Fans of slot gaming know the big titles: Buffalo, Dragon Link, Lightning Link. But ask who made them, and Aristocrat Gaming often slips under the radar.
It’s like knowing Mario but not Nintendo or Mickey but not Disney. It’s pretty devastating when you think about it.

In recent years, Aristocrat Gaming has made a clear shift, putting its brand front and center. With that came opportunities to have fun with its characters and branding on some of the largest screens in the country. We wanted players to connect the excitement of the game with the name behind it, so the next time they’re ready to play, they’ll know to look for the “A” on the game cabinet.

Vegas’s first F1 race was a big one—especially for Aristocrat, the official slot machine partner of the event. The zoetrope installation became our metaphor for evolution: just like moving pictures went from the humble spinning zoetrope to the mind-bending Vegas Sphere, Aristocrat has gone from classic slots to bold, innovative, totally reimagined ways to play.

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Or check out more projects I’ve did with Aristocrat Gaming with Know Your Max and Year of the Dragon.