“When we build a great game, it generally performs well around the globe”

Now you are the new VP Sales of Bally for the Americas. What is your experience in the company?
I’ve been in Bally for nine years now. The first eight years were in the systems’ division, so I had various roles involving sales and service over that time frame, and last year I was asked to take up the sales for the games division in North America, including US and Canada, and now recently I took up not only North America but also Central and South America including Mexico as well.
 
How do you see the American market? What are the characteristics and differences between North and South America?
I find a lot of differences but yet a lot of similarities. I find that great games perform well no matter where. When we build a great game, it generally performs well around the globe, which is a good thing. With regards to market differences, each market is different and I even see differences within regions, so within South America the games that might play well in Chile are not necessarily the best games that we have in Argentina, so it is important for us and our sales team to worl closely with our customers to develop a real partnership. When we work close with them we can figure out the mechanics, what style of games is best for them, so that we can help customize the solutions.

Is it your first time at SAGSE?
Yes, this is my first time to SAGSE event, so I don’t have a previous one to compare, but I’ve been very impressed. It is a great event with a lot of high-quality and high-calibre customers, which make it great for us because they want to see innovative technologies. Showcasing here is a mixture of some of our best new products and it’s been a good experience, so it is a kind of an abbreviated version of what you’ll see at G2E within a month or so. Some of our most compelling offerings are here, with our latest products and cabinets, as well as our slant-top series and, from a technological perspective, that’s state-of-the-art. The latest electronics, high-definition sound systems, which really offer a premium player experience. You can even notice the richness of the graphics of the games.

What innovations will you present at G2E?
G2E is the single biggest event of the year for all of us. So we have a very large presentation, demonstrating our latest games technology but also our latest systems’ technology, which we have at SAGSE as well. Our latest casino loyalty solutions, table game tracking system, server-based technology, business intelligence, etc.

What are your expectations on your new role?
I’m having the benefit of taking up the role after a great job made by John Connelly. He really took the international business of Bally to a new level. When he came to the company many years ago, international business was a fraction of what it is today. International business was 5% and it’s now approaching to 20% of our total revenue. So you can see the significance of what the international business means for Bally. My goal is to leverage the great team that we’ve put in place. For example in South America and Mexico it’s been a wonderful team and I have to keep them motivated, and despite the economic conditions, Bally continues to do very well. Our products are well considered by our customers and people are embracing our new technologies, so we are obviously doing the right things. And so I looking forward to continue pushing that issues.