ReviewIGT
DIRK GEERE showed an enormously varied range of new titles and concepts at the ICE show in February covering every market sector and international niche. The creation of unique multi-progressives from which operators can choose any core base game was a coup for IGT as most progressives rely on a specific set of compatible base games. IGT has widened its See Cash/Pyramid of the Sun progressive library to include every current base game, giving operators a massive library from which to choose.
FC Cash Cup is perfectly timed for next year's World Cup in Brazil, with IGT awarding customers at ICE with tickets to the Championship. Games with particular international focus, Candy Bars and Hot Roll are high volatility games for the 'serious player,' with Phantom of the Opera destined for European and African audiences having been
based on the maths model of IGT's mega-brand hit, CSI. Also for international markets, but more obviously focused at Asia, Happy Snake is built on proven maths and themed to coincide with the Chinese zodiac's Year of the Snake in 2013. Silk Seduction and Treasures of Choy are also new titles aimed at the Asian marketplace, featuring dynamic progressive and strong game maths as new additions to IGT's core portfolio. Huevo Cartoon is a title very obviously aimed at the Latin American market, while Sumatran Storm is an IGT Australia designed game alongside Miss White and Black Orchid. Splitting Hares is especially arresting too, a unique game in which the player can switch between 2D and 3D symbols, depending on preference. Finally, Dogs, a game based on the classic IGT Wolf Run is expected to perform especially strongly in 2013.
sense, ROI and TCO are the key focuses for us at an exhibition such as ICE - not machine sales.”
While the stand at ICE featured a huge range of diverse systems, interactive and online content, most of the customer focus for IGT remains squarely fixed on the traditional casino operations sector - machines and game content - and making sure that from a floor perspective IGT's customer have the latest and greatest games. “70-80 per cent of our visitors at ICE traditionally come to look at what’s the ‘latest and greatest.’ At the same time we are using this focus to open a window of opportunity for systems - seeking to establish a development road-map, explaining the features and functions that make CasinoLink such vital tool in the operators’ armoury. In this sense, TCO is even more important in the system environment."
Every casino operator is at the stage where they know they need to offer an online solution, if they're not already doing so. The conversations that IGT is having with land-based customers centres on the need to convert player recognition of IGT content on the casino floor, into channels that can reach as many people as possible.
“Most of the discussions we are having
centre on our domination of floor share in a large number of operators. Our vision is to get that content out to as many individuals as possible,” stated Mr. Gill. “Whether that’s in the social environment with Double Down, through mobile or online channels, we are seeing more and more people looking to play our content, but it boils down to the ability to deploy. You don't see many conversions of a full blown online offering, which is the real advantage of Double Down. You can very easily and in a short space of time convert IGT content and through our online casino offering, make that content available on your own site by linking to Double Down.
“We've seen a lot of interest in the short- term interested in how operators can speed to market, deploying an online solution that will link to player loyalty, player ID, cash transferred online, etc. It's the convergence story that IGT has positioning itself within, spending US$220m in R&D, strategy to provide any gaming experience across any platform; online, social and land-based,” continued Mr. Gill. “We are looking to develop a deep relationship, offering best-of-breed solutions, interfacing land-based, social and online."
As casino operators put their trust in IGT, in its systems, content and ability to provide its game library across all
"People are taking note of IGT not just in our core
business, slots, but in the investments
we have made into new channels.
Fundamentally we are a technology
provider in software and hardware and we have
established great relationships with
our customers. We have the best content and we
have the means to deliver that content to the widest
possible audience, but ultimately it is our relationship
with our customers that wee are
looking to leverage to provide them with the best possible
experience for their players."
SABBY GILL, IGT.
channels, the partnership that IGT is building with operators will pay dividends in creating technology bridges between land-based, interactive and online. When IGT moved into the social space with the purchase of Double Down, Mr. Gill admits that people who had previously dismissed IGT as a contender in that space suddenly took notice. “Operators are looking at us in a different light," stated Mr. Gill. “People are taking note of IGT not just in our core business, slots, but in the investments we have made into new channels. Fundamentally we are a technology provider in software and hardware and we have established great relationships with our customers. We have the best content and we have the means to deliver that content to the widest possible audience, but ultimately it is our relationship with our customers that we are looking to leverage to provide them with the best possible experience for their players.”
“I would say that in the last year we have seen a dramatic change from operators,” commented Mr. Gill. “We have built really strong relationships, becoming the trusted advisor when it comes to products and systems. I don;t think that the market has increased significantly since the downturn, but operators have increased their overall spending with us. They are still being prudent and looking to sweat all their assets, but that's where we have really benefited. When an operator wants to upscale a couple of their games, convert some of their content to new games, we are there help provide exactly what they need. We don't see the market expanding or increasing in terms of spend, but we are getting a lot more of the share of the spend. If you what a library of really good content, who you gonna call? It’s a journey and we're still no where near the end, but we are shifting from the transactional relationship to once of established, long-term account management and even in a downturn market, it's an approach that is really paying dividends,” said Mr. Gill.
March 2013 PAGE 53
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