Aristocrat supplies gaming solutions, systems, services and equipment across Southeast Asia.

Aristocrat brings its 50 years of experience to the Macanese gaming market

High-rolling VIP gamers may have been a driving force for much of the momentum behind Macau’s immense transformation in recent years, but future investment and sustained growth will depend heavily on the creation of China’s first integrated mass-market gaming resort. Casinos will provide the core attraction within integrated venues as Macau evolves into a multi-faceted tourist destination.

“The interesting dynamic in the gaming market is the difference between slot machine and table play,” says Ken Jolly, General Manager-Asia Pacific for Aristocrat. The company’s diverse product line-up extends from electronic gaming machines to complete gaming solutions, including systems, services, electronic tables, and ancillary equipment. “The percentage of revenue four years ago was 2 percent from slots and 98 percent from table play. It is now moving towards 4 and 96 percent respectively – a ratio that is not typically seen elsewhere. Usually slots would have a higher percentage.”

Last year’s Deloitte survey states large-scale demand clearly exists for Macau, particularly with the easing of visa and travel restrictions for mainland Chinese, and identifies that inexperienced mass-market customers show a particular interest in slot machines. Greater provision of slots appears to be a key factor in winning over excitable new gamers. “Different sectors are growing, especially the revenue for slots,” says Jolly. “The venues are taking a different stand to what they had previously. We have found that the introduction of new places like the Crown Macau, the Grand Lisboa and The Venetian to name a few will bring new products into the market; they will be looking for other games and other tables as competition strengthens.”

With over 50 years of experience in the industry and over 2,000 staff globally, Aristocrat has built on its Australian market leadership and reputation to become a premium supplier of groundbreaking technologies and services to the international gaming industry. “As technology moves, it will keep us at the forefront of gaming globally and also allow us to continue to grow and be seen as a major recognizable contributor to the industry,” says Jolly. The company enjoys a well-earned reputation for outstanding performance and strong brand equity in more than 200 jurisdictions around the world.

Aristocrat supplies its products and services to more than 11 countries in the region, including Vietnam, Cambodia, Singapore, Malaysia and the Philippines, where gaming venues are also developing rapidly. Its annual report shows revenue last year grew by approximately 100%. Aristocrat’s overall market share in Macau continues to be around 60%. Jolly adds, “We are getting a higher market share per property now on the performance of the product. We have a strong sales team and good customer relationships. Our products not only satisfy casino management and their shareholders, but also excite the players when they play the machines.”