“Ainsworth’s goal for 2015 is to integrate the A560 into European market”

How was Ainsworth’s experience at the latest edition of ICE?

It was a very upbeat and positive show with lots of interest in the Ainsworth new cabinets and games that were on display. We had the opportunity to show just how many solutions we are offering the gaming market. For example, we introduced brand new solutions for the UK casino market (the so-called B1 segment). The headquarters of Ainsworth (UK) Ltd are based in England and so the interest in our gaming solutions from UK operators was naturally very high.

What were the highlights of the international trade show?

ICE is becoming more and more a true reflection of the gaming world in total. Besides land-based gaming, online, mobile and social gaming also took up a major part of the show. It is the integration from land-based towards online/mobile throughout the exhibition halls that really caught my eye. The focus is being placed more on the player and how he/she can best access his/her preferred games. Today, people in the industry  are no longer just thinking about a specific product line (e.g. land-based) but how to offer the best entertainment possibilities for the players across the entire gaming channels.

Which product was the star of Ainsworth’s booth?

The star of the show for Ainsworth at ICE was for sure our latest cabinet – the A560SL featuring the Sweet Zone and Whopper Reels innovative game packages. The games are highly entertaining and are presented on a 32” portrait high definition screen. Jackpot offers can also be displayed with a 19” LCD Topper option. In short, this is a great gaming experience which will stand out on any gaming floor in presence and result.

What are the firm’s goals and expectations for 2015?

Our goal naturally includes integrating our new star – the A560SL – into the European gaming market. This applies for both existing and new customers. Thus, we are looking to expand our footprint throughout Europe through widening our products on the casino floor in existing markets and customers and expand with some interesting new customers. Our gaming selection has never been as varied as it is this year. That explains why we had such a busy ICE and also the positivity and great reception by the visitors to our stand regarding our products.

How are you going to grow your business in established markets?

We know from first-hand experience how different player needs and aspirations are throughout Europe. We are very much focused on providing local solutions from our global product range. That is why we have added Stephen Miller as our product manager here in Europe so we can truly relate player wishes with our solutions.

It is important to understand that Europe is made up of multiple countries, each with their own gaming regulations and product requirements in different segments. This requires in-depth knowledge of both local legislation and local player requirements to in turn create winning gaming solutions. The only way to be successful is to work with strong partners that understand the local tastes and likes. Our strategy for the European market is long-term just as we work on a long-term basis with our partners.

How do you see the gaming industry today? 

Today it is essential to have a bird's-eye view of the player and understand how a player wishes to access gaming. To sustain long-term success you need to be able to understand the changing market and be able to adapt so that your gaming offer can cater to all the necessary channels.

Bearing in mind that the gaming sector has suffered some serious downturns –Macau is a clear example of this– what will businesses need to do to overcome this crisis?

Like in any business, the gaming industry experiences upturns and downturns. Our Executive Chairman Len Ainsworth has experienced many such turns in the business cycle over his long career. He is a true pioneer, indeed an industry great, and is well used to such shifts in supply and demand. We naturally have all benefited from such a positive mindset. The European gaming market has been challenging over the past years with economic and financial crises affecting many countries in Europe. Many people just do not have the purchasing power they used to enjoy. This has had a negative knock-on effect on our industry. Our goal has been to continual innovate and introduce new gaming products and solutions to grow our market share even during such trying times.

We have been working hard ever since the inauguration of Ainsworth (UK) Ltd in 2007 to bring the positive gaming fun that Ainsworth offers to players in Europe. Ever since this time we have designed a great number of games and introduced highly attractive cabinets.

You were honored with a special award at ICE. Please tell us more.

Yes, that is true. We were presented with The ‘Golden Dice’ by the industry magazine ‘European Casinos – The Elite’. We received this award as recognition for our constant investment and advances in research and development for products specific to the European market. This truly underlines how far Ainsworth has advanced in such a short space of time in the European casino market.