Balancing Regulation with the Ability to Innovate

Interview with Paisley Jones – Novomatic Gaming UK

1. Product Development & Shows

Q: Looking ahead to the Autumn Coin-Op Show (ACOS) and EAG 2026, what can visitors expect to see from Novomatic Gaming UK in terms of new product launches or developments in your existing portfolio?

At ACOS 2025 and EAG 2026 visitors can expect a fully inclusive line-up that demonstrates our commitment to innovation across every segment of the market. This includes the latest NOVO Cash X10 cash management kiosk, new Magic Games Premium HD™ compendiums, new B3 NovoLine™ titles as well as our state-of-the-art cabinet ranges designed to deliver maximum impact in both AGCs and Bingo Halls. We’ll also be showcasing our B1 NovoLine™ casino content and cabinets during EAG as part of the new London Casino and Gaming Show section, along with our Novo Unity™ range powered by the NovoLive™ Studio. During ACOS especially, we will be shining a spotlight on our exciting new game titles such as Bigger Bass Bonanza, launching on October 29th, alongside fresh content for our NovoLine™ and Magic Games Premium HD™ game compendiums. Each development reflects our focus on combining proven player appeal with cutting-edge technology, as is synonymous with the NOVOMATIC brand.

Q: Are there particular trends in player demand or technology that are shaping your current pipeline?

Yes, we’re seeing strong demand for more in-depth game mechanics and features that deliver more than just wins, players are looking for an engaging journey with thematic flair. At the same time, operators are increasingly focused on efficiency and sustainability, which is driving growth in solutions like cash management kiosks; we are particularly excited to be unveiling the NOVO Cash X10 at ACOS, as it is packed with new features, updated software and solutions to streamline the cash handling on the gaming floor. Our game release pipeline for the rest of 2025 and early 2026 reflect our commitment to delivering richer content for players while supporting operators with smarter technology.

Q: How are you tailoring your products for the specific needs of the UK market compared to other regions?

The UK market has unique characteristics, whether that be AGC’s, Bingo Halls or Casino floors, where player demographics and venue environments differ from international settings. We’re tailoring our content to reflect UK player preferences, with strong emphasis on Cat C and B3 game development, alongside feature-rich casino themes and titles. At the same time, our cabinets and signage are designed with smaller venue footprints in mind, which is paramount in the UK, ensuring premium design and performance that operators have come to love, all without compromising on space efficiency. A prime example is our NovoLive™ Studio, which we’ll be showcasing at the London Casino and Gaming Show. This future-focused system delivers Roulette, Baccarat, and Blackjack 24/7, 364 days a year, led by highly experienced dealers. It replicates the excitement and authenticity of live table games, but without the pressure or larger footprint on the gaming floor. It is ideal for players who are unfamiliar with the games and want to learn at their own pace, as well as for operators looking to expand their live dealer offering in a flexible, space-efficient way.

2. Support for ACOS – 10th Anniversary

Q: This year marks the 10th anniversary of ACOS. Novomatic Gaming UK has been a long-standing supporter – can you share why this show is important to your calendar?

ACOS has become a cornerstone of the UK tradeshow calendar, it closes out the year perfectly and provides us all with a relaxed environment to network with our industry friends and colleagues. Its timing ahead of the festive season makes it the perfect platform to tease new products and games, while its scale allows for meaningful conversations with operators. Having supported the show for the last 6 years since the inception of NGUK, we’ve seen firsthand how it has evolved into an essential event for the industry and we’re proud to be a part of that journey.

Q: You’re also sponsoring the party on the first night – why was it important to Novomatic to get behind this celebration, and what do you hope it brings to the industry?

The 10th anniversary is a huge milestone worth celebrating and sponsoring the opening night party is our way of giving back to an industry that thrives on connection and collaboration. We hope the event provides a relaxed and fun setting for operators, suppliers and stakeholders to come together, exchange ideas and celebrate the progress we’ve made as a sector. For us, it’s about reinforcing community and showing our continued support for ACOS and the wider gaming industry.

3. Social Responsibility & Corporate Citizenship

Q: At ARE, you took part in a seminar session on social responsibility. Can you give us an update on Novomatic Gaming UK’s current priorities and initiatives in this space?

Social responsibility remains central to our business strategy, our current priorities include enhancing player protection tools, investing in staff training and supporting operators in implementing best practices. We are also committed to ongoing conversations with regulators and industry bodies across all areas of the business to ensure we’re aligned with both current expectations and emerging standards, as well as supporting our local community with sponsorship opportunities, fundraising and raising awareness of the causes that matter most within our area.

Q: How are you supporting your customers and the wider industry in meeting rising expectations around player protection, compliance, and sustainability?

These are the foundational principles on which NOVOMATIC operate throughout the Group, we’re continuously working with operators to ensure compliance through efficient and secure product design, clear safer gambling messaging and integrated responsible gaming features such as time and spend limits, and as always, being advocates of Safer Gambling Week each year. Beyond compliance, as a group we’re also focusing on sustainability, from energy-efficient cabinet manufacture to improved cash handling solutions that reduce waste and streamline operations on the gaming floor for operators.

4. The Broader UK Landscape

Q: The UK gaming and amusements sector is operating in uncertain times, with new legislation and regulatory reform on the horizon. From Novomatic Gaming UK’s perspective, what are the biggest opportunities and challenges in this environment?

The biggest challenge is balancing regulation with the ability to innovate. As an industry, we are already highly regulated and it’s important that regulatory reform supports sustainable growth rather than stifles it. That said, new frameworks also present opportunities, particularly in creating greater player and operator confidence and reinforcing the industry’s commitment to responsibility.

Q: How do you see Novomatic’s role in helping operators navigate change and continue investing in their businesses?

Our role is to be a partner, not just a supplier. Our 360° approach to customer service at NGUK, means that we are providing products that are compliant, future-forward and strong. It also means offering insight and support to help operators get the most out of their NOVOMATIC products, adapt to changing regulation all while continuing to invest with confidence in a leading supplier of gaming equipment. By combining our global expertise with a local focus here in the UK, we aim to give our customers the tools they need to thrive in a dynamic gaming landscape.

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25 September 2025

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