GW08-IFC:Layout 1 21/12/09 18:21 Page 1
Highlights / lowlights | World
PEST Analysis
2009 - the moments that shaped
GLOBAL
INDICATORS
the world coin-op industry
WORLD AMUSEMENT
While the usual issues of legislative change, technological advancement and unsympathetic government
AND SOFT GAMING MARKET
policy were largely overshadowed by the recession, 2009 saw a number of pivotal moments occurring
POLITICAL Positive legislation
around the coin-op world. Alex Lee reports.
throughout 2009 has become
a welcome panacea in several
November October September August
European markets. Yet, while
Italy’s VLT regulation and con-
Malta - New gambling regulations Spain – increased liberalisation in a Greece – operators battle with gov- Sweden – High court rules Poker a tinued liberalisation across
come closer to reality number of autonomous regions ernment over right to provide coin- game of skill
several regions in Spain are
US - Theme park industry shows Russia– gambling ban causes thou-
op gaming
Taiwan – influence from developers
likely to create new pockets of
green shoots of recovery sands of job losses US – bar sector begins to re-invent increases on world stage
growth in 2010, tax hikes and
Bulgaria - Street market suffers as Argentina – swine flu pandemic hits
itself
New Zealand – number of gaming
government procrastinates gaming sector Spain – Grand Scala building work machines in market declines
outright gaming bans in
Brazil - Legal gaming industry Canada – All Star Vending cele-
gathers pace
Italy – Government moves closer to
eastern Europe, along with
looms brates 20th anniversary Uruguay – creative operators look to positive VLT legislation
calls to stifle Australia’s bur-
Australia - Draft report emerges US – Brands retain balance of power
attract Brazilian disposable income geoning ‘pokies’ sector, act
regarding prevalence levels of pokie in bulk vending sector as an unwelcome hindrance
use to those companies that have
South Korea - Licensed character
been attempting to transcend
sector enjoys boom time July
their domestic borders.
Poland - Government all but shuts
Belgium – IAAPA joins Network of
down street market
European Private Entrepreneurs
ECONOMIC As the world’s
South Korea – Country’s biggest
financial markets continued
FEC, Lotteworld, celebrates 20th
anniversary
their downward trajectory in
January
Spain – Madrid continues to be
2009, the acute effects of the
largest gaming area in the country
global economic downturn
India – Sega and Sathyam Cinemas
were felt by all but the luckiest
look to tap growth in the country’s
US– crane sector looks to high value
of gaming manufacturers,
indoor gaming sector
prizes
Austria – Funworld plans multi-
operators and events organ-
product strategy
isers. However, although
Australia – Gaming giant Aristocrat
most economists have dis-
Technologies teams up with Konami
counted the chance of a V-
Czech Republic – Ritzio acquires a
June
shaped recovery, the general
brace of gaming venues
South Korea – Asian Attractions consensus is that growth will
Denmark – Recession hits AWP Expo a success resume in 2010. The Interna-
market
Worldwide coin-op industry looks at
tional Monetary Fund expects
Austria – New gambling bill favours ways to beat recession
the global economy to
large operators
UK – shoe vending hits high streets
expand at slightly less than
Spain – arcade numbers rise in the
three per cent next year.
north of the country
February
SOCIAL The behavioural devel-
UK – World’s investors look to
opment of players is a constant
benefit from weak sterling process, and gaming manufac-
World – Vending industry turns to turers understand it is far better
new technologies
practice to be active rather than
US- Rowe files for Chapter 11
March April May
reactive. While positive legisla-
Ireland – AmEx organiser Martin Spain – Aristocrat eyes street China – Amusement firms step up World – Gaming firms battle back
tion can help companies better
Dempsey dies market opportunities fight against counterfeiters against recession
cater to consumers’ ever-
France – AWPs halt decline of bar Norway – ACE Interactive bolsters Kazakhstan – Alsart enters market US– Rumours of protectionist initia-
scene market presence UK – Octavian places renewed tives emerge
changing needs, many of the
World – More consumers choosing EU – Europe-wide gaming legisla- emphasis on UK AWP sector India – Entrepreneurs bring cricket
most successful businesses
to drink from home tion voted down Brazil – Legal uncertainty domi- to arcades
adopted a more holistic
Japan – Tokyo Disneyland enjoys China – Strategic collaboration nates gaming sector Germany– Gauselmann rises above
approach to their business in
visitor boom reached between organisers E1bn mark 2009, working with players
through market research and
focus groups, along with using
new media routes and tourna-
ments to help promote their
products. This alone will help
Green shoots of recovery for world amusement and low stake gaming industry?
stimulate growth in previously
sluggish areas in 2010.
number of opportunities to European countries: Spain In June, AAMS, the Italian ble jump. Ironically, while rea- As with the rest of the
enhance game play with the and Italy. The Spanish market gaming authority published a soning behind the bans and world, Asian gaming markets TECHNOLOGICAL The global
benefit of prizes for the remains one of the most draft version of the regulations tax hikes often pointed to failed to duck the economic gaming and amusements
players. The US redemption complex in the EU, but a key that will govern video lottery widespread corruption, the headwinds in 2009. And industry - from amusements
sector, while a long-estab- region for growth. A disloca- terminals in the country. The measures may ultimately although GTI Asia Taipei Expo and street-level soft gambling to
lished one, has huge potential, tion between consumer legislation is set to change the serve to drive the gaming took a knock in terms of foot- multi-purpose venues and 4D
so long as operators keep in needs and government-level shape of Italy’s gaming indus- industry underground. fall, the event was permeated immersive theatres - has always
touch with the latest fads and legislative remits have often try, and observers said the South America, meanwhile, with tenacity and enthusiasm. been renowned for being at the
manufacturers continue to be stopped the country from move would serve to attract a continued to attract attention Taiwanese companies led the forefront of technological inno-
inventive with their product realising its true potential. new wave of gaming cus- in 2009. Brazil, in particular, way in terms of shrewd prac- vation. As 2009 has witnessed,
creations. Despite the chal- 2009, however, saw a continu- tomers drawn by higher has become a growth hotspot, tice, and many groups said the gaming companies around the
lenges, US operators remain ation of the country’s gradual maximum wins. as international operators growth of China’s manufac- world are not afraid to use chal-
bullish, with 40 per cent liberation. This came to a head While the gaming markets continue to size up future turing industry had led to a lenging economic conditions as
stating they plan to add new in the weeks leading up to around the Mediterranean business opportunities in shift in their business models. a platform to develop their exist-
revenue streams to their busi- FER-Interazar, when it was received a much-needed what is arguably the world’s In 2009, gaming companies in ing offerings and create some of
ness, a figure which has risen announced that the Commu- boost during 2009, the picture largest unregulated gambling the region stepped up their out- the most innovative products
year-on-year since 2006. Fur- nity of Madrid would open up is not so rosy further east. market. Guillermo Enrique sourcing initiatives, and those the industry has ever seen. Next
thermore, with less new its video-AWP market. “We see Ukraine was quick to follow Gabella, director of Argentine operating on the island are now year will mark a continuation of
equipment entering the significant opportunities,” said Russia in effectively banning gambling firm Boldt, said: “If unquestionably aligned with this tradition, with server-based
market, there are opportuni- Aristocrat’s Paul Kitchin. “We pay-to-play gambling within the Brazilian government those from Europe and the US, gaming, interactive games and
ties for shrewd suppliers and have been testing in Malaga its borders. The situation was authorises and legalises gam- who capitalise on the manufac- the next generation of smart
operators of second hand and through distributors in later exacerbated when bling, with the right regula- turing savings to be found on peripherals being the key prod-
equipment. Catalonia. The response has Poland started mulling similar tions, there is a big, big the mainland while focusing ucts to watch out for.
For growth, many gaming been close to our expecta- legislation, while gaming tax opportunity - even more so their attentions back home on
eyes are being cast over two tions.” in Bulgaria took an inexplica- than in Mexico.” research and development.
GamesWorld | 02 | December 2009/January 2010
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54