“Our goal is to continue to innovate and deliver world-class products to our customers and players:” Christopher Rowe, Aristocrat

What novelties have you showcased at ICE?

We were thrilled to be back at ICE, and we used it as an opportunity to showcase Aristocrat’s investment in product innovation by introducing new collections, first-to-market developments, and premium products. Our product portfolio is designed to fit every floor at every price point, while meeting customer expectations. Highlights were: 

• ICE marked the EMEA launch of For Sale Links, an innovative way to provide our innovative content
• The introduction of Lightning Dollar Link, the next evolution of the Lightning Link brand
• A showcase of For Sale standalone 
• The relaunch of the Mars suite of cabinets post-pandemic 
• A showcase of fan-favorite licensed games like Crazy Rich Asians™
• Innovations in the South African Bingo market, with customers seeing a strong showing of successful classic titles and new exciting content displaying under an all-new oneLINK™ mystery solution. Titles developed specifically for the market include 5 Dragons™ Pearl, Ba Bao Huang Long™, Fu Dai Lian Lian™, Pompeii™ and Witch’s Spell™
• We were also proud to introduce the first tailored multi-game to the Spanish Arcade market, with the debut of Midnight Express™, an exciting Hold & Spin, multi-game

What were the expectations and goals for this ICE edition?

 We were excited to be back after a two-year hiatus, meeting with our customers and partners face-to-face at this incredible global show. Beyond customer and industry connections, we entered this year’s show with focus on two main things: First, our new visual identity for Aristocrat Gaming and officially showcasing it in this market; and Second, our line-up of newly developed and innovative products. We have a strong library of games across different product segments which enables us to cater to a variety of customers and markets. 

How was the feedback from visitors?

Like us, everyone was excited to be in-person on the show floor and to take part in the energy that ICE offers. We were very pleased with the strong customer reaction to our innovative products and offerings, including the For Sale Links, which is a new way of customers to acquire our products. Attendees also had very positive reactions to the MarsX cabinet and to the incredible portfolio of games we had on the stand.

In which markets is your company currently present? 

We operate globally and have customers across number of regions and key countries, including EMEA, The Americas, LATAM, and APAC. As we mentioned above, we tailor solutions to our customers’ individual markets, and the products we showed for EMEA, Spain, South Africa, and other markets were very well received by attendees.

How do you see the current situation of the European market?

There’s tremendous growth opportunity in the market right now. After being shut down for nearly two years due to COVID, the EMEA region is poised for a strong rebound. Players are happy to be back on the gaming flors and our customers welcome them with enthusiasm and excitement. There’s strong growth across the gaming segment, whether it be in online or land-based gaming. And with our commitment to product innovation, we’ll continue to look for ways to enable the post-COVID rebound. We were also very pleased to introduce Marie Habaud, our new senior market manager for France.

What is your opinion regarding the change of location of ICE expo for 2025 and in which of the 4 cities (Madrid, Barcelona, Paris and London) would you like this show to be held?

Our customers come first. So whichever location they prefer, we’ll support. 

Can you tell us the goals and plans for this year and in which countries would you like to expand or grow? Which other trade shows are you going to participate this year?

Our goal is to continue to innovate and deliver world-class products to our customers and players. We’ll continue to work closely with our partners to understand the needs of their properties, markets and customers to then determine how we can meet this to the best of our abilities across regions.