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Review ICE TOTALLY GAMING 2014


GOING DOWN TO NOVOMATIC


CITY AT ICE 2014 An entire city of gaming innovations greeted visitors to the Novomatic Group of Companies stand at ICE in London


Novomatic set the standard at ICE Totally Gaming, the largest, most comprehensive and international B2B gaming exhibition in the world, with a huge array of innovative products and solutions including more than 50 new game themes plus new cabinets, new jackpots and major technical solutions. In so doing, the Austrian gaming giant recorded a hugely successful show presentation.


The Novomatic stand at ICE was formidable, with a 4,500m booth presence (exactly the same as 2013), encompassing each subsidiary: the Astra Gaming Group (Astra Games, Bell-Fruit Games, Empire Games, Gamestec and Mazooma Interactive Games) welcomed visitors at the entrance, then Admiral Sportwetten, JVH exploitatie, Eurocoin gaming, Octavian and Novomatic Gaming Spain stood shoulder to shoulder alongside a dedicated Online gaming area that featured Greentube, iGaming2Go and the latest member of the NOVOMATIC family, Betware with its online lottery solutions. The Novomatic stand delivered its own ‘exhibition within an exhibition,’ which Mr. Halle quite rightly described as Novomatic city. Certainly the 40km of network cabling running under the stand to connect every machine, tablet and terminal could easily network several towns. Employees on the stand were dressed in matching suits with gold ties in celebration of the company reaching its 20,000 employee milestone in 2014, driving a turnover of €3.3bn for the Group in 2013. Astra Gaming Group, which has dropped its UK moniker as its remit expands beyond the borders of the British Isles, significantly now employs 3,000 employees.


More statistics from the Austrian giant confirmed that the company exports over 98 per cent of its products to international markets, across 80 countries with over 1,500 group locations operating 230,000 machines. Most recently Novomatic added the Gibraltar Casino to its portfolio alongside four casinos of the Tornado Group in Lithuania.


In terms of product, Novomatic brought more new products to ICE 2014 than ever before with the Dominator cabinet headlining a range that included three jackpot systems that brought a new level of quality and animation to the gaming sector. Novomatic underlined its domination of the VLT sector as the largest supplier of VLTs in Europe with over 20,000 VLTs in operation in Italy and most recently the company has won the contract to install 10,000 VLTs for the Romanian Lottery (with 1,000 VLTs installed to date).


Over 50+ games graced the stand with NovoStar VIP even eclipsing the Dominator cabinet as it incorporates a huge 46ins./ TFT screen to add a massive presence in the VIP market. Panther Roulette continues to perform strongly in markets such as South America where in Colombia the solo-roulette game is out- performing slots. Novomatic's bio-metric system


Astra’s Zane Mersich, Novomatic’s Max Lindenberg and Jens Halle, pictured with 2D brand ambassador (until next year) Nikki Lauda.


was also fully unveiled, allowing access control for players to machines by utilising a single wallet that's mapped to the player's fingerprint. Significantly, all existing Novomatic products are already ‘NBS ready’, meaning that they can be easily and quickly upgraded and networked.


Zane Mersich, Astra CEO, explained a little about the expansion of Astra Group, which joined the Novomatic Group in 2008 with 90 employees, but has since grown to over 1,000 people (3,000 including Astra’s own subsidiaries) having taken over the responsibility for running Novomatic's online gaming arm before expanding its reach into international markets. “Greentube has grown massively under our ownership,” stated Mr. Mersich of the Austrian online division that also now includes iGaming2GO, Greentube's mobile branch. After a successful integration into the Astra Group, Greentube is further expanding its range of mobile games created using HTML5.


4 6 The hugely successful Dominator family


Lotus Roulette with Light Gate.


The Novostar VIP cabinet


Panther Roulette II


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