Australian slots giant Aristocrat was using G2E Asia to launch several interesting new concepts.
“We are really promoting our products in Asia, stressing new concepts for Asian players with more interaction and volatility,” said Ben Paterson, Asia Pacific marketing manager. “One of our strengths is customer engagement and the surveys we have done have shown that for a game to be successful it has to be Asia-centric. Asian players are unique players.”
New on the stand was the Yellow Dragon Hyperlink game, which gives every player a chance of winning the top prize even if they don’t take the maximum bet. “This is our first community tournament product,” said Paterson. “It is very heavily themed with strong use of gold and red, the prosperity colours.”
A key product in the new Remix brand is Dragon Emperor, which has high levels of productivity, and Peeking Duck features the prosperity colours and the lucky number eight. “This has a very interactive touchscreen and Asian players like this.
“In everything we develop for this region we try to encapsulate the Asian player experience and, as a result, the Aristocrat brand is very strong in Asia. We are also moving into the field of apps, whereby players can download our games to their mobile devices.”
He added that the company now has a 50 per cent plus share of the slot market in Macau. The Philippines comes second with a 37 per cent market share and there is also good share in Cambodia and Vietnam. “The core for us is the product, not the location. Our focus on localising product is very relevant.
“We keep contact with the players and we have a very strong sales team across the Asia-Pacific region. Business in Asia is all about relationships; the way of doing business in Asia is different to everywhere else.”
Read our comprehensive eight-page G2E Asia report in the July issue of InterGaming.
