“It was clear that our company had once again provided the global gaming industry with a fascinating range of new products and solutions,” said Max Lindenberg, Novomatic’s Director of Marketing, in an interview with He spoke about his company’s experiences at ICE Totally Gaming, new products they presented and the feedback Novomatic received from visitors.

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Was this year’s ICE totally Gaming show successful for your company?

Novomatic set the standard at ICE Totally Gaming, with a huge array of innovative products and solutions including more than 50 new game themes plus new cabinets, new jackpots and major technical solutions. In so doing, our company recorded a hugely successful show presentation.

Novomatic was the show’s largest exhibitor with a massive 4,500 sqm of booth space. Was such  huge space necessary?

That huge space was, of course, necessary, as we brought a total of 13 NOVOMATIC subsidiary companies to London. The Astra Gaming Group (Astra Games, Bell-Fruit Games, Empire Games, Gamestec and Mazooma Interactive Games) welcomed visitors at the entrance, then Admiral Sportwetten, JVH exploitatie, Eurocoin gaming, Octavian and Novomatic Gaming Spain stood shoulder to shoulder alongside a dedicated Online gaming area that featured Greentube, iGaming2Go and the latest member of the Novomatic family, Betware with its online lottery solutions. The main booth section featured the full range of gaming innovations from Austrian Gaming Industries GmbH (AGI), including an extended Roulette area, new cabinet presentations as well as jackpots, games and casino management and cash handling systems. One particularly exciting display was the first ‘live’ showing of NBS, the Novomatic Biometric Systems™ which facilitates a modern approach to contemporary demands in and beyond the gaming industry. At ICE, the NOVOMATIC Biometric Systems™ consisted of a modified fingerprint scanner, a local server and, in order to link multiple sites, a central server. Significantly, all existing NOVOMATIC products are already ‘NBS ready’, meaning that they can be easily and quickly upgraded and networked. What was science fiction just a few years ago will be seen as ‘science now’ during ICE.

What can you tell us about new cabinets you exhibited during the show?

To prove that it is possible to succeed beyond success we presented the NOVOSTAR® V.I.P. The latest evolution of the world-beating NOVOSTAR® slant top cabinet is now designed into the V.I.P. configuration to bring the biggest slot gaming attraction onto the gaming floor. Retaining the unique ‘flip screen’ feature of the original NOVOSTAR®, this V.I.P. cabinet is further upgraded by a giant 46” upper screen positioned at the perfect ergonomic distance for supreme game play. The featured Crown V.I.P. chair with integrated sound system completes the thrilling gaming experience of this unique cabinet innovation. On the basis of customer reactions at ICE, the NOVOSTAR® V.I.P. is now ready to take on the mantle of its predecessor and become a global ‘must have’ addition to any gaming operation.

Did you present any new games?

Games were right at the forefront of the Novomatic ICE presentation. We presented new additions to the NOVO LINE™ and Coolfire™ II game compendium ranges, the completely new Superia Games™ game mixes as well as a plethora of individual game titles. More than 50 new games titles (a new record for Novomatic) were presented at the London show either as single games or in sophisticated multi-game mixes. Among them were dedicated ‘Themed Slots’ that are an ideal fit to create themed jackpot banks with the Marilyn Jackpot, the Elvis-themed Real King Jackpot or brand new the Ancient Egypt-style KINGDOM OF RA™ Jackpot. Also the new hybrid jackpot JEWELS FACTORY™ celebrated its premiere in London – pioneering the first time ever combination of a Community Jackpot and Mystery Jackpot …all in one product.

How did ICE visitors respond to your tailor-made solutions?

It was clear that our company had once again provided the global gaming industry with a fascinating range of new products and solutions. Those novelties served to attract, interest and inspire the literally thousands of ICE visitors that descended on the Novomatic booth during the whole three days of the world’s greatest gaming expo.