INSIGHT
LAND-BASED SLOTS ARISTOCRAT GAMING
In terms of the market, the industry recovered from the pandemic quickly because operators initiated the right strategies. Right now, inflation is putting net profit under pressure, which is why we're
working together with customers to find the right solutions for their needs. I am also very excited about the growth conversations we're
having internally, which includes further expansion in EMEA. Our move into the UK market for the first time is just the start.
Lightning Link continue to perform strongly in our Premium range and they’re both amazing products, as demonstrated by the European Casino Award for Dragon Link. In addition, we have several new Premium products releasing later this year, including Bank Buster. Premium is a very important part of our portfolio next to our For Sale Links, and we'll keep investing and launching products for these categories in the EMEA market.
What benefits for customers does Aristocrat's
new integration centre in Barcelona bring to the table?
Te reason for the move from our facilities in the UK, where we had an amazing team, was due to the complexities brought about by Brexit. Chief amongst which were the issues shipping products into the European Union, which was the trigger for the move.
If you look at the facility in Barcelona, which is
now live barring finishing touches, one of the main advantages is that it’s significantly larger, which gives us much more flexibility. We have also used the opportunity to upgrade many of our systems, which further improves customer service. I think having our integration centre in the European Union helps us to deliver faster
I think having our integration centre in the European Union
helps us to deliver faster and react quicker to customer needs. What’s also great about the team in Barcelona, many of whom
transferred from the UK, is that we have a very multicultural team. Several hail from outside of the industry, which I think is a huge benefit and so there’s a fantastic mix of experience and fresh enthusiasm. I love visiting the office to absorb the amazing atmosphere, which makes me excited for the future.
and react quicker to customer needs. What’s also great about the team in Barcelona, many of whom transferred from the UK, is that we have a very multicultural team. Several hail from outside of the industry, which I think is a huge benefit and so there’s a fantastic mix of experience and fresh enthusiasm. I love visiting the office to absorb the amazing atmosphere, which makes me excited for the future.
Barcelona offers an additional benefit, as it’s also the location of our sister company, Pixel
United, which encompasses Product Madness, Plarium and Big Fish Games. It means we have a significant team in Barcelona between the two companies and it’s very exciting when we all come together.
Are you looking forward to the ICE show moving to Barcelona in 2025? Have you started thinking what changes you'll be making to the Aristocrat exhibit?
Yes, we're already full steam ahead planning the show, accommodation, and the booth itself. At this year’s ICE we shared the booth with our online division,Anaxi, which is a path that we’ll be following at next year’s exhibition. After so many years in London, ICE Barcelona is going to be new for everyone. Personally, I have grown up in the industry with ICE London, and I think everyone was shocked at the decision to move to Barcelona.
However, when the show moved from Earls Court to ExCeL, I remember many saying that ICE would never be the same again, but I think the strength of the exhibition has always been its ability to bring customers and suppliers together, so it doesn’t matter the city, we’ll become accustomed and acclimatised to the rest. Yes, it’ll be different hotels, restaurants, meeting points and travel arrangements, but I think change is good as it offers new opportunities and fresh experiences. I think it's going to be fun, but we’ve started preparations to ensure it’s every bit as amazing as ICE London.
Finally, Marcel, how is the year shaping up for Aristocrat in 2024? What are your expectations of the business this year?
I’ll end by reiterating that we’re very happy with the portfolio of games we launched at ICE, something that’s been confirmed by customer feedback. I feel very confident and I’m happy with the way that the year is shaping up so far. In terms of the market, the industry recovered from the pandemic quickly because operators initiated the right strategies. Right now, inflation is putting net profit under pressure, which is why we're working together with customers to find the right solutions for their needs. I am also very excited about the growth conversations we're having internally, which includes further expansion in EMEA. Our move into the UK market for the first time is just the start.
WIRE / PULSE / INSIGHT / REPORTS P37
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