More than 300 customers from throughout North America spent a busy three days learning the latest about Aristocrat systems technology and much more during the company’s annual Oasis 360 Summit.
Organizers called this year’s annual users conference, held July 7-9, the most successful to date. The event detailed Oasis 360 v12, the integration of systems and games and new agreements that take the system and its partners to the next level. Aristocrat’s Oasis 360, one of the gaming industry’s most sophisticated systems, includes robust, proprietary features that can be tailored to each property’s individual needs.
The summit took place in San Diego at the historic U.S. Grant Hotel, which is owned and operated by the Sycuan Band of the Kumeyaay Nation. Sycuan Casino is also an Oasis 360 partner.
“I hope that as you see what’s going on here that you take away a bit of a larger picture, and the larger picture is that really Aristocrat is a changed company from what it was two or three years ago,” Chief Product Officer Rich Schneider told attendees during the opening keynote presentation. “We really set about making ourselves to be a number one provider of systems and great gaming content across the board. That’s really what we’re doing.”
This year’s event featured presentations on a host of new technologies and highlighted new partnerships and acquisitions, including a $1.3 billion deal to acquire Video Gaming Technologies Inc. (VGT), as well as the purchase of Paltronics and the partnership with House Advantage.
Many of the new systems products and technologies were “a direct result of carefully listening to our customers’ wants and needs,” Aristocrat Vice President of System Sales and Marketing Kelly Shaw said in a news release. “The result is breadth of portfolio unlike anything before in our 60-year company history. We clearly demonstrated that we are listening, and we are providing industry-leading solutions to real business challenges.”
In the opening address, Shaw reminded attendees that they are not in the casino business. “We are in the entertainment business,” she said.
This means casino operators are facing attacks from today’s culture of convenience, and the myriad options out there vying for customers’ attention. To fight that battle, “you’ve got to try to get some of their attention and some of their time first,” she said. “But it is a hurdle that we can overcome together by enhancing traditional avenues of player engagement with mobile and digital technologies to increase real world play. In other words, if our greatest enemy is convenience, we’re going to turn it in to our greatest ally.”
Shaw highlighted a host of Aristocrat systems products and technologies designed to answer systems customers’ concerns and to increase visitation and spend, not only from older core players but younger demographics as well. Each of the solutions, including competitive and shared bonusing experiences, mobile apps and customer loyalty products, were described in more detail during the keynote presentation and in later seminars and sessions.
“While there is more competition than ever, Oasis 360 is giving you more ways to stay competitive, and in the process we’re finding ways to help you build relationships with players that increase both visitation and spend,” she said. “What we’re facing isn’t a set of obstacles. It’s a unique collection of opportunities, and I want to make sure we seize these opportunities together. The most important part of our business is you in this room believing in our vision, [and] having your voice heard.”
Summit sessions included an insider look at game development from Dan Marks, senior vice president of game creation; a presentation from Aristocrat Chief Technology Officer Manjit Gombra Singh on gaming industry technology trends; and a variety of sessions drilling down into specific features of Aristocrat systems products and offering tips on how to get the most out of each one.
The summit also gave Oasis 360 customers their first look at House Advantage’s HALo suite of gaming promotional software. Aristocrat revealed its licensing deal with House Advantage during the event. Under the agreement, Aristocrat will be the exclusive licensee and sales distributor for House Advantage’s gaming product suite in the North American market. Aristocrat will embed House Advantage software into Aristocrat’s Oasis 360™ casino management system. Aristocrat will also act as first level of support for the HALo suite of products, bringing world-class service to the software suite.
Additionally, Aristocrat and House Advantage will work jointly to develop new casino promotional software and loyalty solutions, according to a release.
“Leading casinos across North America are successfully using House Advantage’s elite software, which provides casinos of all sizes with a scalable, competitive, unique, innovative solution for building patron loyalty. This agreement reflects our commitment to bringing best-in-breed software solutions to our loyal Oasis 360 clients, and we are thrilled to bring these solutions to our company, to our existing Oasis 360 customers and to other customers across North America,” Schneider said in a news release.
The summit also gave attendees more details about Aristocrat Leisure Ltd.’s acquisition of all material assets of Paltronics Inc., a leading supplier of complimentary gaming products and systems, and provides a range of value-added applications from media and marketing management to progressive and bonusing applications for EGMs, video poker machines and table games. As Schneider said, “The acquisition of these assets will help Aristocrat further strengthen our outstanding Oasis 360 offering to our valued partners. This acquisition creates an even more fully rounded system with the best technologies combined with the best service of any system, anywhere, and gives us speed to market advantages as well as the ability to provide industry with future innovations.”