Input from local operators is helping Atronic deliver products tailored to the Macau market.
Marketing director Sylvia Deitz met up with InterGaming at the recent Macau show and said that Atronic had adapted Cash Fever to the Chinese language for Macau after developing close relationships with local operators for the last year.
"Some operators only want Asian themed products," she said. "This means we have to specifically adapt the language, the cabinet artwork, game design - there are a lot of things to consider. Certain colours have certain meanings, for example, and the translations of certain messages have specific meanings.
"It has been difficult for us working in a market where the majority do not understand any English, but we are committed to delivering the products the operators in this market want. Most operators in Asia think that localisation is important."
Cash Fever already has five installations in Macau and Atronic also has deals with Las Vegas Sands, Galaxy and others lined up.
"We are hoping for a substantial share of this market when it opens up," said Deitz. "We have a distribution deal with IGB, but we also have a direct link here. We have had someone based here for six months and have seen the benefits of this immediately.
“Understanding this market has been a long process, and it is continuous. There is always something new to learn."