"The psychological effect blows up out of all proportions the crisis in Latin America"

After two years of a strong position in Latin America, nowadays the company has achieved an important regional market share. Which are the strategies the company evaluates in order to handle the complex situation due to the international economic crisis?
Basically, we are going to be together with our customers, bringing them the same support that we have been bringing so far. We understand that the situation is pretty difficult despite the fact that, personally, I believe that, beyond the economic impact, there is a psychological effect that is having an influence on the market. However, I think the problem has been magnified, because the impact the crisis has had in the gaming operations does not seem to be proportional to the impact we are having with the providers. I think the budget cut has been much more drastic than it should really be, if we consider the objective impact on gaming in general.

In which markets has the crisis been more important and in which has it had less impact?
Definitely, it has been a general regional issue. In Argentina it has hit very hard, as well in Colombia. In general it is a regional issue, besides the fact that maybe one country will present more problems than other. Our strategy, as usual, is to keep offering the customer a great support, which it our central idea, and we will also try to be more efficient with the expenses.

Do you aim to release low cost products, in order to offer a more economic product to the market and be more competitive within the crisis?
Our main product for the gaming industry, Ardac Elite, is already been commercializing to quite reasonable levels when talking about costs, and the truth is that we so not have
much possibilities to cut prices in that sense. Besides, we haven't thought of developing products on a lower cost, because that means risks that I do not think are convenient for this industry. I do not see a lower-quality product to have place in this business.

With regards to the budget cuts that we have talked previously, will you have less presence in this year's events?
We are still analyzing our trade event plan. Traditionally, we have participated in SAGSE Buenos Aires, in FADJA Colombia and in Peru Gaming Show. And probably this year we will sacrifice Peru; we have already been in Colombia and I think we will be in Argentina as well, but our presence in Peru has not been confirmed yet. However, in our general marketing I do not see it is a moment to cut budget, but to continue and trust that things will be OK. I think the speech we must have is of optimism and not pessimism, because sooner or later, we will be in more satisfactory levels.