INSIGHT
LAND-BASED SLOTS ARISTOCRAT GAMING
We are immensely proud of the reaction from our EMEA and
international customers towards the Aristocrat products we showed in London. From that perspective, I'd say the show was very successful. Looking at some of the highlights, the portfolio we shared was the
Marcel Heutmekers Vice President of Sales and Operations EMEA Aristocrat Gaming
‘When you play, play the A’ was the theme of the Aristocrat booth at ICE London. Marcel, how was the show? What were your highlights, and did ‘When you play, play the A’ resonate with your visitors to the booth?
Te major takeaway from ICE 2024 was the overwhelmingly positive customer feedback. We are immensely proud of the reaction from our EMEA and international customers towards the Aristocrat products we showed in London. From that perspective, I'd say the show was very successful. Looking at some of the highlights, the portfolio we shared was the largest for the European market we'd exhibited for many years, and that resonated strongly with customers. Within that portfolio, we were very excited for the EMEA launch of Jackpot Carnival, and we were delighted to win the Best European Slot for Dragon Link at the European Casino Awards 2024. Dragon Link is now available in the Mars X, our latest cabinet, which was another exciting product to showcase at ICE. Additionally, we showed several market specific products in London, including one bank dedicated to the South African markets and another for the UK, which is a new market for us.
Outside the show itself, the Aristocrat EMEA team underwent a lot of changes over the last 12 months as part of the move from the UK to Spain. New members joined the team, many from outside the industry who had never attended an ICE show before. For me, seeing the existing and new team members working together on the booth for the first time was a great moment, and we were fortunate to have one last London show as a shared experience. Te new team members were amazed at the scale, while those that have been with us for many years commented that this was the best show they'd ever experienced. Overall, it was a great event.
Marcel, you mentioned South Africa and UK markets, just how regionally specific are the game launches for EMEA this year? Are we seeing dedicated titles tailored to local markets from Aristocrat?
Te EMEA region is fully embedded in Aristocrat's global roadmap. Obviously, there are markets in which regulatory requirements determine the denominations, RTPs, and certain configurations, but we no longer have certain
largest for the European market we'd exhibited for many years. Within that portfolio, we were very excited for the EMEA launch of Jackpot Carnival, and we were delighted to win the Best European Slot for Dragon Link at the European Casino Awards 2024.
products being tested for the European market. For example, we are currently forecasting and budgeting for 2025. We are determining which products are going to be released next year for our customers and the EMEA market is an integral part of the global roadmap. To illustrate the point, everything we showed on the booth at ICE is configured and available for the European market. Products are not developed for markets elsewhere before being adapted for EMEA. We're past that stage. Aristocrat is fully focused on the European market now and in the future.
And are you continuing to develop for street markets, such as in Spain and South Africa?
South Africa is one of the most important markets for Aristocrat EMEA. I'm proud of our floor share with the largest operators; Sun International, Tsogo Sun and Peermont Resorts. In addition to Class III, we have a very significant install base in the Class II bingo market in South Africa. It’s a very important market and we offer a huge library of games, including new launches this year.
Switching to Spain, we have a great partner with Vid Comercial, a distributor that’s doing an amazing job for us in the arcade market segment. We launched a new game in Spain, Midnight Express, which is the first tailored multi-game to launch in the Spanish arcade market. Midnight Express is a game family that boasts four unique game themes and a twist on Hold and Spin with a newly added multiplier feature that’s been installed in multiple locations in March.
In addition to established markets, we are launching into a new market this year, the UK. We are extremely excited to have our first Aristocrat games for the UK market coming very
soon, and I can confirm that we are in the final stages of launching our UK products. Looking to the wider European landscape, there are markets where we haven't been extremely active, and this is something that we’re seeking to address by expanding into Class III, VLTs and street markets. We see EMEA as a growth opportunity for the company and we'll keep focusing on this region.
For Sale Links continue to grow in popularity within the EMEA region - what's in store from Aristocrat in 2024 in this highly sought after segment?
We are very fortunate at Aristocrat to have a rich history of launching successful links. I think the decision we made to make many of these titles available ‘for sale’ has been a major step for us, helping customers that weren't previously able to acquire those products. We made the decision to release For Sale Links last year, having listened to customer feedback, and we haven’t looked back since. Te response has been tremendous and we’re continuing to support this product category. At ICE 2024 we launched Reign of Gold and Lunar Cash on the MarsX Portrait cabinets as well as Ju Cai Jin Gui and a Bao Zhu Zhao Fu Multigame which will be in markets very soon. We're very fortunate to have some amazing designers creating our fantastic link products.
What’s new in Aristocrat's Premium games range, especially the big series: such as Buffalo, Jackpot Carnival and Tarzan?
Premium is a very important part of our portfolio, of which I believe Jackpot Carnival is going to be a major star in this category in 2024. Te EMEA team is very excited to see this live on casino floors. Of course, Dragon Link and
The Aristocrat EMEA team underwent a lot of changes over the last 12 months as part of the move from the UK to Spain. New members joined the team, many from outside the industry who had never attended an ICE show before. For me, seeing the existing and new team members working together on the booth for the first time was a great moment, and we were fortunate to have one last London show as a shared experience.
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