Scientific Game

New direction, new ambition as IGT sets its sights on Asia

Friday, 17 November 2017 07:12
Share
Visit us

By Ben Blaschke

IGT Managing Director Asia-Pacific, Andrew Hely, says the company is well placed to significantly increase its Asian representation following a corporate restructure that has “re-empowered” the region.

The global gaming giant unveiled a series of titles at this week’s MGS Entertainment Show that IGT believes represent a new direction for the company, with Hely confident they will signal a resurgence in the key Macau market and beyond.

“We still think that we’re under-represented in this market in Macau and that this is the opportunity for us in terms of what we can do with that,” he told Inside Asian Gaming.

“There has been a lot of talk about market-attuned products in recent years. One thing we’ve focused on doing is to move away from just skinning a US game with some Asian themes or graphics and trying to get to the core of the game and making sure that we’ve got a math model that is attuned to the particular marketplace. Once we get that right we can ensure everything else is culturally attuned around that in terms of theming and graphics. It’s a combination of things that we think are going to work better than in the past.”

Previously with IGT for 14 years before spending three years at Australian slot machine manufacturer Ainsworth, Hely’s return was one of a number of key personnel changes for IGT in 2017 as part of a plan to “re-empower the regions.”

Crucially, that has meant providing a Managing Director for each of the company’s key regions across the globe with Hely now in charge of steering the ship in Asia-Pacific.

“We had a redefinition of the business from an Asia-Pacific point of view,” he explained, noting similar moves had been made in APAC, Europe, East Africa, Latin America and the Caribbean.

“In my region, for example, we’ve always had a strong studio in Sydney and Melbourne but we have now also taken over the Beijing studio. Beijing is now under the APAC umbrella and away from the US umbrella. Our task now is to harness those resources and synchronise that with the other efforts that are occurring to ensure we have the right products in the right areas here in Asia. There is a much stronger correlation here in this region than from bringing a product in from North America.”

For Hely, developing titles specifically for individual Asian jurisdictions is the goal, however Macau stands out as a key focus with the company’s new Hyper Hits and Prize Disc series of games set to be officially launched at G2E Asia in May.

“I think that some of our representation at the new property openings in Macau in recent years has not been what IGT expects from an international point of view, so that’s a point for improvement for us,” he said. “Again though, there has to be the level of commitment and effort from us to bring the right products to the marketplace. I think this is the beginning, this is not the end point. This is the start of a new wave of games.

“The positive for us is that we have very strong operator sentiment here in Macau, they are looking for some strong alternatives and we think that if we have the right product, we already have the right relationships to leverage. The rest is just going to come down to performance.”

 

What's new

MGM Cotai, Imperial Pacific Resort race to meet 2018 launch dates

MGM Cotai, Imperial Pacific Resort race to meet 2018 launch dates MGM China CEO and Executive Director Grant Bowie says the company is confident its new US$3.4 billion Macau integrated resort, MGM Cotai, will be ready to open by 29 January despite having yet to receive license approvals. Speaking to Macau government broadcaster TDM, Bowie said that MGM China was... Tuesday, 12 December 2017 06:10

Macau seeks measures for removal from EU list of “non-cooperative” taxation jurisdictions

Macau seeks measures for removal from EU list of “non-cooperative” taxation jurisdictions The Macau government says it is “maintaining close contact” with mainland China authorities on the adoption of the Convention on Mutual Administrative Assistance in Tax Matters – an initiative of the Organization for Economic Co-operation and Development (OECD) it believes would be helpful in ... Tuesday, 12 December 2017 05:53

Property developer unveils AU$150 million plan for Townsville casino surrounds

Property developer unveils AU$150 million plan for Townsville casino surrounds A local property developer has unveiled plans to build an AU$150 million resort surrounding Queensland’s The Ville casino in Townsville, which he describes as “the best site of any casino in Australia.” The concept plans were designed by specialist resort planners Gary Hunt Architects and Pur... Tuesday, 12 December 2017 05:25

Macau gaming lawyers receive global acclaim

Macau gaming lawyers receive global acclaim Two of Macau’s most highly credentialed gaming lawyers have been named in the 2018 Chambers and Partners 2018 Asia Pacific rankings – an annual list of the world’s top lawyers and law firms in their respective areas. MdME’s Rui Pinto Proença and Bruno Nunes from BN Lawyers were among just ... Tuesday, 12 December 2017 04:52

Current Issue

2017 Inside Asian Gaming Power 50: Meet the Selection Panel

2017 Inside Asian Gaming Power 50: Meet the Selection Panel Andrew W Scott CEOInside Asian Gaming Inside Asian Gaming’s CEO first entered a casino in 1986, fell in love with the surrounds and has been around them ever since. Andrew founded World Gaming Group and launched WGM in 2009, took over IAG in 2015, debuted a third magazine called High Life in ... Tuesday, 05 December 2017 19:28

2017 Inside Asian Gaming Power 50: Ten Years On

2017 Inside Asian Gaming Power 50: Ten Years On A decade of making the Asian Gaming Power 50 By Andrew W ScottIAG Asian Gaming Power 50 selection panel Chairman EVERY year for the last decade, Inside Asian Gaming has completed a task that is fascinating, exhilarating, intellectually stimulating and industry-defining whilst simultaneously bei... Tuesday, 05 December 2017 19:12

2017 Inside Asian Gaming Power 50: Number 19 -  James Murren

2017 Inside Asian Gaming Power 50: Number 19 - James Murren 19 James Murren CHAIRPERSON AND EXECUTIVE DIRECTORMGM China Holdings POWER SCORE1,165 LAST YEAR12 CLAIMS TO FAME • Chairman of the world’s second largest casino company • Credited with keeping MGM Resorts afloat during the GFC If the strong domestic results achieved by MGM China’s pa... Tuesday, 05 December 2017 14:44

2017 Inside Asian Gaming Power 50: Number 18 - Chen Lip Keong

2017 Inside Asian Gaming Power 50: Number 18 - Chen Lip Keong 18 Chen Lip Keong CEO AND EXECUTIVE DIRECTORNagaCorp POWER SCORE1,234 LAST YEAR20 CLAIMS TO FAME • Casino monopoly within 200 kilometers of Phnom Penh runs to 2035, license to 2065. • Owns 65% of first gaming company ever listed in Hong Kong • NagaWorld extension Naga2 debuted in Novemb... Tuesday, 05 December 2017 14:39