Insight LATIN AMERICA FOCUS
supplies in South America. At the show in Vegas, Novomatic announced the appointment of a new CEO for AGI Colombia, which was formed in September 2011. A mix of international AGI products alongside market specific content and systems from Octavian has proved a particularly successful combination. Novomatic’s focused multi- game strategy is also proving a winning formula with South American operators. “Our multi-game strategy works very successfully in South America whereby operators can select from up to 28 games per machine, adopting exactly the right mix for their location, giving players the optimum selection of games from a single machine,” explained Mr. Lindenberg.
In Vegas, Novomatic showed its latest selection of Ultimate 10 multi-game mixes. This growing range of multi-game mixes is based on the Coolfire I+ gaming platform and is available in the Gaminator cabinet. The Coolfire I+ platform combines the benefits of Coolfire II with the cost effective price structure of the former Coolfire I platform: offering new technology within an attractive cost structure for maximum value. The perfect combination for S. American operators.
indiGenous GaminG Growth
Novomatic’s spectacular success in Latin America defines its presentation at the G2E exhibition in Las Vegas
Novomatic makes no bones about the fact that while its appearance at G2E in Las Vegas might be ‘North American’ by location, its focus is clearly fixed on the continent to the South. The Austrian gaming giant has made spectacular progress in Latin America, a clear indicator of which is the proportion of spoken language on the stand at G2E. For an Austrian company exhibiting in the US, the only voices heard were Spanish!
While Novomatic’s development of the US market has not materially changed in the last 12 months, with representation in mainland America conducted by distributor RealGames Inc., discussions at the show focused on Latin American markets, in particular Mexico, which has seen dramatic changes recently, following government enforcement actions at certain casinos in the country.
“Long-term, we believe that Mexico will benefit from stricter regulation that protect player and operator alike,” stated Novomatic’s David Orrick. “The market needs stricter regulation to gain control of
lonG-term, we Believe that mexico will
Benefit from stricter
reGulation and protection.
the sector, a move that Novomatic fully supports. If things are put right in Mexico, we could see the marketplace tripling in size from its present size of 32,000 machines to estimates that it could easily support 100,000+ devices.”
Argentina, Colombia, Peru, Mexico, Chile etc., are all important markets for Novomatic in which its machines are performing extremely well. “Our growth rates are 'satisfying,'” downplayed Novomatic’s Max Lindenberg at the G2E exhibition. Novomatic has emphasised the need to have local skill and representation in each of the countries it
“Our multi-game
strategy works very successfully in South America
whereby operators can select from up to 28 games per machine, adopting
exactly the right mix for their location, giving players the
optimum selection of games from a single machine.”
Max Lindenberg, Marketing & Business
Development, Novomatic.
AGI's NOVOSTAR SL2 slant top also featured heavily at G2E. Instantly recognisable and with key features such as its unique Flip Screen, which allows the player to switch the action from upper to lower screen with one button push - even in mid game - and secondary, footrest mounted start button; the NOVOSTAR SL2 is a formidable slant top cabinet. Super-V+ Gaminator and Novo Super-Vision cabinets; equipped with AGI's multi-game solutions across the cabinet range, also featured heavily at G2E. The company showed a range of all new Coolfire II game releases implemented in the latest Super-V+ Gaminator multi-game mixes.
AGI has additionally expanded its offer with the new REEL TOURNAMENT, which offers guests live tournament play in real time on an unlimited number of linked Super-V+ Gaminator machines. The system’s tournament controller makes it possible for the operator to choose from a variety of games and to offer different win modes, tournament settings and valuable promotional extras. From subsidiary company Octavian, Novomatic showed the mystery progressive jackpot theme Wild Nights, based upon a party tour through Europe's most romantic cities. Community Gaming was also covered with a vibrant new attraction for international casinos entitled, Bank Buster, which challenges guests to ‘Team Up and Win’ in a safe- cracking Community Jackpot.
December 2011 Page 39
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