Michael Bauer, Greentube: “We’re actively investing in omnichannel solutions to create a seamless player experience across all platforms”

Michael Bauer, Greentube’s CPO/CRO, spoke to Focus Gaming News about the company’s preparations for iGB L!VE 2025 and the products it will showcase there.

Exclusive interview.- Greentube is getting ready to take part in iGB L!VE 2025, one of the gaming industry’s biggest events that will take place next month in London.

To find out more about their plans for the expo, Focus Gaming News spoke to Michael Bauer, CPO/CRO at Greentube, who revealed the company’s expectations, what solutions they will be showcasing, Greentube’s plans to continue its expansion into different markets, and how they are incorporating artificial intelligence.

What new development can we expect from Greentube at iGB L!VE?

This event is a key opportunity for us to reconnect with existing customers and engage with new potential partners. One of the highlights we’re excited to share is the introduction of our new technology stack, Greentube Mynt, along with an overview of our rollout strategy and the benefits it brings to our partners.

Games will be a central focus for us at the show. We’ll be spotlighting our highly successful Diamond Link™ series, which continues to evolve with each new release. We’re also placing a special emphasis on our standout title of Q2, Trinity Treasures™ – Wukong,  as well as the Piggy Prizes ™ slot series, both of which represent our commitment to innovation and player engagement.

We’re also marking our London debut with a completely redesigned booth, created specifically for this event. In addition, attendees will notice a strong brand presence across the venue, thanks to our targeted advertising campaign, so be sure to keep an eye out!

“This event is a key opportunity for us to reconnect with existing customers and engage with new potential partners. Games will be a central focus for us at the show.”

Michael Bauer, CPO/CRO at Greentube.

With constant regulatory changes in the European market regulation, how does Greentube adapt?

At Greentube, staying ahead of regulatory developments is a key priority. We maintain close communication with regulators and the certification labs that support them to ensure we’re aware of upcoming changes and can prepare accordingly. This includes adjustments from a technical, licensing, or operational standpoint.

The most challenging scenario is when regulatory updates require changes to our game portfolio — with hundreds of titles, such updates have a significant impact. That said, our primary goal is always to remain compliant while minimising disruption to our products.

“At Greentube, staying ahead of regulatory developments is a key priority. We maintain close communication with regulators and the certification labs that support them to ensure we’re aware of upcoming changes and can prepare accordingly.”

Michael Bauer, CPO/CRO at Greentube.

What are Greentube’s key goals for 2025 in terms of global expansion?

In 2025, our global expansion strategy builds on a strong and growing foundation in Europe, which remains a core focus for us. Beyond that, we see significant opportunities in several key international markets.

The United States continues to be a high-priority region with strong potential, and it is a region where we have just gone live in Pennsylvania and Delaware, so there is a lot of potential to expand our presence there. Brazil is another important market on our radar.

We’re also placing strategic focus on South Africa and the broader African continent, which we view as an exciting long-term growth area. Additionally, the Philippines is on our roadmap, and we’re evaluating the best time to enter that market based on regulatory timing and resource alignment.

Overall, our 2025 goal is to scale globally while ensuring sustainable, compliant growth in every market we enter.

How are you integrating the importance of omnichannel distribution into your products, and what impact have you seen on customer loyalty?

We’re actively investing in omnichannel solutions to create a seamless player experience across all platforms. One of our key initiatives is Plurius, a server-based gaming system, currently live with the national lottery in Luxembourg. This solution allows content to be streamed directly to gaming machines via the internet. 

We are also rolling out what we call our “360-degree solution.” This means the player has the same wallet on the VLT machines and online. As we have supplied them with gaming machines, sports betting machines and an online casino website. And then they will be able to play from one wallet. That is the ultimate form of Omnichannel, because you have the same games. You have the same wallet, you have everything. Even unified player tracking, and consistent user engagement.

From a loyalty perspective, this opens up a wide range of opportunities. If you include a centralised royalty program like we are doing at the moment then that rewards players for a variety of actions — not just gameplay. Whether they log in, visit a venue, or engage in other predefined behaviours, players earn points that can be redeemed for perks like complimentary drinks, online bonuses, or free play sessions. This holistic approach enhances player engagement and drives long-term loyalty across both retail and digital touchpoints.

What are the main innovations Greentube is implementing in its new titles to differentiate itself in the market?

From my experience in the slot sector, innovation tends to evolve incrementally rather than through sweeping changes. Players value familiarity and trust in the gameplay experience, especially when real money is involved. As a result, new features and mechanics are often introduced gradually to ensure players remain comfortable and confident.

At Greentube, we are continuously enhancing our titles through refined game mechanics, improved UX, and data-driven design — but we’re also exploring more radical innovations. While major breakthroughs in slot design are rare and often take years to gain traction (as seen with crash games), we are committed to experimenting with bold new concepts to find what resonates.

Our strategy balances the proven with the pioneering: we build on successful foundations while also pushing the boundaries of what slot games can offer, aiming to stay both relevant and forward-looking in a competitive market.

How are you incorporating artificial intelligence and machine learning into your products to enhance user experience?

From the product development side of our business, AI is slowly becoming an integral part of our processes at Greentube. From the earliest stages of design, we’re using AI tools to accelerate design mockup creation, generate concept art, and increasingly, we’re looking at the possibility of creating animations with AI tools. Sound is, of course, also a possibility, but something we’re not currently looking into. 

We are also beginning to integrate AI into our development process. Tools like Copilot for GitHub are being rolled out to support our teams, while our QA department is evaluating AI tools to optimise testing and improve efficiency. The overarching goal is to shorten development cycles and bring high-quality games to market faster.

“From the product development side of our business, AI is slowly becoming an integral part of our processes at Greentube.”

Michael Bauer, CPO/CRO at Greentube.

Beyond product development, AI is also supporting other areas of the business. In marketing, for example, we’re experimenting with AI-generated videos and banners to scale content production. Ultimately, these innovations help us stay agile, produce more personalised player experiences, and ensure our brand presence remains strong across all digital channels.