Street-Smart booth design and a focus on US market: Novomatic focal points at G2E

What innovations have you incorporated this year to enhance the visitor experience at G2E 2024?

Kathleen McLaughlin: This year, we looked at our business successes and focused on enhancing the visitor experience by deeply personalizing our approach and ensuring immersive, interactive engagements that supported and highlighted those segments of our business.  We tried to answer the question: “How do we create a well-branded experiential booth for our customers?” that hits the mark.

One major focus was our Street-Smart booth design, which integrated graffiti street art, street-drawn pathways, and interactive features like street-smart murals, a plush claw machine for our Piggy Prize game, and a street art photo booth. This highly themed setup resonated strongly with customers, making it easy for them to navigate the space while enjoying unique, fun interactions. It helped to foster strong brand experience for our customers that was a bold twist on a more traditional design. We took some design risks, and they paid off.

From a product perspective, we showcased our V.I.P. X™ cabinet series, which blends advanced technology with a player-centric focus. The V.I.P. X Royal™ 1.85, V.I.P. X Dream™ 3.43, V.I.P. Galaxy™ 2.65, and our deep cabinet portfolio combine luxury with superior performance, leaving an impression. NOVOMATIC cabinet design and quality are unparalleled. The way the games were laid out and the ease of navigation allowed our sales team to seamlessly take customers on a trip through the creative possibilities for their casinos across North America. 

We also placed a glaring spotlight on our VGT segment. This dynamic showcase reinforced our commitment to providing leading solutions in performance and player appeal within the VGT segment. We are a strong VGT competitor, and we wanted to make that known. Featuring both NOVOLINE and Magic HD customer favorite themes, the VGT area showed the new game mixes on Diamond X™ 2.32, Black Edition II 3.27 & Black Edition II 1.49J, V.I.P. X Lounge™ 2.32 and the Funmaster 2.27.​ Specifically in Illinois, we featured the Magic HD game mix consisting of the Overlay Magic Play Lock & Spin feature and the new Poker3™ multi-hand video poker mix. Novoline™ games were shown with popular games like Ultra Bost™ and Money Party™ themes. Georgia Skill also showed three new game titles​ in the Magic HD mix and regionally, ​more new titles lined the streets of the Novomatic booth.​

Could you highlight any particular aspect of your stand? What response did you get overall?

Kathleen McLaughlin: The U.S. section of the NOVOMATIC booth made a huge impact on our customers. They are still talking about how they love the new direction. Again, one of the standout features of our exhibit was the Street-Smart zone, which communicated how our products offer quality entertainment, durability, and reliability for highly competitive markets. This theme ran through everything, from the street-drawn paths that guided visitors to the displays, to the immersive, urban-inspired design with graffiti elements that highlighted our tailored approach to each market. It created a strong, branded position for us.

The response was overwhelmingly positive. Visitors were drawn to our combination of high-tech innovations with real-world applications. Our interactive booth experiences, such as the Piggy Prize plush claw machine created the most memorable moments for customers, underscoring NOVOMATIC's edgy, market-savvy aesthetic. Attendees appreciated the balance between luxury gaming experiences and the operational focus of our new products, and new titles particularly on the V.I.P. X™ series.

What innovations are you implementing to adapt to the evolving U.S. market?

Kathleen McLaughlin: We constantly adapt to the evolving U.S. market by focusing on localized content development and delivering outstanding, high-performing solutions. The U.S. market requires products that stand out in terms of aesthetics, performance, and resilience. Our V.I.P. X™ series street-smart portfolio of content is a prime example of combining visual appeal with operational durability, making them ideal for both VGT and commercial casino sectors.

We are also always integrating more data-driven insights to optimize game placements and player engagement, ensuring our products resonate with both operators and players. Additionally, our omni-channel options are bridging the gap between land-based and digital gaming, giving operators more flexibility in offering seamless gaming experiences.

Following your participation at G2E, what key message would you like to convey to potential new customers or partners about your featured products?

Kathleen McLaughlin: Our message is clear: We listen to our customers. NOVOMATIC products deliver long-lasting value and are designed to meet the demands of highly competitive markets. We work with our customers. This year, our "Street-Smart" approach emphasized practicality, resilience, entertainment, and importantly, player-focused themes. Products like the V.I.P. X™ cabinets are not only visually impressive but also built to perform in tough environments, offering a premium entertainment experience at a fair price. We want our partners to know they can rely on NOVOMATIC for entertaining, cutting-edge gaming technology backed by comprehensive support and tailored services that help maximize operational efficiency and revenue per square foot in Casino and VGT segments.

What are your short-term goals, and are there any specific markets you target?

Kathleen McLaughlin: Our short-term goals are focused on expanding our presence in key U.S. markets such as Illinois, Oklahoma, Georgia, Puerto Rico, and Louisiana. These regions demand innovative, street-smart solutions, and our products meet these challenges. We are heavily invested in the VGT segment, continuing to grow relationships by offering customized products and services that align with their operational needs. Our end goal is mutual success for all.

In the commercial casino space, we are rolling out engaging new U.S.-flavored games like Piggy Prizes – Wand of Riches, which feature dynamic LED displays and strong player appeal. We've had tremendous feedback on this from G2E.  Our priority is to grow market share by delivering products that enhance player experience while ensuring the long-term success of our operator partners.

We want to make it easy for customers to say. "Yes", and we always will go the extra mile to demonstrate that commitment. 

This year at G2E, NOVOMATIC Americas combined immersive booth design, new product launches, and a tailored market approach, making a bold statement in the U.S. gaming landscape. We are ready to meet and exceed the demands of operators and players alike with innovative, resilient products designed to excel in any gaming environment.