The launch of IGT’s first-game development studio in Beijing as part of its revamped product strategy is starting to pay dividends, with the company now offering twice as many linked products as ever before, according to Senior Director Product Management – APAC, Charles Seo.
Speaking with Inside Asian Gaming at G2E Asia in Singapore last week, Seo revealed that IGT now offers a total of eight linked products – the most ever offered in previous catalogues was four – with 50% of products on its stand having been developed or led by the Beijing studio.
“Beijing is definitely playing a big role now in our ability to focus on locally-attuned product,” Seo said. “From a sound and graphical perspective, the studio brings that cultural component into the product.
“We’ve noticed the difference and you can probably feel that from five years ago until now, we’ve definitely we shifted the product strategy and it’s been fantastic.”
Asked how customers had responded to IGT’s offerings in Singapore, Seo explained, “From a product perspective, this is the biggest line-up of linked families that that we’ve ever had at G2E. Previously in the past, the maximum amount of linked products that we’ve had is four and now we’ve got a total of eight. That’s really been exciting for customers coming through the booth the diversity of products that we have.
“We understand that different players want different links and no one product fits all. That’s why every bank [at IGT’s booth] has a specialized or specific reason for development to cater for certain players, whether than be a traditional high volatility player or someone that wants a little bit more time on device for an entertainment experience. We cater to the whole spectrum of people and play experiences.”
It’s now five years since IGT first told IAG of its plans to reinvigorate the company in Asia, introducing a new corporate leadership structure while looking inward at its product portfolio in order to establish itself as a major player in key markets like Macau.
With the process now well underway, the company is now looking towards real growth on the back of new and recent link product releases such as Ying Fu Wa, Bu Bu Gao and the popular Ying Cai Shen.
“We have sort of been through a journey over those five years,” recounts Seo. “The first phase was our reset stage where we wanted to really reset where we were from a business and a game development perspective, and really understand what’s working and what’s not working. Our second phase from there was to stabilize the business and, more importantly, the studios.
“Getting that structure right and being more efficient in how we create games gave us the ability to now focus on our larger goal which is growth and we’re in the early stages of that growth.
“The next sort of 15 to 18 months, from an IGT perspective, you’ll see the growth not only from our quantity of products but the quality of products coming through.”
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