Breaking into the international casino market is an achievement for any Australian company – but especially so when it is in China, the fastest growing casino region in the world.
Digital Instinct is a dynamic Australian software development company that has been developing world-class software solutions for labour and workforce management since 1998.
The company’s flagship product, Virtual Roster, is an easy to use software tool that alleviates many day-to-day rostering challenges. The system provides real-time feedback on employee availability, staff costs, leave management and award compliance. Virtual Roster enables organisations to plan staffing requirements pro-actively and to automate most of the rostering, time and attendance, and payroll preparation processes that are currently done manually.
The casino market has been a growing market for the company’s product for some time, and it is already used in most of Australia’s leading casinos.
This success prompted the company to cast its net further afield. After visiting a trade expo in April 2005 it successfully negotiated a deal with international casino and hotel operator Steve Wynn to incorporate the Virtual Roster into his new casino and resorts, Wynn Macau, in China.
Digital Instinct’s Marketing Director Ross Sly said Wynn Macau was expected to open in September, but the Virtual Roster was already in place. He said entering the Macau market was a real coup for the company.
“Macau is the only place in China where the government allows casinos and, as a result, it is the fastest growing casino region in the world – it is already as big as Las Vegas in terms of revenue,” Mr Sly said.
The company has used the Australian Interactive Media Industry Association (AIMIA) TradeStart program to assist them in making contact with potential clients, with setting up meetings, and with helping to identify future target markets.
Mr Sly said the company’s Gold Coast-based TradeStart advisor Sandra Newbould had been proactive in helping the company access the program and its relevant services.
TradeStart is a national network of export assistance offices, partnerships between Austrade and a range of local private and public sector organisations, such as AIMIA, throughout Australia.
AIMIA is the peak body representing the Interactive Media and Digital Content industry. For the past four years AIMIA’s National Export Centre has assisted many Australian ICT companies to successfully export their products around the world.
Mr Sly said the company’s world-class product had also given the company an edge over its competitors. Virtual Software is well suited to operations such as casinos, given the complexities of rostering issues. It is also used effectively in aged care, health care and high-end hospitality industries.
Digital Instinct has an estimated 300 clients around Australia and internationally, and it is now concentrating on one niche market at a time to foster more growth.
“We are always looking at expansion, but you have to grow intelligently and carefully,” Mr Sly said.
The next step for the company will be a trip to the US and Canada to present its software to casino markets there. The company hopes its Macau success will pave the way for future deals in these lucrative markets.
Company information
Ross Sly
Marketing Director
P.O Box 3191
South Brisbane QLD 4101
Tel: 61 2 4996 3142
Email: mail@digitalinstinct.com.au
Website: www.digitalinstinct.com.au