BULGARIA DECLARES ITSELF WITH ACCELERATION AS PERSPECTIVE HUB FOR GAMING BUSSINES

Тhe key gaming event in Eastern and Central Europe is only six weeks away. The show will be held at 20-21 November in Sofia, Inter Expo Center. BEGE wil gather once again some of the biggest industry brands to showcase their latest technology and products in online gaming and land-based gaming market.

Mr. Marcus Schmitz is Director of Sales EMEA, JCM Global- one of BEGE long standing particapants. Concerning the upcoming edition of BEGE Mr. Schmitz shares his impression about the growth of Bulgarian market and lifts the curtain on JCM newest products.

GS: Mr. Schmitz it is well known that casino operators of all sizes and in all corners of the world rely on JCM Global to safeguard their casino security. Could you tell us a little about the story of JCM Global? 

Some people in the gaming industry might not realize JCM’s history dates back to 1955 when the company first began making cash registers. That founding was spurred by a spirit of innovation that lives on to this very day. As for gaming specifically, JCM has very strong ties with the gaming industry, indeed. That began in 1988 when JCM released the world’s first bill validators for gaming devices. Back then, they were side-mounted, and the impact was immediate. Almost overnight, operators began to see increased revenues from slots, and casino floor layouts began to shift from mostly tables to mostly slots. That growth escalated when JCM partnered with IGT to imbed bill validators in video lottery machines. Of course today, JCM bill validators are found in most gaming devices in casinos all over the world, and it has been our honor to partner with suppliers and operators worldwide to bring better security, efficiency, and accountability to casino operators. We continue to work with casino operators to help them increase customer connections, floor security, and of course to optimise their cash management.

GS: What aspect of JCM Global are you most proud of so far? 

I’m very proud that we continue to set global standards. For example, our WBA set a form factor standard in the 1990s, which is still followed by the industry today. Since the WBA we have constantly raised the bar on what “standard” means. For example, our iVIZION with CIS technology, which nearly seven years after its release stands head and shoulders above anything in the market. These standards emphasize the leading role of JCM in the casino sector.

GS: Your extensive line of award-winning products set global standards. Isn’t it hard to maintain this status? 

Setting standards isn’t easy, and it should not be. Our development teams are driven by that spirit of innovation I mentioned earlier, and our products and technologies are the result of hard work and our constant pursuit for improvement and innovation so that we can offer our customers the very best protection possible. It is the talented people in JCM’s worldwide offices who drive our success. Our employees’ aspiration to think and design innovative solutions is the foundation of JCM’s success, and we will never stop innovating for our customers. 

GS: Could you state 3 benefits that help you to remain one of the most popular services?

First, we steadily improve our products. Today, we have an enviable and extensive line of innovations that help operators meet the conditions and needs of today’s market. These products help our customers protect their gaming floors, and they also help reduce their operational costs with efficient, service-friendly designs. Next, our preventative maintenance and training programs further help our partners minimize unnecessary service and repairs. Last, we work hard at delivering excellent customer experiences by carefully listening to the individual needs of our customers to provide them with solutions that meet their specific needs.

GS: This year you have been promoting some system products, including one said to be able to track every single banknote in the casino floor. Could you please tell us more about those products? 

Recently, we have promoted several systems, which are an important part of our product portfolio. TableXchange Plus is for table solutions, Ticket2Go is an after-market ticketing solution, and PROMONET is our couponing solution. Then, there is our patented FUZION system, which continues to create game-changing solutions for the industry. For example, FUZION connects with our Intelligent Cash Box system, or ICB. ICB 3.0 is the latest version, and when connected to FUZION, the amount inside the cash boxes is automatically reported to a database. The new ICB dashboard also has customizable web reporting that allows users to securely access essential information like bill or ticket acceptance rates, duplicate assets, error history and revenue anytime, anywhere. You get complete information, meaning you can make intelligent, proactive plans to improve your cash handling processes.

GS: Will you bring those innovations of yours to BEGE this year? 

 
Yes, the table solutions will be on display with our partners, and we will be showing ICB 3.0 in our booth at BEGE.

GS: You been in attendance in previous years, what was the experience like for your team?

This show has been developed very positively over the years. From what was once a little smaller show, today BEGE is an important event for the region.

GS: How did BEGE visitors respond to your products and solutions last year?

We were very excited that at last year’s show, our MRX Modular Banknote Recycler was honoured as the best Payment Solution. Of course, the audience then was keen to learn more about this new, award-winning product, as well as other JCM products. Those who have missed the chance to see MRX last year, should make sure to come and see it this year, as the modular design of MRX gives great flexibility for operators.

GS: Mr. Schmitz, JCM Global is BEGE partner and supporter. Why it’s important for you to support BEGE ? What BEGE means for JCM Global?

This has traditionally been a good show for JCM. We have been able to use the show to gain important feedback from many customers throughout the Balkan region and in Bulgaria in particular, where we are partnering with three leading manufacturers. That feedback helped us to improve the UBA 10, and now we are happy to introduce the region to UBA’s successor, the new UBA Pro. We believe the UBA Pro will be the new standard of bill validation from JCM, and we invite BEGE attendees to visit our booth to get a closer look at the UBA Pro and gain a greater understanding of what makes it unique. It builds on the solid foundation of the best of our bill validation technologies and raises the bar. This is characterized by a significantly improved performance, impressive speed and reliability, as well as compatibility with the successful UBA/iPRO-RC series.

GS: What’s the roadmap for JCM Global? Any plans for new market expansion? 

JCM continues to grow worldwide. Speaking specially to our EMEA operation, we are observing an increase in operations and demands on the African continent, and we are moving quickly to meet constantly growing customer demand for our products. Due to the almost 200 currencies and the impressive amount of different software versions from JCM, which are supported by our major devices, we already maintain a high level of market penetration in the casino sector in this region.

GS: How do you see the market in Bulgaria? 

Bulgaria is an important market. There are roughly 22,000 slot machines in Bulgaria, and you also need to consider all those slot machines, which are produced there and distributed all over Europe and beyond. 30 casinos with hotels and resorts are spread across the country and attract tourists from other countries. Our new FUZION system will enable the casinos to serve these customers by accepting multiple currencies. Operators in Bulgaria, just like operators worldwide, rely on JCM products to protect the casino floor. Bulgaria also has a vibrant street gaming market, which offers very good standards and services. Additionally, the recent change in tax regulations favours operators and can be assumed to boost the market. We see good ongoing business potential in Bulgaria.

GS: What sort of innovation can we expect from JCM Global in 2020?

I don’t want to reveal any details just yet, but we are quite optimistic to present new innovations over the next two years. Please stay tuned for JCM’s news in 2020.

GS: How would you describe the culture of the company?

 
JCM is driven by an integrative culture of innovation and cooperation. We strive to provide a positive working environment for our multi-ethnic staff with open channels of communication and a close partnership with our customers, who are at the center of everything that we do. Our goal is to treat everyone with respect and dignity, caring for a high level of integrity in all we do, and that applies to customers and employee alike.

GS: JCM has strong environmental policy. Would you please say few words about how you define what you call “environmental aims and target”? 

Environmental protection is a very important matter, which concerns us all. What you refer to are the stringent environmental goals we set for ourselves as a global business. Each year, we re-examine our goals and revise them as necessary so that we constantly improve our environmental management system. Our headquarters and all factories are ISO-14001 certified. We actively seek out materials that limit pollution and make no use of harmful substances, both during the manufacturing process, and post-product life cycle. We actively promote resource saving, energy saving, recycling and disposal reduction, and we pride ourselves in being sensitive to the fact that we can make a difference for the future of our planet by doing our part as a business.

GS: JCM Global participates in some sum raising activities for supporting the responsible gaming. Why this is so important for your company? 

JCM has been a long-time supporter of responsible gaming research and education across the globe. One great example of our commitment to responsible gaming is the annual AGEM/AGA Golf Classic Presented by JCM Global in the US. We created this event 22 years ago with the AGA for the specific purpose of funding research conducted by the National Center for Responsible Gaming, and to date, that event has raised more than USD 2 million in support of this great cause. We believe the entire industry has a responsibility to support these types of efforts, and we are honoured to be a part of this cause.

GS: How do you think the industry will develop in the next five years and how do you see the role of JCM Global?

We will leave the speculation and forecasting to analysts. However, we will say that wherever the journey ahead takes us, JCM will be leading the way, driven by our spirit of innovation to create devices and systems that help protect our casino partners, and help them deepen the connections they have with their customers.

GS: Some personal questions at the end: How did you find your start in the industry, and how did you arrive at your current position?

 
I supported JCM in an advisory capacity regarding business and IT questions. Numerous developments finally brought me in the happy position where I am today, directing JCM’s EMEA activities in the casino sector.

Did you ever visit Casinos before you worked in this industry?

Yes, but considering the background of all the experiences I have made in the industry, I can say that my perspective has changed. Today I see casinos with different eyes.

How do you like Bulgaria? Your favorite place to visit is… 

 
I like Bulgaria a lot, especially since I have been working in Bulgaria for 4 years. My favorite place is Vitosha Mountain at the black peak upper station in Sofia.