What were the expectations and goals for this ICE edition?

All of us at Habanero were thrilled to be returning to ICE London this year, especially now that it is back in full swing. While 2022 was good, there is a totally different atmosphere this year. You can feel the buzz back again this time round, and we’re delighted to be able to attend as it is the biggest event in the industry.

As always, our main goal is to showcase Habanero and effectively display every angle of the work we do, from our games to our brand, as well as our ethos. As it is the largest industry event, it gives us the opportunity to meet clients and partners who may not be in attendance at the others. There really is no place like it, there is no industry without ICE!

What novelties did you present?

We had an array of new releases on display at our stand. This year, we’re focusing on creating memorable vibrant new games, one which encapsulates this that we showcased is Rainbow Mania. This is an Irish-themed slot being released on St. Patrick’s Day, which is enhanced by the mechanics such as the Pot of Golds feature that expands reels and gives big wins.

We also wanted to highlight our ability to produce timeless classics such as our fruit slots, as well as new innovative hits. What makes our fruit slots that much better is our signature touch and implementation of fine-tuned game mathematics. Out of the fruit theme, we’ve released some brilliant titles in the past couple of years; Mystic Fortune Deluxe and Taiko Beats are good examples, although they vary in terms of theme and gameplay, they both feature the foundations that have made us a popular games supplier. They also taught us that games which bring something unique to the table can work anywhere.

How was the visitors feedback like?

It’s been an overwhelmingly positive response this year from spectators. One thing that always stands out is Habanero’s ability to understand and speak to player psychology and cater to their interests. At the same time, we’ve been able to create fantastic and immersive stories which never fail to impress from a graphics point of view. What always captures spectators is the experience our games provide; you get the full package. When I first came across Habanero games it was the first thing that stood out to me and it's something we’ve mastered and excelled in going forward.

Aside from the graphics and the sound, the mathematics is also noteworthy, it shows the power of our smart technologies that deliver fantastic results.

In which markets is your company currently present?

With Italy being the second biggest online market in Europe, we initially selected it as the country that would help Habanero conquer Europe. Insight into the market showed us that retail dominated and there were large demographics which hadn’t been penetrated yet by online providers. Therefore, it seemed a natural home as it was an area of massive potential. We are currently live with over 25 operators in the market and are one of Italy’s favourite providers!

The two American continents will be a key area of growth looking towards our roadmap for the future. Habanero is currently live with a number of operators in LatAm but with more markets and different states becoming regulated every month, it provides an opportunity for rapid expansion and is definitely something we will focus on in the coming years.

How do you see the European market at the moment?

While we can’t say the name just yet – we’re about to announce a massive new European tier-one partner, which gives us massive leverage across the entire continent. We’re incredibly excited about this deal and see it as a testament to everything we have accomplished in the last few years, and it is amazing to be partnered with such an entity.  

Looking at the market, I’m noticing two key trends right now, these are in consolidation and regulation. We’ll continue to see these areas grow and as an agile supplier, it’s important we stay ahead of the curve and navigate developments successfully. 

From a strategic perspective, consolidation offers excellent opportunities for operators and studios. 

When signing deals with operators that consolidate during the 1-2 years it takes to close a deal, this can suddenly open doors to new opportunities that you didn’t even know were there at the start of the process! 

Meanwhile, regulation offers more opportunities; it’s always a challenge worth dealing with. In order to stay on top, you have to stay agile. I feel that an equilibrium will be found in the year ahead with the European market balancing itself out. 

What is your opinion regarding the change of location of ICE expo for 2025 and in which of the 4 cities (Madrid, Barcelona, Paris and London) would you like this show to be held?

Good question – it’s certainly a subject that plenty are paying attention to. Of course, Brexit has no doubt played its part – especially when it comes to the land-based side of our industry who are visiting from Europe and have to incur significant taxes on brining in demo machinery and the like. However, ICE holds a special place in everyone’s hearts, and I believe the London location is part of that, as ICE is THE London-based event of the year. 

For me, I’d certainly like London to continue as the location, given it’s almost a tradition now for our industry – but I have no doubt that we’ll be pulling out all the stops to bring the wonderful world of Habanero to any location that Clarion chooses! 

Can you tell us the goals and plans for this year and in which countries would you like to expand or grow?

Staying on Europe, Germany and the Netherlands are likely to be key, they’ll need to get regulation right and although there have been some teething issues, I think they’ll be markets to be reckoned with – you only have to look at their demographics and purchasing power to see the potential they hold. 

Italy will always offer plenty of promise, traditionally it’s been Europe’s second biggest market and there’s a lot of untapped potential when it comes to retail. Keep your eyes peeled, as some of the largest operators in Italy have some very exciting plans in the works. 

We will also be entering two key European markets in the next few months. This will keep our momentum going and will provide plenty of excitement and new opportunities. Stay tuned! Also, without giving too much away there will be new games, new contexts and new mathematical models. Do keep your eyes peeled as we think you’ll be very impressed with some of the announcements we have in our armoury!

Which other trade shows are you going to participate this year?

With the return of trade shows back at full capacity again, we plan on attending as many as we can this year. We’ve really been working on our sales department and our ambition is to be able to attend them all, the big, small and everything in between. The next one is the Casino Beats Summit and SiGMA  Malta in November will be big for us too, but we will also be covering all the regional shows, we want to penetrate all the territories we operate in. Trade shows provide a fantastic opportunity to understand the local culture, what the expectations are, and what our clients and prospects actually value in a partner.