, Alderney Gambling Control Commission
Sky Betting and Gaming Peter Wray, Managing Director, PGW Ltd.
Matti Zinder, Managing Partner and CEO, Spiral Solutions/Spin3
Oliver Zugel, CEO, Spring City Finance
For more details and to register, visit www.eigexpo.com 5

6. Sponsorship and Expo opportunities
totally gaming
Raise your profile in front of .com and .country gaming leaders and Confirmed exhibitors and sponsors so far include….
become the supplier of choice for global iGaming brands and new
entrants to the iGaming space! Confirmed sponsors
Lead sponsor: Supporting sponsor:
As more and more markets open up, exciting opportunities are being
created for an increasing number of stakeholders – existing leading
global iGaming brands and newcomers with deep pockets from the
media, entertainment and land-based industries. Join EiG to:
Additional sponsors:
• Showcase your expertise as a leading iGaming supplier to secure
lucrative partnerships with new entrants planning to capitalise on
the iGaming regulation in their jurisdiction
• Demonstrate your products which address specific needs and
challenges in regulating markets and appeal to local demographics
• Establish your position as a thought leader and industry innovator
responding to key market trends, changing consumer dynamics and
evolving operators’ needs
• Ensure your company is well positioned to win and maintain the
leading share of Italy’s profitable and growing iGaming market, where
additional operations are planned to launch and prosper with
the newly regulated cash poker and casino games
• Host your existing and potential clients to three days of business Confirmed exhibitors
networking, deal-making and celebrations
Contact us today to secure one of the few packages still available, which
include: Supporting Sponsor • VIP Dinner and VIP Lounge • Revival
Post-Party Breakfast • EiG’s 10th Birthday Reception • Entertainment
Zone • EiG Kick-Off Social• Thought Leadership • Speakers’ Lounge
And more … Curaçao Malta
Contact us to discuss:
Jason Miller, Sales Director:
jason.miller@clarionevents.com, +44 (0)207 370 8585
Lotteries & Gaming Authority
M A L T A
Book NOW to reserve your space at EiG 2011
Floorplan as correct on 23/5/2011 – over 80% sold out already!
506 504 500 206 204 202 200 106 104 Internet 7
MEETING POINT
610 512 513 412 410 310 212 210 112 110
510 514
115 Confirmed Exhibitors:
620 520 420 320 220
DELEGATE LUNCH AREA
623
120
442 Betgenius 510 GBI Racing 420 Openbet
225
LD
525 523
220 Betradar 412 GLI Technologies Ltd.
SO
340 Betsson 630 GlobalCollect 152 Pan Index
125
630 530 230 310 Chartwell 245 Greentube 350 Paypoint.net
0 % Technologies 535 GTECH G2 230 Playtech
CONFERENCE ROOMS
Microgaming Bar
632
535
8 330 Continent 8 636 Hyperion 506 Quova
ER
235
130
634 Technologies 242 IGT 650 Red Planet
OV
636 135 566 CQR Payments 654 Inatec Gaming
542 540 430 330 242 240 514 CSB Group 252 Isle of Man 440 RunningBall AG
632 CWC Gaming 235 Kambi Sports 634 Safenames
ENTRANCE
547 247
130 CyberSource Ltd Solutions 212 Sheriff Gaming
650 340 320 DRAGONFISH 210 LVS 560 Skrill
440 152 150 140 120 Edict 520 Malta LGA 225 States of Alderney
652
654 552 553 623 e-Management 542 NeoGames 500 Tom Horn
442 350
COFFEE
620 EMD 530 Net Entertainment Enterprises
POINT SPEED NETWORKING 540 Entraction 106 NMi 547 Wirecard
524 EveryMatrix 240 Nyx 366 WorldPay
564 560 366 364 362 360 Speaker
125 GameAccount 552 Ongame Network
Network Ltd.
6 For more details and to register, visit www.eigexpo.com

7. 19–22 September 2011
MIC, Milan, Italy
EiG programme 10th Annual Conference
The All New Totally Gaming EiG: LOCAL KNOWLEDGE SHARED GLOBALLY
Programme of the 10th European iGaming Congress & Expo
totally gaming Tuesday – Thursday, 20 – 22 September 2011
Day One, Tuesday, 20 September
15:00 Coffee and refreshment break
09:00 Registration opens
12:00 EiG Expo opens 15:30 Start-Up LaunchPad: Up to five exciting start-ups present
their revolutionary propositions to pitch for investment
12:10 Speed networking in Expo hall: Accelerated introductions and industry recognition and to claim their stake as
to your peers – an opportunity to swap business cards and key innovators
arrange meetings for the three days of EiG
Quizzing them on their business proposals, EiG welcomes the StartUp
13:00 Welcome address by Clarion Gaming and Chairman’s opening LaunchPad expert panel, which includes:
remarks
Mark Blandford, Chairman, Valhalla Investments
13:15 Opening keynote: Road to the creation of the fastest growing Benjamin Shaw, Partner, Marwyn
iGaming market in Europe – lessons and results from the
pioneering regulatory efforts in Italy Vote for your favourite start-up using our interactive
• Why regulate – looking back at the regulatory roadmap to compare voting system
expectations vs. achieved results
• Understanding the challenges in the regulatory process and how
they can be addressed to facilitate future growth 17:30 EiG’s 10th Birthday Reception in Expo hall: Make
• Looking into the future of pan-European regulation sure you stick around for festive celebrations with exhibitors
• The strategic and operational implications for iGaming businesses and fellow delegates! Drinks, canapés and entertainment
trading in Italy are on EiG. Enjoy lots of fantastic surprises in store.
Alberto Giorgetti, Undersecretary of State for the Economy and 22:00 Close of EiG Day One
Finances, Italy
Day Two, Wednesday, 21 September
13:30 CEO Panel: Global vs. local and niche players – identifying the
future winners in the newly regulated, consolidating and 09:00 Registration opens
increasingly localised iGaming market
09:30 EiG Expo opens
• Moving away from a .com industry – is localised legislation the only
way forward? 10:00 Conference opens: Chairman’s opening address
• Emergence of new gaming brands from mainstream media and
consumer sectors – can they become the top players in the future?
10:15 Interconnected lives of Digital Natives – understand future
Or who else can be your main challengers in the next 5 years?
generations’ entertainment habits to shape your digital
• Strategies for listed and private companies; global players and
propositions and influence digital policies
local brands; .com and .country operators – who has and will have
the advantage? Worldwide authority in the way people use technology and the author
• Overcoming challenges posed by the cost of moving to new markets of Born Digital. Understanding the First Generation of Digital Natives,
• Building the industry consensus to influence policy makers in the critically acclaimed to be “a landmark sociological study of today’s
creation of optimal regulatory models early adults”, John Palfrey will inspire your future digital strategy,
• Impact of consolidation on the industry dynamics whether you’re an operator, media, consumer brand, iGaming supplier
or a regulator.
Listen to the iGaming CEOs’ predictions on the future of the industry
• Find out the learnings of an ongoing Digital Natives Project that
and send your questions instantly to the panel using the SpotID
investigates how today’s early adults interact with information,
audience engagement system
one another and policies
• Learn how to shape your future product and marketing strategy so
it appeals to future generations of consumers and gamers
Norbert Teufelberger, Co-CEO, bwin.party digital entertainment plc
• Understand how policies and regulations should evolve to reflect
Nicolas Beraud, CEO, Betclic Everest Group
the way entertainment and information will be consumed in the
Henry Birch, CEO, William Hill Online
future
Moderator: Oliver Zugel, CEO, Spring City Finance
John Palfrey, Author, Born Digital. Understanding the First Generation
of Digital Natives
For more details and to register, visit www.eigexpo.com 7

8. EiG programme
totally gaming
11:10 Making it work in highly regulated markets – what • When it’s time to shift to retention and why
you can learn from airline and financial services’ industries • How to create a real dialogue with your customers and use it in your
to lead your company through times of transformational marketing and CRM
change driven by regulation and consolidation • How to reward your customers and for what
EiG keynote speaker, drawing from his experience as the CEO of BBC • How to create highly personalised and targeted offers and
Ventures and as a top executive of British Airways and Prudential, messaging
will help you to: • Coalition loyalty: How to work with other brands to monetise your
customer base even more and provide greater value
• Learn how to operate in strictly regulated environments by looking
at airlines’ experience of regulating safety, security and cross- Learn from successful loyalty programmes implemented by brands
border activity and at financial services’ regulation of products, such as Starwood, Expedia, Amazon, Easyjet, Argos and many more.
processes and people
• Transform your business to operate in the new, multi-license Peter G. Wray, Managing Director, PGW Ltd.
regulatory and business environment and address the challenge of
tightening regulation
• Understand how to act under pressure of a changing business Track Three: Securing a competitive edge in your vertical
environment and how to lead your teams, and acquire and retain
talent within your organisation 12:30 Poker focus: Taking advantage of the changing business
dynamics to reverse the decline in poker revenues
Use your mobile, tablet or email to ask your questions and • Investigating the real impact of the PokerStars and FullTilt
have your answers instantly! indictments and who the real winners and losers are in Europe
• Finding differentiation in a crowded market
Roger Flynn, Former CEO, BBC Ventures • Reaching out to new and casual players
• Preventing player cannibalisation within networks
12:00 Coffee and refreshment break
Malcolm Graham, CEO, PKR
Track One: Regulations and taxation – preparing for your move into Patrik Selin, CEO, Bodog
new markets Richard Flint, MD, Sky Betting and Gaming
13:15 Lunch break
Sponsored by
Chaired by: Tony Coles, Partner, Jeffrey Green Russell
Track One cont.: Regulations and taxation – preparing for your move
into new markets
12:30 Focus on taxation: Developing optimal taxation models
• Reviewing taxes applied in various regulated markets – what works
Sponsored by
best for whom?
• How tax decisions are made on the state level
14:45 Road to conditional recognition – cooperation to harmonise
• Explaining how various taxation models impact directly on the
regulatory and compliance standards in a multi-license global
customer proposition and the competitive landscape
industry
Simon Holliday, Director, H2 Gambling Capital • Impact of the Green Paper on the cooperation between regulators
Nick Cassidy, Tax Director, Betfair • Outlining operators’ and regulators’ perspective on regulatory
Juan Carlos Alfonso Rubio, Deputy General Director, General cooperation
Direction for Gambling Regulation, Ministry of Finance, Spain • Reviewing the first steps undertaken to harmonise some of the
Gianluca Benedetti, Principal, Baker & McKenzie rules
• What standards and requirements should be subject to more
Sponsored by: regulatory cooperation first: responsible gaming, cybercrime,
liquidity, anti-money laundering
Track Two: Focusing on the customer for improved player Andrew Beveridge, CEO, eCogra
acquisition and retention Andre Wilsenach, CEO, Alderney Gambling Control Commission
Moderated by: John Harris, Partner, Harris & Hagan
12:30 CRM focus: What works and what doesn’t in CRM – Creating a
personalised interaction with your customer by implementing Sponsored by
segmentation techniques that work and providing real value
to the customer experience
Drawing from his vast experience with successful loyalty programmes
from travel, leisure, financial services and entertainment industries, Interested in speaking at EiG?
Peter will show you how to create retention programmes that work Contact Ewa Bakun, Event Director
across various customer channels. Peter will use examples from ewa.bakun@clariongaming.com; +44 (0)207 370 8567
other industries to illustrate:
8 For more details and to register, visit www.eigexpo.com

9. 19–22 September 2011
MIC, Milan, Italy
EiG programme 10th Annual Conference
14:45 Off-side panel: .com vs. .country – which model will prevail? Ariel Reem, Head of Retention, Mansion
Yahav Levy, Director of Responsible Gaming and Customer Research,
• Rationale behind .country licensing and how it impacts on the
888 Holdings
company’s operational model
• Legal enforcement in .country jurisdictions and actions taken 15:45 Successfully implementing social media monitoring tools in
against non-license holders your customer management to identify potential brand risks
• Lessons from Italy and other newly regulated jurisdictions and to improve your product offer
• How social media can be used in CRM and customer management
Francesco Baranca, Legal Director, Skysport365
• What monitoring tools can be utilised in online gaming and how –
Maria Teresa Parrelli, President, Federbet
examples
Antonio Ricci, Managing Director, Bet1128
• Identifying messages to react to by tagging your players and
correctly understanding the player value
15:45 Comparing regulatory and tax models and sharing best
• Implementing procedures for smooth interaction between customer
practice in regulating iGaming in global markets to create
management and the marketing and product teams
a sustainable industry that serves consumers, states and
businesses
Joakim Nilsson, Head of Social Media, Betclic Everest Group
• Lessons learnt from various regulatory models implemented so far:
Italy vs. France vs. Denmark 16:30 Website launch case study: Personalising your marketing
• Developing taxation levels that work from the state perspective approach to appeal better to your internet savvy customer
• Impact of regulations on operators’ investment levels, operating
• Understanding how consumers interact with websites to transform
models, margins and customer propositions
your website’s interface
• Benefits for the state – when regulation makes most sense from
• Rationale behind making your players decide how they want to play
the states’ financial perspective
• Collecting demographic information on customers and using it for
• Making sure fair and non-protectionist approach is implemented
further cross-selling and up-selling
Jean-Francois Vilotte, President, ARJEL
Henrik Svensson, CMO, Nordic Gaming Group
Peter Naessens, Head of Regulatory Advice Unit, Research &
Development, Belgian Gaming Commission
17:00 Offline/online convergence case study: Integrating your
Juan Carlos Alfonso Rubio, Deputy General Director, General
land-based and online strategies to cross-sell and up-sell
Direction for Gambling Regulation, Ministry of Finance, Spain
products across different platforms
Representative of the Netherlands
Prof. Dr. Ihno Gebhardt, Director, InaSBB - Institut Für Angewandte • Motivating your internal teams to cross-sell across both offline and
Sicherheitsforschung Berlin-Brandenburg online outlets
Moderated by: Stefano Sbordoni, Partner & CEO, Studio Sbordoni • Creating integrated marketing and product offers to encourage your
customers to play online and offline
Sponsored by • Creating a single customer account across all channels
Angus Nisbet, Gaming Director and Brand Director, meccabingo.com,
Rank Interactive
16:45 Regulators’ roundtables: Interactive break-out sessions to
engage with regulators, available for further discussion and Track Three cont.: Securing a competitive edge in your vertical
in-depth questioning
Take advantage of the one-to-one time with regulators from Italy, 14:45 Creating compelling mobile games to capitalise on the
France, Belgium, Denmark, Spain, Germany, Netherlands, UK increasing traffic generated by the mobile channel and on the
and Hungary advancements in tablets and smartphones
Use the SpotID message board technology to organise
• Investigating the key trends in the mobile content market and what
the conclusions of each discussion and share them with the
they mean to the gaming industry
rest of the audience
• Taking your successful online and land-based products into mobile
– what kind of content and games work on the mobile channel
Track Two cont.: Focus on the customer for improved player • App stores – what are the advantages and disadvantages of content
acquisition and retention and platform fragmentation?
• Offering game content on smartphones and tablets – understanding
14:45 Placing the customer at the centre of your business – how mobile content is being consumed on these new platforms and
strategies for building a customer-centric approach to boost how consumers interact with them
customer acquisition and loyalty in diverse markets • M-commerce and the rise of m-banking in gaming – ensuring a
smooth transactional experience on mobile for your customers
• Why the iGaming industry needs to take CRM more seriously as the
move to local markets requires you to create propositions that are
Matti Zinder, Managing Partner and CEO, SpiralSolutions/Spin3
based on customer and demographic research
• Learning the lessons of other industries, such as travel, online retail
Sponsored by
and banking – what best practice can be implemented to create a more
retention-driven and customer referral-based approach
• More than just CRM software – transforming your entire business
architecture to achieve improved player acquisition and retention levels
For more details and to register, visit www.eigexpo.com 9

10. EiG programme
totally gaming
15:15 Convergence of platforms: Responding to consumer demand • How to succeed in new markets – discussing the level of localisation
by providing a single customer view over various gaming needed at the product level
platforms: land-based, mobile and online
• What’s driving platform convergence? Understanding how Alexandre Dreyfus, CEO, Chilipoker
consumers interact with different platforms and consume Marijn Harinck, CEO, United Games
entertainment Simon Miller, CEO, Betfair TV
• Land-based, online, mobile, TV: new business models or just new Roberto Giacchi, CEO, Poste Mobile
channels? Barak Matalon, Founder and CEO, Neogames
• Assessing the opportunity to attract new customers via additional Sponsored by
channels
• Creating compelling content and games across all channels – what
content works and how to move your successful content to new 11:30 Revival Post-Party Breakfast
platforms
• Spotting and harnessing possible new business and partnership Track One: Securing the first mover advantage for entry into new
models markets
Jessica Ordovas, CEO, MediaTech Solutions Sponsored by
Moise Serero, CEO and Director, Interactive, Groupe Partouche
Chaired by: Maurizio de Fabritiis, International Development, Partner,
MAG Consulenti
16:15 Transforming your sportsbook into a more cost-efficient
and automated operation to take advantage of further 12:00 Non-gambling brands venturing into the online gaming
advancements in live betting and risk management tools space: Doing it the Virgin way
• Taking your live betting offer to the next level with more events and • A short case study on how Virgin Games has entered the gaming
more automated systems industry
• Improving the efficiency of your operation as you move to more • Full outsourcing vs. building your own platform – gaining expertise
markets and as your investment levels become higher to gradually increase your software independence and product
flexibility
Erik Lorenz, Sales Director, Sportradar • The benefits of working with a global brand
Representative of Sisal/Matchpoint • Finding synergies with your existing retail and online channels
Sponsored by Simon Burridge, CEO, Virgin Games
16:45 Payments in regulated and regulating markets 12:20 The .country approach: Building and scaling up a strong
• Understanding and implementing compliance and regulatory brand with fully localised products and services for a highly
requirements for payments in new markets effective .country business
• Identifying the local payment habits and needs to optimise the • How niche players can compete with global iGaming brands in their
customers’ experience in local markets markets using their local expertise and highly focused approach
• Utilising local partnerships and knowledge of the market
Ralf Wenzel, COO, Skrill • Strategies for future growth: mergers with global players or focus
Sponsored by on the niche proposition
17:30 Close of EiG Day Two Paolo Di Feo, CEO, Gioco Digitale
21:00 Official EiG SafeCharge Party 12:50 Leveraging your established brand, reputation, consumer
relations and existing product offer and sales outlets
to maintain a leading market share in an increasingly
Day Three, Thursday, 22 September competitive gaming environment
• Local incumbents’ challenges in competing with new entrants from
09:00 Registration opens global markets and how to address them
• Harnessing opportunities in the online space and aligning your
09:30 EiG Expo opens – be early to visit the EiG exhibitors and online offer with your existing product
recover at the complimentary Revival Post-Party Breakfast • Creating exciting and competitive product propositions
• Building on the trust factor to keep players loyal to your brand
10:30 CEO Panel: Next generation gaming products: Creating
exciting gaming experiences with emerging products that Francesco Mastantuoni, E-Gaming Director, PosteMobile
instil more trust among players, appeal to local players’
habits and cultures, create engagement via social and viral 13:10 Land-based casino’s case study: Securing your market share
channels, and attract new player segments and generations online in anticipation of national regulation of iGaming in Spain
• Explore emerging player needs and how to respond to them • Aligning your land-based proposition with the online offer
• Learn from the social gaming space to create more engagement • Strategies for land-based casinos: partnerships vs. internal development
with players • Addressing the main challenges when launching online
• The role of soft gaming - is it a revenue generating product in its • Competing with existing global iGaming brands
own right or just a player acquisition tool? Mario Medalion Serrano, Director General, Casino Online, Casino Gran Madrid
10 For more details and to register, visit www.eigexpo.com

11. 19–22 September 2011
MIC, Milan, Italy
EiG programme 10th Annual Conference
Track Two: Winning the most lucrative iGaming market there is – Interested in speaking at EiG?
North America Contact Ewa Bakun, Event Director
ewa.bakun@clariongaming.com; +44 (0)207 370 8567
12:00 US Congress, California, New Jersey, Iowa, Florida – who will
be first to legalise iGaming and how?
• Understand the legalisation process and the main stakeholders – Lead Association:
state vs. Federal race for the legalisation of iGaming
• Measure the impact of PokerStars, FullTilt, Absolute Poker and
Ultimate Bet indictments on the regulatory process on both the
Federal and the state level
• Local, North American stakeholders as the most likely licensees –
why and what are the implications for your company? Social Games partner:
Joe Brennan Jr., Chairman, iMEGA
Melanie Brenner, Executive Director, US Online Gaming
Brett Hale, SVP, Corporate and Governmental Relations, Churchill Downs
12:45 Securing your first-mover advantage – strategies Media partners and supporting associations:
implemented by global and North American players
• Acquisition, partnership, B2B or B2C route – which strategy is likely
to give you enough foothold in the USA and secure your success in
this market?
• How North American companies are positioning themselves now to
capitalise on the US iGaming opportunity: pre- and post-regulation
• What new business models can be enabled by possible regulation of
iGaming: technology, media, social gaming?
Ed Comins, COO, European Wagering Services
Matt Cullen, Vice President, Business Develoment, TVG/Betfair US
Jason Kellerman, Founder and CEO, PurePlay
John Taylor, Chairman, Twin River Casino
12:00 Partner event: Online gambling: key objectives
for a successful regulatory and tax framework
EXCLUSIVE RELEASE AT EiG 2011
As more and more jurisdictions in Europe consider the regulation and
taxation of cross-border gaming, the Remote Gambling Association
(RGA), in its position as the world’s largest online gambling trade
association, has looked at various regulatory and licensing models
to identify the best practice that benefits state budgets, industry and
consumers. iGAMES
EiG has a unique pleasure to host the RGA, whose Chief Executive,
Clive Hawkswood, will present results of the detailed analysis
made by the organisation and its members. Join RGA for the official
launch of Online gambling: Key objectives for a successful regulatory
and tax framework and to collect a hard copy. There will also be
the opportunity to discuss with the RGA’s leadership how you can
influence the regulatory debate in your jurisdiction.
Clive Hawskwood, CEO, Remote Gambling Association
Wes Himes, Managing Partner, Policy Action
Free copies of the RGA report Online gambling: Key objectives for a
successful regulatory and tax framework will be available
13:30 Lunch – your last chance to network with EiG’s delegates,
exhibitors and sponsors
15:00 End of EiG 2011
For more details and to register, visit www.eigexpo.com 11

12. Totally iGaming Week: Extra events
totally gaming
Entertainment, Sports and iGaming Conference
The definitive guide to business opportunities and lucrative partnerships being made out of the
European convergence between media, sports, telecoms and iGaming.
Some of Europe’s leading gaming and media lawyers – collectively forming gaminglaw.eu – will be leading this first-of-a-kind two day conference
on the convergence of media, sport, telecoms and gaming. It will explore the legal implications, commercial opportunities and encourage
networking amongst the diverse range of delegates.
Set just before EiG, it will be the perfect introduction to Europe’s most ambitious media, entertainment, sports and communications companies to
show how you can profit from the iGaming revolution taking place in your country.
for the funding of sports in general and football in particular
Day One, Monday, 19 September
Moderator: Justin Franssen, Partner, Van Mens & Wisselink N.V.
11:30 – 12:30 Opening session: An overview of the opportunities Panellists TBC
presented by a shifting entertainment market
across Europe and how major sports, media and 18:00 End of Conference. Kick-off Social
telecoms companies can build revenues with gaming
Santiago Asensi¸ Partner, Asensi Abogados Day Two, Tuesday, 20 September
Dr Wulf Hambach, Partner, Hambach & Hambach
Justin Franssen, Partner, Van Mens & Wisselink N.V.
09:30-11:00 France: Marrying sports, media,
Thibault Verbiest, Partner, ULYS
telecoms and gaming – experiences from
Quirino Mancini, Partner, Sinisi Ceschini Mancini
a regulated market
12:30-13:30 Lunch and networking • Is a regulated market like France the ideal platform to facilitate
the integration of three ever more converging businesses like
sports, media and gaming?
13:30–15:00 Spain: What will be the role of the sports
• What is the actual appetite of the French telecoms and media
and media market with the new Spanish
groups towards gaming?
Gaming Law?
• Sports and Gaming: is the current “betting right” regime a barrier
• What opportunities does the recently approved Spanish law to the entrance of telecom or media groups?
provide to the media and sports sectors? • What is the need-to-know checklist for a non-gaming company to
• Is the white-label model an option for media and sports become a successful gaming operator in France?
companies according to the new regulatory changes?
• Are the online gaming operators going to be the new “business Moderator: Thibault Verbiest, Avocat au barreau de Bruxelles, ULYS
angels” for sports clubs and media? Panellists TBC
Moderator: Santiago Asensi¸ Partner, Asensi Abogados 11:00-11:30 Refreshments and networking break
Panellists TBC
11:30-13:00 Italy: Marrying sports, media, telecoms
15:00-16:30 The economic potential and power of
and gaming – experiences from a
the global betting, poker and gambling
regulated market
industry and its (potential) impact on the
German media, sports and (new) media business • Is a regulated market like Italy the ideal platform to facilitate the
– a status quo report and outlook from leaders of the integration of three ever more converging businesses like sports,
German media, sport and telecom sectors media and gaming?
• What is the actual appetite of the big Italian telecoms and media
By 2012 Germany might have 2 different gaming regulation models
groups towards gaming?
- one introduced by the Federal State of Schleswig Holstein and
• Sports and Gaming: Is it all about sponsorship money and IP
another one from other Federal States: which one is preferred
rights or is there much more to that?
by the German Sports and Media and which model could fuel the
• What is the need-to-know checklist for a non-gaming company to
German media and sports market?
become a successful gaming operator in Italy?
Moderator: Dr Wulf Hambach, Partner, Hambach & Hambach
Moderator: Quirino Mancini, Partner, Sinisi Ceschini Mancini
Panellists TBC
Panellists TBC
16:30-17:00 Refreshments and networking break
13:00 End of Entertainment, Sports and iGaming Conference
17:00–18:00 Netherlands: The importance of media Visit www.eigexpo.com for details on the full agenda and speaker
and sports in remote gaming line-up.
• Which media companies are going to enter the Dutch
gaming sector and how: joint ventures with existing operators, This event is complimentary to all EiG Full Conference and VIP
takeovers or Greenfield operations? attendees.
• What will happen in the sports sector: Will Eredivisie (Premier Access to the event can be purchased separately for as low as
League) apply for its own license? What will the implications be €499 – see page 16 for full details.
12 For more details and to register, visit www.eigexpo.com

13. 19–22 September 2011
MIC, Milan, Italy
Monday and Tuesday, 19 – 20 September 10th Annual Conference
How to build compelling and player-friendly hit games for the next
generation
EiG is delighted to announce the launch of a brand new conference specifically designed for game and
product developers and managers. Analysing the future trends of game design, this is your opportunity
to discover how you can launch the next big hit in gaming development.
• Understand your new audience – how to gain experience of the key consumer trends specific to a local area
• Implement a pan-European strategy whilst maintaining the ability to react quickly on a local scale
• Overcome the potential technological limitations across Europe for both online and casino gaming
• Discover tactics to introduce pan-European games that are adjustable on a local level to ensure you meet differing consumer demographics
and expectations
Day One, Monday, 19 September Day Two, Tuesday, 20 September
11:30 Chairman’s opening remarks 09:00 Chairman’s opening remarks
GAME MECHANICS GAME USABILITY AND TESTING
11:40 Keynote Panel: A look at the latest gaming trends in building a 09:10 How to harness players’ insights, CRM and demographic
compelling game that promotes loyalty, deep engagement and profiling to build better and more profitable games
player satisfaction through better game mechanics
A look at the success of: 09:40 In-house vs. outsourced development
Social games • Narrative based games • Skill games • Browser games
• What are the advantages and risks of developing your games
• Is there a role for big brand games and if so, how can they be
in-house?
better leveraged and executed?
• What are they for outsourcing?
• What’s the next big thing in gaming trends?
• A look at new trends in development: agile, quick release
iterations, user generated content, market testing
12:30-13:30 Lunch and networking
10:20 Cross-platform development
13:30 Deep Dive: Narrative games • How to build platform agnostic games
How to inject storytelling elements into your games for improved • What are the key usability features players love - from iPhones,
loyalty and engagement Android, tablets etc? Can you design games specifically for these
devices?
• Analyse concepts of story-based games and the reasons behind
• The rules of success for mobile gaming
their current and potential success
• Where to begin? Discover how to get your new game off the
ground – story writing tactics, how game-play mathematics differ 11:00-11:30 Refreshments and networking break
in narrative based games and creating your game’s ‘world’
• Tactics to introduce the same level of adrenaline and ‘quick win’ GAME DESIGN AND HARDWARE
success while maintaining loyalty over a longer period of time
11:30 Develop the next generation of high impact games to meet
14:15 Deep Dive: Social gaming the expectations of changing consumer gaming habits
• Integrate HD graphics and surround sound into a successful
• What are the key elements to making a game go viral,
game offering high playability that is competitive
encouraging community interaction and replicating the success
• Investigate potential limitations with flash and internet speed
of hit games like Farmville?
of the target consumer – how realistic is developing games for
• Discuss potential opportunities to develop multi-player slot and
10mb/s internet connection?
casino games – how can multiplayer games work on this scale?
• Change with the times – how is online gamer behaviour changing
• Create a sense of community through shared pots and jackpots
at-home – using hardware other than keyboard and mouse
to promote both competitive and co-operative game-play
• Start planning for a gaming revolution – make strides towards 3D
• Push the idea online – how to build a community through instant
gaming at home and at the casino
messaging, forums and social media without being able to rely on
the physical casino community
12:30 Chairman’s closing remarks and close of conference
15:00 “The Maths”
• How are the mathematical modelling of rewards in these games
different, and how could they be adopted by you? Visit www.eigexpo.com for details on the full agenda and speaker
• Cleopatra case study line-up.
15:45-16:30 Refreshments and networking break
Access to the event can be purchased separately for as low
16:30 Expand into emerging markets with local strategies to as €499 – see page 16 for full details.
guarantee success in a new market
• Investigate the market potential of the major emerging markets
and discover how your organisation can benefit from a new rapid
growth in game play
17:00 End of Conference. Kick-off Social
For more details and to register, visit www.eigexpo.com 13

14. Totally iGaming Week: Extra events continued
totally gaming
The definitive guide to protecting your business, players and reputation from
online criminals, fraud, hacking and money laundering.
Moving from ICE to EiG week, where there is a specific focus on online gaming, Combating Cybercrime will be as important and cutting edge as ever
in its 8th year of helping the industry to safeguard against increasingly sophisticated and frequent online attacks.
An invaluable and ‘must-attend’ resource for all those in charge of fraud, payments, security, player protection and compliance at iGaming
companies, Combating Cybercrime is a proven favourite and now it is even easier for you to be there and at the world’s biggest and most important
iGaming event – EiG!
Day One, Monday, 19 September Day Two, Tuesday, 20 September
11:30–12:30 Opening session: Jurisdictional approaches to 9:30-10:15 Gaming in Italy: licensing, compliance and privacy
investigating cybercrime • Understanding Italian licensing requirements and licensing
• Examining the approaches to tacking high level fraud taken by procedures
different law enforcement agencies: • Outlining the gaming compliance obligations for operating in Italy
- Italy • How can gaming companies protect their data in the Italian market?
- UK • Examining recent cases of infringement of rules and penalties
- Spain / France / Ireland issued by Italian authorities
• How are fraud reports processed and acted upon?
• Examining how gaming operators can support law enforcement 10:15 CASE STUDY: Bringing cybercriminals to justice
agencies in catching fraudsters This session will examine a recent cybercrime case and track the
events from the beginning of an investigation through to conviction.
12:30-13:30 Lunch and networking
• Tracking the investigatory procedures that follow on from the
submission of an incident report
13:30-14:15 Keeping ahead of cybercriminals: new tactics for the
• Comparing the processes for investigating financial fraud, data theft
financial gaming sector
and malicious network attacks
• Highlighting the latest risk areas in terms of threats and • Examining how gaming operators can implement business and
segments technical procedures that support law enforcement efforts and
• Examining the new ways that games are being played and increase conviction rates
determining how fraudsters might benefit from this
• Examining the new fraud detection and risk assessment 11:00-11:30 Refreshments and networking break
techniques to combat threats
• Updating risk profiles to reflect new threats
11:30-12:15 Identifying cybercrime hotspots & forecasting future
threats
14:15-15:00 Implementing strategies to reduce data leakage
from your gaming network • Identifying the latest locations where malicious attacks are
originating from
• Examining new tools to detect and prevent internal cybercrime
• Tracking trends in types of cybercrimes – DDoS, financial fraud,
threats
data theft
• Implementing data loss prevention tools to reduce data leakage
• Using current understanding of criminal activity to forecast
• Optimising the protection of gamers’ information by tagging
imminent threats facing the gaming industry over the forthcoming
sensitive information
12 months
15:00-15:45 Staying one step ahead of mobile fraudsters
12:30 End of Combatting Cybercrime Conference
• What new challenges does mobile gaming create? A look at
public connections, new codes and different user habits
• Examining mobile gaming security challenges and identifying Visit www.eigexpo.com for details on the full agenda and speaker
potential weaknesses fraudster may exploit line-up.
• Forecasting likely areas of fraudster activity within the mobile
gaming market
Access to the event can be purchased separately for as low as
15:45-16:30 Refreshments and networking break €499 – see page 16 for full details.
16:30–17:15 Beating the DDoS and other external attacks aimed
at crippling your network
• A guide to the latest security methods available in preventing
DDoS attacks and keeping your websites up and running
• New forms of attack to be aware of and how to counter them
17:15 End of Conference. Kick-off Social
14 For more details and to register, visit www.eigexpo.com