Inside Asian Gaming

29 28 ore than 265 companies came to London’s Earls Court in January to display their wares to amarketplace that has become truly global in size, reach and diversity. The expanded 2007 International Casino Exhibition saw visitation from outside the UK growby 25.5%tomore than 7,200,about 60% of total attendance. More than 110 countries and jurisdictions were represented. Visita- tion from the Far East and the Pacific Basin, from the United States and from Central and South America all were up significantly. And attendees were not disappointed by what they saw and experienced. The following innovators represent just some of the highlights. Maximizing impact AINSWORTH GAME TECHNOLOGY Things are looking up for Ainsworth Game Global Gateway A parade of international innovators marches through London for ICE 2007 Technology under new CEO Danny Glad- stone. Ainsworth maximized its ICE impact with the European roll-out of its new Ambassa- dor Slimline cabinet, an optimal solution for the continent’s more space-constricted slot floors, featuring an eye-catching 26-inch LCD screen, an embedded platform by Microsoft, enhanced 3-D simulation and loads of play- er-interactivity extras. Europe also has seen the release of three of five games on the company’s new Multi Play slot, powered by the improved Ambas- sador Excell platform. The buzz around Multi Play was audible at the show. “We expect this product to be extremely successful not just in Europe but internationally,” said European GM George Steiner. Said the man himself, Len Ainsworth, chairman of the board: “Our ability to stay abreast of local requirements and deliver timely technology is certain key to our future growth. We’ve been successful in that direc- tion up to now and hope to maintain that success in the future.” ‘Moving forward’ ALFASTREET Alfastreet chose the London show for the world premiere of its new C Line multiplayer platform. A significant advance on conventional multiplayer thinking, the highly flexible C Line has 12 player stations, as opposed to the standard eight, and can be configured to ac- commodate up to 24 stations. These can be upgraded to more as demand warrants. The C Line also can be fitted for the popular Asian dice game Sic Bo. An emphasis on player interface, the ob- vious next step in multiplayer technology, is another outstanding feature of the C Line. In- dividual screens are adjustable. Table design and surfaces can be customized to enhance comfort and ease of play and property pref- erence. “Alfastreet is moving forward to take an- other step in terms of player-friendly inter- face,” Marketing and Sales Manager MatjaÏ Petek said.“We have some interesting devel- opments that will follow during 2007.” Big releases ARISTOCRAT TECHNOLOGIES Aristocrat Technologies doubled the size of its stand at ICE 2007, the better to showcase the wealth of solutions the Australia-based slot giant encompasses under a single ban- ner —“Experience More.” “Basically, this is our big release of the year,” said International Marketing Manager Graeme Tooth, speaking of the 20 new MKVI game titles that saw their European debut in London in January. Among the standouts, judging by the crowds,was the 100-lineWild Panda, the latest entry in Aristocrat’s hugely successful low-denomination strat- egy, and the Hyperlink-based “Zor- ro,” a smartly themed touch-screen game with four jackpot levels and a full five bonus features, including a free-game feature. PokerPro Heads Up, an exciting one-on-one version of the innova- tive electronic multiplayer game, was another big hit. “The ICE show is a great plat- form to launch new products and strengthen relationships with our customers in the region,” said Nick Khin, executive general manager for Europe, the Middle East and Africa. Scaling new heights ATRONIC INTERNATIONAL Atronic roared into London with King Kong Cash, an exciting multi- level progressive concept that takes the company’s popular emo- tion platform to new heights. With a dramatic display that won’t be overlooked on any casino floor, King Kong Cash features four jackpot levels, bonus rounds, in- cluding a“mystery”bonus and free- game extras, and the total package includes enhanced graphics, inno- vative flat-reel technology and the flexibility of multi-denominational play. In addition to three new titles, King Kong Cash will be bolstered with regular software updates so the player experience is always fresh and fun. A second and daringly new linked pro- gressive,“The Game of Life,” received a simi- larly warm reception from the ICE audience. “Life” takes progressive jackpots to a new level, literally, with five prize tiers, and it features a highly entertaining bonus round based on the popular board game that lends the platform its name and imagery.The game currently is available in four titles, with more to come. Atronic also was pleased with the re- sponse — “excellent,” one company repre- sentative described it — to the sleek new, ergonomically efficient Harmony slant-top. ‘Exciting times’ BALLY TECHNOLOGIES These are “exciting times” for Bally Technolo- gies, said Executive Vice President and Chief Operating Officer Gavin Isaacs, and if ICE was any indication, the feeling is contagious. A center of attention in London was the new 26-inch CineVision monitor with its movie-quality resolution, enhanced sound and touch-screen capabilities and an array of comfort features designed to “immerse” the player in the gaming experience. As you’d expect, Bally also had a wealth of video and reel-spinning games on display, poweredby themuscular Linux-basedALPHA OS and new M9000 and S9000 cabinets. The company, in fact, was preparing for interna- tional release ahead of the show no less than 40 titles — among these a Spanish-language version of “Lucky Mon,” a 25-line progressive with loads of bonus and freegame features, and “Alaskan Sun,” fitted like Lucky Mon on the advanced M9000 and configurable for multiple lines and denominations. Of course, the Bunnies were out in force at Earls Court to underline the continued success of Bally’s “Playboy” video slots, which have parlayed one of the world’s most recog- nized brands into one of the most success- ful licensed game titles to be found worldwide. International focus CADILLAC JACK As a global leader in server-based games, ICE 2007 was a natural pro- gression for U.S.-based Cadillac Jack, which took the opportunity presented by one of the industry’s best-attended events outside its home country to showcase the range of its download- able technologies and a host of new video- and mechanical-reel titles. Several new Latin-style four- and six-card bingo games — “Medieval Legends, Universal Bingo, Mellow Yel- low” and “Carnival Bingo” — were on hand, each featuring a unique option that allows players to purchase ad- ditional balls for increased chances to win the jackpot. On the video side, highlights in- cluded “Genie’s Jackpot, Fruit Party, Surf Rider” and “Wildball Tsunami II.” Two popular reel titles,“Super Hot 7’s and “Reel Diamonds,” were on display as well,available in downloadable and stand-alone versions. The “Dr. Strangeluck” platform of multi-denominational games was also well-received. ICE was“a great way to kick off the year for us,” said CEO Mike Macke. “A M