This was Novomatic's successful visit to G2E Asia

 What were the main products, solutions or services you presented at the G2E Asia event?

 Thomas Schmalzer: We presented our wide portfolio of products including exciting new slot mixes like XTENSION LINK™ Volume 2, which is one of our best performing brands, and new titles like CASH FLOOD™, a new concept that demonstrates our leadership in innovation. Both titles were exhibited on our premium J-curved DIAMOND X™ 1.55J cabinet. Another highlight that we showcased was our state-of-the-art ETG solution NOVO UNITY™ PRO featuring the latest advancements such as a new user interface, simultaneous play and thrilling titles like our top performing multiplier Lucky Lady’s Roulette.

 Jens Einhaus: In the booth’s CMS area, we were delighted to present our visionary casino management solutions comprised in the NOVOVISION™ suite. With cutting-edge functionalities for an efficient casino floor management, full administrative control as well as sophisticated player management and loyalty functionalities, it stands as a reliable backbone for operations of all sizes. We also demonstrated the system’s innovative biometrically supported access and payment solutions that further enhance the customer journey for the casino guests with features like fast and automated access procedures and a Single Wallet.

New businesses and opportunities

 Were you able to secure new business deals or valuable contacts?

 Thomas Schmalzer: As one of the most important trade shows for the Asian market, the G2E in Macao was an exceptional opportunity for NOVOMATIC to connect with our customers and expand our market presence. The show was a fantastic possibility to meet existing and new customers, partners and friends in the industry, and to increase our footprint in the markets of the Asia-Pacific region.

  Were there any opportunities or challenges you did not expect?

Thomas Schmalzer: We see a wealth of opportunities in the booming markets in the region. Our presence at the trade show and the products we offer underscore our strategy for existing growth markets such as the Philippines and potentially future regulated markets such as Thailand. With our setup of high-profile distributors and partners in the region, coupled with the right products, we are well-equipped to take advantage of opportunities and potential wherever they arise in the region.

 Jens Einhaus: We had one or the other surprising visit from jurisdictions not on our radar yet which could lead to some interesting opportunities.

 What opportunities do you see for your business in the Asian market in the coming years?

 Thomas Schmalzer: We are very pleased with our continuous growth in Asia and looking forward to further strengthening our position as an industry leader using a specific product strategy and content tailored for the local markets. Also, we are focussing on leveraging our existing strengths and expanding those to additional markets. Our high-profile content such as XTENSION LINK™ Volume 2 or our premium ETG solution NOVO UNITY™ PRO are key to that strategy.

 Jens Einhaus: As far as systems are concerned, we recognize a common trend towards digitalization, including table games, AML tracking, etc.

The technological changes that are coming in the gaming industry

How are you preparing for the changes and challenges ahead in the industry?

 Thomas Schmalzer: We keep a close eye on the markets and all the different aspects that affect them, like regulation, player behaviour, etc. Adaptation and localization of products has always been the strong point of NOVOMATIC. Our innovation teams and R&D capabilities are key when it comes to managing any challenge.

 Jens Einhaus: As a technology-driven industry, the gaming industry is constantly evolving and has always been heavily influenced both by the consumer electronics industry and by the regulatory framework. What is adopted by the former, will then be shaped by the latter to comply with Responsible Gaming policies – and as the recent years have shown, these have become an almost international, yet non-standardized benchmark.

Especially in the systems segment, we are well aware of the opportunities that the prevailing technological trends present for our industry, not only in terms of gaming revenue growth but also in terms of player protection. And we are absolutely convinced that these concepts are not conflicting opposites but go hand-in-hand in a sustainable gaming enterprise.

 What role will new technologies such as artificial intelligence, virtual reality and augmented reality play in the future of gaming?

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), virtual and augmented reality. Digitalization offers enormous opportunities for business and society as a whole, 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 including 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.

Jens Einhaus: In my opinion, some of these new technologies will play a quite fundamental role. The present pioneering spirit around AI technologies, not only in gaming, will hopefully very soon lead to a consistent, international ethical and legal framework – which will then be further adapted within the respective gaming regulations on a national or regional level.

 But as mentioned before, if applied in an ethical manner, I am convinced that we are just on the verge of seeing a new AI-driven paradigm shift in the gaming industry that will have a significant impact on operational efficiency, on security in gaming, and on the way that marketing and loyalty go hand-in-hand with Responsible Gaming in a player-centric approach that will significantly enhance the customer journey for the guest.

Think about how AI-driven algorithms can create a 100% personalized player experience, how they will be able to support operators navigate their player retention policy clearly within Responsible Gaming boundaries (which can in fact may indeed shift individually from player to player), how they will help operators better and earlier identify gambling patterns that veer away from safe gaming behaviour. Hence, from a systems perspective, AI is definitely the most interesting technology for us.