“ICE will give us a platform to communicate clearly that international market segments are a top priority for IGT”

In anticipation of this year’s ICE London, to be held next week February 7-9 at ExCel London, Yogonet spoke with Mark MacCombie, Senior Vice President EMEA Gaming at IGT, about what the company has prepared for what is set to be one of the most significant gaming events of the year.

What will the company focus on at the event, and what will attendees approaching IGT’s booth find this time around?

A focal point of IGT’s exhibit this year will be our engaging multi-level progressive (MLP) content library. Highlights on display will include the award-winning Prosperity Link game paired with the immersive experience of the Company’s PeakSlant49 cabinet. Other MLP highlights at ICE will include Egyptian Link Ramosis’ Treasures and Nefturi’s Treasures on the versatile PeakSlant32 cabinet.

For IGT’s core video offering, we will present a captivating content portfolio on our portrait and dual-screen cabinets. Standouts in the library include Money Mage Alcina Cash Eruption, Mighty X Festival, and Fortune Owl on the new PeakDual27 cabinet. Additionally, IGT’s performance-proven titles will be displayed, including Samurai 888 Katsumi and Prosperity Pearl on the PeakSlant49 cabinet.

Furthermore, an important focus for us is building a strategic long-term roadmap for operators in Eastern Europe. We remain diligent in continuing to develop our highly entertaining USwitch multi-game bundles that are programmed specifically to the region’s play styles and preferences. At the show, IGT will unveil its follow-up to the award-winning Clover Edition Purple multi-game pack, the new Sevens
Edition Yellow and Green bundles with 40 player-attuned games each.

We will see some ICE London debuts, including that of the PeakDual 27, and previews such as that of the new Unite chooser. How would you describe this year’s lineup of products to be showcased?

IGT is committed as an end-to-end solution provider to help our customers achieve growth in all aspects of their gaming enterprises. In addition to offering a diverse portfolio of compelling content and the latest hardware innovations like the PeakDual 27 cabinet and the impressive DiamondRS mechanical reel cabinet, we are thrilled to continue to offer market-attuned options for various regions throughout Europe.

Building on the success of the new USwitch multi-game packs for Eastern Europe, IGT will also introduce the new Unite chooser for the U.K., which presents a seamless integration of core and MLP content on one screen. Additionally, tailored for Spain’s Amusement with Prize (AWP) salones sector, IGT will preview the Magic Fortune Link MLP featuring four market-attuned themes, including Hephaestus, Dreams of Egypt, and Temple of Fire.

Rounding out our diverse portfolio for ICE, we will showcase the latest video poker innovations, including Game King multi-game poker on the PeakBarTop cabinet. IGT will also demonstrate its broad PlayDigital omnichannel portfolio featuring the latest premium content and technology.

To further provide a seamless gaming experience, IGT’s Systems team will present the Company’s industry-leading Resort Wallet with IGTPay cashless gaming modules of the IGT ADVANTAGE casino management system, which offers a range of conveniences and benefits for operators and players.

IGT at G2E 2019

The next edition of ICE is set to be the biggest on record yet. What are your expectations and objectives for the expo? 

We are confident our customers will value how we have innovated and evolved our existing game library and developed new games in virtually every category. ICE will give us a platform to communicate clearly that international market segments are a top priority for IGT, and we are committed to our market leadership as one of the leading suppliers for global gaming products. From MLPs with new and proven mechanics to a lively core video offering, we are building our roadmap globally by delivering next-gen performance-driving solutions.

We are also excited to invite attendees to an interactive booth that is consistent with our new look and feel that we showcased at G2E 2022, which created a favorable selling environment and experiences for existing and potential customers.

The event comes as we enter a new year for gambling. What is your assessment of the company’s performance in 2022, and what should we expect from it in 2023? What new technologies and trends do you expect to gain momentum this year?

IGT has been extremely focused on our ability to support our European customers’ growth and replacement cycles by leveraging our portfolio to deliver innovative solutions. As a result, IGT has received significant interest from operators seeking performance-driving products from a content and cabinet perspective.

To date, IGT’s products are showing solid results in the region, and we credit our success to a pipeline of entertaining game designs, captivating art packages, and player-attuned math and bet structures complete with first-rate hardware. IGT is committed to installing new products, reaching more locations, and bringing excitement to casino floors throughout Europe.

In addition to land-based solutions, there continues to be significant growth in iGaming, and IGT’s ability to provide high-performing, cross-platform content will help customers maximize player engagement. Finally, cashless gaming continues to gain traction, and IGT continues to evolve in this segment with our industry-leading Resort Wallet with IGTPay gaming modules of the IGT Advantage casino management

What other industry events does the company plan to attend this year?

We look forward to building on existing relationships and creating new ones with European operators through our presence at key trade shows and personalized events. This year in EMEA, IGT will be present at FIJMA in Spain, the Casino Operations Summit in Bucharest, Belgrade Future Gaming in Serbia, and the Entertainment Arena Expo in Romania, among others.