The economic downturn has been very tough and 2009 has been a very challenging year; recession has affected several markets and obviously gaming was included. Magic Dreams has reacted to this climate with very strong investments in order to face this situation with the most aggressive and strategic approach.

Magic Dreams General Manager Luca Gerardini said: “In a global situation like the one we lived in the near past we understood this was a very important moment for the market and for all the manufacturers. We understood that if we wouldn’t invest on R&D the company would have met much more difficulties in overcoming this period. For this reason we chose to invest on our product quality by developing the new platform Xtend, and, in the meantime, we chose to consolidate our strengths. We strongly believe this is a very good approach”.

Innovation is for sure what the Italian Company has pursue while developing Xtend platform, the new games and the new Jackpot launched at IGE2010. Gerardini is strongly convinced that Xtend gives to Magic Dreams the technological advantage needed to be even more competitive in the market: “The R&D department always works hard in order to develop something that is new and revenue-generating at the same time; Gaming doesn’t mean only “technology”; the most successful product is not just the one with the highest technological level in that moment. We have always to combine technology, mathematic, appeal… a good product must be the right mix between all these aspects and this is what our R&D is always pursuing.”

The result has been brilliant, during IGE Magic Dreams got very positive feedbacks from customers. Gerardini confirmed “We received very enthusiastic confirmations from both current and new customers on our new products; they were extremely impressed from the quality level we reached thanks to our new platform Xtend.” Magic Dreams has launched for 2010 six brand new games linked to a brand new Mystery Progressive Jackpot and a new Video Roulette.

Captain CA$H, the new Jackpot system just developed thanks to the powerful Xtend platform, will be one of the main characters of the business of Magic Dreams in 2010. The exciting atmosphere, the high volatility and the enthralling experience of each new game powered by the new platform, combined with the thrill of winning one of the 5 levels of Captain Ca$h (Mini Jackpot, Minor Jackpot, Major Jackpot, Maxi Jackpot, Grand Jackpot) create the perfect mix between players’ entertainment and operators’ satisfaction.

Captain CA$H is an incredible seek to the forgotten coffers lost in the old pirate wreck. The treasure of the money-hungry Captain Ca$h is waiting for the bravest pirate to be conquered again.

The benefits brought by new Xtend platform are evident; Vibrant Colour Depth, High Fidelity Sounds and Fast and Fluid Game Experience will leave the players out of breath. Linked to this exceptional Jackpot system, the Italian Company developed six new games: Xcalibur, Egyptian Mysteries, Happy Fish, Oriental Secrets, Return of the Phoenix, The Jungle II. Xcalibur is the 50 lines where only the brave can play.

Mythical Dragons, the powerful Merlin and the legendary Sword that everybody knows, are the features of this Medioeval-Fantasy game. The most famous Sword of the history appears on reels 1-3-5 only and it substitutes for all symbols on the reel except scatters and triggers. The Wizard Merlin triggers the free games while if three ancient keys appear in any position the bonus adventure will start. Suspense and the Unknown behind the mysterious rooms of the Camelot Castle will give to the player the exceptional thrill he wants.

Xtend also boosts the new high volatility 25 lines Egyptian Mysteries. The charming secret of the Egyptian Empire features this game with a golden atmosphere. Ancient Pyramids, the eye of Ra, Anubi and Cleopatra offers the most mysterious adventure on the market. The mystery is surely the main feature of this brand new game; even the Bonus game is extremely involving and enthralling. The players in fact will discover the three different Pyramid’ Secret rooms in which he can rise up to the highest level of this incredible bonus.

Magic Dreams developed also a new UnderSea themed game that will give to the player 100 good reasons to challenge his luck, this is Happy Fish. Happy Fish means fun multiplied for 100 lines. An exhilarating adventure under the sea…the player will be surely short of breath! Each player will start a never-ending holiday in the coral reef of this amazing game that is better than the reality because, under the sea, nobody can hear those wonderful sounds!

Besides brand new games, the Italian Company chose to convert three of its most revenue generating games to date onto the new Xtend platform. The main reason why is that players have appreciated so much Return of the Phoenix, Oriental Secrets and The Jungle that Magic Dreams decided not to stop this success and, consequently, to improve these games enriching them with the full sensorial entertainment that Xtend provides. In this way players will continue enjoying their favourite games with the added value of Xtend platform.

Magic Dreams decided also to enter in a new product category with its new Video Roulette; Maria Laura Casasola, MD Latam General Manager declared: “the choice of developing a Video Roulette has been taken after several requests received by our customers. To enhance the product catalogue not only with Multireel games but also introducing a different kind of game has been a very successful decision. The first installation has been in Golden Jack Bingo in Buenos Aires and the success didn’t keep us waiting. Magic Roulette has immediately confirmed its high quality.”

All the new products presented at IGE have been developed also thinking at Latin America market. Latin America is a key territory in the strategy of Magic Dreams; Maria Laura Casasola declared: “In this market we always offer the latest releases we developed. It is a very challenging market and we are well aware that if we want to be competitive we must offer our best products.”

But, as said before, Magic Dreams has not just been focused on new developments but also on consolidating its strengths; Gerardini declared: “Magic Dreams is a small company put in comparison with the giant of this industry and this can be seen as a weakness, but nothing has ever been so wrong. We are a very close team and this means that everything is shared, decided and done rapidly. This means that we are much more flexible than the very structured realities of our competitors.

“Flexibility has always been considered a very important point of start for building up our commercial strategy. It allows us to be more aggressive. When our customers ask for a solution, in fact, we come back quickly giving costs and development timing that is extremely competitive in comparison with our competitors.”

Thinking at the future Gerardini confirmed: “There is a number of territories out there that are attractive for us to approach and hopefully offer a fresh alternative to operators, anyway we also planned to increase our presence in the countries in which we already are; Latin America is one of our priorities.

We are present in Mexico but we planned to increase our market share as it is a growing market and also a key territory for our competitors. Then we also plan to enter in Perù, Chile and Ecuador; and with this aim we are more inclined to sign distribution partnerships that will give us the opportunity to have a good presence in the market.

Obviously like everybody, we have also high hope and expectations on Brasilian market opening. With this in mind, we will attend is SAGSE Buenos Aires with a much bigger booth than the last year. Being at the key exhibition of South America is the base of our commercial strategy. We plan to present several new products and for sure Innovation will be the main character of the stand.” (E-05.20.10)

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