InterGame finds out how UK-based manufacturer Blueprint Gaming has fared during difficult trading conditions and what lies ahead

Blueprint Gaming, the UK-based games developer, has rapidly built a reputation as one of the leaders in the digital gaming arena. Fifty per cent owned by Germany’s Gauselmann Group, the company has worked closely with the German giant’s manufacturing division, ADP, to develop customised hardware for the UK market. The culmination of the last two years is that Blueprint now has an impressive portfolio of games content deployed with leading online and offline operators as well as within proprietary hardware.

With a well diversified business, Blueprint’s ability to customise games effectively for different markets and formats is central to its success.  Managing director Darren Breese talks enthusiastically about the business’ future prospects: "Throughout 2011 we will continue to develop and distribute innovative and exciting games. As well as within the UK, these games will increasingly be distributed online and internationally, where we have significant opportunities for both our content and hardware."

Blueprint is maximising on the growth of server-based gaming, which looks likely to become increasingly prevalent across Europe. With its ability to integrate games into third party technology platforms it is well placed to maximise on this growth and Breese went on to explain that the combination of a strong game library with a flexible approach and software system means Blueprint welcomes this expansion.

One key SBG market for the company is the UK betting shops, where through a strategic relationship with Inspired Gaming, Blueprint games can be played on over 12,000 terminals across the estates of William Hill, Bet Fred and Paddy Power. In 2011 Blueprint will add to existing strong titles such as Super Diamond Deluxe and Bar-X Super Spins with new and innovative products, a number of which will feature third party brands procured specifically for the market.

These UK B3 (£500 jackpot) games have also been deployed in the Red Hot 500 multi-video compendium, and particularly when operated with the Gauselmann manufactured Dispenser 100 note payout unit have reportedly performed very well across arcades and motorway services.

Blueprint distributes this hardware through Crown Direct within the UK as well as having a number of direct relationships in bingo and motorway services where it operates on a participation basis.

2011 will also see Blueprint games entering the Italian VLT sector through the partnership with Inspired. Early signs from the new category of machine make this an exciting market and one in which Blueprint believes its "feature rich slots will emulate its UK performance."

Within the online sector Blueprint has combined proven game engines with a range of carefully selected third party brands. This has culminated in a portfolio of high performing games deployed with major online operators including Bet 365, Ladbrokes, Bet24, Betsson, Sky Vegas, Jackpot Joy, Unibet, Victor Chandler and Betfair. This broad distribution is facilitated by a flexible flash gaming engine which is integrated into platforms run by GTS (Playtech), Open Bet (formerly Orbis) and Finsoft (GTech). Branded games are particularly important within the online sector and Blueprint has a strong range including VIZ, Casper, He-Man and Lone Ranger as well as the leading casual games Zuma, Chuzzle and Bejeweled 2 under license from POPCAP.

To strengthen the online team Blueprint recently recruited Jo Purvis, who joined in the role of head of sales and marketing - online. Purvis brings a wealth of gaming experience from her time at TCS John Huxley, WMS and Inspired. Breese, who has extensive UK and US operating experience, has a commercial team that includes Matt Cole as commercial director and the services of Richard Wilson who acts as a consultant for Blueprint and the wider Gauselmann Group. Cole brings valuable experience including within the online sector while Wilson has a track record with Bell-Fruit, Mazooma and previously BWB.

With its well diversified business Blueprint has been less reliant on what has been a very challenging landscape in the once healthy UK arcade and pub sector. Blueprint has, however, continued to invest in products for this market and sees a large opportunity in the UK arcade and bingo sector with the imminent arrival of the B3 £2 stake. Within the pub sector it is seeing some very encouraging results from its video compendium Game Vault, which is one to watch for 2011.

As InterGame went to print Blueprint was due to exhibit its new product line at ICE on the Merkur Gaming stand and with Crown Direct at EAG Expo.