Slot machine brand Aruze Gaming Global is aiming for a greater presence in Macau and other Asian gambling jurisdictions, with plans to introduce 12 new games in the city this year, Betty Zhao, its senior vice president of international operations, said.
“We want to have more presence in Asia. This is our target for this year,” she stated.
She made the comments during the Global Gaming Expo Asia (G2E Asia) 2024, a regional casino industry trade show held at the Venetian Macao from 4 to 6 June.
Aruze Gaming Global was newly formed after US gaming technology firm Empire Technological Group acquired the land-based and online slot assets related to Aruze Gaming America, which filed for bankruptcy protection in the United States last year.
“Aruze is a very good company, and we’ve acquired its positive image, IP [intellectual property], and talent,” Zhao said. “Now, we want everyone, [including] all the slot operators and players, to see the new Aruze again.”
“We’re doing quite well in North America [and] we believe that Asia has big potential in the industry in the next few years,” she emphasised. “We want to have our products available everywhere, [including] Macau, the Philippines, Malaysia, Singapore, Cambodia, and Vietnam.”
At G2E Asia 2024, Aruze Gaming Global showcased a range of products, including cabinets such as the Muso Curve-55HB and Muso Triple-32HB. They also presented their standalone progressive product, “Gong Gong Lai Fu,” which Zhao described as their “signature game.”
“‘Gong Gong Lai Fu’ is one of our best products, and it has already been launched in one of the biggest casinos in Asia,” she revealed, without disclosing the specific casino or its location. “It has been very successful, and its performance has been extremely good. So we want to bring it to Macau and give the players a new experience.”
In the post-Covid era, analysts and observers have noted a decline in the number of high rollers visiting Macau, while the tourist demographic has shifted to a younger audience.
“[Youngsters] are quick to adapt to electronic devices, and Macau is now focusing more on the mass market. This gives us a lot of opportunities to have our machines on the casino floor,” Zhao added.
A stronger presence of Aruze Gaming Global in Macau could also contribute to the city’s objective of attracting a more diverse range of tourists, particularly international travellers, according to the executive.
“If you visit a casino in [Las] Vegas or any other country, you’ll find so many games on the floor for players to choose [from],” she remarked. “If Macau wants to have more foreign players, [there needs to be] a diverse selection of games.”
