internationalcasinoreview


Ainsworth’s Danny


Gladstone, Peter Walford and Len Ainsworth with Fire Strike, a three level progressive


encouraged to see that the product strategy and licensing initiatives previ- ously implemented have enabled AGT to produce a financial turnaround marked by a small profit in the second half of FY10. Further investment in product initiatives should


Roaming Reels on the A560


ensure the company continues to be recognised as a supplier of premium, high performance gaming products. Ainsworth has success- fully established itself as a major supplier within domestic markets and is endeavouring to increase its presence in key international juris- dictions as the current difficult market conditions recover.” Danny Gladstone, chief execu-


tive officer and executive director, added: “The profit of $1.5m achieved by the company in the second half of the year ended 30 June 2010 confirmed the success of the reform strategies imple- mented over previous periods. The full year loss after income tax of $2.7m is a significant improvement on the corresponding 2009 year loss of $12.5m. I am particularly pleased with the substantial increase achieved in domestic rev- enues, arising from the successful product development, improved gross margins and cost control measures to minimise operating costs.”


The year 2010 saw a continua- tion of improved product perform- ance in Australia and in turn increased sales throughout all domestic markets, resulting in revenue growth of 110 per cent distributed across all States. Gladstone was certainly delighted with the company’s per- formance in its domestic sector which resulted in a 110 per cent increase on the prior year. “The Australian geographical segments contributed $7.7m in profit compared to a loss of $2.3m in 2009,” he explained. “All domestic markets increased their revenue contributions, with New South Wales, Victoria and Queensland experiencing signifi- cant growth. The growth was attrib- utable to a strong uplift in sales as a result of the Company’s increased range of innovative product offer- ings and improved game perform- ance.”


While Ainsworth’s major domes-


tic markets in New South Wales and Queensland remained largely static due to uncertainty relating to the Productivity Commission’s rec- ommendations, the company has continued to grow floor space per-


42 February 2011 • interview


centage in both States. Continued strong performance


from the Double Shot standalone range of games in 5c and 1c denom- inations has Ainsworth placed as market leaders in this product range. Players Paradise, Ainsworth’s four level progressive contributed almost 30 per cent of domestic sales. Indeed the Players Paradise linked progressive jackpot system launched at the 2009 Australasian Gaming Expo enhanced mid denomination market share pro- vided the company with a market leading Linked Progressive jackpot package. Additional new product lines including Triple Shot and Super Games created greater product diversity and allowed Ainsworth to gain market share in the low denomination market, whilst expanding existing product lines of 50 line games. Another key highlight in New South Wales was the launch of the Big Shot Statewide Link progressive in conjunction with Max Gaming. In excess of 50 games were added during 2010 with the empha- sis being placed on international markets and perhaps the biggest news of 2010 came in the form of the Nevada gaming licence that the company was awarded. “The granting of a Nevada gaming licence was a major achievement for the company during the year,” Gladstone said. “Since then we’ve commenced initial Nevada product submissions and plan a progressive targeted expansion within the Americas, based on having an increased local presence and management struc- ture. This will enable the company to capitalise on the revenue oppor- tunities as and when market condi- tions improve.” Indeed the US was one of the


f loundering markets that left Ainsworth with a five per cent slump international revenue which fell to $21m during 2010 as a result of continuing difficult financial conditions, particularly in North America. The company experienced an increase in rev- enues from the South American market of 41 per cent and a reduc- tion in the North America market of 18 per cent. Strongest growth stateside was achieved in Minnesota with Players Para- dise again leading the way. Ontario has also provided good traction with all four venues in the Canadian province ordering Ainsworth games and then reordering based on the results. With a Las Vegas office set to open in the first half of 2011, much is


expected stateside in 2011. Revenues within Europe experi- enced a reduction of $2.3m, while revenues from Asian and New Zealand markets were similar to those achieved in the prior period. Ainsworth is now pinning much of its hope of growth in 2011 both at home and abroad on the release of its stunning innovation, the A560, which will make its debut at this year’s ICE show in London. The all new widescreen A560 range is an eye catcher that perfectly embod- ies the attributes of a classic enter- tainer. Providing state-of-the-art down-


loadable capability with its dual widescreen LCD platform, power- ful Quadtronic processor, compact storage, high quality sound system and foremost an ergonomic player interface supporting up to 18 play buttons. Furthermore, it offers for truly amazing game content with brilliant high resolution graphics and imaginative themes that are synonymous with the GamePlus game library. It caters for a range of cabinet configurations: the 22” dual widescreen A560 Highboy, a single screen A560 Lowboy with 19” LCD cabinet and a single screen A560 Lowboy.


Gladstone said: “The recent


release of the A560, which is now approved for sale in targeted domestic markets, will assist in continued revenue growth within FY11. The next generation A560 cabinet range is the result of the company’s continued commitment to research and development and provides leading edge game pres- entation, features and cabinet con- figurations. Following its launch at the G2E gaming show in Macau, the A560 was approved for sale in New South Wales and Queensland in July and September, respectively. Approvals in other domestic juris- dictions and in selected interna- tional jurisdictions with the greatest opportunity for increased revenue in the short-term, are expected progressively through- out FY11.” Treasure Island took the plaudits


for being the first casino in the States to install the A560. Gaming director said; “we’re very excited about being the first anywhere in the country to showcase Ainsworth’s stunning new A560. It really is a spectacular looking cabinet with tremendous state-of- the-art technology and a huge new game library that we think every casino will want on the floor. We’ve experienced a wonderfully suc- cessful relationship with Ainsworth since its product launch with the Ambassador SL over three years ago. The Ainsworth product con- tinues to be a top performing man- ufacturer on our floor with both or customer anbd service team giving their games outstanding appraisal.”


The London exhibition will Aussie Wonder on the A560


allow Ainsworth to also showcase its latest link progressives Rio Grande Rapids and Lights Camera Action, both available in the all new A560 cabinet. Rio Grande Rapids provides for three levels of link progressives, three levels of bonus prizes and exhilarating free game features. Lights, Camera, Action! also offers three levels of progressives and thrilling free games features. In addition, all three stand out titles: Action Packed, Hol- lywood Hype and Sweet Dreams provide a combination of long arrays of stacked wilds and fre- quent free game retriggers for large coinciding wins and to keep your played enthralled and involved in the action. In addition, the firm will be expanding their successful exist- ing GamePlus game library with new titles being released from Double Hit, Triple Shot, Super Game and Play 100Lines/Play 50Lines/Play 40Lines with 2 lines for 1 credit play option.


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