Q&A – ARISTOCRAT GAMING
Andrew Sackey, VP of Commercial for EMEA & LATAM, Aristocrat Gaming
Casino International’s Managing Editor, Matt Broughton, caught up with Aristocrat Gaming’s VP of Commercial for EMEA & LATAM, Andrew Sackey.
Matt: Can you summarise how 2024 went for Aristocra? Andrew: Some key positives that 2024 held for Aristocrat Gaming in EMEA was the proven strength of our premium content like Dragon Link in the region, as well as positive performance from Core titles like Mo’ Mummy and Bao Zhu Zhao Fu. Additionally, we entered new markets, including the UK, and the company was awarded the first gaming-related vendor license from the the General Commercial Gaming Regulatory Authority (GCGRA) in the UAE.
What used to be a challenge for us was the delay between the release of hit games in the U.S. to EMEA. At ICE, we were proud to show that we’ve made tremendous leaps forward in this area. For example, we’ve already made progress with the debut of Phoenix Link shortly after its U.S. launch. Similar is synchronising the release of hardware from the U.S. to EMEA, which with the launch of The Baron Upright, we anticipate its release very soon. Matching the specifications required for each market in EMEA is always a unique challenge, but thanks to our talented teams throughout the region who work closely with our customers, we’re able to meet those needs.
Matt: What’s Aristocrat’s overarching ‘mission’ for 2025 Andrew: We remain focused on strong market share across the globe but see immense opportunities, especially in Europe. One of the ways we are working to meet customer needs for EMEA is by increasing the
10 MARCH 2025
speed to market from the US with successful games and form factors.
We are also proud to lead the industry with our investment in D&D and will continue to do so, further cementing ourselves as a leader in content with our vast, award-winning portfolio.
Matt: With the launch of The Baron and Phoenix Link at G2E for the North American market, how has the EMEA launch been received by operators at ICE? Andrew: The launch of Phoenix Link in EMEA has been received extremely well. Many international operators monitor the performance of games and hardware in the U.S., so the ability to now have launches months apart from the U.S. has been a big positive for customers.
This has only been achieved by the meticulous planning from our teams to deliver this so quickly to EMEA, providing the best games and hardware to the EMEA market and showing our intent to invest and grow in Europe. We anticipate the same success will be felt when we launch The Baron Upright here soon.
Matt: What aspects of The Baron have taken on current and future market and operators’ needs? Andrew: The Baron has incorporated years of research and development in ergonomics, improving experiential sensory aspects of both sound quality and cabinet lighting via the new ‘chimney’ and added curb appeal with its
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