Review ARUZE GAMING
BACK WITH A VENGEANCE
Aruze Gaming was back at the ICE Totally
Gaming exhibition for the first time in five years with a renewed focus on the European market
Aruze Gaming was back at ICE for the first time in five years with a renewed focus on Europe and the aim of only bringing product to market if it was capable of blowing the market away.
The company has invested heavily in R&D over the last few years to develop slot innovations unique to the market such as its flashing, spinning and dancing Radiant Reels and the Reel Feel technology behind its Paradise Fishing game performing so well stateside.
Albert Yu, Operations and Sales Manager for Aruze said: “Our sales directive in Europe is very much focussed on France, Portugal, Germany and some of the Eastern European countries that we sold to before Aruze sold Universal and Sigma. Because of those prior relationships we have a very extensive knowledge of the players in those markets already. Our aim is to bring something different to the market, something niche that isn’t yet available, something fun that players haven’t seen yet in Europe. For example, our multiplayer G-Station game, Lucky Big Wheel, does excellently in Macau and America but isn’t really seen in Europe yet. It brings a new look to the Big-6 casino game in a multi-station platform where the players spin the wheel to reveal the winning outcome. Then there’s the Innovator stepper line with its radiant Reels, Rich Life with its competitive edge and Aladdin & The Lamp with new levels of interaction.”
As a revolutionary spin on stepper technology, Radiant Reels is displayed with pride on Aruze’s Innovator Stepper line. Designed with large reels dynamically illuminated by multi-
March 2013 PAGE 68
“Our aim is to bring something different to the market,
something niche that isn’t yet available,
something fun that players haven’t
seen yet in Europe. For example, our multiplayer G-
Station game, Lucky Big Wheel, does excellently in Macau and
America but isn’t really seen in Europe yet.” ALBERT YU,
Operations and
Sales Manager for Aruze Gaming. “
EUROPE IS VERY MUCH FOCUSSED ON FRANCE, PORTUGAL,
“OUR SALES DIRECTIVE IN
GERMANY AND EASTERN
COUNTRIES.” EUROPEAN
coloured LED lights and variable spin speeds that build anticipation for winning combinations, Innovator games capture the player's attention and provide an engaging and energetic stepper experience. Among the new Innovator titles on display are the spectacularly packaged Cherry Chance series along with Gold and Crystal, which are extremely popular in Macau and America.
In Rich Life, Aruze was giving players the chance to not only sit next to each other but play against each other with a head- to-head competition called the Versus Event. A large game board is displayed on
a 60-inch LCD monitor where players can follow each other’s progress as they move through the game. Rich Life allows players to select their own character to play with 70 per cent of the game taking place overhead.
Alibaba sits proudly in the Innovator Premium category where the innovation focuses on touch and interaction and builds on the game mechanics developed with Reel Feel. The game features top box technology known as Random Visual Layer, which uses physical devices to block part of the screen, in this instance the ‘open sesame’ cave shudders open and closed, vibrating as it reveals either treasure or some of the 40 thieves.
The Aladdin game features a 3D sculpted lamp in the top box. The player rubs the lamp to release several genies into the top screen. The genie flies down to the reels in the bottom box, making them spin into life, triggering the reel feature of the Innovative stepper making them dance one then the other at high speed to a back drop of flashing LED lights. The 240 full-colour LED lights and feature different illuminations and motions for various game play scenarios.
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