COVER STORY – MERKUR
Turning Heads in Barcelona: Merkur Steps into the Spotlight with Award-Winning ICE Performance
T
he Fira Gran Via was buzzing with anticipation as ICE opened its doors to more than 65,000 visitors from 186 countries. Amid the throng of international exhibitors, one German giant stood out: the Merkur Group. True to the motto “Spin with Power. Shine in Color.” and with a striking new booth, a rich portfolio of innovative products, and the strength of numerous subsidiaries, the company sent a clear message to everyone: a new era for Merkur has begun.
Step into Merkur World and the difference is immediately obvious. Spanning 2,500 square metres, the two-storey exhibition space was more than just a booth; it was an immersive experience. Vibrant colours, sprawling LED walls, dynamic lighting, and a lively entertainment programme – from interactive magic to dynamic cheerleader performances and atmospheric DJ sets – and, above all, powerful products and services thanks to the numerous subsidiaries created a setting that drew visitors in and kept them engaged. Furthermore, spacious visitor lounges and hospitality areas, where Slovenian and Spanish delicacies were served, allowed for meaningful conversations in a relaxed atmosphere, perfectly blending business with pleasure. The concept was more than aesthetics – it was a statement of transformation. Merkur was signalling that it was evolving beyond a pure gaming provider toward a globally integrated entertainment brand.
8 FEBRUARY 2026
“The year 2026 marks the beginning of a new era for us, and ICE is where it all starts. Visitors to the trade fair in Barcelona can look forward not only to exciting innovations ‘made by Merkur’ but also to an entirely new and dynamic booth design that brings the Merkur World to life like never before,” predicted Dominik Raasch, Management Board Member for Merkur Games at
Merkur.com AG, ahead of the trade fair. And Merkur didn’t just talk – they acted.
The centrepiece of Merkur’s product showcase was the new six-level jackpot system, Dimension Link. Transporting players on a mystical journey through ancient Egypt, Dimension Link offers Sticky Spins and engaging bonus features, quickly becoming one of the booth’s main crowd-pullers. Another high-impact highlight in the Merkur portfolio was Paw Link, which immersed trade fair visitors in the magical and adrenaline-fuelled worlds of Hot Paw and Magic Paw. Built on a familiar 5x3 reel base game, the system enhances classic gameplay with dynamic Hold & Spin Features, perceived persistence, and expanding reel formats. In addition to the high-energy titles from Gaming Arts, including Glory of Giza and Eternal Riches, the new Prime Line multigame package also attracted a great deal of attention. Providing the perfect showcase for Merkur’s content creations was, among others, the
modular premium cabinet Mod Ex Xtended – an enhanced version of the Mod Ex featuring an electrically extendable console designed to deliver additional comfort and flexibility. Beyond individual product innovations, Merkur used ICE to demonstrate the scale and breadth of its corporate group. The impressive
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