Grand finale in Moscow

Espelkamp/Moscow. „The efforts of the last months were worth it and were crowned by success. The vast product portfolio and the concept of ‘one stop shopping’ are the visible proof. We obviously struck a chord with our partners and customers,“ says Rolf Klug, member of the board of Merkur and Spielothek pillar international of Gauselmann AG, at the opening of the Moscow entertainment exhibition EELEX – the biggest and most important Eastern European trade show. The signals that it sends have a clear impact on the market.

For many months Rolf Klug and his team ardently worked toward this trade show. Our secret was finally to be revealed. In the preceding months many intrigued and inquiring questions from customers and journalists had remained unanswered. „In Moscow we finally wanted to shine with a successful start: a new look, a new name, and fantastic products that will underline our innovative capabilities in the long run – that was our ambition,“ says Rolf Klug.

For the first time, the German Gauselmann group had their own exhibition stand to present their European product activities. It was literally filled to the brim with new gaming offers: AWP/casino machines, roulette, touchscreen products, entertainment for kids, the tried and true cash-handling system, and for the first time in Russia also „sports betting,“ a globally flourishing industry.

However, the exhibited products were not the only news that were good for a surprise: Two subsidiaries of the Gauselmann group, STELLA INTERNATIONAL and MEXIM have pooled their product development competencies as well as their marketing and sales know-how, realized synergies in the last months and will from now on, with the power of a global player, bring the smiling Merkur sun even more consequently onto the European markets under the common brand name „MERKUR GAMING.„

The exhibition stand was designed according to the latest CI, where the Russian and international visitors could admire 13 brand-new and totally different AWP/casino machines. A new cabinet, or one could call it the „hardware,“ contains e.g. two TFT screens, better positioned loudspeakers for improved sound quality, and optimum ergonomics for the player. But what would the machine be without the ultra-modern LED technology, which offers a twofold benefit. The operators are extremely interested in the reduction of operating costs and the players are fascinated by the intensive light effects – two almost unbeatable arguments in the fierce competition about customers. Even behind the „glowing facade“ the new products made by Gauselmann have decisive advantages: the new integrated technologies offer higher protection against manipulation and ensure easy and service-friendly program-updates via USB-stick.

„In addition to the new video-based machines two jackpot variants made their debut, which will create even more thrill for the player, and it is the player who finally decides about the market success of a product,“ explains Rolf Klug.

Similar to other trade shows in Europe in Moscow, too, „Merkur Roulette“ and the unique roulette „Lucky Wheel“ fascinated the experts. Two prestigious awards in the Netherlands and very recently in Poland underline the fascination of the „Lucky Wheel“. But the „Spielemacher – game-makers“ topped it all. Before the eyes of the astounded exhibition audience „Merkur Wheel“ received its premiere. This video machine combines a new appearance with a bonus top-box feature.

Sports betting terminals from Cashpoint also made their debut on the Russian market.

The impressive exhibit of more than 50 products was completed by the „Trendy family“ (a favorite in Germany) – a touchscreen product, which in particular leads the popularity table of the young fun generation. A separate part of the exhibition space was dedicated to kids‘ entertainment. The centers of attention were the Disney kids’ entertainment machines and the „Space Car Simulator.“ Its 3-D animated design attracts and fascinates today’s computer kids. Fun and skill supplement valuable educational learning effects.

For Rolf Klug, the EELEX in Moscow sent a clear message: now operators in all of Europe will be able to procure all the products and design variants they want from one source – MERKUR GAMING. He explains: „We consider our ‚one stop shopping‘ concept a benefit for the customers. But it simultaneously also demonstrates our future-orientated market competencies, and the long-standing efficiency and innovative abilities, which we have proven in Germany for many decades.” The product offer exhibited in Moscow ranged from AWP machines to modern cash-handling systems. Many customers feel that „the Merkur world provides mature and future-oriented answers to almost any requirements of today’s entertainment market.“
On the evening before the first trade show day, the Gauselmann group had invited their major partners and customers in Europe to the first „MERKUR GAMING-Dinner,“ which took place in the representative library of the famous Kempinski Hotel. Among them were leading representatives of the Russian operators. The guests were not only fascinated by the illuminated Red Square at night and the Kremlin, the center of power, but they were also impressed by the exclusive product presentation and the new brand profile of MERKUR GAMING under the umbrella of MERKUR INTERNATIONAL of the German Gauselmann group. It was therefore not surprising that Paul and Michael Gauselmann were evidently satisfied with the echo to the customer event, and of course with the EELEX participation as such.

According to Paul Gauselmann it was a powerful kickoff, that proves that the family-managed company has the market competencies as well as the entrepreneurial power to enthuse European markets even more strongly for the gaming ideas under the Merkur sun.

Even in Moscow, Axel Pawlas, Rolf Klug and their team received full acclaim for their work in the last months: The EELEX organizers awarded them a prize for creativity for the MERKUR GAMING stand. The „Golden Dasha Prize“ is awarded for the most innovative concept of lighting, color selection, and sound effects. „A wonderful success for the entire team“, said Axel Pawlas.