Ainsworth continues to build its game library while transforming game development with the Unity platform
GLOBAL GAMES 2024
AINSWORTH GAME TECHNOLOGY
Innovation and Unity
Ainsworth continues to build its game library while transforming game development with the Unity platform
Australian slot supplier Ainsworth Game Technology began spreading its wings in North America eight years ago , when the company opened its new headquarters in Las Vegas . The company quickly established itself as an expert at producing high-denomination video slots that typically perform well above house average .
For the past three years , though , Ainsworth has reinvented itself in the slot market , broadening its horizons with new game styles in all denominations , while retaining its identity in the high-denom space .
Ainsworth games are making more and more appearances near the top of the Eilers-Fantini slot performance reports , and according to Sean Evans , the company ’ s vice president of marketing , the reason is an increased emphasis on targeted game development with a focus on the player .
“ It has been data-driven , player-focused development ,” Evans says . “ It ’ s been a rallying cry around our studios ; we ’ ve just become a lot more laser-focused on what ’ s working .”
Keith Kruczynski , Ainsworth ’ s vice president of studios for North America , says that laser focus has been on creating quality content for each individual market the company serves .
“ One of the things we ’ re really focused on is developing games in the markets that they ’ re targeted for ,” he says . “ Our Australia studios make games for Australia , our North America studios make games for North America , our Latin America studio makes games for Latin America .
“ And what we ’ re seeing is that the carryover between markets isn ’ t as great as it may have been five or 10 years ago , so we ’ re really focusing on what works in the markets the games are developed for .”
He adds that this also means keeping an eye on game performance in each market , while remaining open to trying completely new ideas .
“ That ’ s been the big part of our transformation from where we were three years ago to now ,” he says . “ It ’ s about understanding the markets , seeing what ’ s working , and building upon that . There ’ s been a huge focus on looking at the Eilers report and building on that , saying , ‘ Hey , this , this is what works ; let ’ s do that ,’ while still taking some swings , some calculated risks .”
It has helped that Ainsworth has spent the past few years building up its studio network . The company now has six game design studios — in Sydney , Australia , Las Vegas , Monterey , Mexico , South Carolina , Reno , and a new facility in Austin , Texas , headed by former Marketing VP Mike Trask .
Sure Things and Big Swings
Ainsworth ’ s display of games at the Global Gaming Expo will include plenty of what ’ s working in the market , as well as a few of those “ swings .”
What ’ s working right now , says Kruczynski , is the perceived-persistence pot-style game . “ What ’ s great about the pots is there ’ s a billion different things you can do with them ,” he says . “ It ’ s fun , and it allows so much creativity and possibilities for us game developers from a business standpoint .”
The effectiveness of this particular game mechanic was proven by this summer ’ s expansion of the San Fa series , in which San Fa Tigers and San Fa Rabbits were added to the original Dragons and Pandas versions of the game . While the animal character serving as the pot changed , the basics of the game remained the same .
The three characters above the reels represent “ Sticky Free Games ,” “ Jackpot Free Games ” and “ Extra
44 Global Gaming Business OCTOBER 2024