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p62-63 magic dreams:Layout 1 26/10/2009 08:58 Page 35
MAGIC DREAMS
JI: Especially in London, we only show what we’ve
got ready and able to do. When people come to us,
we’ had customers wanting solutions to issues they
haven’t been able to solve from other manufacturers.
We’ are quick in assessing it, discussing it, giving
them costings and development times and we can
come back very quickly with that development done.
We’re not talking about minimum run requirements
of 300 machines on the production line, we’ve been
able to offer as required products very quickly at very
listen on their side as well, but it’s about using your competitive costs. So we’re much more flexible than
past experience, having a bit of common sense, some competitor manufacturers.
looking at a mix of games, different types of games
and judging very quickly if there’s one that doesn’t
take, out of six or seven, that you can change quickly.
That’s what I’ve done in previous jobs and what I’m
doing now. Touch wood, it works. The game contents
get stronger, we’ve got a bigger game library now,
better graphics on the new platform (to be launched
IGE), nine line, 15 line, 25 line and 40 line games, a
good mix so we can choose what the right content
will be for that market.
CI: Is it difficult to compete with the bigger slot
manufacturers?
JI: No, some of the things in graphics and
technology have and are developing very quickly…
there’s no doubt that they have large resources and
huge R&D budgets etc. So we have to compete on all
levels and at the end of the day it’s a terminal on the
floor. So as long as you are producing the revenues
for the casino and it’s reliable technically, then they’ll
give you a chance. Which you must take…..
CI: What’s the medium-term plan for Magic
Dreams?
JI: South America has been very good for us, we’ve
got sales office in Argentina covering that continent,
CI: Magic Dreams recently launched a new and that’s a very important growth market for us. For
cabinet – is that installed anywhere? 2010, like everybody, we have high hope and
JI: Yes, the EGO cabinet has been shipped expectation on brasilian market opening.
worldwide and is proving very popular with operators, We’ve gone into North Africa, we plan to move
throughout Western/Southern Europe and South down into Central and South Africa in the next 12
America. We launched it in London last year and it’s months. We do plan to go into the Asian market the
already out there and it’s selling and has been well third quarter of 2010, that doesn’t just obviously
received with the improvements and modifications mean Macau, it means other surrounding countries.
we’ve made on the old MDX500 cabinet. We’ve got further countries in Europe which we will
enter in 2010 as part of our long term business plan.
CI: Do you think that’s one of the benefits of We are not relying on new markets opening to
being with a smaller company – what you show at expand our sales base. There is a number of
an exhibition is what you sell, rather than testing territories out there that are attractive for us to
the water and perhaps not even launching a approach and hopefully offer a fresh alternative to
product. operators.
NOVEMBER 2009 63
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