"2026 will be about strengthening the connection between our land-based heritage and our growing online presence"

In this interview with Yogonet, SYNOT Group’s Sales Directors Miroslav Valenta Jr. and Roland Andrýsek, together with Martina Krajčí, Chief Commercial Officer of SYNOT Games, share their key takeaways from G2E 2025 and discuss how the event is helping shape the company’s strategic outlook for the year ahead. 

They also delve into the group’s ongoing focus on omnichannel innovation, compliance, and sustainable partnerships, while revealing what’s next for SYNOT in 2026, including major product launches, new technologies, and a reinforced presence at leading global events such as ICE Barcelona, SBC Lisbon, and SiGMA.

Looking back at G2E 2025, what were your key takeaways from this year's show?

Based on our experience of attending G2E over the years, one clear trend is the distinct separation between the land-based and online segments. This year, online companies were practically absent from the exhibition floor, marking a significant change compared to previous years. Earlier, companies operating in both segments would usually showcase products from their online portfolios as well. Another notable aspect of this year's show was that several merged companies exhibited together under one stand.

From an online perspective, G2E 2025 was an excellent opportunity to meet and engage with potential partners among New Jersey operators and aggregators. These discussions opened valuable doors for future collaborations and gave us deeper insight into how the North American market operates.

The show also highlighted a noticeably different approach compared to what we’re familiar with in regulated European and Latin American markets — particularly in terms of partnership structures, player engagement strategies, and regulatory expectations. It was both insightful and motivating to see how these dynamics shape opportunities for SYNOT’s continued expansion.

G2E gathers stakeholders from across the globe and across verticals under one roof. How valuable was it as a meeting point for SYNOT, and what conversations or connections stood out to you?

G2E proved to be a highly valuable meeting point for SYNOT's land-based and online teams. We held numerous productive meetings, discussing not only the American market but also Europe. As a manufacturer of hardware and software, the show also provides an excellent opportunity to meet our suppliers of services and products. Another advantage is the strong international presence, enabling us to connect with distributors from around the globe, including particularly important meetings with those from the LATAM region.

Within the Latin American market, we discovered many shared interests and potential collaborations in the online segment as well. The event allowed us to strengthen existing relationships and explore new partnerships with operators and aggregators who share our vision for sustainable growth and localized content strategies.

Were there any industry trends or innovations highlighted at the show that you found particularly relevant or inspiring for SYNOT's future plans? What topics would you say are driving the conversation at the moment?

The trends followed a similar direction to previous years, so we didn’t notice any significant innovations in game concepts. The most dominant titles continue to be combinations of Hold & Respin and pot games. From a hardware perspective, large, visually impressive cabinets remain in focus, complemented by various types of jackpot display or single-monitor setups.

When it comes to broader industry topics, the key conversation is undoubtedly regarding omnichannel strategies and developing games for both online and land-based segments. SYNOT Games’ discussions focused on how suppliers and operators are adapting to ensure compliance while maintaining flexibility and innovation. Beyond regulation, there was a strong emphasis on new game mechanics and player retention tools — areas that are becoming increasingly important in a competitive market.

For SYNOT Games, these conversations were especially relevant, as we continue to explore ways to enhance engagement, create more personalized experiences, and ensure our products meet both player expectations and regulatory standards worldwide.

From your meetings in Las Vegas, what insights did you gather about the North American market and SYNOT's potential role there, especially with SYNOT Games' New Jersey and Ontario licensing processes underway?

During our meetings in Las Vegas, we gained a much clearer understanding of the North American market — particularly regarding player preferences and the types of games that resonate most in this region. We also explored how operators approach promotions, engagement, and retention, which differ quite a bit from what we see in Europe or Latin America.

These insights are extremely valuable as SYNOT continues its licensing processes in New Jersey and Ontario, and they’re helping us identify opportunities to expand our development portfolio and potentially introduce new types of games tailored to North American audiences.

Latin America is also a growth region for SYNOT. Did G2E help you strengthen relationships or explore opportunities in that market?

The strong presence of Latin American distributors and operators was certainly beneficial for SYNOT. It provided an excellent opportunity to take advantage of their personal attendance at the show for a number of productive meetings and discussions. Thanks to the unique setting of Las Vegas, these interactions went beyond the formal meetings held at the exhibition itself because there were also many valuable opportunities to strengthen relationships through informal networking.

G2E was a great platform also for our online team to strengthen its presence in Latin America. We met several new partners from Argentina, a market SYNOT Games has recently entered, and also connected with operators expanding in regulated regions such as Peru and Brazil. These conversations confirmed that our content and technology are well-suited for the region’s fast-growing online sector. The enthusiasm and momentum we experienced there reaffirmed that Latin America remains one of SYNOT’s most promising growth territories.

How do you see the balance between land-based and online gaming evolving after G2E, and how is SYNOT positioning itself to address that synergy? As 2025 moves into its final quarter, what priorities are top of mind for SYNOT?

We can safely state that this trend continues, as the synergies between the online and land-based sectors are becoming increasingly evident. At SYNOT Group, we have long been focusing our efforts on developing omnichannel solutions, ensuring that our products and games are available across both segments.

It is clear that building the closest possible connection between land-based and online — both from an operational and product perspective — is the right direction forward. We fully intend to continue along this path, and our upcoming releases will further reflect this strategy.

We can also observe the emergence of reverse synergies. While in the past it was common for land-based content to be transferred online, today many online suppliers are showing growing interest in bringing their solutions into the land-based segment.

Finally, what can the industry expect from SYNOT in 2026, and which upcoming launches or events will be most strategic for your growth?

In the final quarter of this year and throughout 2026, we are planning to launch a significant number of new products across our markets. We are currently introducing SUPER LINK, our new link progressive jackpot system for slot machines. In the coming year, we will also release additional game mixes for slot machines, along with new cabinet types — the modular ST2-32 and the ST3-27 model.

We are looking forward to showcasing these highlight products for the land-based segment alongside fresh and engaging online titles at ICE Barcelona. In addition, SYNOT Games will be unveiling innovative platform solutions that reflect our ongoing commitment to technological advancement and seamless integration across channels.

ICE Barcelona remains our main focus among upcoming events, and we are currently finalizing our participation there. However, ICE will not be the only exhibition where we present our portfolio. Next year, we also plan our traditional participation at Belgrade Future Gaming in Serbia and the Balkan Entertainment and Gaming Exhibition in Bulgaria.

In addition, our online teams will also be present at major industry shows such as SBC Lisbon and SiGMA, further strengthening SYNOT’s global visibility.

2026 will be about strengthening the connection between our land-based heritage and our growing online presence — delivering entertainment that combines creativity, quality, and cutting-edge technology.