International edition
October 17, 2021

Harmen Brenninkmeijer, Inspired Gaming’s Senior VP of Strategic Market Development

“We are focused on having the best product to suit the operators and players alike”

(Mexico, Exclusive During recent ELA show in Mexico, interviewed Harmen Brenninkmeijer, Inspired Gaming Group’s Senior VP of Strategic Market Development and Wilmer Montes, Regional Sales Director for Mexico. They talked about the products the firm presented at the show. They also commented about the current situation of ELA event and about the Latin American markets, as well as the agreement signed between Inspired and Zest Gaming.


hat products have you exhibited at the ELA Show?
WM: We exhibited our industry leading multi-game slots and Latin bingo products, Storm MX and  Bingo Blaze.  Storm MX and Bingo Blaze are powered by Inspired’s proven Open SBG Core technology with remote game download capability. The cabinets also have twin 22” HD screens for the ultimate high definition gaming experience.

We also showed our award-winning Virtual Sports betting product, which is already live in Mexico and generating strong incomes. A range of sports are available, including football, tennis, motor racing, cycling, greyhounds, horse racing and speedway.
Have you presented any games or products for the Mexican market in particular?
WM: Storm MX and Bingo Blaze have been specifically designed for the Mexican market. Both cabinets are home to an unrivalled library of international hits and localised content, with all denomination, payouts and bonus features developed specifically for Mexico.

The menu on Storm MX has over 30 bonus features and games of different volatilities. Its library includes a range of freespin and premium bonus feature rich games, which are very popular with local players. Our games also include additional gamble options, which allow the player to gamble every win.

Bingo Blaze is a high definition slant top cabinet with a sleek modern look and ergonomic design. Bingo Blaze has multiple Latin bingo games, but can also be adapted to by adding traditional bingo, slots and SWP games.

The content on each of our products is fully configurable. Operators have control over denominations, return to player, minimum and maximum stake, and prize options. All of which can be changed remotely by the central operator or by venue.

What was the feedback from visitors?
WM: Visitors were impressed by our products’ remote game download capability. The prospect of new games downloaded every month and menus kept fresh with new content was very interesting for operators. Visitors particularly liked the high-definition, feature rich graphics and range of premium slots available.

HB: Bingo Blaze was well received. Players felt they could really relax and enjoy playing the slant top cabinet. We received such a positive reaction to Bingo Blaze, that we’re sure there will be a substantial roll-out soon and in the years to come.

How important is the market for Inspired?
HB: Gaming in Mexico is rapidly developing, therefore it is one of Inspired’s key markets and has potential for a substantial quantity of machines. We have been busy fine tuning our technology and we have developed a specific casino slots product for the market, which we believe will result in an international following. 

What is the balance of the show?
HB: Overall the show was not very busy, however it was still successful for Inspired and the key decision-makers were there.

What is your opinion about the Latin American markets?
HB: Countries in Latin American present some of the most exciting markets in the industry. Many Latin American operators are looking to server based technology to stay ahead of our rapidly changing industry for reasons of growth, economies of scale and controllability.  The industry must move quickly to keep up with consumer expectations, and as a result the life-span of gaming machines is getting shorter. The Latin American market is currently led by Mexico where, due to the competition and growth opportunities, operators are investing in technology to keep gaming fresh and move with the changing demographics of the consumer. Mexico has provided a lot of opportunities for us and we feel our products are well suited to the industry here.

Mexico in particular is a complex market, isn’t it?
HB: It is a very complex market because the regulations have been somewhat fluid. As a highly regulated company we are always fully compliant in our approach. Because Mexico is a participation market, we also have to be careful with our capital deployment and our choice of operators. For Inspired, Mexico is nevertheless a very important market and we like the macro-economic environment.

What is the current situation of the company in Europe?
HB: Over the last 18 months, we have gone through a period of substantial international growth and really shown how powerful and flexible our technology is on a grand scale. We are one of the leading suppliers of VLTs in our home markets, the UK and Italy. Our platform is widely regarded as the most advanced downloadable technology in the world.  The Inspired brand is now recognised in all the key gaming markets. Many visitors to our stands are already familiar with our products and technology.

Our strategy is to look for key markets and tailor our products accordingly, this allows us to be highly influential and grow into new markets. Our approach shows people that we are not just another supplier looking for market penetration, but we are focused on having the best product with the highest level of flexibility and control, to suit the operators and players alike.

We are pleased with our progress so far, but we’re very ambitious. There is still a lot of work to do.

Distribution agreement in Mexico
Inspired has recently signed a new distribution agreement with Zest Gaming in Mexico. Reinaldo Togores, General Manager of Zest Gaming in Mexico, talked about the deal between the two firms.

What is the current relationship between Zest and Inspired?
We recently entered a partnership with Inspired in Mexico. We are now Inspired’s distributor, service and support partner. Our partnership ensures the rollout of Inspired’s products is as effective and efficient as possible, whilst giving operators the high level of support in line with Inspired’s global standard. We are proud of our partnership and feel Inspired’s products offer great potential to really help operators grow their incomes.

Why did Zest choose Inspired?
We are familiar with Inspired in Italy, where the company is known for its industry leading technology and innovative product portfolio. Its server based technology is perfect for the Mexican market. We have been in the Mexico for the last three years and we have a good presence here. The partnership with Inspired strengthens our position and brings much needed innovation to Mexico’s rapidly evolving industry.

What is the importance of Latin America for Zest?
Latin America is a key market for Zest. In 2010, Zest merged with Ludicus and now manufactures, distributes and operates over 2000 machines.

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