Inside Asian Gaming

IAG MAY 2023年5月 亞博匯 26 COVER STORY A sia’s casino floors are changing. Once considered a mere afterthought to the traditional gaming powerhouses of the United States and Australia, Asia has emerged as a global powerhouse in its own right – not only home to the world’s biggest gaming market in Macau but also the birthplace of the modern-day integrated resort. Spurred by this confluence of leisure and luxury, players are evolving too, leaving suppliers with a vast array of fresh challenges in meeting the needs of emerging jurisdictions and the diverging tastes of a more mature customer base. “Gone are the days where it was all high volatility [slot machine] games in Asia,” says Charles Seo, Senior Director Product Management – APAC for IGT. “Now there is this real mixture of player types we need to cater for, with some demanding an entertainment focus while others still want that more volatile experience – all while still on the main gaming floor.” “There are certain unique factors across the Asia market these days,” adds Seo’s compatriot, IGT Sales Director for Asia, Michael Cheers. Whereas once upon a time suppliers would take well- performing products out of Australia and ship them straight into Asia with little to no tweaks, today there is widespread recognition that Asia is very much an animal of its own – or an entire herd, to be more accurate. “Jackpots are a good example,” Cheers continues. “If you took Australian jackpot parameters from a successful linked jackpot product and just exported it, as is, to the Philippines now, it would be a very high risk move. “The Philippines is a leading link market with up to 70% of its floors being linked, and as such it has some very specific requirements such as higher start up values – significantly IGT Sales Director for Asia, Michael Cheers IGT亞洲銷售總監Michael Cheers