SEAsiaReview:Slotgaming SEAsiaReview:Slotgaming
Player-centric
efforts encompass applying core and development of new game themes, relationship with RGB in SE Asia is Q: S.E. Asia is seen as a single market,
technologies across all of our game concepts and cabinet designs twenty-four extremely close as, in certain cases, they but for slots there are many different
themes so that our games have the hours a day, 365-days a year. maintain, closer day-to-day contact with types of machine player, in many of the
flexibility to work in many countries and some of our customers. In these different countries. How much of the
gamingproduct
support multiple languages. Slot players Q: WMS was one of the first companies situations, RGB provides a tremendous portfolio of games do you make available
around the world are very similar, often to supply Chinese language games to the benefit to our efforts as they serve as our to the different markets?
enjoying similar gaming entertainment Macau market - what impact did this eyes and ears on the ground, listening to
experiences; and we have engineered our have on the adoption of games by both and responding to our customers’ needs Stuart Gribble, Sales Manager, South
The US view of the South East Asian slots
games and systems to cater to these operators and players, and how important so that we can ensure we put the best RobertSiemasko,VP East Asia – In much the same way we
needs regardless of the region in which is it to ensure that games are available in possible product into the marketplace. We ProductManagement, operate in many of our global regions,
gaming market has switched from one of push
they are deployed. That said, we put a lot the local language? believe the visible growth of WMS’ WMSGaming. WMS cannot and does not market the
to that of pull. G3 speaks to WMS Gaming...
of effort into researching each specific market share in Asia over the past few entire breadth of our product portfolio in
market to identify the needs and RS – WMS has long recognized the years proves not only the success of our “Sincewehavea Asia. Instead, we select products that
Q:
preferences of the local slot player. As a importance of providing our customers partnership with RGB but also the worldwidecustomer match up with the needs and wants of
The shift in focus for WMS, from a result we believe we have a solid and their players with products that are attractiveness of our games and systems baseandaglobal slot players in the SE Asian region and
US-centric company to a global creator of understanding of the preferences of the uniquely suited to their needs and the for slot players in SE Asia. developmentteam, then further tailor those products to
games, now encompasses markets such Asian slot player, and have identified a needs of the local market. To accomplish
as S.E. Asia. Many companies work with number of areas where we must modify this goal, we provide our customers with Q:
ourmarketresearch ensure that the experience they provide is
How do you select the Asian themes organizationisalsoa customized for the slot players, including
RGB, including WMS, but also keep their our games and systems to address the a standardized product that has the that you are going to develop and how globaloperationand presenting games in their language,
own presence in the region - could you specific game characteristics that are in flexibility to deliver local features and much cultural research do you conduct to weconductourplayer adjusting the game math to be market-
describe the way that WMS services the demand among these players. We are symbols that help make the experience ensure you get the mix just right? evaluationsacross specific, ensuring that the overall
S.E. Asian marketplace, both from the US very focused on leveraging our player for their players both familiar and theglobetoensure principle of the game and the game
and locally? SebastianSalat, driven innovation in our game design comfortable. At the same time, WMS RS – Our Player-Driven Innovation thatwecapturethe mechanics is understandable and
PresidentofWMS process in order to continue to deliver provides its customers with a includes extensive local market research widest-possiblerange entertaining to the local players. We offer
Sebastian Salat, President of WMS International. games and systems that enhance the standardized product that takes advantage efforts that encompass every step of the ofplayerfeedback a customized line of our Community
International – We have long been Asian gaming experience. of all our market-leading technologies and game development process. Our market andfullyunderstand Gaming™ products to slot players in Asia
focused on providing the best in customer “Ourgoalhasalways research organisation performs a wide thecultural as well as our Bonus Bank line where the
support in every market we do business. beentodeliverthe Q:
features, which we believe are important
We've seen manufacturers create to slot players regardless of market. When range of concept, prototype and beta implicationsofour thrill of anticipated wins heighten the
To accomplish this goal, we have bestpossiblegaming specific Asian design units within their we look at our experience in Macau, for testing with players in many markets gameexperiences.” player’s gaming experience.
increased our customer touch points experiencetoslot development teams - is this the process at example, we see operators in a which identifies their likes and dislikes
throughout the world to ensure that our playersand,inturn, WMS or do you follow a different path? marketplace that demanded a localized and results in detailed data that our game Q: One of the really important aspects of
own people are on the ground and in provideour designers can use to fine tune the WMS games is the sound - beyond the
direct contact with our customers. In customerswiththe RS
solution and subsequently embraced our
– At WMS we adhere to the belief games, giving us a healthy share of the products before they are put on the language changes and graphics, do you
addition, we also work alongside the best bestserviceinthe that our proven Player Driven floor in their rapidly growing facilities. casino floor. This game development create specific sound effects for S.E. Asian
local distributors, like RGB in Asia, who industry.Tothatend, Innovation™ game development process ensures that our final products deliver the games? If so - what's involved in
provide us with increased local support, a ourrelationshipwith delivers great games regardless of where Q: Could you describe the relationship highest level of player excitement and developing these sound FX?
more in-depth knowledge of the local RGBinSEAsiais the development studio happens to be between WMS and RGB - how closely profitability for our customers. Since we
business culture, the local language and extremelycloseas,in located. We have built a worldwide involved is RGB in the selection, feedback have a worldwide customer base and a RS: – WMS’ game studios operate with a
even access to certain markets that are certaincases,they footprint of nine game development and ultimate type of game offered in the global development team, our market holistic approach in an effort to deliver
difficult to address directly from a maintain,closerday- studios that are staffed with passionate market? research organization is also a global the best possible player experience. Our
profitability standpoint due to their to-daycontactwith people who bring a diverse range of operation and we conduct our player developers work with entire themes,
smaller size. Where we work with someofour ideas, experiences and products to the SS – Our goal has always been to evaluations across the globe to ensure seeking to deliver products that offer a
distributors like RGB, we work side by customers.” table and create products that work in all deliver the best possible gaming that we capture the widest-possible range consistent gaming experience that
side to understand our customers’ needs markets and for all end-users. This global experience to slot players and, in turn, of player feedback and fully understand includes audio, graphics and direct player
and to provide the same customer service creative engine truly never rests, giving provide our customers with the best the cultural implications of our game interaction. Our game development
experience that we can provide directly. WMS the ability to conduct our research service in the industry. To that end, our experiences. studios include experts in creating
Q: How does the WMS portfolio fit the
Asian gaming preference? What
adaptations/learning curves have you
gone through to understand the player
needs and create games specifically for
that requirement?
Robert Siemasko, VP Product
Management – Our game development
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