International edition
October 25, 2021

At the largest single booth ever created for any gaming show

Novomatic presented its global attractions at ICE Totally Gaming

(UK).- Novomatic, traditionally the largest exhibitor at ICE and now unveiling the single largest booth ever created for any gaming show, displayed its whole range of global attractions full of product innovations last February 5-7 at new ExCel exhibition center in London.


ovomatic brought their global attractions to ICE, in the form of new and exciting product innovations and dedicated booth sectors for the group’s notable subsidiaries: Austrian Gaming Industries (AGI), Adria Gaming, the recently formed Astra UK Gaming Group, Greentube Internet Entertainment Solutions, Admiral Sportsbetting UK, Löwen Entertainment, Crown Technologies, Novomatic Gaming Spain and Octavian, as well as representatives of almost all international affiliates.

Accommodating all of these business areas, plus the requisite private meeting rooms and catering space for Novomatic’s legendary hospitality service, required a total booth space of 4,400sqm: the largest single booth ever created for any gaming show, anywhere on earth. The booth’s logistic requirements were no less impressive than the space itself. For example, 25 kilometres of cabling were laid: more than enough to stretch from ExCeL to Earls Court, and back again.

Taking centre stage and making its world debut at ICE was The Dominator, a ground breaking gaming machine. Shining brightly with LED illumination and game-dependent colour effects The Dominator has three 24” TFT screens as well as an optional independent 18.5” multi-purpose TFT topper. Thus the third screen – located on top of the two game screens – provides the perfect position for a 3D game theme presentation or the PowerLink jackpot display.
Also completely new is the Dominator’s innovative touch panel player interface that provides a modern, user-friendly, alternative to the previously and still available button panel layouts. On-site maintenance is made easy too, the Dominator’s main door opens upwards on gas springs; providing safe and easy service access plus optimum space between machines in a bank.

The Gaminator, Super V+ Gaminator and their multi-game mixes, will also continue to be tried and tested favourites in casinos around the world. New and ever more enthralling game themes are the constant challenge for Novomatic’s dedicated research and development team and ICE saw the launch of the Premium-V+ Gaminator 5 game mix. With 5 categories comprising 42 games the new mix options enable every operator to fully cover the preferences of all guests.

A new range of Novo Line Interactive/VLT games were also presented in London, bringing a wide range of thrilling themes and innovative mathematical concepts for maximum gaming fun, thrills and superb gaming excitement.

Multi-game mixes offer huge levels of variation and gaming entertainment. But for the additional gaming entertainment that today’s knowledgeable and sophisticated guests demand, Jackpots are an ever more important attraction. The Novomatic booth at ICE presented a quartet of new Jackpot themes to further enhance any gaming environment to the maximum.


In this amazing Community Jackpot five guests are invited to join their ants’ forces, play as a team and carry the Gold Coin to the end of the maze. All bets together determine the direction in which the Gold Coin is carried.

Ancient Giants Jackpot
The gigiantic T Rex guards four levels of massive jackpot wins: Iron, Bronze, Silver and Gold.

The Real King Jackpot
The Real King sets the stage for four awesome mystery progressive jackpot levels: Minor, Mini, Major and Grand Jackpot.

Magic Joker Jackpot
The Joker deals the cards that decide whether it is going to be a Bronze, Silver, Gold or Diamond Jackpot with five of a kind. The Magic Joker Jackpot is a card-animated, four level mystery progressive jackpot that is triggered in two stages for increased jackpot thrills.

Long before ICE Totally Gaming finally closed its doors after three marathon show days, the opinions had transformed from pre-show nervousness to expressions of satisfaction at the facilities that ExCeL provided for the number and quality of the thousands of visitors that attended.

Speaking at the show’s close Jens Halle, Managing Director of Austrian Gaming Industries, noted: “It was natural that all the exhibitors, and I’m sure the majority of visitors, would be apprehensive about the ‘new look’ ICE Totally Gaming. None of us needed to be concerned as what has taken place over the past three days must surely rank as the best ICE ever. The combination of the show’s new date and new venue required a leap of faith, by both exhibitors and visitors, but we can clearly see that their faith has been rewarded with a truly excellent show: an event that sets our industry on a very positive course for 2013 and beyond. I would like to personally thank all of our customers, business partners and visitors for, quite literally, going the extra miles to be with us at ICE and making the show so special.”

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