p24-27 IGT interview.qxd 3/28/07 9:36 am Page 34
INTERVIEW
IGT
Jon Bruford interviews IGT Europe’s main
man, James Boje, about the present and
future for the gaming behemoth.
ames Boje has been with IGT since 1999, is coming from and were trying to share that vision
J
when he joined IGT Africa as Sales and with our customers moving forward. We have a lot of
Marketing Manager. His rise through the ranks customers that want to be associated with IGT, were
was rapid, as he took the Managing Directors very proud of the product range that we have and the
hot seat in 2001. reputation we have in the market place. Were known
James has been with IGT Europe for nearly two to deliver what we say well deliver.
years now. Prior to IGT, James worked on the operator We really showed The Big Picture in terms of the
side with Sun International for 10 years before multi-level progressives (MLPs) in the marketplace
leaving to run lottery companies and then dabble in and the variety of MLPs to choose from. The
distribution, so he knows both sides of the business performance of these products is very well received
equally well. by the operator and that’s because the customers
enjoy playing them. We have a full range of premium
Casino International: James, how has IGT Europe plus products – our Star Wars is doing very well out
grown since you came on board and what role do you in the marketplace. It's an exceptional game that’s
play in the company's growth and structure? been well received. Our first Star Wars launch was in
James Boje: I came on board and had to try and fill Monaco and its performance has only reinforced
the shoes of Kurt Quartier whos now Vice-President their faith in the product line. They truly appreciate
of International Casino Markets. Those are big shoes the unique variety of premium plus products and
to fill and Kurt and his predecessor, Paulus Karskens what they bring to an operation.
did a great job of laying the foundation for the Were busy looking at opportunities for our
challenges we face today and hopefully for the future. Advantage Casino System in the European market.
My key role is basically to adjust the organization
in order to improve efficiency. Then to use the new “Our first Star Wars launch
efficiencies to deliver what our customers expect in
was in Monaco and its
the marketplace. We’ve had great successes and, yes,
the subsidiary has grown, but so has our competition.
performance has only
The market is constantly changing and opportunities
reinforced their faith in the
are coming along all the time. Just look at Eastern
Europe. Russia’s shrinking a little bit now and thats
product line.”
made it necessary for us to have a look at
streamlining and creating efficiencies. We’ve grown in Our EZ Pay system has continued to be successful for
floor space in the building and weve structured us and why not. It’s easy. It’s proven. It’s EZ Pay.
ourselves a little bit more toward those key areas Not to be forgotten is server-based gaming. Server-
where we foresee growth. based gaming for IGT is more than just downloading
a game; it’s the added value our sb product will offer
CI: What makes you the right person for the job? to an operator. We’re looking at The Big Picture. Were
What skills and strengths do you bring to IGT? really focusing on development and working very
JB: Besides the operational knowledge, I like to closely with key operators back in the US. We’re the
think that I am a people person, a very approachable only manufacturer that’s already out there trialing sb
person and Im a good listener. I’m a team player and within regulated environments. So, we’re really
a team builder. I dont necessarily have to be the big excited about the future of our server-based product
shot of the crowd. I like to surround myself with good and where it’s going to take IGT.
people that bring good qualities to the business, and
help fulfill the visions that I lay down for the CI: You create systems, as well as manufacturing
subsidiary moving forward. slots, which is obviously what the company is famous
for. What's the ratio for the business of slots to
CI: How do you see your growth continuing over systems?
the next five or 10 years? JB: Obviously, machine sales is the majority part of
JB: We were very excited after ICE. I think we chose our business. But, yes, we are a systems vendor, too.
a theme that really gave our customers insight into Look at EZ Pay. It can run parallel to many systems
the future – The Big Picture. That’s where our growth and can run on its own. We’ve done IVS interfaces
24 APRIL 2007
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