Notes

Cracking the slot machine market -- Chinese style
SHANGHAI Macau passed Las Vegas as a on line casino market years ago thanks exceptionally to its flourishing baccarat tables. Macau's slot market, on the other hand, still lags behind that of its American counterpart.

Tony Payne, a veteran of the U.S. slot machine Business made a decision the problem might be that Macau's slots were not designed for the local market. "We thought that we could do better," he said.

Ten years ago, Payne and American tool engineer Justin Nguyen, both of whom kinds worked for U.S. machine startup Silicon Gaming, started designing and building slot machines in Shanghai for their new Manufacturer Reformatory Gaming. They raised about $18 million from China-focused project capital fund GSR Ventures and other buyers and recruited crew from rival Aristocrat Leisure as well as eBay, Google and Alibaba Group Holding.

"The goal was to start arising games specifically for the Chinese avid gamers in Macau," observed Payne, now the chief executive.

Shanghai might seem an unusual running base for a slot machine Company Gambling in general is illegal in China, but keeping apart that resemble slot machines, known as video lottery terminals, have been deployed by the country's two state-run lottery networks.
FOOT IN THE DOOR Reformatory has yet to make a major dent in the Macau market, But it surely The neighborhood government counted 13,826 gambling machines in operation as of Dec. 31; only around 100 came from Penal complex according to Payne. His buyers include Galaxy Amusement Group which deploys them at its flagship Galaxy Macau On line casino Units have also been sold to MGM China, Melco Middle of the night & Passionate about Wynn Macau and SJM Holdings.

The top seven gamers in the Macau gambling machine market held 90% of sector revenues as of 2015, according to a draft prospectus for a Hong Kong stock presenting by machine provider Asia Pioneer Amusement Holdings. The dominant machine dealer in Macau, identified in different places as Australia's Aristocrat Leisure, held a third of the market.

daun123 "Understandably a lot of casino operators want to go with one thing that they know will work," Payne Suggested "That's been a project for us."

The bigger avid gamers are able to leverage their existing relationships with on line casino operators. A proven record of mass production with stable quality is a key advantage, Asia Pioneer noted.


"It is chiefly probability for new entrants to enter into the business without sufficient cash drift to build production Capability Asia Pioneer's draft prospectus Pronounced It become aware of the average price of gambling machines sold in Macau in 2015 was $12,500 per station and counted the sale of 2,906 gambling stations that year.

Macau does not allow Sales sharing" -- where the dealer keeps ownership and takes a share of the winnings -- that can infrequently make it easier for a maker to get its foot in the door.

"Getting a new slot product on the floor from an untested and unproven manufacturer is Sophisticated mentioned Andrew Klebanow, a Las Vegas-based senior partner at consultancy Global Market Advisors.

Opinions sharing is allowed in Cambodia and the Philippines. Element has successfully placed machines with Nagacorp's NagaWorld on line casino in Phnom Penh and Bloomberry Inns Solaire Casino in Manila.

FOLK STORIES One of Aspect's most regularly occurring games is Open air Gold," which is dependent on a Chinese folk story about a silly farmer who unearths a hoard of gold, buries it in the ground with a notice saying, "There's no gold here." Other designs revolve around the Chinese zodiac or Hong Kong celebrities.

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