INSIGHT ICE SHOW REVIEW
Symmetry SYNOT
G3 interviews Roland Andrysek, Sales Director, SYNOT and Stanislav Stanev, International Business Development Director, SYNOT, at the ICE London exhibition, about the intersection between the company’s established land-based operations and game development, and it’s online division, that’s currently on an absolute flyer.
SYNOT has been very successful with its online business, how does this now compare to the traditional land-based business?
When the pandemic struck we were already expanding our online business not only as an operator but as a game producer, platform producer and aggregator. Online helped the business substantially during that very difficult period for land-based and especially operations. During the pandemic we were able to concentrate our activities on the online sector, which benefited from this focus and helped to support the business throughout the Covid-19 crisis.
Personally, I was surprised by the development in 2022 and 2023 in a positive way. SYNOT has always been very strong in the land-based business, both as a producer and operator, with over 30,000 gaming devices on rental or revenue-sharing basis and operating in our own premises. You can imagine the impact of having this equipment out of use for several years. But it was a period in which online went through the roof. We saw increasing revenues from online across all markets. We didn't know what was
P50 WIRE / PULSE / INSIGHT / REPORTS
going to happen once the restrictions were lifted, but we saw a normalisation of the land- based sector by 2022. What was very positive was the increase in the land-based sectors contribution to the business in 2023, so what we're experiencing now, is that growth in online is continuing at a relatively high pace, though not as fast as during the pandemic, while land-based activities are growing steadily. Based on discussions from clients at the ICE show in London, we are seeing much more interest in the land-based sector than in the previous year. Online continues to perform strongly, but people buying our machines have bounced back strongly.
We are seeing very similar sentiment from land-based competitors too.
What is the split between online and land- based for SYNOT?
Te most successful markets for SYNOT currently are those in which we are present in both channels, strong in online and in land- based. Tese are the best markets for us. Te markets where we have only online or land- based, or we have a less developed sector, are
out-performed by multi-channel markets. Tough I’d add that clients in online are very different from land-based operators.
Omni-channel was a buzz word 10 years ago. Are players seeking out online games from SYNOT having enjoyed land-based titles, and vice versa?
I think there is a lot of correlation between online and land-based players. I see in SYNOT's domestic market, Czech and Slovakia, all of the successful games providers, are developing for both online having started from a very strong presence in land-based. At the beginning, we didn't know how to explain it - as many of the large online providers were successful initially in these markets, before their presence eventually fell away, so that now you only have a handful of successful online-only providers, the rest are traditional slots companies that are also offering their games online.
Localised online suppliers, do you adapt your games and localised for a particular audience.
When I speak to our online team I’m telling
A Perfect
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