Aristocrat is one of Australia’s biggest and most successful poker machine manufacturers, and the company has recently been spreading its wings internationally. This month, Aristocrat continues its expansion into Latin America and Marketing Manager Emilio Lopez detailed the venture in a recent interview with Innovate Gaming. In Latin America, Aristocrat has seen the most progress in Argentina, Panama and Peru.
The company sees the most potential for growth in Mexico and Colombia, and the Mexican gambling market has been very receptive to both software and hardware provided by Aristocrat. In these markets, Aristocrat focuses on providing branded gaming experiences to players.
The company recognises that players want an exciting and rewarding experience but language barriers or cultural differences may prevent them from understanding the gameplay or its theme. So, when they see a big brand like Superman or Tarzan, they can relate to the graphics and the characters to get a fulfilling experience from the game. “Content is king in the market you are approaching,” Emilio says.
“We believe licenses fill that gap in the portfolio for those players that are looking for something they can relate to easily”. So, it is no wonder that Tarzan is the company’s best performing title in Latin America. It has remained in the top spot for years, while newer games like The Walking Dead and Superman are beginning to become popular among players across countries like Argentina and Mexico.
In the future, Aristocrat hopes to build on this success by releasing new branded pokies, with games based on Britney Spears and The Big Bang Theory. There is certainly room for growth in the Latin American gambling market, and Aristocrat aims to boost its profile by working with branded games.
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