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Magic Dreams
They’re forging a strong reputation in a very competitive field; Casino
International speaks to James Illingworth, Magic Dreams’ Director of
International Sales to find out what makes the company tick…
here’s some great slot product on the you’ve got into a territory and change your sales
market right now, but Milan-based Magic technique? Or do you have tailor made products
Dreams are working hard to build a for different territories?
reputation in a staggeringly competitive JI: Not necessarily, it all depends. Sometimes we
market. James Illingworth took the time to can have a different version of a game; Return of the
explain to CI where they’re going, and why… Phoenix, for example, might have a low volatility game
version and a high volatility game, so depending if it’s
a tourist market or a strong gamblers market will
Casino International: What’s the main territory depend on the version we put in there. But to be
for Magic Dreams, what’s your ‘home’ market? honest, you can still be surprised at which games will
James Illingworth: Magic Dreams, historically, is work in which territories and games that you don’t
AWP based, domestically in the Italian market. The think will work will work and games which should
company wanted to expand internationally to the work, having success in similar markets, don’t work,
casino sector, both domestically and internationally. this applies for all suppliers. So although a lot of
We’re in all of Italian casinos now, and choosing people will tell you differently, until you actually put
carefully international territories that we can expand the game on the floor, a lot of the time you don’t
into with the right product at the right time. know. The ideal situation for a first new market is a
mix of games, different lines, different volatility,
CI: So Italy is still an important market for different feel, different bonuses, so you can judge
Magic Dreams? what the players like for your machines, especially if
JI: Yes, it being the domestic market for the it’s a new brand. And the ideal situation is to have
company, it’s a key market for us in terms of working back-up games where you can swap and change if
locally on the AWP and now, thanks to the new required, it’s no good just having two or three games.
legislation, the VLT sector is proven to be a new The game library has got to have enough games
growth market for the Company. suitable for that market.
All the new products that we launch, We have games that
normally the first launch pad succeed in South America
is within Italy and we’re and are successful in
able to test, to judge, Europe as well but a lot of
perform and monitor the time you’ve just got to
domestically before pick what you think will
we spread out work, along with the
internationally. But operator – if he sees
that timeline has something he likes, and
got quicker and monitor it very quickly so
quicker as we’ve that you can change
grown bigger anything that doesn’t.
internationally very
quickly. CI: You’ve got to trust
the operator to know
CI: With and to be able to read
international their customers, haven’t
expansion, as a you?
company do you JI: Yes, but a lot of the
find the right time it’s us that suggest
game for a territory to the operator what they
or do you take the games that should be taking. We do
62 NOVEMBER 2009
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