"In the coming year, our main goal is to strengthen our position across both land-based and online segments in all our key regions"

As the global gaming industry closes out another year marked by rapid technological convergence and changing market priorities, suppliers with a clear omnichannel vision have continued to shape the direction of the sector. From the deepening integration of land-based and online gaming to the growing importance of scalable management systems and cross-platform content, 2025 has highlighted adaptability and long-term strategy.

Against this backdrop, SYNOT Group has continued to expand its footprint across regulated markets, advancing both its product portfolio and operational reach. With activities spanning land-based gaming, online solutions, and casino operations, the group has used the past year to strengthen core markets while preparing for new launches and regional expansion.

In this exclusive interview with Yogonet, Miroslav Valenta Jr. and Roland Andrýsek, Sales Directors of SYNOT Group, talk about the company’s performance in 2025, the industry trends shaping the year ahead, and SYNOT’s priorities for 2026, including product rollouts, market entry plans, and its broader international growth strategy.

Looking back at 2025, how would you assess the year for SYNOT? What were some of the key milestones, achievements, or lessons learned over the past 12 months?

2025 has been a very positive year for SYNOT. We have continued to build on our strong focus on both land-based and online products. In the land-based segment, we introduced several new products, including new game mixes and cabinet models. We also continued to roll out our Casino Management System, SYNNET, across additional markets. 

In the online arena, we released a range of brand-new original games, and our casino platform continues to evolve, providing operators with a comprehensive management solution.

Many of these innovations will be finalised and launched in the coming months, and will be showcased at ICE Barcelona, where visitors will have the chance to experience them first-hand. Throughout the year 2025, we also presented our latest portfolio at several major global exhibitions. This gave us the opportunity to meet partners from around the world, establish new business contacts and explore promising opportunities that we will continue to develop in the year ahead.

Which industry issues or trends do you feel shaped the gaming conversation in 2025? Are there specific technologies, player behaviors, or market developments that you think will define 2026?

One of the most defining trends is the growing connection between land-based and online gaming. This shift is visible across the industry, and we see clear synergies when both segments are approached in a unified way — operationally and from a product perspective. SYNOT identified this trend early, and today we are seeing the benefits of that decision.

Interestingly, reverse synergies are also emerging. While it used to be common for land-based content to move online, we now see increasing interest from online suppliers wanting to bring their solutions into land-based venues. This confirms that omnichannel strategies are no longer optional but essential.

We expect this direction to continue shaping 2026. At SYNOT, we will keep focusing on developing products that work seamlessly across both segments, ensuring consistency, flexibility, and a strong entertainment experience for players regardless of platform.

What can we expect from SYNOT in 2026? What are the main opportunities and challenges you anticipate in the year ahead, both within your existing markets and in terms of expansion?

In the coming year, our main goal is to further strengthen our position across both land-based and online segments in all our key regions. We already have a strong presence in more than 50 markets, including most European countries, and this foundation enables us to continue expanding based on each market’s potential. Next year, for example, we plan to enter Slovenia with our land-based portfolio. We are also actively monitoring opportunities in LATAM, as this region represents a highly promising direction for our long-term expansion.

We also operate as both a supplier and an operator. We have recently launched an online casino in Republica Srpska under the SYNOT TIP brand, and we operate land-based businesses in North Macedonia and Republica Srpska. We remain open to further expansion opportunities in these areas.

From a product perspective, 2026 will bring the market rollout of several releases that we are already presenting. We are currently launching SUPER LINK, our new linked progressive jackpot system, and next year we will follow with the official market launch of additional game mixes and cabinet types, including the ST2-32 and ST3-27.

Events will also play a key role. ICE Barcelona remains our primary focus, but we will also participate in Belgrade Future Gaming, BEGE in Sofia, and major online-focused expos such as SBC Lisbon and SiGMA. Overall, 2026 will be about deepening the connection between our land-based heritage and our fast-growing online presence.

SYNOT has been steadily strengthening its international presence through partnerships, new product launches, and participation in major expos. How do these efforts fit into your growth strategy, and which markets or segments are you prioritizing as part of that expansion?

Our international expansion is built on a clear long-term strategy: to position SYNOT as a leading global supplier with a strong omnichannel portfolio. The development of new state-of-the-art products, strong partnerships, and active participation in key industry events all play a crucial role in achieving this.

By maintaining this consistent approach, we strengthen our relationships with existing partners and open doors to new markets. This visibility helps us reinforce our footprint across the markets where we operate, especially in regions where we already hold strong positions. We are also preparing to enter new territories in the land-based segment while continuing to strengthen our position in online markets.

Our broader goal is to keep expanding both as a supplier and an operator, supported by reliable partnerships and high-performing products. With this approach, and with the support of our regional partners, we believe we will further strengthen our presence across the markets where we operate and successfully enter new regions in the future, including LATAM.