ith what feeling did you leave ExCeL? What's your opinion about ICE 2013? Has the show exceeded your expectations?
Our expectations from ICE were always very high; Aristocrat has a very strong line-up new gaming solutions for the EMEA region and the feedback from customers visiting our booth has been outstanding. This has been reflected in record opportunities, so from a commercial perspective ICE has been a major success and a great start to the year.
What feedback did you receive regarding Superman The Movie, Zorro The Mask and the Rose and Zorro The Tale of the Lost Gold?
Superman The Movie and the follow-up game Superman II are undoubtedly the star attractions among the Aristocrat collection. Such a powerful character brand deserves a potent mix of maths, sounds and video animations to match and the additional layer of hybrid stepper technology ensures a constant stream of interest and enquiries for this game series. Likewise with Zorro, which also has the benefit of proven performance from the first wave of Zorro The Legend Returns hybrid steppers already installed on European gaming floors. Orders for both this game and its sequel, Zorro The Mask and the Rose, have also featured strongly on the ICE order books. Zorro The Tale of the Lost Gold is a slightly different proposition, sharing the same Mega Pay-style gaming formula that has made The Phantom a global phenomenon. These two games, along with There’s The Gold, will play the lead role in a market segment that Aristocrat has established and is now growing.
How did your clients welcome Donal Maguire as Sales & Marketing Director Europe?
Donal has a wealth of knowledge and experience having headed up Aristocrat’s interests in New Zealand over the last three years. He was also involved in much of the planning for ICE, so even though he joined us at the beginning of January he has hit the ground running and made many quick introductions in a very short space of time. Like us, customers feel as though Donal has been around for much longer than he’s actually been in our London office, which is testament to his great people and product skills.
What was the Spanish visitors’ response to the release of Desert Magic and Where’s The Gold?
These two games have been recently approved in Spain, Desert Magic, Aristocrat’s first game dedicated to the bar market, and Where’s The Gold, our seventh title specifically redeveloped for the salon sector. The response has been extremely encouraging and serves as a warming aperitif to next month’s FER-Interazar stage in Madrid, where we will also be unveiling a number of new concepts and initiatives, underlining our commitment to this important European street market.
What are your expectations for this year? What will be your next steps?
Our ambitions for the European gaming space are very high. Aristocrat’s gaming portfolio across casino, street, VLT and online platforms continues to gain in strength and stature and the team we now have in place is committed to building our market presence at a faster rate than ever before. Our theme running into ICE was ‘Let’s Go!’ and we have every intention of keeping that momentum running. We are feeling energised and ready for the challenges that lie ahead and look forward to working with our partners to help grow their businesses too.