Novomatic showcased a great variety of new titles on ICE London

What have you exhibited this year at ICE 2020?

Our booth presents a full-service-display of single games and mixes, standalone and linked progressive jackpots, ETGs as well as systems and cash handling products. A great variety of new titles is on show, many of which have a Linked Progressive – and due to the huge popularity of Asian games, we are presenting quite a number of new Asian titles.

We are showcasing two brand-new Asian Links as well as the linked title Samurai Beauty™ which was already a highlight at the G2E in Las Vegas. It is definitely an attractive game, and with the impressive signage package it creates a stunning visual highlight. Further Asian titles are the Standalone Progressives Dancing Lantern™ and Dancing Tiger™.

Many European operators traditionally focus on multi-game packages in order to offer a broad variety of game titles within limited space on their gaming floor. Our show presentation at ICE presents a range of products that meet these requirements for packages plus the demand for Linked jackpot games in one product.

Also, the traditional multi-game product line has been extended with the NOVO LINE™ Interactive Concurve Edition 5 for the Curve machines and with the NOVO LINE™ Interactive Edition X2 for the multi-screen range.

In terms of systems, show visitors should definitely not miss the latest functionalities of the myACP casino management system. Our system experts can show them how myACP can streamline their casino processes in full compliance with modern gaming regulations and regulatory requirements for customer data processing (GDPR) and Anti-Money Laundering (AML). We also have a little live demo entry system here at ICE where NOVOMATIC Biometric Systems experts demonstrate how biometrics can facilitate a highly customer-oriented and discreet entrance control that fulfills the highest standards for Responsible Gaming and the protection of minors.

What is the product that stands out at the show?

One product that definitely stands out, is our new Multi-Gaminator® deluxe. It is in fact a retro game-mix wrapped in today’s technology. It transfers ten of our most popular games – from more than 15 years ago – in their original 5- and 9-line layout onto a more enhanced platform and into refreshed cabinets, namely the GAMINATOR® Scorpion 2.24 or the FUNMASTER 2.27. These games have never lost their loyal fan base and they are still hugely popular on many European gaming floors.

So yes, the Multi-Gaminator® deluxe is indeed outstanding, especially if you see the machines next to our modern cabinets. But these products have brought us to where we are today, in our 40^th Anniversary year. We are very well aware that there are new trends in player preferences – and Linked Progressives are certainly one of them – but there are also what you can call prevailing necessities, because the players just love them.

How is Novomatic positioned in this region?

NOVOMATIC has a very strong presence in Europe. These are our core markets, and in many of these gaming jurisdictions, we are also active in the operations side of the business. This is where we come from, and this is where we are most familiar with the player preferences, operator requirements and the ever-changing regulatory frameworks.

How important is for the company to participate in ICE?

ICE is the major European gaming event – and has been for many years. It is not only the gaming show that caters primarily to our European key markets but also an excellent networking forum with a long tradition. Most of our customers and partners have been visiting our stand every single year – it’s almost an industry event with the feel of a family gathering. 

And especially this year’s ICE really marks the kick-off for our 40^th Anniversary celebrations: We present innovative gaming technology from the past, present and future – we even have a little museum on our booth where NOVOMATIC looks back on classic product highlights and company milestones from the past 40 years.

But first and foremost, we have a Winning Technology portfolio on display that will serve every operator’s demands for 2020 and beyond – from land-based casino and AWP products & systems, as well as biometric technologies for modern access solutions, to online gaming, sports betting and cash handling solutions.

This is the first important trade show of the year. How does the calendar of events continue for the firm and which are expectations?

After ICE, there’s the NIGA in San Diego in March. As the key tribal casino event, this show is especially important for our colleagues from NOVOMATIC Americas. We are certainly looking forward to presenting a number of market-specific product news for the US casino segment. 

Then, the show calendar continues with the newly named GAT EXPO in Colombia, with a new show concept, which will be very interesting to see. And as the year moves on, we will try to optimize our presence at the international gaming events in close cooperation with our international subsidiaries and partners, ensuring that we have experts on site at all major industry events.

What are the goals you hope to achieve in 2020?

We have a well-balanced portfolio of new developments, classic gaming blockbusters and vintage offers and I am therefore positive that we will see substantial growth in all areas of our land-based business.

Apart from our European core markets, we also see an increasing popularity of NOVOMATIC products in the African and Asian markets and we have a well-established base in Latin-America. Especially LATAM is a region where we already have an excellent footprint and a continuously growing customer base. Our local subsidiaries are already doing a great job with a strongly customer-oriented approach and excellent service and support. We are now looking to further expand the local customer-service infrastructure.

The US market, of course, continues to draw our attention. We have seen some very interesting developments there with the opening of the sports betting market. Our NOVOMATIC ActionBook™ self-service kiosk has already started to roll out in growing numbers with leading operators across the US and the demand continues to grow. Also, the THUNDER CASH™ Link has really hit the note with US players and produces excellent results with a stable performance. Our colleagues at NOVOMATIC Americas have created very attractive and market-specific signage packages for products like the THUNDER CASH™ and the MONEY PARTY™ Link which create a spotlight on the big US casino floors and attract the players’ interest.

However, the outlook for 2020 seems to be even better which goes very well in-line with the company’s 40th anniversary which will be celebrated during numerous occasions throughout the year.

How does Brexit affect the industry in this region?

First off – not at all. Even though the UK formally left the EU on January 31^st, it had no immediate effect other than us having a very early shipping schedule for our trucks heading for ICE. But that was just a precaution taken on our side to make sure that our products arrive well in time for the show, since we were expecting significant delays upon entering the UK, caused by the general uncertainty regarding a possible cold Brexit.

Now we know that the UK will have a 11-month transition period to hopefully negotiate a free trade agreement with the EU – which means that until December 31^st 2020 all imports and exports continue to be treated as internal European trade. That is the date to watch now. If the UK fail to negotiate a free trade agreement with the EU, lots of questions will arise and we really don’t know how it’s going to affect the industry. There will be endless new regulations, not only for imports, exports and customs but also for all sorts of certifications, CE markings and you name it.

What we do know is that Brexit will certainly not change the expectations and preferences of UK players – the demand will remain unaffected. We just hope that through our excellent team at NOVOMATIC Gaming UK, we will be able to continue supporting our long-term customers in the UK with products that serve this demand.

How does the firm accompany the evolution of the players?

The evolution of players strongly depends on the respective markets, the prevailing jurisdiction, demographics and many other factors, not to forget traditional player preferences. For example players in the US are used to an entirely different game offer from those in Europe, with different preferences and market trends and therefore a different evolution. The US are a time-on-device market, and every supplier wanting to offer successful games, is required to provide a market-specific offer. Likewise, the burgeoning US sports betting market will very reveal an entirely different focus on sports, types of bets and betting behavior.

Whereas in Europe, we can observe the evolution of players directly in our own operations through trends and changes in player behavior, we have to rely on focus groups in the US. But both strategies generate very valuable input for our product development, both for games and cabinets. And there’s always also valuable feedback from our customers via their observations on their gaming floor and specific requests and suggestions they make. That’s a partnership that every manufacturer relies on to be able to develop top-performing products with a high entertainment value for the guest – for the mutual benefit and success of both, operator and supplier. 

In the past couple of years, the term “millennials” was frequently bandied about and there was great concern as to how to supply a gaming offer that attracts them. In the meantime, the industry has realized that they behave in no way different than any other generation did at their age: Their funds are limited and their spend is focused is on social activities and “hanging out”. It’s just a matter of waiting until they’ve grown up – “evolved” if you like – then finding out what kind of games they like to play and developing a supply for this demand. And they are probably not going to be too keen on reel steppers …