Opher Ben Zvi: “Europe has always been a strategic pillar for Greentube”

Greentube’s Team Leader Sales Operations outlines the company’s plans for ICE Barcelona, where it will showcase its largest and most immersive booth to date.

Exclusive interview.- Ahead of ICE Barcelona, Focus Gaming News spoke with Opher Ben Zvi, team leader sales operations at Greentube, about the company’s expectations for the industry’s flagship event, its latest product highlights, and the strategic importance of Europe within its long-term growth plans. With new partnerships, popular game franchises gaining momentum, and further market expansions on the horizon, Greentube is positioning itself to set the tone for 2026.

What does Greentube expect from ICE Barcelona? 

Everyone knows that ICE Barcelona is the industry’s flagship event. It is the ultimate stage where the entire gaming ecosystem comes together, from land-based to online. It is a great opportunity to have some very meaningful conversations going into the rest of the year, and it is the perfect stage for networking, showcasing innovation, strengthening partnerships, and simply setting the tone for the year ahead. Last year was a milestone as it marked the first time we had a dedicated stand, and the response was incredible. This year, we aim to build on that success with a booth that will be even bigger and better. 

“ICE Barcelona is the industry’s flagship event. It is the ultimate stage where the entire gaming ecosystem comes together, from land-based to online.”

Opher Ben Zvi, team leader sales operations at Greentube.

What are you planning to showcase at the expo?  

Visitors can expect our most immersive booth yet—our largest to date—designed to reflect our 360° approach to gaming. We’ll have experts from every area of the business on-site, making it the perfect opportunity for productive discussions about everything from B2B solutions and real-money gaming platforms to B2C innovations and land-based server gaming solutions. 

On the product side, the spotlight will be on our Q1 game highlights, including Firecracker Frenzy – Money Toad and Three Bandits – Shoot ‘n’ Spin, both packed with exciting features and fresh gameplay mechanics.  

Greentube recently signed a partnership with bet365 in Spain. What does this European expansion mean to the company? 

Europe has always been a strategic pillar for Greentube, and Spain is one of the most dynamic markets in the region. Our partnership with bet365 reinforces our commitment to delivering premium content to players in regulated markets. 2025 was a year of significant growth where we strengthened our presence in Germany, Italy, Czech Republic, and Slovakia, and laid the groundwork for further expansion in Slovenia. This momentum continues into 2026, with exciting announcements on the horizon that will further solidify our position as a leading supplier in Europe.   

What titles are the most popular in Europe? Why do you think they are the favourites among players?  

There’s no ‘one-size fits all’ when it comes to games in my opinion and Europe encompasses a lot of countries with very differing tastes and cultures, so every market in different and unique in its own way. Our goal is to try to cater to all types of players, from Arcade style Dutch classics in the Netherlands to Bingo games in Spain, and innovative fruit games in Romania to give a few examples. But we do have titles that relate to players across all countries, and everyone’s new favourite games are the Piggy Prizes and Starlight Jackpots game series.    

What are your plans in terms of expansion for the coming months? 

As mentioned earlier, we’ll be announcing some exciting expansion news regarding Europe early 2026, regarding Slovenia and also Bulgaria. But we’re also committed to deepening our footprint in existing markets. In 2025, we made major moves in the US by entering Pennsylvania and Delaware, and expanded into South Africa—both markets with tremendous potential. 

In early 2026, we’ll continue to strengthen these positions while exploring new opportunities globally. Our strategy is clear: combine innovation with local expertise to deliver tailored content that resonates with players and drives long-term growth for our partners. 

“Our strategy is clear: combine innovation with local expertise to deliver tailored content that resonates with players and drives long-term growth for our partners.”

Opher Ben Zvi, team leader sales operations at Greentube.