Aristocrat Takes Shot at Online Gambling

By Debra SaundersGoogle


Aristocrat Technologies, one of the leading slot manufacturers and land gambling equipment developers, has recently entered the world of online gambling.  This past March, Aristocrat signed a collaborative agreement with non-download person-to-person game developer GameAccount Network.  The fruits of that agreement are a free-play gaming platform that GameAccount will provide for Aristocrat’s U.S. clients.  The gaming platform will provide online slots, poker, skill games, and table games.  The centerpiece will be the virtual versions of Aristocrat’s popular “brick & mortar” slots.  The lack of financial interaction precludes any regulatory involvement on part of the governmental authorities.


Dermot F. Smurfit, the managing director at GameAccount Network, said that the free online games will be a step in the right direction preceding the eventual legalization and regulation of U.S. online gambling.  He expects that, like in Europe, the free games will be a precursor to gaming for real money.  The deal between GameAccount and Aristocrat is pretty innovative in the American market because most of GameAccount’s business is actually European. 


The general manager of online gaming at Aristocrat, Gillian Findlay, said that the development of online gaming causes gamers to seek a richer gambling experience.  Aristocrat Technologies, he says, provides this as their games have been players’ favorites worldwide for quite some time.  Their hope is to bring this experience to the online gaming world.


The biggest competitor for Aristocrat Technologies will be International Game Technologies.  They have been developing games through their WagerWorks subdivision for years.  They also have much experience converting existing land-based slots to an online format.  The entrance of Aristocrat to the market will certainly change the playing field. 

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