Transitioning to the US land-based EGM business for Asian online game success stories | AGB
Summary
Certain Asian gaming manufacturers are moving beyond online and social games to place their successful IP on US casino floors. The article highlights Velvix — a Taiwanese studio that repurposed online content into slot cabinets after COVID disrupted Asian land-based reopenings. The transition involves technical, design and commercial challenges: RNG certification, engineering, bespoke cabinet design, and ensuring the hardware attracts players. The US market offers scale not just in Las Vegas but in major regional venues with sizeable Asian player bases, making localisation and targeted marketing important advantages for Asian suppliers.
Key Points
- Asian studios (eg. Velvix) are porting online/social game IP to physical EGM cabinets to reach land-based markets.
- The pandemic accelerated this strategy as US markets rebounded faster than some Asian jurisdictions.
- Transition requires RNGs, mathematicians/engineers, and custom cabinet design — hardware matters as much as game software.
- Screen, speakers, lighting and button decks are critical to attract players; placement on the casino floor affects performance.
- The US opportunity spans beyond Las Vegas: large regional casinos near San Francisco, Palm Springs and other hubs draw significant Asian play.
- Localised, Asia-focused marketing and language support in US venues can help Asian-made EGMs perform better with target demographics.
Content Summary
The piece follows industry veteran Chris Wieners’ observations and Velvix’s experience converting social/mobile titles into physical slot machines. It outlines the practical steps — from securing RNGs and engineering expertise to assembling cabinets and refining audiovisual elements — and stresses the importance of understanding player mentality. Even excellent software can fail if hardware and placement don’t draw attention.
The article also covers market strategy: while Las Vegas remains prominent, lucrative opportunities exist in major regional casinos with large local Asian communities. Operators may accept risk on new titles, offering manufacturers a foothold if they research locations, build the right relationships, and tailor products and marketing for local Asian players.
Context and Relevance
This trend reflects broader convergence between digital and physical gaming: manufacturers leverage IP and player data from online channels to diversify revenue and reduce market concentration in Asia. For operators, fresh cabinet content provides differentiation and potential new revenue streams. The story is relevant amid post-pandemic reopening patterns, rising competition among EGM suppliers, and growing emphasis on localisation to capture niche player segments in the US.
Why should I read this?
Short version: if you make games, sell casino hardware or run casino floors — this is handy. It explains why Asian studios are going physical, what actually needs to be built (yes, the screen really matters) and where the money might be in the US beyond Vegas. Saves you the legwork: lessons on tech, placement and marketing in one tight read.