Winning Experience

Interview with Tashina Lazcano, Director of Marketing and Communications, Konami Gaming, Inc.

Tashina Lazcano joined Konami in 2014 as marketing communications specialist, bringing in-depth understanding and extensive experience in digital marketing strategies to Konami as the company expanded international initiatives, and implemented growth strategies across its entire business. Earlier this year she was named director of marketing and communications. Tashina is active in the gamingindustry nonprofit organization Global Gaming Women, where she serves as a Lean In Circle Moderator, Mentorship Committee Member and Marketing Committee Member.

Tashina, first I want to thank you for taking the time to speak with me. You have recently been promoted to the director of marketing and communications, so please tell our readers more

By Victor H Royer

about yourself and your role at Konami. Anyone who has traveled into Las Vegas has probably had the chance to look out an airplane window and see the big, red “KONAMI” letters on our headquarters building, just feet from the runway. That is the global headquarters for Konami Gaming and in that building we develop, design, test, and manufacture gaming entertainment, and systems technology reaching markets across the globe. That is also where my team and I are located. I’m now in my ninth year at Konami Gaming, where I primarily focus on mass marketing and communication, emphasizing the online sector.

How has the direction and vision statement for Konami changed since G2E 2021? Or has it? Coming out of that year, Konami delivered a number of big wins for casinos and their players, including All Aboard, which has ranked as a top-grossing parent game for 23 months; DIMENSION 49, which has ranked the industry’s number-one, top performing core portrait/portrait slant cabinet for 10 months; cashless and cardless technology, proven successful through Konami’s SYNKROS casino-management system; and SYNK31, a comprehensive, new system for anti-money laundering (AML) / Title 31 compliance. For G2E 2022, Konami showcased entertainment and technology rooted in the winning experience: celebration, team spirit, and high reward. Guests can tap into more fun in Konami’s DIMENSION content, and more SYNKROS systems tech focused on creating, facilitating and reinforcing winning moments.

Please tell us about the newest leadership appointments at Konami and in which roles they now serve within the company.

In August, Konami Gaming announced the appointment of longtime industry veteran Gerard Crosby to senior vice president and chief games product officer. He’s worked in games R&D, engineering, product strategy and business operations for nearly 30 years, more than 20 of which were at Konami. Most recently, Gerard was appointed director of product development at Konami Australia. Now as senior vice president and chief games product officer for both Konami Gaming and Konami Australia, Gerard is responsible for leading the company’s global games R&D, including vision, conceptualization, strategy, and execution. He has a deep understanding of the industry, and how to leverage Konami’s potential therein to drive the best results for casinos and the best gaming experiences for players.

This was the first fully post-pandemic gaming convention in Las Vegas, and we’d like to know how you see Konami positioned in the current and future gaming market. Konami’s position in the market is one of high quality, growth and stability. To speak to product quality,

Konami’s latest DIMENSION premium-lease product has proven the test of time, as All Aboard continues to rank one of the industry’s top-grossing parent games, and new releases like Ocean Spin and Lucky Envelope regularly hit the charts as well. DIMENSION directfor-sale product has also established a demonstrated track record of success, with DIMENSION 49 ranking as the industry’s number-one highest performing core portrait/portrait slant cabinet for 10 months. And Konami’s SYNKROS continues to drive new convenience, efficiency, flexibility, analysis and results to the gaming floor as the system of choice for operators across the most competitive gaming markets in the world.

As our business is beginning to return to pre-pandemic levels, Konami’s growth is shown through 50 percent year-over-year growth in net revenue. During this time, Konami has successfully entered the historical horse racing market with our first HHR machines. We’re also expanding into Class II and New York Lottery VLT, which we displayed for the first time at G2E this year. Stability is another core market characteristic of our business. Konami understands what it uniquely offers the industry and we consistently deliver it. We retain a highly tenured, consistent leadership, with a combined 100-plus years of Konami experience just among the executives in our C-suite. Konami has logged more than two decades of operating experience and collaboration between our three owned development studios in Las Vegas, Sydney, and Zama, Japan.

Which are the video games and related technologies which Konami has been presenting? What is new and innovative about them?

One of the top series at G2E 2022 was Bull Blitz, available now on our award-winning DIMENSION 49J and new big-screen DIMENSION 75C. Following proven success in the Australian market, Bull Blitz is now hitting North American audiences with a high-energy, credit-collection bonus in the style of All Aboard. However, this series has an XTRA HIT feature that awards all shown credit awards all over again for each coin that lands in the feature. So the reward potential for players is incredibly exciting.

Another showcase series on DIMENSION 49J and DIMENSION 75C is America’s Rich Life, available now to casinos. It features the 1987 Grammy Awardwinning song “Living in America” by Rock and Roll Hall of Fame honoree James Brown, while giving players the chance at many unique, wheel-spin events, including a chance at the $10,000 Grand. The world’s first BattleBots slots are also taking to the casino floor this year. Based on the popular robot combat sport and reality TV show, broadcast in over 150 countries, Konami’s BattleBots slots feature iconic environments, sounds, scenes, and bots from the show. BattleBots slots offer a big mix of features, including giant symbols, expanding reels and a free game feature that offers a chance to cheer fan favorite bots in a fight to fortune.

Konami’s number-one-ranked core portrait cabinet, DIMENSION 49 revealed a number of linked progressive series at G2E 2022 for the first time, including Lucky Drums. This is an original, multilevel, progressive-slot series, available now with three different Grand reset options for operators to select from: $10,000, $5,000, and $2,500. Throughout primary play, the standard five-reel frame can double in height with any three or more Wild Drum symbols, awarding a bonus re-spin on the expanded reel frame for more ways to win.

Prize Strike is another proven series out of Australia that we’re excited to introduce to expanding markets. Featured on our latest stacked-screen, core cabinet, DIMENSION 27, Prize Strike gives players a new credit-collection adventure, with a fun tally board in the middle screen to track their wins and bring even more excitement to a long list of random features within the prize feature. Some of the random-feature events include XL symbols, random multipliers, bonus awards and progressive jackpots. If the entire tally board is filled, players are awarded the big progressive Grand, with a reset configurable to $2,500 or $5,000.

For these video titles, which of them have new, or re-imagined cabinets?

All of these original series are featured on Konami’s latest cabinet hardware line: DIMENSION. For over two years, this product line has proven performance and reliability in the field. The machine operates extraordinarily well, and the player experience both attracts and retains. Konami has expanded DIMENSION to a total of five DIMENSION form factors. All share the proven base components as the original, award-winning DIMENSION 49J—including sleek design, dual spin buttons, dual cup holders, a sloped footrest, a sheen finish and smartphone chargers.

DIMENSION 49J is the premium, original, J-curve cabinet, named 2021 “Best Slot Product of the Year.” It has demonstrated success by consistently ranking among the casino industry’s top premiumlease cabinets and it’s the launch pad for All Aboard, which has ranked among the industry’s top-grossing parent games – premium-leased and wide-area progressive for 23 consecutive months, according to Eilers & Krejcik. DIMENSION 49 shares nearly all the same key elements of the premium DIMENSION 49J curved machine, but with a 49-inch, flat, portrait display. DIMENSION 49 offers a morestreamlined cost option for a strong pipeline of core video-slot content, with industry top-performing series like Fortune Mint and Triple Sparkle.

DIMENSION 75C is a big-screen premium cabinet in Konami’s DIMENSION line, with one jumbo monitor, curved from top to bottom in a slight “C” shape. DIMENSION 75C supports popular Konami game intellectual property from the DIMENSION 49J, such as All Aboard and Ocean Spin.

DIMENSION TOP Box offers players and properties yet another exciting form factor for creative Konami entertainment, with its own premium content library. Using the same, proven base design as the DIMENSION 49J, DIMENSION 27 and DIMENSION 49, DIMENSION TOP Box is unique in its screen configuration. It is composed of a lower 27-inch screen and an upper 49-inch screen, both in ultra-high definition. This machine is scheduled for release early this year. Debut series that showed at G2E included Cash Parade, China Shores Pagoda, and Mayan Chief Pyramid.

DIMENSION 27 is Konami’s newest, stackedscreen core cabinet, featuring three 27-inch monitors in ultra-high definition. The bottom screen is roughly at a 70-degree angle for ease of view, while the top two screens stand vertically. DIMENSION 27 is the launch pad for a strong variety of game content, including SeleXion multi-game packs, extended ROM progressive-jackpot games, integrated stand-alone jackpot games and original linked-progressive series.

What is new and innovative about these cabinets or their hardware components?

I mentioned that the DIMENSION 49J was first-place winner for Best Slot Product in the 2021 Gaming & Technology Awards and it’s also resonated with players. This year its debut slot series, All Aboard, was awarded first place for Best Video Slot and Best Progressive Slot in Southern California Gaming Guide Reader’s Choice. It’s given players truly fun and memorable reward experiences, which we’re thrilled to see. DIMENSION 49 has also been shaping the gaming space. This machine has ranked the industry’s number-one, highest-performing core portrait /portrait slant cabinet for 10 months, according to Eilers & Krejcik. And DIMENSION 75C is the first and only cabinet to offer a multi-game edition of player-favorite All Aboard— bringing together four proven All Aboard base games in one machine.

Which of these titles are lease, sales or participation?

Titles offered for sale are:

• Lucky Drums (DIMENSION 49)

• Fortune Mint (DIMENSION 49)

• Triple Sparkle (DIMENSION 49)

• Ocean Spin (DIMENSION 49)

• Prize Strike (DIMENSION 27)

• SeleXion multi-game (DIMENSION 27)

Titles offered for lease/participation are:

• Bull Blitz (DIMENSION 49J and DIMENSION 75C)

• America’s Rich Life (DIMENSION 49J and DIMENSION 75C)

• BattleBots (DIMENSION 49J and DIMENSION 75C)

• All Aboard (DIMENSION 49J and DIMENSION 75C)

• Cash Parade (DIMENSION TOP Box)

• China Shores Pagoda (DIMENSION TOP Box)

• Mayan Chief Pyramid (DIMENSION TOP Box)

For these video games, which do you think is the future: sales, lease or participation? Which do you think will be the dominant methodology in this marketing?

Both are important to give operators options to diversify entertainment on the casino floor. With the success of DIMENSION 49J, All Aboard, Lucky Envelope and Ocean Spin, Konami has achieved considerable growth in its premiumparticipation footprint. Our popular J-curve machine is positioned for far more, as G2E guests are discovering top series such as America’s Rich Life, Bull Blitz and BattleBots! We have even more premium-form factors coming to casinos with DIMENSION 75C and DIMENSION TOP Box. Konami is clearly invested in the premiumleased category, and continues to drive performance and player popularity in this area.

At the same time, for-sale content has been at the core of our business since Konami Gaming was first established. Players have enjoyed Konami core content for decades and our team continues to develop top-tier titles to this day. DIMENSION 49 and its debut series Fortune Mint and Triple Sparkle have consistently ranked in industry performance charts since arrival to market. Add to them series such as Lucky Drums and Super Multiplier Link on DIMENSION 49, and games like Prize Strike and Stuffed Coins on the DIMENSION 27, and there’s a wealth of winning core entertainment to power properties for the months and years to come.

Are any of these titles available in cashless configuration?

Absolutely. Konami’s SYNKROS casino management system has supported cashless wagering through its Money Klip cashless wagering module for many years. It’s compatible across manufacturers and even at the table games. It allows players to load funds to their loyalty account and perform secure digital transactions directly at the gaming machine or table. They can even spend their digital funds at non-gaming outlets like property restaurants and bars through interfaced point-of-sale systems. There are a variety of factors – including venue type, audience demographics and regulatory requirements – that influence the type of cashless solutions a casino venue may choose to implement. SYNKROS has the strength, technology and flexibility to power a wide array of roll-out options to suit each casino’s unique operations.

In the gaming industry, manufacturers often refer to a segment of their products as “premium.” Which are those that KONAMI is showcasing?

Premium games are a category of slot entertainment which, due to its branding, merchandising and/or hardware, is structured as leased product. It gives players a different type of slot-entertainment experience compared to standard for-sale content, and it gives operators a diversified asset mix.

A huge mix of premium series were featured at Konami’s G2E 2022 exhibit. I mentioned a few, like Bull Blitz, America’s Rich Life, BattleBots and All Aboard. Another is Great Guardians Link, with an All Aboard-style creditcollection feature and art inspired by the original five-reel game Konami first released on Concerto. Great Guardians Link features a one-level, linked-progressive Grand, a one-level, stand-alone progressive jackpot, and four different bonus prizes that scale according to denomination and bet level. In addition to working their way to jackpots during the familiar credit-prizecollection feature, players have the chance to win an instant, stand-alone progressive jackpot randomly during primary play, as it randomly appears atop a Trigger symbol.

On Konami’s new DIMENSION TOP Box, we have premium series like Cash Parade, inviting players to a theme park parade of lights, which they can spin to win random prizes from brilliantly animated parade floats. Throughout game play, Gold Star symbols appear on reel five, triggering bonus events when they land in combination with coin symbols and/or Cash Parade symbols on the preceding four reels. China Shores Pagoda is another premium series on DIMENSION TOP Box. Fans of Konami’s China Shores can take the iconic panda-themed game to untold heights with this all-new brand extension. In keeping with the popular classic, trigger Yin-Yang symbols appear throughout game play, awarding huge potential free games across up to 24 reel frames. Additional awards are granted through a dramatic climb up the pagoda and stretching up into the tall upper screen.

Mayan Chief Pyramid is a compatible complement to China Shores Pagoda—both games share multi-denom options, bonus jackpots that scale to denomination, and a one-level linked progressive with $5,000, $10,000 and $20,000 reset options. Like China Shores Pagoda, Mayan Chief Pyramid is a premium series that offers players the chance at huge free game wins across a host of independent reel frames. During the free games, jackpot symbols appear across individual reel frames in the top screen, awarding increasing the jackpot awards based on the number of jackpot symbols that land.

Now that pandemic concerns are no longer the main force affecting casinos and players, how is Konami positioned to provide game content to casinos?

First of all, it’s a true joy to see so many players enjoying the chance to safely return to their favorite gaming destinations and to see so many of our casino customers achieving positive results. That is at the heart of what we do. So it is hugely rewarding to be part of this strong return.

For our customers in Europe, Latin America, and Canada, Konami has a wide mix of proven content and ultrareliable hardware to make the most of their return to business. These are products that have seen many months of performance – we know they work – and we want to make those results a reality for your business during this time. For operators in the United States, many of whom may have been seeing record days in 2022, we’re continuing to iterate on what works and getting ongoing value from the DIMENSION line. Konami is actively launching creative original series across every machine.

Other than the games themselves, what other products and innovations does Konami offer?

We also have a robust, awardwinning casino management system called SYNKROS, which has an array of tools from cashless to anti-money laundering/Title 31. Proven casino systems options, tools and features filled the Konami booth. Throughout show hours, we’ve offered SYNKROS live demonstrations, with the SYNK31 anti-money laundering/Title 31 system, Konetic employee mobile app and Money Klip cashless technology – among the top advancements that operators are asking to see. SYNKROS continues to drive innovative solutions to the casino floor. As the system of choice for operators across the most competitive gaming markets in the world, SYNKROS continues to drive new convenience, efficiency, flexibility, analysis and results to the gaming floor.

How is Konami positioned to provide content and technologies to online gaming?

Yes, Konami games are incredibly popular on social and real-money, online casinos. To help achieve robust digital distribution Konami uses a remote gaming server (RGS) to deliver online-slot content, which integrates with most popular back-end systems used by today’s gaming operators for a complete interactive gaming solution. By distributing popular Konami casino games like China Shores, Lotus Land, and All Aboard through the RGS, operators can easily integrate Konami games into their online gaming sites and apps. All the games on our RGS are developed using HTML5, with compatibility across a variety of personal devices including smartphone, tablet and desktop.

In general, how would you sumup the post-pandemic future for Konami in Las Vegas and elsewhere in the world? Backed by some of the industry’s top hardware with the DIMENSION series, proven popular content like All Aboard, and the industry’s most reliable casino-management system, SYNKROS, Konami is in a strong position to serve our global casino customers with the best gaming entertainment and tech available. With that comes ongoing investment in research and development. Since the earliest days of the company, Konami Gaming has prioritized R&D. Konami R&D kept going through shutdowns of the pandemic. Now, at a time with record-setting industry revenues, investment in future product remains central.

Finally, in your career in gaming, and with Konami, what would you consider to be the highlights? Working in a company, and an industry, that centers upon both entertainment and technology, my colleagues and I have the privilege of helping transform the spaces where people go to play. It’s more digital, convenient, connected, comfortable, creative and vibrant than when I first entered the industry. The future of the industry relies upon our ability to grow and cater to evolving consumer preferences. I’ve seen casino operators, suppliers, developers and regulators work cooperatively to responsibly expand the industry’s value to consumers, as well as our communities. Together, I’m optimistic we’ll continue to transform gaming spaces to engage and entertain players in new ways for generations to come.

On behalf of Casino Life Magazine and Outsource Digital Media, I would like to thank you, Tashina, for your time, and for sharing this with our readers worldwide.