“During the last year, IGT presence has been strengthened in the Colombian market”

How do you see Colombia? Which are its strengths and weaknesses? What opportunities do you think this country offers IGT? What is the position and the market share of the company in this country?
There are currently some 80,000 Colombian machines operated by 550 companies, with more than 1,500 casino floors. Several operators manage under 50 machines. The largest local Colombian casino has no more than 400 slot machines installed. However, this trend is changing as the market matures and operators are starting to manage floors with an average of between 80 and 100 machines.

This market has growth and great development potential since the renovation of machines in the Colombian market is about 10%, but the issue of informality remains an important factor that must be overcome in the short term.

There are three types of Columbian operators:
• Large operators with very good infrastructure and facilities located in more than 7 cities and  a large number of machines
• Medium-sized operators usually in 3 or 4 cities within the same region
• A small operator segment operating in one or two cities with fewer slot machines installed in each of its operations.

Continued economic growth in inland areas of the country, is allowing major expansions and new operations opening representing a growth of 5% of the market.

There is a bit of a stigma in Colombia about casinos, but as this view is changing and casino entertainment is being seen as a serious industry as it is generating employment opportunities, contributing to the welfare of citizens and increasing foreign investment. It is expected when this is achieved players will enjoy the entertainment experience while operators will see an increase in profitability as more formal guidelines raise the quality of play in Colombia’s gaming industry.

IGT supports and recognizes the work being done by the new Colombian regulator COLJUEGOS (Industrial and Commercial Administrative State revenue monopoly of the Games of Chance) since it has been operating with the goal of ending informality. The formalization of the market, the closure of small local properties who fail to comply with the legislation and the beginning of a renewal process of machines and games are some of the objectives that  COLJUEGOS is focusing on with its new policies.

During the last four years, IGT has sold about 1,800 new machines and introduced successful concepts for this market such as multigame and multilevel progressives. IGT currently has about 12% of the new imported machine market in Colombia. Considering that in Colombia there are many older machines that are operating in parallel with new cabinets and platforms, the percentage of participation in IGT room is approximately 20%. Participaciones del Pacífico (current IGT distributor in Colombia) is implementing a new policy that will focus on increasing our brand presence in the Colombian market. The creation of new sales strategies, strengthening the commercial area and a detailed knowledge of the market will ensure compliance with the objectives and exceed the expectations of our customers.

What IGT titles are having their best performance in this region? Why?
Golden Goddess, The Amulet and the Charm, Black Widow and Dangerous Beauty have proven to be popular games with players. Popular features include the overall game concepts, colors and graphics. Plus the Super Stacks feature displays symbols that allow stacks to fill the screen with the same symbol, increasing the possibility of generating higher profits in a single spin of the reels.

Games like Miss Red, Lil Lady Wedding 2 Wild and Wolf Run 2, are performing well good public especially with the MLD feature. The individual progressive games are also very popular including Lobstermania 2, Whale Song and Voodoo Vixens.

What goals does the firm want to achieve with the participation in FADJA?  And, Which products have you exhibited?
IGT showed industry-leading games and systems solutions at FADJA including:
• The MegaJackpots Game Changers series makes its Latin American debut with the Carnaval Riches and FC Cash Cup bonus themes featuring rich thematic content. This game-within-a-game product appeals to players of all types. Featured on premium IGT cabinets, the new MegaJackpots Game Changers category will keep operators’ floors fresh with industry-best config urability options, progressive action and a robust base-game library.

• The drama and action of the CSI: Video Slots starts when players choose their favorite city and cast from CSI: Crime Scene Investigation, CSI: Miami and CSI: NY  in this three-games-in-one star. 

• The Center Stage Duo platform with its 55-inch screen hosts the fabulous Sex and the City Out on the Town as the ladies and Mr. Big return to the casino floor at FADJA with fun, fashion and community-bonus action.

• Designed to appeal to Latin American players, IGT’s market-attuned titles Tango De Oro, Fiesta Chihuahua, Day of the Dead and Huevocartoon all feature customized game play configurations as well as translated game content at the touch of a button.

• The new Dolly Parton Video Slots, Two Doors Down and Nine to Five Spinning Reels, all featuring exclusive concert footage, interactive bonuses and the award-winning Dolly Music Player that lets fans choose from their favorite Dolly songs.

• IGT’s Takes the Cake, featuring Multi-Layer Display (MLD) 3D technology, is based on the sweet success of the IGT hit Candy Bars, a top-performing title which is delivering above 2x house averages on many floors.

• FADJA attendees saw the latest lineup of Video Poker hits including Ultimate Aces Poker, Multi-Streak Poker, All-Star Poker 2 and Hyper Bonus Poker.

• The IGT Cloud is a revolutionary casino management service solution that operators in Latin America are now utilizing to seamlessly optimize their operations and while engaging players. By deploying the industry-leading sbX systems solution through the IGT Cloud, operators can access applications such as IGT Analytics and IGT Floor Manager. 

• With sbX Floor Manager operators have access to IGT’s expansive 400-plus game theme library, while sbX Analytics delivers frequent and in-depth analysis of slot performance data allowing new levels of game optimization for maximum performance.  
• IGT brings online and mobile gaming experiences to players across many devices. With 'best of breed' content, the IGT Casino Remote Game Server (IGT rgs) delivers universally-recognized brands and top-performing IGT classics such as Cleopatra, Da Vinci Diamonds, Kitty Glitter and Wolf Run, to phones, computers and mobile devices.

Who are your main clients in this market?
The Colombian market has a large number of game rooms with no more than 50 machines installed in each location. Many of these operations are informal and this is a factor that limits the possibility of inclusion in our list of clients.

On the other hand, there are large companies that operate gambling halls in more than 5 cities and with a large number of machines including Winner Group, Codere Colombia, Vicca Group, Supragames and Aladdin Hotel & Casino. Additional customers include Bingo & Casino Santander, Medellin Tourism Development Company, Marketing of Games and Recreation, Mc Arthur International, Money Gold, Unicasinos, Divertir and Grupalsa.

What agreements and installations have been materialized during the last year in the country?
• During the last year, IGT presence has been strengthened in the Colombian market with the opening of important operations such as Crown Casino Zone T group and Codere Colombia.
• The growth and expansion Winner Group has also been a favorable allowing for more than 200 machines to enter this market.
• A new company, Santander Bingo & Casino, has allowed us to show the potential of new IGT cabinets and products.
• Mc Arthur International has had success with IGT products with the introduction of new machines, multigame packages and the MLD technology.
• The results obtained by our operators’ by using new IGT products has enabled our brand to different states.

In what other Andean countries is IGT focusing? What are the main differences between these markets?
Peru - Peru has undergone a major process of formalizing the industry. The main objective has been to raise the quality of the business and promote the responsible management of all operations in the country. Regulations are aimed at transforming the industry into a major industry resource generator for the State Gazette, through effectiveness, social responsibility, innovation, transparency and excellence in customer service. It has implemented a modernization and formalization of the market which includes the approval of all slot machines or gaming programs that are installed in the market and the implementation of an online system for controlling tax collection.

Argentina - Despite the difficult economic situation that has faced Argentina and the reforms enacted by the government regarding imports, the gaming industry remains one of the main sources of resources in this country. Operators’ world class infrastructures have allowed casino properties to appear as an attractive alternative for tourism. One of the most important features of the Argentine market is maintaining leadership in regulating Internet gaming and the proper use of social networks. Well established regulations allow the business of gambling and betting to maintain an orderly and responsible .

Chile - In Chile, going to a casino is an entertainment option for a fun weekend activity or while on holiday. The casinos in Chile belong to different chains and most include restaurants, bars and five star hotels. From the north through central and south to Patagonia, there are modern casinos, whether in the mountains, in the countryside or on the beach. Currently in Chile there are 24 casinos in operation, regulations are very strict and set restrictions allow up to three casinos regionally based on geographical constraints. This policy allows more controlled sustainable operations and facilitates the development of an orderly and responsible industry.