Nearly all the casinos in Australia turn to one slot machine manufacturer, Aristocrat Leisure Limited. This company was started by Len Ainsworth in 1953 and has been on an upward curve ever since. The company has grown to become the leading slot machine manufacturer in Australia and has now made forays into the lucrative American and European Markets. It is now one of the leading slot machine manufacturers in the world. This company puts greater emphasis on graphics and lower denominations gaming. Due to the shift from mechanical to fully computerized slot machines, Aristocrat is on the forefront of penny slots sales as well.
The company hit its jackpot when it released the Egyptian theme slot machine "Queen of the Nile" which turned out to be an instant hit. This game had a bonus round where your winnings tripled. This game's success influenced the other games that Aristocrat offered later. Dolphin's Treasure was one of the games influenced by Queen of the Nile. It however had a big jackpot unlike the queen. ReelPower is an innovation from aristocrat where the player will win if a particular symbol comes up on the reel instead of a combination of symbols on a single line. Lady Luck is another popular game where you get to chose new bonus games that you can play once you hit the bonus symbol. Penguin Pays is another game from Aristocrat which is a straight forward bonus where you earn coins whenever you hit the bonus symbol. The company also owns a video poker chain in Australia. This video poker chain is termed as Pokies in the Australian slang. This chain has been the leader in this growing market for video poker.
The Aristocrat Leisure Limited has been primarily based in Australia since its formation, but it has not deterred this company from venturing into other markets. It tried entering the American Market from the 1960's but was not able to function properly due to legal hurdles. It even had an office in Las Vegas way back in 1965. Only in recent future the company had been able to enter this market in full force. It entered the Japanese market and sold slot machines. The company however met with moderate success on that front. The company has also entered the vast European Market at the turn of the century. The company is now competing with industry giants like Bally and IGT.
The Aristocrat Company is now trying to replicate its amazing success in the Australian Market in the world market as well. The founder Len Ainsworth holds a stake in the company but has his own Slot machine manufacturer company as well. If the company could satisfy the needs of an Australian Gambler then they can satisfy any gambler's wishes. The brand Aristocrat is on an upward swing despite the downturn and soon a situation will come when if you play at a slot machine, it could be made by Aristocrat.
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