internationalcasinoreview
Interview
Rebranding will see launch of Spielo International at G2e
With two years of integrating behind the scenes now completed, Spielo International is ready to stand as the gaming industry’s newest entity; joining Atronic and Spielo under one name and one brand.
acomingtogther SPIELO INTERNATIONAL
Atronic and Spielo will be attend- ing the 2011 Global Gaming Expo (G2E) under a new, unified corpo- rate identity that encompasses both organisations under the name Spielo International. The sister companies, overseen
by Italian gaming giant Lottomat- ica, have been moving toward functional integration over the past two years. Now, G2E 2011 will mark the organisation’s ‘coming out’ as a fully integrated entity that shares a single focus on exceptional content and customer intimacy. The Atronic name will, though, continue as a product brand in most markets. Walter Bugno, chief executive
officer of Lottomatica’s Gaming Division, said: “We are now in the unique position of serving multi- ple gaming segments across many gaming channels as a single global entity, shifting both our focus and our investment to becoming a developer and provider of great content. By combining our resources, innovation, and best practices, and by reducing ineffi- ciencies, we will be providing great games more frequently, have a better understanding operators’ and players’ needs, increase inno- vation, and improve speed-to- market and delivery times.” “Our new identity as Spielo
International represents the com- pletion of our integration process, with the new unified goal of bring- ing compelling, high-performance content to our customers,” Bugno continued. “So we are now working together toward that common objective and serving all markets. We are now in the unique position of serving multiple gaming segments across many gaming channels as a single global entity, so we can offer more com- petitive pricing and deliver greater value to our customers. “As well, because technology is
an enabler of gaming success, rather than the driver, we want our technology to be relevant instead of leading-edge and costly. When our customers see the great games we have to offer, we want them to recognise that our tech- nology can compete with anyone
32 October 2011 • interview At the same time, in the distrib-
uted VLT gaming space, Spielo is recognised around the world as an industry leader. “Spielo was also making inroads in the casino sector, even prior to the acquisi- tion of Atronic, so it had already transcended the VLT space,” Bugno said. “Many customers are aware of Spielo, whereas in the distrib- uted, government-sponsored area, Atronic was not as well known, and we wanted the name change to be as easy as possible for our customers.
Our first public
else’s, but that our games are clearly superior to everyone else’s. In other words, our technology will be relevant and up-to-date so that our true competitive differen- tiator will be the quality and per- formance of our games.” The announcement of the new
branding brings a fairly public end to a long integration process. Bugno explained: “We’ve made the required organisational changes to meet our new goal, and all along we’ve worked to ensure that this transition was seamless from the customers’ point of view. The same account and service teams will continue to work with our cus- tomers; it was very important to us that those relationships were
not affected. We are now officially one entity called Spielo International.
We
chose to leverage the Spielo name for a couple of reasons. First, the distributed, government-spon- sored gaming segment has offered significant growth opportunities for us - take, for example, our leading position as Spielo Italia in the Italian VLT market. We want to continue that recognition and momentum.”
appearance under the new Spielo International brand will be at the G2E show in early October, and then the ENADA show just a few days after that. We’re looking forward to sharing the unified strategy and outlook with current and new customers.” Bugno heralded the announce- ment as a new beginning and a milestone for the future of Lot- tomatica’s Gaming Division. “We are ready to stand publically in front of our customers to commit to a new level of competitiveness, investment, innovation, service, support and reliability,” he said. “We recognise that in recent years we have dis- appointed the market, our customers and ourselves but we are now in a posi- tion to address all that. Lottomatica is investing heavily and we have no intention of letting this opportunity slip. We believe we can achieve our goals through sta- bility and invest- ment. Our aim is to surprise and delight our cus- tomers and in doing so quickly regain the position we once held. I have no doubt about the financial ability of our gaming busi- ness. Lottomat- ica has a strong cash flow and a healthy appetite for growth and
success. The new gaming
division is now different from all the other aspects of Lottomatica’s business.”
Lottomatica is now leveraging all the assets of the group, each of the sectors are now all under one roof: casino slots, AWP, VLT, roulette, multi-games, apps for systems products, and online solutions. Bugno added: “Where manufac-
turers have in the past looked to implement new technology, creat- ing big, redundant and expensive changes, we’re interested in tech- nology that works. We’re not asking operators to scrap their existing producers, systems and technology but to use ours to add value and speed up return on investment. We want to be quick adapters, not pioneers. We are making investment in technology and eliminating duplication, which has hindered the efficiency of our business in all sectors. Whilst our AWP and VLT offerings are thriving, the casino sector has to gain traction as we have missed some opportunities. Whilst we have had some great success stories in recent times in the casino sector we are fully aware that we need more content and more innovation. Improving our focus on content is the priority.” Under their new mission and
name, Atronic and Spielo will be showing a combination of com- pelling new games, foundational products, and tested, market-avail- able solutions at G2e Las Vegas at the Sands Convention Center from October 4 to 6. A number of new innovations on the systems side will be avail- able as apps.
myGuest, for
example, is a new iPhone app used by slot attendants and marketing teams on the floor to identify loyalty club players and consult their individual profiles. myGuest provides detailed information about the player’s gaming activi- ties in real time, allowing staff to instantly make informed and per- sonalised decisions, such as awarding the player with promo- tional credits on his or her slot machine, or ordering him or her a complimentary drink. FloorMaster is an advanced slot
floor monitoring application for touch screens with a full-colour interactive map of the slot floor. It’s intuitive to use and provides
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