CR88-p36&37-Atronic Interview:SJC-Casino Review 21/1/10 20:58 Page 1
Interview
GAMING SOLUTIONS
Two years down the integration trail, Gaming Solutions, the umbrella
group encompassing Atronic and Spielo, has yielded its first harvest.
Gaming Solutions senior vice president Gerhard Burda reveals how
both companies have leveraged their state-of-the-art technology. He
also highlights the group’s desire to become “first-to-call” when it
comes to great content, the need for platform harmonisation and the
growing trend toward government-sponsored gaming are further areas
of focus for the gaming arm of Lottomatica.
Creating Gaming
Solutions for an
ever-diversifying
market
firstborn benefit from the strength of task of marrying the tech- so far will see Atronic launch tionary concept with players, components such as cash-
INTERVIEW each brand in their respective nologies behind Gaming a multi-game product made but it is now finished and avail- less, bonusing, jackpots, and
markets, their individual iden- Solutions -- a task every bit as possible by the integration able. We already have a couple pure accounting systems. We
hile the tities are unchanged follow- daunting as it sounds. of technology. Known as of high-level customers com- are able to provide cabinets,
W
continued ing the merger. But the “The battle will be won ‘diversity’, the multi-game mitted to purchasing it.” platforms and specifically
roll-out of solution to exactly how to through platform applica- package offers a broad range Despite these innovations great games. That completes
new game combine this powerhouse of tion,” Burda, a gaming indus- of casino games in one in gaming cabinets, platforms, the circuit. Those games may
content, technology, game content, and try veteran of some 25 years, cabinet. It features brand- and content, Burda doesn’t be for government-spon-
linked distribution networks would explained. “There is no point new and top-ranking Atronic want Gaming Solutions to be sored gaming, commercial
gaming clearly take some time. in developing content at a games packaged in unique pigeonholed as simply a gaming markets, or for adja-
technology, WAPs and systems Gerhard Burda was high level of investment, and game suites. diversity will machine manufacturer. cent markets such as AWP,
has been completely unham- charged with managing and then just keeping it on your also allow players to select “We have two major mobile and the Internet.
pered by behind-the-scenes overseeing GTech’s Gaming own platform and within your their preferred game types markets: government-spon- Thanks to integration and
integration, many in the wider Solutions division, consist- core business segment. If you with different volatility sored, where Spielo is an our extensive knowledge of
casino community may still ing of Spielo and Atronic. As develop game content, it has levels, including stand-alone expert, and commercial each market segment we can
be unaware of the full ramifi- senior vice president, his aim to be available to different multi-level progressives. gaming, where Atronic is an customise those games to
cations of the Atronic Group’s was to identify common market sectors. Gaming Solu- “This has perhaps been expert,” he said. “Between us, suit the unique needs of the
huge swing in ownership. strengths on both sides, as tions’ focus so far has there- the Achilles heel for Atronic, we have a large games library. players in each market.”
As a long time member of well as to further grow fore been on integrating our as we previously didn’t have We would not want to be seen The combination of Spielo
the Magnificent Seven of GTech’s share of the govern- technology, harmonising our a product that competed in as just a machine manufac- and Atronic has given Gaming
slot manufacturers, Atronic ment-sponsored and com- platforms, and harmonising the multi-game market,” turer, but instead as a tech- Solutions a firm footing in the
left family ownership and mercial gaming markets. The most of the parts of the cabi- Burda explained.“Game nology partner that can two market segments at the
the Gauselmann Group in first two years of this process nets. While we still have strong content, linked gaming, and additionally provide com- top of that list. The crossover
May 2008. Rhode Island- has naturally been one of brand identity on the outside systems have long been plete systems solutions, as between VLT and casino slots
based lottery giant GTech integration, with technologi- of the cabinets, inside there is Atronic’s strong points, but well as individual systems in the United States needed
Corporation, a wholly cal harmonisation as the top a very high percentage of com- now we believe we will have
owned subsidiary of Lot- priority. ponent overlap. So today we one of the best multi-game
tomatica SpA, bought Burda said: “We have been can build a Spielo machine offerings on the marketplace.
Atronic in order to comple- so busy over the last two and an Atronic machine from This is a direct result of the
ment GTech’s own VLT man- years. The integration process clone stock, which is about 75 harmonisation of sensys EP
ufacturer, Spielo, and build started immediately in Febru- per cent the same, while (Enhanced Platform)
its overall gaming strength. ary 2008 when I came into sharing game content between Atronic and Spielo.
While the Atronic brand this position. We reviewed between each brand.” sensys EP is the evolution of
was well-known in Europe our options going into the For example, Spielo’s´s sensys. It has more process-
and Latin America, Spielo was commercial gaming industry, prodiGi Vu cabinet provides ing power and more memory,
already considered a leader in which involved a lot of in- the basis for Atronic´s future and will really set Gaming
international distributed depth analysis and research cabinet. prodiGi Vu uses the Solutions up for the future.”
gaming markets. One was a into the various gaming sensys platform, offering USB IGE will also see the intro-
compelling force in commer- sectors. With the arrival of and Flash-card-based games duction of Master Roulette
cial casinos; the other, a main- the new Lottomatica Group instead of EProms. Other fea- which recreates the excite-
stay of government-sponsored CEO, Marco Sala, our strategy tures include a full-colour ment and anticipation of
gaming. When Italy’s own is now crystallising in terms digital button board, and a playing the live game with the
lottery force, Lottomatica, of casino, AWP and VLT. While hand-held remote control that comfort and convenience of a
completed its purchase of the integration process has allows the player to sit back, state-of-the-art gaming
GTech, Lottomatica became never stopped, we have since relax, and play without cabinet. As well, Atronic is
the parent company of all refocused our energies. At the needing to lean over a launching Deal Or No Deal
three brands, creating one of International Gaming Exhibi- machine’s button panel. Join ‘n Play.“We are very
the world’s leading gaming tion in London and through- sensys is network-gaming excited about launching the
solutions providers. Lottomat- out 2010, the gaming ready and paves the way for latest product in the Deal Or
ica has a huge worldwide pres- community will see the server-based gaming. No Deal range with the Join ‘n
ence and one of the broadest benefit of our behind-the- Looking to the Interna- Play community game,” Burda
portfolios of lottery technol- scenes work.” tional Gaming Exhibition said. “We showed it as a proto-
ogy, interactive gaming know- The Gaming Solutions (IGE) in London, one of the type in November 2008, so it
how, services, and content management team’s initial most notable collaborations has taken some time to come
solutions on the market. To focus has been the mammoth between Spielo and Atronic to market and test this revolu-
36 February 2010 • interviewgamingsolutions
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