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SG MOVES INTO UKRAINE


World-renowned supplier making inroads into Europe’s newest land- based casino market; Casino International spoke to Scientifi c Games’ VP of Sales for EMEA Jon Lancaster about the move


Casino International: You’ve already got some product in the Ukraine market – what has proved popular so far? Which categories, and which titles? Jon Lancaster: Our journey into the Ukraine market has only just begun and our ambitions are clear. We are 100% committed to driving diversity on casino fl oors by bringing something genuinely new to the market. We are already installing our globally well-known EGM brands, such as top performing Asian Link games including Du Fu Du Cai, bringing something different to what players are used to in the Ukraine and in turn increase revenues for operators. We are in a unique position to offer products that we know are successful worldwide and have already seen products such as Jin Ji Bao Xi, performing well in the Ukraine market which is fantastic news. In addition, our successful proprietary


table games, such as Ultimate Texas Hold’em and electronic versions of key live games that are deployed on our Quartz terminal are a popular choice across the globe. This is complimented by market leading utility


40 OCTOBER 2021


Scientifi c Games moves to support Ukraine market


products such as our range of shuffl ers and chippers.


The combination of all these products is driving loyalty as well as performance engagement for our Partners in Ukraine.


CI: How are you choosing which products to take to Ukrainian customers? For example, is there an existing market for you that you feel has commonality with Ukraine? JL: We are the leading provider of gaming solutions across the world and have expertise in many different markets. So, our strategy is to bring that experience over to Ukraine and introduce products that already have a great track record in other global markets. That’s why our Ukrainian product set includes gaming brands with proven success in European markets, including Duo Fu Duo Cai and Jin Ji Bao Xi, as well as updated versions of player favourites like Super Colossal Reels and Spartacus Gladiator of Rome, all of which are driving differentiation in the market. All these games are supported on award winning and industry leading hardware, including the Twinstar Matrix Upright cabinet, Twinstar Slant cabinet and Twinstar J43 vertical screen cabinets.


CI: Gaming has changed quite a bit since the Ukraine market closed – what new products do you anticipate will do well there? For example, skill gaming, ETGs? JL: The market has been closed for ten years now and of course a lot has changed since then. With our product set, we can provide innovation and differentiation which is unique to the market and will prove successful with


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