FBM: Why localization in gaming goes ‘far beyond’ adapting supplier portfolios

Since you made your North American debut, how has the evolution of the region influenced your product innovation strategies? 

Our global experience has shown us that successful product development starts with understanding the realities of each market. As we expanded our presence in North America, we gained valuable insights into a highly competitive and diverse landscape, where operator expectations and player preferences continue to evolve. 

That experience has reinforced the importance of maintaining a flexible development approach. Rather than applying the same strategy across every region, we adapt our land-based offering based on market feedback, operational needs and player behavior. This allows us to develop products that are not only engaging from an entertainment perspective but also aligned with the commercial objectives of our customers.

What makes Mexico an important market for FBM, especially in shaping your wider regional strategy in North America?

Mexico plays a strategic role in FBM’s regional vision for the Americas. It is a dynamic, well-established gaming market that offers opportunities to strengthen operator relationships, understand evolving player expectations and refine our product development approach.

As a manufacturer of gaming machines and land-based gaming solutions, our experience spans gaming machines, content, electronic bingo and lottery solutions across international markets. 

This global experience, combined with local insights from markets like Mexico, helps us adapt our solutions and strengthen our regional strategy. Rather than applying a single approach across every market, we believe long-term success comes from combining global expertise with local understanding. Mexico continues to play an important role in that process.

What have you learnt about player preferences in the North American land-based sector that have influenced your localization approach? 

One of the most important lessons has been that localization goes far beyond adapting themes or game presentation. Every market has its own player preferences, operational realities and customer expectations, which means product development must always begin with a deep understanding of the environment where those products will operate. 

Throughout our global experience, we have learned that successful localization is achieved by balancing consistency with flexibility. While FBM maintains the same quality standards and development approach across all markets, we adapt our land-based offering to reflect regional preferences and support the specific needs of operators. 

By combining international experience with local market knowledge, we continue delivering solutions that are relevant, competitive and capable of creating value for both operators and players.

Why does G2E represent a pivotal meeting point in FBM’s annual calendar? 

G2E continues to be the most important meeting point for the North American gaming industry, making it a key milestone in FBM’s annual calendar. It provides a unique opportunity to reconnect with longstanding partners, establish new relationships and engage directly with operators from across the region. The quality of those conversations makes the event an essential part of our commercial and strategic planning. 

For FBM, G2E is much more than an opportunity to present new products. It is where we exchange market insights, strengthen partnerships and gain valuable perspectives that continue shaping the evolution of our land-based offering and our regional strategy. 

As one of the industry’s most influential events, G2E also reinforces our long-term commitment to North America. It allows us to showcase our latest developments while continuing to build relationships that support sustainable growth across the region.

Finally, what new developments are planned for Q4 2026?

The final quarter will be an important period for FBM as we continue building on the momentum generated throughout the year. Alongside our participation at G2E, we have additional product launches planned, further strengthening our land-based offering and expanding the entertainment experiences available to customers.

Our roadmap reflects our commitment to expanding and refining our land-based offering, with new game concepts, engaging mechanics and experiences designed to meet the expectations of different markets. Looking ahead, our priority remains clear: to continue investing in product development, strengthening relationships across the Americas and supporting our customers with solutions that contribute to sustainable long-term growth. We believe this balanced approach will continue creating value for operators.