Aristocrat Leisure
| File:Aristocrat corp logo.jpg | |
| Company type | Public company (ASX: ALL) |
|---|---|
| Founded | 1953  |
| Headquarters | , |
| Website | http://www.aristocrat.com.au/ |
Aristocrat Leisure Limited ASX: ALL is an Australian company, which has its administrative centre in the Sydney suburb of Lane Cove, although the majority of its research and development is done at its Rosebery site. It also has marketing and development offices in South Africa, Russia, the United States and Japan.
Aristocrat is the largest gaming machine manufacturer in Australia, and is one of the largest manufacturers of slot machines in the world (currently second only to US based International Game Technology). The company produced its first machine in 1953, and was listed on the Australian Stock Exchange in 1996. The company was founded by Len Ainsworth, who maintains a lucrative stake in the company, but is now Chairman of a different gaming company, Ainsworth Gaming Technologies. Aristocrat is now licensed to distribute slot machines and other gaming products in over 200 jurisdictions (note that many countries, such as Australia, have a number of different gaming-licence jurisdictions).
Products and Partnerships
Aside from spinning reel slot machines, the company also has strong interests in gaming systems (the compuertised network systems that manage slot machines), computersied card game simulations, electronic table games and linked jackpot systems (such as the patented Hyperlink (TM) system). The company has developed the exclusive Reel Power (TM) system, where players buy reels instead of lines, allowing up to 243 win combinations in the standard configuration.
To this day, probably the most iconic Aristocrat game is Queen of the Nile (TM), with its striking golden Egyptian theme. However, a key revenue driver for the company is its linked jackpot themes, such as the Cash Express (TM) or Jackpot Carnival (TM) hyperlink themes, which place large progressive jackpots over a number of machines, usually between 4 and 12, but theoretically up to 256 machines can be linked under one jackpot system.
Key strengths of Aristocrat are its advanced video graphics games, as well as its large range of low-denomination games. Many jurisdictions, such as the Nevada gaming district, have a majority of 1 dollar games, and a large proportion of mechanical spinning reels. However, most areas are gradually moving toward computerised gaming machines with lower denominations, which allow greater flexibility of bet and line combinations. This puts Aristocrat in a strong position captialise on future trends, since its base market in Australia is already well-developed in these areas.
The company has a number of distribution partnerships, such as its partnership with Sammy Corporation in Japan, which allow it to focus on software development while capitalising on the local presence of its distribution partner.
Corporate Information
Company revenue during 2004 was in excess of $1.1 billion Australian dollars. 2080 persons are employed by the company. Its current CEO is the former CEO of United International Pictures, Paul O'neile, and his experience in the entertainment industry combined with sound financial management has put the company its current strong and competitive position, with record earnings and profits throughout 2005. This is in contrast to earlier financial crises that the company has suffered, mainly associated with licence rejections in Nevada and dishonoured contracts in South America.
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