Scientific Game

DIAMOND Mine

DLV offers Asian operators quality, internationally-certified wide screen slots at competitive cost

Wednesday, 03 August 2011 17:23
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Latvia’s DLV is creating a niche for itself as a slot supplier principally to Asia’s newly emerging markets—thanks to competitive pricing and reliable quality.

At G2E Asia, the company showed off its latest DIAMOND Wide Screen cabinet and DIAMOND Slant Top, loaded with games from the DIAMOND GAMES Premium series.

DLV says an effective way to enter a market is to place the products on a revenue share basis. An example in Asia is Cambodia. The revenue share strategy allows the machines to prove themselves in the market. The market data from the project can then be used as a reference point for potential buyers.

“Our business model is generally revenue share with venues rather than outright sales—though of course we are flexible to the needs of individual markets,” says Michail Volokotkin, DLV’s Chairman.

“We offer operators quality products in terms of the materials we use and the maths of the games—but at a competitive price. Jewel Jackpot for, example, was developed for the Latvian market but it has been very successful in other markets, including in Asia. It has a mystery progressive jackpot, and can be offered either as a standalone product or linked to a network of up to 254 machines.”

Mr Volokotkin adds that DLV machines are also built to be easy to service by DLV’s local service agents—an important consideration when the customers may be many thousands of miles from the company’s manufacturing base in Eastern Europe.

“On the DIAMOND Wide Screen cabinets the management systems are now all in the front panel of the machine—including ticket in-ticket out, and the client card port—for ease of access,” explains Mr Volokotkin. “There’s also space in the cabinets to put two coin hoppers inside for those markets that still use coins.”

DLV’s sales campaign in Asia will be the responsibility of gaming industry veteran Herman Van Lishout, who recently joined the company on a consultant basis as International Sales Manager.

DLV already has good insight into the needs of smaller gaming operations—particularly the needs for operational and cost flexibility. As well as manufacturing slot equipment, the company runs slot halls in its home market, as well as in South America and Asia.

“We do test all our products first in our gaming halls in Latvia. That helps us to see where we need to make any adjustments,” he says.

“We try to make the perfect machine for the small venue. For example, on our cabinets in Jewel Jackpot you can use the top screen for marketing without the need for additional overhead jackpot signage. You don’t need that extra, specialised, equipment, and this helps us stay competitive on price.”

DLV is making a considerable effort in putting its products through international certification processes. The company says it’s a good way of indicating to the market the quality and safety of the products and is in any case a growing requirement of cross-border sales in most markets. Some smaller suppliers don’t have international certification for their machines and are thus limited to selling into unregulated or lightly regulated markets.

“In Latvia we have NMi certification and in Peru our products have BMM certification. We are expecting GLI certification of our slant top cabinet and games in August. We’re confident that will be another major selling point in Asia,” states Mr Volokotkin.

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