Interactive IGT - GLOBAL GAMING VIEWPOINT
Creating market attuned products - with the benefit of global scope
The design of the IGT booth at this year’s ICE show made the stand, which was the exact same footprint as 2017, look three times bigger. The effect was created by moving the substantial IGT bar to the first floor, decluttering the stand and emphasising the products on display
Walter Bugno, CEO, International, IGT
It was a simple change that had a dramatic impact on the booth, and was a change indicative of the sure-footedness exhibited by IGT of late, as the company has moved from the reactionary phase of its merger and acquisition, to the customer-facing, local markets embracing and new technology engaging company that everyone expects from IGT.
If you’re offering a closed solution in the current environment then you’re risking your business. You must instead provide options from which customers choose the standout, best-in-class products, because everything is now modular. Nothing is the same flavour and colour.
P68 NEWSWIRE / INTERACTIVE / MARKET DATA
Speaking to CEO, International, Walter Bugno at ICE, it is clear that the company has been assessing the evolving gaming marketplace and the role and position of IGT within it. His thoughtful analysis of the state of gaming at this moment in time is as revelatory as it is exciting.
“Regulations continue to shape our industry, but it is the digital crossover of operators and suppliers that is having the most significant impact on the gaming sector right now,” states Mr. Bugno. “While we have grown accustomed to defining customers as either land-based or online, the truth is that those labels are now redundant. Developers in the online space are creating content for the land-based sector, while
the land-based sector is doing the same thing in the opposite direction.”
Mr. Bugno describes a space in which a wholesale redefinition of the gaming industry is taking place; in Europe most acutely, which is not only transforming the market, but also making for an increasingly competitive environment. “It’s no longer true to say that there are four, five or six major suppliers to the gaming industry,” qualifies Mr. Bugno. “We’ve counted over 200 providers of content to the online gaming industry, which has changed the marketplace completely. In the old school of thought, a company with five per cent market share would have been considered a small player in their business sector. However, if you have five percent in a market of 200
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