Aruze Gaming Global is looking to enter the premium slots space for the first time via the launch of its new Summit Reach signage package – set to launch onto casino floors around the world by the end of the year.
One of the truly eye-catching innovations on show at G2E Asia in Macau recently, Summit Reach is a towering LED display concept that seamlessly integrates with each individual slot machine in a bank – providing a stunning visual feast unlike anything else on the market today.
Speaking with Inside Asian Gaming, Aruze’s Global SVP of Sales & Marketing, Mike Sands, said the product represents a new approach for the company since assuming new ownership in 2023.
“One of the spaces that Aruze hadn’t really played in to any great extent was the premium space,” Sands explained. “It’s one of the verticals that we wanted to get into, and this is our first run at that.
“Obviously, if you’re going to be in the premium space [the product has] got to have a premium look and a premium feel. Most important, it’s got to perform like a premium game in order to warrant the spend, especially in North America with the lease fees that we expect to generate.”
First displayed as a prototype at G2E in Las Vegas in October, Sands said the company has spent the past seven months upgrading the engineering of Summit Reach, including improved software and interplay with the games themselves. The first of those games is “Triple Treasure Wheel” – building on the success of one of Aruze’s most popular titles in “Triple Treasure Pot”.
“What we did here is take all the great features from “Triple Treasure Pot” and added additional gameplay mechanics to really amp it up,” Sands explained. “You’ve got the three metamorphic, just like you did on Triple Treasure Pot, but with additional features added to it.
“It does have the premium feel and the response so far from the customers has been great. We’ve even signed some contracts already even before it has been approved. So, we’re excited to be in the [premium] space and this will be the first run of it.”
According to Sands, the development of Triple Treasure Wheel and Summit Reach speaks to the evolution of the Aruze brand, acquired by Frank Feng’s Empire Technological Group Limited from the former Aruze Gaming America in 2023.
The new entity, Aruze Gaming Global, boasts an expansive R&D program and a new-look sales team that has in recent years completely overhauled how the company approaches innovation.
“One of the most important pieces is how we are now strategically approaching our game development,” Sands said. “The old Aruze may have brought 50 titles out with, for example, a few gameplay mechanics that worked, but there wasn’t the same strategy and focus that we’re applying now.
“Instead of 50, we’re going to come out with 36. Why? Well, we have a qualification process now for the ideas that are going to go to market. It’s called the stage game process. A lot of manufacturers do this and the idea is, instead of 50, let’s bring out 36, but the hit frequency in terms of what performs should be higher, because it goes through that process. That’s exciting.
“We’re creating studios – we have third-party studios in addition to our own – so we’ve got some pretty good momentum.”
Asked where he sees Aruze fitting into the local supplier scene given the dominance of some of the big names, Sands stated, “We’re a small player. I’ve worked for the big players and it’s kind of nice to be on this side because we’ve got a tremendous amount of upside in front of us.
“I always say that if we can keep the big guys honest and offer our operator partners a way they can diversify their risk with some good performing titles, then they’re rooting for us. They want us to be successful and they want some diversification on their floors too.”
