The Austrian manufacturer and operator continues to see potential in the European market, while also embracing opportunities in both North and Latin America.
APEX Gaming celebrated another successful ICE, with the show offering the chance for the company to connect with its global customer base together in one place.
For this year’s edition of ICE, APEX showcased its Pinnacle gaming machine series alongside its latest gaming platform, the EVO3 and new high-definition games Dragon Egg and Reel Attraction.
Also highlighted were APEX’s award winning iDROP and iDROPe cash and ticket handling solutions for live gaming tables, incorporating an integrated ticket printer, bill validator and SAS interface.
“Success is like a snowball effect, everybody talks to each other and the strength of our product portfolio is driving our growth,” said Kubilay Ozer, APEX’s global sales director.
APEX is also an operator and Mr. Ozer suggests that this experience helps inform and shape the company’s product offering.
Success is like a snowball effect, everybody talks to each other and the strength of our product portfolio is driving our growth
“Being an operator is a huge advantage, since it allows us to monitor the customers and operators needs directly and just within Europe, we have observed significant variations in player behaviour which we take into account when designing our products.”
“Additionally, from an operational standpoint we try to make things easier for the operators and their technical departments. For example, on APEX Slant-Tops you can fill the printer paper or maintenance the head unit of the Bill Validator easily without opening the main-door. Seemingly small details but as an operator you notice that these leads to efficiency increases.”
APEX continues to grow rapidly, and while Europe is a mature market, Mr. Ozer states that from the company’s point of view, there remain significant opportunities to expand its market share even further.
“We are well placed since we have a range of products that offers something for every venue, regardless of size,” he added.
The company has also recently started doing business in Canada and the US – designing game content specifically for the North American market – and has already seen success in North Carolina.
“At present, we’re concentrating on the tribal gaming segment, which has continued its trend of growth and expansion,” Mr. Ozer explained. “Latin America will also be a focus in APEX’s international expansion plans, with the firm looking to expand its sales team this year, bringing in a local expert.
“You have to work with the local people, it’s impossible to run a business from Europe without having a presence in your target market,” Mr. Ozer affirmed.
You have to work with the local people, it’s impossible to run a business from Europe without having a presence in your target market
“In addition to our recent installation in Suriname, we are also seeing repeat orders from Panama. Speaking to our Panamanian customers, if you look at the revenue share, even our older platform is doing really well in terms of turnover.”
Looking ahead, Mr. Ozer predicts that interactive games will continue to grow in importance: “This type of content is growing in popularity with young people, taking account of this we also integrate interactive games into our platforms as part of an omni-channel approach.
“As part of this, all of our machines can be connected to live table and or automatic roulette, for example, an operator can connect our slot machines to live/automatic roulette and/or vice versa.
“This enables customers to stay at one APEX machine and play games across the casino floor, enjoying a seamless experience.”