International edition
September 18, 2021

On booth 3035

Novomatic to show its innovations at London ICE

(UK).- For the final time at London's Earls Court, Novomatic will show new product innovations: cabinets, games, game-mixes, systems and jackpots. The Austrian gaming giant will show many novelties to its business partners, guests and visitors. Innovation details, however, are being kept a closely guarded secret until their official unveiling that will be performed when the ICE Totally Gaming expo opens next January 24th.


CE had relatively humble beginnings back in 1991. In fact, even the name ICE wasn't used until 1994, by which time the whole ATEI show had relocated from its base at London's Olympia to the nearby, but much larger, Earls Court venue. In 1991 a small area of the ATEI's show floor was cordoned off from the main, primarily amusement, exhibits and dedicated to casino products but under the collective title 'High Stakes Gaming'.

That area expanded over the following two years to cope with increasing exhibitor demand for space and by 1994 the term ICE (standing for 'International Casino Exhibition') was created. In 2005 Clarion Events took over the enormous task of organising ICE and the company has worked hard at building the show's international reputation and attracting what is now a huge international attendance.

Clarion Events' Portfolio Director, Kate Chambers, recently said: "ICE totally gaming is the most comprehensive and international B2B gaming exhibition on the world stage, featuring more than 400 exhibiting companies active in the Online, Mobile, Betting, Bingo, Casino, Lottery and Street gaming sectors."

In 2013, ICE Totally Gaming will move to its new home in east London; at the purpose built ExCel Exhibition Centre located in the heart of the Royal Docks and literally on the banks of London's River Thames.
This year, as has become traditional, Novomatic will take pride of place as the largest exhibitor at ICE Totally Gaming and, on booth number 3035, will present an unrivalled display of product innovations covering the whole spectrum of gaming entertainment.

The booth will once again boast product novelties for the international gaming markets - among them two new cabinets: One for the Novo Line platform, with a revolutionary cabinet design and offering a very special range of games. The second new cabinet will cater to all AGI gaming platforms, providing next generation cabinet technology for maximum performance.

Extra wide screens for an in-depth gaming experience, elegant style and top quality design make this new cabinet a sure bet on every casino floor. The Novostar SL cabinet will also once again be featured at the London show; especially displaying its advantages as a grand casino machine for electronic multiplayer installations based on Novo Line Novo Unity II.

The Coolfire II presentation will display a huge selection of brand new games that will be available as single games as well as in the ever popular Super-V+ Gaminator multi-game mixes - with up to 28 games per mix. The variety is even further extended by gripping new mathematical concepts, new game play, new ways to win and completely new sound designs for this latest range of games with 5 to up to 50 lines.

A whole series of the 19 new Coolfire II games presented at ICE will circle topically around an iconic Hollywood character of the 50ies and 60ies, comprising also a themed jackpot available on different platforms for even more exciting glitter and glamour at the casino.

Also new for Coolfire II is the Premium-V+ Gaminator, introducing a new POS concept of multi-game presentation for the international casino floors.

With the Reel Tournament Novomatic shows its exciting marketing tool for all sorts of casino promotion programmes. It brings a special competitive gaming thrill to any slot floor, allowing operators to offer their guests via 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.

Extra live competition on one of the games selectable by the operator (from mix T1)
Single-session and multi-session tournaments

Exciting audiovisuals
An additional promotional opportunity for specific banks of machines brings the thrilling atmosphere of live competition.

The accompanying multi-game mix T1 comprises 14 international hit games that guarantee top gaming fun combined with reel thrills: American Colours, Book of Ra deluxe, Columbus deluxe, Indian Spirit, Lions, Lord of the Ocean, Lucky Lady's Charm deluxe, Pharaoh's Gold II deluxe, Power Stars, Roaring Forties, Sizzling Hot deluxe, Tiki Island and White Shark.

Novo Line
The product news for the server based Novo Line platform will comprise 13 brand new games for Novo Line GDS/VLT/NUII.

Novo Line VLT AGI offers a modern server based Video Lottery solution for operators in selected international markets and complying with their local regulatory requirements. Central to this gaming solution is a central server that hosts the RNG and the games management for an infinite number of local site installations.

The new Novo Line GDS/VLT games presented at ICE 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. These games will certainly fascinate and entertain guests while pleasing operators with excellent performance. A selection of these games will also be comprised in one Premium-Gaminator GDS/VLT.

The unique feature of the Novo Line Novo Unity II system is the flexible interconnection of a great variety of electronic live games and slot games on a virtually unlimited number of individual player stations. This multi-game functionality allows the operator to link any chosen number of terminals to an unlimited number of different games such as Roulette, Baccarat, Poker, Black Jack, Sic Bo and Bingo as well as a great slot games offering within one installation.

Apart from a new slots multi-game mix for this electronic multiplayer platform the Novo Line Novo Unity II product segment will be further extended with the gripping Double Action Roulette novelty that delivers double action with two winning numbers from one single spin of the wheel and the Automated Card Dispenser for all automated card games of Novomatic's great library of electronic live games.

AGI will also present various new Mystery Progressive Jackpot themes for all platforms at ICE; Octavian jackpots as well as Community jackpots of the Australian partner Independent Gaming will be on show in various installations.

Apart from jackpots, Octavian will also be presenting the modular and highly 'tuneable' casino management system ACP (Accounting Control Progressives System). The ACP system can be ideally adapted to the requirements of both the operator and pertaining regulations. The system's 'add-on' functions include profit calculation, floor monitor, TITO, Cashless and Player Loyalty as well as many more and has proved an extremely attractive 'package solution' for discerning operators.

Tiger Roulette
AGI booth in London will stage a brand new automated single player Roulette that combines Roulette entertainment with slot gaming in one unique and luxurious machine. This special stand-alone Roulette innovation offers electronic live game play in an exclusive atmosphere for one guest only - omitting other players' bets or wins and thus creating a very private Roulette experience for the guest.

Jens Halle, Managing Director of Austrian Gaming Industries, Novomatic's global commercial subsidiary, himself a veteran of many an ICE show across the years, noted: "When ICE Totally Gaming closes its doors at Earls Court for the final time we will all have an opportunity to reflect on the chapter of gaming history that is ending and time also to look forward to the next exciting chapter that has yet to be written. Before then, of course, we can all look forward to the business in hand; the 2012 ICE show!”

“Economic conditions remain challenging across the world of gaming but Novomatic's belief is that product innovation and evolution is the means by which we can all continue the process of expansion of what is a truly great industry. We will show that product innovation and evolution in fine style at Earls Court and the importance that we attach to those new products is the main reason that we are keeping the details secret until the show officially opens”, he added.

“I extend, on behalf of Novomatic, a warm invitation to all our business partners, guests and visitors to join us on booth number 3035 and assess our new products for themselves and also to enjoy the traditional Novomatic hospitality that has, over the years, become our Group's hallmark. I look forward to welcoming you all to Earls Court in London!", he concluded.

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