For us, the player experience is at the centre of everything we do. In game development and design, performance is key, but equally important are the emotions the player experiences. We aim to create a rollercoaster of feelings that makes each game memorable and unique. Tis philosophy means that
our games are evaluated not only by mathematical KPIs but also by their emotional impact.
DOMINIK RAASCH Management Board Member, MERKUR Games
Gunter Blümel spoke passionately about “emotion” being at the heart of great game design. How does that philosophy inform the development priorities within Merkur Games?
For us, the player experience is at the centre of everything we do. In game development and design, performance is key, but equally important are the emotions the player experiences. We aim to create a rollercoaster of feelings that makes each game memorable and unique. Tis philosophy means that our games are evaluated not only by mathematical KPIs but also by their emotional impact.
A truly great game strikes a balance between technical excellence and the capacity to excite, surprise, and delight players - because delivering an unforgettable experience is what ultimately sets our products apart.
How are data and analytics, which you referenced as a driver of “industry-leading productisation,” informing creative decision- making inside the studios?
At Merkur, we are committed to delivering an engaging and exclusive gaming experience that entertains, excites, and ultimately satisfies players. To achieve this, we develop our games based on player preferences, making it essential to stay closely connected to customers while keeping a sharp eye on data and analytics.
We build on game mechanics and concepts that have been well received by players, ensuring that new releases resonate from the start. At the same time, we monitor emerging gaming trends and innovations closely – because staying ahead of the curve can make a decisive difference in our market position. Data, analytics, and creativity work hand in hand to ensure every game we produce is both enjoyable and strategically informed.
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Group Chairman, Michael Gauselmann, mentioned his ambition to see Merkur products operating in more than 100 countries. What role will Merkur Games play in achieving that vision?
As Merkur’s B2B business division, Merkur Games plays a key role in bringing our products to diverse markets and establishing them successfully. We are already present in nearly all relevant markets across Europe and Latin America, and our focus is twofold: strengthening our position in existing territories while identifying and entering new target markets. Tis is where Marcel Heutmekers, Senior Vice President Merkur Games International, plays a pivotal role.
He works closely with the global product organisation, ensuring we understand the unique needs of each market, customer, and player in order to deliver the right products. In addition, the products and market access provided by Gaming Arts and Spintec will help us unlock new opportunities inter-nationally. Besides the number of countries, our goal is to achieve a leading position in all key markets.
As the industry prepares for ICE 2026, you described it as “the starting point for another successful business year.” What can we expect to see from Merkur Games in Barcelona?
At ICE 2026, our development teams will unveil many innovations like new games and surprising hardware. Visitors will experience the strength of the entire Merkur Group, with a showcase that reflects both our capacity for innovation and our commitment to entertainment. Our booth and supporting programme will highlight the creativity and energy driving Merkur Games. ICE 2026 marks the beginning of an exciting business year, offering our customers and players a glimpse of what lies ahead and a promise of engaging and dynamic experiences to come.
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