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Company Focus: Greentube





Gambling Insider takes a deep dive into the key moments that marked yet another momentous year for Greentube in its latest In Focus feature.

North America top of the agenda for Greentube as expansion continues

The last twelve months have been transformative for Greentube, the NOVOMATIC Digital Gaming and Entertainment division. The Austrian gaming superpower has made great gains in key regulated markets as it continues to deliver its hugely popular gaming portfolio to players worldwide.

North America has proven to be a major focal point for the company. In just a few short months, Greentube has made its presence felt in the United States having secured licenses to offer its content in Pennsylvania, Connecticut, New Jersey and Michigan. These follow on from a host of successful Canadian launches in Ontario, British Columbia, Manitoba and Quebec.

Consequently, Greentube's US market entries have seen them strike deals with a number of tier-one operators, including the likes of Rush Street Interactive and Entain Gaming Group, both major players in the North American landscape.

Here, rather than focus on its blue-chip portfolio of NOVOMATIC titles, Greentube has chosen to introduce content with mechanics that are proven popular in the local markets such as Jackpot and Hold N Spin games that feature in the Diamond Cash™ series.

Games such as Lonestar Jackpots, High Seas Jackpots and Diamond Cash™ Mighty Elephant are all extremely strong performers in multiple states and provinces across in North America.

Creating localised content for audiences across the Americas

The company's rapid growth in the region was bolstered by Greentube's ability to improve its developmental capabilities upon acquiring US-based studio Present Creative, now known as Greentube US.

The studio, which already boasted a proven track record in creating content for the iGaming and iLottery sectors, has already created a number of successful real-money games approved by the Washington DC Lottery, allowing Greentube to leverage the team's vast industry knowledge.

Greentube further expanded its ability to offer unique localised content to its US audience by acquiring a 40% stake in Flamingocatz, a games developer established in 2022 to bring disruptive slot titles to the Americas through innovative mathematics, unique design and a clear mission to entertain.

Looking South of the border, Greentube has also continued to build on its reputation in Latin America, having gained strong traction in Colombia and Peru. This success stems from the fact that their highly coveted portfolio of games is a huge hit with players in land-based casinos across the region. Unsurprisingly, Brazil features as a major target for the company in the coming months.

Consolidating in European markets

Naturally, progression in key European markets have also remained a cornerstone of Greentube's strategic goals over the last twelve months. In order to achieve this, the company has continued to build upon its award-winning portfolio of legacy titles which have helped propel them over the years. One of the biggest European iGaming releases this year has been Book of Ra™ deluxe: Win Ways™. This game has seen Greentube enhance one of its most iconic titles, Book of Ra™ deluxe, by significantly boosting the number of ways to win to 117,649.

Elsewhere, the company bolstered its Diamond Link™ series, largely considered the shining jewel of its online casino portfolio, with the release of Diamond Link™: Mighty Buffalo. The introduction of Diamond Tales™: The Little Mermaid and Diamond Tales™: The Ugly Duckling, has also helped Greentube continue to hold its own as one of the most revered game providers in the business.

The acquisition of Admiral Sport in Italy further cemented Greentube's European dominance with the company rebranding both the online portion of the business and 100+ retail sports betting locations, reinforcing its commitment to satisfying players' demands across retail and digital channels.
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