9. February 2009
Astra deliver progress, quality and success at IGE/ATEI 2009
Astra Games – Part of the Novomatic Group of Companies – revealed a product range steeped in invention and creative thought at IGE 2009. With a presence previously unmatched in Astra’s considerable ATEI history, stands 4120 & 4220 were the platform for a collection of games, cabinets and concepts that placed a clear marker for Astra’s intentions in 2009, and was met with a mixture of delight and appreciation by Industry partners.
“The investment we poured into development in 2008 really produced dividends at IGE 2009”, stated Astra Managing Director Zane Mersich. “In line with the Astra core game strategy, the entire product range incorporated a blend of familiar Astra proven game concepts with a collection of vibrant, innovative ideas; Enforcing Astra’s position as a groundbreaking company with strong, established game brands that transcend geographic boundaries and market sectors.”
The focused efforts of Astra’s development team came to fruition in the form of both video and reel based Category C games; the dazzling new “Diva’s Reels” themed category C Multiplayer was crowd favorite, impressed by the freshness of the design and simple playability of the game. Completing the Category C overhaul, three reel based single player machines – Pure Gold; Reel King Player and Diva’s Reels Player – were applauded for their mix of traditional reels with contemporary presentation. These games were accompanied by Astra B3 “Slotto Gambler”, already an established and popular game before the show, finalising a robust UK product range that offers something new as well as core player favourites.
“Diva’s Reel was unparalleled in terms of traditional machine presentation”, said Alan Rogers, Astra Director of Sales. “It “wowed” not only the UK industry but also the gathered International Industry, an indication of the talent and ideas within the UK sector.”
Astra devoted two thirds of stand 4120 to five of its key export markets – Czech Republic, Holland, Italy, Spain and Belgium - comprising a formidable export sector.
The Czech Republic featured Hi Energy; Holland introduced Fruits on Fire and Sinderella Double Action; Belgium presented Games Palace, Once Upon a Time and Multi Game Action Pack; Spain and Italy combined innovative video product with a number of reel based concepts:
Zane Mersich commented:
“A fantastic range of Export product was excellently presented by Astra’s partners in each of our key countries. The games were confidently received by an enthusiastic customer base and I believe that 2009 will be a strong year for Astra across our international markets.”
Adjacent to the Astra stand was Novo Casino UK, presented the latest Category B1, B3 and C games from Novomatic’s impressive stable. Magic Games II, the everlasting Adult Gaming Centre multi game compendium, was shown in a new £70 guise and featured the new game American Poker. Category B3 multi game compendium Magic Lotto also incorporated new games that enhanced the game play and created a new gaming experience for the player. Alan Rogers said:
“The longevity of Magic Games and Magic Lotto is incredibly impressive and proves the inherent quality and timelessness of the games. This will be enhanced even further in 2009, a must visit for every gaming floor operator in the UK.”
Stunning new cabinets and unbeatable new games is the formula for Novomatic’s UK B1 product range in 2009, combining the visually splendid aesthetics of the Super V+ Gaminator cabinet with a host of new Coolfire II game packs, including favourites such as world beating Columbus and new games such as Rich Witch and Plenty on Twenty. Also in attendance was Novomatic’s mystery win Flexi Link system, a glorious plasma screen presentation that will create a focal centre piece on any casino floor. Novo Casino UK is enthusiastic about new product and Zane Mersich commented:
“The introduction of Coolfire II in 2008 gave the UK market the first taste of the next generation of games from Novomatic. The games proved to be a hands down success, with superior graphics, multiple win line options and the head turning presentation combining to make this product range unparalleled in the UK market. With a host of new games and multi game packs for 2009, I expect the Super V+ Gaminator to go from strength to strength.“
NRGS, Novomatic’s remote game server system, took a considerable presence on stand 4220, as did Sports Betting Terminal Bet Pod, showcasing the cross company development processes within the Novomatic Group and the variety and scope of Astra’s product offering. The amassed industry stakeholders eagerly discussed each product, everyone nodding approval at the seemingly endless innovative opportunities presented by Astra and the Novomatic Group of Companies.
Overall IGE/ATEI 2009 was a positive start to the year, indicating a clear path for the future in all areas of Astra’s ever expanding business. Zane Mersich:
“Firstly, I’d like to say thank you to Astra’s partners and customers for the tremendous support shown at ATEI. It has been a difficult time for UK gaming and the commitment from all areas was abundantly evident on both the Astra and Novo Casino UK stands. Astra’s campaign to deliver product that embody our key brand values of quality, innovation and service came to the fore at ATEI this year, I believe that it is the first step in bringing success for Astra, our partners and our customers.”