internationalcasinoreview
2012 Report
Multi-channel delivery across the Aristocrat range
Aristocrat delivered a total gaming experience at ICE 2012 with a broad portfolio for casino, street, lottery, online and mobile operators. The company, which describes itself as a global gaming solutions developer, reported unprecedented levels of interest and solid sales orders for its latest software and hardware products for each and every sector.
standanddeliver ARISTOCRAT TECHNOLOGIES
Aristocrat’s stand at ICE was the launch pad for a number of European and global firsts from Aristocrat as the company displayed numer- ous new games, game cate- gories and cabinet options and extensions for tradi- tional gaming floors. But in this increasingly multi- channel world, the company was also anticipating further growth in the server-based and downloadable fields, lottery and street markets and a wide range of online platforms,
where the
demand for Aristocrat’s extensive library of unique content continues to build. In the casino level Class III gaming field, a number of new categories were intro- duced to a European audi- ence, including the Reel Tube games, Mad Professor and Pharaoh’s Prize, as well as six-reel standalone games Wicked Winnings III and Samurai’s Honor. William Wilsnagh, manag-
ing director for Europe and Africa, said: “So many of the new games on show at G2E created such an impression with European operators, we made their advanced roll- out in Europe a priority. A great example is Reel Tube, one of two new standalone gaming categories, which offers bi-directional rotation of the reels, allowing for unique bonusing features and innovative game play.” Christian Colus, head of
sales for southern Europe, said casino operators clearly saw the appeal of these games. “Reel Tube’s unique feature twist and building anticipation of hits was a hit, while the added sixth reel on our two new Xtra Reel Power games now offers
26 March 2012 •ICEreport
4,096 ways to win, compared with the 1,024 permutations of their predecessors,” he said.
“Our order books from ICE have reached new heights, which shows just how well
Aristocrat’s
widescreen games are being received by the market.” Further games included
Wonder 4, Aristocrat’s first multi-play offering for Europe,
The Phantom,
Queen of the Nile Legends and upcoming Feature Top Box games JAWS: Bounty Hunter and The Mummy. With a huge breadth of
varied new forms of gaming entertainment, presenta- tions to customers turned in whistle-stop tours said Damien Greig,
senior
regional sales manager. “There was barely enough
time for customers to take in the entirety of the range, from the new games in the Mega Pay and Win Your Way series,
through classic
revivals and standalone pro- gressives to the latest inno- vations,” said Greig. He added: “The ultimate star attraction was Aristo- crat’s range of Viridian Hybrid steppers, particularly the licensed Zorro games, with their unique shutter technology that allows for video overlays to mask the reels. These games proved universally popular, and Aris- tocrat is now prioritising their introduction into Europe following their launch in the USA.” By far the world’s most
international gaming show, ICE attracted visitors from all over the world, including South Africa. Pedro De Matos, general manager, Aris- tocrat Technologies Africa, said customers from there had shown particular inter- est in Wonder 4 and The
William Wilsnagh, managing director of Aristocrat for Europe and Africa with The Phantom
Phantom.
“South African operators visiting London were very excited to see the new titles being released, such as the classics on our widescreen cabinet. They’re also pleased that Aristocrat is re-entering the stepper market,” he said. New hardware and
advanced technology devel- opments featured strongly on the stand with debut public displays in Europe of the Vii Slant widescreen cabinet, linked progressive jackpot games and the new Xtreme Mystery Jackpot system, incorporating LCD toppers on each connected standalone game. With server-based gaming
now gaining a much firmer foothold in the market, Aris- tocrat brought its Class III downloadable solution ‘Aris- tocrat On Demand’ to the London Show, following a first outing at G2E Las Vegas Gary Fairchild, networked gaming product manager, said European operators have been highly enthusias- tic about this development. He said: “Suitable for both Viridian WS and Vii Slant cab-
inets, Aristocrat On Demand offers a start-up library of more than 30 game titles, can be installed with any casino management system, is GSA G2S/S2S-based for interoper- ability and features multi- denomination support.” Aristocrat is continuing to
support its growing street market base, and used the show to preview its forth- coming release for the Spanish Type B Salon market, Where’s the Gold. Jaime Riera, Aristocrat’s
official Spanish agent, said many of the company’s cus- tomers were in London to see the new games. “Our cus- tomers told us they were very pleased to see the important street market is being supported with new games,” he said. “ICE gives us a great
chance to share develop- ments ahead of their formal launch at the FER-Interazar show at the end of March in Madrid, where Aristocrat will have some even bigger announcements to show off.”
Aristocrat believes an inte- gral facet of the stand at ICE
Aristocrat’s Christian Colus with Mad Professor, one of the games in the new Reel Tube family
was the prominent presence of gaming sectors led by the company’s emerging busi- ness & strategy team. Aristocrat Lotteries pre- sented for the first time a Viridian WS (widescreen) layout of its Video Lottery Terminal solution already in operation with Cogetech in Italy. Also on display on Indago interactive video ter- minals were the Belago system, now ready for launch into Norway’s bingo hall network and the existing Multix route market system, both in association with state-owned operator Norsk Tipping.
Common to both these
products is TruServ, Aristo- crat’s true server-based gaming system, which was also powering Class III gaming terminals on the stand, along with demonstra- tions of application on mobile platforms including Apple iPhone and iPad, Android devices, virtual scratch cards and interactive television. Aristocrat Online also
experienced a busy week in London. On-stand demon-
strations included premium content on websites and IOS devices, as well as nLive, a fully branded virtual casino designed to facilitate a phased approach from play- for-fun to real money in juris- dictions where it is permitted, also incorporat- ing nLiveLink to integrate with player data on the Oasis 360 casino management system.
Whilst strengthening its ties with distribution partner GameAccount Network through joint on-stand pres- ence, Aristocrat also announced the expansion of its global online reach with new content porting and dis- tribution agreements signed with OpenBet and Chartwell. Sam Nickless, managing
director, emerging business & strategy, said: “It is appar- ent that the cultivation of our core content, to bring it to as many places in the world as we can, is an impor- tant part of our strategy. Aris- tocrat is looking to reach as many different players in reg- ulated markets as we possi- bly can.”
Aristocrat’s stylish stand at ICE
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