Insight SPIELO INTERNATIONAL
there can Be only one
The development of a one-stop gaming hub for AWPs, VLTs, casino slots & systems, plus online and mobile gaming platforms, is being created by Lottomatica’s Gaming Division, SPIELO International
The evolution of SPIELO International continued at the G2E show in Las Vegas as the company launched its new brand name for what was formerly known as ATRONIC and SPIELO, with a further announcement that it is, in future, to combine the third element of Lottomatica Group's gaming enterprise, GTECH G2, with SPIELO International.
Having looked at its business in terms of wholly separate segments in the past, the acceleration of gaming convergence in global markets has brought about a fundamental change to Lottomatica's gaming divisions. Speaking to SPIELO International President and CEO, Walter Bugno, at G2E, he explained that GTECH G2 is to be united with SPIELO International in a move that combines the gaming segments and offers a host of synergies to gaming operators across all sectors.
"The integration with GTECH G2 offers a complete solution for all our customers," explained Mr. Bugno of the new development. "GTECH G2 is a very well developed interactive business, whose combination with SPIELO International offers the next step ahead for the company and our customers." The business is bringing its gaming structures under one CEO, Mr. Bugno, with the former CEO of GTECH G2, Paolo Personeni, taking a strategic corporate role within Lottomatica as the company organises itself into three distinct business structures: Italian operations, global lottery and complete gaming business.
Recent events have brought about catalytic change regarding games development within SPIELO International, with extraordinary levels of research and development having been invested in both platforms and game design. "We have plans to be extremely busy through 2012 to 2013," stated Mr Bugno. "We are fundamentally changing the conversation
December 2011 Page 32
we have with customers. We understand there are customers who are purely interactive based, who aren't interested in our platform hardware; while there are also those completely uninterested in the interactive space right now. Our aim is to stay focused on delivering the best solution for each of them, while making sure we deliver the right product for customers now demanding multiple solutions. We have the flexibility to offer a seamless experience across all the different distribution channels, and as regulation frees up the online space, we can extend our customers' current offer to enable their players to play with them in both online and offline spaces."
Mr. Bugno said the combining of SPIELO International and GTECH G2 into a single entity requires careful planning, but for the customer, the end result is one of simplicity and consistency. The combination of Lottomatica's gaming divisions is clear recognition of the integration and convergence taking place in the wider gaming market. "You can see the shift in thinking in a casino market such as the US, which just two years ago was totally at odds with online gaming," outlines Mr. Bugno. "Today, everyone in the American gaming industry is an advocate. The trend has shifted in a different direction, and it's important for us to leverage optimum solutions for our customers by bringing all the elements of our business together. In doing so, we can concentrate our efforts and focus on content development, which is what really drives this industry."
The unification of SPIELO International and GTECH G2 further brings the company together from a global perspective, with commercial development teams ringing the globe. Product integration across all channels in all markets means that the company can capitalise on the depth and diversity of its product offer, leveraging success in the
Walter Bugno, CEO SPIELO International.
"We are
fundamentally changing the
conversation we have with
customers. We understand there
are customers who are purely
interactive based, who aren't
interested in our
platform hardware; while there are also those completely
uninterested in the interactive space. Our aim is to stay focused on
delivering the best solution for each of
them, while making sure we deliver the right product for customers now demanding
multiple solutions.”
two years aGo
the market was at odds with
online GaminG.
today, everyone in america is an advocate.
street sector in one market, for example, into another. "Our strategy is to think holistically about market growth," explained Mr. Bugno. "We need to be special to compete in the North American commercial market. In the past, we have brought out one or two hits, but then expected to sell the album. We want operators to buy into our hits as we offer a library of titles that are part of something we have never offered US operators: a pipeline of great products. We recognise that the North America land- based market is a mature market for us, but where we see immediate opportunities is in interactive gaming. In this sector we can offer a product faster and quicker than our competitors. We have the solution. It's not going to take us three years before we're at a stage to be competitive - our offer is ready to go."
The sell into customers of this modular or complete offer is something of a moveable feast. It's whatever the operator needs for their market at the highest level of quality
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