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CR82-p24-Interview:SJC-Casino Review 26/7/09 09:46 Page 1
Daniel Linsday
Fresh perspectives drive
client facing Aristocrat
There’s something noticeably different about Aristocrat Europe these days. The gaming content provider, long respected
for the integrity and quality of its products, has undergone what has been described as a ‘cultural shift’ and the
consequent commercial results have been pretty impressive. Underlining its commitment to getting closer to its
customers, the company has now launched a new client-facing microsite at Casino
Review spoke to Daniel Lindsay, general manager of Europe for sales and marketing, for the inside track.
workingsmarter approached major events in objectives thanks to some DL: I accept that it might respond to the changing DL: It’s business as usual
INTERVIEW the past and helped extremely competitive sound a bit woolly, but in needs of their businesses: but with a more focused
progress the way that we promotions. Our post-show essence it’s about having a the cornerstone is to remain approach. We will
Casino Review: are perceived by the customer survey revealed a dialogue with customers, focused on customer needs. continue to expand our
The first indications that business. very positive response to deepening our relationship casino games portfolio,
Aristocrat Europe was What we have now the campaign with with them, understanding CR: So you’ve focused on both in terms of breadth
breaking with convention begun implementing is a respondents variously their needs more a brand refresh and put in and variety, as well as
came with the launch of transition to ‘Great Values’ - describing Aristocrat as accurately, increasing the place a new infrastructure looking at further
your promotional campaign that is the core benefits ‘sleek and stylish’, ‘a value of what we deliver for dialogue with customers. diversification and
for IGE: would you agree? that come as part and professional gaming and maximising the length What comes next? penetration into new
Daniel Lindsay: parcel of the Aristocrat company’ and as having a of our association. Our DL: We are implementing areas, such as the Spanish
Certainly our approach is brand. Beginning in April ‘fresh perspective’. marketing, which is led by a whole series of processes and German street
shaping up very differently and culminating in Obviously orders are key Olga Pleguezuelos, is to improve customer markets. An exciting new
to previous years. Coming September/October, our and I’m proud to say that amongst the most effective service and enhance selection of casino games
into 2009, the ‘Great Sense’ ongoing campaign details following IGE we have in the business. It’s not just customer/market will be unveiled in
campaign encapsulated the how in-built values such as achieved continued about creating head turning knowledge. The business is September and from there
five senses, linking their thinking, performance, positive growth in key campaigns but it’s also also being restructured to we begin the countdown
role in creating the high choice and quality deliver jurisdictions. In Spain, about building the most become more efficient, to further expansion of
levels of entertainment and real, tangible advantages, which is a new market, we appropriate forms of competitive and flexible, the range in 2010. Clearly
enjoyment experienced by evident not only in our are licensed for and have delivery. In addition to which will help us to from an industry
players using Aristocrat games but across every Type B/B+ product making creative use of third respond better to market viewpoint there’s no
games. Our message was aspect of our business approved for the four main party media, notably the demands. The core element getting away from the fact
that choosing Aristocrat including service and jurisdictions. I will be b2b press, we’ve also of our business will remain that it’s still a very difficult
games either as a player or technical back-up, disappointed if we haven’t created a programme of unchanged, however: that is environment, which will
as a casino operator made knowledge and expertise of made good progress in direct marketing the development of state- continue to impact the
‘Great Sense’. An integrated our sales team and the both France and with comprising dedicated of-the-art games, through way we do business.
CRM campaign permeated innovative ways in which licensing content for the customer newsletters, which Aristocrat will Aristocrat will continue to
every aspect of our client we communicate with our German street market. Our targeted email campaigns continue growing its work in partnership with
contact - from direct mail customers. aim is a simple one, and and our highly successful position in Europe and its customers, continue to
through media advertising, that is to exceed what microsite. Not only is our globally as one of the make strong progress in
electronic communications CR: How are you able to other companies in our communications much leading gaming suppliers of new markets and perhaps
and a dedicated Great measure the effectiveness of sector are doing by more joined-up than it has the industry. along the way raise a few
Sense microsite to the on- the campaign? engaging fully with our been in the past, it also eyebrows. We will achieve
stand theming and Sense- DL: January’s show gave customers. allows us to have CR: From a European this not just by working
ational IGE Party. These us an exceptionally strong conversations with our perspective, how do you see harder than our
activities were significantly start and we were able to CR: What’s meant by customers, to understand the remainder of 2009 going competitors but also by
different from how we had exceed our commercial customer engagement? and most importantly into 2010? working smarter.
24 August 2009 • interview
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