International edition
September 19, 2021

Steve Walther, company’s VP of Marketing

“2010 was a significant growth year for Aruze Gaming”

(US, exclusive Steve Walther, Aruze Gaming’s Vice President of Marketing analyzes in this interview the positive and negative issues of the gaming industry in this 2010. He also comments the performance of the company in growing markets such as Mexico, Macau, Australia and some US areas. And states that the company is well positioned to keep on growing in 2011.


aking into account what you could perceive, what has been the industry's performance during 2010?
Overall, the industry has performed rather well during 2010.  While it hasn’t shown the growth we had all hoped for after 2009, it did provide a nice opportunity to begin recovery for suppliers and operators have started to become more receptive to the idea of updating their ageing floors.   Participation at trade shows was on the rise, and more quality decision makers attended the shows.  Additionally, the industry has begun to show signs of increasing parity of competition and this is good for the casino operator.  With more viable competitors in the manufacturer space, casinos will benefit with stronger competition for their floorspace with even better products.

What are the main problems that are affecting your business? Which are their potential solutions?
The global economic crisis has tightened a significant amount of money that would likely have been spent on replacing game product or expanding current operations.  As economies have improved, operators are gaining confidence in opening up investment into new product.  This provides oppoprtunity for our business.  For Aruze Gaming, we are on a strategic path to expand our business into new markets to take advantage of some of these opportunities that may not have existed in previous years.  We hope to solve the problems of an ageing floor by providing innovative product that is new and exciting for the región and drive additional play on the Gaming floor.

Among the markets in which you operate, which one has experienced the most notorious growth? In your opinion, what is the reason for that?
Aruze Gaming has been expanding significantly in a number of markets around the world.  We have had significant growth along the pacific rim in Macau and Australia, as well as great expansion opportunities across the United States. Mexico has become an exciting opportunity for Aruze Gaming as well as that market seems to be poised to grow with great success.  Those markets that are introduce new types of games or expanding include those markets that have been least impacted by the economic slowdown or have positioned themselves with favorable legislation for Gaming expansion.

Which one of your products has generated a higher level of sales during 2010?
Our G-DELUXE Multiple Bonus games have been our most successful growth products of 2010.  The entertaining and interactive gaming style has appealed to a wide variety of players and demand for these products have grown significantly.  Our G-SERIES games on our ergonomically designed G-COMFORT cabinets are performing quite well and also have great demanda round the globe.

Which country has more margin of growth facing the coming year? Why?
We believe there is excellent opportunity within Latin America to share a type of gaming product that is gaining fantastic play in Asia and North America.  We have a measured roll-out that will see growth in Chile, Argentina and other Latin American countries over the next 12 months.  This is due to the stronger economic conditions as well as the introduction of new and exciting product to that región.

What do you expect for 2011?
If 2010 was an indication of leveling off from previous years’ decline, we are encouraged for the prospects of 2011.  2010 was a significant growth year for Aruze Gaming as we expanded our licensed markets and our product portfolio.  If 2011 truly is the start of a growth period, Aruze Gaming is positioned quite well to take advantage of this growth to replace ageing products on the floor as well as take advantage of capturing new space.

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