On the Map

113 East offers a down to earth approach to distributor deals and product innovation

Chris Rogers, CEO and founder of 113 East, is backing himself against Asia’s more established gaming equipment distributors and consultants. The Macau-based company takes its name from the territory’s geographical coordinate on the Earth’s surface—113 degrees of longitude East. It’s an assertion of the business’s physical link with the Macau community but also an echo of its global reach. 113 East has networks in Australia, Europe, United States and South America. Mr Rogers says his motivation in setting up the company was to provide an alternative to standard supplier-distributor arrangements.

“There was a void in the market for strong, partnership based supplier-distributor relationships,” he says.

Strengthening partnerships

“Many distributors are standoffish with their clients—they’re reluctant to give out market information and involve them in the business,” suggests Mr Rogers.

He has 14 years of gaming industry experience and says he understands the business needs of both Asian and Western suppliers. With a team of on-the-ground partners in key Asian markets, he navigates potential pitfalls including political and cultural hurdles.

“To deal with operators in places like Cambodia, many suppliers from the US and other Western markets want strategic partners that sit on both sides. I can communicate with them and provide all the required reporting and use my networks to open their business to new markets,” he states.

Before branching out on his own in October 2007, Mr Rogers worked for Stargames, then Shuffle Master, for 10 years.

“In 2006 I was brought over to Macau to establish and manage Shuffle Master’s Asian business. I successfully built the Macau office from three people to almost 20 in two years. My ride with the company was great in terms of professional development. I obtained key management roles as the business transitioned, built up tremendous global networks, and developed a varied skill set which prepared me to run my own business. I learned everything, from sales and marketing, to finance and reporting, and even a bit of game development,” he explains.

Clear vision

The catalyst for 113 East’s establishment was a growing desire to, as he describes it, “put it all on the line and back myself”. “I had always wanted to work for myself and knew I had to at least try—I’d prefer to fail than to never give it a go,” he explains.

With the support of his wife, Kylie, and a few positive omens, like receiving a telephone number that ended with 113, he threw his hat in the ring.

“113 East’s philosophy is to support good ideas. The products I represent have to have an angle, and I have to be able to work with the people behind them. I am building my reputation on representing quality products and reputable suppliers—that’s especially important in a small market like Macau which contains the biggest players in the world.”

After turning down approaches for representation from a number of slot manufacturers, Mr Rogers struck a distribution and long term consulting deal with Weike Gaming Technology, a supplier of gaming machines, electronic table games, gaming management and jackpot systems in Asia. Providing sales and marketing support as the company’s Director, sales and marketing, he also helped recruit its game development manager and production manager and restructure its sales and marketing teams.