Zitro USA Next Leap: New Hardware, HHR and US Expansion


CEO Derik Mooberry outlines Zitro’s U.S. trajectory, from rising floor performance and the CONCEPT cabinet to a doubled G2E booth featuring an all-new hardware reveal, first HHR titles, and an aggressive licensing roadmap across key states and into Canada.


Zitro is a household name in Latin America and Europe. How would you describe the company’s current U.S. footprint and growth trajectory?


We’re still in rapid growth mode. Today, over 100 U.S. casinos have Zitro machines on their floors, some with six or seven banks. A couple of years ago many operators asked, “Who is Zitro?” unless they’d worked in Mexico, LATAM, or Spain. Tat’s changed. We’ve built a presence, we’ve had strong reorders, and we’ve invested locally with Las Vegas offices and a nearby warehouse with machines ready to ship. Te goal is clear: become a meaningful supplier in the U.S., as we are in Latin America. It takes time to earn operator and player trust, but each game set is getting more targeted to the U.S. consumer, and we’re being rewarded for our efforts.


What matters more right now, brand recognition or U.S.-tuned product?


It’s a staged journey. Brand gets you in the door, no one spends slot capex without trust. But you must follow with product that performs. Tree or four years ago our games were solid earners, but not standouts. We’ve learned what U.S. players prefer, math, pacing, experience, and evolved our design. Now we’re seeing standout performance. How do you strike the balance between differentiation without straying too far from what players want?


We incorporate the winning characteristics U.S. players expect; pots, 52


perceived wins, animation styles, then layer in Zitro’s uniqueness: fresh mechanics and math that reward wins differently. Operators measure us daily; there’s nowhere to hide in this business. Players are responding, and operators are giving us more chances because we’re earning them.


Floor position can make or break results. Are you getting fair placement?


Yes. Operators want choice. Tree big companies still account for north of 80 per cent of U.S. business, and we respect their products. But casinos are rooting for strong alternatives. Our job is to raise the bar so that when there’s an extra spot, we’ve proven we deserve it.


Zitro topped Eilers & Krejcik Gaming “emerging suppliers” performance chart in June with Legendary Sword. How significant was that?


Huge. I’ve chased that spot since joining in 2022. Legendary Sword, which debuted front-and-center at last year’s G2E, far exceeded expectations. Being No.1 among emerging suppliers for both the game and our CONCEPT cabinet gives us real evidence to show customers who were waiting on the sidelines: give us a shot, we’re proving it. How much of that success is the Concept cabinet versus the title itself?


Legendary Sword performs well across all cabinets, but it’s best on CONCEPT. In the U.S., hardware competition is intense, with the trend


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