Review ICE TOTALLY GAMING 2015 ARISTOCRAT ACCLAIMS ICE 2015 ‘BEST ON RECORD’
Aristocrat Technologies is reporting its most successful ICE Show to date following a record amount of interest and sales at London’s ExCeL Centre. G3 interviews EMEA MD, James Boje about the show and the next 12 months...
The global gaming supplier used the show to formally launch its new range of advanced Helix cabinets to EMEA-based operators, along with a strategically segmented range of over 60 new and unique games.
Amongst the new games displayed were innovative concepts from Aristocrat’s C-Series of core games, J-Series jackpot style games, E*Series entertainment games and a range of new linked/licensed centrepiece games making up the EMEA gaming operations portfolio. The stand line-up also featured four global premieres.
“Customers seemed to be very impressed when they saw the depth and breadth of their portfolio, their shopping lists quickly expanded to cover a wider range of Aristocrat games to suit a broader range of players, which they could now cater for on their floors,” said Donal Maguire, Sales & Marketing Director – Europe.
“The feedback on E-series was sensational, with most excited by the fact that we were able to deliver another 19 great titles enhanced with new features, game mechanics and standalone progressives, building on the already successful 16 titles released in 2014. They proved very popular due to the strong performance of their predecessors over the past 12 months,” he said.
“Our new Jackpot range was also extremely well received. Taking inspiration from the E*Series model, including eye-popping animations, strong audio effects and compelling maths models, these games have performed exceptionally well in our first release markets of Australia and the US and are mirroring the results already in Europe, especially on the Helix Super Screen Slant cabinet, with its 32-inch high definition top screen.
“Aristocrat’s core games, now presented as the enhanced C-Series, gained favour across the board, with a number of new multigame packages unveiled, as well as Wonder 4 Jackpots! - a brilliant new spin on the original multi-play marvel complete with animated jackpot wheel – and seven new families of games, each with their own unique appeal, and already proving successful in some of our traditional core markets.
7 0 How did you see the latest ICE edition?
From a personal viewpoint, it was by far one of the most polished and professional global business events I’ve attended over the last 20 years. There was very little evidence of the economic turbulence faced by this industry over recent years and a general air of optimism and ebullience was very much apparent.
JAMES BOJE, MANAGING DIRECTOR - EMEA
What were the highlights presented at ICE show? What was the public feedback?
This was the first time that many operators across the EMEA region have had the opportunity to see Aristocrat’s new range of premium hi-tech Helix cabinets, presented in upright and Super Screen slant formats on our new, advanced Gen8 Platform. This combined with a comprehensive array of over 60 new games for gaming floors in Europe and Africa across clearly-defined player segments of C-Series core games, J-Series jackpot games, E*Series entertainment games and our very strong line-up of popular licensed and linked centrepieces in our gaming operations portfolio.
The reaction from our customers was universal excitement; they arrived at our stand with a ‘must-see Aristocrat’ mind set and left with a clear understanding of our philosophy, future strategy and a shopping basket of our latest core, jackpot, entertainment and top-end licensed games.
Can you introduce your new machine/product this year? Features? What are the most popular products in your company at the moment?
With our newest hardware, software platforms and over 60 exciting new games, there’s innovation throughout the range. It’s difficult to highlight any specific area or feature and every customer will have a different need or point of interest. One notable highlight, however, is how successful the E*Series entertainment games have been since they were introduced 12-18 months ago. Last year, Europe introduced 14 games across 6 families within this sector and, due to their popularity, we are now looking at expanding this range with a further 21 games and 10 families in 2015, all progressing with new, advanced features and taking players further in their gaming adventures. The best elements of their maths, animations and audio effects have also been incorporated into our new J-Series games, which are already showing extremely positive acceptance in the US, Australia and at pilot venues across Europe. The core C-Series segment has myriad new gaming features and gaming mechanics, as well as including the release of several new multi-game packs and a Jackpot extension of the multi-play Wonder 4
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