INTERVIEW – ARISTOCRAT Marcel Heutmekers – Aristocrat Matt Broughton spoke with Marcel Heutmekers, Aristocrat’s VP of Sales and Operations for EMEA.
Matt Broughton: Please tell us a little about your background in the industry and how you came to be at Aristocrat. Hi, I’m Marcel Heutmekers, Vice President of Sales and Operations for EMEA for Aristocrat Gaming. I’ve been with the company since 2021 but have been in the gaming industry for more than 25 years. I’m responsible for developing the strategy around growing the EMEA market. I’m incredibly proud of the progress we’ve made in the region, through investment and innovation, including the opening of our new European Integration Center in Barcelona.
MB: How did the first half of the year treat Aristocrat? MH: We have seen notable growth across the Gaming business from last year into the first half of this fiscal year. With respect to Europe, we continue to strengthen our business year-over-year, and the organisation is putting the focus and resources behind us to support Europe being a growth region.
As reported in our recent Half Year earnings, Aristocrat has already delivered strong profit growth with an increase in 4% USD YOY. This can be attributed to a leading diversified game portfolio with special recognition to the NFL-themed games, and strong outright sales across the globe.
I have never been more excited about the future of gaming in Europe, and it is thrilling to be at this company, which is leading the way forward for the entire industry
10 SEPTEMBER 2024
MB: What have been your key product and points of focus thus far in 2024? MH: We have had a variety of products come to market so far in 2024, and they are representative of our deliberate intent to diversify our product line to our customers so that they can offer a variety of entertainment options to their players. For example, from a game theme perspective, Jackpot Carnival has been a strong focus of ours and has been performing well for our customers. The game was a hit in other global regions, and we leveraged this momentum into the European region. Additionally, our customers have seen success with the global phenomenon Mo’Mummy, which has garnered 2x house performance. This game continues to be a great performer on casino floors across Europe. Additionally, we have continued to build the strength of our player-favorite legacy game, Dragon Link, by implementing it on the latest form factor, the MarsX. This move has ensured the game’s continued success on the floor and has attracted maximum player engagement.
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