Inside Asian Gaming

inside asian gaming May 2014 78 Going Local Stoked by a pipeline of new games designed in Asia for Asian players, IGT ’s ‘market-attuned’ strategy is making its impact felt in Macau and across the region “Macau is unique, and our hope is that over time democratization of gaming will show a preference for slot machines, and we’ll all benefit from it.” Eric Tom , executive vice president of global sales with the maths—big wins favored over extended time on device—that Macau’s predominantly Chinese players, in particular, prefer. “You have to satisfy the need for high volatility,” Mr Tom explains. “The math really comes out of the demand, where players are there for a weekend or a very short period of “The math really comes out of the demand, where players are there for a weekend or a very short period of time and trying to maximize the experience, maximize trying to win money. … The whole notion of luck and fortune and doing the right things to bring yourself good luck are part of the experience. Games that are of the right color, the right symbol designations, that right familiarity and comfort, all are very important.” G lobal slot giant International Game Technology sees a world of opportunity in Asia and is gearing up to capitalize on it at this year’s show. “We have been on probably a two- year journey that began with really intense market research,” says Eric Tom, executive vice president of global sales. “We had been anticipating the growth in Macau and the Philippines over the upcoming two to three years. It became a very critical marketplace for us to get a larger share on the floors that had yet to be established.” The fruits of this effort will be on abundant display at G2E Asia 2014, highlighted by new titles that include Fu Lu Shou Lucky Dragons, Azure Dragon, Dragon Fairy, Harmony Riches and Yin Yang. All are ready for sale and designed to expand IGT’s footprint in Macau and around the region with themes that emphasize ideas of “luck” and “fortune” and equipped time and trying to maximize the experience, maximize trying to win money.” As for the look and feel, “The whole notion of luck and fortune and doing the right things to bring yourself good luck are part of the experience,” he adds. “Games that are of the right color, the right symbol designations, that right familiarity and G2E ASIA 2014