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Hedgeland and Svederman join Evolution Gaming


The natural evolution of Evolution Gaming, which has seen virtual gaming become video-streamed live gaming, has attracted two new faces to its growing empire from backgrounds with Octavian International and Nordnet.


evolutioncontinues EVOLUTION GAMING


Evolution Gaming, the


pioneer of video-streamed Live Dealer gaming, has strengthened its team with the appointment of Helen Hedgeland as head of mar- keting and Fredrik Sveder- man as CFO. Hedgeland was previously head of marketing at net- worked gaming specialist Octavian International. Working with numerous


geographic markets world- wide, Hedgeland gained con- siderable experience of the global casino industry - expe- rience that she believes will be vital in her new role, as online and offline gaming operations converge. Commenting on her appointment, Hedgeland said: “Evolution is an ener- getic and innovative company with a market- leading reputation in online gaming. I believe my experi- ence in the traditional casino market and Evolution’s proven technology and products will encourage more bricks-and-mortar


venues to extend their oper- ations online - in a way that strengthens their brands and attracts new players, without cannibalising their in-venue revenues.”


Amongst Hedgeland’s objectives will be to raise Evolution’s profile on a global scale, building on the brand awareness Evolution has established in Europe. Central to this activity will be the promotion of the state- of-the-art facilities at Evolu- tion’s


own Production


Studios in Riga, Latvia. Here, techniques such as blue screen technology make it highly cost effective for oper- ators to make custom- branded dedicated tables or complete environments available in real time to their customers over the internet. “For the customer, the expe- rience is as close as possible to playing in a real casino - with the reassurance of famil- iar branding, the excitement of live games, a personalised customer experience, and professional dealers who interact with customers and can promote other attrac- tions,” added Hedgeland.


Svederman joins Evolu- tion having previously been chief financial officer at Nordnet, the largest online stock brokerage in the Nordics. During Sveder- man’s time at Nordnet turnover increased from E17m to E120 while the number of employees more than tripled.


Commenting on his new post and the opportunities ahead for Evolution and its clients, Svederman said: “I have been privileged to work in entrepreneurial growth companies for most of my career, so I am delighted to have joined Evolution. The company and the industry are on the verge of some- thing very big indeed. Betting on the internet is still a relatively young industry but through entrepreneurial flair, investment in the latest technologies, and sheer talent and enthusiasm, Evo- lution has quickly estab- lished itself as a market leader. As a financial econo- mist I see very clearly how this pioneering passion is now reaping rewards for Evolution’s clients, who are


maximising their ROI with Evolution solutions that are proven to generate high revenue and high customer loyalty.” According to Evolution’s


CEO Jens von Bahr: “These are key appointments fol- lowing a very successful 2010. They are part of our growth plan and will ensure that we are well positioned to maximise opportunities in our markets, which include online and land- based casinos as well as land- based betting venues.” The full power of Evolu-


tion’s portfolio of Live Casino solutions, including Dedicated Tables and Envi- ronments, Live Roulette (including a new Mini version) and Live Baccarat and Blackjack games will be on show at ICE Totally Gaming. To show the flexi- bility of Evolution’s solutions for online and land-based casino and betting shop markets, other demo-and- play devices on the stand will include in-venue kiosks/terminals, interactive touchscreen pods and laptops.


A highlight of the demos will be Evolution’s Dedi- cated Tables and Environ- ments. Broadcast live using blue screen technology, these solutions enable seam- lessly customised and branded tables, or even com- plete branded ‘virtual’ casino environments, to be video- streamed via the internet to customers. Hedgeland said: “Using our


services there’s no limit to how far an operator can develop their brand online. They can have dedicated tables and areas, with dedi- cated staff suitably attired in branded uniforms. Players can interact with the dealers throughout the game, and are reassured by the authenticity and familiarity of the dedi- cated branded environment, whilst the operators have the ability to cross-promote other gaming attractions such as lotteries or sporting events, all in real time. Our demos will show how new, high- value revenue streams can be created using the latest tech- nologies, with complete control over branding and the customer experience.”


Heutmekers to lead Atronic in Latin America and Asia


leadingface ATRONIC


Atronic International has announced that Marcel Heutmekers has been named senior director for Latin America and Asia and will report directly to Walter Bugno, CEO of Lottomatica Group’s Gaming Division which comprises Atronic and Spielo. As senior director for Latin


American and Asia, Heutmekers will be responsible for leading Atronic’s Latin American and Asian teams, and for developing strategies to further support and grow Atronic’s performance and presence in these evolving markets.


Marcel Heutmekers Heutmekers’ experience spans


13 years in the gaming industry, including his leadership at Holland Casino’s slot department, where he oversaw an installation base of 7,000 machines across 14 casinos. On the supplier side, Heutmekers previously worked with Atronic where he headed new business development and


56 February 2011 • suppliernews


was responsible for the opening of various new markets across the world, as well as the introduction of new business models. His combined experience as both an operator and supplier give him invaluable insight into operator requirements, and how player behaviour and desires have changed over time. Within Heutmekers’ group,


Jessica Luna is now responsible for overseeing sales as the sales director Latin America, reporting to Heutmekers. In her past 8 years with Atronic, Jessica has been an integral member of the sales team and a major part of the company’s success in the Latin American market.


In Asia, Lai Fatt Chiang (Chiang) will continue overseeing sales for the region as general manager Asia, reporting to Heutmekers. Chiang has been with Atronic since March 2009 and has a detailed knowledge and understanding of the Asian gaming market and its specific requirements, thanks in part to his previous assignment with Asian gaming distributor RGB. “Marcel brings a broad


expertise in business development to Atronic, and possesses comprehensive market experience on both the operator and supplier side,” said Lottomatica’s Gaming Division CEO Walter Bugno.


Copag to deal PokerStars Caribbean Adventure Copag has signed a deal to be the exclusive supplier of playing cards for the PokerStars Caribbean Adventure tournament up to 2013. The PCA Bahamas part of the tour, took place recently from January 7-16, 2011 at the luxurious Atlantis Resort & Casino in the Bahamas. A spokesperson at Copag said: “For Copag, the partnership means the opportunity to have our product in the hands of the best poker players in the world, as well as strengthening our partnership with PokerStars. It means we will see the best poker site and the best manufacturer of playing cards together, supporting and contributing to the growth of poker throughout the world.”


MGM to launch


slotidol INTERNATIONAL GAME TECHNOLOGY


International Game Technol- ogy’s star-studded Ameri- can Idol MultiPlay video slots have arrived at MGM Resorts International properties as part of a 30-day exclusive partnership between the two companies.


The MGM Resorts and IGT duo gives MGM Resorts access to the American Idol video slots and highlights the power of game manufac- turers and properties working together to create unforgettable player experi- ences.


As an IGT Center Stage Series Game, players will feel a rush of excitement as vivid LCD screens deliver eye- popping graphics while MEGAfx fill the air with hit songs from the show. Adding to the allure, American Idol will capture players’ imagi- nations by reuniting them with Simon, Randy, Kara and Ellen in this rousing Mega- Jackpots game. “From the judges to the music, the game captures the dynamic characteristics that have made the show one of the most popular in Amer- ican history,” said Eric Tom, IGT chief operating officer. “This is not only a game, but a sensory experience that will immerse players in the people and music that have made American Idol such a beloved brand.”


Steve Zanella, general manager of MGM Grand Detroit, added: “We are always looking to introduce new, innovative games and this 30-day exclusive with the American Idol games provides our guests the quality and entertainment they’ve come to expect. The partnership with IGT allows MGM Resorts the opportu- nity to offer our guests one of IGT’s premier platforms.” The penny denomination game, which has 40 pay lines and is a 600-coin maximum bet, will also be installed at the MGM Grand Detroit and Biloxi’s Beau Rivage over the course of the next three months.


American Idol MultiPlay


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