ristocrat showcased a wide range of Asian-focused games on its stand. Which novelties did the company introduce for this market? What is the company's strategy in terms of development of specific games for Asia?
At G2E Asia 2011, Aristocrat featured an exciting range of products and concepts that are unique to the Asia region. “Are You Ready” was the theme for the Show. We have structured the booth to represent this key message with saleable, proven ―performing product including Wealth Capital Bonanza, FA FA FA, Yellow Dragon, Dragon Riches & Cashman Fever that have been inspired by players, with performance expected by operators. These essential link products were showcased with a range of new Asian themed support games.
We also utilised LCD buttons on Gazellions, as well as Drag N Drop, Win your Way, Remix and Mega Pay / Mega Multi Pay. Besides, Truserve Server-Based Gaming and Aristocrat Online – iGaming technologies had a dedicated stand presence near the hospitality area, and the firm also demonstrated downloadable capabilities as well as online game content, and Aristocrat app opportunities namely Imperial House and 5 Dragons.
With regards to the firm strategy for Asia, strongly performing games such as the Hyperlink games Fa Fa Fa and Yellow Dragon helped to consolidate our leading position in the Macau market.
Aristocrat also secured a dominant share of high profile new openings in Singapore over the course of 2010. For some time we have been achieving market-leading levels of game performance and floor share in Macau and now Singapore. These are the markets that are fuelling growth in the gaming profit pool globally, particularly as more mature markets in North America and Japan are impacted by difficult economic conditions. For example, Macau currently generates double the gaming revenues than Nevada, so our leading presence in these markets is a great strategic strength for us.
We have achieved this by executing our strategy, that is, by tailoring our games to the needs of local operators and players, leveraging exciting new technologies and ensuring they are as competitive as possible. Our success in this region reinforces our confidence in our broader turnaround plan and our ability to execute effectively. However, we expect to continue to achieve market-leading floor share in new openings, and have secured more than 60% of the slot floor at Galaxy, which opened last month.
How did you see the show this year? Which is the final balance you can make about Aristocrat's presence in G2E Asia this year?
Overall I believe Aristocrat demonstrated that it is still the leader in making regionally relevant products in different product categories catering for the Asian operators and players. We have committed to making Asia Regionally relevant games based on some of our patented themes like Reel Power and Hyperlink as well as taking new concepts of games to this region
A special area of the company's stand was dedicated to server base gaming. What SBG options did the company present for the regional market?
We demonstrated some of the technology we have deployed in Italy with Cogetech and also our Class 3 Server Based products that we are currently trialling in the region.
Recent statistic numbers state that Macau is currently the biggest gaming market in the world. Do you agree?
I believe the numbers and statistics speak for themselves and given Macau is such a small place makes it even more amazing.
How do you see Macau's market?
The Macau Market has changed dramatically in the past 6 years and besides the record numbers that get reported there is a growing number of players that are enjoying playing slots as part of the Macau phenomenon. This is very encouraging as we are creating dedicated products for Macau that meet the local requirements and appeal to the emerging slot player.
Is there still place to growth?
There are still planned expansions for Integrated Casinos in Macau and that provides opportunity for Growth as well as creating new games and products that appeal to the operators and players in Macau.
Aristocrat has an important share in Asian markets like, for example, Singapore. How important is Asia in general and Macau in particular in the global business strategy of the company?
Macau is very important to Aristocrats future business strategies as mentioned previously we actually make products dedicated for Macau and transfer these to other regions if they are successful. Given a large proportion of players come from mainland China across the borders it is critical that we understand their needs and requirements and make products to suit these. The Asia gaming region is very much in a growth and understanding phase – meaning that surrounding regions are also taking a closer look at the Macau success story and regions like Singapore and Philippines are developing Integrated Casino resorts.