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ee Gregory has been with Inspired for 25 years, in a way; his career began with a gaming machine operator at the age of 17, giving him a ‘grass roots’ grounding in the business. He then

made the move into product development and eventually spent 17 years with Maygay, ultimately as Game Development Director. After their acquisition by Leisure Link, an IPO led them to become Inspired Gaming Group, meaning Lee’s continuous employment has spanned 25 years. But his passion for the business has not dimmed and he sees plenty of areas for growth ahead.

Casino International: What makes

Inspired successful, Lee? Lee Gregory: What makes Inspired different

to the other suppliers out there is our flexible approach to creating gaming products, be they casino, bingo or VLT. What I mean by ‘flexible’ is this concept we have at Inspired of Open gaming; at the core of our offering is our powerful Open SBG platform and beyond that customers - guided by us - can choose the cabinets, content and management tools that suit their requirements. It’s because our platform is Open that we can offer a choice of Inspired and third-party cabinets and content, and really inspire operators by supplying them with products that go further than the competition on every key feature.

Another factor that has made Inspired so successful at creating market-leading products



Lee Gregory’s path to Inspired started at the age of 17 and Lee, now 43, is very passionate about the company and what they offer casino customers. Inspired has recently been acquired and refinanced by leading London private equity firm Vitruvian, who manages one of the largest and most significant private equity funds in Europe. Lee spoke to Casino International about Inspired Gaming Group’s bright future and his inspiration…

is that we realised the potential of Server-Based Gaming early on and invested a lot of time and money into developing our Open SBG platform, revenue management tools and real-time analytics. This is why Inspired is known as being an innovator. We believe so strongly in our Open SBG platform that all of our products are built around it – networked terminals are undoubtedly the future.

Specifically in the casino market, one reason

we have won the respect of experienced operators such as Gala and Genting is that we have a compelling, market-leading product in our multi-win roulette offer, which is our electronic roulette product with four wheels that can be played simultaneously. It’s become a market leader wherever we’ve deployed it and it’s been a big hit in the UK casino market.

The power of our electronic roulette product combined with our analysis and revenue management tools is a very strong proposition for all casino markets. We can download new games and upgrades to the terminal at any time and pull back financial data from the terminals, which then allows us to perform highly sophisticated revenue management. This function has helped us optimise when and where to select minimum stakes, maximum bets, which we customise by terminal, time of day and venue. This unsurpassed level of control certainly gives Inspired a competitive advantage over our competitors. It’s that compelling product, downloading games and

pulling back and managing that data to see consumer habits and trends to adjust the player offering – that’s our strongest USP.

We’re the sole supplier to the Gala business in the UK, and in respect of Multi-Win Roulette we have displaced Novomatic assets. More recently, we have extended our deal with Genting and we announced a deal worth in excess of £1million, for 100-plus electronic roulette terminals. With Genting we have proven with our product performance and innovation that we have the hottest property in

The power of our electronic roulette product combined with our analysis and revenue management tools is a very strong proposition for all casino markets.

the market in respect to electronic roulette games. We’re expecting to further capitalise on that penetration later this year.

Where we’ve had to go head-to-head with our immediate competitors we’ve proven from a revenue perspective that Multi-Win Roulette is the apex predator in those territories.

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