American Gaming Association and RX (Reed Exhibitions)

History and Partnership

The Global Gaming Expo (G2E) was first held in Las Vegas in 2000 as a joint venture between the American Gaming Association (AGA), founded in 1994, and RX (then Reed Exhibitions), a major international events organiser. Over two decades, the expo has become the definitive annual event for the global gaming industry, serving as a catalyst for growth and innovation. The 2023 edition attracted more than 25,000 professionals from 125+ countries and featured 368 exhibitors across 269,000+ square feet. The 2025 edition celebrated its 25th anniversary with keynotes from CEOs of MGM Resorts, Flutter Entertainment, and DraftKings, and introduced the G2E Dealer Championship to highlight dealer talent.

Business Model and Organization

The AGA-RX partnership operates under a contractual collaboration renewed annually, with no separate legal entity. AGA provides industry authority, policy leadership, and member engagement, ensuring the event aligns with regulatory and advocacy priorities. RX manages day-to-day operations, exhibitor relations, logistics, and digital integrations, including data products and year-round community platforms. The event generates revenue through exhibitor fees, sponsorships, ticket sales, and digital services. RX (Reed Exhibitions) is a subsidiary of RELX, a global information analytics company, and runs over 400 events across 42 sectors in 22 countries.

Key Products and Platforms

The flagship product is the Global Gaming Expo (G2E) itself, a multi-day trade show and conference held each October at The Venetian Expo in Las Vegas. Within the expo, the G2E iGaming Hub is a dedicated zone focused on online gaming technologies, sports betting, and iGaming. The G2E Dealer Championship, debuting in 2025, is a competitive event spotlighting casino dealer skills with a national championship and cash prizes. RX also provides digital products such as matchmaking platforms and year-round community apps that complement the face-to-face event.

Market Position and Impact

G2E is widely considered the most important annual gathering for the legal gambling industry, bridging land-based, tribal, and online sectors. It attracts top operators, suppliers, regulators, and innovators from over 120 countries, facilitating business transactions, regulatory dialogue, and public education about the $329 billion U.S. gaming industry. The event's longevity and scale reinforce its role as the central meeting point for the global gaming community, with no direct competitor of equivalent scope and authority.