Inside Asian Gaming

INSIDE ASIAN GAMING MAY 2018 60 is, by any measure, a new market. Should it parallel other, mature gaming markets around the world, Macau will look to the sustainable, mass-oriented appeal of slot machines as a greater percentage of gaming revenue. IAG: Asia is a very competitive jurisdiction in the slots market. What is Aristocrat doing on gaming floors to stand out from the crowd? CR: Aristocrat continues to strive to up the ante in terms of player experience – the slot machine itself, the game inside and the presentation on the casino floor. Our cabinet design plays a big role in terms of design, lighting and high definition graphics. Increasingly, LED sign packages feature our artists’ best work and really make the machines pop. IAG: What impact has the opening of new properties in Macau had on what Aristocrat is doing? Has what the operators are looking for changed in recent times as Macau has grown? CR: With new openings, competition in Cotai is intense. Operators have established and constantly look to create points of difference. Aristocrat has had to evolve our approach to placing product. We must align with the value proposition of the property; make sure that the mix is on point and our slot machines are configured properly. Cotai presents a well-rounded offering with lots of tourism opportunity beyond gaming. Aristocrat’s challenge is to identify and build entertainment opportunities for those who come for the Cotai experience. IAG: Can you tell us a bit about the products you will be featuring at G2E Asia this year? CR: Sure. We’ll do things a little differently at G2E Asia this year. We’ll look to mimic a live casino environment by sectioning our “We’re seeing a trend towards multi-denomination linked progressives and what we call ‘Hold & Spin’ features. Both mechanics were pioneered by Aristocrat’s Lightning Link which was built for Australia but has proven to be a global phenomenon.” FEATURES