International edition
October 16, 2021

Craig Churchill, IGT Senior VP of International Sales

“Exciting, market-attuned games and revolutionary systems solutions will define IGT’s presence at ICE”

(UK, exclusive Craig Churchill, IGT Senior Vice President of International Sales, talked to in an exclusive interview in which he described the products that IGT will be exhibiting at ICE and spoke about the main markets of the company and its future plans. “IGT's expansive space will entertain, educate and entice ICE attendees with more games and more solutions”, he said.


hat are your expectations about the last ICE to be held at Earls Court?
International Game Technology is excited to be back at Earls Court this year for ICE 2012. IGT's expansive space will entertain, educate and entice ICE attendees with more games and more solutions. At ICE 2012, attendees can expect more as IGT showcases an exhilarating line up of casino, online and mobile games and total Systems solution for our global customers.

Will you launch new products in London?
IGT will bring an extensive offering of new products and solutions to London. Exciting, market-attuned games and revolutionary systems solutions will define IGT’s presence at ICE with products suited for the unique demands of global markets.

IGT’s groundbreaking, market-attuned games are designed to appeal to global audiences and are tailored for specific regional cultures with localized themes and appeal. Exclusive Asian-themed titles for the Asian casinos include Pearl Dragon, Azure Dragon, and Eastern Gems many of which appear on the IGT blue-chip Neo cabinet. This newly designed cabinet features an ergonomic design for enhanced player comfort.

In Latin America market, IGT’s new video slot themes Carnaval Riches, Dia de Muertos and Huevocartoon entertain players with heavily-themed graphics packages that celebrate popular Latin American holidays and Mexico’s animated sensation. In addition, IGT continues to appeal to the unique styles of game play within Europe, Middle East and African markets with new region-specific game titles such as Jekyll & Hyde Video Reel.

IGT will also debut IGT Cloud in London. The casino management service solution will give operators the ability to optimize their operations and floors using breakthrough cloud computing technology. The introduction of IGT Cloud will revolutionize how casinos will manage their slot floors.

What are the main benefits of the products that you will present?
IGT’s portfolio of products brings enhanced player experiences and performance on the floor while delivering entertaining content on any device, anywhere.

New IGT titles at ICE will include pop culture favourites from the Premium Products line such as The King Multi-Level Progressives, Breakfast at Tiffany’s, Sex And The City Fabulous and Ghostbusters Who Ya Gonna Call. IGT Core games once again enhance entertainment experiences for players with outstanding math models and innovative technology, like market-attuned content.

IGT Cloud, a breakthrough casino management service solution, delivers reporting functionality and game configuration to casino operators by utilizing Software as a Service (SaaS). Using private, secure services, operators have the ability to manage game content using IGT Floor Manager with access to the largest game library in the industry. The powerful sbX Analytics tool will empower casino operators to increase marketing productivity and maximize floor-wide performance with a variety of reporting capabilities.
sbX is a dynamic system specifically designed to fit the needs of any casino floor, large or small, with the tools and resources necessary in creating a compelling casino floor and to focus on player loyalty. More than 50 casinos in 11 countries have partnered with IGT for this server-based technology that delivers results to the bottom line.
IGT’s Intelligent Bonusing offers applications that incorporate a suite of player personalization capabilities delivered through the IGT Service Window directly to the player at the machine. This will allow the Casino to deliver custom content and offerings to the slot machine based on patron metrics and behaviour such as coin-in, coin-out, points earned and games played.

IGT's experience in gaming extends well beyond the traditional casino floor with more than a decade of experience in regulated, legalized online and mobile markets. IGT has expanded its online and mobile product portfolio to now include live casino, multi-player poker, sports betting and bingo. Headquartered in San Francisco, IGT's Interactive division can offer a complete interactive gaming portfolio and turnkey management solution.

What are your main markets in Europe? How is positioned the company in this continent?
IGT’s robust presence in European gaming markets extends from the Baltic to the Balkans, from Eastern to Western Europe alike. IGT’s experience in legalized markets in the region allows us the ability to address unique regulations and any unique styles of game play while helping optimize for the best return on investment for operators.

What are your next plans for this region?
The gaming business has fundamentally changed in recent years, and IGT is responding to this new landscape by leveraging our scale across the globe and delivering high-quality, localized games, systems and services for each of the markets we operate in – both today and for tomorrow.

Operators in Europe, and throughout the world, will be looking to continue optimizing their capital wherever possible, which is why IGT is focused on delivering a product portfolio that is suited for the unique demands of global markets at ICE.

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