Walter Bugno, CEO International at IGT, pictured with one of his favourite games of ICE 2020, Bubble Blast
Player-Driven Performance the major theme at ICE London and key message for IGT’s international business in 2020
Te IGT booth at ICE 2020 was awash with an impressive range of proven performer games and the very latest multi-level progressives for international markets. G3 spoke to Walter Bugno, CEO International at IGT, during the London show to understand the direction of travel for the company across international markets in 2020
Te theme of the IGT booth at ICE 2020 was Player-Driven Performance, which isn’t just a catchphrase, but rather an initiative that sees its games tested on-site with different players types across varying markets. Combined with IGT’s focus on market attunement which sees the company adapting games to suit players in every part of the world, IGT’s game portfolio is the broadest and most diverse it has ever been.
IGT headed into 2020 having built a formidable head of steam in international markets in 2019. Last year, the performance of new games across international geographies exceeded expectations, a direct result of IGT’s shift towards market- attuned games development for regional markets. Tis has meant that greater responsibility for studio and product management now resides with IGT’s regional teams, directly delivering benefits in performance across multiple geographies.
“Australia is a great example,” explained Mr. Bugno. “We performed very strongly in 2019, carrying that momentum into Asia, where we are finally getting what I call our ‘fair share’ of the business. We have historically been under- represented in Asian markets, but we are coming into 2020 with solid momentum. Notwithstanding the health issues that the region is dealing with at
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present, from a share perspective I think we will have a great 2020.”
In Europe, 2019 was the year that IGT put Eastern Europe under the spotlight, another region that has been an untapped market for the company. Mr. Bugno described the response as ‘fabulous,’ primarily from a customer base hungry for product alternatives. “We are a ways behind the big competitors in Eastern Europe, but believe that there is a space for us in this market,” affirmed Mr. Bugno. “We are very happy with the progress we’ve made thus far. We have put a lot of effort in the last 12 months into the games side of our business to allow us to maintain our momentum in Eastern Europe and we’re very positive about this region in 2020.”
Tis year, the emphasis on the IGT ICE booth was firmly placed upon multi-level progressives, an area that IGT is seeking to strengthen into 2020. “We have had exceptional success in terms of standalone products,” said Mr. Bugno. “Tis year we are strengthening our multi-level progressive library, having selected and adapted a number of key titles that we have launched around the world. One of the most exciting products on the IGT booth at ICE is Scarab, which has been fabulous standalone game for us, which we have extended
to include Scarab Link and Scarab Grand.”
Featured on the CrystalCurve cabinet, the Scarab Grand is an evolution of a IGT proven performer with its Wild Stays, Charges, Ten Pays feature. Te Scarab Link game on the CrystalDual 27 cabinet features the same persistence element as the original, in addition to a Hold-and-Respin bonus feature. Alongside Scarab Link, IGT also showcased Fortune Link and Fu Gui Long Feng multi-level progressives on the CrystalDual 27 cabinet.
Another key international game launch at ICE 2020 was Bubble Blast, which has been a huge success for IGT in Australia. “Bubble Blast has helped drive our market share in Australia, where we are now the clear No.2 player in that market,” explained Mr. Bugno. “Bubble Blast is the first game, since we’ve been the new IGT, that we’ve taken a game from Australia and launched it at the ICE show. Bubble Blast has been a major driver of growth in Australia over the last 12 months and it’s exciting to showcase it internationally at ICE.”
One of the highlights for IGT in 2019 was its success in Latin America, where in Argentina and Chile the company won a substantial share of the new licences that were recently awarded. On the lottery side of the business, IGT also announced last year the securing of a shared concession in Brazil for instant tickets with Scientific Games. IGT is currently focused on launching and going live with that concession, while Mr. Bugno remains positive for the further expansion of gaming in the region. “We see Brazil as one of the few geographies around the world that will give a big lift in regards to gaming growth as it’s a virgin territory right now,” stated Mr. Bugno. “Today, we
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