SEAsiaReview:Slotgaming
APuntonAsia-
seizing the opportunity to educate Asian standalone or link and it’s this type of
players of slot and multi–terminal gaming understanding of market and cultural
devices,” described Mr. Punter. requirements that has assisted in many
FuturePositive
successful games occupying casino and
“More recently we have reduced venue floors in the region.
complexity, taken multiple platforms/
bases to differing markets and combined In addition to region specific titles such as
development for Malaysia, Philippines, FA FA FA, a link that has further driven
AristocratTechnologies continues to expand its
Vietnam, Cambodia and Singapore sales in the past 18 months, proven
market leading share of the South East Asian
casinos, so that the products developed performers such as Aristocrat’s Hyperlink
for these bases are available in each of Cash Express, a product familiar to
gaming sector and sees positive future growth
the countries in this region.” operators around the world, has been
enthusiastically received in the region.
The South East Asian market sits on the CAPTURINGTHEMARKET
doorstep of Australian gaming The philosophy behind Aristocrat’s “What’s exciting right now is that we will
manufacturer and systems supplier, phenomenal marketshare in South East also start to bring new, more player
Aristocrat Technologies. It’s no surprise, Asia is impressive, but it’s the execution focused, interactive and innovative
therefore, that the company has been that has really paid dividends in the themes to the market that will occupy the
involved in the Asian gaming market for region. Aristocrat laid a great deal of entertainment-centric player base, which
many years, from the early uptake of slots ground work with the delivery of high will evolve as each market in the region
in Singapore clubs and the Philippines, to performing gaming products from the matures. The first of these being Bank
more recently the Macau gaming boom DavidPunter, Australian market and the adoption of Buster and later in 2010, the Jaws themed
and the soon to be up and running MarketingDirector these titles into the casinos of Asia. link product will be introduced to the
Singapore integrated resorts. AsiaPacific, region,” stated Mr. Punter.
Aristocrat “What’s fundamentally been key is the
Aristocrat’s products dominate this Technologies. evolution of our relationship with our WHERETONEXT?
gaming space with a 40 per cent market Asian partners, in which we have worked The outlook remains positive for the
share of approximately 36,000 EGMs “What’s with them to seek unique insights into region with new markets looking to open,
currently installed in the region, while the fundamentallybeen player and operator needs, applying these existing markets expanding and the offer
market as a whole has witnessed overall keyistheevolutionof to games design through our Design and of new and innovative gaming concepts
growth of almost 60 per cent in the last ourrelationshipwith Development team,” commented Mr. for the gaming enthusiast. At the same
three years. Current estimates put the ourAsianpartners,in Punter. “Dedicated sales people in each time, Singapore will expose gaming to a
combined number of EGMs and MTGMs whichwehaveworked region and committed engagement from more diverse range of people in Asia,
in the South East Asia region at around withthemtoseek marketing to further understand the needs given Singapore’s profile and access to
41,000 units, proof of just how successful uniqueinsightsinto of the market, have also proved to drive the international traveller.
Aristocrat has been in this market. playerandoperator the right products into the right markets.”
needs,applyingthese Aristocrat has renewed its focus on
David Punter, Marketing Director Asia togamesdesign POSITIVEFUTURE ensuring content is ‘King’ and is
Pacific at Aristocrat Technologies, explains throughourDesign Aristocrat is very clear about its goals and developing games and products that suit
the processes behind the company’s andDevelopment focus for the future of the company in the players in the Asia region as well as
achievements: “A couple of key things team.” region. Ensuring a dedicated focus on looking forward to driving technology and
that have driven the success and uptake creating games and products that players content in the form of trialling Server
of slots, and specifically Aristocrat slots in and operators find engaging and exciting Based Gaming technology in the Asian
the region can be attributed to a few isn’t exactly rock science, but it certainly region. “The market is still at its infancy
factors,” stated Mr. Punter. works. “Some of the simple ideas are stage and all the answers aren’t known as
often the best,” stated Mr. Punter. “We to where gaming in Asia will go and
“Sheer population plays a major factor. In Aristocratandthe took the popular game, 50 Lions, and whether many more ‘Macau’s will pop up
Asia, 2008 estimates state that almost 3.8 gameandproduct using the same maths package overlaid and provide gaming, entertainment and
billion people are amassed across a region namesare strong Asian art and concepts (utilising convention style casinos to the billions of
(over half the total world population) trademarksor dragon-theming) to re -badge the game 50 people in the Asia region,” outlined Mr.
with limited access to legalised gaming registered Dragons.” The game has become one of Punter. “But what is certain is that
facilities. In addition, the region’s trademarksof Aristocrat’s most successful games as a exciting times lie ahead.”
propensity to drive technology has eased Aristocrat
the adaptation of video gaming into South TechnologiesAustralia
East Asia with major video manufacturers PtyLtd.
SEASIA:VITALSTATISTICS
Global population: 6,676,120,288
Asia population: 3,776,181,949
Asia current slots: 39.380
Internet Usage: 578,538,257
1
Octavian creates and supplies the games and other
OctaGames
integrated on-screen content that provide a more
exciting and satisfying customer experience
OctaGames
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