Novomatic: Why one size does not fit all for gaming suppliers

How does Novomatic differentiate its product strategy for markets in the US and Canada as compared to those in LatAm? Are there specific regional tendencies you have noticed over the years?

Novomatic operates across highly diverse gaming markets and our product strategy reflects the specific requirements of each region. In the US and Canada, player preferences, regulatory frameworks and operator requirements can vary significantly between jurisdictions. The same applies to Latin America, where individual markets have their own dynamics and established player preferences. Successful game content needs to match such player preferences in each market. Specific math models, game themes, features or game mechanics, graphic design, as well as the degree of player interaction are key for classical markets and specialized products such as skill gaming or historical horseracing products alike.

Our approach is therefore not one-size-fits-all. We work closely with our local teams and customers to tailor our portfolio to each market. What we see across the Americas, however, is a common demand for compelling content, strong performance and reliable technology – combined with solutions that create long-term value for operators.

Having led Novomatic’s global sales and product strategy since 2022, how has your role evolved to prioritize growth opportunities across the Americas?

A key focus of my role has been to translate market and customer feedback into clear product priorities. For the Americas, this means identifying which products have the strongest potential in each market and prioritizing our development, certification and sales efforts accordingly. This allows us to focus our resources where we see the greatest opportunities and bring the right products to market more efficiently.

With G2E quickly approaching, can you provide a glimpse into which products Novomatic will be featuring?

G2E is a key opportunity for us to engage directly with our customers across the Americas. The feedback we receive on the show floor gives us valuable insights into evolving market requirements and is an important input for our future product strategy.

This year, we will present a strong line-up including our new multi-feature titles Vision Link™, Impera Prolink™ 2 and Rising Treasures™ II. Our international bestseller Xtension Link™ will be presented with Volume 5, bringing a new selection of exciting titles to the gaming floor. We will also showcase our internationally highly successful Sign Packages, which will now be introduced to the US market, further expanding the reach of some of our most successful game concepts. On the cabinet side, one of the highlights will be the US premiere of the V.I.P. X Galaxy™ Lounge 2.65, alongside the Diamond X™ Quattro1.55J.

Another key focus at this year’s show will be our ETG portfolio, where visitors can look forward to exciting innovations and major new developments. While we are not revealing all the details just yet, we are preparing a number of highlights that demonstrate our continued commitment to innovation, flexibility, and outstanding player experiences. Stay tuned for more information as we get closer to the show, when we will unveil the full scope of our latest ETG developments through our exhibition activities, publications and press releases.

How do regulatory standards differ in the Americas as compared to Novomatic’s footprint across Europe and Asia?

Regulatory requirements differ significantly not only between regions, but also between individual countries and jurisdictions. In the Americas in particular, regulation can be highly fragmented, with different technical standards, certification processes and market requirements from one jurisdiction to another.

Novomatic operates exclusively in regulated gaming markets worldwide, so adapting to different regulatory frameworks is an integral part of our business. Our global experience, combined with strong local expertise, enables us to efficiently address market-specific requirements and ensure that our products meet the respective regulatory standards.