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Astra Games – 25 years and going strong
Reading Time: 3 minutes
As Astra Games celebrates its silver anniversary, Novomatic UK Director, Chris Butler, reflects on the past, present and future of a brand whose products have helped change the face of UK gaming
Looking back over the last 25-years what models would you cite as being Astra’s stand out products?
It’s not in my nature to be overly nostalgic and I believe that the best games should always be the next ones in the product pipeline and the ones that you want your customers to invest in. However Astra has a fantastic pedigree and has been responsible for products that quite literally changed the industry. Party Time was the first ever community game, Slotto was also really significant and had an impact that went beyond the game itself as it represented the introduction of a new category in the market with Class 2 going on to become B3. There are also games such as Reel King and Bullion Bars and Astra’s iPub: but bringing the portfolio right up to date we have the Prismatic, which I am certain will go on to enter the Astra/Bell Fruit hall of fame. Making its industry debut at EAG in January, Prismatic is a digital terminal that draws on content provided by the Novomatic UK Games design companies which represent the very best in the business. Coinslot readers attending EAG should prepare themselves to see a high impact product whose test performance figures are even more impressive than its looks. Of course it’s important to recognise the great success that’s been achieved over the last 25-years but I think the core strength of an organisation is how it channels that success by looking to the future, which is exactly what we are doing with Prismatic.
How would you describe the skill set within Astra: what are the brand’s core strengths?
The key strength is the commitment to R&D, which is a fundamental characteristic of every Novomatic company as is having innovation as part of the day to day business culture. With that combination you can attract the right people and as we know any organisation is nothing without its people. Astra has a great team, people like Design Director, Andy Dinning, Sales Director Ian Shreeve, Rob Williams and Claire Peet who all have a lot of industry experience. The synergy with Bell-Fruit is also very important as is the strength and presence of of Novomatic UK. Astra Games will be judged by the market’s key metrics which are cash box, consistency and ultimately, what the games deliver in terms of ROI. Manufacturers are only as good as their next product and that’s based on understanding the player and the changing dynamics of the market. The engine for success is R&D aligned to a culture of innovation.
What does the Novomatic ownership bring to the table?
First and foremost it brings stability, its strength helps us to establish product and the acquisition strategy has been very strong. But not only is Novomatic one of the best known and most respected names in international gaming it is also an organisation that drives innovation and invests in innovation – which is key to delivering the business strategy.
What are the biggest dangers facing low stake gaming in the UK and can you outline Astra’s strategy for overcoming them?
There’s no doubt the FOBT stake change will provide numerous opportunities for all segments of the industry. However, FOBTs will reinvent themselves and the competition will intensify. Whatever segment of the business you are in you will need to re-evaluate your offer. The key to this will be making the investment in new gaming products that have the ability to engage with players and provide the type of entertainment that can compete for their disposable income.
How important an employer is Astra in Bridgend: how would you describe the contribution it makes to the town?
Astra is a very significant employer not just in the town of Bridgend but in the region as a whole. Astra Games is just part of the contribution made by Novomatic UK. We recently undertook an audit of the supply chain which confirmed that Novomatic UK purchased goods and services from a total of 316 suppliers based in 164 different towns and cities throughout the country, stretching from Blackpool to Bridgend, Glasgow to Great Yarmouth and East Kilbride to Eastbourne. Drilling down, the audit also showed that Astra works with 15 suppliers whose businesses are located in Bridgend and that the town was second behind only London in the league table of locations with suppliers used by Novomatic UK. So you can see it’s a big contribution and a really important business.
Source: Latest News on European Gaming Media Network
Reading Time: 2 minutes
The Netherlands Gambling Authority (KSA) has issued new guidance for gaming arcades and casinos to improve the implementation of their duty of care. The KSA previously visited gaming arcades across the country. These visits revealed that while most arcades are paying attention to their duty of care, implementation could be improved in some areas. The guidance the KSA is now sharing with license holders contains practical tools and explanations, but no new rules.
Duty of care of arcades
With the implementation of the Gambling Act (Wet Koa), the duty of care for gaming arcades has been further expanded. This means they are obligated to prevent and mitigate gambling addiction as much as possible. Since then, gaming arcades have taken steps to comply with this requirement. However, in practice, the stated good intentions and the relevant policy are not always sufficiently aligned. The KSA has discussed this with various parties within the sector. Based on the input from these discussions, the new guidance has been developed.
Guidance
The guidance for arcades includes resources that providers can use to properly fulfill their duty of care and better inform their employees. The guide provides explanations and examples of what arcades must do and what the KSA expects of them. It also includes an overview of frequently asked questions. In addition to the guidance, a poster and an animation have been developed to raise awareness among arcade employees about the duty of care.
Along with the duty of care guidance, arcades also received a Guideline for Identity and Cruks Verification. The KSA regularly receives questions from the sector about the Cruks exclusion register. This guideline addresses the operation of Cruks and the most common questions and problems.
KSA chairman Michel Groothuizen said: “Certain key factors of the duty of care are easier to monitor for online providers than in brick-and-mortar casinos. In our conversations with arcade owners, we’ve noticed that they want to do more with the duty of care, but sometimes still struggle with its proper implementation. With this new guidance, supplemented with informational materials for employees, we’re giving them new tools to do so. In this way, we’re working together to ensure that players are optimally protected even at brick-and-mortar providers.”
The post KSA Issues New Duty of Care Guidance for Gaming Arcades and Casinos appeared first on European Gaming Industry News.
Reading Time: 2 minutes
The Ospreys announced that official betting partner, QuinnBet, had expanded their partnership with the Ospreys. The partnership will see QuinnBet take a place on the Ospreys shorts of all three of the team’s kits this season.
The new, multi-year partnership will see the QuinnBet logo take a prominent placement on the back of all three playing shorts.
With the Ospreys competing in front of multi-continental audiences in both the BKT URC and EPCR Challenge Cup this season, QuinnBet’s brand is set to reap the benefits.
Launched in 2017, QuinnBet, regulated by the UK Gambling Commission, and in Ireland by The Gambling Regulatory Authority of Ireland, has firmly established themselves in the iGaming industry by providing a socially responsible service. With an emphasis on giving more back through unique promotions and excellent customer care, QuinnBet has become a trusted name in the industry.
Head of Commercial for the Ospreys, Richard Lancaster, said: “We’re delighted that QuinnBet have decided to expand their partnership with the Ospreys. We have already built a successful relationship, and we’re looking forward to building on that even further in the coming seasons.
“Working with QuinnBet has already been hugely beneficial for us in education around Safer Gambling awareness, and we’re already planning on how to improve on this even further as we look ahead to the future.”
Niall McPartland, Head of Commercial and Sponsorship at QuinnBet, added: “We are delighted to enter this significant three-year partnership with Ospreys Rugby.
“The partnership builds on our inaugural 24/25 season sponsorship of The Ospreys, and the extension until 2028 demonstrates the success of the partnership to date and the huge regard we have for the club.
“Ospreys are one of the dominant forces in Welsh rugby, producing numerous players who have gone on to represent Wales and The Lions internationally. We are therefore privileged that our association with the club, will showcase QuinnBet at the highest level to Rugby supporters across the UK, Ireland and internationally.
“We commit to utilising the partnership to promote our brand in conjunction with Safer Gambling, which is integral to our business and which Ospreys Rugby is fully supportive of. We would like to wish everyone at the club the very best for the season ahead.”
The post QuinnBet Expand Ospreys Partnership appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Amusnet, a leading provider of next-generation gaming solutions, has announced a strategic partnership with inbet, a prominent operator of gaming halls in Bulgaria. This collaboration marks a significant step in Amusnet’s strategy to expand its well-established online casino content into the land-based sector.
“Our expansion into the land-based sector is a testament to our enduring and successful relationship with inbet. We have built a foundation of mutual trust and respect and are confident about the next big step. This partnership allows us to continue to provide exceptional gaming experiences, seamlessly bridging our online success with their land-based operations,” said Rosen Videnov, Land-based Sales Manager at Amusnet.
The partnership includes the initial installations of 46 Amusnet slot cabinets, model Type S 27, now available in all 11 inbet gaming halls across 10 locations such as Sofia, Velingrad, Plovdiv, Varna, Veliko Tarnovo and others. Manufactured in Bulgaria to the highest standards of the global land-based casino industry, Amusnet’s slot machines combine cutting-edge technology, premium design, and exceptional player engagement. The machines feature a rich portfolio of over 40 popular titles, including fan favourites such as Stoichkov #8, Extra Crown, 20 Golden Coins and Bulky Fruits.
“It is a genuine pleasure to strengthen our collaboration with Amusnet, a partner we admire for its innovation and professionalism. Our joint ‘Premium Lemons’ campaign has been a standout success, loved by players and reflecting the great synergy between our teams. We look forward to carrying this momentum into our land-based venues with Amusnet’s top-quality slot cabinets, enhancing the player experience and setting new standards in Bulgarian gaming,” said Slavcho Papalezov, Chief Marketing Officer at inbet.
The partnership with inbet highlights Amusnet’s strategic vision to integrate its well-established online casino content into the land-based sector, strengthening its position as a leading provider of comprehensive solutions for the gaming industry.
The post Amusnet Announces Strategic Partnership with Inbet appeared first on European Gaming Industry News.
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