Mike Robinson, International Product PR and Media Manager at NOVOMATIC

"Novomatic offers content that suits the needs of individual markets, a key role in our success in Europe"

"We offer content that suits the needs of individual markets, a key role in our success in Europe, and we are now applying this method for our international expansion in the US, Asia, and Africa," explained Robinson.
2018-01-23
Reading time 3:11 min
In an exclusive interview with Yogonet.com, the executive provided insights on the company's new products to be unleashed at ICE trade show. He revealed what players and operators can expect from Novomatic in terms of product development and the discussions that should drive this year's agenda.

What can you tell us about the products you’re planning to unleash at the trade show?

This year we are very excited to launch a series of new cabinets at ICE that we anticipate will make a dramatic impact on casino floors worldwide in 2018. We will also present new standout games and game mixes. A couple of titles to look out for will be Viking & Dragon – a playful game that includes the Extra Added Wilds feature that can fire Wild coins onto any reel on any spin. Another game launch will be the 4K version of Great American Wilds that features cutting-edge graphics and exhilarating gameplay. In addition, the international version of From Dusk Till Dawn will make its debut appearance, showcased in both land-based and online versions.

We are also presenting a full range of games, including brand new titles, on the Enchanted Fortunes Linked Progressive Jackpot. Some key titles here will be Book of Ra Mystic Fortunes, Vampire Fortunes, Treasure of Tut and Goddess Rising. For the UK market, new gaming concepts will include Austin Powers, Batman and Sherlock Holmes licensed themes. Another two new cabinets – NOVO OPTIMUS and CROWN MASTER – will be showcased for the German market, and new products for European AWP and VLT, as well as sports betting markets, will also be on the show.

The Novomatic Interactive offering spearheaded by Greentube will also have several new slot games, notably the Greentube UK game Crazy Birds. And in traditional StakeLogic fashion, a high-profile slot game launch will take place at ICE this year. On Wednesday afternoon, the international star DJ Hardwell will be at the interactive area of the stand to launch the game, aptly named Hardwell – an engaging slot game that features the DJ.

What can both operators and players alike expect to see from you in terms of product development?

Major areas of development will be seen across a number of areas on the NOVOMATIC stand, especially in our new cabinets, games and linked progressive technology. Improvements to our cabinets have been made in the design, graphics and hardware capabilities. Our new games feature a range of volatilities, styles, new bonuses and features, as well as licensed and omni-channel titles.

Which jurisdictions do you feel currently offer the most potential for gaming growth in Europe?

Expansion of the Novomatic portfolio continuously creates new opportunities in Europe. We can now offer an innovative line of Ainsworth cabinets and gaming solutions in the market and are committed to placing 2,000 machines throughout Europe by the end of this year. New regulation creates new opportunities and the large-scale changes in Germany, for instance, have led to new product development. At ICE, our German subsidiary LÖWEN Group will debut two new cabinets that are geared towards the new technical specifications for AWP machines in Germany. There is a lot of potential for growth in the interactive space too, with regulatory movement in countries such as Sweden and the Netherlands, which could lead to the opening of two new markets this year.

What discussions should drive the 2018 agenda? Where will the focus be?

I anticipate there will be another emphasis on linked progressive jackpots, with manufacturers presenting their latest solutions. For the first time at ICE, we will present the Enchanted Fortunes Linked Progressive Jackpot that now offers a wide range of titles, including the Fortunes series, and can be grouped together as the operator desires. On the Ainsworth side, there is also impressive jackpot technology, with the Hao Yun Dao linked progressive and Mega Choice Treasures mystery progressive. There will also be a host of cabinet technology with new designs, features and most importantly content. Interactive continues to play a significant role at ICE and the new payments area at this year’s show is likely to unveil some interesting new payment solutions for the industry.

What is going to be your strategy this year to out-perform competitors and grow your market share?

Our continued investment in R&D plays a significant role in our strategy to create great gaming entertainment and provide operators with the best solutions for their players. As a major operator in Europe, we are able to understand player tastes bring their wants and needs into our future development. We offer content that suits the needs of individual markets, which has played a key role in our success throughout Europe, and we are now applying this method to produce relevant content in new territories for our international expansion, in particular, the US, Asia and Africa.


More information: www.novomatic.com 

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