“We’ve seen at G2E that the level of customer interest is incredible”

What can you tell us about how Novomatic and Reel Games are working together?
David Orrick: The first and most important thing to say is that the correct terminology, which is legally approved, is “Reel Games in conjunction with Novomatic”. Novomatic’s working relationship with Reel Games actually began some years ago. Originally, Reel Games had a specialist skill in servicing the markets in the cruise line supply business as their business is strategically located in Florida (in Fort Lauderdale), and they also hold licenses in the Caribbean Islands. Reel Games have their own technical support staff as well as a sales and administration capability. So they began to work together with Novomatic and, over almost three years now, we have built a good level of mutual understanding, trust and confidence.

More recently, a proposal was made to start making some moves in conjunction with Reel Games towards the North American market.  That proposal began in the early part of 2012. Since then, Reel Games have, together with the support from Novomatic, exhibited at trade shows  in California (NIGA), then in Mississippi (Southern Gamming Summit),  and most recently, at OIGA, which is the Oklahoma Indian Gaming Association show held in Okhlahoma City. Those three shows were all essentially a preparation for us being here together at G2E in Las Vegas.
 
Once the relationship between the two companies was made public, was publicised, and people saw what happened at the trade shows, then the level of interest grew from one show to the next, to the next, and now here.

How do you evaluate the job done until now?
We can say that Reel Games have done a super job, really good, and they are active in many licensed jurisdictions. They have built a small but rapidly increasing customer base. They have our confidence and we have their confidence. As you know, that takes us to being here in G2E. Reel Games have already been with us in Las Vegas for the past two years, but now they are here as a full part of the team.

Ongoing with Reel Games, we have clearly seen at G2E that the level of customer interest is incredible, demonstrating clearly that the American market is ready for something new. Customers here want to see new things, they want to see new attractions, they of course know the worldwide reputation of Novomatic and finally they are saying “OK, Novomatic is here together with Reel Games”. The interest level and the response has been just fantastic.

One additional  thing to note is that the importance that Novomatic puts on this development has, in part, led to our Managing Director, Jens Halle, relocating from Austria to Fort Lauderdale, Florida; where Reel Games is also located. There are two reasons for that move. Number one is our idea to have an office to act as a direct link closer to South America. As Novomatic’s business has grown so much in Latin America and we have established many subsidiary companies there, then clearly we need to support them, we need to help them and to have efficient lines of communication. So what Jens has agreed to do is  effectively to reverse his direction of travel.  Previously, what he was doing was virtually commuting  from Austria to anywhere in South America: Chile, Argentina, Peru, wherever. And that was obviously not efficient in terms of time management. So Jens is still the Managing Director of AGI, he still has his office in Austria but what he has done is to now base himself more centrally, so he can commute easily back to Vienna and just as easily into South America.

And that move can also beneficiates the work with Reel Games..
Yes, Jens Halle can also be on site together with Reel Games; to help and  support them. We have purchased a facility in Fort Lauderdale, which is currently in the final stages of construction and fitting. Within the next month this facility will be ready to officially open. Then, we have created the ideal ‘hub’ for both North American and Latin American markets.

Is Novomatic bringing all its products to the US market or are there developments you do not bring here?
Not because we cannot, but purely for reasons of streamlining and efficiency, we have selected a product range that is ideal for the United States market for our point of entry. If it will change in the future remains to be seen, but right now we have a defined product range of uprights, slantops, progressives and tournament systems, which are all ready to go. Licensing is the responsiblity of Reel Games. They already hold many licenses and are currently applying for more, during 2013 we expect to see that process accelerate dramatically.

What products did you decide to showcase this year at G2E?
Max Lindenberg: Our product presentation comprises all of the latest Novomatic gaming highlights and attractions. Most of the games are shown in the two most popular Novomatic cabinets: the highly successful casino slant top NOVOSTAR SL and the very latest upright attraction Super-V+ Gaminator III.
 
We are also showing the Premium-V+ Gaminator multi-game mix that comprises a total of 41 Coolfire II games presented in five colour-coded logical categories for best game recognition and guest orientation: Classic Lines, Multi-Lines, Power Lines, Fruits and Specials. The machines are be connected to a Rise of the Dragon mystery progressive jackpot for extra jackpot thrills. The latest Super-V+ Gaminator multi-game mixes (numbers 61, 62, 63, 64, 66 and 67) present a multitude of different game themes and concepts .

A bank of NOVOSTAR SL2 slant tops also present a selection of the latest Coolfire II single games: Bee Wild, Costa del Cash, Northern Light, African Simba, Treasure Gate and Happy Serengeti.

Also on show is be the Novomatic Reel Tournament, which allows operators to offer their guests - via just the push of a button - live tournaments in real time on an unlimited number of connected Super-V+ Gaminator machines featuring the Super-V+ Gaminator multi-game mix T1. Most importantly, the Tournament can be deployed without any software changes and without any machine down time.

A spectacular range of NOVOLINE games and systems is present in the booth: Single games, multi-games and multiplayers. The NOVO LINE INTERACTIVE games cover a great variety of thrilling themes, with 5-50 lines and innovative mathematical concepts for gaming fun, gaming thrills and gaming excitement on every floor. The 17 NOVO LINE INTERACTIVE single games presented at the show aree shown in the NOVOSTAR SL2, Novo Super-Vision and the Super-V+ Gaminator III cabinets.

The NOVO LINE Novo Unity II multiplayer installation is positioned around one fully automated Novo Multi-Roulette wheel and comprises the entire range of Flying (fully animated) electronic multiplayer game versions as well as a slot mix. A further attraction is a selection of Ultimate 10 multi-game mixes that combine the technological benefits of Coolfire II with the hugely cost effective price structure of the former Coolfire I platform

Meanwhile, Octavian presents a range of 12 thrilling single games with promising names such as Triple Force, Smart Robots, Bug’s Buck$ or Sea Hunters and a variety of innovative game concepts and rewarding bonus features. Octavian is also demonstrating the casino management system ACP (Accounting Control Progressives System) live at the show.

How did you see G2E this year?
DO: We are talking at the end of the second day of G2E 2012. What is interesting is the level of comfort that all exhibitors, and I think most visitors, feel in the show. Last year, when the show moved from Las Vegas Convention Center to here, nobody really knew what to expect. Everything was different; the exhibition, the services that were provided, the attractions that wereavailable from the exhibitors. One year on, everybody feels more comfortable, there is a good relaxed feeling and there is a environment in which we can do business. 
And we can say that the visitor numbers have been excellent. For sure, the interest from both Latin American and North American regions has been tremendous and we expect that the contacts and the enquiries that we will take from here will be very beneficial in the short term future.

We are getting closer to the ICE show in London, where Novomatic is the main exhibitor and the event is moving to a new venue. What are your expectations?
DO: You must always remember that we are talking here in Las Vegas, which is for sure one of the world’s great gaming shows. But Novomatic regards ICE in London as our “home show”, it is our most important focus of each year. The contacts and the deals that are made in London are an imortant base for the full trading year for Novomatic. And therefore, as traditionally the show’s largest exhibitor, now that we’ve moved (very much like Las Vegas has done) into a new home, a new location, we have to do something really special. You can take it from me as absolutely guaranteed, that when visitors arrive to London in ExCel, in February next year, there will be a huge “wow” factor when they see Novomatic’s presentation.