GGB is committed to providing updated news and analysis on our weekly news site, GGBNews.com.

Aristocrat Launches Joint-Venture Games

Slot manufacturer Aristocrat Technologies has launched two new game titles in conjunction with video game-maker Sega Corporation, as part of a co-development agreement between the companies.

Aristocrat Launches Joint-Venture Games

Slot manufacturer Aristocrat Technologies has launched two new game titles in conjunction with video game-maker Sega Corporation, as part of a co-development agreement between the companies. The new games incorporate characters from the classic Sega games “Bonanza Brothers” and “Golden Axe.”

The games were launched at the recent Global Gaming Expo in Las Vegas.

“In late August, we announced that we would be developing content in more innovative ways, including through third-party collaboration,” said Paul Kitchin, Aristocrat’s chief marketing officer. “Our relationship with Sega is an early example of this approach, and we are very excited about its potential.

“We have been working closely with Sega on these two games. Sega has designed the graphics as an extension of their classic titles, and our game studios have provided artistic direction and the core mathematical game design. Bonanza Brothers and Golden Axe use a range of characters from the original Sega video arcade games, providing strong nostalgic appeal. We look forward to engaging customers around these games’ exciting features.”

Yasuhiro Nishiyama, Sega’s chief game producer, added, “We are excited to release two of our most popular titles to the gaming market in cooperation with Aristocrat. We hope that this will be the first of many opportunities for us to demonstrate our creativity in the gaming market.”

Meanwhile, Aristocrat also used G2E to launch the result of a licensing agreement with Churchill Downs to create the world’s first Kentucky Derby-themed slot machine. Called “Run for the Roses,” the slot is a reel-spinner in the RFX Stepper series with a video horse-race bonus game.

“We are thrilled to be the first company in the gaming industry to license the iconic Kentucky Derby brand,” said Aristocrat Technologies President Nick Khin. “This has been a collaborative development effort with both our U.S. and Australian R&D teams working on creating an exciting game and product concept around this worldwide recognized brand.”

“The Kentucky Derby is one of the few sporting events in the world that appeals to millions of people from every walk of life,” added Casey Cook, Churchill Downs VP of brand development and marketing. “This thrilling new partnership with Aristocrat Technologies is a unique and exciting platform to extend the Derby brand and communicate our modern-day relevance to a broader, entertainment-seeking audience with similar interests to those of our sport’s core and casual customers.”

The games will be available for sale in the first and second quarters of 2010, subject to regulatory approval. Aristocrat officials say the goal is to launch Run for the Roses before this year’s Kentucky Derby on May 1.

    Recent Feature Articles

  • Back to Basics: 10 Trends for 2023

    The 10 Trends for 2023 do not start with the recovery from the pandemic

  • Doing the Math

    The creativity of game design goes hand in hand with what keeps players at the game—the program math

  • Everything to Everyone

    Bally’s Chairman Soo Kim aims for the top, but will technology be his foil?

  • Regulating the Regulators

    Should regulators of the multi-state, billion-dollar casino industry come from the outside?

  • Paying It Forward

    How payment technology has successfully met the challenges of today’s gaming industry