hat are the firm’s expectations for the Latin American market, after the recent merger?
We have high, positive expectations. The merger has allowed us to leverage our resources and offer a wide product line. Our EGM offerings include traditional slot machines, ETS, VLTs, Class II bingo and centrally-determined gaming devices. Our systems offerings include accounting for slots and table games, cage accountability, bonusing applications, business intelligence and monitoring solutions. We offer a full complement of solutions to help our customers retain and reward players, manage and forecast finances, reduce risk, spot trends, and increase security, and the technology can be scaled to fit any size operation. For Tables, we have utility products such as shufflers and chippers, and our proprietary games business, which includes progressives and some of the most-played table games.By bringing together a comprehensive suite of products, systems, and services from the renowned Bally, Shuffle Master, and WMS brands, we are favorably positioned as the partner of choice for our customers in Colombia.
From the commercial perspective, we are enthusiastic to see the results of our participation at FADJA 2015. Our booth was attended by many visitors who showed interest in our innovative portfolio.
Was this the first time you showcased in Latin America, after the merger?
Yes. We exhibited at ICE in February, but this was our first time all together in Latin America.
What was the feedback from customers?
Feedback was extremely positive. We see a genuine interest from customers who support our product lines. There is no other company today that can offer the tremendous breadth of products that we have, and customers were very excited to the possibilities.
Following the merger, how will teams operate?
In Latin America, our teams are organized by sub region: Mexico, Central America and Caribbean and South America. In each sub region, a Commercial Director represents all three brands – WMS, Bally and Shuffle Master. Each director is responsible for all the product lines, and each brand maintains its independent identity.
What’s your role within the company?
We are divided into three primary business units: Lottery, Interactive and Gaming. Gaming includes slot machines and system solutions, among other offerings. I am responsible for Gaming in the Latin American region.
Do you believe there’s market saturation in Latin America?
Today, there’s a wider range of product offering than in the past, but players are constantly demanding new and innovative products. One must adapt to these changes. In this constantly-changing industry where competition is significant, adapting and innovating are essential. Though competition has increased in the region, Latin America still has business potential. The merger puts us in a privileged position.