Zitro: "Our G2E showcase marked a significant step forward in our U.S. growth strategy"

At G2E 2025 in Las Vegas, Zitro made its biggest statement yet on U.S. soil, unveiling its largest-ever booth and premiering the new FANTASY cabinet. For a company that has rapidly evolved from a global challenger to a domestic contender, this year’s show represented a defining moment in Zitro’s expansion strategy.

In conversation with Yogonet, Derik Mooberry, Chief Executive for Zitro USA Operations, reflects on the company’s growing presence in the American market, the ideas behind its latest innovations, and what sets Zitro apart, from hardware breakthroughs to player-driven design.

This year, Zitro took a massive leap in visibility: a 120% larger booth, a prime location, and the launch of FANTASY. Looking back, what does this moment represent for Zitro’s U.S. journey?

This marked a significant step forward in our U.S. growth strategy. With a larger booth, prime location, and the debut of FANTASY, we made a clear statement to the industry: Zitro is here to be a key player in the U.S. market—and globally.

It wasn’t just about visibility; it was about showing that Zitro has evolved from an emerging supplier into a brand defined by ambition, innovation, and long-term commitment to the U.S. market.

FANTASY aims to blur the line between cabinet and content, making the hardware part of the story. How did this idea take shape internally?

FANTASY was born from the belief that a truly immersive gaming experience begins with the hardware itself. We designed it to draw players in—not just through the games, but through the cabinet as part of the story. Our goal is to stand out on the casino floor, and we believe FANTASY creates an attraction that will do exactly that.

Zitro’s product roadmap is accelerating. Where do you stand today in the process of expanding your U.S. footprint, both in terms of distribution and technological readiness?

In terms of technological readiness, we are exactly where we need to be. Our products meet all regulatory and operational requirements in the key U.S. markets. Meanwhile, our content roadmap has never been more robust—this was evident at G2E 2025, where attendees could experience firsthand the breadth and diversity of our offerings.

As Zitro continues scaling in the U.S., what’s been the biggest challenge so far? Given the competitive landscape, how does Zitro differentiate itself from other gaming suppliers in the U.S. market?

Growing in the U.S. is challenging, as the market is dominated by a few large suppliers who produce great content. Yet both players and casino operators are always looking for something different, and we strongly believe our cabinets and games can provide that to them.

Performance is key—over the past three years, our games have consistently delivered strong results, earning additional placements from satisfied customers. Steady, reliable content performance has proven to be the most effective driver of our growth.

The CONCEPT cabinet has been a cornerstone of Zitro’s recent success. What have you learned from its performance in North America, and how is that informing what’s next for your hardware strategy?

CONCEPT taught us that, in the U.S., you need to be big and bold to compete with other manufacturers. There’s a direct correlation between game performance and the size and brightness of the cabinet. We’ve noticed over a 50% performance difference when placing the same game theme on the CONCEPT cabinet versus our previous product line.

That’s shaped our entire approach to hardware: to compete at the highest level, we must continue building cabinets that maximize game performance.

How do you approach the balance between introducing innovative products and ensuring they meet the preferences of American players? How do you approach developing games that feel distinctly Zitro but still resonate with regional tastes?

U.S. players have different expectations—particularly around bonus frequency—compared to some of our international markets. Over the past several years, we’ve studied how different math models perform and tailored our game development accordingly.

We believe we can offer an experience that resonates with U.S. consumers while maintaining our brand’s signature style and catering to regional preferences.

Looking ahead, what are Zitro's primary objectives for the next year in the U.S. market? How does Zitro plan to leverage its international experience to further solidify its position in the U.S. gaming industry?

Our primary objective is continued growth across all U.S. regions. We’re actively pursuing licences in over six new markets, with plans to expand even further in 2026. Our success in Latin America demonstrates that we can replicate proven strategies throughout the U.S.

By combining that experience with our deep understanding of the market, we’re confident we can strengthen Zitro’s position as a leading supplier in North America’s gaming industry.