International edition
September 27, 2020

Exclusive interview with Deron Hunsberger, Sr. VP, Sales Americas, Scientific Games

“Argentina is a key slot market for Scientific Games in South America”

“Argentina is a key slot market for Scientific Games in South America”
At a private event that the Scientific Games held on November 9 in Buenos Aires, Yogonet had the chance to sit down with company's Deron Hunsberger to discuss the Latin American market. “We want to make sure our product portfolio meets the needs of each
Argentina | 11/19/2015

At a private event that the Scientific Games held on November 9 in Buenos Aires, Yogonet had the chance to sit down with company's Deron Hunsberger to discuss the Latin American market. “We want to make sure our product portfolio meets the needs of each country,” he said.

W

hat is Scientific Games' strategy in Latin America?

We've been going through the integration of basically four different companies over the last nine months: the parent company, Scientific Games, which is involved primarily in the lottery business, Bally Technologies, WMS and Shuffle Master. It's been challenging in getting into that process that’s now behind us. We're looking at how to provide the right solutions for our customers through our product lines. When we look at the Latin American region, we're evaluating all possibilities for us to be able to offer unique content that is developed by all our design studios. We will continue to develop products designed by WMS, Bally and SHFL, which gives us the opportunity to provide a unique content package that meets the needs of the different types of players. Right now, we want to make sure our product portfolio meets the needs of each country. It's important for us to know that the games that are accepted in Argentina are not the same games that Colombia or Panama permit.

The WMS brand content, for instance, is working very well in Colombia -maybe better than the Bally products. We want to listen to the feedback given by our customers; we want to know what they have to say about their player preferences so that we can improve our designs in the region.

We are very much focused on the content in every region, as we want to make sure that we're doing out homework in advanced. Although we're not seeing a lot of expansion in Latin America right now, we see huge potential in the region. Since our products work in all markets, there're a lot of growth opportunities in Mexico and possibilities to increase our market share in countries such as Peru, Colombia and Argentina.

What are the most relevant markets for Scientific Games in South America?

I'd say that, if you look at the overall opportunity, the most important market in terms of slot play in South America is Argentina -in spite of the challenges of imports. Argentina is a key slot market for Scientific Games in South America. There's a huge demand for new products in the country, and our content is performing very well there. We're now getting ready to install the 88 Fortunes, which is one of our strongest games. Should we be able to get our content into the country, it would perform extremely well. We have a very strong presence in Peru, as well, where our products are performing incredibly. Those two countries in South America are definitely strong ones.

How do you see the skill-based gaming sector evolving going forward?

Our industry is evolutionary, not revolutionary. I believe skill-based gaming will evolve over time. We're going to have to try different approaches, different implementations of skill-based games to try to figure out how players will adapt to them, and it's going to take a long period of time for that to happen. We must to understand the skill-based aspect first in order to know how to implement it correctly.

We're looking at coming with new game content in the skill-based arena. From lounge tables and multiplayer tables to community-based games that may cater towards younger audiences. We're exploring new technologies that appeal to millennials.

What is your vision for the future of Scientific Games?

We're pushing the envelope to find the best solutions for our customers, as we want to be their partner of choice. You'll definitely continue to see us do that. We have such a wide variety of products that now what we have to do is to leverage our content across all verticals, leverage skill-based games, come up with unique gaming products and player mechanics. Scientific Games has the intellectual base to be the best gaming company in the industry.

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