International edition
October 28, 2021

Interview to Marcel Heutmekers, new Director of Emerging Markets of the firm

“G2E has been extremely favourable for Atronic”

(US, exclusive Recently named Senior Director of Emerging Markets of Atronic, Marcel Heutmekers talked in exclusive to about his experience in G2E -platform in which his appointment was made official-, and made special emphasis in the projects and challenges of the company in this new stage.


hat remarkable products have you presented in G2E?
In G2E, Atronic presented its new collection of Oxygen cabinets, which has been recently launched in Buenos Aires during SAGSE event. Together with Oxygen it includes the sensys EP platform, which includes some unique benefits for players and operators and supports a wide library of games. A special place in this library corresponds to Diversity, the new multi-game of Atronic in three versions, including a total of 10 games each. Diversity games are grouped per type and come with base games, multi-level progressives as well as other special games.

We also presented our new Cash Fever Hot & Wild multi-level progressive in Oxygen. Based in the popular Cash Fever progressive, Hot and Wild offers spectacular new functions and more bonus than ever. Activating Bonus Bet, players may double their chances to enter the Cash Fever bonus in each of the bets performed. The combination with a flexible merchandising pack will raise the casino temperature. Hot and Wild is also available as a Wide Area Progressive.

On top of Oxygen, Atronic also presents two new progressive concepts in the new e² cabinet – Doggie Cash, which brings the tender puppies of the internationally well known brand Artist Collection´s “The Dog” as well as Magic 5’s, with at least 8 progressive levels.

Which was the feedback of the public and which do you think will be the key issues for the future in the slot market?
The feedback received during the show was quite positive and our designers were receptive to the praises by operators with regards to the perception that they have of the cabinet and the platform.
The last two or three years have not been easy for any of us, but this has forced each one to be more professional in the industry. In that sense and in general, I think the industry has made progress on its own. As a consequence of that, the cooperation between the manufacturer and the operator has been and will be more demanding from both sides. Having the adequate relationships and being present as reliable partners will be even more critical in the future. Atronic has always been very committed to the Latin American market and will continue on this path. We are ready for those changes and will continue being a reliable partner on this market.

How have you seen the event this year? Have you noted a recovery with regards to the crisis experimented last year at the show?
This year, G2E has been extremely favourable for us and general assistance seemed to have increased compared to previous years. I think this is a reflection of the market situation, which presents more and more positive signs.

How have you received the challenge of your new position at the company and which are your mail goals in the short and medium term?
Since I started to take part in this industry, and since I was at the university, I developed a very special approach towards Latin America. This continent is unique in different meanings, so doing business in this part of the world is a very interesting challenge but, at the same time, very rewarding. In the gaming industry, operators are among the most professional and surely among the most pleasant around the world. The market demands a total flexibility by the manufacturer and, even more important, there is no other continent, apart from Asia, which offers that growth potential. In that sense, I feel really lucky and proud of find myself in that position and of having both continents under my responsibility.

Our challenge in the short-term is to keep focused in Oxygen success. We have obtained extremely positive results so far and we feel we have something special in our hands, which we want to share with the market as soon as possible. In the long term, we wish to be a reliable strategically partner for operators, which will be a key tool in this process.

The year is concluding, what balance can you make of 2010, and how will you face the following year?
2010 has been crucial for our company. As an organization, we have become more strong and united, under the direction of Walter Bugno, CEO of the Gaming Division of the Lottomatica Group that comprises Atronic and Spielo. Together with the release of our new family of Oxygen products, we count with all the tools so 2011 and the following years are successful.

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