Aristocrat Target Market

Aristocrat was originated in 1953 by Len Ainsworth in Australia and introduced its first significant product to the market 3 years later, the Clubmaster slot machine (Aristocrat Website). The Clubmaster was the first mechanical machine to offer multiline and scattered payouts with numerous other technical advances (Figure 1). A few years later Aristocrat fabricated the world’s first lit poker machine which helped captured enormous market share in Australia that it still holds today.
As Aristocrat begun to saturate the Australian market, it fueled the need to expand globally. This search for expansion drove Aristocrat to focus on the up and comping European market which was successful due to the creation of the first electronic slot machine fashioned in 1965. In the 1970’s, Aristocrat did not realize significant growth in market share, however, these years have been coined by the industry as the digital age as slot machines moved away from the traditional mechanical machines
VGT was an excellent investment by Aristocrat due to the difference in the business models for which VGT has established a shared revenue model that allows for continuous revenue with an install base of 20,000 player terminals in over 140 locations throughout the United States (VGT Website). This decision resulted in a massive improvement in the stock price and allowed Aristocrat to circumvent its previous cash flow issues.
Presently, Aristocrat employs over 3,000 and operates in over 90 countries with expectation to move into additional countries in the coming years. Moreover, Aristocrat has been fortunate with its release of the “Buffalo Stampede” (Figure 3) game title in 2014 that been the awarded the number one game which has assisted the company to reach its ever increasing growth goals (Stutz,