Courting Asia

Cadillac Jack seeks to build on its success at home  

Cadillac Jack, a leading supplier of gaming equipment to the United States and Mexico markets, has ambitious plans to extend its reach into Asia.

The company recently showcased a selection of its popular slot products at G2E Asia 2009 in Macau in collaboration with Silver Heritage Ltd, the Hong Kong based operator of Asian electronic gaming rooms.

In the Americas Cadillac Jack is particularly strong in the supply of equipment to the Native American casino market, as well as to the growing Mexico gaming market. Both of these markets are strongly value and price driven—from both the operators’ and the players’ perspective.

Cadillac Jack believes its experience in these value-focused markets will give it a good opportunity to sell into the equally value-focused emerging gaming markets in Asia.
Upward and onward

“We strive to develop content and technologies specific to the needs of each of the markets that we serve, whether it is Native American Class II or Class III slots, traditional Latin-style Bingo for the Mexico market, or specific themes and features suitable to the various markets in Asia,” says Mauro Franic, Cadillac Jack’s Vice President, Product Management & Marketing.

“When you serve the needs of the customer effectively, then you have the opportunity to be successful in any market,” he adds.

“Understanding what matters to our clients is the driving force behind everything we do. By recognising their priorities and challenges, we can develop and deliver the right solutions to ensure the continued success of their business.”

In Asia, those priorities and challenges include budgetary limitations, both from the operators’ and players’ perspective and also often regulatory caps on maximum betting and on size of jackpot.

Strength and Experience

Cadillac Jack is well positioned to tap in to this demand. Although its core market, the United States, is a single country with a central government, casino gaming there is regulated on a state-by-state and tribe-by-tribe basis. This means that Cadillac Jack is constantly rising to the challenge of fine-tuning its product offer for scores of individual markets and scores of different regulators. It’s achieved this by extending the range of its products and by making those ranges as flexible in terms of functionality as possible.

“Our focus has always been to develop compelling, feature rich products that create exciting gaming experiences for players while increasing profitability on the game floor,” explains Mr. Franic.  “To realize this goal, we constantly evolve and improve our technology, which has allowed us to increase game performance and incorporate a variety of entertaining bonus features that attract players and provide a strong value proposition for our partners.”

“We believe this principle can be applied successfully in Asian markets,” noted Mr. Franic.  

Flexibility

This provides flexibility in dealing with the regulatory requirements of its different markets. This flexibility could greatly assist the company in its entry into Asia. In Macau, for example, the demand is for Class III machines with on-board random number generators. In some other Asian markets, Class II machines operated on a community gaming or bingo-based system, where players compete against each other rather than the house, predominate.