The name of the game
Not all companies that grow to become international players are able to reap the appropriate rewards. Aristocrat Technologies Africa, however, has more than met the challenge, becoming a successful and well-respected international business.
Time moves quickly in the world of gaming. Although for many the fruit machine is the quintessential image of casino gaming equipment, these traditional coin-operated machines are rapidly being replaced by new and interactive technologies. One of the biggest names in the market is Aristocrat Leisure, a supplier of interactive gaming systems with over 50 yearsÔÇÖ experience and active in every continent in the world. Its head office is 15 kilometres north of Sydney, Australia.
The company offers clients a unique holistic package comprising top-of-the range-goods with continued aftercare, and it is constantly investing in the production of new machines and games. Technological advances come thick and fast, and through customer surveys as well as research and development, Aristocrat is able to assess what will offer the best value to its clients in order to satisfy their customersÔÇÖ gaming desires. On top of the games and hardware, the company is also currently trialling prepay and loyalty card schemes for its customers.
One of the most important things for any international company to remember is that all countries are not alike, even if they are in the same region or speak the same language. Two examples of how Aristocrat has adapted itself to individual countries are its operations in the US and South Africa. Anyone watching a television programme that features the inside of a Las Vegas casino will see the rows and rows of customers playing traditional slot machinesÔÇöa testament to their popularity in the country. Although Aristocrat no longer produces mechanical gaming devices, it has succeeded in accommodating this preference into its digital interactive products. By producing a machine that retains the traditional mechanical feel, players keep the experience they want while clients have the benefit of state-of-the-art digital technology.
AristocratÔÇÖs newest division is Aristocrat Technologies Africa (ATA), which is based in South Africa. Although it is a world-renowned brand, ATA started out as a much smaller business than its competitors in the region. The product of a 1999 management buyout of ALI Gaming Solutions, the company was able to offer clients a complete solutions package and thus set itself apart within the market. This holistic approach has enabled the firm to grow from these humble beginnings and become the biggest player in South Africa within 10 years. The company now provides gaming stations to such internationally recognised resorts as Gold Reef City Casino, near Johannesburg; and Grandwest Casino in Cape Town.
William Wilsnagh, managing director of ATA, leads the companyÔÇÖs marketing initiatives, promoting new developments from Australia to clients in sub-Saharan Africa and the Indian Ocean islands. ATAÔÇÖs dominance in the region can be largely attributed to the successful marketing of its customer experience productsÔÇöthe huge success of the companyÔÇÖs older games such as Queen of the Nile and Geisha secured its presence in South African casinos. While the popularity of these games continues to draw in customers, the excellent reception of new developments, such as 5 Dragons, has enabled ATA to count all 37 of South AfricaÔÇÖs licensed casinos among its clients.
In addition to traditional one-on-one style gaming, the firm is also able to offer solutions for multi-player games. The companyÔÇÖs PokerPro table is one such solution, allowing clients to offer their customers a full range of poker games while eliminating the need for a dealer or manual player tracking. The provision of machines such as these, which reduce clientsÔÇÖ costs, increase revenue and enhance the player experience, combined with the popularity of the companyÔÇÖs games and the reliability of its products, are what have built its high levels of customer loyalty.
An additional aspect of AristocratÔÇÖs business in South Africa is the importance of social responsibility. In 2005, the company sold 28 per cent of its shares in ATA to Black Economic Empowerment investment company, Matemeku Investments. The completion of this sale, which also raised $6 million for Aristocrat, allowed ATA to become certified as a Broad Based Black Economic Empowerment contributor. This certification demonstrates that the company is compliant with the Black Economic Empowerment guidelines laid down by the South African government and recognises the companyÔÇÖs commitment to equality in the region.
In geographical terms, the largest area of expansion for Aristocrat is currently AsiaÔÇöa region that is presenting exciting opportunities to the company. However, technologically, online games played within the casino are seeing something of a boom, which is likely to continue into the future. With regards to software development, the company also adapts its games according to the area in which they are to be sold. Australia, the Americas, Europe, South Africa, Japan, New Zealand and Asia are all seen as individual markets with individual gaming demands and styles. Aristocrat develops strong bonds with its clients and is very attuned to their needsÔÇöregular communication allows the company to offer its clients exactly what their customer base wants. This close relationship also enables it to be flexible and adaptable when it comes to local, national and international gambling legislation and provide clients with effective solutions.
Juggling such an international enterprise successfully is not something that all companies are able to achieve. With on the ground presence in its clientsÔÇÖ regions and by listening to their needs, Aristocrat has been able to combine its local knowledge of customer requirements with its power as an international company.
