company
aDmiraL: ProfiLinG Peru’s marKet LeaDer
Under the brand name ‘Admiral’ a network of local subsidiaries for the various business activities encompassing casino
and route operations as well as the sales of Novomatic gaming equipment, in Peru and now in many other countries in
Latin America, has been developed over the last 16 years.
s
ince 1993 Admiral has been one of the best-established Gaming operations
gaming brands of the Peruvian market. Today the Austrian
Gaming Industries GmbH (AGI) subsidiaries Novomatic Regarding the operations of gaming halls, the Admiral Group
Peru SAC, Crown Gaming SAC, Inmobiliaria SAC and Sierra presently operates 13 locations under the terms of gaming opera-
Machines SAC are operating under the brand ‘Admiral’ which is tion licenses granted by the Ministry of Tourism and Foreign Trade
a name recognized as one of the most prestigious gaming brands (MINCETUR), which confirms the companies’ policy of always
in Peru – thanks to the successful operation, past and present, of working within the legal framework in strict compliance with the
casinos and gaming halls such as Casino La Hacienda, Casino La gaming activity regulations.
Rosa Nautica, Magic City Gaming Hall, New York City Gaming
Hall and many others over the years. This highly successful con- Admiral’s primary operational strategy is based on offering an
glomerate has become known under the collective name ‘Admiral efficient and personalized customer service that combines the fol-
Group’ in Peru. lowing elements:
The entrance of the Novomatic Group of Companies in 2007 was • Rapidity and efficiency in the floor operations
a significant milestone and consolidated Admiral’s position not only • Variety in machines’ mix
in doing business in Peru, but also expanding throughout the South • Well trained staff in the knowledge of the games offered, floor
American region through the sales of Novomatic products. The procedures, commercial promotions and customer attention
Admiral Group’s main office is located in the district of Surquillo, in • Facilities in appropriate conditions (decoration and comfort).
a strategic point of Lima City. The management team of the com-
pany is headed by Lawrence Levy (CEO), Eduardo Armebianchi Another issue of the strategy of the Admiral Group in the year
(Sales and Administration Director) and Max Bauer (Financial 2008 was centered on investments to improve the current loca-
Director). Currently they manage more than 600 staff split between tions; carrying out remodeling activities. In 2009 the main focus
the group’s gaming operations and external distribution activities. is on the evaluation of new locations for the development of large
scale projects (500 slots and more) and the creation of a new flag-
the admiral business model ship operation that will once more mark the leading position of the
The business model of the group is Admiral Carrera Casino.
focused on the cash flow generation
in its two business lines distribution
and operational activities. This is
achieved by means of the following
strategic combination of factors:
• Import and sales of high-quality and
technologically innovative AGI ga-
ming equipment.
• A high level of customer service, con-
stantly in search of excellence, in the
gaming operations as well as in the
sales area.
• A strategic selection of investments
to create new business and to improve
the current operations.
• An efficient administration of costs
and expenses to maintain a high
level of operating profit value.
22 novomatic
®
march 2009
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