Ahead of G2E Las Vegas next week, director of global sales Markus Antl provides an overview of Greentube’s North American strategy, as the supplier prepares to expand into Connecticut and Pennsylvania
Greentube is currently four years into its US expansion plans, how would you assess how things have gone so far and has anything in particular stood out?
In general I am very happy with the progress so far. We managed to prepare properly before going live in the US and ensuring we had the right game content for US players when launching with various brands. We first launched in New Jersey in late 2021, followed by Michigan in July 2022, and have been experiencing a constant growth in brand presence and game performance since then.
Having further market entries like Connecticut and Pennsylvania waiting around the corner, we are positive to further increase our performance and market presence soon. Especially, our most recent game launches added to our success and marked the further growth ahead.
Which Greentube games are currently popular for the North American market? Does this differ to the performance of these games in Europe?
I am excited that we have a couple of games and game families performing very well in the US and Canada. The success of Starlight Jackpots – Athena Goddess of War, our Thunder Cash series, Diamond Cash series and newly launched Silver Lux and Piggy Prizes series is showing that our hard and dedicated work in providing the right game content is paying off.
These games are also performing very well in Europe with some nuances in content preference per market. However the biggest difference to our games offering in Europe is that our content is new to the market in general. There is no big land-based history of our content in the US we can leverage. Not at the moment.
Are you developing any games exclusively for the North American market? Will Greentube be working with any operators to develop exclusive bespoke games?
We are developing games dedicated to the North American player base. Silver Lux was a game series developed with the US market in mind for example. However we are providing these games to European markets as well and try to benefit from synergies.
When it comes to bespoke games, we’ve just started our journey in the US by providing a branded version of Starlight Jackpots – Athena Goddess of War to BetMGM. Going forward we are planning to continue this path and provide our clients with a range of customized branded content. Further branded games are in development as we speak.
Can you tell us about any new mechanics that are being introduced in your games for North America?
We are constantly monitoring new game trends and player preferences in all our markets. Over the last years game mechanics such as lock and spin, three pots, perceived persistence and linked progressive jackpots have proven successful in North America.
Hence we make sure to provide these mechanics to our North American clients as well and are furthermore working on unique ways to combine various features and mechanics within games to further attract North American players.
How has Greentube managed to carve out a strong market position in markets like NJ and Michigan that are very competitive?
Various factors led to our success and promising position in New Jersey and Michigan. Most important is a close collaboration and strong relation with our customers.
Being new to the US territory it is of utmost importance to listen to the needs of local operators and players and make sure to provide them with the best service and content possible.
This year Greentube signed a deal with Caesars to grow the company’s presence in NJ and Michigan. How are things progressing with that deal?
We are really happy to have launched with Caesars in NJ in Michigan. I truly believe that Caesars has a very strong strategy for operating in the US markets and it is a pleasure to support this brand to grow further.
We are enjoying a close collaboration together with Caesars and are monitoring our game performance growing on a daily basis.
Are there any other partnerships that you are looking into at the moment, and how do you go about assessing who to partner with?
We recently went live with FanDuel in Michigan and New Jersey and are still planning to go live with Hard Rock and Tropicana this year.
Compared to other markets the US makes it quite easy to identify operators to partner up with. Data per state is available to the public and we intend to supply our content to as many online casinos as possible. Therefore we just have to follow the list of operators one by one.
Are there any other states, other than the four that Greentube is currently licensed in, that the company is targeting?
We should be going live in Connecticut and Pennsylvania anytime now and are therefore very excited to expand our reach in the US.
Going forward we are monitoring developments in other states, but haven’t decided on another state to target yet. Let’s see what’s going to happen on the regulatory front in the coming months.
Do you think that further online casino legalization in the US is going to happen?
Yes, monitoring new legislations and potential regulations it is just a matter of time. Illinois, Indiana, Maryland and New Hampshire are most probably the closest to be regulated anytime soon, while all eyes are on further developments in New York.
What are Greentube’s plans for the rest of the year and 2025? Any plans to launch new product verticals such as live casino in North America?
We are planning to finish the year strongly by providing additional seasonal and non-seasonal top games to our business partners and further support their launch with tailored promotions. In combination with additional brand and market entries in the US we are positive to build a strong basis for the year to come.
2025 will bring more US focused content, branded games for our partners and A+ game content for casino players in North America. Looking into the future we are evaluating the provision of our omni-channel solution to potential business partners in North America.
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