Thomas Schmalzer from NOVOMATIC AG: "G2E’s 25th anniversary was a milestone not only for the show itself but for the entire gaming industry"

“At G2E Las Vegas 2025, we presented one of our most comprehensive product portfolios to date. Under the theme “Play like you own the block,” NOVOMATIC showcased its commitment to innovation across every segment – from cabinets and game content to systems and digital solutions” explained Thomas Schmalzer, Vice President of Global Sales and Product Management at NOVOMATIC AG and added “Among the highlights was the U.S. premiere of the DIAMOND X™ 1.55J Quattro, which once again demonstrated why this cabinet line has become synonymous with premium engineering and design. The introduction of XTENSION LINK™ Ultimate and the new Volumes 3 and 4 attracted strong interest, confirming the global success of this progressive series. Equally impressive was the presentation of the V.I.P. X™ Galaxy 2.65, delivering an extraordinary large-scale gaming experience and supporting seamless integration with the NOVO UNITY™ electronic table games system. Together, these innovations underline NOVOMATIC’s strength in combining cutting-edge technology, operational performance, and player appeal on a truly international scale".

Then Schmalzer said that “G2E is not only about showcasing products – it’s about connecting with our partners, customers, and the broader industry. Our expectations were to strengthen existing relationships and explore new business opportunities, particularly in North America, Latin America, and emerging regulated markets.”

And added “The feedback we received was exceptional. We had highly productive meetings with operators, distributors, and technology partners, which resulted in valuable leads and new collaborations. The event once again proved to be an ideal platform for engaging with the global gaming community and expanding NOVOMATIC’s international footprint”.

About G2E 25th anniversary

“G2E’s 25th anniversary was a milestone not only for the show itself but for the entire gaming industry. NOVOMATIC has been part of this journey for many years, and being present at such a landmark edition was a matter of pride for us”.

“It’s a testament to how far the industry has come in terms of innovation, regulation, and international collaboration. For NOVOMATIC, participating in G2E 2025 was a great opportunity to reaffirm our position as a global technology leader and to celebrate the continued evolution of gaming together with our peers, customers, and friends from around the world.”

Emerging trends and technologies

 “The future of the regulated gaming industry will be defined by deeper integration across all channels and a stronger focus on player-centric technology. The ongoing rise of omnichannel ecosystems, bridging land-based and interactive gaming environments, continues to transform the way operators engage their audiences. Seamless cross-platform solutions, including single-wallet functionality, transaction clearing, and CMS integration, are becoming key to ensuring a unified and convenient player journey”.

“At the same time, AI-driven analytics, real-time data, and smart CRM functionalities will empower operators to make informed decisions, tailor game offerings, and enhance player retention while upholding responsible gaming standards.”

“Across global markets, we are seeing operators redefining their casino floors, moving away from traditional layouts towards interactive, themed entertainment zones that combine linked progressives, large-format displays, and immersive V.I.P. experiences. This shift reflects the industry’s focus on creating more engaging, flexible, and performance-driven environments for players and operators alike”.

To Finish,  How did you assess the event’s impact in terms of brand positioning, visibility, and strengthening your presence in the international market?

“G2E Las Vegas 2025 was a tremendous success for NOVOMATIC in every respect. The response from visitors, partners, and media was outstanding and clearly reflected the strong positioning of our brand on the global stage. Our booth presentation – bold, creative, and full of energy – captured the spirit of our “Play like you own the block” theme and demonstrated how innovation and design can translate into a powerful brand experience”.

“Beyond the impressive visitor numbers, what truly matters is the quality of engagement. We held numerous meetings with key partners, operators, and regulators from all over the world, reinforcing existing relationships and opening up new opportunities for growth. This level of interaction underlines NOVOMATIC’s reputation as a trusted technology partner and a driving force in the international gaming industry”

“Overall, the show strengthened our global visibility and confirmed that our strategic focus on innovation, quality, and partnership continues to resonate strongly across markets – positioning NOVOMATIC for sustained success well beyond the event itself”.