SUPPLIER SPECIAL REPORT 36 ARUZE
ASPECT GAMING
Opportunities amidst global consolidation
W
Created by locals for locals
BALLY TECHNOLOGIES
Driving the market
hile there is a trend in consolidation among suppliers, Aruze Gaming
sees a window of opportunity and the company considers its flexibility as an edge. Many believe that suppliers will benefit from consolidation particularly in terms of resources but Aruze thinks that it will take some time for the companies involved to standardize corporate practices, and that creates a window of opportunity for regional and local players to be more aggressive in the market. “When you are not as big, you are more flexible,” said Albert Yu, assistant general manager, “there is a window of opportunity for Aruze to be more aggressive in the market.” Aruze underlines the diversity of its product base, ranging from an array of ETGs to Lucky SIc Bo and Lucky Big Wheel, and these products are on every casino floor in Macau. To get the company prepared for such opportunities, Aruze has some brand new product plans for the next two years. At the MGS show, Aruze exhibited Cube X for the first time in Asia and new titles in both the G- DELUXE and G- SERIES video lines, the Ultra Stack series, and both stepper lines of Innovator and I-Deluxe. Also on display was the G-Series line and the G-Deluxe platform, with new additions that incorporate 5-reel video game play. l
Asia Gaming Briefings | December 2014
A
spect Gaming has a market presence in Southeast Asia and the United
States, but still prioritizes Macau as a key
B
ally Technologies sees the emerging premium mass market and the
growth of electronic gaming as key factors
lab to understand the evolving tastes of
driving the Macau market.
Chinese players.
“Asia is growing at a very fast pace,” said
Following its internal motto, “Created by
Ken Jolly, the company’s vice president
locals for locals,” Aspect Gaming has spent
- Asia. “Just look at the new openings in
considerable time studying retail lottery
Macau, the Philippines or even growing
outlets in Mainland China and baccarat
markets such as Cambodia.”
tables in Macau to understand Chinese
Although the Macau gaming market has
players, who the company describes as
recently slowed, Jolly still sees value in
“dynamic.” Take WinTrack as an example:
the premium mass sector, which has
it is designed with a “decision-making”
higher margins than the VIP market.
aid, allowing players to easily track wins
He is also confident about the growth
and losses and make playing and betting
of electronic games. Asked about the
decisions based on their conclusions.
competition among suppliers to target
CEO Justin Nguyen sees “agility” as the
new properties, Jolly showed confidence
company’s strategic advantage and he takes
in Bally’s products and said: “We ensure
pride in Aspect Gaming as being one of
our focus and target are to the right
the first companies to offer 1.1 compliant
audience when we bring our products to
games in Macau. Aspect Gaming has an
the market. Duo Fu Duo Cai is a classic
aggressive plan for developing social
example that we built particularly for the
casinos and the company seeks to use its
Macau market. It’s been very successful
social casino as a platform for some online
here and we’ve also been rolling it out
to offline initiatives in the coming months.
into other markets in Asia.”
At this year’s MGS show, Aspect Gaming
At the MGS show, Bally showcased its
launched Grand Orient Casino for Android
game line-up including Dancing Drums
and showcased Sheng Xiao Chuan Qi – the
on the Equinox cabinet, Fine Diamonds
launch title for its Super Ruby OneWall
and Striking Stars on the Pro Wave cabinet
video wall technology. l
as well as TableMaster Fusion, featuring the Chinese version of Ultimate Texas Hold’em. Also on display were the MD3 blackjack and baccarat card shuffler; i-Deal Plus, the next generation i-Deal with improved card reading and reliability; the DeckMate 2 poker room card shuffler; and the i-Score Plus baccarat viewer. l