“ICE is a key indicator for how our year will progress”

(Exclusive interview).- Thomas Engstberger, Sales Manager of AMATIC Industries, talked with Focus Gaming News after this year’s ICE London.

ICE London marks the beginning of a new year for a lot of companies, and AMATIC Industries reported a successful performance once again at this year’s event.

Thomas Engstberger, Sales Manager of AMATIC Industries talked with Focus Gaming News about the company’s performance at the show, which products it presented and future plans for this year.

In your latest news, AMATIC branded ICE 2019 a ‘memorable show’, what made it so special?

Our intention was to introduce a ‘Firework of Innovation’ to ICE and as we stated in our post-show review, we duly delivered on this. We placed great emphasis on bringing new innovations throughout our key product segments. Thus, we can definitely say that ICE was a memorable show.

We proudly premiered two new upright gaming machines – the CX24 and the CX27. Based on an innovative concept, the CX series represents the perfect combination of masterful design, modular construction and future-proof technology. The ultra-modern CX machines stand out immediately with strong edge-lit LED lighting around each monitor – which adapts and changes for each individual game. A powerful sound system and the outstanding gaming performance at the CX24 and CX27 cabinets will surely draw in and fascinate players worldwide. 

Secondly, we ensured that our reputation as The Multi Game Company was honoured with the introduction of a whole series of new games. We strive to have the right game for every player type around the world and the new games strengthened this message. 

Our electronic roulette – Roulette Grand Jeu – has received a fresh update with a brand new design for the overhead display. We believe that we have been able to find the right mix of traditional roulette design with a modern overhead display. Our players love our roulette design – that is our hallmark. We received much positive feedback on this.

We believe that we have been able to find the right mix of traditional roulette design with a modern overhead display.

And, last but not least, our AMANET online gaming division continues to grow as well. The portfolio currently consists of more than 100 titles. AMANET games use HTML5 technology, are multilingual and multi-currency capable. They have already been approved by many jurisdictions, meaning that game integration for providers is simple and fast. This is AMATIC’s recipe for success in the iGaming market.

How does touring through shows like EAG and ICE so early in the year impact on your plans and/or performance?

It is an excellent way to begin the year. The UK market is extremely important to us and we have an excellent partner in Genesis Games with whom we have been working for many years. Our games are being increasingly recognised in the UK. As for ICE – this is simply the most important show in our calendar and is a key indicator for how our year will progress. That is why we have such a strong presence and focus on introducing our major innovations there.

AMATIC introduced several games at London, as well as two new cabinets, what feedback did you get from the show’s attendance?

We are known in the industry for our focus on style and quality. We have made the next step upwards with the introduction of the CX24 and CX27 cabinets. The edge-lit lighting on each individual monitor makes these gaming machines really stand out. The colours change according to the game theme – giving a stronger bond between the cabinet and the game itself.

We see ourselves as being in the band of the companies that lead the industry – that explains our success – bringing the future of gaming to the industry today.

We are always creating new games – both for our land-based and online businesses. The ICE is the optimal time to launch our latest games which visitors enjoyed getting to know. We will see of course how popular they prove to be. 

How did the evolution of the gaming industry impact on your products? (game development, cabinet design changes to meet modern standards)

Maybe you should ask the question the other way round – how did our game development and products impact on the gaming industry’s evolution! As an independent company in the gaming industry, we are in a position to remain aligned to our company strategy of innovation. That is why we confidently said we were going to introduce a Firework of Innovation before the show – which turned out to be the case. We see ourselves as being in the band of the companies that lead the industry – that explains our success – bringing the future of gaming to the industry today.

Do you plan to launch any new products in upcoming shows?

Our next exhibition will be the Irish Gaming Show in Dublin in March. Here we will be introducing our new automated SicBo solution as well as another new cabinet. As you see, we are keeping ourselves very busy!