Aristocrat: new developments, new integration centre and EMEA market as headline at ICE London 2024

What novelties have you presented at the last edition of ICE in London?

ICE 2024 was an incredible showcase for both Aristocrat Gaming and Anaxi, Aristocrat's online real-money gaming and customer experience solutions business.

For Aristocrat Gaming, it served as the EMEA debut of the award-winning Jackpot Carnival game, while also highlighting our strong and expanded portfolio of connected progressive titles for sale and new offerings for the UK and South African markets. In addition, it was the first time we showcased the award-winning Dragon Link game at MarsX Portrait.

Could you describe how was your presence at ICE booth?

We were very pleased with the positive and exciting customer response to our ICE exhibition and offerings. We showcased more games than last year, which underlines our commitment to the EMEA market with a broad portfolio of games and innovative gameplay offerings. In addition to the many visitors from the EMEA markets to our booth, we also had customers from the APAC and LATAM regions coming to see our latest games. One of the highlights of our stand was the Super Bowl Link, the first NFL-themed slot for the EMEA market.

In commercial terms, what is your evaluation? Did you achieve the goals proposed? Did new collaborations or business alliances emerge?

The fair has been a great success for us and we are very satisfied with the number of visitors and the very positive feedback we received.

What aspect can you highlight about the changes and the future of the industry? How is the company preparing for it?

The industry will continue to need innovative technologies, games and solutions. At Aristocrat we have been and will continue to invest in products and solutions that will help the operator grow their business.

In addition to our focus on continuing to have a strong physical product portfolio, we realise that convergence with online is a priority for many of our customers and will be something we will continue to focus on with our sister company Anaxi.

What aspects can you highlight from the last edition in London? And how are you preparing for Barcelona 2025?

Without a doubt, ICE London ended on a high note with an incredible showcase of customers and partners. Although bittersweet, a new location offers new opportunities for us and our customers. We are looking forward to Barcelona 2025. Aristocrat recently opened an integration centre in Barcelona, which is a significant milestone for the company and our long-term investment in the EMEA region, allowing us to better serve our customers and the region.