Exhibition G2E LAS VEGAS 2013
BRINGING DOWN GAMING’S BOUNDARIES
GTECH is the umbrella brand across all elements of the lottery, systems, slots, VLT, AWP and interactive company
The international gaming industry has changed beyond recognition in the last decade, evolving to embrace not just land-based gaming in all its multitude of flavours, but also absorbing into its complexity the whole gamut of online, interac- tive, and social gaming. During this period of flux, no other gaming company has matched step-by- step with this evolution as seamlessly as the company that today calls itself GTECH.
Interviewing GTECH's Walter Bugno, President and CEO of GTECH International, at G2E Las Vegas, it's clear that the latest rebranding of the company is much more than a superficial logo- change, but rather a transformation of the com- pany into an entity best-suited to cater to the converging needs of its customers.
"This has been an interesting rebrand for a vari- ety of reasons," begins Mr. Bugno. "By bringing GTECH, Lottomatica, SPIELO International, and G2 together we are able to meet the needs of cus- tomers currently crossing their own boundaries. Whether the delivery platform is a mobile phone, a gaming machine, tablet or desktop PC, the most important element that links everything together is content. And that's not just in the gaming space, but in lotteries too, where land-based and interactive is undergoing the same convergence.
4 8
Walter Bugno, President and CEO, GTECH International
the overarching brand, beneath which the sectors are split by geography.
We don't have an interactive division, or a systems division. We have a gaming organisation that provides all these products, organised at the global level. Past divisions no longer exist. We are making sure that people recognise the clear responsibilities while understanding the lack of division.”
“In this environment the resourcing of disparate development projects; creating mobile solutions for Italy via Lottomatica, via GTECH for Lottery markets, via G2 for interactive customers, and separately for casino customers in another space, just doesn't make sense. Common platforms and the creation of solutions that work across all sec- tors is the future of this business."
GTECH has, in essence, performed a 90 degree turn. Having previously been divided upon sector lines, with Italy, lotteries, and gaming forming the three branching divisions within the Lottomatica Group, it's GTECH that now forms
"Geography has become the vertical and product the horizontal," explains Mr. Bugno. "Today, GTECH is divided into three geographies: Americas, International, and Italy. Within each of these divisions our customers can discuss any part of our product portfolio. We no longer have divisions within these geographies in relation to casino gaming, VLTs, street games, or interactive games. Our aim is to have one common platform that serves all these sectors, spreading content across every sector in the most efficient manner."
Earlier in the year, Lottomatica, the parent com- pany, recognised that while in Italy the company was well known, it was GTECH that has the more significant international brand recognition. To be viewed as a global business, rather than as an Italian domestic one, the company rebranded as GTECH utilising the SPIELO brand for its gam- ing products.
"Our customers are no longer conflicted as to who they should talk to regarding different gam- ing solutions," explains Mr. Bugno. "GTECH takes us all the way to the one-stop-shop solution that we've talked about for so long. Customers have one point of contact that deals with all their gam- ing needs and prioritises their complete projects."
It's a dramatic shift. GTECH has not just changed the branding but the way the company does
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76