Treat each region uniquely

Charles Seo – head of products, Asia at IGT speaks to AGB about their strategy for South East Asia. 

What’s our strategy for Philippines and rest of Asia?

IGT’s product and content strategy for Asia is to treat each region uniquely, we know that a single game strategy in which one product will work in all regions is not the best method moving forward.

In the last 12 months we have implemented changes within our Game Development Studios to meet the changing trends in Asia. One of the key changes we have implemented is incorporating our development teams in Asia together with our Australia Studios to become part of the APAC family, sharing the vast amount of knowledge and skills that each of the studios have on a day to day basis.

To better understand what is happening on the gaming floors across Asia we have also increased our interactions and discussions with key operators, something which needed improvement.

As part of IGT’s content strategy we are focusing on bringing “first to market” innovation products into Asia (both hardware and game content). We are actively reviewing our product portfolio and utilising IGT’s global R&D roadmap to select innovative game mechanics which will allow IGT to be first to market into the region.

We are also aware that there are classic IGT titles on the gaming floors that are strong performers and resonate well with players. We are looking to bringing those proven math models back into the regions as part of our “Perennial” Strategy.

 What products are you most excited about coming from IGT into Asia in the next 9-12 months and why?

I’m very excited about the vast amount of games currently in production and waiting to be approved across Asia.

 As part of IGT’s Turnaround Strategy, the last 12 months have been heavily focused on our Link innovation and development so I am looking forward to launching our recently Asia approved HyperHits & PrizeDisk family, as a link product – initially launched with Elephant King and Wolf Ridge – which will resonate well throughout Asia.