“Novomatic’s primary strategy for G2E Las Vegas is to showcase our comprehensive portfolio of premium gaming products and solutions”


With G2E Las Vegas just a few weeks away, Yogonet spoke with the Novomatic team before the expo to learn more about the international gambling company’s plans for the event, which runs October 10-13, The Venetian Expo.

In this exclusive interview, Rick Meitzler (President and CEO, NOVOMATIC Americas), Jakob Rothwangl (VP Global Sales, NOVOMATIC AG) and Max Bauer (CFO Latin America and the Caribbean, NOVOMATIC AG) share information on the company’s lineup and its goals for publishing, as well as the markets to target and new developments in the field of games, on its stand.

Could you describe Novomatic’s final product line that will take center stage at G2E Las Vegas? How did you come up with this selection? Are there any premieres you can anticipate?

Jacob Rothwangl: We designed our product display for Las Vegas with a focus on the US and LATAM markets. In the hardware segment, we will stage a first for these markets with the launch of the new DIAMOND X 1.55J Single Monitor Vertical Cabinet. The DIAMOND X 2.32 multi-screen version has already been a magnet at Latin American gaming shows – now at G2E we will be showcasing both cabinet versions side-by-side with content dedicated to different markets and regions.

Rick Meitzler: For the US, we are building on the continued success of the performance of our key Progressive Link brands THUNDER CASH and MONEY PARTY. We’re launching powerful additions to these popular game families, as well as an exciting upcoming release called THUNDER CASH X. This awesome tie-in will be launched at G2E with two awesome “Candelas de Los Muertos” titles alongside other entertaining releases.

The MONEY PARTY Link is one of our favorite gamer fruit game products in the USA. The product line continues to be a staple in casinos – and apart from new titles like Yummy Yummy expanding the existing portfolio of excellent fruit games, we will present two titles specifically aimed at the segment of high denomination players.

Max Bauer: For Latin American and international markets, we’ll be showcasing a wide range of sophisticated multi-game mixes, some with a linked progressive and some withoutsuch as the NOVO LINE Edition X3 and the NOVO LINE Concurve Edition 6. Of course, the current related bestsellers IMPERA LINK in the FUNMASTER 2.27 enclosure and NOVO LINE CASH CONNECTION Edition 3 in the DIAMOND X series will be the focus of the portfolio show.

What are your specific goals for this edition, given that it is the first entirely in person since the pandemic? What do you think we will learn in terms of the game industry recovering?

Rick Meitzler: Our goal for this show and every show is to put our best foot forward and showcase the last 18 months of hard work. We look forward to reconnecting with customers and demonstrating the quality, value and entertainment of our products. We appreciate the opportunity to show our customers how much we have truly listened to them over the past year and thank them for being true partners in growing our market.

Jacob Rothwangl: This is what visitors to the NOVOMATIC stand can expect in Las Vegas. Our teams are excited to meet their customers and demonstrate gaming technologies designed to entertain.

Max Bauer: In terms of industry recovery, we will most likely see further evidence of different stages of recovery in many markets. While we know the US market has rebounded quickly and is even surpassing pre-pandemic levels, we are seeing the same trend of recovery in Latin American markets.. This recovery is reflected on the full agendas of some countries at the G2E again this year. It will be especially interesting to chat with many operators and learn about their latest experiences and strategies, of course.


Novomatic's booth at G2E 2021

What key markets are you targeting, both in the Americas and globally? Which Novomatic representatives will be present for this purpose?

Rick Meitzler: Our primary strategy in Las Vegas is to showcase our full portfolio of premium gaming products and solutions in this world-class format.. This includes slot machines for the US Class III and ALV/VGT markets, electronic table games, sports betting kiosks, management systems, promotional systems and ancillary services.

We will have representatives from NOVOMATIC Americas, all regional units in Latin America and our international sales teams available on the stand, ensuring that each customer will be in contact with their sales representative.

Max Bauer: G2E in Las Vegas is traditionally a gaming event that attracts a huge Latin American audience, being the closest global gaming event outside of the region. We actually expect this year’s overall visitor numbers and LatAm attendance to rebound to pre-COVID levels. and will therefore prepare a solid line-up of products and teams.

What technological advancements and investments will be reflected at the Novomatic booth in terms of linked progressive slots, cabinet design and integration?

Jacob Rothwangl: One of the most obvious developments is the ever-increasing size of gaming screens and the prevalence of PCAP technology.. Our latest cabinet developments are no exception: the new standard for multi-screen monitors is 32″ and for the DIAMOND X 1.55 we have created a 55″ J-curve screen in the NOVOMATIC range. The reason is quite obvious: frameless screen technology is becoming available at a reasonable price and be embraced by an industry that strives for an immersive gaming experience.

On the content side of the game, I have my own theory as to why progressives are such a mainstream trend.especially in terrestrial markets and which has not much to do with technology and progress, but a lot with the social aspect of the land game. Physical players consciously or unconsciously opt for the social gaming experience: playing in the physical company of other players and – especially in the case of Linked Progressives – an atmosphere of direct competition to win a jackpot. This too is part of the entertainment aspect of the game.

Max Bauer: Over the past few years, our customers have already recognized that our games and cabinets have taken a big leap towards a positive evolution that boosts the emotional experience in the social context; therefore, providing the end customer with the entertainment they are looking for either in stand-alone machines or playing with their friends in progressive banks.

Jacob Rothwangl: Exactly! With our products, we aim to nurture these aspects of the land game. Of course, linked progressives are also popular in the online segment – ​​but there that deeply engaging social spectrum of emotional bandwidth is lacking.


Novomatic at G2E 2021

What will you offer in terms of sports betting solutions, given the booming US market?

Rick Meitzler: NOVOMATIC Americas has made a name for itself in the US sports betting market with a steadily growing footprint over 1,200 self-serve sports betting kiosks already in operation in North America. We offer great flexibility to operators in using premium software partners and cabinet style options.

The NOVOMATIC Stockcompact book is a bartop version with a 32″ monitor that fits on any counter while the NOVOMATIC StockBook More is a vertical multi-screen version with two 32-inch monitors. Both are solid self-service kiosksequipped with premium components and all the cabinet technology know-how from a leading sports gazebo supplier.

We offer a touch friendly betting experience with fast response times, excellent usability, reliability and low maintenance. So many advantages that the main sports betting providers appreciate. We continue to adapt and improve our kiosk and operators recognize the focus.

In July, Novomatic decided to merge the management of Central America and the Caribbean under its Colombian subsidiary in Bogota. What is the current status of this process? Will this decision also be reflected at G2E?

Max Bauer: Consolidation has taken place and we are already seeing the first results of this synergistic approach. Our Colombian team is really going the extra mile to ease the transition for our clients in the region, strengthening our relationships and showing them the many advantages and improvements in quantitative and qualitative terms that the new structure offers them.

At G2E, the move will primarily result in the new point of contact for our customers in the region through a fully committed team. to provide premium product information, maximum service and digital support. All questions will be answered and the Colombian team will be on hand to explain not only the new products for the region, but also the novomaticclub.com application.

What other Novomatic Group brands will have a prominent space at G2E Las Vegas? How will they complement each other there?

Jacob Rothwangl: Most prominently, the stand will again be shared with Ainsworth, of coursewith a major US-focused product display on the right wing of the floor space.

At the center of the NOVOMATIC space, Greentube, the NOVOMATIC Digital Gaming and Entertainment division, will stage their HOME OF GAMES. Their growing portfolio of classic and new NOVOMATIC core content, as well as top-performing Greentube titles, are increasingly gaining strength in many regulated markets, internationally – and in the US as well. The Greentube online games offer perfectly complements the terrestrial portfolio of NOVOMATIC for operators around the world looking for a 360° gaming offer for their brand.

September marked one year since Greentube entered the US market through a partnership with Golden Nugget Online in New Jersey.. This first venture was an important step, with expansion into North America being one of Greentube’s main strategic targets. Now that the region continues to regulate online gambling on a state-by-state basis, Greentube is following fast with licensing applications that pave the way for a dedicated growth strategy.

Max Bauer: Stopping at the Greentube stand is also worthwhile for Latin American operators. Greentube is already present in Latin American regulated markets such as Colombia and Argentina and is really looking forward to expanding its reach as other markets implement the required regulatory framework, such as Peru.

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