INTERVIEW THOMAS GRAF
Thomas, your role has recently changed with regards to Greentube and Novomatic, could you describe your current role and how it differs from the past?
My new executive role within the Novomatic Group is centred around growing the digital business.
Te Rules of Engagement
Tomas Graf is the driving force behind Novomatic’s digital business, Greentube. In an
exclusive interview with G3, he discusses the role Greentube is playing in international markets and the regulatory framework that guides every aspect of the
company’s engagement with operators and players
Greentube is the driving force of this digital growth and as the company’s CEO, I am focusing on four main strategic areas: expanding the reach and scope of content distribution to all regulated and soon-to-be regulated online gaming markets; helping Novomatic build a network of competitive B2C online casino and sports betting operations in all relevant jurisdictions where they already have a land-based presence; growing our mobile apps universe of social casino and entertainment products; and last but not least, breaching the gap between land-based and online technologies via 360-degree, single- platform gaming solutions.
How is Greentube evolving and adapting to the shifting market as we see so much regulatory change, consolidation and disruption at this present time in the industry?
Constantly adapting to regulatory changes has always been a part of our business, but the online gaming sector in particular has recently seen increased scrutiny around the globe, making compliance more relevant than ever.
Due to the regulatory fragmentation in Europe, companies need to constantly evolve and adapt their technological solutions to comply with these changes, and this is an area in which Greentube is heavily investing. Responsible Gaming (RG) is also playing an increasingly significant role in all major regulated markets, and Greentube has undergone a comprehensive RG certification process to offer its customers state-of-the-art solutions.
Could you explain how Greentube has become one of the most geographically expansive suppliers in the market?
A few years ago, Greentube’s B2B focus was primarily centered around the two largest European online gaming markets, the UK and Germany. Since exiting Germany in 2017 due to regulatory changes, we had to refocus our B2B efforts on all other relevant markets that offered a legal framework for online content supply and where Novomatic games were already established and popular with major land-based operators. This included Italy, Portugal and Spain as well as some countries in Scandinavia and the Baltics. We also focused on most Central and South Eastern European countries like the Czech Republic, Croatia, Serbia and Romania.
Outside of Europe, opportunities came up in South America with Colombia regulating the online space and Mexico being another sizable opportunity in the region for Greentube’s expansion. We keep an eye on regulatory changes worldwide and we will continue to expand into new regulated markets, if the opportunity arises to ensure our future growth.
Greentube has recently announced a series of key content deals in Croatia, Sweden and Switzerland - how important are these jurisdictions and why are so many falling into place right now?
Sweden has always been a relevant online gaming market, and when it introduced a local licensing regime in 2019, it became an obvious target for Greentube to mark its entry into the highly competitive but rewarding Scandinavian marketplace.
In Croatia, Novomatic holds a dominant market position via its numerous slot arcades and live game casinos, as well as the thousands of Gaminator video slots, which are amongst player favourites. This made it an attractive market for Greentube to launch online gaming, as players are already familiar with the content.
Switzerland regulated online gaming last year, but only licensed land-based casino operators are entitled to offer online casino games in partnership with suppliers. Novomatic holds a market-leading position in Switzerland
Since exiting Germany in 2017 due to regulatory changes, we had to refocus our B2B efforts on all other relevant markets that offered a legal framework for online content supply and where
Novomatic games were already established and popular with major land-based operators.
P32 NEWSWIRE / INTERACTIVE / MARKET DATA
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