Jothy Sitharthan, CEO of Macau-based gaming product distributor, consultancy and analytics firm Aramont, discusses his unique life path from a small village in Malaysia to playing an integral role in the largest land-based gaming market in the world.
Ben Blaschke: Thanks for speaking with IAG, Jothy. You’ve been CEO of Aramont Company Ltd for almost a decade now. Can you tell us a bit about Aramont?
Jothy Sitharthan: Aramont is a subsidiary of Vision Entertainment Group, a Macau company with interests in Gaming Consulting services and Management and Data Analytics, with regional offices in Hong Kong and Vietnam.
We are a Macau-based gaming supplier and distributor that specializes in the sale, leasing and refurbishment of gaming equipment and a provider of technical services. Over the years, we have built strong relationships with both casino operators and technology partners, and we hold key licenses and accreditations in core markets such as Macau and the Philippines.
We are proud to be the distributor for renowned technology brands like APEX for Macau and CERONIX for Asia, and most recently Tronius Gaming across several Asia-Pacific territories such as Macau, Philippines, Malaysia, Singapore, Vietnam and Cambodia. We have also partnered with Mongterang from South Korea and are focusing on developing new, first-to-market technologies and offerings within the AXPRO suite, which includes the iVideo, iBonus and iTax modules, where the “I” stands for “intelligent” as we work on integrating AI-powered features into our products.
The iVideo capturing and live-feed features provide both operators and regulators with faster and more accurate dispute resolution, delivering greater peace of mind for players, operators and regulators alike. At the same time, the iTax module automates tax/W2G monitoring, which is a game changer for the North America market. The symbol-based bonusing, part of the iBonus module, introduces a new level of excitement by delivering bonusing in a new and intuitive manner for slot players while allowing operators to create their own unique bonus features that go beyond the traditional limits of device or system-based options.
In the future, we plan to expand the range of our offerings with the iRewards and iTracking modules.
Regarding the strategic partnership with Tronius Gaming, Aramont will be introducing advanced Electronic Table Games (ETGs), Smart Tables, Live Table Jackpot System and immersive game content in these regions.
BB: What is your history with the company?
JS: I co-founded the company in 2016, initially focusing on equipment maintenance and refurbishment services. Over the years, I have been responsible for completing our licensing processes with the DICJ and PAGCOR, as well as developing and executing all of our distributorship and sales agreements. Today, I am focusing on driving all our developments and strategies on the technology front.
BB: As a key distributor of gaming products across the Asian market, what are some of the key trends and innovations you are seeing in the industry right now?
JS: Generally speaking, I would say that casinos are upgrading with next-generation slot cabinets that feature curved screens and advanced touch controls, as well as integrated system analytics and multi-game stations to increase player engagement. However, we haven’t seen many significant or groundbreaking innovations in the application of technology on slot floors. At Aramont, we aim to develop and introduce entirely new technologies that are set to change the way slot floors are managed in the future. We are particularly focused on developing technological solutions that address specific pain points in our industry, along with unique and niche features for operators and their customers, as well as regulators.
For the table games segment, the smart table technology is quickly becoming the most pivotal innovation in Asia. I believe this technology has the potential to take table games play to the next level, thanks to its accurate tracking and real-time player-evaluation capabilities by RFID and AI automations, so we are closely monitoring these developments. This technology will provide valuable guidance for operators and empower them to optimize customer identifications, targeted offerings and personalized services with unprecedented efficiency, and we want to be on top of these trends.
BB: Your career experience includes time on the operator side with Melco and on the supplier side with Bally’s and Weike, among others. How has that helped you in your current role?
JS: Yes, that’s correct. I have worked in operations in Macau for Tiger Slot, and then for Melco where I helped open City of Dreams. After that, I moved to Bally’s, where I oversaw their system business in Asia-Pacific, and later to Weike where I managed their Business Development segment, among other responsibilities. I’ve covered all the bases, so to speak.
These diverse experiences allow me to understand and appreciate the pressures and goals of the operators we work with today, as well as the perspectives of regulators from various standpoints. I don’t approach things in a one-dimensional way and I try to see all the angles. This understanding helps a great deal in ensuring that we meet and exceed the expectations of our customers, whether they are operators, product and equipment manufacturers or regulators.
BB: Can you tell us a bit about your background? Where did you grow up and what are your childhood memories?
JS: I was born in Malaysia, and I am a second-generation Indian-Malaysian from Sungai Petani (town) in Kedah (state). I attended a local Tamil elementary school and later went to a local high school. Growing up in a small village surrounded by jungle, my childhood memories are filled with natural landscapes and outdoor activities, such as climbing trees and pond fishing. I was raised in a wooden house and was very active in sports during my youth.
I recall people drawing circles on the ground and using marbles and coins to play games. That was probably my first exposure to any form of gambling.
BB: Did you have any early ideas of what you wanted to do for a career, and how did you wind up working within the gaming industry?
JS: My earliest career aspiration, dating back to my school days, was to become a doctor. However, due to circumstances, I entered the workforce at a young age. I worked as a pizza delivery boy, golf caddy and also did some construction work. I began my journey in the gaming industry as a Slot Supervisor in a club in Malaysia, where I managed 10 machines. From there, things progressed naturally and I’ve never looked back since.
BB: Was it love at first sight?
JS: My relationship with this industry has evolved and matured over time rather than occurring in an instant. I am grateful for the lessons it has taught me about the dynamics of various lifestyles based on customer types (mass, premium and VIP), the different regulatory postures and environments in each country, the diverse business visions of local and international operators and the various cultural and behavioral triggers that influence the psychology of everyone involved in this field.
BB: What brought you to Macau?
JS: Quite frankly, I was simply drawn by the potential of the gaming industry in Macau and I wanted to be a part of it. In 2005, Macau Tiger Slots was hiring staff for its opening. My best friend purchased a suit for me and lent me US$1,000 so that I could travel to Macau for an interview, since the majority of my early salaries went towards meeting my family needs at that time. After an industry colleague introduced me to Michael Jensen, I had an interview at Tiger Slots where I worked as a Shift Manager for two years before being promoted to GM.
I moved from Tiger Slots to take on the role of Manager of Gaming Machines at City of Dreams and was promoted to Director after one year. Following that, I served as the Director of Systems for Bally’s Asia-Pacific, then took on the role of VP at Weike. Ultimately, I was COO overseeing five slot clubs for CY Management, a publicly listed company. In 2015, my dream of becoming an entrepreneur finally came true when I co-founded Vision Entertainment Group, and later in 2016 Aramont was incorporated.
BB: You have enjoyed a front row seat to Macau’s highs and lows – but mostly highs – over the years. What is your view on the current Macau gaming market?
JS: I arrived in Macau in 2005, shortly after Sands Macao opened, and when the frenzied development of gaming, led by international operators, had just begun. In those early days, other areas of the local economy and society didn’t develop at the same pace, and I have seen the local government address these challenges very effectively throughout the years.
More recently, the global pandemic, albeit unfortunately, has provided a much-needed pause for the industry to restructure from a VIP-centric model toward a more stable, healthier mass market model, with sustainable long-term growth. In essence, I see a mature market that has been able to withstand and adapt to multiple challenges and has a very bright future ahead of it.
BB: What do you enjoy most about your job and being part of this industry?
JS: What I enjoy most about my job and being part of this industry is that it never sleeps, like me. It’s a 24/7 operation, 365 days a year. There is constant competition, which creates an environment where innovation and the development of new and bold ideas can really flourish and thrive. This continuous energy is what keeps me engaged, excited and motivated at all times.
BB: Your job no doubt requires a fair amount of travel around the region. Do you have a favorite destination, be it for work or pleasure?
JS: When you travel as much as I do, home becomes the most cherished place. I’m proud to call Macau my home. There’s nothing quite like the feeling of returning to my family and hugging my wife and son after an international flight.
BB: What do you like to do outside of work to relax?
JS: I am really a simple, down-to-earth person who loves cooking Indian food. Crab curry and sardine curry are my forte. I also enjoy watching Tamil movies and listening to Tamil music. These are the simple activities that keep me connected to my cultural heritage.
BB: Finally Jothy, what can we expect from Aramont in the months ahead?
JS: In addition to our well-established gaming equipment distribution, we are thrilled about our new partnerships with Tronius Gaming to bring new and exciting products into the region, and our collaboration with partner Mongterang for the development of our AXPRO suite, which I mentioned earlier. We received overwhelming interest at the latest G2E in Macau from operators who are enthusiastic about our AXPRO products.
We are particularly thrilled about our 24-month pipeline, which includes additional modules and machine-learning (AI) functionalities currently under development. As they say, watch this space and stay tuned for updates! Our upcoming product and feature releases will greatly benefit industry operators and regulators alike, and we look forward to unveiling and sharing them over the next six months and beyond.
