CR88-p36&37-Atronic Interview:SJC-Casino Review 21/1/10 20:58 Page 2
some unravelling, and the it will be harder to adapt process, bring new game
group has now put a strong markets where there are design teams to market, and
sales and distribution force already strong private sectors prove game performance
through Atronic Americas and established and strong com- with customers. There has
Spielo, jointly focusing on the mercial regulations in place, also been a shift in corporate
development of both the with associations and lobby- philosophy from being just a
Canadian and US commercial ing bodies at work. ” machine manufacturer to a
casino and government-spon- Looking to 2010, Burda said solutions provider and out-
sored markets. But of course it there is no doubt where a large standing content house.
isn’t just the US and Canada slice of Gaming Solutions’ “Both Spielo and Atronic
where government-spon- investment will be dedicated. have designed Italian VLT
sored gaming markets are pre- “A significant amount of games, and will become
vailing. Burda sees the model our resources will be needed strong content providers for
in Italy, home to Gaming Solu- to make Italy a success for this important market. We will
tions parent Lottomatica, as Gaming Solutions,” he said. also offer content to the still-
being pivotal to the future of “On the commercial gaming significant Italian AWP
several markets. side, Spielo will focus more on sector,” Burda explained. “We
“There is a definite trend the Canadian and US market, have started to provide
towards governments trying promoting both Spielo and gaming content to the
to regain control of their Atronic solutions, while Germany AWP manufactur-
gaming sectors, or at least Atronic will aggressively ers Gauselmann and Bally
parts of them, as they look to develop the international Wulff, so we are becoming a
tap into the revenues that commercial marketplace, games house more and more.”
are made there,” he said. “Italy which you’ll see as we intro- Two years in, and the
is a very good example duce exciting new products.” process of integration has
where the government is The downturn in the come a long way, but in many
driving additional revenues economy during the last year respects it has only just
from launching a massive affected the financial per- started.
VLT program.The model her e formance of the commercial “We are further integrating
is very important, I think, to gaming sector worldwide, the two companies in 2010,”
the future of gaming, where but there were still some Burda said. “Technology was
a public/private partnership highlights. the most important, and by
has been adopted. I am sure “I would say that Atronic integrating it, we gained so
this ownership model will achieved a very high market much horsepower in research
be replicated in other coun- share in Chile of about 25 and development. We no
tries as well.” per cent, as well as a very longer have to do the same
Burda stressed that this type healthy share of the systems thing twice on different sides
of ownership is far removed side throughout Latin of the Atlantic Ocean. We will
from the original government- America,” Burda said. also look into further syner-
sponsored business model. “We can be proud of both gies between operations, sales
“In the past, Europe has of these achievements. Atronic and marketing in 2010.”
seen governments award one Systems is today a very prof- Logistically, the merger has
or two companies with all of itable company with great already seen Atronic Americas
their country’s multi-terminal products and great manage- leave its headquarters in
systems. We’ve seen state own- ment behind them. This has Scottsdale, Arizona for Las
ership and monopolies. In not always been the case since Vegas, Nevada. Spielo has
Italy, there are ten concession- we acquired Monaco Informa- retained its Canadian base in
aires that all operate systems tion Systems (MIS) back in New Brunswick, and expects
and terminals from several 2003. We have also seen great to have its Nevada gaming
manufacturers, which adds success with our Stargate SG- licence approved in 2010.
competition to a government- 1 multi-level progressive. “We want to be able to use
sponsored environment and We’re particularly pleased our resources better to
truly sets Italy apart.” with those results, because it’s produce a much more pow-
“Such partnerships provide difficult to launch a new erful range of games,” Burda
governments with direct product in a downturn. Cer- said. “We have developed a
access to the data and to tech- tainly Europe was a very really great capacity to forge
nical information,” Burda said. depressed market in 2009. games on different platforms.
“The model in Italy also dic- There were also many posi- We are working with an
tates that the government is tives on the Spielo side of Italian platform partner, as
paid E15,000 for each VLT things, with new markets well as on the Spielo plat-
before they are even placed opening in the government- form, the Inspired UK plat-
into the market, so there are sponsored sector in Italy, form, and we have integrated
immediate and significant Pennsylvania, Illinois, Kansas, with the Bally Wulff platform
gains for the budgets. It will and recently, Maryland.” for Germany and are integrat-
be easier for governments to According to Burda, ing with a local partner in
come up with models like the Atronic’s focus in 2009 was Spain. Platform integration
one in Italy, where legislation to establish a new game and content delivery will be a
is less developed, and perhaps design philosophy and major strength in the future.”
February 2010 • interviewgamingsolutions 37
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