events
The Astra booth at ICE/ATEI 2009.
astra DeLiVers ProGress, QuaLitY anD suCCess
at iGe/atei 2009
Astra Games Ltd – Part of the Novomatic Group of Companies – revealed a product range steeped in invention and
creative thought at IGE 2009. With a presence previously unmatched in Astra’s considerable ATEI history, stands 4120 &
4220 were the platform for a collection of games, cabinets and concepts that placed a clear marker for Astra’s intentions
in 2009, and the resulting presentation was met with a mixture of delight and appreciation by industry partners.
The investment we poured into development in 2008 “Diva’s Reels was unparalleled in terms of traditional machine
really produced dividends at IGE/ATEI 2009”, stated presentation”, said Alan Rogers, Astra Director of Sales. “It
Astra Managing Director Zane Mersich. “In line with the Astra “wowed” not only the UK industry but also the assembled inter-
core game strategy, the entire product range incorporated a national contingent, an indication of the talent and ideas within
blend of familiar Astra proven game concepts with a collection of the UK sector.”
vibrant, innovative ideas. Clearly, we enforced Astra’s position as
a groundbreaking company with strong, established game brands Astra devoted two thirds of stand 4120 to five key markets –
that transcend geographic boundaries and market sectors.” Czech Republic, Holland, Italy, Spain and Belgium – comprising a
formidable export sector.
The focussed efforts of Astra’s development team came to frui-
tion in the form of both video and reel based Category C games; The Czech Republic featured Hi Energy; Holland introduced Fruits
the dazzling new ‘Diva’s Reels’ themed multiplayer was a crowd on Fire and Sinderella Double Action; Belgium presented Games
favorite, visitors being impressed by the freshness of the design Palace, Once Upon a Time and the multi-game Action Pack; Spain
and simple playability of the game. Completing the Category C and Italy also combined innovative video product with a number
overhaul, three reel based single player machines – Pure Gold; of reel based concepts.
Reel King Player and Diva’s Reels Player – were applauded for
their mix of traditional reels with contemporary presentation. These Zane Mersich: “A fantastic range of export product was excellently
games were accompanied by Astra’s B3 ‘Slotto Gambler’, already presented by the Astra team and our partners for each of our key
an established and popular game before the show, finalising a countries. The games were positively received by an enthusiastic
robust UK product range that offers something new as well as core customer base and I believe that 2009 will be a strong year for
player favourites. Astra across our international markets.”
14 novomatic
®
march 2009
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