Novomatic continues to build momentum as it targets new markets

What's been yor overall impression of ICE Totally Gaming 2017?

NOVOMATIC again increased its floor space at ICE 2017 to 4700 sq. meters, which allowed us to show a complete range of cutting-edge solutions and make way for new products such as from Ainsworth and Otium, both presenting on our ICE stand for the first time this year. Astra Games, a wholly owned subsidiary of NOVOMATIC UK, is the exclusive distributor of Ainsworth into the European market. Ainsworth presented 18 EGMs, including the new A600 cabinet line and the international debut of the A640, featuring exciting new content such as Rumble Rumble Bear, licensed titles such as King Kong City, Three Amigos Ride Again, and several linked progressives. The Spanish-based Otium, a video bingo specialist whose products are standout performers in countries such as Mexico and the Philippines, was another new addition to NOVOMATIC’s ever-growing ICE stand.

Our stand was divided into five sections that featured the latest innovations across our international group companies. At this year’s ICE, we introduced the NOVOMATIC 360° Gaming Experience, a concept that encompasses the Group’s capacities, since we feature products across a multitude of gaming segments in a single space. We have high expectations for the new games exhibited at the show. StakeLogic’s Darts Heroes was a highlight, with the world’s top darts players facing off in a darts tournament on the stand. We also recently acquired the Batman license for the Dark Knight Trilogy for European AWP and VLT markets and showcased a variety of Batman games across different categories at ICE.

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The NOVOMATIC stand was busy throughout the three days of the show and the feedback received has been extremely positive

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What will happen to the traditional slot machine?

The Omni-channel approach is playing an increasing role in the gaming landscape, however, I don’t think the traditional slot cabinet is going to die. NOVOMATIC has a long-standing history in land-based gaming and blue chip games such as Book of Ra and Lucy Lady’s Charm continue to perform extremely well throughout land-based casinos worldwide. What we are now doing is transferring these games on the Greentube SDK and offering them online and on mobile, and since Greentube has signed a deal with Ainsworth to develop online content we will roll out this content via the Greentube channels. We also have a social platform Greentube Pro built from the ground up for the US market. While we focus on developing these new mediums, we do not lose sight of continuing to break new ground in the land-based gaming space.

How do you see the European market?

Europe is a vibrant and dynamic market in which regulation changes on a daily basis. In the UK we recently completed the acquisition of Talarius from the Tatts Group and became the largest operator of Adult Gaming Centres in the country. NOVOMATIC is extremely strong in all regulated European markets in which we operate and supply product. New challenges arise constantly such as the upcoming legislative changes in Germany that will take effect in 2018. At NOVOMATIC, we ensure that our technological approach is flexible in order to react to market changes and remain market leader throughout Europe.

How do you assess Novomatic's position in Latin America?

We are in the process of acquiring a 53% stake in Ainsworth Game Technology and expect strong synergies between the two companies in Latin America. Currently our development teams are working together to develop new concepts for the land-based market. Brazil is a market that could be very interesting in the region – due to our success, extensive knowledge and established distribution networks in Latin America, we anticipate the market to become a new area of focus.

And what about Japan?

The Japanese market is a new and exciting space that is expected to open in a few years. First we must learn and adapt to the market, for it is uncharted territory. However, this fits into our plans at NOVOMATIC as we are looking for expansion opportunities in the Asian market. We’ve just been awarded a supplier license for Saipan and are also building in Korea and several other markets. I believe the synergies between NOVOMATIC and Ainsworth will also help increase our footprint in this region.

Looking ahead, will you consider Virtual Reality games?

VR is in its infancy both inside and outside of gaming. It would have to become more prominent in usage before we invest heavily in this new space. We are watching closely how things progress and are working on some concepts in the background, for its definitely an area that has future potential. We have a keen eye on VR and will move when the time is right.