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FBM: US strategy driven by precision

Renato Almeida, Director at FBM, discusses the supplier’s US strategy, concentrating particularly on Tribal partnerships

bfm-mag
bfm-mag

Tell us about the latest developments for FBM and the work you do with Tribal operators. 

FBM’s expansion in the US has been deliberate and performance-driven. Over the past three years, we have focused on strategic placements in Florida, Oklahoma and selected Tribal markets, prioritizing quality of partnerships over speed of distribution. 

Our most significant recent milestone is the launch of our 4-Card Lotto games, now live in Florida and scheduled to debut in Oklahoma and Kansas in March. These are the first titles built on our new Genisys gaming platform, marking a major technological advancement for FBM in the US. 

Our approach with Tribal operators is rooted in alignment and accountability. We work closely with each client, analyze performance data in real time, and refine our product mix to ensure measurable contribution to the floor. Our objective is clear: position FBM as a reliable long-term partner that adds incremental value. 

How and why are Tribal casinos expanding their game mix beyond traditional slots?

From our perspective, diversification is driven by precision. Operators are looking to optimize floor mix by addressing defined player segments rather than relying solely on broad-based slot performance. 

The development of our 4-Card Lotto portfolio reflects that strategy. There is a consistent and loyal demographic of players who prefer numbers-based games such as Lotto, Keno and Bingo. This segment has seen limited new development in recent years, creating an opportunity for innovation within a proven category. 

By modernizing this format through updated math models, improved presentation, and a scalable technology platform, we provide operators with an additional revenue stream that complements traditional slot banks rather than competing with them. Diversification, in this context, is not about replacing core performers. It is about strengthening the overall mix with targeted, data-backed additions. 

What is the balance between innovation and keeping the same winning games that draw players to the casino floor? 

High-performing legacy titles remain the backbone of any successful casino floor. Protecting those revenue drivers is essential. 
Innovation should enhance performance, not disrupt it. At FBM, we focus on incremental opportunity – introducing products that capture new or underserved segments without cannibalizing existing strengths. Our 4-Card Lotto titles exemplify this balance. They operate within a distinct category, appeal to a defined audience, and expand engagement without competing directly with top-performing video slots.

The Genisys platform further supports this strategy by providing strong monitoring capabilities and operational stability. For us, innovation is measured by performance metrics, system reliability, and long-term scalability – not novelty. 

What emerging trends are there in US casino gaming for 2026 – and is this different for Tribal and commercial operators?

Heading into 2026, operators across the US market are prioritizing disciplined capital allocation, operational efficiency, and measurable return on investment. 

Technology is increasingly evaluated through a performance lens: does it improve floor analytics, strengthen system integration, and support long-term scalability? Products that deliver clear value and reliable data insights are gaining traction. For FBM, 2026 is focused on structured expansion. We will continue to grow in Tribal markets where we have established performance benchmarks, while maintaining our controlled rollout model. 

With nearly 30 years of international gaming experience – including operations in highly competitive markets – we understand the importance of adapting to local conditions while maintaining global standards. Our US growth strategy reflects that balance: steady expansion supported by data, reliability and strong customer relationships. 

What are the biggest innovations or new products you think could change the market in 2026?

In our view, the most impactful innovations are those that combine technological advancement with clear market demand. For FBM, the Genisys platform represents a foundational innovation. It enhances performance tracking, supports seamless system integration, and creates a scalable base for future product development in the US. 

At the product level, revitalizing established categories such as numbers-based gaming presents a meaningful opportunity. The 4-Card Lotto portfolio demonstrates that innovation does not always require reinventing the slot experience; it can also come from modernizing proven formats and delivering them through stronger technology.

As we move into 2026, our strategy remains consistent: expand strategically, deepen partnerships, and focus on products that deliver sustainable performance. FBM may be a newer name in the US slot market, but with decades of global expertise and a dedicated North American team, we are positioned for disciplined and long-term growth.