Inside Asian Gaming

INSIDE ASIAN GAMING | 32 FEATURES A ristocrat is celebrating its 60th birthday this year with its gaze fixed firmly on the next 60, and that means there will be no resting on success. The slot-maker that exerts so dominant a presence across many of Asia’s casino floors, whose market-leading share in Macau is built on games—5 Dragons™, Fortune King™ and FA FA FA™ spring immediately to mind—that have come to define the slot experience for most Chinese players, is continually finding new ways to engage an ever-changingmarketplace. This means staying engaged yourself, with your customers and with the competition, tirelessly exploring the opportunities this presents to innovate, to push out the boundaries of what’s new and to think about established products, technologies and processes in different ways. Aristocrat is exhibiting at G2E Asia 2013 under the banner “Creating Asia’s Legendary Games,” a claim that speaks succinctly to the company’s ability to keep its hand hot with a portfolio uniquely tailored to the preferences of the region— like with its Legends™ series for extending the popularity of proven brands with new features and enhanced play mechanics and graphics. The formula was first tested in Asia two years ago with a Legends version of the Reel Power™ classic 5 Dragons. It offered higher win multiples and a spicy free games feature that lets players choose either a set number of spins with up to a 40-times multiplier or a “Mystery Choice” that randomly selects the number of games and the multiplier. The reception was enthusiastic, and 5 Koi Legends™ joined the series in 2012. This month, visitors Defining the slot experience for Chinese players—Fortune King Keeping It Reel Aristocrat confronts the challenge of market leadership by uncovering new strengths in today’s classic games while laying the groundwork for tomorrow’s Phoenix Riches on the Viridian Widescreen cabinet