Another successful WMS venture is networked gaming portals, which will launch in Europe, South Africa and Latin America this year and I anticipate that the reception will be huge. Examples of networked games include the ULTRA HIT PROGRESSIVE™ (UHP) games such as the JACKPOT EXPLOSION™ theme. In this theme, lava fills a volcano on the top screen while lava rises around the reels on the primary screen as coin-in builds. Excitement intensifies at the bank level until the volcano dramatically erupts, awarding one lucky player one of four progressive awards. The second theme in the UHP portal family is the PIGGY BANKIN™ theme. This theme features coins piling into a piggy bank that grows larger and larger, shaking, swelling, and cracking, until it ultimately reaches critical mass and explodes, awarding one lucky player one of four progressive awards.
Why do people gamble?
People play slot machines because of the classic feeling of victory when they hit the jackpot. It’s a celebration, especially with slot machines because of the graphics, the coins, the sounds and sometimes the crowd that gathers around the winning machine.
Ever play your competitors machines or games? If so what have you learned?
Yes. I was a designer and an engineer, so I appreciate the efforts that all game designers make and put into their products. I notice the math, the graphics and what makes it attractive when playing.
And likewise, what have you learned from talking to players in casinos around Europe?
One thing that’s clear is that players’ likings are different everywhere. Players in Latin America, Western Europe, Eastern Europe and South Africa all like different math, graphics and symbols. What’s considered positive in one culture is offensive or negative in another. By talking to players about their preferences helps WMS to develop products locally. As I said before, being global means being local everywhere. We have to learn and respect differences.
What steps do you take to avoid stepping on cultural toes or offending locals when selling gaming systems in so many different countries and cultures?
It’s so important to know cultural differences and what works. For instance, “7” is a lucky number in the West, but in China, “8” is lucky and “4” is considered unlucky. In order to avoid offending anyone you must understand the positives and negatives everywhere you do business. Not all products translate the same way and may need to be tweaked to fit the cultural norms. Even doing a business deal varies from region to region. In Latin America, we do business over dinner. In North America, business is more likely to be done on a golf course. Knowing the business styles and presenting yourself respectfully makes you a local everywhere.
Anything doing with Internet Gaming in Europe?
Late last year we launched Jackpot Party® Online Casino in the United Kingdom and we’ve been very happy with our success. In fact, no new casino entrant has successfully entered this mature market in years—this speaks volume to the quality of our product and operational services. We believe this model offers new opportunities for land-based casinos to connect with their players with casual games.
What do you look for when you walk into a casino?
Atmosphere. Does it seem exciting? Do I want to stay there? Is the service good? If the space looks impressive, I’m more likely to sit down at a slot machine or play at a table. Every player wants to be surrounded by things that make them feel important and entertained.
What is the single most important item you keep in your briefcase when on a business trip outside of Spain?
Aside from my Blackberry and credit card, the most important item I carry with me everywhere is passion. If I don’t have passion for what I do on a given day, I will pack up and go home. Because I have the privilege of being global, without passion, I don’t think anyone could do this job. Nor should they!
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