Focus G2E ASIA 2012 Aristocrat continues its
dominance in Asian markets with truly localised products
According to Chinese mythology, the Dragon’s Gate is located at the top of a waterfall cascading from a legendary mountain. Any carp capable of swimming against the current and leaping the Dragon's Gate is instantly transformed into a dragon. The image of a carp jumping over Dragon’s Gate is an old and enduring Chinese cultural symbol for courage, perseverance, and accomplishment. The addition of a Dragon's Gate at the entrance of the Aristocrat stand at G2E Asia, an exhibit festooned with imagery in this Chinese year of the dragon, shows a deep understanding of the importance of luck and symbolism within the company's core Asian markets. There's nothing superficial about Aristocrat's use of characters, symbols and iconography, which helps to explain the reason why Aristocrat remains the big fish in the Asian slots market.
WE HAVE ALIGNED OUR
PRODUCTS WITH THE CULTURAL
EVENTS TAKING PLACE IN OUR MARKETS.
"We have aligned our products with the cultural events taking place in our markets," described David Punter, Aristocrat's General Manager of Asia Pacific. "In celebrating the year of the dragon we have launched Dragon Superior, an Xtreme Mystery with up to three levels of jackpots. Dragon Superior is the story of an ancient city with a fortune in treasure hidden within its walls. Dragon Superior turns from a stone dragon to a Golden Dragon as the sun passes over him and begins to search the ruins for fortune symbols, triggering the jackpots as he goes."
All the games on the stand at G2E Asia were dual language, already meeting the requirements in Macau that change in October, demanding that all messaging in every aspect of the game is available in Chinese. Mr. Punter demonstrated the seamless switching between languages on the new ViridianWS dedicated game for the region 'Heaven & Earth,' with its Yang & Yin bonus, which heavily featured dragon and tiger symbols, strong maths, 10 free games on the 40 line game. Aristocrat has also built upon the
July 2012 PAGE 46
MOUNTAIN SWIMMING
incredible success of the FA, FA, FA Hyperlink, which is now available in widescreen with enhanced hi-res graphics in the guise of 'Dragons on the Lake,' which is part of Aristocrat's new generation Hyperlink 2.0. "Dragons on the Lake maintains the jackpot and base game flexibility of a Hyperlink, whilst building on the successful model with a new jackpot feature and symbol trigger mechanism as opposed to the traditional mystery jackpot trigger," explained Mr. Punter. "Dragons on the Lake allows players to choose their own level of volatility. At the end of the jackpot feature a player is offered the chance to
"Dragons on the
Lake maintains the jackpot and base
game flexibility of a Hyperlink, whilst building on the successful model with a new jackpot
feature and symbol triggers
mechanism versus the traditional
mystery jackpot trigger.”
DAVID PUNTER, Aristocrat.
buy an extra free game, with the choice to progress to the next level prize at the risk of their current jackpot. It adds real tension and excitement to the traditional jackpot."
New to the Asian market is The Phantom, a themed game based on the comic-book hero, which adds a differentiated theme to casino floors. A popular character in the Australian market, The Phantom was also picked up by customers from across Asia, much to the delight of Mr. Punter. “It’s expected to be released early in the second half of 2012 and will hopefully be a popular theme for Asian markets and
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