EGT Interactive: Fostering strong relationships in Asia

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Resolved to stake its claim of Asian markets, EGT Interactive makes its debut at G2E in Macau. With a network of land-based connections to leverage, and a flare for the personal touch, business development manager Irina Rusimova, says finding partners in Asia is not a question of if, but how many.

iGAMING TIMES: Why is it important for EGT Interactive to take a stand at G2E?

IRINA RUSIMOVA: This is the first time EGT Interactive exhibited at G2E Asia, and we felt it was important to have presence this year, to express our interest in this vast market. Participating gave us, not only the opportunity for direct interaction with potential partners, but also to better understand the needs and nuances of this complex region.

iGT: What are the main challenges in targeting Asia?

IR: Asia is an immense market, with a great variety of traditions. The differences we see are not only in the languages but also in the cultural preferences and interests. A good trait of the Asian mentality is the personal touch that they add to their partnerships – something that is close to our mentality as well. So we’re confident that we’ll form strong relationships in this part of the world.

iGT: What is your strategy for the region?

IR: For us it’s paramount that we’re able to answer every request of the local players here. To do that we’ll be relying on the expertise of our partners, as well as the extensive research and know-how of our experienced team-members. Careful planning of our entrance strategy is also particularly important.

However, Asia is only one of the new directions that we are currently headed at. At the same time, we continue our expansion in regulated European territories. Our latest certifications are from Spain and Colombia where we are expecting great interest from the local players, due to the long-term presence of EGT-branded games in the land-based premises there.

iGT How does EGT Interactive benefit from its land-based partners across the continent?

IR: This is really one of our biggest advantages. With more than 15 years of experience in the land-based gaming market, our slots are already known by many companies all over the world. This makes it much easier for us to enter new markets and also means that operators can offer a complete service to their customer base, closing the circle between land-based and online operations.

iGT: How do you tailor your products specifically for Asian players?

IR: Translation of the portfolio of games into several core languages is a must, as well as adding all their respective currencies. As far as the graphics and themes of the slots are concerned, we’ll be focusing on some of the most famous and played titles from our portfolio – such as 40 Super Hot, Supreme Hot, Burning Hot and others – that have proven especially successful in the other markets throughout the years, and which we believe have great potential for this market as well.


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