INSIGHT LAND-BASED TO ONLINE NOVOMATIC / GREENTUBE
becomes available. Tis means that the games have to earn the money back in a shorter time frame which is a bigger challenge for online as there is a higher churn than in the land-based space and players are not as loyal to a supplier or brand.
So, while we need to quickly grab the attention of online players, we can also produce content more rapidly, which has forced the industry to really keep pushing innovation and creativity to ensure the content is always fresh.
As a result, online players are also more inclined to try new things that are available to them in an online casino. Land-based game preferences usually last longer, but it also takes more time to attract the players. So again, the two worlds are very different which is why both our companies have different marketing needs and their own marketing teams.
We are seeing more of a convergence between the two worlds. Among other things, online is getting more regulated with restrictions around game creation, which has traditionally been the case in the land-based sector. Te online space is also getting more fragmented, and more R&D is needed to be successful so it is getting more complex and the two worlds should collaborate more.
From a display and presentation engagement perspective, would you say land-based development teams have an advantage as they are building on their own hardware?
It has its advantages and going to a land-based venue is such an experience in itself which cannot really be compared to the solitary experience that online gaming offers. But it does also have limits and we strongly believe that combining the best of both worlds and merging the two channels as best we can is the future of gaming.
Whereas land-based can put in the processor and memory card of their choice and can build the hardware they are working on however they want, digital game developers must cater to an iPhone 6 and 11 simultaneously. What challenges - and opportunities - does this present?
As a developer of mobile games, we are slightly limited and also rely on guidelines set by Apple and Android which might impact how our games play or whether they can even be accessed on older versions of digital devices. We try to ensure that our games are not too heavy so that they play well on all devices, but as the screen size may differ, it is a challenge.
All our games can be played in both landscape and portrait mode, and we have also launched ‘portrait only’ slots to offer the best experience to players. As mentioned earlier though, any limits make us work harder to come up with solutions and as technology is quickly evolving, we expect to see further improvements in the mobile space in the very near future.
Prevailing game mechanics have stayed the same for some time now, particularly on the land-based side. How do you look to strike the balance between servicing established content mechanics whilst also introducing new gameplay experiences? Can you name any recent examples where NOVOMATIC and Greentube have played it safe with a guaranteed hit - and others where you have pushed the boat out?
Tis is an area we are constantly evaluating as mechanics play a crucial part in slot creation – both online and in land-based. We have taken some of NOVOMATIC’s best performing mechanics and implemented them into Greentube content with great success while also developing our own mechanics aimed for the online market.
Te unique Diamond Link online casino game series was designed with the aim to create innovative and entertaining slots that thrill and captivate players around the world – and now it boasts some of our top-performing titles.
Te innovative Diamond Link mechanic gives players the chance to win one of four jackpots and take home huge winnings. Greentube’s Win Ways mechanic is one we have introduced on several Greentube titles over the last 12 months and is a proven concept. As an example, we recently launched the latest Book of Ra title
sports betting product through the acquisition of Admiral Sports in Italy to further diversify our offering. We have also introduced skill games like Ski Challenge.
Finally, what does a successful 2023 look like for NOVOMATIC and Greentube, respectively? What are the strategic goals - are there specific content or market goals you would like to achieve - and where can our readers find you on an exhibition floor during the year?
For both companies we will focus on strengthening our market positions, primarily in the growing North American and LatAm markets, but also in Europe where we are now well-established. We need to continue to grow our reach and are constantly assessing opportunities in emerging markets to be ready to enter as soon as regulation is being implemented. We have partnered with numerous leading operators over the last 12 months, and this will continue to be a goal in 2023 as we want to be the supplier of choice for the leading players in the industry.
For Greentube, an important focus will be to continue to introduce premium content. We have an offering of well-known and popular titles from the land-based sector as well as globally relevant and also localised content from studios who have a good understanding of regional markets. We are therefore in a perfect
“Mynt will be a true game-changer for operators around the world and will provide a faster-than-ever route to market for our games studios, while offering partners a wide range of advanced gamification tools. We will also be attending all the leading global industry events throughout the year including ICE London, G2E in Vegas, the SBC Summit in Barcelona, North America and SAGSE in Argentina, to showcase our product offering and increase brand awareness to international operators.”
featuring Win Ways, to take the game to a new level with a well-established mechanic.
How important is it for the NOVOMATIC Group generally to explore new spaces and try new things at a time when player behaviour is narrowing?
Tis is crucial for any company in our industry as the environment is quickly changing, including the implementation of a host of regulatory restrictions in numerous markets. We need to stay on our toes and be alert to any trends as well as emerging markets and get an understanding of the local player preferences.
At Greentube, we have recently acquired a number of companies to strengthen our capabilities and market reach, and this is part of NOVOMATIC’s strategy to ensure we have the best know-how, product offering and geographical reach to remain a leading company in the industry. We also recently broadened our
position to deliver the best of both worlds to our partners.
In 2023, we will also roll-out our recently launched tech stack Greentube Mynt, which comprises several modules with a state-of-the- art Remote Gaming Server (RGS) at its heart. It is the foundation for a future-proofed, complete games entertainment solution that provides operators with a next-level player engagement and retention tool.
Mynt will be a true game-changer for operators around the world and will provide a faster- than-ever route to market for our games studios, while offering partners a wide range of advanced gamification tools. We will also be attending all the leading global industry events throughout the year including ICE London, G2E in Vegas, the SBC Summit in Barcelona, North America and SAGSE in Argentina, to showcase our product offering and increase brand awareness to international operators.
WIRE / PULSE / INSIGHT / REPORTS P57
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