page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80
page 81
page 82
page 83
page 84
page 85
page 86
page 87
page 88
page 89
page 90
page 91
page 92
page 93
page 94
page 95
page 96
page 97
page 98
page 99
page 100
page 101
page 102
page 103
page 104
page 105
page 106
page 107
page 108
page 109
page 110
page 111
page 112
page 113
page 114
page 115
page 116
page 117
page 118
page 119
page 120
page 121
page 122
page 123
page 124
page 125
page 126
page 127
page 128
page 129
page 130

Aristocrat Technologies Africa March 10 www. bus- ex. com 83 T ime moves quickly in the world of gaming. Although for many the fruit machine is the quintessential image of casino gaming equipment, these traditional coin- operated machines are rapidly being replaced by new and interactive technologies. One of the biggest names in the market is Aristocrat Leisure, a supplier of interactive gaming systems with over 50 years' experience and active in every continent in the world. Its head office is 15 kilometres north of Sydney, Australia. The company offers clients a unique holistic package comprising top- of- the- range goods with continued aftercare, and it is constantly investing in the production of new machines and games. Technological advances come thick and fast, and through customer surveys as well as research and development, Aristocrat is able to assess what will offer the best value to its clients in order to satisfy their customers' gaming desires. On top of the games and hardware, the company is also currently trialling prepay and loyalty card schemes for its customers. One of the most important things for any international company to remember is that all countries are not alike, even if they are in the same region or speak the same language. Two examples of how Aristocrat has adapted itself to individual countries are its operations in the US and South Africa. Anyone watching a television programme that features the inside of a Las Vegas casino will see the rows and rows of customers playing traditional slot machines- a testament to their popularity in the country. Although Aristocrat no longer produces mechanical gaming devices, it has succeeded in accommodating this preference into its digital interactive products. By producing a machine that retains the traditional mechanical feel, players keep the experience they want while clients have the benefit of state- of- the- art digital technology. Aristocrat's newest division is Aristocrat Technologies Africa ( ATA), which is based in South Africa. Although it is a world- renowned brand, ATA started out as a much smaller business than its competitors in the region. The product of a 1999 management buyout of ALI Gaming Solutions, the company was able to offer clients a complete solutions package and thus set itself apart within the market. This holistic approach has enabled the firm to grow from these humble beginnings and become the biggest player in South Africa within 10 years. The company now provides gaming stations to such internationally recognised resorts as Gold Reef City Casino, near Johannesburg; and Grandwest Casino in Cape Town. William Wilsnagh, managing director of ATA, leads the company's marketing initiatives, promoting new developments from Australia to clients in sub- Saharan game nameofthe become international players are able to reap the Technologies Africa, however, has more than met and well- respected international business

Africa and the Indian Ocean islands. ATA's dominance in the region can be largely attributed to the successful marketing of its customer experience products- the huge success of the company's older games such as Queen of the Nile and Geisha secured its presence in South African casinos. While the popularity of these games continues to draw in customers, the excellent reception of new developments, such as 5 Dragons, has enabled ATA to count all 37 of South Africa's licensed casinos among its clients. In addition to traditional one- on- one style gaming, the firm is also able to offer solutions for multi- player games. The company's PokerPro table is one such solution, allowing clients to offer their customers a full range of poker games while eliminating the need for a dealer or manual player tracking. The provision of machines such as these, which reduce clients' costs, increase revenue and enhance the player experience, combined with the popularity of the company's games and the reliability " Aristocrat has been able to combine its local knowledge of customer requirements with its power as an international company" 84 www. bus- ex. com March 10