Review ASTRA GAMING GROUP
Novomatic underlined the
importance of its Internet gaming arm, Greentube, at the ICE Totally Gaming exhibition in London
continues Mr. Mersich. “The products had become less appealing to the player due to a lack of investment. We want to create a healthy market and to do that the dongle is here to stay. It’s the business model that we are following and we believe that we can turnaround this market to the advantage of everyone.”
The dongle gives the Astra Gaming Group the opportunity to generate recurring revenues and for a small price increase the company can not only build from an artificially low base, but predict ahead in a business that has been unable to forecast effectively in the past. “It’s hugely important to be able to plan our R&D in advance and to achieve that we have to be profitable. We needed a better model to generate recurring revenue returns and the dongle represents a fundamental shift that will allow us to reinvest in this business,” states Mr. Mersich. “We acquired Bell Fruit Games to better understand the pub sector in the UK. As the leading company in that
Greentube is the fastest growing element within the Novomatic Group of Companies and in 2013 the company has made its claim that it is ready for new market expansion. Greentube is an industry leader in providing cutting edge gaming entertainment and gambling solutions for large and small B2B customers holding a valid gaming licence in jurisdictions all over the world.
As part of the Novomatic Group, Greentube specialises in making online and mobile versions of Novomatic’s most popular games; such as Book of Ra deluxe, Lucky Lady’s Charm deluxe and Sizzling Hot. Currently, Greentube offers more than 60 different slot games for gaming at home or on the move.
After a successful integration into the Astra UK
market, we wanted BFG’s knowledge of the market within our group. At the very core of the Novomatic Group of Companies is a desire to understand every facet of the gaming industry and leverage that knowledge base for the benefit of the company as a whole.”
The acquisitions Astra made in the summer of 2012 will have an impact on the future of the gaming market in the UK. Internally the company is driving new technology and investment in
Gaming Group and the launch of Greentube’s first 3D slot, Marilyn’s Diamonds deluxe, in 2012, Greentube is now looking forward to further expanding its successful range of mobile games that are created using HTML5 technology. Developing more 3D games, improving the visuals and strengthening the quality of the mobile portfolio will continue to be Greentube’s top priority.
Currently, Greentube is targeting new B2C markets in Denmark, Holland, Spain and Schleswig-Holstein as these jurisdictions are in the process of regulating gambling verticals and online slots. Moreover, Greentube will continue its successful expansion in the UK and South America alongside Novomatic.
Thanks to the comprehensive know-how of the Novomatic group, the successful growth of Greentube’s casino games will continue as new technologies and opportunities emerge within the group. During 2013, Greentube’s B2B partners will see even more innovations being made available through the company’s online, mobile and terminal based systems.
Greentube is growing in
prominence both
internally within the Novomatic Group as it expands its
library of AGI slot products, and
externally into new international
gaming markets.
companies that have been in a holding pattern in the UK market for the best part of a decade. Designing, testing and trialling new games and cabinets is an enormously expensive process and it will take the deep investment pockets of Novomatic to break the downwards cycle that has dogged the industry and brought the sector close to the brink. Externally, the industry is watching closely Novomatic's moves in a market that most international suppliers had written-off for dead.
March 2013 PAGE 37
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