GLOBAL gaming technology provider GTECH has been the steadfast partner of Supreme Ventures Limited (SVL) on every step of its 10-year journey in Jamaica. The low-key driver behind SVL’s business has since 2001 made millions of dollars of direct investment in the capital and infrastructure needs of the lottery industry in Jamaica and is focused on increasing its and SVL’s presence in the local market going forward. GTECH Jamaica general manager Ann-Dawn Young-Sang spoke with Sunday Finance last week about the past, present and future of GTECH’s operations in Jamaica.

Looking back, explain what attracted GTECH to the Jamaican market in the first place and what sort of returns has the company seen on its investments.

Prior to GTECH’s involvement in 2001, the Jamaican lottery industry was somewhat fragmented with informal gaming operations in some instances. Realising Jamaica’s vast potential, GTECH, in partnership with SVL, set its sights on the Jamaican market. Our goal, along with SVL’s founding shareholders Peter Stewart, Paul Hoo and Ian Levy, was to create the ideal gaming environment where our players were exposed to a variety of products and our retailers were provided with the latest technology and the support they needed to operate. We brought to the Jamaican gaming industry years of expertise backed by advanced technology and an excellent service record.

We are now in our 10th year of successful operation in Jamaica. Our partnership with SVL has seen the industry growing exponentially with billions of dollars paid out in government taxes, contributions made to charitable organisations and the employment of thousands of Jamaicans. Also, GTECH Jamaica has been successful in contributing to the local community through its After School Advantage programme.

In its early days, local experts had predicted that the lottery wouldn’t be able to exceed JA$4 billion, but

the lottery today currently generates sales of more than JA$24 billion — a growth of over 475 per cent. Returns on investments include the billions of dollars contributed in government taxes, the billions of dollars provided to charities, and the employment of thousands of Jamaicans.

What sort of challenges has GTECH faced in Jamaica, with a weak domestic economy and discretionary income low, compared to other more developed countries? How has the company tackled these challenges?

Starting business in a country with a weaker domestic economy is difficult for any corporation. GTECH and Supreme Ventures Limited had to face these challenges when they began working in Jamaica.

Two of the major challenges faced is firstly, the tax on gaming, which has helped spurred the growth of the illegal market; and secondly, keeping our products, fresh, relevant and top of mind, in the market, as we fight for the ever shrinking disposal income of our players.

We have employed various methods to manage our challenges over the years: extensive market research, various analyses on our players, etc. We strive to have a proactive approach to our business; we learn from the best practices of other GTECH territories; as well as ensuring that we utilise the latest technology suitable for our market. Additionally, GTECH Jamaica’s success and the company’s ability to transcend initial difficulties were possible due to the efforts of the company’s talented and hard-working employees.

What are the current opportunities for growth in the gaming industry that GTECH is looking to pursue?

It’s interesting that you ask this question, the continued growth of this lottery industry over the years has attracted numerous international gaming firms to the Jamaican market because of the success of both the local lottery company and GTECH. We have increased the gaming market to unprecedented levels, giving Jamaica one of the highest per capita gaming spends in the region.

Plans are underway for further expansion in technology and commercial services and we continue to seek viable opportunities in lottery gaming year after year.

What type of strategy is GTECH using to engage new markets in Jamaica in particular?

As you can understand, we are cautious in revealing this, but just to say that GTECH is always looking at the possibilities that exist for us to utilise our expertise here in Jamaica. We are committed to creating and providing quality products/service to the Jamaican public.

GTECH is committed to Jamaica. We have developed an excellent bond with our partners SVL over the years and we intend to continue our support of the local gaming industry. We continue to look for other ways in which we can contribute positively to the development and growth of the Jamaican economy.

Our success is as a result of our loyal players, our determined and stalwart agent base as well as the loyalty of our hard working employees. GTECH unequivocally has the most talented, innovative, and dedicated employees that I’ve been blessed to lead.