Aruze Gaming Global is witnessing stronger-than-anticipated expansion across Asian markets, with particular momentum in the Philippines, according to Lai Cozzelino, Manager of Global Product Management at the company.
In an interview with AGB at G2E Asia, Cozzelino outlined the company’s evolving presence and ambitions across the region, while stressing Aruze’s goal to innovate with immersive gaming content tailored to dynamic market conditions.
“Asia is going ahead of what we’ve expected,” said Cozzelino, citing active operations in the Philippines, Macau, and Malaysia. “We’re seeing very positive traction, particularly in the Philippines, which we believe will remain one of the fastest-growing markets in the near future.”
The resurgence comes amid Aruze’s corporate transformation following its financial restructuring in 2023. The Nevada-based gaming manufacturer—known for its video slots and electronic table games—filed for bankruptcy and was subsequently split through auction. Empire Technological Group, under its Play Synergy brand, acquired Aruze’s US-based slot machine operations, while Interblock took over its electronic table games segment. Under the new structure, Aruze Gaming Global emerged as a reorganized entity focused on revitalizing the brand and expanding its footprint.
“Though we carry Aruze’s legacy, we are also a startup in many ways. The company was rebuilt in 2023, and we’ve brought on original game designers while starting fresh with a new management vision,” Cozzelino explained.
Philippines poised for expansion
Despite broader concerns in the industry about slowing growth in the Philippines due to regulatory changes affecting offshore gaming operations, Cozzelino remains optimistic about the land-based segment.
“We’re more focused on land-based, and for us, the market isn’t declining,” he said. “In fact, we’re doing well and continue to see strong performance. The Philippines continues to show growth, especially with new casinos and gaming floor expansions.”
Cozzelino added that, while the number of casinos may not increase dramatically, there’s a visible trend toward diversifying and enlarging slot machine libraries. “Instead of just adding more properties, the expansion seems to be happening within the gaming floors themselves—more titles, more choices, and a greater variety of experiences,” he said.
Breaking conventions in Macau
Turning to Macau, Cozzelino acknowledged the city’s unique post-COVID recovery dynamics, noting that game preferences remain tied to traditional, Asia-themed formats. However, Aruze aims to shift the landscape.
“What we want to do is kind of break that ice and bring more immersive contents,” he emphasized. “We want to introduce innovation while still respecting what makes Macau distinct as a market.”
He hinted that the company is seeking to differentiate itself by delivering games that not only appeal to long-time patrons but also engage younger and more entertainment-driven players.
Looking at Asia broadly, Cozzelino noted Macau remains the region’s symbolic hub for integrated resorts and industry gathering, but the Philippines is leading in terms of slot machine diversity and volume.
“Macau is the center of Asian gaming in terms of prestige and integrated resort development,” he said. “But when it comes to slots—both in quantity and innovation—Philippines is in a very good position.”
Cozzelino also flagged Thailand and Japan as jurisdictions to watch. “Thailand is trying to move toward legalizing gaming, and Japan is beginning to open up with its integrated resort project following the expo. There’s definitely long-term potential in both markets.”
Aruze Gaming Global currently holds active or temporary licenses in 151 jurisdictions worldwide, signaling its readiness to scale quickly in emerging and regulated markets. The company’s strategy emphasizes agile deployment, close cooperation with regulators, and a focus on tailored content creation.
“Our goal is to stay flexible, move fast, and bring something different to each market,” Cozzelino concluded.
