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ZITRO


PASSION


slots, and kept Zitro for our video bingo. So Bryke started as an attempt to hide our identity, and it has led us to here where we talk about it all the time! Customers understand it, they understand that brand and that it is a part of us.


CI: What does Bryke mean, where does it come from? JO: My kids’ names – Bryan and Kevin. CI: What do Bryan and Kevin think of the slots?


JO: They are now 18 and 20, and they are happy because the products have been a success.


CI: Zitro’s slots products have really jumped forward recently; in terms of R&D do you think the video bingo background bring something different to the way you approach slots?


JO: Not really; that’s the reason why they are going to work much better in the future though! We have many features on video bingo that we have not yet used on the video slots, but we are planning to; it will be much better as a result. SS: It helps us that we are operators. We have a large


number of machine in play around the world, and we learn a lot about what players want in terms of comfort, gameplay, winning experience, rhythm, common to any gaming machine. A slot player is different to a video bingo player of course, but ultimately they want an experience, and we are very good at creating those experiences. Video bingo and video slots have a lot of things in common in that way.


CI: When you introduced the Bryke brand, you didn’t have the Zitro ‘safety net’ of recognition; what do you think made them stand out to players? I mean, you’ve done this in the most difficult way possible, without leveraging your existing good name.


JO: That was the reason – Zitro is a strong name, and we wanted to test it not in the best cabinet, just to prove the game. Players could try a Zitro game, but we did not want any assumptions from players we wanted them to try the games for themselves. We were confident, but not overly so. SS: A good cabinet cannot make a game good, but a good cabinet can make a game better, so we tested the product with a standard cabinet to really test it. Once we saw the results, we knew now was the time to present the product properly with a Bryke cabinet, with upright, with slant for customers to choose. But we started with a proven game and proven math model. We did the test in our own operation, which distinguishes us. Most of our competitors launch a product to market and if it doesn’t work it goes out on sale; if it works, it goes on a participation-only deal. For us, we test it in our own operation and if it works we offer the product to the customer in the way they want. They can participate, they can buy… But we have tested it in our own flesh, it is like our form of hara-kiri to prove that what we are launching is credible and performs, and we can prove it because we are using thousands of them in our own operations.


FEBRUARY 2019 61


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