G2E Las Vegas Review
Gaming Arts has retained its focus on developing content specifically for North American players and operators while gaining access to Merkur's engineering, manufacturing and hardware resources. One of the first practical results has been the combination of Gaming Arts content with Merkur's MOD EX cabinet platform. Te partnership has also enabled additional investment in game design, mathematics, engineering, product development, operations and sales.
Compared with G2E 2025, Merkur arrived in Las Vegas with a larger selection of new titles and experience from a growing number of installations, allowing the company to discuss both its development roadmap and the performance of products already operating in casinos. Among the principal attractions were additions to the Paw Link jackpot family, new titles including Wild Temple 2, Imperial River Temple and Lion's Amulet, and the latest MOD EX cabinet developments.
GAMING ARTS STRENGTHENS THE US OFFERING Te acquisition of Gaming Arts has been central to Merkur's North American strategy. Te US developer celebrated its first anniversary as part of the group at G2E 2026, having spent the preceding year integrating its operations and development capabilities with Merkur's international business.
Gaming Arts CEO Robert Ziems described the combination of the two companies' resources as a major development for the US business. "My expectation was that combining Gaming Arts' knowledge of the N. American market, regulatory footprint, customer relationships and creative capabilities with MERKUR's tremendous resources, engineering expertise, hardware platforms and global reach would create something more powerful than either could accomplish independently," Ziems explained. "Tat expectation has been validated."
Ziems acknowledged that integrating two organisations with different cultures, processes and market experiences had presented challenges, particularly while both businesses were seeking to accelerate development. "Te biggest challenge has been integration while simultaneously trying to move the business forward very quickly," he explained. Te process has involved bringing together teams separated by thousands of miles and a nine-hour time difference, with greater emphasis placed on communication, accountability and shared objectives. Gaming Arts also provides Merkur with an established commercial and regulatory platform in North America, including operator relationships and licensing experience.
Ziems said the initial response to combining Gaming Arts content with Merkur hardware had been encouraging, although he emphasised the importance of sustained performance. "Trade show attention is great, and customer enthusiasm is important, but ultimately our industry measures success on the casino floor. Games have to perform. Cabinets have to be reliable. Our service has to be excellent."
For 2027, Gaming Arts intends to expand its installed base and recurring revenue, strengthen its North American presence, including its Keno and Bingo businesses, and continue introducing Merkur technology and products into the market. Te company also plans to use Merkur's international network and digital capabilities to distribute Gaming Arts content beyond North America.
PAW LINK EXPANDS THE HOLD AND SPIN FORMAT Paw Link was among Merkur's principal game attractions at G2E, with the company introducing Wish Paw and Voodoo Paw as the latest additions to the jackpot family first presented at ICE Barcelona. Te new titles join Magic Paw and Hot Paw, creating a four-game range built around Hold and Spin mechanics, expanding reel configurations and character- driven themes.
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