hat products are you presenting at the upcoming ICE show?
We will showcase key offerings from our our Gaming, Lottery, and Interactive business divisions
All of our outstanding product brands will be on display, including Bally, Barcrest, SG, Shuffle Master, and WMS.
A highlight of Scientific Games’ slot offerings will be the new TwinStar cabinet, which features dual, vivid, 24-inch full HD displays and debuts the new ArgOS state-of-the-art operating platform that combines and supports the best technology and game content from Bally and WMS.
Visitors to our ICE stand will see the second Duo Fu Duo Cai near-area progressive link featuring free games that can be endlessly re-triggered – Fu Babies. Following on the international success of Duo Fu Duo Cai, Fu Babies offers four progressive levels, the Bally ‘All Up’ game style, and will be featured at ICE on the games Fu Babies Diamond Eternity and Fu Babies Dancing Drums.
We will celebrate our London debut of several new titles from our hit licensed game library, including Michael Jackson Icon; The WIZARD OF OZ Not In Kansas Anymore; Elvis Lives; Iron Man Deluxe; and our Pink Panther Multi Game.
We will also unveil our skill-based game concept, Space Invaders Evolution, based on the Atari arcade classic.
SG Interactive will spotlight Remote Game Server (RGS) content featuring popular brands like MONOPOLY, Michael Jackson, Titanic, Wonder Woman, Wizard of Oz, KISS, Bruce Lee, Elvis, and more. Another highlight will be out SG Universe holistic mobile and desktop platforms including Mobile Concierge, VenueBet, Play4Fun Network, and Game Server.
Our Lottery division will showcase PlayCentral HD, and interactive self-service kiosk for lottery and instant and draw games, as well as PlayCentral EX, a self-service sport-wagering platform, among many other groundbreaking products.
Are you debuting any new products specifically designed for the European market?
Yes, we are excited to showcase a number of products specifically designed for the European market. Electronic table games have proven to be quite successful and well received in Europe, and at ICE we’ll have a number on display from our TableMaster Fusion, Fusion Hybrid, and i-Table lines. Featured content includes blackjack, baccarat, and roulette, and side bets Royal Match 21, Bet the Set 21, and Kings Bounty, all of which can be played concurrently.
From our games portfolio we’ll showcase our Game XChange Dynamic Multi-Game suite, which offers players more variety – up to 10 game choices on one machine – without leaving the comfort of their seat. Game XChange provides operators maximum flexibility and customization by allowing them to select which games they want from the extensive Game XChange Multi-Game library – rather than from a pre-defined suite. Each machine is basically its own mini casino, enabling operators to feature games that appeal to a specific demographic or type of player.
Another ICE product highlight is our new WMS S32 premium slant-top cabinet featuring the high-performing HOT HOT 8 as the first launch title, and follow-up games Tropical Fish, Dragons Over Nanjing and the new multi-level progressive Sons of the Dragon.
What’s your strategy to continue to gain market share in Europe?
Scientific Games’ overall mission is to empower our customers by creating the world’s best gaming and lottery experiences.
As it relates to casino gaming, for the European market we offer the most comprehensive product portfolio and the largest breadth of game platforms and content to meet the demands of Europe’s extremely diverse market. There are so many different game styles and game preferences in Europe across a large customer base. Our strategy is to leverage our product portfolio and utilize our wide range of game-development studio resources around the globe to continue creating an array of game styles to appeal to every player in Europe, from premium, entertainment-style games, to games that appeal to repeat players who enjoy the experience locally and as often as several times a week.
What are the strengths of the European market and where do opportunities lie?
The European market was hit hard by widespread internet gaming, followed by the economic downturn in 2008 and by restrictions and regulations that halted spending in several countries. But the market is starting to rebound and we expect the European casino gaming market to expand as the EMEA economy continues to improve.
We think there are great opportunities across the continent in both local, repeat-player markets and markets that are more destination focused. The diversity in player tastes across the EMEA is good for Scientific Games, because following our merger with Bally Technologies, we certainly have the industry’s richest and deepest product portfolio and the bandwidth in our development and innovation teams to offer the market-specific game content for all of Europe’s unique gaming markets.
Although we feel there are opportunities across all of Europe, we are definitely under-represented in Eastern Europe, so that market will be a focus for us in the years ahead.