Aristocrat Technologies has branded its participation in the ICE 2011 show (Earls Court, London – 25-27 January) as having a ‘sensational outcome’ following the most important and far-ranging series of landmark feats ever undertaken by the European arm of the Company. For three days in late January, stand 3415 at Europe’s premier trade show became the focus of Aristocrat’s global presence, attended by a significant number of senior executive officers and Board members.

Following on from November’s Global Gaming Expo in Las Vegas, Aristocrat’s ICE campaign continued the memorable ‘Are you ready…’ theme, adding a distinctive European flavour and an imposing show-floor presence packed with gaming innovation and an unprecedented number of firsts for Europe:
• the stand featured a packed house of new VIRIDIAN WS widescreen models and over 30 new game titles drawn from Aristocrat’s global portfolio, many with multi-denomination capabilities, available with optional Nteractiv LCD programmable buttons;
• exciting new game options included Hyperloop (comprising standalone game titles All Puffed Up! and Halloween Trick or Treat), Remix (Dragon Emperor and Don Quixote), Win Your Way (Captain Cutthroat and Big Sky) and Mega Pay (More Chilli and More Hearts), as well as the extended theme Multi Mega Pay (Gazellions and Fortune Fantasy) and Drag ‘n’ Drop (Imperial House), further on-stand highlights including the new Feature Top Box game Stuntman Sam and double standalone progressive theme Emperor Penguin;
• Godard’s Rockin’ Olives and Monster Boogie made their first outing in VIRIDIAN WS widescreen format, with other new link games comprising Cashman Fever and Tarzan – Lord of the Jungle, Tarzan swinging in the verveHD cabinet;
• two new games for the Spanish street market, Mystic Mermaid and Wicked Winnings were unveiled as well as the brand new standalone antebet game Aristocrat All Stars, the latter marking the first time that Europe has staged a global debut for Aristocrat;
• 2011 also marked the first ICE instance of a ‘future product zone’, featuring Aristocrat development concepts being tested for customer feedback;
• sporting a new identity, Aristocrat Lotteries made its maiden public appearance, showing off its Multix and new Belago true Server-Based Gaming video lottery solutions for Norway’s state-owned operator Nørsk Tipping and a selection of Comma 6b interactive video terminals currently rolling out across Italy in partnership with local concessionaire COGETECH;
• on-stand customer interaction featured a greater use of technology this year with handheld touchscreen-based product demonstrations and exit surveys to gain feedback on the many new innovations being released.

William Wilsnagh, Managing Director – Africa and Europe , Aristocrat Technologies, said: “With so much to see, customers were simply spoilt for choice and it fell upon an extremely focused sales team to help guide them through the plethora of innovation on display. At-show sales were extremely pleasing, helping Aristocrat get off to a fast start for the year. Furthermore, unlike previous shows where the portfolio launched in London has defined our year ahead, this was merely a taste of what’s in store for 2011 and we look forward to releasing more and more great concepts and innovations in the coming 12 months.”

Wilsnagh continued, “The response was highly encouraging and visitors left our stand with a true understanding of the customer-oriented development work Aristocrat is undertaking. The adoption of GLI11 standards in our new world base should also be realised as customers in Europe and Africa begin to benefit from a faster roll-out programme. I

“It is important that the market understands the full extent of Aristocrat’s acceleration towards more market-driven product development and the feedback we received at ICE, particularly on several test-marketing concepts, will prove invaluable in the product release plan we have in place for the next 12-24 months. The high level presence of senior Aristocrat executives at this year’s show demonstrates not only our building focus on Europe/EMEA and new and emerging markets, but also the increasingly important global role that ICE plays within the multi-faceted gaming landscape.” (E-02.10.11)

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