New horizons for Greentube

Reg Das, Director Ejecutivo de Greentube Netherlands. iniciado el proceso de certificación en Michigan y Pensilvania. La empresa continuará con las inversiones en mercados donde ya se encuentre activa e intentará continuar creciendo mediante la observación y desarrollo de otros mercados. Greentube cree que la solidez en materia de contenido del juego y la experiencia en el marketing de conversión cruzada serán la base del éxito en el mercado estadounidense y más allá. Quedan pocos meses para el final de 2021, y Greentube puede rememorar un año en el cual la compañía ingresó a numerosos mercados nuevos en todo el mundo y expandió su presencia en otros. Michael Bauer resume: “Tenemos un futuro brillante que nos verá expandir aún más el alcance de nuestro contenido mientras Greentube se prepara para conquistar el mundo”.

It has been an exciting year for Greentube so far and with several market debuts on the horizon, the last months of 2021 are set to bring even more thrilling opportunities. Following a successful launch in the long-awaited German market in July, eyes are now sharply focused on two other promising territories – the Netherlands and the US.

Entering the Netherlands

The long-running regulatory process in the Netherlands is coming to an end as the online market is set to open on 1st October. Greentube are wellprepared and in an excellent position to make their debut in the Dutch market for several reasons. NOVOMATIC is the leading supplier of slot machines in the Dutch land-based market, so local players are already familiar with the content that is about to launch, giving Greentube a great advantage as the games will immediately resonate with the online audience. This includes NOVOMATIC’s blue-chip titles, which have a loyal following in the land-based sector.

In addition, NOVOMATIC Netherlands’ acquisition of three leading local game development

studios – Eurocoin Gaming, JVH Gaming Products and Elam – will enable Greentube to bring online versions of so-called ‘classic slots’ that are extremely popular and have proven longevity in the country. Michael Bauer, CFO/CGO at Greentube says: “In fact, locally relevant games are very important in the Dutch market, even more so than in other jurisdictions, as this segment makes up 30% of the overall slots turnover. Together with the Dutch studios, we will be able to provide this type of best-selling content from the get-go.”

As with any new market entry, player data on how they interact with the games will be analysed once the offer goes live and will be used to further tailor and improve content to ensure it appeals to the local audience and that trends and player preferences are adhered to.

The Netherlands is widely viewed as a market of great potential for the online gaming industry and many operators and suppliers will be exploring the opportunities it offers. Greentube moved quickly to ensure the content was fully ready to operators before the market opened. The teams have already had many interesting discussions with prospective licensees, and are excited to see what the future holds.

While it represents an important market for Greentube, the Netherlands is one of several new jurisdictions that form a core element within the company’s growth strategy.

The US gold rush

The major opportunity this year, that cannot be ignored is the US market. Since the US Supreme Court struck down PASPA in 2018, over 20 states have regulated online sports betting and gaming and the potential is unprecedented. Greentube had no doubt about joining the gold rush and after more than two years of planning, they are thrilled to have partnered with leading operator Golden Nugget Online Gaming in New Jersey to make their long-awaited debut in the US. The deal is a milestone achievement for Greentube as the company looks to use its significant European experience to work with operators in the growing number of regulated states.

There are many differences between the US market and European markets that must be considered. Michael Bauer, CFO/CGO at Greentube says: “First of all in the US, large resort casinos play a much bigger role than in Europe where the retail market is much more important. Regulation in the European retail market has always been restrictive on how slots can be designed. Different markets have therefore led to very different type of machines. One of the largest strengths of Greentube has always been to offer a very localised portfolio of games taking into account the local preferences. Therefore, our approach to the US is similar: first we have identified – also via our social casino channels – which themes and mechanics are popular in the market. Then we started expanding our game portfolio into these areas where we still found gaps compared to our European markets.

He adds: “We have produced a comprehensive portfolio of content specifically tailored to US player demographics. The DIAMOND CASH™ series is a good example of this. With its multiple, linked progressive jackpots and its feature rich production quality, it is already showing promising KPIs in our US social gaming space. We are also producing a range of online stepper games for the US market, with the first being Wild Lines: American Eagle. This is one of the first stepper games produced by Greentube and features an exciting American theme and a great level of volatility. We are confident that these localised games will be big hits with players.”

Despite some challenges in being a newcomer in the US, Greentube also hugely benefits from a long land-based history in European markets in a number of ways. Firstly, they know all about the advantages of cross-conversion between various product channels such as land-based, online and mobile gaming. When you enhance land-based

One of the largest strengths of Greentube has always been to offer a very localised portfolio of games taking into account the local preferences.

Michael Bauer, CFO/CGO at Greentube

content and produce a state-of-the-art online gaming experience, it ensures that players coming from US casinos feel that they are playing their favourite game on their computer or mobile. The land-based experience also helps to have a better understanding of the needs of those operators in the US market that are joining the online world for the first time. This enables Greentube to guide their business partners towards offering an outstanding, sustainable gaming experience for their players.

Following on from the market entry in New Jersey together with Golden Nugget, Greentube are now looking at the next US states to enter and they have already started the certification process in Michigan and Pennsylvania. Further investment into existing markets and clients will continue and at the same time, monitoring and entering additional global markets and further business deals will ensure sustainable growth for the company. Greentube believe that the strength of the game content and the experience in cross-conversion marketing will build the foundation of success in the US market and beyond.

With only a few months left of 2021, Greentube can look back at a year that has seen the company enter numerous new regulated territories across the globe while further strengthening its presence in others. Michael Bauer, CFO/CGO at Greentube says: “We look ahead to a bright future that will see us further expand the reach of our content as Greentube prepares to take on the world.”

El equipo de Greentube celebrando el ingreso a los mercados de los Países Bajos y EE. UU.