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Bringing forward innovation and new gaming experiences

In the lead up to the ASEAN Gaming Summit, AGB interviews gaming supplier Aristocrat on their outlook on gaming markets in Asia.

What kind of trends do you foresee in Southeast Asia over the next few years?

We have had a great deal of success with our Lightning Link progressive throughout Australia, the Americas, Europe and it has just arrived in Asia. We expect higher demand in Linked Progressives, and are continuing to bring further innovation into that segment, both in terms of product and game play. Our new Dragon Link title is our next cab off the rank. We showed Dragonlink at recent global trade shows, and the response from operators was very positive.

Next, we will continue to focus on bringing innovation to our line of standalone games for players who enjoy a high line/high volatility gaming experience. This is a key segment for operators throughout the region. We have responded to our customers’ needs with a solid portfolio of games, and we are committed to further development in this segment.

 Next, the growth of mass market gaming is an interesting trend that we, and our customers, are keenly aware of. Players enjoy new gaming experiences, gameplay and visual destinations that are big, loud and bright. We strive to create games for our customers that will be entertaining for players, some of whom may be visiting the casino for the first time.

 Lastly, we are also creating games for those who enjoy table games, with the added fun of a slot environment. For this segment, we have created our Games of Fortune; Multiline Baccarat and Baccarat 88 which are played on exciting new cabinets.

 How is your company responding to these trends?

We are bringing forward innovation, particularly in the Linked Progressive segment, including an expanded Lightning Link game catalogue and new games such as 5 Dragons Empire, Dragon Link and Mighty Cash. In the standalone high line/high volatility segment, we have developed games such as 5 Dragons Rapid, 5 Kings, and Fortune King Rapid specifically for players in Southeast Asia.

 We are also bringing many new and exciting product offerings to our customers to help them satisfy their players’ demand in the mass market gaming segment. We are proud to populate our market-leading cabinets with outstanding game content, including a wealth of classic Aristocrat games such as 5 Dragons Empire Link, Baccarat 88, Multiline Baccarat and many titles and themes created specifically for this region. Titles such as Britney Spears Slot Game, Game of Thrones Slot Game and 5 Dragons Grand bring extra excitement to the casino floor. In Aristocrat’s Behemoth cabinet, which is large enough for two players to enjoy, we have a great deal of game content created specifically for Southeast Asia operators including 5 Dragons Gold, Fortune King Gold and many other Aristocrat classic games.

 For players who enjoy a more entertainment-style gaming experience, we are responding with games in our E*Series line such as Extra Bonus Wilds, Gold Stacks and Spin It Grand which builds on the success of Super Wheel Blast.

 What products are you currently offering in the Philippines / Asia?

Lightning Link is a truly global sensation and we are very excited to bring Lightning Link and 5 Dragons Rapid to market in our Helix cabinet, a cabinet which both operators and players have responded to very positively. Fulfilling on our commitment to emerging segments, we are also offering our line of Baccarat inspired Games of Fortune as well as 5 Dragons Empire Link.

 We look forward to these games and cabinets adding to the enjoyment we bring our customers’ players and to the success they bring for our customers.

Asia Gaming Brief is a news and intelligence service providing up to date market information for worldwide executives on relevant gaming issues in Asia.

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