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Scientific Games looks to the East for slot-machine inspiration

Marco Herrera, Senior Vice President of Gaming EMEA  speaks to David McKee & Glyn Thomas
Spectacular.” That’s how Scientific Games describes the success of one of its newest games, Jin Ji Bao Xi™, sequel to popular Duo Fu Duo Cai series. The allure of the new game is that players get to choose their own bonus rounds. So confident is Scientific of the game’s popularity that it has Jin Ji Bao Xi - Endless Treasure ready to go next month. The games are showcased in Scientific Games’ Dualos™ and premium TwinStar® Wave XL cabinets.

It wouldn’t be a Scientific Games booth without a JAMES BOND™ area. A wide range of new titles and cabinets are now available for Europe. Special mention goes to JAMES BOND - DIE ANOTHER DAY™ theme, which has a true wow factor, as the cabinet features an illusion that creates an exciting show for players.

Speaking of smaller footprints, Scientific Games also makes its mark in table games with the compact Fusion Auto Roulette, featuring faster play and improved sight lines. The game was redesigned specifically for the European market. “Here, we present the prototype of the compact version of this roulette, which will be ready to go on the market in a few months. We are very happy with the result,” Herrera remarked.

The company is also moving nimbly to get in on the burgeoning sports-betting market in the U.S., a fast-moving target compared to the stable European market. It’s providing an end-to-end solution, made possible by its acquisition of Don Best Sports. The latter supplies real-time data and pricing, dovetailing with Scientific Games’ trading, marketing, and product management services.

As Herrera said, “It’s all about product for us and SG has the best portfolio of product in the industry, from a slots perspective, a tables perspective and from a systems perspective. It allows us to capture more players and do more for our existing customers, making sure we provide them the resources they require to succeed.”

One example would be TableVIEW, a table games management solution that will offer operators a fast and easy solution for entering player ratings, issuing comps and more activities in the pit. The information and transactions recorded at the tables are seamlessly integrated into existing systems and provide casino personnel with secure and instant access to player ratings and data. All of these products and systems integrate on the gaming floor to create the connected and immersive experience for players, while creating efficiencies and value for operators.

“We couldn’t be more excited about our new game content, our leading sports betting solution and cutting-edge technology that we are sharing with our partners at ICE. In every market, across all channels, player expectations are driving critical paths of innovation.” He added, “We continue to be committed to providing the best games and the most dynamic player experiences in the industry,” concluded Mr. Herrera.

Few would deny that.