Diversity and complexity

By Gareth Bracken
Euro Games Technology CEO Vladimir Dokov offers insight into the trends and behaviours that drive the casino supply sector

Can you offer a brief overview of Euro Games Technology and its products and services.
The company has a successful 13-year track record in the gaming industry, beginning at first with a committed team of just several people. Today the experience and knowledge of over 830 professionals are an asset of EGT and over 17 centres and dealers around the world are part of its efficient distribution network.

Nowadays EGT provides a wide range of products and services to its customers – slots, multiplayer solutions and land-based and interactive games, backed up with technical support and expert consultation.

Our products cover more than 70 countries in Europe, Africa and Asia as well as South, Central and North America. Our greatest successes have included the slots of the Premier series, the jackpot systems, the STORK terminal and Premier R8 roulette. The online and mobile games of EGT are also gaining momentum, as are our VLT machines.

How has the overall land-based casino supplier market evolved and developed in the years since EGT was formed in 2002?
Our industry is dynamically changing and adopting innovations from other related sectors. As a result, the gaming products have enormously increased in diversity and complexity. In addition, the manufacturers have oriented their offerings to 360-degree solutions that include not only gaming machines but also jackpots and casino management systems, as well as consultancy services, training programmes, spare parts delivery and technical support.

In Europe a wider choice of games on machines is appreciated, while North American players would go for a more simple range of several well-selected games
Through the years many new participants have entered the industry, intensifying the competition and yielding better business conditions for casino operators. We have also witnessed the flourishing of relatively new concepts like online, mobile and social gaming that make the multi-channel experience possible.

How are the trends and player habits of the European market different to those of other regions you supply such as North America?
Players from every region, even country, show specific habits and preferences for game themes, volatility, types (for example jackpot or standalone), attractions etc. The reason is the local mentality and culture, but also in manufacturers’ product offerings that are shaping the tastes of the gaming audience.

In Europe a wider choice of games on machines is appreciated – the multigame mixes of numerous different titles with individual themes, parameters etc. This is not the choice of North American players though. They would go for a more simple range of several well-selected games on the cabinet, preferably with very attractive animations. Widely spread in the US are also the so-called branded games that feature characters from famous movies or comic series. This is not the case in Europe, where the same practice is still in its early stages.

Your interactive department is a newer aspect of the business. What is your strategy for growth in the online sector?
Our interactive business unit is the fastest growing within the company and its gaming content is already supplied to Europe, South America and Africa. It generally adapts our land-based titles for online and mobile use, which is a winning approach as most of them are already well-known by many players. We focus on delivering new content for shorter periods of time and high Return-to-Player (RTP) rates.

What are the biggest challenges and opportunities for EGT in the coming months and years?
We face challenges every time we enter a new market or try to adjust to shifting industry trends. At the same time our company is in a state of rapid growth – only in 2015 we almost doubled our manufacturing capacity, boosted our R&D activity, opened new facilities and offices and widened our team. This pleases us, but for sure challenges the abilities of our management team.

Opportunities arise from our products. The widening of the Premier series, the multiplayer solutions and the interactive and server-based games of EGT will certainly keep our sales going up every year. At some point some interesting markets in our industry are also expected to expand further, while others will emerge as new opportunities in the sector.

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