ruze Gaming is now ready to show this week at SAGSE how relevant the Latin American market is in the company’s expansion plans. Michael Snyder, Vice-President, and Manager, Latin America and the Caribbean; and Fred Núñez, Director of Product Management; will be at the operators’ disposal on Techno Gaming’s stand 210. "Latin America is a relatively new for Aruze and attending gaming shows like SAGSE is a great way to engage directly with our customers to better serve the market," said Arleth Godinez, Director of Sales, Latin America, and the Caribbean, who will also be present at the trade show in Buenos Aires.
Aruze recently announced an agreement with Casino Metro in San Juan, Puerto Rico, which will see the casino install the Roll To Win Craps next year. What does this sale mean for Aruze? Does the casino already have other products of the brand?
Roll To Win Craps is a spectacular product. We are thrilled to schedule our first install in Latin America with Casino Metro in Puerto Rico. Latin America is a very important market to Aruze Gaming, and bringing one of our flagship products into the market shows Aruze’s commitment to our Latin American partners.
The premiere of this highly anticipated electronic table game in Puerto Rico will be a significant milestone in our strategy to deploy unique and innovative games that bring great entertainment value, while continuing to capitalize on our existing core product success.
What potential do you see in this game in Latin America? For what type of venues is it ideal?
The unique nature of Roll to Win Craps makes it perfect for players that have been curious about Craps or are new to the game completely. The terminal interfaces make betting easy, and players still get all the fun of rolling live dice. It is easier for casinos as well, as there are fewer staffing needs with Roll to Win Craps, down to as little as one dealer to enter the dice results.
In addition to Techno Gaming, SL investments and Kylin Corporation, with what other distributors is Aruze working in Latin America? Are you planning to attend 100% of the region directly or will they keep a distributor?
Aruze has been very fortunate to develop partnerships with the likes of Techno Gaming, SL Investments and Kylin Corporation. We find value in our partnerships and see the benefit of continuing our partnerships, along with selling directly in specific markets. As we expanded, we have recently partnered with Mexsa, GPS Parts and Supplies of Panama, Portucri SRL and BID Americas LLC.
Which Aruze products will Techno Gaming exhibit at SAGSE? Will any company representative be present accompanying your distributor?
We are excited to show our award-winning Muso Triple 27 alongside the Muso Curve 43. Both products have been well received in other global market and recent installations in Argentina have shown the Latin American customers are excited for unique content from Aruze.
This year at SAGSE we will have our internal Latin American sales team in attendance along with representatives from our product management team to support Techno Gaming. Latin America is a relatively new for Aruze and attending gaming shows like SAGSE is a great way to engage directly with our customers to better serve the market.
Michael Snyder served one year as vice president and general manager of Aruze for Latin America and the Caribbean.
What is the result of your management so far?
Since Aruze made the decision about a year ago to manage the territory directly we have been able to place many machines throughout the territory. We all are extremely pleased as we have far exceeding our first-year expectations.
What contributions did you make to the company from your experience in the operation of games?
As a former operator in LATAM Michael has direct experience with the challenges our customers face. Using this experience, Aruze has been able to work with clients in ways that will give better results for both our businesses.
What is your next big challenge?
We have such fantastic products that the demand is growing at a rate that my next big challenge is to insure we are able to maintain the supply. Our goal is to be able to deliver to the LATAM customer our products within 30 days of order. This is my biggest challenge.
In the last edition of Peru Gaming Show, they exhibited the Muso Triple-27 cabinets (prepared with the collaboration of Quixant), Cube-X Vertical and Cube-X Video.
How are operators responding? Have you already completed any installations?
The Peru Gaming Show was very good for us. The operators were very happy to see us there and the big question is who would be first to get the Muso Triple-27. We now have our premier cabinet, Muso Triple-27 in six different countries, including Peru, and it is outperforming nearly all of our competition. When we place this machine on the clients floor our expectation is that it will achieve the 1st or 2nd spot. Aruze is currently blessed with some of the best performing games across the world.
How pervasive are the distributors, manufacturers, and operators of the gaming industry to overcome the difficulties posed by the socio-political realities of markets such as Argentina, Bolivia, Chile and Peru in the face of 2020?
Latin America has always been periodically challenged with these types of issues and we trust in the market to work through them. Our mission is to support our clients in a responsible way by providing exceptional products and services and adapt to changing times.
How does the business stay afloat with these conditions?
Excellent question, with or without challenging times it starts with what I call “responsible selling”. Many of our competitors only focus on what is good for their business. Aruze focuses on what is good for our customer’s business. We believe that if we help make our client successful, we will be successful. Being responsible in good times makes everyone more resilient during difficult times.
How do you visualize the future in the short and medium-term in these countries?
There will be some slowing in the near future whilst things are worked out, but what my experience has taught me is to be patient and work with the clients and you will always achieve the best outcome possible.