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CASINO TECHNOLOGY


Casino Technology pairs with Penthouse


Ever-evolving Bulgarian slot manufacturer Casino Technology has acquired a dynamic new license in Penthouse; Sharon Harris finds out more about this exciting synergy


T


he alliance makes perfect sense. For decades, gaming has functioned as adult entertainment, as has the “Penthouse” and “Penthouse Club” brand and lifestyle. Both categories have steadily expanded to


become more mainstream globally. Last year, the two industries blended their resources and product lines to produce exciting new slot machines.


Casino Technology (CT), Bulgaria’s leading slot


manufacturer, currently has product installations in more than 50 countries. The company’s new game theme will now use the legendary images and suggestive photos of beautiful young women to launch its new Penthouse Slots series of gaming machines. This lineup will include video slot games, branded slot machines and jackpot systems. A proposed multigame will be available in the PlayMe multiplayer system. The series will ultimately offer a complete product portfolio. Established in 1999, Casino Technology has


selected the Penthouse brand as its first line of licensed products for development. The choice aims to enhance the company’s collection of gaming products through a mutually successful relationship. Penthouse is a “lifestyle brand” of General Media


Communications (GMC). The subsidiary of FriendFinder Networks, Inc. of Boca Raton, Florida is a prominent participant in the Internet-based social networking industry, and is positioned as a social networking lifestyle websites leader. Casino Technology Vice President Rossi McKee


says, “Penthouse provides a great opportunity for a technology company like ours to develop a different product with a unique concept, innovative math and sex appeal. The Penthouse Slots are the first licensed games that CT has developed.” Going in this specific direction resulted from a deep analysis of the potential marketplace. Their general concept did not immediately call for licensed title games since they have not been popular in Europe and its native markets. Casino Technology hopes to change that scenario in the future.


38 FEBRUARY 2012 Two years ago, when Casino Technology decided to


actively approach the U.S. market for the first time, it decided to explore all potential opportunities through the development of games under a popular brand. The company’s management had discussed various options that included licensing musical, movie and show brands. They believed that all those choices seemed way too exploited by the other gaming vendors, deciding to seek a different avenue. McKee says, “Our game scripts were typically based


on classic and popular themes, so we went through a search process. Exploring the options, we decided to search for a partner that could provide a recognized brand throughout the world. The brand would have to simultaneously bring


excitement and entertainment, while also offering longevity and room for future creativity. Penthouse appeared to perfectly fit this description. We are very proud that after the long research and negotiation, GMC chose us as their partner in the gaming industry, aiming to work together to further promote the Penthouse brand through our games.” The actual introductions for the partnership


resulted from a mutual connection with veteran executive advisor Roy Student. As Founder/President of Applied Management Strategies, Inc. of Las Vegas, Student has consulted for Casino Technology, and has also maintained a long friendship with FriendFinder Director of Global Club Licensing Jeff Stoller. All parties approve of the alliance. According to


McKee,” It took almost a year to clarify all details in the relationship between GMC and CT. The lengthy process was worth the time and work involved. Going through this process challenged both companies, but it also helped to promote a better understanding of the objectives on both sides. We enjoyed working with Jeff Stoller in order to


develop the concepts for potential cross-marketing opportunities with Penthouse Clubs. We believe that this relationship will work successfully in all gaming aspects and will prove beneficial to all parties.” Student agrees, stating, “Putting the two companies together was a real coup for Casino Technology. The


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