Trade Fair News Astra Games Ltd


in1992 and has since continually broken new ground in gaming machine design, pioneering the multiplayer concept, followed by sit-down multiplayers and video multiplayer products. In addition to LBOs, Astra Games are available in a variety of arcades in the UK and throughout Europe and online via Sky and other mediums. In 2004 Astra became a subsidiary of Austrian Gaming Industries GmbH, part of the world-renowned Novomatic Group of companies, a move that provided stability along with huge research and development and financial resources that have helped Astra become the UK’s leading name in gaming entertainment. The iBet cabinet on display


at the Trade Fair stems from the Novomatic product line and the games on show were the creations of Novomatic and those of Astra’s own R&D programme. Astra’s


administrator Claire Peet explained: “Everybody knows Novomatic games from the casino market. iBet is the only cabinet that will have access to Novomatic gaming content. “We are showing two


senior sales


BRIDGEND-BASED ASTRA GAMES Limited made their debut at this year’s Bookmakers’ Trade Fair, showcasing their iBet cabinet and a wide variety of their B2 and B3 games. Astra Games was formed


Claire. “We have a couple of good, old products that keep coming back and being reinvented, such as Party Time, which customers always like to refer back to and want us to try and improve on and bring into different cabinets. We always listen to our customers and do what we can for them. “There is a large R&D


team at Astra Games.They are all dedicated, innovative and forward thinking. “The environment where we


work is fantastic – we’ve been in a purpose-built factory at Bridgend Industrial Estate for the last four years and the facility has worked phenomenally well for us. Everybody there works hard and we get a lot out of it. We produce great games; we get a lot of positive feedback from customers who are impressed with the products, the software and the games.It creates a happy and productive environment for us all to work in and makes us want to constantly strive for excellence.” Astra Games’ customer service


with Gamestec, the UK’s largest national gaming machine operator, in a strategic alliance designed to boost the ailing pub sector. The alliance saw the rollout of a fully integrated digital gaming solution across the UK pub market. “It’s been a successful alliance,”


says Claire. “We rolled out 200 machines during the summer and we have had a really great response from it. We’re now looking at new orders coming through on the back of those initial 200.” William Hill chief executive


Ralph Topping recently expressed optimism that the number of FOBTs in shops will be raised from four to six.Any such increase in the number of cabinets would, of course, be welcome news for the folks at


conglomerates and that knowledge and experience enables Astra to successfully leverage opportunities in a great number of export markets.” In 2010 Astra teamed up


Astra Games. The company believes in


important aspect is the game itself. As Astra’s own website declares: “In short, it’s all in the game.”n


For further information please contact


Sales Tel: 01656 672857


Alan Rogers - Director of


Email:ARogers@astra- games.com www.astra-games.com


progress through innovation. While the gaming industry is, by its very nature, always changing, Astra recognizes that one thing remains constant: “the desire of players to derive entertainment and enjoyment through their gaming experience.” That means that the most


Roulette games here - Grand Roulette and Globe Roulette - as well as the most well-known Astra games; the Reel King games, Magic Pots, plus a lot of the hit Novomatic games, including Sizzling Hot, Ultra Hot, Always Hot and Princess of Persia.” Recent B3 additions include


team is dedicated to providing the best after sales service in the game industry. Likewise, the company’s technical support is committed to supplying customers with top level technical assistance, including the issuing of technical service bulletins as notification of product enhancements, and providing product training either on site or at Astra’s in- house training facilities. The Spares Support team is similarly dedicated to ensure that any unavoidable machine downtime is kept to a minimum; ensuring that orders received before 3.30pm are dispatched that day. The technical, financial and


Jack and the Giant Jackpots, Rainbow King, and Rumpel Wildspins, all three having been designed to give players an enhanced gaming entertainment experience under the new £2 stake provision. While always looking for new


game concepts,Astra also takes time to revisit some of their past library of “classic” titles. “Astra has some very good


base games that have been popular for many years,” says


human resources backing of the Novomatic Group has enabled Astra to seek out new opportunities both at home and abroad. Key export markets include Spain, the Netherlands, Serbia, Romania, Hungary, the Czech Republic and Slovakia. Comments Claire: “Astra has


a strong performance around the world, which has a lot to do with our contacts and resources within Novomatic. Based in Austria, they are one of the world’s largest gaming


28 November/December 2011 BOS Magazine


Astra Games stand at the Trade Fair


Picture:Mary Pitt Please mention BOS Magazine when replying to advertisements


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