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StumbleThe gaming industry is 24/7, so why not its news, too?
Partners take chance that they have enough stories to be the CNN of the gaming world
Partners Randy Zinkil, left, and Jeff Voyles are planning to launch a 24-hour gaming news channel.
Monday, Nov. 1, 2010 | 2 a.m.
Sun Coverage
More than two years ago, UNLV professor and casino consultant Jeff Voyles had an “aha” moment while leafing through more than a dozen casino industry trade publications that have sprouted in the past decade.
“It just didn’t make sense, going through all this stuff,” he said. “If I took all this content and put it in a 24-hour news format, I could coordinate a less fragmented delivery of this information.”
That’s when Voyles set out to create a gaming industry news channel that aims to be part CNN, ESPN and Travel Channel — with a heavy dose of Inside Edition thrown in.
Voyles seems an unlikely media maven — he isn’t much of a journalist.
When he’s not teaching hundreds of UNLV students each week the art of running a casino floor or a hotel staff of thousands, he’s running his company — Gaming Network — that develops table games and marketing strategies for casinos. And when he’s not working 16-hour days in a 24-hour city — on call for casino customers and eager students — he’s flying to places like Puerto Rico, helping casinos create Las Vegas-style marketing campaigns and gambling strategies. Or, he’s hosting curious outsiders such as the Japanese businessmen who were in Las Vegas last week to discuss casinos for their country.
The idea of broadcasting casino culture to the masses is as old as the Vegas-themed reality show, televised poker and billion-dollar luxury resorts.
Entrepreneurs have failed over the years, burning through millions of dollars and disappearing as surely as an aging hotel by the wrecking ball.
Voyles isn’t daunted.
Along with the typical Las Vegas topics such as stage shows, poker and even resort pools, much of the network’s appeal, Voyles said, will stem from airing content that’s largely unknown to the public.
“This is not like sports or finance, where you can easily find experts all over the world,” he said. “This is a very specialized industry.”
The time is ripe, downturn notwithstanding, he said. More than 60 million people visited U.S. casinos in 2009, a business generating at least $30 billion a year. Casinos are a global industry — with a growing number of consultants, ex-casino managers and other experts willing to weigh in on a formerly secret enterprise.
Television cameras and editing equipment cost a fraction of the price, making a media enterprise more affordable, Voyles said. He has assembled people, cameras and editing equipment. With a few portable cameras, a green screen and a slimmed-down editing studio, Gaming Network’s offices near McCarran International Airport look nondescript, with a chair or simple table serving as a placeholder for elaborate, all-digital sets. Pushing a button, editors can pop in the appropriate background behind news hosts and interview subjects: say, a buzzing casino floor, stop-and-go traffic on Las Vegas Boulevard or glittering neon lights.
Breaking news and stock market segments to appeal to the news and industry crowd would feature prominently on the gaming channel, Voyles said.
Investors — businessmen with no casino connections who wish to remain anonymous — have pledged at least $1 million to kick-start development.
While Voyles is storyboarding content for his channel, Mark Bradley has been airing his before tens of millions of viewers.
Partners Jeff Voyles, left, and Randy Zinkil of the Gaming Network are shown in a virtual set on a video monitor at the company offices Wednesday, October 27, 2010. The pair are partnering with gaming backers to launch a 24-hour gaming news channel - Gaming News Network. The company will launch a Web site first with streaming video and hopes to sell the content to Cox and other cable providers nationwide.
Bradley, CEO of Players Network, has created thousands of hours of gaming and Las Vegas-themed entertainment content for cable channels in most major U.S. markets under providers such as Comcast and DirecTV, including Chicago, Philadelphia and New York. Most of the programming — such as a recent special about a “sexy vampire” contest that takes place at the Mirage — is evergreen, with a splashy look and a celebrity or entertainment theme. One show, “Neon Buzz,” takes a behind-the-scenes look at production shows and other casino entertainment. Another interviews people who have won life-changing jackpots. The high-definition programming, available under the channels Players Network and Vegas on Demand, is free and on-demand. Few locals know about the shows because Cox Communications — not convinced of local interest — doesn’t broadcast them.
“When I first started this company 12 years ago, people said, ‘Why would anyone be interested in watching poker on TV?’ We have 2 million views of our programming every month. The demand is huge.”
Profits are elusive, however. The advertiser-supported networks don’t make money yet after five years on the air, although Bradley hopes to break even soon as viewership grows.
“I’ve seen a lot of companies come and go over the years,” he said of potential competitors. “I’ve seen management teams put millions into smoke and mirrors rather than content. We were 10 years ahead of our time.”
Skeptics say there aren’t enough viewers among the general population to make the 24-hour concept work.
“As a percentage of the population, it’s a minuscule audience,” said one casino industry CEO, who supports the idea but doesn’t think it will fly.
“There’s a wealth of free, real-time information available on the Web,” said Joe Weinert, senior vice president of consulting firm Spectrum Gaming Group and executive editor of Gaming Industry Observer, a trade publication. “Whether somebody would want then to tune into a TV show to view this information remains to be seen.”
The concept also has its fans.
Anthony Curtis, who runs gambling book publisher Huntington Press and the newsletter Las Vegas Advisor, is enthusiastic yet skeptical about its prospects.
“When I first heard about it 20 years ago, I thought it was a great idea and I still think it’s a great idea,” he said. “There’s absolutely a market for this. It’s why more than 80 percent of people come to Las Vegas — because they want to and not because they have to for business or whatever.”
Tony Alamo Sr., a retired Mandalay Resort Group executive, said the concept deserves review given the multitude of stories to be done. It could serve as a “public relations vehicle” to attract tourism, he said.
“I think a 24-hour gaming news channel is an interesting idea that is worth looking into very objectively,” he said. “How did we feel when CNN, ESPN and Fox started? I remember how repetitious CNN was because they were going through growing pains, but when they finally put it together the concept was successful and productive.”
Voyles said his edge will be his Rolodex of insiders, including the largely silent majority of people who are keepers of juicy stories about gambling, casino culture and entertainment.
Voyles knows, for example, that internal theft is a major problem in casinos, where employees have been handcuffed on the spot for their crimes. He also knows that some people pay kickbacks — in the form of tips or upfront cash — to their bosses for jobs.
He also knows that people want a public platform with which to talk about gaming, Nevada’s economic engine and a growing influence in other parts of the world.
Casino employees, he said, would have a show where they could explain their jobs and tell their stories. Executives, consultants and Wall Street analysts would have a go-to place to explain their business.
No subject would be too inside baseball or too exposed to get coverage. Kim Kardashian’s appearances at nightclubs, he said, would be as fair game as employees seeking to organize a union — or a fight to prevent management from sharing in the coveted tip pool.
Not that Voyles wants to become the Mike Wallace — or the “60 Minutes” — of the casino business.
“It wouldn’t be my goal to ruffle the feathers of the industry,” he said. “My job would be to give people a platform and ask the right questions to tell people what’s going on. I’m not here to take one side or the other.”
Discussion: 7 comments so far…
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Please write another nice, long, interesting article when this brilliant idea flops.
This would be good "only" if they market Las Vegas as a tourist and distintion attraction. If they are expecting juicy stories from the casino employees on the events and actions within the casino properties on players, or celebrities, or the sorts, this is not going to happen. Each casino has a strict confidentiality policy. I cannot see any employee risking their job to provide information on event and actions within the property. The casino would not allow leaks of information vital to the casino income to become public entertainment. In addition, most casino companies in Las Vegas are listed on the stock exchange.
This new ideal will not get far once the casino executives view the format. We have the Nevada Resort Association to provide clear cut marketing for Las Vegas. The more I think about this project, I am leaning toward a "no" vote on this business model. I think other gaming executives will weigh in privately and express the same concerns.
What a great idea! Thanks for brightening the beginning of the week with an example of entrepreneurs -- Vegas style.
It's a gamble...
but what isn't in Sin City?
I agree with Leric.
Good luck, guys.
Doesn't sound feasible. Casinos may be open 24/7 but news doesn't come out of them 24/7. While some casino execs work crazy hours it doesn't mean they will be releasing any newsworthy information until all the casino gatekeepers get together the next day and figure out what the official story should be.
Unless there's a robbery or a shooting or something, we only hear of things like bankruptcy announcements, earning statements and acquisitions during the day so the news at night will be the same stuff ad nauseum.
And besides, where is the interest? Perhaps a handful will be interested in up-to-the-minute casino news but I would think those would be investors/speculators and they could get the same info on a business channel just as quickly, along with other, non-casino biz news.
Having lived here several decades and knowing many casino execs, once they go home they don't give a hoot about the industry overall until the next morning (unless of course, some baccarat player whips their casino out of a ton of cash but, then again, that isn't something that will be released to the press in real-time, anyway).
Of course, if you want to add a bit of TMZ to it and cover red carpets and celeb hosting you can do that but others will do that better.
Love the entrepreneurship but this is such a narrow focus with a limited amount of available news during off hours that I would name this venture a 25-1 underdog, at least.
I've had Jeff Voyles as my professor at UNLV before, and all I can say is that he is a smart guy. He evaluates everything he does before he makes a decision and I've always had faith in the guy. I can see the struggles this show is going to come across, but what business decision is easy? I can not wait to see the outcome of the show and wish them all the best of luck with success.
Jeff needs to re-evalute the delivery of his information. TV/Cable TV may not serve best what he is trying to do. Now, were he to run his shows via website or an mp3 I could listen to while I was running....Jackpot !!!!
I have been waiting for something like this. I would like the channel number and name of the channel (as I didn't see that mentioned). Can't Wait!
What about CGTV?
Rather than downplay whether it will work or not, here is a list of 7 things that have been on TV or Vegas on Demand that actually were interesting:
1. Mobsters in Vegas
2. Learning to play Baccarat and Craps
3. Show information and background; Elvis, Rat Pack, etc.
4. Breeder's Cup Betting
5. Cheating in Vegas (gaming)
6. Things to do outside of Vegas
7. Vegas roller coasters and rides
Now add to this list news, international gaming news, inside tracks, horse handicapping, new games review, things to do, free things to do, shopping, etc. (huge list of course).
The idea is that there is a wealth of things that could be covered. If you want success, ask your customers what they want to see. To reach the broad audience that does exist including those thay may want to visit Vegas, you have to consider what they want to see. Anything short of that will be a huge failure.
Visiting LV in a few weeks and I am looking to play Draw Poker $1/$5/$10/$25 at casinos where the odds are best, preferably 9-6. Usually play at Foxwoods and Mohegan Sun. Strip? Downtown? Would appreciate recommendations from locals who play VP and know the best places to play based on Draw VP odds.
Congratulations to the professor. He is taking a chance and you have to give him credit. Life in business is a series of opportunities. You win some and you lose some. That is what Las Vegas is built on. There is a market for this information and hopefully one of the cable networks will pick it up.
I think it's a good idea, especially for those who like to keep up with Vegas but don't live in Nevada. I was skeptical about the Golf Channel, but it seems to work. Maybe they can get Jenn Sterger now that she's been released from the Verses Network. A good way to keep the male viewership!
Bradley has been doing this for a dozen years. He's got connections, got programming and he's still not making a dime. Why these guys think they can do it is twisted logic.
Cool, love the thought, great idea, guys, ...I mean, whether or not it flops, why not give it a try.
It all depends on how many people will really watch it daily, thus you can place enough gambling-related commercials to finance the whole channel.
Offer it both live and "on demand" via internet tv and you'll have a larger audience. There are enormous quantities of specialty channels on both cable and satellite but because of the target audience, maybe this will fly.
Gotta agree with Larry Bee. This seems like an idea that is destined for failure.