— THE CASINO INTERNATIONAL INTERVIEW —
As I don’t know of any casino operations professional who has made the transition from casino operations into running a slots manufacturing outfit, perhaps our first question should be how this appointment came about? Writes Ricki Chavez-Munoz, for Casino International.
Certainly, AINSWORTH CEO, Lawrence Levy has recent background as industry supplier when he served as Novomatic AG Global Sales Vice President, but his career in the gaming industry originates on the tables operation side, when slot machines were very much a subdued attachment rather than the largest grossing revenue in most casino operations.
CASINO INTERNATIONAL: How did your move into slots machine supplier from casino operations improve your industry perspective?
LAWRENCE LEVY: “The change was gradual. I joined Novomatic in 2009 in Peru, overseeing the operation and growth of their slot halls, also (for the first time) assuming responsibility for the sales side of the business. After just a few months, I understood that I had a slightly different perspective of the relationship between supplier and operator based on my operational background. I hope that this gives me a level of credibility with casino owners and managers that lead to a more productive relationship.”
CASINO INTERNATIONAL: What new disciplines did you need to acquire to improve your work in a slots machine suppler company?
LAWRENCE LEVY: “I would describe the move over to Ainsworth as being initially challenging, now exciting! With any international company the key to achieving your goals must start with open communication. I strive to hold scheduled one-on-one meetings with all department heads and regional managers, which lead to regular global discussions that clearly set out our company goals and objectives. Of course, having a handle on game development and R&D is critical, and I believe I have prioritized the disciplines required to meet and exceed market demands.”
CASINO INTERNATIONAL: Running a casino operation, owing to the dynamics of the work, needs more instant call decisions than when on the manufacturing side. Is this something to your advantage as AINSWORTH CEO?
LAWRENCE LEVY: “I believe that the experiences obtained from working in large and very dynamic organizations such as casino operations have allowed me to develop a connection with the consumer and be able to lead with this mission. Often you need to be reactive in your decisions in a live casino environment. As CEO of Ainsworth the strategy and planning must be pro-active. In the end we sell products to people, that is why I consider having experienced all 360° of the business cycles has allowed me to be able to better understand the needs of our customers.
CASINO INTERNATIONAL: We selected the title for this interview on the basis that AINSWORTH has entered the online casino business with Mustang Money, and this takes you full blast into another industry segment. How rapidly is Mustang Money advancing and which are its principal markets?
LAWRENCE LEVY: “Ainsworth expands its presence in the online market with our recent entry into the Mexican market as an operator with MustangMoney.mx at a crucial moment where the virtual gaming segment is expanding rapidly in the region. The Mustang Money casino marks Ainsworth’s first foray into the online casino market in Mexico.
“In just 7 months of operations it indicates the great potential of the market and the opportunity to delight the online public of the very varied line of slots now available in online formats.
“Also, under our brand Mustang Money RGS, we position ourselves in the market as a content provider, by making our extensive portfolio of games available online.
Today, Ainsworth supports its casino partners and customers with one of the most complete gaming libraries on the market, both in online casino markets, as well as in physical casino locations.”
CASINO INTERNATIONAL: Lastly, can you give us any advance on AINSWORTH’s product features for ICE 2020?
LAWRENCE LEVY: “Ainsworth is delighted to announce the release of its new A-Star™ cabinet line, giving ICE 2020 attendees the first look at these new products. The first two cabinets in the A-Star™ line are the Dual Screen featuring two 27” full HD monitors, and the A-Star™ Curve with its curved 43” monitor. This highly anticipated release is the result of extensive design and developments led by our Sydney-based R&D team and brings Ainsworth into the new decade with beautifully updated cabinets to make the most of our newest game titles.
“On the new A-Star ™ cabinet, trade show attendees get to experience Fiesta Grande™, a new Latin themed linked progressive series that adds ‘wow factor’ to gaming floors with customizable sign packages, four unique game experiences, and world-class graphics.
“Several new brands will also be displayed on the A-Star™ Dual Screen and A-Star™ Curve, including our Ultimate Upgrade™ brand with games like Cai Fu Journey™ and Captain Quest™. This game series offer new play mechanics and math models along with improved sound and art packages to take A-Star® content to the next level.
“Ainsworth’s legendary Multi Game line continues to expand with a new brand, Multi Win 20™, which launches in the wake of Ainsworth’s storied success with hit multi game predecessors like Multi Win 15™. More than 15 game versions have already proven their mettle in halls across all markets
“Also, attendees will have the opportunity to experience Mega Choice Treasures™, Ainsworth’s new line of multi-games. Mega Choice Treasures™ takes the multi-game market segment to the next level with player-selectable options such as multi-line, multi-denomination, multi-RTP, and multi-language, all of which are integrated into a 2-level mystery progressive jackpot. Mega Choice Treasures™ offers an indispensable game package with so many variations that it’s suited for every casino.”
