The investment in Ainsworth gives us a foothold in the US market

  • 6th February 2018 | Gumpoldskirchen, AT
  • NOVOMATICHaving just completed the acquisition of 52% of Ainsworth Game Technology Limited (AGT), NOVOMATIC is set to take ICE attendees on an enchanted journey through the world of gaming. Mike Robinson, International Product PR and Media Manager NOVOMATIC, walk us through the company’s enormous stand, where 25 Group’s subsidiares are showcasing a diverse line-up of products ready to hit the market in 2018.

    Innovate Gaming: What will be the product innovations on display at the NOVOMATIC stand this year?

    Mike RobinsonMike Robinson: There will be a diverse line-up of innovation across a total of 25 group companies with specific products for European and international markets. Highlights on the NOVOMATIC stand this year include the Enchanted Fortunes Linked Jackpot™ with a portfolio of linked progressive titles such as Asian Fortunes™, Book of Ra™ Mystic Fortunes, Goddess Rising™ and Treasure of Tut™.

    Slot releases this year will feature the international and omni-channel launch of From Dusk Till Dawn™, the playful Viking & Dragon™ that includes the Extra Added Wilds™ feature, the 4K version of Great American Wilds™, the spell-binding Voodoo Fortunes™ as well as The Joker Why So Serious? for AWP markets. On the interactive side, Greentube will debut the online slot Crazy Birds™ and StakeLogic is looking forward to the launch of Hardwell – a new slot title based on DJ Hardwell who will be spinning the reels on the stand Wednesday afternoon.

    Visitors to NOVOMATIC Stand S5/S6 will be able to see a wide assortment of product innovations from each group company – and I would recommend taking some time on the stand to understand the complete offering. Other highlights this year include two new cabinets for the German AWP market – Crown Master and Novo Optimus – developed for the TR5 technical requirements. Ainsworth will showcase its full range of hit cabinets, as well as new games, game brands and linked jackpot concepts, and NOVOMATIC UK will present innovative concepts for the local market.

    IG: ICE 2018 is set to be the biggest in terms of attendance. What are your expectations for the show?

    MR: As every year, we have high expectations for the show. With a stand bigger than a football pitch, we use ICE as a platform to showcase a wide range of products ready to hit the market in 2018. Gaming executives over the world travel to London at the start of each year ready to see the latest products and trends in the industry – and at ICE they will get a first-hand insight into the world of NOVOMATIC with new products, technologies, announcements, and a wide range of omni-channel gaming solutions tailored for the various markets.

    IG: What are the main areas of focus for NOVOMATIC in 2018?

    MR: The completion of a 52% shareholding in Ainsworth at the beginning of the year was a major milestone for NOVOMATIC and gives us a foothold in the US market. This is a major part of our international growth strategy in 2018 as we bring new market-focused products to the region. We also look to grow in Asia and Africa this year, as well as continuing our expansion in Europe and Latin America. In each area of the world, we invest heavily in R&D to develop products that suit the individual markets and meet the evolving wants and needs of the player.

    IG: Which trends do you anticipate in the European gaming market this year?

    MR: I think linked progressive jackpots will play to key role in European market development this year, with the latest solutions on show at ICE. We are presenting the Enchanted Fortunes Linked Jackpot™ for the first time in London with a selection of special NOVOMATIC titles as well as new games. In addition, Ainsworth is displaying advanced linked jackpots at the show with the Asian-themed linked progressive Hao Yun Dao and the Mega Choice Treasures™ mystery progressive. I also think a wider variety of slot games with different levels of volatility and time-on-device titles will become more commonplace in Europe. A highlight game for us this year is the licensed title From Dusk Till Dawn™ that is packed full of mini bonuses, as well as a bonus wheel, feature bonuses and a standalone jackpot that can trigger on any spin – keeping engagement levels high.

    IG: What should visitors to ICE 2018 expect from NOVOMATIC this year?

    MR: The wide-ranging product portfolio at ICE 2018 from the NOVOMATIC Group will be demonstrated by our global team and includes the latest casino equipment, systems and cash management solutions, sports betting, AWP and VLT products, video bingo, arcade and pub products, as well as a full offering of online, mobile and social gaming solutions. There will be several major product releases over the three days, and an all-round display of market-leading technology.

    The NOVOMATIC Group is one of the biggest international producers and operators of gaming technologies and employs around 25,000 staff worldwide. Founded by entrepreneur Professor Johann F. Graf in 1980, the Group has locations in 45 countries and exports high-tech electronic gaming equipment and solutions to more than 70 countries. The Group operates more than 260,000 gaming terminals and video lottery terminals (VLTs) in its some 2,100 plus gaming operations as well as via rental concepts.

    Through its numerous international subsidiaries, the NOVOMATIC Group is fully active in all segments of the gaming industry and thus offers a diversified Omni-channel product portfolio to its partners and clients around the world. This product range includes land based gaming products and services, management systems and cash management, online/mobile and social gaming solutions as well as lottery and sports betting solutions together with a range of sophisticated ancillary products and services.


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