Ahead of iGB Live in Amsterdam next week, Greentube CFO Michael Bauer tells CasinoBeats how the Netherlands is an important part of its global strategy and how creating localised and personalised content is maximising its potential there.
CasinoBeats: We are just days away from iGB Live in Amsterdam. What is Greentube’s position in the Netherlands market and how big of a focus do you place on this market?
Michael Bauer: Since the market became regulated, we have constantly increased our market share and revenues from it. Nevertheless, it is a very competitive environment and compared to many other suppliers we did not supply content there pre-regulation. The growth potential for us is therefore still substantial and we are placing strong emphasis on it.
CB: What considerations do you need to make for local players in the Netherlands and how do you tailor your games for Dutch audiences?
MB: We have established a formidable position thanks to our strength in curating classic-themed slots driven by historically successful brands and mechanics from the AWP sector. Additionally, we are refreshing these enduring titles by enhancing graphics and gameplay, opening them up to a bigger audience. Where we have still room to grow is in the more universal video slot market. We need to develop awareness of our brilliant games for that segment as well – something we have achieved already in many other European and US markets.
CB: What are the biggest titles that you are showcasing at iGB Live and what makes games such as Piggy Prizes and Diamond Link so popular?
MB: In addition to the ones mentioned above we are showcasing two games that fit the summer season perfectly: Electric Flamingo and Shrimp on the Barbie. What is especially exciting for us is that we are introducing the first game from our new studio Flamingocatz, Barkin’ Clusters, to the market as well.
The essence of our games’ popularity is quite simple: we combined a very strong mechanic with engaging gameplay and great graphics. That sounds simple but building such successful games is generally the result of a comprehensive research and development phase.
CB: Greentube has recently made its debut in the Cluster game category with Barkin’ Clusters. Tell us about why the Cluster category is of particular interest to you and explain why Barkin’ Clusters is set to be a hit with players?
MB: Flamingocatz is our exciting up-and-coming studio and its debut game Barkin’ Clusters embodies its wider mission – to create unique and individual games that we felt were missing in our portfolio until now.
The cluster category is a mechanic that we haven’t really focused on previously and, of course, we wanted to change that. Moving into this area isn’t without its challenges, particularly in terms of the maths that drive these types of games, but we have a wealth of experience in the Flamingocatz dev team who boast a strong maths background. They are very well equipped to deliver a hit game and we have great confidence in their abilities.
Going forward, we will bring more cluster pay games to the market, from partner studios as well as our own proprietary titles. We are positive that players and operators across the board will love them.
CB: You have recently made a significant move to debut in the South African market via an agreement with SunBet. What makes the South African market so appealing to Greentube and what local considerations must you make there?
MB: South Africa has enjoyed a strong land-based casino and route operations market for years. Our parent group NOVOMATIC has a strong foothold there and we can leverage that reputation.
This market entry marks another milestone for us as it is the first time we will bring our new technology stack Mynt to a regulated market. Operators will get access to additional games that are not available via our existing RGS, along with gamification elements we are developing that will help operators to attract and retain players.
CB: Following iGB Live and the business you do there, what can readers expect from Greentube in the coming months?
MB: Alongside the introduction of new technologies and games we’ve already spoken about, we are of course working on market entries in several other regions such as Pennsylvania in the US LatAm.
During the summer months we will also be preparing for the next event son the industry calendar. We’ll have a stand at the SBC Summit in Lisbon and at G2E in Las Vegas.
We are constantly growing and innovating and a big thanks goes to all our teams that are making this possible and driving us forward.
