Cadillac Jack seeks to build on its success at home
Cadillac Jack, a leading supplier of gaming equipment to the United States and Mexico markets, has ambitious plans to extend its reach into Asia.
The company recently showcased a selection of its popular slot products at G2E Asia 2009 in Macau in collaboration with Silver Heritage Ltd, the Hong Kong based operator of Asian electronic gaming rooms.
In the Americas Cadillac Jack is particularly strong in the supply of equipment to the Native American casino market, as well as to the growing Mexico gaming market. Both of these markets are strongly value and price driven—from both the operators’ and the players’ perspective.
Cadillac Jack believes its experience in these value-focused markets will give it a good opportunity to sell into the equally value-focused emerging gaming markets in Asia.
Upward and onward
“We strive to develop content and technologies specific to the needs of each of the markets that we serve, whether it is Native American Class II or Class III slots, traditional Latin-style Bingo for the Mexico market, or specific themes and features suitable to the various markets in Asia,” says Mauro Franic, Cadillac Jack’s Vice President, Product Management & Marketing.
“When you serve the needs of the customer effectively, then you have the opportunity to be successful in any market,” he adds.
“Understanding what matters to our clients is the driving force behind everything we do. By recognising their priorities and challenges, we can develop and deliver the right solutions to ensure the continued success of their business.”
In Asia, those priorities and challenges include budgetary limitations, both from the operators’ and players’ perspective and also often regulatory caps on maximum betting and on size of jackpot.
Strength and Experience
Cadillac Jack is well positioned to tap in to this demand. Although its core market, the United States, is a single country with a central government, casino gaming there is regulated on a state-by-state and tribe-by-tribe basis. This means that Cadillac Jack is constantly rising to the challenge of fine-tuning its product offer for scores of individual markets and scores of different regulators. It’s achieved this by extending the range of its products and by making those ranges as flexible in terms of functionality as possible.
“Our focus has always been to develop compelling, feature rich products that create exciting gaming experiences for players while increasing profitability on the game floor,” explains Mr. Franic. “To realize this goal, we constantly evolve and improve our technology, which has allowed us to increase game performance and incorporate a variety of entertaining bonus features that attract players and provide a strong value proposition for our partners.”
“We believe this principle can be applied successfully in Asian markets,” noted Mr. Franic.
Flexibility
This provides flexibility in dealing with the regulatory requirements of its different markets. This flexibility could greatly assist the company in its entry into Asia. In Macau, for example, the demand is for Class III machines with on-board random number generators. In some other Asian markets, Class II machines operated on a community gaming or bingo-based system, where players compete against each other rather than the house, predominate.
Cadillac Jack will have the ability to work within many of the Asian markets since its slot products are available in either Class II or Class III formats. The products that will initially be introduced in Asia include the company’s popular 20 Line video reel games and its new series of 50 Line games. So Very Hot!
Cadillac Jack’s top performing and most popular game, So Hot™, features multiple free game bonus events where all wins are doubled. This sizzling game has proven to be a crowd pleaser and the company has chosen to develop many of its new 20 Line games around the So Hot model. So Hot was introduced to Asia along with Double the Devil™, Gecko’s Gone Wild™, Sakura Sun™ and Star of Phoenix™ during the recent show, and will soon be placed into casinos in Laos and elsewhere.
50 Line
Cadillac Jack’s 50 Line series is specially suited to markets where players enjoy machines set up for short bursts of max play, with frequent opportunities to hit the top awards. Those opportunities come during the free spin bonus, when three of the lower paying symbols morph into the highest paying symbols. What also makes the games extremely playable are the multiple vertical wilds which increase the reward amount and the game’s volatility. A sample of the new themes in the company’s 50 Line series were displayed at G2E Asia, including Asian-themed titles Tiger Magic™ and Wild Ninja™.
