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market
noVomatiC anD genting aDD ‘eXtra
entertainment’
The UK market for casino gaming is carefully and closely regulated, particularly in the slot machine gaming segment. One
result of this regulation is that with limited numbers of slots permitted UK casino operators are among the most selective
in the world as they search for the best gaming entertainment attractions for their guests. ‘Entertainment’ and ‘Attraction’
have given the Novomatic brand a dominant position in UK casinos and one leading casino operator, Genting UK, has
recently taken the decision to add ‘Extra Entertainment’ to its gaming floors by installing additional Super-V
+
Gaminator
machines across their estate.
G
enting UK plc is a wholly owned subsidiary of Genting UK market these multi-game machines offer Genting a tailor-made
Singapore plc, part of the Genting Group, a leading, $US solution to having the maximum number of game offerings avail-
13 Billion market cap, Malaysian multi-national company. able to customers with five separate games included in each game
mix. All-time Novomatic game favourites such as Lucky Lady’s
Genting UK, which trades as Genting Casinos, has three key Charm™, Columbus™ and Book of Ra™ feature strongly and there
brands across the provincial estate; Circus, Maxims and Mint. is a wealth of game theme diversity available to Genting Casinos’
Circus is a mass market proposition with 12 locations, Maxims is customers at each location featuring the Super-V
+
Gaminator
®

aimed at the aspirational end of the market and has 8 locations installation.
whilst Mint is targeted more towards the ‘true gamers’ and has
20 sites. Additionally Genting Casinos have several flagship pro- Astra Games’ Phil Burke noted: “We are very conscious of the
perties in London which operate under their own titles. The most trust that Genting Casinos have placed in the performance of
famous and historical of these is Crockfords, situated in Curzon Novomatic machines and games. Our relationship with Genting
Street, Mayfair. This is the worlds oldest private gaming club. Casinos goes back a long time and has developed through the
results provided by the machines and the top class after sales sup-
Working in close cooperation with the Novo Casino UK division port that we provide and which we regard as absolutely vital to
of Astra Games Limited (a UK subsidiary of Novomatic) Genting successful operations.”
Casinos have recently added significant numbers of Novomatic
Super-V
+
Gaminator
®
machines across their estate. Featuring Mark Ross, Genting UK Plc’s Director of Product Development
several games mixes created specifically for the demands of the said: “We are really delighted to be introducing the Novomatic
www.novomatic.com novomatic
®
27
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