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Largest gaming trade show was a galactic success for NOVOMATIC
This year’s ICE, Europe’s largest gaming trade show, which took place from 6th to 8th February at ExCeL London, was a complete success for NOVOMATIC: With innovative products, state-of-the-art technologies and impressive new products on the largest stand at the ICE, NOVOMATIC set new standards in the gaming industry and received enthusiastic reactions from visitors and technology enthusiasts alike.
Modern gaming solutions for different industries and markets inspired both operators and visitors. The 360° portfolio presented included land-based casino products, AWP gaming machines, casino management systems including biometric access and player tracking technologies, secure cash handling kiosks as well as sports betting products and online gaming solutions that meet the highest standards of technology and quality. In addition, NOVOMATIC’s subsidiaries and technology partners such as Ainsworth Gaming Technology, APEX, FAZI, Greentube and LÖWEN ENTERTAINMENT presented their current product portfolios. The wide range of AWP products was presented by NOVOMATIC Netherlands, while NOVOMATIC Gaming UK showed a country-specific portfolio for their segments, including their groundbreaking NovoLive™ Studio.
Spotlight on the Very Important Player X-Perience
The newly launched V.I.P. X series from NOVOMATIC was the centerpiece of the elegant trade show stand in Black & Gold design. This sophisticated product line is aimed at discerning gaming guests and casino operators who want to offer their visitors a high-quality gaming experience. The impressive V.I.P. X Royal™ 1.85, the V.I.P. X Dream™ 3.43 and the V.I.P. X Lounge™ 2.32 offer exceptional luxury with exquisite V.I.P. comfort, extra high and wide gaming screens and a first-class sound system with comfortable seating.
NOVOMATIC also made a real statement for galactic gameplay at this year’s ICE: the world premiere of the exclusive V.I.P. Galaxy™ 2.65 took the gaming experience to a new level of immersion. This ultimate luxury lounge chair features two 65″ gaming screens and adjustable luxurious seating comfort.
“Our V.I.P. X Galaxy™ 2.65 luxury cabinet has to be experienced – it stands for the combination of high-end comfort and futuristic design. Functionality meets modern gameplay and transports every gamer to new gaming galaxies,” explains Thomas Schmalzer, Vice President Global Sales and Product Management NOVOMATIC AG enthusiastically.
Gaming highlights took visitors into new spheres
At the centre of the NOVOMATIC stand, the new V.I.P. X Royal™ 1.85 cabinet showcased an innovative product that has already become legendary: the four games of the GODS & LEGENDS™ link. Divine characters transported players to the mythical worlds of Ancient Greece, Egypt, Asia and the Scandinavian Viking Age. The mythically-authentic characters in the live photo corner at the NOVOMATIC stand proved to be an absolute crowd puller. The powerful Viking from Hammer Power™ by GODS & LEGENDS™ Link and Athena Goddess of War™, for Greentube’s iGaming segment, posed for legendary photos with the visitors.
Another gaming highlight at ICE was Secrets of Wealth™, Magic Cleopatra™ and Roll on Fire™, the new Linked Progressive trio from CASH FLOOD™ Link. The new multi-game mixes also offered a very special gaming experience – Impera Line HD™ Edition 9 in a new design with additional features and the brand new Superia Games™ Premium 3 mix.
The innovative Superia GOLDEN LINK™ Volume 2 rounded off the presented portfolio and guaranteed an inspiring gaming experience with five new titles and just as many all-time classics. The powerful jackpot XTENSION LINK™ returned as Volume 2 with five new titles and thrilled with NOVOMATIC classics such as Golden Book of Ra™ and Golden Charming Lady™ in their own XL version. The current IMPERA LINK™ Series 2 offers a unique variety of games with a total of 41 games in each category.
NOVOMATIC classics as well as new titles were included in the NOVOLINE™ Interactive Edition X4: From the underwater worlds of Lord of the Ocean™ and Dolphin’s Pearl™ deluxe to the hidden treasures of Book of Ra™ – Temple of Gold™ – this mix of games offered the perfect gaming experience for every guest.
The innovation highlight in the sports betting sector, the NOVOMATIC ActionBook™ Edge 1.43J, heralded the future of sports betting kiosks: more action, more bets, more options, an impressive screen and an attractive design that blends effortlessly into any environment. The “Beat the Champ” challenge was also sporty, with up to 8 people simultaneously competing against Chris Marks, the world table soccer champion. Thousands of visitors jumped at the chance to win – nothing ventured, nothing gained.
Other product innovations on display in the dedicated ETG area included the LOTUS Roulette™ Genius and LOTUS Roulette™ PRO as well as the new high-speed multi-roulette wheel for the Novo Unity™ platform.
Revolutionary on the booth was NOVOMATIC’s own casino management system: NOVOVISION™ once again presented visionary solutions for the casino requirements of the future based on state-of-the-art technologies that cover all areas of modern casino operations and enable operators to make informed data-based decisions for their business.
The iGaming offering from Greentube, the digital gaming and entertainment division of NOVOMATIC, complemented the land-based portfolio in its own stand area with a constantly growing range of iGaming content, including both NOVOMATIC classics and its own products and developments.
Ryszard Presch, Member of the Executive Board of NOVOMATIC AG, said: “The impressive demand at the trade show underlines the effectiveness of our development strategy in the areas of hardware, content and international gaming solutions. As an important meeting point for the industry, the trade show is also a valuable platform for exchange. We would like to thank all our employees for their commitment and dedication.“
Thomas Schmalzer, VP Global Sales and VP Product Management NOVOMATIC AG, adds: “We look forward to establishing the new products on the international markets in the coming months and continuing to present groundbreaking technologies. We proudly look back on highly successful decades at ICE in London and look forward to continuing this success story in Barcelona. Last but not least, we would like to thank our customers and partners for the very positive feedback and good cooperation.
Former Pragmatic Play chief commercial officer brings 20 years of iGaming experience to the role.
BetConstruct AI has appointed Lena Yasir as its new chief executive officer, the company said.
Yasir has 20 years of iGaming experience, with a background in B2B commercial strategy, international expansion, and building teams across regulated and emerging markets.
Before joining BetConstruct AI, Yasir held senior leadership roles at Play’n GO, Evolution, and OnGame Network. Most recently, she served as chief commercial officer at Pragmatic Play, where the company said she played a central role in its global B2B growth.
In a statement, Yasir said: “BetConstruct AI is a highly respected and successful company in the global iGaming industry, and I am proud to be joining the business at such an exciting time.”
BetConstruct AI said Yasir will focus on accelerating global revenue, driving innovation, and strengthening partnerships across the iGaming ecosystem.
The post BetConstruct AI names Lena Yasir CEO appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Firm points to more LATAM teams, heavier digital viewing and second-screen habits as key drivers for new campaign strategies.
Sports marketing in Latin America will face a different playbook during the FIFA World Cup 2026, according to a new analysis from Latam Intersect. The firm says the expanded tournament format, combined with prime-time scheduling for the region and more digital consumption, will change how brands plan media, content and real-time engagement.
The 2026 edition will feature 48 national teams, 104 matches and three host countries. FIFA projects more than 6 billion people will follow the tournament in some way, Latam Intersect said. For Latin America, the firm highlights the added weight of having 10 regional teams qualified, alongside the region’s historical performance in the competition.
Latam Intersect argues that the LATAM fan base is now younger and more active online, with a predominant age range of 22 to 33 and strong Gen Z and millennial presence. The company cites data indicating 41% of fans already watch matches via digital platforms and 51% use social media while watching on TV, turning each match into a continuous “second-screen” engagement window.
“In 2026, the fan is already in the middle of a conversation that never stops. Brands that show up with a prepared post after the match are already too late,”, said Livia Gammardella, Head of Marketing and Digital de Latam Intersect.
The firm also breaks the audience into three archetypes—casual fan, devoted fan and “fanático”—and says brands often underperform by treating the World Cup audience as one segment. It adds that women fans and fans arriving through pop culture, memes and music are growing audiences that global campaigns frequently miss.
A major difference versus the 2018 and 2022 tournaments is match timing for the region, with most games expected to land in prime time for Latin America, the company said. “A World Cup in prime time was exactly what retail needed. People will not watch the matches alone: they will gather with family, order food, buy products. The brand that uses cultural intelligence to understand the localized rituals of its fan will build far more connection than it could expect”, said Claudia Daré, socia y cofundadora de Latam Intersect.
The company said it has published a related eBook on platform behaviors across Instagram, TikTok and X, alongside market-specific audience data and planning framework
The post Latam Intersect flags prime-time World Cup 2026 as a reset for LATAM sports marketing appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Claudia Daré partner and co-founder of Latam Intersect.
Sports marketing will change in Latin America during the 2026 World Cup
The biggest tournament in history arrives with an unprecedented strategic window for brands: prime-time matches, more Latin American national teams, and an audience that is radically more digital and diverse.
The 2026 World Cup is not just the most ambitious edition in the tournament’s history. For Latin America, it represents a convergence of factors never seen in any previous edition: ten national teams from the region qualified, matches will air in prime time, and an audience that experiences football in ways that would have been unimaginable a decade ago.
With 48 national teams, 104 matches, and three host countries, FIFA projects that more than 6 billion people will follow the tournament in some way. For Latin America, whose national teams have won the World Cup 10 times, the competition arrives with a particularly strong emotional weight.
An audience that no longer watches football in silence
The profile of the Latin American fan has changed profoundly. The dominant age bracket today is between 22 and 33 years old, with a strong presence of Gen Z and millennials. This segment does not just consume the sport; it comments on it in real time, amplifies opinions on social media, and lives every match with a phone in hand.
The data is striking: 41% of fans already watch matches through digital platforms, and 51% use social media simultaneously while watching on television. This turns every match into a 90-minute window of continuous engagement, an opportunity that traditional communication strategies, designed for a passive consumer, are simply not built to capture.
“In 2026, the fan is already in the middle of a conversation that never stops. Brands that show up with a prepared post after the match are already too late,” says Livia Gammardella, Head of Marketing and Digital at Latam Intersect.
Three profiles, three different conversations
Not all fans are the same, and treating them as if they were is one of the most common mistakes in communication strategies for major sporting events. Audience analysis identifies three clearly different archetypes: the casual fan, who gets caught up in the spirit during important matches but disconnects if their team is eliminated; the devoted fan, loyal to their team and routines, who sees any brand opportunism as disrespect; and the fanatic, for whom football is identity and belonging, and who grants loyalty only to those who demonstrate a genuine connection to the sport.
To these three segments are added fast-growing audiences that global campaigns often ignore: women fans, whose digital engagement continues to grow steadily, and supporters who come to football through pop culture, memes, and music.
Prime time as a strategic window
One of the most significant differences from the last two World Cups is the broadcast schedule. In 2018 and 2022, the time zones of Russia and Qatar pushed matches into Latin American mornings or afternoons. In 2026, most matches will fall in prime time across the region, opening an opportunity that practically did not exist in recent editions.
“A World Cup in prime time was exactly what retail needed. People will not watch the matches alone: they will gather with family, order food, buy products. The brand that uses cultural intelligence to understand the localized rituals of its fan will build far more connection than it could expect,” says Claudia Daré, partner and co-founder of Latam Intersect.
The Latin American fan of 2026 is younger, more digital, and more diverse than in any previous edition. Digital platforms have shifted from being support channels to becoming the main stage. And while the conversation is global in scale, it is always local in content.
The tournament will unfold simultaneously on two screens. Instagram works as a visual archive and positioning channel. TikTok is where trends are born, rewarding native creativity over expensive production. X is the public square for minute-by-minute conversation, with relevance windows that close in a matter of seconds. And physical spaces, bars, fan fests, family gatherings, regain prominence that the schedules of the last two editions had reduced considerably.
Treating them as a single distribution channel is, according to specialists, the fastest way for a brand to go unnoticed.
The 2026 World Cup arrives with an architecture unlike any previous edition: more countries, more matches, more screens, and an audience that does not wait for kickoff to start the conversation. In Latin America, where football functions as a shared language across generations, social classes, and borders, the tournament promises to be a moment of cultural cohesion on a historic scale.
The post Sports marketing will change in Latin America during the 2026 World Cup appeared first on Americas iGaming & Sports Betting News.
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