GameSmart (PTY) Ltd was started in January 2005 as a result of a successful management buy out (MBO) with NamITech (subsidiary of Altech) and Allied Technologies (Altech) boards, for NamITech’s Gaming Management System (GMS) and Player Tracking Unit (PTU) technology solutions. In addition NamITech and GameSmart signed an agreement that allows GameSmart exclusivity to market, support and maintain their automated cashier (AC) range of products and services. Collectively these technologies comprise of fully integrated management information and monitoring system that is marketed and sold to the land-based casino industry.
GameSmart is an information technology business focused on the design, development and distribution of fully integrated management and monitoring systems, both hardware and software, to the casino industry. The technology developed by GameSmart is focused primarily on enabling casino businesses to electronically manage, control and monitor their on-floor gaming activities and back office administration. The business was established to focus on the global casino industry and have customers in South Africa, Botswana, Namibia and Egypt. Management will continue to drive an expansion program targeting regions such as the rest of Africa, South America, Europe, Asia and Australasia.
The business model is structured on a partnership type approach where sales strategies are focused on the development of long-standing strategic relationships with key target customers. The model focuses on the delivery of affordable pre-built modules that collectively deliver a casino management solution; tangible technology based operational efficiencies; in a highly regulated gaming environment.
From a marketing perspective the business has adopted a two-tier approach. Local market sales are managed on a direct basis, whilst a channel approach will be implemented for purposes of reaching certain international markets.
This channel structure will see GameSmart partnering with offshore vendors that offer region specific gaming expertise and thereby deliver a model that is cost effective, yet provides broad reaching access to the target markets.