“Our key strategy is to increment the profitability of our customers”

In the period in which you have been in the company, how can you evaluate IGT position in Latin America?
I have been working for almost 30 years in Latin America and I know it is a region in constant movement. Every company that is well-prepared can react perfectly and take control of the activities it aims to undertake. That’s why I am convinced that IGT is very-well positioned to lead this truly dynamic market.

IGT has focused its strategy on the contact through social networks, and on establishing a direct link not only with the operator that purchases its products, but also with the player that enjoys them…How has the strategy of approaching the bettor worked so far?
Our strategy is basically to increase our customers’ profitability, maybe through the casino itself or through interactive games, social networks, machines or through the systems we offer. I think that the fact of approaching the social networks is an intelligent move from IGT, and it has been very beneficial so far.

The firm has recently acquired the company Double Down Interactive, a firm specialized in the development of games for social networks. Is there a clear intention by IGT to dedicate itself to online bets from this first step?
We want to extend our presence from land-based casinos to virtual gaming. How will we do it? We are still defining it, but we know that the synergy between what we can offer in machines and systems can be incremented, and thus position IGT even higher, together with interactive gaming and the strategies we have been implementing in recent times.

Which are the company’s plans for Argentina in particular, considering that it is a very big market for you compared to the Latin American region?
For us, Argentina represents 60% of the regional turnover.  It is no doubt a strategic and very important country for us.  As I said before, my main aim is customers’ profitability, and we are working in the country considering this aspect. The rest remains in second or third place. How can we support our customers? First, improving the performance of the machines at the casino floor. In second place, offering more access to the interactive universe through social networks or online gaming. Third, with our systems. In those three aspects, we are working hard, both in Argentina and in the other regional markets. In particular, with regards to Argentina, I can say we are consolidating the current customers, increasing their profitability and the performance of the machines they operate but above all, we are aggressively seeking new customers, in order to increment our share in the local market.

We are hiring personnel in the commercial, technical and post-sales areas, for this new group of customers we want to have access to. This expansion will not only increase our income, but will also allow us to understand and have access to new market segments.

IGT is organizing conferences and seminars, in this case in Argentina, which deal with systems. Will you organize this type of seminars in other countries of the region?
For me, Argentina operates as a lab. Due to its importance in Latin America, we launched certain initiatives, first here, and then in other countries. 
This is the first time we made this systems seminar in Argentina, and, according to the results, we will organize a second edition at a local level. Then we will go to Chile, Peru, Colombia and Mexico. It is a unique seminar for us, and we are very interested in the results and answers it offers to our attendants.

What was the focal point of this seminar and what results have you obtained so far with these events?
Our seminars are attended by the big, medium-sized and small gaming companies, not just from Argentina but also from Uruguay. In my view, the phenomenon of IGT’s complete offering is like an iceberg. What you do not see is the small part that is out of sight, above from the water, which in this case are the machines themselves…but below is large portion that holds the whole structure, and that is precisely the area of interactive systems.
Here, we explain in a very practical and transparent way all the part of the iceberg which is unseen. This is useful for assistants, who learn to manage in a more profitable way the already installed base of machines that the gambling venue offers.

After Argentina, Which are the most important countries in the region for IGT, and which will you target this year?
I don’t like to catalogue the countries according to their importance, as I believe they are all important in different aspects, but with regards to our turnover, Argentina is in first place, followed by Mexico, Peru, Panama and Chine, which are the largest markets we serve in the region.

In relation to IGT’s presence at fairs and show in Latin America, which are the ones you decided to attend this year and why?
I must admit that I am not fan of the shows, since serving customers during the fairs is difficult logistically. Anyway, they are part of this business and are important to us, no doubt.
Which are the main ones? SAGSE Buenos Aires is, by far, the number one, since it gathers businessmen from different countries and is above all other markets in the region, hence we will be with a strong participation, showing a great part of our novelties. Second is FADJA in Colombia. This year we will assist because Colombia is a strategical market for me. In third place is Peru, which I think is  also an important market to us. Customers from Mexico and Central America visit G2E Vegas, so we will not assist to specific shows in that areas. I have not planned to participate in trade shows in the Caribbean, Central America or Mexico.

Of the latest products presented in Las Vegas and London, which are the ones you aim to impose strongly in the local and regional market this year?
We have an interesting and recent strategy. Some time ago, the products exhibited in the US had a delay with their launching at a regional level, which varied from four months to a year.
Now, when we release a product we do it simultaneously: our Argentine customers are sophisticated and, if they see that we launch something new in the US, they ask for it immediately. So a delay in the release is unnecessary and inconceivable for us.

As regards machines, IGT has a famous leadership at a global level, including our region. Is it the same with the systems of the company? Or is it a pending issue in Latin America?
I come from the systems world, I have worked for Oracle for many years, and from the managing and strategic point of view, the adoption of a system is the most important and difficult decision for the casino.
Our main investment goes to systems, which are a key issue and it is not due to our background but to the fact that the world is going in that direction. I think operators will slowly see this trend with more interest and, both here and in the rest of the world, IGT’s system offer will have a preponderant place for the sector.