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players demand and actively seek out, leveraging moments have brought out the character of our
innovation and continually striving to improve our employees and ultimately improved our processes. I
products, we can create an attractive value am very proud of the success we’ve had in delivering
proposition for our customers and make their excellence across our business and our continuous
purchasing decisions that much easier. In addition, improvement initiatives only help us to better focus
the current environment has allowed WMS to pursue on how to make our business better every day.
opportunities in new markets – VLT and Class II in
particular – at home and in new international CI: In business, what excites and stimulates you
jurisdictions. Our innovative cabinets are designed personally? Is there satisfaction in seeing your
to provide for direct upgrades to our newest slot machines on the floor, being enjoyed by
technology – including networked gaming as in our players?
Bluebird2 – as a way for our customers to protect
their investment for many, many years to come. We SS: While our success is certainly gratifying, as a
also deliver the Helios line of cabinets in company we are never fully satisfied with our
international markets, an attractive value option for accomplishments and we are constantly looking
many jurisdictions where the premium Bluebird2 toward the horizon and over our shoulder. That said,
does not make financial sense. we enjoy seeing our games on the casino floor
drawing consistent and extensive play levels and
CI: What regions are you looking toward for hearing that our game development efforts have
growth in future? In recent years you’ve said that delivered games that excite players and make them
all areas are areas for growth (because of what was want to keep coming back.
a relatively low profile), but now you’re more
established internationally, are you looking to CI: How big a part will licensed product play in
particular areas? WMS’s future? They’ve been a big part of your
recent success with the excellent Bruce Lee, Top
SS: We see a number of great international Gun, Wizard of Oz and more, and of course the
opportunities ahead of us and we expect to outstanding Monopoly group of games. Is this a
more aggressively target new markets big part of the future, or will you
as the regulatory environment try to develop more unique
evolves and new customers titles?
emerge. We intend to expand
in areas where we have SS: WMS has a history of
established a track record of licensing brands that
success while tapping into resonate with players and
new and exciting connecting titles with great
jurisdictions where we have game design. We believe
either not participated or targeted licensing of brands
where a new market has and characters helps
opened. In particular, the improve player awareness
Mexican and Australian and gives players a
markets are attractive for comfortable and familiar
WMS and we are working theme and we expect
to establish a presence licensing to continue to
there. In addition, we are play a role going forward.
very favorably positioned Our design and game play
to benefit from the growth features complement
potential of Asian markets these terrific brands to
such as Macau and truly set us apart in the
Singapore. industry.
CI: WMS International’s rise has come under CI: You [WMS] practically created the
your guidance – do you feel particular personal community gaming sector with Monopoly; it’s
pride in this? What gives you the most satisfaction brought a new dimension to the gaming floor and
from your years in the ‘hot seat’? been a huge success. What’s the next step for
community gaming with WMS?
SS: I think WMS’ international success mirrors the
success the company has had in the US and is a sign SS: We think our current Community Gaming
that our development process is delivering products products, including the first iterations of Monopoly,
that resonate with players and deliver higher returns are only scratching the surface of what our
for our customers. As we have grown our intellectual property will allow us to do. By
international operations we have had our challenges combining Community Gaming with our additional
along the way but I believe these challenging foundational technologies, we are creating
NOVEMBER 2009 25
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