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Greentube Expands Its Reach and Aims to Take On the World
By Shane Addinall Oct 07, 2021 IndustryIn 2021 Greentube, the interactive division of Novomatic, entered a new era of mammoth growth. The company did this by entering the German, Dutch and Canadian markets as well as having its debut in Ukraine and the USA.GreenTube, the interactive division of Novomatic, is making a mark on the global online gambling industry. With its diversified games portfolio, the casino software provider seems dead set to take over the world.
The novel Coronavirus pandemic has left many industries at a loss in the past 18 months. However, Greentube seems to have turned the tide to their advantage by doubling down and collaborating globally. In April 2021, Michael Bauer, CFO/CGO of Greentube said that this will be a ‘new era’ for the igaming supplier.
Founded in 1998 and acquired by Novomatic in 2010, the ‘new era’ launched well before the statement by Bauer. The end of 2020 saw a massive recruitment run in preparation for a hugely successful 2021, filled with new markets and partnerships worldwide. In March, Greentube launched its new logo, and it was clear that this was going to be an exciting year for the software provider.
Ethical and Goal-Driven
Part of Greentube’s directive is to deliver safe and secure casino entertainment and they decided to only target licensed and regulated markets. We could see this as something that would slow down growth, but timing is everything.
A clear expansion strategy to further increase the reach of their products, lead to a decision to build a completely new technology stack from the ground up, which will roll out later this year. This year has proven to be an exciting one, with several ongoing projects, new technology and continued global market expansion with entering re-regulated markets and new ones.
Double-Edged Sword in Germany
The European country solidified its Interstate Treaty of Gambling, and Greentube-owned StarGames went live in July. This sees the Novomatic subsidiary re-entering the highly regulated and restricted German market as an operator, but they are suppliers to other platforms in the country, too.
Thomas Graf, Chief Executive at Greentube, commented on the company being prepared:
“We have our war chest filled up with all the ingredients to conquer the market on all fronts, whether it will be organic or strategic M&A.”
Ready for the list of restrictions posed by the German Gambling Treaty, the supplier rolled out tailor-made versions of its top-performing titles via several online casino platforms. As Greentube moved away from any .com business, its withdrawal from Germany in 2017, was motivated by ambiguous industry regulations.
Now it plans to regain territory and this time as a B2B and B2C in a regulated market. They aim to obtain nationwide German licensing and the team ensures they meet all responsible gambling directives.
Playing Their Dutch Hand
The Netherlands officially opened its online gambling market on 1 October and Greentube’s team is working hard to ensure they gain a foothold in the newly regulated Dutch market. The licensing process for platform providers opened on 1 April 2021 with the country’s Kansspelautoriteit.
Reg Das, managing director of Greentube Netherlands commented:
“We have already had many prospective licensees enquire about our titles because they need to get their systems, including games, tested and certified. This means we also have to move quickly, to make sure that we can provide our games to these operators when the market opens.”
The strategic move of acquiring Eurocoin Interactive, a local Dutch slot developer, in March this year gives the provider and developer an advantage. The long-standing relationship had a natural progression, and the partnership includes content specifically designed for the local market.
Moving to the East
First Casino, a Ukraine licensed and regulated platform, signed a partnership agreement with Greentube in August. The Nubula Games brand presents the debut of Greentube titles in the Eastern European country.
Switzerland’s online gambling industry views the supplier as a leader among its peers and in Norway, as they are one of only three suppliers to Norsk Tipping. Another win for Greentube is the agreement they have with Total Casino, a Totalizator Sportowy igaming brand in Poland.
Merely one month after announcing their presence in Canada, the Novomatic division showed off a content deal signed in partnership with Loto-Quebec.
Seeing Stars and Stripes
With years of experience in the social casino space, moving into US regulated markets was an obvious next move. New Jersey took the title for being first in line as Greentube partnered with Golden Nugget Casino and opened their library to Americans. Michael Bauer, CFO/CGO at Greentube said:
“We see this market entry as a first and very important step into the US market and are preparing ourselves for future launches in Michigan and Pennsylvania as well.”
GT Pro, a mobile social casino platform, is established in land-based casinos throughout the USA. With user knowledge derived from this market, the EU-based games developer believes US-regulated and live states show a very promising growth trajectory.
Courtney Honer, Greentube US Key Account Sales Manager shared about the company’s plans:
“Further investment into existing markets and clients will continue while monitoring and entering new markets and further business deals will ensure sustainable growth. We will also bring our best performing online content onto land-based machines, enabling the operators to provide players with an omnichannel experience on our games.”
With several markets reopening and new territories coming online, Greentube’s focused growth strategy certainly makes them a player to watch. Right now, we suspect that if you blink, you may miss something significant.
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