Inside Asian Gaming

June 2008 | INSIDE ASIAN GAMING 47 operations, marketing and business intelligence needs of operators. Aristocrat says the system offers new levels of excellence in the management of customer relationships and market intelligence. The suite has a particular focus on identifying player needs and then helping operators to make sense of the data in order to build improvements in the business. As well as dealing with core functions such as metering and reporting, the System 7000 PRIME Enterprise product line offers back of house, gaming and frontline applications. The company says System 7000 PRIME Enterprise represents an innovative approach to casino and gaming management, from Ticket In-Ticket Out (TITO) and Cash Redemption Terminals (CRT) through to the most powerful suite of gaming-related customer relationship management (CRM) tools and business intelligence (BI) in the market place today. Server based gaming Aristocrat Server Based Gaming (SBG) will also be displayed in the region for the first time at G2E Asia 2008. Aristocrat “SBG is the definitely where the future direction of the gaming industry is heading, combining games and network technology in a single system,” says David Punter, Marketing Director, Asia Pacific, Aristocrat Technologies Ltd. “The emergence of SBG in the Asian region will see gaming operations move from a fixed ‘game in a cabinet’ to a dynamic network allowing a whole library of games to be stored on a server and then deployed across gaming machines in a single venue or potentially even across a whole jurisdiction or country,”he adds. SBGwill also allownewstyles of games to be deployed, offer players greater choice in terms of game themes, game functions and customer service, and enhance operators’ ability to manage the games, says Aristocrat. Aristocrat SBG combines the strengths of centralised management of the gaming floor with the flexibility of an open system that can be integrated into the existing management structure of a casino,including its customer relationship system. Aristocrat says it has tailored its SBG offer specifically to meet the needs of its different markets, including casino operators in Asia, thanks to the support and input of the company’s global research anddevelopment departments. “The Aristocrat SBG system represents the future direction of gaming services and will ensure that Aristocrat will remain at the forefront of gaming in the region,combining our best games with this new technology,” says Mr Punter. Partnership with Microsoft A key element in Aristocrat’s ability to maximise the potential of its products and systems is its strategic ties with Microsoft, the world’s leading producer of computer software platforms. Aristocrat is certified as a Microsoft Gold Partner, and for the first time at a major gaming exhibition in Asia, Microsoft representatives will be at Aristocrat’s stand. The guest team will be highlighting the Microsoft Gaming & Hospitality strategy, with an emphasis on the value of system integration within casinos and the use of business intelligence to develop product offers and make guests’ visits even more enjoyable. Aristocrat signage Aristocrat will also be displaying some classic designs at this year’s G2E Asia, including a range of signage products that utilise the latest low-energy technologies, including LED and fibre optic lighting. According to the company, Aristocrat’s sign products can be customised so that finish, lamination and artwork suit the individual venue. Aristocrat believes the combination of striking looks with eco- friendly and money-saving technology is a winning combination.