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Aristocrat Launches US Campaign

20 September 2002

LAS VEGAS – As reported by Reuters: "Aristocrat Leisure Ltd. (Australia:ALL.AX), the world's No. 2 slot machine maker but a relative laggard in the U.S. market, has recently launched a major campaign to become one of the top two players in that niche, a company executive said on Thursday.

"If all goes according to plan, the Australian-based company aims to capture about 20 percent of the lucrative North American slot machine market by 2005 -- more than three times the 6 percent it now commands, said Kent Young, vice president of marketing.

"The company has geared up for the marketing blitz through its recent acquisition of a minor U.S. slot machine maker, and a major expansion of its own facilities.

"…`We're really looking to the U.S. for growth, very much going global as a company,' Young told Reuters in Las Vegas at the Global Gaming Exp, where Aristocrat was one of the largest exhibitors at the gaming industry's largest annual trade show.

"One of Aristocrat's biggest growth areas will come in Nevada -- home to an estimated 40 percent of the nation's slot machines -- where the company received a prized license to do business two years ago.

"…If it has its way, Aristocrat, which posted sales of nearly A$439 (US$241 million) in the first half of 2002, would like to take the No. 2 position in the market from its current holder, WMS Industries Inc. (NYSE:WMS).

"…It would face a much bigger battle wresting the No. 1 position from current holder International Game Technology (NYSE:IGT), which estimates it controls about 70 percent of the U.S. market.

"…In one of its biggest deals in its recent push, the company just signed a corporate agreement with Boyd Gaming Corp. (NYSE:BYD), whose resorts include the Stardust in Las Vegas and 50 percent of the $1 billion-plus Borgata set to open next year in Atlantic City…"

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