Pulse
ONLINE US GREENTUBE
Thomas Graf, CEO of Greeentube, explains why the company’s stateside strategy differs significantly to
Europe and the lessons being learnt as the NOVOMATIC division continues to expand in the US.
Greentube: US strategy is opposite to Europe
Greentube’s portfolio of blue-chip titles?
Tomas Graf, CEO, Greentube
How beneficial has the last few months been in getting to grips with the inner workings of the flourishing US market?
We made our debut in the US in September last year, so we are still very much learning about the market. To start with, we are focusing on the three big states, New Jersey, Michigan and Pennsylvania, and our approach is to partner with key multistate players in those markets as well utilising existing partnerships from Europe where possible.
In addition, in some cases, we also have existing relationships through NOVOMATIC America’s land-based slot machine business, so we can use those synergies as a foot in the door for other potential partnerships. It hasn’t been difficult for us to identify the right strategy and we are now working on executing that to establish ourselves as a leading supplier to the US online industry.
How have players in New Jersey taken to P78 WIRE / PULSE / INSIGHT / REPORTS
We haven’t brought the entire blue-chip portfolio of NOVOMATIC titles to the US because not all titles are suitable to the local market. Tese games are some of our most popular in Europe where Book of Ra and Lucky Lady’s Charm for example have a long tradition with players and are well established but in the US they are less familiar.
We therefore had to use these IPs to create popular Hold N Spin mechanic versions of those European blockbuster titles. Tis is an approach we have adapted with a selection of our existing titles with these successful mechanics better suited to US players, but we have also developed market specific content, such as Wild Lines: American Eagle, a traditional stepper slot game with add-on features, to cater to the preferences of the local audience. We thoroughly believe that this is the right approach in North America.
There’s a general feeling that US players are more inclined to seek out recognisable land- based slots when playing online. Do you feel this gives Greentube a sizeable advantage over competitors?
We actually have a limited installed base of slot machines in the US market. As a result, we haven’t created the same loyal player base yet as we have across Europe and our land-based position is only gaining traction in some niche markets like in Illinois.
We can, however, analyse the performance of
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