What did the NFL want from the game?


As you can imagine, the NFL brand is nationally and internationally recognised. Tey were seeking a partner who could deliver a great game, understand their brand, and show up in a responsible gaming manner.


As a core pillar, we view everything we do through a responsible gaming lens. For example, when we go out with a marketing campaign, we make sure to geo-fence jurisdictions that don’t allow marketing, and we age gate access to gaming content where possible. As we bring the NFL slot games to the floor, in addition to making great content, we both want to show up in a responsible way that is true to each organisation’s brand.


Who is the target player of an NFL slot machine?


We did a lot of internal market research and we worked with the NFL to understand the overlap of NFL fans and slot gaming. Te research suggests there are many fans that play slot machines and a sizable number who go to casinos for other reasons than slots.


In a responsible way, we sought to figure out how we could invite NFL fans to play NFL- themed slots when they choose to play slots at a casino. Te additional element to consider with the NFL is that there’s a perception that the NFL audience is primarily male, but studies show the NFL fan base is more diverse. Te NFL has done a phenomenal job in expanding its demographic base, with female fans now part of the mix.


Are you developing a single NFL slot for release next year or a range of slots?


When we completed the NFL deal, we didn’t want to create just a single slot machine or one cabinet. We wanted to create a portfolio as part of a multi-year plan of what we want to bring to the market, to give operators the opportunity to bring the NFL slots to their property. At G2E we have created a miniature version of an NFL football field, including goal posts and a massive football helmet, which can help casinos see the vision of what these games can become on their floors.


When you think about sports books in casinos, operators have an opportunity to install an NFL theme room right next to the sports book, creating an experience for the player that’s like nothing else.


Te NFL started this season with games in the UK. Do you see this having international interest as a slot?


Te NFL has been very strategic in terms of building international markets and the UK was one of the first on its list, but they’ve also now spread to Mexico, which is another big market. NFL teams also have international fan bases and territories. For example, the Raiders are connected to Mexico through a large fan-base and slot gaming.


Te NFL season is relevant and top-of-mind P62 WIRE / PULSE / INSIGHT / REPORTS


“In a responsible way, we sought to figure out how we could invite NFL fans to play NFL-themed slots when they choose to play slots at a casino. The additional element to consider with the NFL is


that there’s a perception that the NFL audience is primarily male, but studies show the NFL fan base is more diverse. The NFL has done a


phenomenal job in expanding its demographic base, with


female fans now part of the mix.”


Hector Fernandez


“When you look at post- COVID recovery, the U.S. rebounded quickly. Asia


remains mixed, Europe was opened/closed, Latin America mixed too. We saw this as an opportunity to focus on understanding the specific needs of every market. In


markets such as Europe and Latin America, we sought to really understand the player demands, such as multi- denom and multigames. We make sure that we are delivering products that meet the needs of the players in these markets. ” Hector Fernandez


during the traditional game season, and every month outside of the game schedule. Te Super Bowl is in February, and the rest of the calendar year is filled with fan-favorite content such as the Draft and Pro-Bowl. Tis approach allows for continued engagement.


What’s your brief for international markets over the next 12 months?


We are a global business and support all regions we operate in. Our largest regions are the U.S., Australia, and Asia, and we have a


growing presence in Latin America and Europe. We have strong conviction around our strategic growth potential in all regions due our continued investment in innovation and design and development. And we are well-positioned to bring product leadership to every market we enter.


Has COVID changed any part of Aristocrat’s strategy for international markets, especially as we continue to face shortages of parts and components?


As a business we create a five-year strategy, and we don’t allow short-term noise to impact it. When you look at post-COVID recovery, the U.S. rebounded quickly. Asia remains mixed, Europe was opened/closed, Latin America mixed too. We saw this as an opportunity to focus on understanding the specific needs of every market. In markets such as Europe and Latin America, we sought to really understand the player demands, such as multi-denom and multigames. We make sure that we are delivering products that meet the needs of the players in these markets.


Has recruitment and retention become more difficult as employees post-COVID are looking for different terms and conditions from businesses?


We recognised that and asked ourselves how we could create an opportunity from this challenge. If we formerly said you had to be Vegas-based to work with a specific team, COVID taught us that if you hire the right people and you put the right incentives in front of them, they don’t need to physically sit next to you.


Geographic diversity allows us to bring in different kinds of talent. To bring on the best talent, we introduced an all-flex policy, so that in working with your manager, you can work together to design a flex work schedule and in certain situations work remotely.


Of course, you need the right training to be able to create an environment where the team wants to have the best most inspiring culture. We focus a great deal on investing in our people and giving them opportunities for career growth. We also look outside the organisation for inspiration around culture.


Recently, we invited Steve Farber, author of a great book called ‘Love is Damned Good Business’ to share his principles for teamwork with our organisation. Tis was inspired by one of our team members in Tulsa, Oklahoma.


Te central point of the book is loving the people around you at work is okay. Usually in business you don’t use the word ‘love.’ But the concept is: ‘love the people you work with – who will love your customers and will then love what they do.’ It’s incredibly simple, but also incredibly powerful too. It works, as we have our entire gaming team believing in the same mission and doing their best to execute that every single day for the customer and their teammates. And that’s what we have instilled at the company and what energises the team every day.


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