IGT making meaningful progress in Asia: Michael Cheers

Nov 21, 2019 Newsdesk Latest News, MGS Entertainment Show 2019  

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Gaming equipment provider International Game Technology Plc (IGT) is “making meaningful progress across the Asia region”, says company sales director for Asia, Michael Cheers. In order further to fuel business growth, IGT plans to introduce new products to the region in 2020.

“We’ve boosted our local product management and are driving more locally-developed products out of our Asia-Pacific studios, which has meant triple the number of game approvals in the region,” Mr Cheers told GGRAsia when asked about IGT’s performance in Asia in 2019.

He added: “The games we’re releasing are delivering strong performance across South Korea, Singapore, Macau, Philippines, Vietnam, and Cambodia. Overall, we’ve renewed IGT’s expanded Asia game library and this is enhancing our customers’ confidence in our offerings.”

Mr Cheers’ comments were given in written answers to questions from GGRAsia, and sent to us following IGT’s participation in MGS Entertainment Show 2019, a casino industry trade exhibition and conference that took place in Macau last week.

He said highlights from the company’s exhibit (pictured) at MGS Entertainment Show 2019 included “Ying Cai Shen”, a new, multi-level progressive theme available on IGT’s CrystalCurve cabinet; and the “Fortune Gong” linked theme family – including the “Dragon Dynasty” and “Phoenix Rising” games – available on both the CrystalCurve and CrystalDual 27 cabinets.

IGT also displayed at the trade show the “Forbidden Beauty” standalone core game, and the “Cash Cove Fish On” game package.

New product in the pipeline

For next year, IGT was “maintaining” its investment in games for Asia “and widening the path we’ve set this year,” said Mr Cheers.

“We’re continuing to invest in ground-up development focused on Asia and led by our Asia-Pacific studios,” he stated.

IGT planned to introduce in 2020 new product families in Asia designed for its CrystalDual 27 and CrystalCurve cabinets, noted Mr Cheers. The firm also wanted to “build on the success of high-performing core game math models, such ‘Scarab’, ‘Golden Egypt’, and ‘Fortune Coin’, along with new art packages.”

The gaming equipment manufacturer additionally had plans to introduce “additional base game titles” to its existing link families.

“We’ll be expanding our current link games, such as ‘Ying Cai Shen’ and ‘Golden Palace’,” said Mr Cheers. “We’re providing more flexible options for operators by offering more games on both CrystalCurve and CrystalDual 27 cabinets, including compelling standalone games like ‘Forbidden Beauty’ and ‘Dragon’s Gate’, which are coming soon to the Asia market.”

IGT is as well aiming to increase its share in the casino systems market in Asia. “Our systems portfolio is growing, and we’ve recruited more sales people to help support our customers locally,” said Mr Cheers.

Some of the casino system products IGT plans to promote in Asia in 2020 aim to capitalise on the widespread use of smartphones among people in the region.

Players in Asia were “increasingly using digital for cashless payments, and opting-in to mobile marketing messages” for what Mr Cheers termed “frictionless engagement” with their favourite providers of services.

He added that as a consequence IGT was putting forward products whereby player smartphones could be used as secure digital wallets for payments inside a casino property – including for cashless transactions with gaming machines – or as a customer loyalty card. That would “increase player convenience and operator productivity,” said Mr Cheers.

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