ARUZE GAMING EUROPE
Last month, Aruze Gaming opened its first office in Europe, providing a dedicated sales and service support to Aruze’s European, Middle Eastern and North African markets. Te office, which operates out of Te Netherlands, will serve as Aruze’s European headquarters moving forward.
“Te aim for 2023 is growth and scale. We have a good library of games on the digital side so it's now about operators and jurisdictions. We've got a decent footprint in New Jersey with 30+ games now live with several operators.
“We want to mature the North American market. We have partnered to do some IP licensing to get into Europe in Malta and the UK. Internally, it's about building up teams, processes, and bringing more stuff in-house.”
scratched the surface. And that’s not just online. Te potential for land-based and online versions of games - with data passing back and forth - will open a whole new frontier of interactive gaming.”
BIGGER LEGS
With the likes of Aruze and other land-based manufacturers diverting increased resources to their interactive business, should the countless online-only developers springing up left, right and centre be on notice?
“It's a great question. I do think we have an advantage due to the historic math models and capabilities that have been built over the years. When legacy companies have a hit, it has bigger legs. On the flip side, it also means duds are bigger than from non-legacy gaming companies, meaning the median game average is higher and peaks last longer.
“Tat being said, some of the creativity from online-only developers has certainly resonated. I was at GameCo for a little while and the arcade genre they were looking at there was exciting. Tere is innovation coming into land-based from these digital-only companies.
“At Aruze, we say innovation is our tradition. We have been doing this a long time in our land- based division, and will continue to do so as we grow the digital arm of the business. Tere are pluses and minuses to both, but one of the biggest things that legacy suppliers have is the sheer volume and libraries of games.
“We have built millions of different feature combinations of games. To be able to go through that and innovate - taking a feature from one, a base game from another, a bonus from over there - and put them all together in a completely new combination gives us a huge arsenal.”
P53 WIRE / PULSE / INSIGHT / REPORTS
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