IGT is one of the few developers creating products
Te starting point is IGT’s flagship MLP, Prosperity Link, a product that takes industry- leading mechanics and gives them an IGT twist, combining a persistence mechanic with Hold and Spin into one of the most sought after global IGT hits. Building on this monster title, IGT showed two additional MLP titles at ICE, Mystery of the Lamp and Magic Treasures, both featured on IGT’s portrait single-screen PeakSlant49 and PeakCurve cabinets. “We are supporting the industry with top-tier products that are really competitive right now,” explained Mark. “We are able to look our customers in the eye and tell them that we can deliver products that really perform on their floors.”
Shifting to dual-screen products, Mark described Egyptian Link as an unsung hero in the IGT catalogue. “It performs everywhere we install it and allows us to address the entire MLP market,” stated Mark. “It’s a very important product for Western Europe, helping us place as many machines as any tier-one competitor, which two years ago I could not have claimed. Egyptian Link is a product that has helped put us back on the map in Western Europe.”
Explaining the bounce back that IGT has enjoyed in Europe since the pandemic, Mark added: “During the height of the Covid pandemic we didn’t slow down our game- development cycle. During this time, IGT continued developing and innovating through the pandemic. We doubled down and invested in our product so that when the markets reopened, we had the best products ready for our customers.”
IGT is one of the few developers creating products for all sectors and geographies in EMEA, supporting the casino market in Western and Eastern Europe, Spanish AWPs, ETGs and VLTs. Hugely important for the Eastern European market, multi-games continue to be a key product for IGT’s EMEA showcase at ICE. Mark pointed out the Unite games brand, which brings together the best-of-breed MLP with best-of-breed core into a single games pack. Customers have the option to buy the Egyptian Link product combined with market-attuned core game packs built for specific European markets. “It’s an innovative solution,” said Mark. “No one else in the market is offering this mix of MLP and core, which includes a bolt-on progressive offering significant top awards.”
Te number of games in the multi-game pack has also changed from 40 games to 28, which IGT believes hits the perfect sweet spot. Te entire package is due to go live just after ICE with the approval process underway at present. IGT’s Unite brand is also live in the UK market with the same mix of MLP content and core currently live with UK casino operators Rank, Genting and Aspers.
“Unlike in the US, where there is a large segmentation of premium and core product, in EMEA, our customers want everything for sale,”
for all sectors and geographies in EMEA, supporting the casino market in Western and Eastern Europe, Spanish
AWPs, ETGs and VLTs. Hugely important for the Eastern European market, multi- games continue to be a key product for IGT’s EMEA
showcase at ICE. Mark pointed out the Unite games brand, which brings together the
best-of-breed MLP with best- of-breed core into a single games pack. Customers have the option to buy the Egyptian Link product combined with market-attuned core game packs built for specific European markets.
I love the fact that we have a dedicated R&D stream for
AWP, and since we share best practices across our teams, if there’s a product that would potentially work in one segment and could be
leveraged from one sector to another, we’d consider every option open to us. We are two years into what is a 20-year project and our aim is to
remain humble and continue to do what’s best for the market.
described Mark. “Some of our titles, such as Prosperity Link, are lease-only, whereby customers can only take the software on a daily fee, but can purchase the hardware. In the past we tried to mirror the US, offering a mix of options, but we’ve found that limits penetration opportunities as EMEA customers predominately want to own their games.”
In 2022, IGT signed a distribution agreement with Orenes, a large operator and distributor in Spain. IGT agreed to supply bespoke AWP product for the Spanish salones market, Spain’s arcade sector. IGT leveraged some of its existing
INSIGHT ICE SHOW REVIEW IGT
branding and game mechanics, with the games developed exclusively in Barcelona for Spanish players. After just 24 months, IGT now has around 900 units installed in the market and initial results from a standing start is a significant achievement.
IGT has targeted the 17 autonomous regions in Spain, which require individual certification of product, focusing upon the largest regions for game launches. Te first game launched by IGT in the Spanish AWP sector was Magic Fortune Link. Te games shown at ICE 2024 include Treasure Box and Diamond Mania, which Mark described as another step up in terms of game performance. “We worked with Orenes and local regulations to create games that are innovative and new to the market,” explained Mark. “We discussed branding, functionality, and game mechanics - combining this with IGT’s best practice built from the foundation of our global gaming experience. We have brought this knowledge base to the Spanish AWP market, giving us a unique opportunity. We don’t want to copy what’s in the market, we want to bring our own flavour to Spain.”
“I love the fact that we have a dedicated R&D stream for AWP, and since we share best practices across our teams, if there’s a product that would potentially work in one segment and could be leveraged from one sector to another, we’d consider every option open to us. We are two years into what is a 20-year project and our aim is to remain humble and continue to do what’s best for the market.”
Taking this same approach from the Spanish market, Mark confirmed that IGT is looking at multiple other growth opportunities in EMEA. He is also tackling a legacy sector that Mark has high hopes for in 2024. “It has been a while since IGT placed electronic table game products into EMEA,” explained Mark. “However, it’s a product that IGT has invested into significantly with our MESA 4K terminal product and we believe that we have a competitive solution for EMEA customers.
“We have reduced the footprint and introduced a 4K display. We have also introduced a hybrid gaming solution so players can play concurrent products; baccarat, blackjack, RNG and live roulette. One of my key objectives in 2024 is to take this product live and see how it performs. EMEA is a hotbed for ETGs. We won’t know if we have the magic formula until we go live, but I am confident in IGT’s field services team and our ability to work with operators to deliver the product that works best for them.”
Concluding the tour, we asked Mark for his most bankable products from the IGT booth at this year’s ICE. “I believe that IGT is back at the top table this year at ICE with our MLP products, but what represents that biggest opportunity for me, is the Unite products as the Eastern European market,” enthused Mark. “Our biggest opportunity for growth, is the Unite solution.”
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