With the European market a considerable investment ground for NOVOMATIC, Casino Review spoke to Mike Robinson, international product PR and media manager about the importance of ICE as a showcase for the gaming technology company.
International Casino Review: How significant is ICE for NOVOMATIC?
Mike Robinson: We have adopted ICE as the flagship exhibition for NOVOMATIC in our home market of Europe and our now-famous stand, larger than a football pitch, gives us the ground to showcase a wide range of omni-channel gaming solutions across our extensive line-up of land-based and interactive subsidiaries.
Highlights will be the launch of new cabinets, new games, including licensed titles based on From Dusk Till Dawn, Batman and Austin Powers, as well as game mixes for international casino and AWP markets.
ICR: As NOVOMATIC’s home market, what gaming developments have you noticed across the European sector?
MR: Where traditionally games in Europe have been high volatility as opposed to time- on-device, I think players will also start to engage more in entertainment-driven games with different levels of volatility and features.
At ICE this year, we are bringing a wide selection of games that provide more bonuses and features, keeping players entertained for longer. The international version of From Dusk Till Dawn, for example, will make its debut and features unique bonuses that can trigger on any spin, and immersive bonus rounds that go deep into scenes from the film.
ICR: Outside the European market, what sort of international developments were important for NOVOMATIC in 2017?
MR: We saw growth in all four corners of the world last year. There were numerous installations of our latest products and solutions throughout Europe. We opened the Grand Casino Admiral Zagreb, as well as Europe’s largest sports bar, Admiral Arena Prater. Fur- ther afield, we gained momentum in North and South America, as well as Asia and Africa, and the first installation of the Novo Line Novo Unity II ETG system in the US was undertaken by NOVOMATIC Americas at Foxwoods Resort Casino.
ICR: Looking forward, where will the focus be for NOVOMATIC this year?
MR: Having finally completed the acquisition of a majority stake in Ainsworth at the beginning of the year is significant for NOVOMATIC as it will grant us further access to the huge US market. While our product line evolves in order to continue supplying market-leading products in Europe, we are also developing new product ranges tailored to the territories of our international expansion.