Focus on Aristocrat Gaming: For Sale link games will be highlighted at ICE London

January 27, 2023 8:00 AM

Focus on Aristocrat Gaming: For Sale link games will be highlighted at ICE London

  • Buck Wargo, CDC Gaming Reports
January 27, 2023 8:00 AM

Aristocrat Gaming will showcase a new collection of For Sale link games at ICE London. The show that runs Feb. 7 to Feb. 9 will spotlight Aristocrat’s Europe, Middle East and Africa activities on stand S6-250.

This is a new strategic segment for Aristocrat across the EMEA markets resulting from operator demand to bridge the gap between standalone core games and premium licensed concepts.

Games available in this new category include Mo Mummy, Ji Cai Hao Yun, Tian Ci Jin Lu, 5 Dragons Ultra and Mighty Cash Ultra. The debut also includes links on Aristocrat’s landmark MarsX Dual cabinets with an optional sign package and compelling bundling opportunities.

Aristocrat will offer a broad range of for sale standalone titles including Bao Zhu Zhao Fu, Bonus Boost 888, Coin Trio, Flamin’ Fortunes, Player’s Choice Multigame, Scorchin’ Fortune, Winner’s World and Zorro – Power of Z.

Aristocrat said availability of the For Sale link collection is a leap forward for the EMEA gaming market. Now operators can own some of the industry’s most popular linked game titles, giving them further flexibility in creating a floor mix that appeals to a wide range of players.

Jon Hanlin

Jon Hanlin, senior vice president of commercial strategy Americas and EMEA for Aristocrat Gaming, said the EMEA market felt more impacts resulting from the global pandemic shutdown than other markets, such as the U.S.

“ICE is an opportunity for Aristocrat to demonstrate how we can bring new, innovative products to the European market in a way that will help ignite the gaming industry post-COVID, one of which is our For Sale links category,” he explained.

Traditionally in the EMEA market, links products – products that share a jackpot game to game – were priced in a different model, but through operator demand and engaging content made in the U.S., they’re able to sell to casinos to operate that link on their own, Hanlin said.

“Customers have spoken and they’re excited about capitalizing on our linked product to create a new, fun experience for current and future players,” he continued. ’

Aristocrat operates in a number of markets in Europe, the Middle East and Africa. That includes such countries as France, Holland, South Africa, and Egypt. Hanlin emphasized that the company there is excited about proposed gaming in the United Arab Emirates where Wynn Resorts is building a casino resort.

“We have some high-level content in the For Sale link space,” said Hanlin. “Our MarsX suite of cabinets have done well in the U.S., and we believe they will have a chance to shine in the European market, with ICE as the grand debut.”

These products are either new in the U.S. or proven in the U.S, he added. Not only does this product translate to Europe, but he said there’s “an amazing opportunity to maximize some of our core proprietary brands – like 5 Dragons – that do well with players everywhere.

Hanlin detailed that, in addition, licensed titles have traditionally performed well in the European and South African market, and to meet that interest, Aristocrat is launching the popular game Crazy Rich Asians (based on the hit film) on the Neptune Double cabinet.

On display at ICE is the Lightning Dollar Link slot, the next evolution of the Lightning Link brand, that’s already in the top 10 list of new games. The original Lightning Link has been an amazing game in Europe for nearly a decade, said Hanlin. “Lightning Dollar Link gives players a state-of-the-art experience with a new cabinet and bet structure.”

Like the Global Gaming Expo in Las Vegas in October, he believes that ICE London is a way to get back to normal and meet face-to-face with customers and hear what they need.

“Nothing can replace in-person meetings and tradeshows like G2E and ICE, where innovation and creativity thrive,” said Hanlin. “The unique opportunity for us to listen to our customers, take that feedback, and then execute can’t be replaced. It’s also a key time for us to debut our investment in innovation through our products. We never shut down our R&D function during the pandemic, but instead intentionally continued to invest in that area to drive out-of-the-box thinking. We believe our partners and customers will see the result of that investment at this year’s ICE.”

Among the available games are:

Mo Mummy, a three pot/bag style game with a Cash Collect feature where players collect diamonds that can make the mummy larger, increasing chances to collect prizes and receive more spins.

“It’s a game that has a completely unique game mechanic and something that had never been done in the industry,” Hanlin said.

Ji Cai Hao Yun combines Reel Growth and Hold & Spin mechanics, with two distinct themes sporting their own unique features where any metamorphic trigger can lead to a random pick’em Jackpot Feature.

Tian Ci Jin Lu features Hold & Spin with more chances to win, and a classic match 3 pick’em bonus round. Each non-winning spin increases the progressive jackpot, and a Great Dragon offers players a potential metamorphic award.

Mighty Cash Ultra adds bonuses and stunning animations to the Hold & Spin feature. By triggering The Mighty Cash Ultra feature, players can randomly boost Mighty Cash prizes throughout the game.

5 Dragons Ultra is an innovative thrill ride where players can receive free games with the Second Chance Trigger. Land a wild and score a multiplier; windows during bonus games raise the roof on those wins.