Focus G2E ASIA 2012


the game itself is one of our top performing titles around the world. It's been released with a fully integrated product pack including Phantom topper, edge lighting and leopard skin trims. The game includes a volatile maths model and jumps into a four screen game mode with stacking symbols that create excitement as players can win across all four games.”


In addition to 'physical' games on the floor, such as 5 Koi and 5 Dragons, which have proved hugely popular beyond the Macau market, Aristocrat is building very strong brands in the online space, extending its key titles to build brand loyalty and enable Aristocrat to leverage that recognition into different channels. "The recently launched Maryland Live! online casino solution is an excellent example of how Aristocrat is combining virtual play with traditional land-based gaming," described Mr. Punter. "We can offer players play-for-fun and play-for- credit options to build loyalty and cross- promotional activities between the player's offline and online experience, before migrating to cash play once legislation allows. We provide the web interface, control the IP blocking, region


WE CAN OFFER PLAY-FOR-FUN AND PLAY-FOR-


CREDIT TO BUILD LOYALTY AND CROSS-


PROMOTIONS.


specificity, accounting functions, play-for- fun and cash functionality, combined with cash for credits redemption within the casino; all as part of a GLI certified environment with the very best games Aristocrat has to offer."


The Maryland Live! online site saw 12,000 people signed up the month before the casino opened. In this way the casino can pre-market its products and services, build a player database and gain access to those players in both the offline and online space. The strength of the brands Aristocrat has created ties together the player experience on- and offline. What the player wants is access to their favourite games wherever and whenever they want and Aristocrat is providing that access online, via smartphones, iPads and through hi-tech casino cabinets and terminals. It won't be long before we see game brands take precedent on company stands at exhibitions. You won't be going to the Aristocrat stand, you'll be visiting the FA, FA, FA booth to experience the latest version of this iconic game.


AGAINST THE ODDS Drama and excitement


surrounded Shuffle Master’s unveiling of Rapid Table Games


The launch of Shuffle Master's Rapid Tables Multi-Game system at G2E Asia was the highest profile unveiling G3 has ever witnessed at a trade event. Mobbed by journalists before the start of the show and continuously throughout the event, the new system created a sensation for a multitude of reasons in Macau. “Rapid Table Games enables a player from a single Mojo terminal to connect to any Rapid Table Games ETS table,” explained Shuffle Master's John Strickland at G2E Asia. “A simple to use GUI allows players to swap between games and follow trends and action on any table. You can play multiple baccarat tables, roulette, sic bo or a combination of all three. The system can also be configured to play more than one game at the same time, placing bets across multiple tables. We think its going to be extremely popular, especially in the US and European markets, where this systems is going to take our eTables and put them back on the map.”


The new Multi-Game system is a long way from the first Rapid products introduced over a decade ago. The Mojo terminal itself uses 30 per cent less floorspace than the previous Classic, features enhanced lighting and a host of peripheral hardware options, and is more durable and tactile in every way. However, for ultimate luxury Shuffle Master showed its Signature Chair in Macau, a small footprint single player terminal with separate adjustable touchscreen paired with a massage chair. The chair looks like a business-class cabin


"The Super Top Box for our Equinox


slots range with full marquee and


overhead signage has proved


massively popular in Australian and


Asian markets. We have introduced a Pink Panther


Returns progressive link to the latest new titles for the


region and believe that our region- specific DUO FU


DUO CAI four level progressive link


jackpot is going to be a big hit for us in this


marketplace."


JOHN STRICKLAND, Shuffle Master.


seat coupled with HD touchscreen for the ultimate gaming experience. When linked to Rapid Table Games players can swap from a live game with dealer to automated and electronic games on the fly, playing multiple games all from the extreme comfort of Signature Chair. It's a very attractive proposition and one that on its own merits generated a huge amount of visitor attention in Macau. However, the fact that Shuffle Master was required to cover its system with tarpaulin sheets for extended periods of the show due to a local patent issue with LT Games, a Macau-based company with claims to multi-game patents in the local market, created unnecessary tension and the wrong sort of attention on the exhibition floor.


LT Games brought lawyers and Macau officials into the show demanding that Shuffle Master remove its Rapid Tables System, claiming infringement of its multi-game Macau patent. In a country in which shopping trips for 'branded' goods is the main recreational past-time for visitors, to encounter a patent spat of such a magnitude that LT Game's made arrest threats to exhibition staff, was as bizarre as it was reprehensible.


The attention drawn to Rapid Table Games as a result was in the extreme category of 'there's no such thing as bad publicity.' The Mojo terminals on the stand were revealed, covered and revealed more times than a toreador's espadrilles. The interest also served to highlight the Asia launch of Shuffle Masters’ iTable system, new proprietary table games, including 'Five Bet' a live craps side bet, and the continued success of the company’s slot games portfolio.


July 2012 PAGE 47


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