INSIGHT
LAND-BASED TO ONLINE NOVOMATIC / GREENTUBE
How has the relationship between NOVOMATIC and Greentube evolved and changed since the digital side of the company was acquired over a decade ago?
Te growth of the digital sector has been immense over the last 10 years, and we have seen a massive shift towards online gaming across numerous regulated markets around the globe. NOVOMATIC remains a key player in the land-based sector and the synergies we have created together have been a real success.
With the strong technology that we have built, most recently with the launch of our new tech stack Greentube Mynt, we have been able to combine the worlds of digital and land-based, offering our partners content that has been proven across two channels.
Together we have significantly strengthened our offering and been able to enter new jurisdictions where we have quickly gained market share because of our strong land-based heritage. After all these years, we have a strong collaboration and our partnership is seamless, enabling Greentube to be a leading supplier in the iGaming space. We have a lot of future plans and ongoing projects as well that will further strengthen the collaboration and synergies between the two companies.
NOVOMATIC was ahead of the game with regards to significantly investing in having a digital arm of the company. How much of an advantage has this proven to be over competitors who have only recently decided to venture into the online sector?
It has been hugely beneficial and even more so in recent years, which has seen the opening of markets that have a strong land-based heritage, such as the US. We have been able to hit the ground running there, knowing local player preferences and understanding the market.
Te pandemic also propelled the growth of iGaming and NOVOMATIC converted titles became the natural choice for many new online players as they were already familiar with the content from land-based venues. Te two channels do differ in many ways but also have so much in common and leveraging the internal knowledge of the sector as a whole makes us a lot stronger as a supplier.
How regularly do NOVOMATIC and Greentube communicate with one another? Do you regularly compare notes on what you are working on, share respective roadmaps and discuss industry trends, or are there clear dividing lines?
Te communication is constant and fluent. Some departments work more closely together than others, but there are always ongoing projects where we collaborate. Sharing our knowledge and experience is an important part of this as we can learn from each other and gain a better understanding of local market conditions or quirks.
P54 WIRE / PULSE / INSIGHT / REPORTS
less creative you can be, but this can also help speed up the process and make it simpler as you have set rules to work within. On the other hand, you could argue that restrictions force us as creatives to think outside the box and come up with solutions that are innovative and will offer great entertainment to players.
Tomas Graf Chief Executive Officer Greentube
We absolutely share roadmaps as well to see if a game might also be a good fit for the online market, and vice versa. Te UK is a good example where we have introduced a number of cross-channel launches that we have to prepare for together.
From a development point of view, are there developers who work across both NOVOMATIC and Greentube? Is there a shared 'developer' pool of knowledge?
As we try to bring the digital and land-based worlds together, it is crucial that the development teams work together. Tis becomes even more important in the markets where players have more of an affinity to land- based content so that we can offer an optimised portfolio, including the best of both worlds.
I believe that creativity cannot be limited, it can only be designed for certain needs. With land- based development, there are of course different considerations as you have more space to work with, while fitting everything on a mobile screen creates its own challenges.
At Greentube, a mobile-first approach is no longer simply useful, but has become an imperative from the first stage of development. Te layout, visuals, symbols, structure and mechanics are all honed with mobile play at the forefront of our mind. For our designers, within the confines of mobile play there are immense possibilities.
In the land-based space, there are no limitations to how heavy a game can be, a key component in online gaming. Special mechanics can be designed to fit the huge screens in casinos and this has pushed innovation which has later also been reflected in the online vertical. Portrait mode is one such thing which is now the primary use in mobile play. Innovations are happening all the time in the sector, especially
“In the land-based space, there are no limitations to how heavy a game can be, a key component in online gaming. Special mechanics can be designed to fit the huge screens in casinos and this has pushed innovation which has later also been reflected in the online
vertical. Portrait mode is one such thing which is now the primary use in mobile play. Innovations are happening all the time in the sector, especially as technology improves, and we continue to take inspiration from each other to push the envelope.”
Although both divisions are in the business of creating slots, what different types of challenges do NOVOMATIC and Greentube face during the game development process?
To make the process more smooth, streamlined, and shorter is always a goal of both companies and something we constantly work on. Te creative process is very similar, but other parts might differ such as local regulatory requirements we need to take into consideration, different security measures, different audiences, and marketing. Although the digital and land-based worlds are connected, they are still widely different in many aspects.
Is the fact that hardware is such a major part of the development philosophy and process a help or hindrance to creativity? Does producing games for a vertical 75-inch curved 4K display limit or expand innovative capabilities?
On the one hand, the more limits you have, the
as technology improves, and we continue to take inspiration from each other to push the envelope.
On the flip side is that in the digital space there are hundreds, if not thousands of titles on a web interface and you need to convince players to select your game to play. Does the need to hook players quicker than land-based limit or expand innovation and creativity?
It is true that competition in the online space is super fierce at the moment, with hundreds of game studios delivering new titles on a weekly basis while a land-based title can take up to two years from development to market release. In most areas of commerce, the online sector is rapidly growing and evolving more quickly than retail, making it easier to offer greater choice.
Te main difference really is the supply, as online studios enter more markets as a result of the evolving regulatory landscape, more content
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