IGT is a highly familiar name to Australian pokie fans, having released some of the most popular titles ever made. Classics such as the Monopoly range and Cleopatra can be found in pubs, clubs and casinos around the country and always boast numerous players at any time of day. Like Aristocrat, the other main name in the manufacturing of land based games, their business strategy has been brought right up to date and sees the company bringing many of their titles to the online and mobile landscapes through a range of partnerships and other deals with big casino brands.
Part of the issue that the company had when it came to taking to the online market was the fact that they were simply so far behind the likes of Microgaming and Playtech, two companies that have never released a land based pokie but had taken up the mantle of market leaders in the online space. IGT were, simply put, playing catch up to remain relevant in an industry in which they had such pivotal success over the years, with many observers feeling that while they had an extensive game catalogue consisting of some of the best titles in the world, they were not exploiting the property to full effect. However, the latter half of 2012 saw the company make huge strides in adapting their games for both online and mobile platforms. Dozens of new titles were released at some of the biggest name casinos in the world, capped off in December when a mobile version of Crown of Egypt hit the catalogues of some leading mobile casinos.
The Egyptian themed title joined the likes of Da Vinci Diamonds, a flagship title in the IGT range, which meant another classic pokie for players to enjoy no matter where they happened to be playing. As long as they have their smartphone or tablet to hand and a mobile internet connection, they are all set for another outstanding pokie experience. The game itself stands out in the crowd by offering both the 1,024 Ways to Win System on all spins, together with IGT’s own MultiWay Xtra betting pattern, both of which will be extremely familiar to pokie fans in Australia.
While the game development department had such a success in December, the rest of the business certainly did not stand still and the month also saw IGT sign one of its biggest partnership deals to date. While Ladbrokes and Paddy Power, two of Europe’s biggest online gaming powerhouses, have not yet made huge inroads into the Australian market, they are undoubtedly familiar names in the country owing to their massive size and gaming pedigree. Both came to terms with IGT to offer some of their biggest mobile titles, something which demonstrates the very real shift in online casinos from single brand operations to more of a gaming aggregator. Long term players will know that online casinos traditionally pick one of the larger providers, such as Microgaming, Playtech or Net Entertainment, and then base their entire software offering on titles from such companies. However, these new deals with IGT demonstrate that, in an effort to set themselves apart from the crowd, companies are becoming increasingly likely to take on additional gaming partners.
The fact that such a deal is possible is strong testament to just how much work IGT has put in to making their platform as flexible as possible. Neither Ladbrokes nor Paddy Power has had to modify their mobile casino platforms in any way, with the additional IGT titles integrating seamlessly into the existing operation. In terms of future developments, this will likely mean the rapid addition of classic titles to a number of operators.
As regular readers will know, Australian players face a few difficulties when it comes to enjoying IGT pokies online at the moment. Both Mr Green Casino and MoneyGaming Casino are among our recommended operators and offer a handful of IGT pokies, but have restrictions in place on Aussie players making use of them. The system is highly reminiscent of titles by Aristocrat Gaming, which suffer similar licencing complications. Nevertheless, our readers can be assured that as IGT pokies become more widely available in Australia, you will find out first here at Online Casino Australia.