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Novomatic: The biggest exhibitor in ICE 2024 unveiled its full range of gaming innovations

Friday 01 de March 2024 / 12:00

2 minutos de lectura

(London, SoloAzar Exclusive).- Thomas Schmalzer, VP Global Sales / VP Product Management, NOVOMATIC AG, granted an interview to SoloAzar in which he commented the product highlights and the innovative gaming solutions recently launched at ICE London 2024.

What novelties have you presented at the last edition of ICE in London?
Thomas Schmalzer: Especially at ICE London this year, we challenged operators to think big. The newly launched V.I.P. X series is aimed at discerning gaming guests and casino operators who want to offer their visitors a high-quality gaming experience. The impressive V.I.P. X Royal™ 1.85, the V.I.P. X Dream™ 3.43 and the V.I.P. X Lounge™ 2.32 offer exceptional luxury with exquisite V.I.P. comfort, extra high and wide gaming screens and a first-class sound system with comfortable seating. NOVOMATIC also made a real statement for galactic gameplay at this year's ICE: the world premiere of the exclusive V.I.P. Galaxy™ 2.65 took the gaming experience to a new level of immersion. This ultimate luxury lounge chair features two 65-inch gaming screens and adjustable, luxurious seating comfort.

Gaming highlights were represented in large numbers: With the four games of the GODS & LEGENDS™ Link, divine characters transported players to the mythical worlds of Ancient Greece, Egypt, Asia and the Scandinavian Viking Age. Another gaming highlight at ICE was the new Linked Progressive trio from CASH FLOOD™ Link including Secrets of Wealth™, Magic Cleopatra™ and Roll on Fire™. The new multi-game mixes also offered a very special gaming experience - Impera Line HD™ Edition 9 in a new design with additional features and the brand new Superia Games™ Premium 3 mix. NOVOMATIC classics as well as new titles were included in the NOVOLINE™ Interactive Edition X4: From the underwater worlds of Lord of the Ocean™ and Dolphin's Pearl™ deluxe to the hidden treasures of Book of Ra™ - Temple of Gold™.

Could you describe how was your presence at NOVOMATIC booth in ICE?
Thomas Schmalzer: As the biggest exhibitor, NOVOMATIC’s stand was impossible to be overlooked, and it was also a real visitor’s magnet thanks to the perfect mix of excitement and innovation. We showcased the full range of gaming innovations of our 360° product portfolio - from land-based casino products, AWP gaming machines to biometric access as well as player tracking technologies in casino and arcade management systems. Our trendsetting technologies convinced the international audience in terms of innovation and quality. We are thrilled to have welcomed thousands of visitors to the Very Important Player X-Perience we offered at the NOVOMATIC booth.

In commercial terms, what is your evaluation? Did you achieve the goals proposed? Did new collaborations or business alliances emerge?
Thomas Schmalzer: The customer excitement and demand at the show was incredible. I am very pleased about the overwhelming response from our customers, technology partners and suppliers at this important industry meeting. The interest in our new products was immense, especially for the V.I.P. X series on the hardware side. The new gaming content on the software side of our product innovations was also a massive hit with the visitors. The high performing XTENSION LINK™ returning as Volume 2 as well as the brand-new links CASH FLOOD™ Link and GODS & LEGENDS™ Link were extremely well received by our customers and visitors alike. The ICE offers an excellent opportunity to network and socialize with our loyal customer base and to establish new partnerships.

What aspect can you highlight about the changes and the future of the industry? How is the company preparing for it?
Thomas Schmalzer: As a global player, NOVOMATIC needs to focus on all its markets and segments as well as on international trends and developments. We are proud of our innovative momentum and carry on supplying our customers with state-of-the-art solutions for their land-based gaming offerings from slot machines to casino management systems, cash handling solutions, and sports betting equipment. The area of online, mobile, and social gaming activities in particular has also been experiencing significant growth for several years. We will therefore continue to focus on online activities. In this context, Greentube as NOVOMATIC's Digital Gaming and Entertainment Division has successfully expanded their international portfolio in the areas of game development as well as system and platform technology through several strategic acquisitions.

Furthermore, our research and current developments show that online and land-based offerings complement each other very well and address a variety of different player segments. We will continue expanding our fully integrated solutions from gaming machines, casino management systems, and single wallet solutions to online gaming products as this will be key in the future. This 360-degree approach reinforces our position as an innovation leader and enables us to react quickly to future markets and operator demands. The strong connection between our gaming technology segment and our gaming operations is a distinct strategic advantage for NOVOMATIC - which we leverage to optimize our product portfolio tailored to customer needs.

When talking about new trends do you use artificial intelligence for your products, services or user experience?
Thomas Schmalzer: As a technology-leading company in the gaming and betting sector, NOVOMATIC has always had a positive attitude towards new technological developments. This also includes the dealing with the various possible applications of artificial intelligence (AI). Digitalization offers enormous opportunities for business and society but we need a responsible approach to the technical progress that is driving this trend. AI will impact game development, performance analytics, process optimizations and cost structures as well as time to market in all industries and therefore also in gaming. A responsible approach, data protection and IP-rights will be crucial for the success of using this new technology. The challenge for our industry will be to devise AI driven features in our product portfolio that generate added value to players and operators alike. NOVOMATIC’s approach to AI will take this into account in providing market leading solutions to our customers.

Did you have the opportunity to participate or attend any activity related to ICE VOX? Any particular topic you want to remark?
Thomas Schmalzer: As one of the largest gaming technology groups in the world, player protection is particularly close to our heart and we strongly support improvements in this area. That's why we were delighted to support the Consumer Protection Zone fundraising. This charity event at ICE 2024 raised £41,100 and the donation will be split between two charities, the International Centre for Responsible Gambling (ICRG) and Betblocker. NOVOMATIC has participated in the considerable donation cheque alongside other companies in the industry. I am delighted that we could express our commitment to player protection as a core theme of our comprehensive ESG program.

What aspects can you highlight from the last edition in London? And how are you preparing for Barcelona 2025?
Thomas Schmalzer: The positive response to ICE 2024 from our customers and partners worldwide not only confirms the success of NOVOMATIC's latest innovations, but also underlines their importance for the future development of the gaming industry. We look forward to establishing new products in our markets in the coming months and continue to present groundbreaking technologies and solutions. We proudly look back on highly successful decades at ICE in London and are excited to further boost this success story in Barcelona – with even more product highlights and innovative gaming solutions for every customer segment. Stay tuned!



País: United Kingdom

Región: EMEA



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Thursday 18 Apr 2024 / 12:00


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