Aristocrat lauds ICE London return, its first EMEA-wide showcase in three years

Aristocrat Gaming has lauded its first EMEA-wide outing in three years, following a successful return to London’s ICE show earlier this month. 

Key product highlights included a collection of new For Sale Link concepts specially selected for the region, as well as a wide range of proven premium licensed, core standalone games and new launches for the Spanish Salon and South African Bingo markets. 

The company also used the opportunity to present its new global land-based identity as well as the culmination of significant Design & Development investments made over the last three years. 

Chris Rowe, Managing Director of LATAM & EMEA, said: "Response from operators has been tremendous, and the optimism and enthusiasm they showed confirms our investment in innovation over the past three years has been well spent."

"We brought the best of the best to this show and experienced a welcome return to a once more thriving future for the land-based gaming industry in Europe and Africa," he added.

As for its other markets, this week the company announced a multi-year sponsorship with the Formula 1 Las Vegas Grand Prix, becoming the Official Slot Machines of the race, coming to the Las Vegas Strip for an inaugural edition on November 16-18, 2023. 

Mark Wadley, Chief Marketing Officer of Aristocrat Gaming, commented: 'Las Vegas is widely known for world-class entertainment, hospitality experiences and slot gaming, which is why we are thrilled to be the official slot machines of the Formula 1 Heineken Silver Las Vegas Grand Prix.”