Inspiration is the fruit of optimism, a fact that gave Sony Syamala, vice-president of Commercial Strategy for game sales at Aristocrat Gaming, and the company’s Design & Development teams the desire (to paraphrase the iconic opening of Star Trek) “to go where no company in the manufacturing sector of the casino industry had gone before.”
Inspired by a proven business strategy to continue to invest in development and innovation throughout the company’s hardware and product portfolio, the Design and Development team created a landmark “first” at G2E 2022.
The team managed to pull off the incredible feat of offering 100 percent of Aristocrat’s for-sale game section comprised of completely new product. Outside of a start-up at their first exhibit, this unique display was previously unheard of among the major suppliers.
“This was a perfect example of what we at Aristocrat call ‘Collective Brilliance’ – where we work together to achieve great things,” Syamala said.
An unlikely development set the stage for Syamala and his “dream team” to pursue their plans for the unprecedented display by Aristocrat at G2E.
“During the shutdowns, while other gaming companies stopped investment, Aristocrat Gaming doubled down. Leadership was confident that the industry would not be closed forever and that this continued investment in our people and customers would set us apart in the end.”
Syamala said that the company continued to work toward delivering games that would “show the industry that Aristocrat Gaming is a clear leader in the sector, with the best product and the best talent.”
This bold strategy of never stopping investment in innovation within its product portfolio during the pandemic saw the light at the end of the tunnel with 100 percent of the games at Aristocrat’s 2022 G2E being brand-new titles.
“We provide powerhouse products that give maximum entertainment value to our players,” Syamala observed, noting that Aristocrat has long been committed to investing a percentage of its annual revenue into research and development activity.
“This sets Aristocrat apart and is one of our key differentiators in the supplier side of the industry,” he continued. “It is because we strongly believe that investing in technology, games, and talent is what makes us stand out.”
The plan at G2E continued at this year’s ICE London and IGA in San Diego, resulting in a continual stream of for-sale games, record game sale numbers, and record revenue in North America.
He recalled that at G2E, “the customer reaction to our display was one of surprise because they had never seen anything like it before.”
“What customers really appreciated the most was that every game we showcased was new, plus it was available for immediate purchase,” he continued.
“The timing of G2E typically coincides with the closing weeks of the fiscal year for operators. Our 2022 exhibit allowed customers to know exactly what product was available for them to purchase, enabling them to make budget plans and know exactly what they wanted for their casino floors.”
Syamala acknowledges that for-sale products occupy a large part of the overall business model.
“As every commercial strategist knows, it is our job to know and to understand what our customers and their markets need,” he maintains. “It is our job to offer them the products that will make them successful.
“When you look at casinos, some operators prefer the big showcase style cabinets, while some mainstream players prefer core cabinets. We want to make sure that we provide products available for every single segment that the customer can utilize and to maximize the player experience.”
Syamala spoke further about the team’s efforts:
“In order for our 100 percent new product presentation and for-sale policy to be successful, it required everyone at Aristocrat Gaming to be aligned and working toward one goal,” he said. “And that goal is simple and straight to the point; we want to make sure that we develop the best product in the industry to provide maximum entertainment for all players.”
In addition to recognizing the importance of the support of Aristocrat’s leadership, Syamala concluded with accolades for the company’s game designers – “The best in the industry”, he says.
“Our team of game designers is the engine that helps us do all the great things for which Aristocrat is renowned.”
