G2E PREVIEW
ISMS: Back at G2E for 15th consecutive year!
After expanding the business to cater to a global customer base, ISMS is back in Las Vegas for G2E – and you can find the very latest used slots on booth 3230
S
am Arnold, President and CEO of ISMS, puts it quite succinctly: “This will be the 15th consecutive year that ISMS has been an exhibitor in Las Vegas. To the best of my
knowledge there is no other company supplying used equipment that has exhibited for 15 years; I think we are the only one exhibiting this year too. That is a testament to the service we provide our customers; they trust us, we have been around for a long time, we have very strong relationships and people expect us to be at G2E. Our friends and partners will come to see us and discuss opportunities and we have always found the show to be very successful and a very important part of our marketing and branding.” ISMS has been around for over 15 years,
starting life in New Zealand as a company providing machines to the home and domestic market; the moved on from there to supplying commercial premises, but quickly outgrew their domestic market. Sam explains the company’s incredible growth: “Then we started to sell new machines into the market, we worked as agents; the New Zealand market was capped at 20,000 machines though, so we outgrew the market and expanded into Australia. We were supplying, servicing machines, providing bases, stools, CCTV and our business was as big as it could get in New Zealand. The expansion continued and we opened an office in Hong Kong, servicing mainly Asian customers in the region. We then expanded into Europe, opening a London office followed by a factory and warehouse in Riga, Latvia. “About seven years ago, when we reviewed the business, we realised we had no presence in the Americas and so we opened our first office in Miami – and of course that office is strategically located to serve customers in the Caribbean, South America and North America. Most recently, we are currently opening our largest factory which is a slot superstore in Las
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Vegas. The project is being implemented at the moment, we expect to be open either by the end of the year or in early January.” But ISMS is not just about selling used or nearly-new slots, as Sam was happy to tell Casino international. The company has four main revenue streams: sales, revenue share, their own operations and an interactive business. Sam elaborated: “Our company – across the three regions of Asia-Pacific, Europe and the Americas – has four main revenue streams. The first is our core business, which is sales. Globally we supply pre-owned slot machines, many of which are just a few months old and they are priced as used machines. We also supply software, parts, associated casino equipment, plus casino consultancy services. That’s the core activity. “The second revenue stream is our revenue
share business. We are a significant operator of machines on revenue share contracts; we operate with partners and we as a company
to promote our equipment. It helps to make sure we can maximise revenue for both ourselves and our partners. “Third activity is our own casino operations which is slowly growing, and we are opening new venues, applying for new licenses and building facilities all the time. “Fourth is our online interactive business. We
have an interesting online product which we are promoting everywhere we do business, it’s a very exciting project. We have a patented, unique product that we believe is a very interesting product that is not offered by any other company.” The ISMS branding is easily spotted at trade
don’t just place our machines on straight revenue share – we supply trained personnel placed on site to assist with running our equipment. We have technicians on hand, slot managers, marketing people also based on site
events with its orange and black colourway, and the company always makes sure it is very visible even on the walkways. But they don’t have a message for customers, as such. Sam concluded: “Coming up with new slogans is a thing of the past. We are now just transparent, people see through slogans and gimmicks. What we deliver is what is important, the proof is in the pudding. The best way to describe what we do is, if I can liken it to a mobile phone, we as a company are not selling or supporting selling iPhone 3 or 4; we are the company supplying iPhone 8 or even X – at used prices.”
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