Interactive IGT - GLOBAL GAMING VIEWPOINT


No longer do we create our Asia-market games from Vegas, for example, but from a combination of our studios in Australia and Beijing. Our European games, created by our studio in Graz, are heavily customised to local requirements. We do have studios that over-arch those local, close-to-market, studios - but those are our block- busters that have global appeal, which are games that are adaptable to any market. P70 NEWSWIRE / INTERACTIVE / MARKET DATA


Te answer is that no one has the same game on every website. As Mr. Bugno describes, the operators have taken control of their content. “Where in the past it was the content providers that had operator clamouring for their new games, now they make demands about the specific games they want from suppliers,” says Mr. Bugno. “Now they have more games than they need and it’s this environment in which we have to adapt.”


ADAPTING TO THE NEW MODELS “As an organisation we are constantly evolving,”


says Mr. Bugno. “We made numerous changes last year within our organisation. When we first acquired IGT we centralised all the studios and that worked for a variety of reasons to ensure that everyone was working on the same platform. Now that we’ve achieved that, we are giving back into the business the studios dedicated to individual regions. No longer do we create our Asia-market games from Vegas, for example, but from a combination of our studios in Australia and Beijing. Our European games,


created by our studio in Graz, are heavily customised to local requirements. We do have studios that over-arch those local, close-to- market, studios - but those are our block-busters that have global appeal, which are games that are adaptable to any market.”


Wild Fury Jackpots is an example of one of IGT’s hugely successful games that launched in the US on the Crystal Curve cabinet. In Europe and South America the game performed ‘straight out of the box,’ with nothing but regulatory changes to meet market requirements. In Australia, Wild Fury Jackpots and its clone Fortune Fury were slightly re-worked by IGT’s local studio in Melbourne, to adapt to local player preferences and now they are top-performing games in the market.


“Localisation has now become a staple solution to help us make the necessary changes to improve performance in regulated markets around the world,” explains Mr. Bugno. “As a result, we are seeing continued strength in


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84