ASESFAM

History and Founding

ASESFAM was created in 2017 at the initiative of Cirsa (owned by Blackstone Group) and Grupo R. Franco, the two dominant forces in Spain’s gaming-machine manufacturing sector. At that time, there was no dedicated organisation representing national manufacturers to government bodies, even as the industry underwent profound change. The classic “type B” machine—a programmed‑prize slot machine traditionally placed in bars and hospitality venues—was increasingly giving way to more sophisticated products suited to arcades, bingos, and casinos. Recognising that the bar was primarily a leisure, not a gambling, environment, the founders sought to preserve the sector’s equilibrium while promoting innovation. ASESFAM was structured as an inclusive association, open to manufacturers and auxiliary companies, and its first priority was establishing itself as the technical and regulatory voice for the industry.

Mission and Objectives

The association’s stated mission is to advance the design and manufacturing of recreational machines that drive the Spanish gambling industry forward. It pursues this by: - Regulatory Collaboration: Participating directly in the drafting of new regulations, ensuring rules keep pace with technology and social trends. ASESFAM positions itself as the technical support for public administrations, offering expertise and coordination. - Sector Balance: Preserving the clear segmentation of Spain’s gambling landscape—bars, arcades, bingos, casinos—each with distinct stakes, play times, and prize limits. The association believes this differentiation is essential for the health of the market and the protection of consumers. - Technology and Youth: Adapting products to attract a new, younger, and more demanding audience without losing the traditional hospitality‑machine base. - Responsible Gambling: Promoting strict compliance with responsible‑gaming policies across all member activities.

Membership and Industry Integration

ASESFAM is an active member of COFAR (Confederación Española de Organizaciones de Fabricantes de Máquinas Recreativas y de Juego), FEMARA (Federación Española de Máquinas Recreativas Automáticas), and CEOE (Confederación Española de Organizaciones Empresariales, Spain’s main employer organisation). This triple membership ensures the association’s voice is heard both within the specialised gaming sector and in broader Spanish business circles.

Regulatory and Technical Role

Unlike many trade bodies that focus solely on advocacy, ASESFAM emphasises its technical competence. It aims to be the “technical arm” of CEJUEGO (the Spanish Gaming Industry Association) and the natural interlocutor for administrations when drafting technical standards for machines, hardware approval processes, and certification requirements. This technical‑soporte role is central to the association’s identity, as it helps ensure that Spain’s regulatory framework remains modern and business‑friendly while safeguarding public order.

Products and Services

ASESFAM does not manufacture or sell products itself. Instead, its key offerings are: - Regulatory Advice and Representation: Lobbying and consulting for member companies on legislative and technical matters. - Technical Standards Development: Participating in the creation of machine‑type approval criteria, security protocols, and interoperability standards. - Industry Data and Studies: Compiling market reports and sector analyses to inform policy and business decisions. - Member Networking and Collaboration: Organising meetings, workshops, and events to share best practices and coordinate industry positions.

Current Context and Challenges

Spain’s gambling market operates under a progressive scale of stakes and prizes, from low‑limit bar machines to high‑risk casino slots. ASESFAM’s challenge is to keep this structure intact while encouraging technological modernisation, such as cashless payment systems, remote monitoring, and digital game content. Meanwhile, the association faces pressure from both regulators and public opinion to strengthen responsible‑gaming measures and reduce the visibility of machines in everyday hospitality settings.

Transparency and Governance

ASESFAM is governed by a “Junta Directiva” (Board of Directors) elected by member companies. The current board includes a President, Vice President, Secretary General, and Treasurer, all drawn from the leadership of the founding and key member firms.