MACAU BUSINESS
GAMES FOR ASIA
“One of the decisions we made in the middle of make — was to continue to build and invest in our content portfolio,” he said. “We’re building more games now for Asia than we ever have.” The slot supplier now has 13 global studios for product development, with nine of them building games for the Asian market. “We make a really concerted effort to ensure the games we’ve brought to Asia are not just tweaks of global games. They’re games that the designers spent time in the market, listening to [casino] operators
“The fruits of that labour really started to be seen from about the middle of last year,” he continued. “Our product performance has just gotten better and better over the last 18 months, combined with markets opening up and more
One example of Aristocrat’s success is its popular title “Dragon Link,” which is performing in Asian casinos, according to the general manager. At the recent Global Gaming Expo (G2E) Asia 2024, a major regional trade show for the casino industry held in Macau in early June, the supplier showcased an extensive game portfolio that went beyond “Dragon Link.” Some of the featured titles included “Grand Legends: Great King,” “Grand Legends: Royal Emperor,” “Caifu Zhong Sheng: Dragon,” “Bao Zhu Zhao Fu,” and others.
A growing
industry is a tailwind behind us as a supplier, but you’ve got to have the right products at the right time to be able to help drive that growth
Aristocrat Gaming’s parent company, Australia- listed Aristocrat Leisure Ltd, recently reported a year-on-year revenue increase of 6.1 percent to about AUD3.27 billion (US$2.19 billion) in its amortisation of acquired intangibles (NPATA) rose
NEW STANDARDS
The robust performance of the slot supplier in the Macau market can also be attributed to the ongoing replacement of electronic gaming machines (EGMs). Macau operators are upgrading their EGMs to comply with the new EGM Technical Standards mandated by the local
gaming regulator, the Gaming Inspection and Coordination Bureau (DICJ). By 31 December 2026, all EGMs in Macau must fully comply with the new standards.
Given the cap of 12,000 gaming machines in the market have been compliant with the new standards, indicating that operators are on track to meet the 2026 deadline.
INFRASTRUCTURE AND TALENT Aside from continuous investments in products, Aristocrat Gaming also emphasises investments in dedicated gaming showroom in the Philippines last year, the supplier spent six months renovating newly revamped facilities in Macau were unveiled in early June, ahead of the G2E Asia 2024. “We’ve been in this facility for 20 years... but put into rebuilding the infrastructure to create an environment that is very different for Macau,” Mr. Robson stated. “It’s designed to drive collaboration and engagement, not just for our employees but also for our customers and regulators.”
Aristocrat’s operation in Macau has also seen an expansion in its corporate structure, with the addition of roles in analytics, marketing, and sales. This has increased the headcount of the Macau team to over 20. “Historically, the
AUGUST 2024 27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56
