Update ITALY VLT MARKET
more new players than ever before entering their halls. Those starting to operate VLTs for the first time had feared a cannibalising effect on the Comma 6a trade, but the machines are attracting very separate audiences with players clearly identifying themselves as either Comma 6a or 6b players, with only a small number of players that regularly play both. Operators state that they're seeing players who would normally have travelled to Slovenia, Switzerland or France for their slot play, are staying local to play in what they're describing as 'adapted' locations - gaming halls that suit the aspirations of the players with
modern attractive surroundings. This defining characteristic of the VLT player ties back into the drive by concessionaires to find the right locations for their VLT halls. Simply converting former Comma 6a locations to VLT specific environments fail to meet the needs of the new audience. Potential and new players need to feel that this new product fits not only their desire for high stake/prize play and diverse gameplay, but that it meets their expectations in an environment in which they can spend time and money. So new is the concept of VLTs in Italy that there has yet to be any real awareness of the product from the different lobby
So new is the concept of VLTs in
Italy that there has yet to be any real awareness of the product from the different lobby
groups and anti- gaming protesters
or press. The wider Italian public
remains largely oblivious to the
progress of VLTs in the country.
award-winning Innovation
groups and anti-gaming protesters or press. The wider Italian public remains largely oblivious to the progress of VLTs in the country, though this is very different from the current 380,000 Comma 6a machines. Right now, with around 12-15,000 machines in the marketplace, VLTs have had a very low-key introduction by new machine standards. It also looks as though this will continue in 2011 as predictions estimate that of the 56,000 VLT allocation, of which roughly a third has currently been sited, by the end of the year even the most optimistic view is that we'll see 30,000 machines by 2012.
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