SYNOT Group: “ICE Barcelona is an ideal place to present our portfolio up close and to strengthen long-term business relationships”

SYNOT Group Sales Directors Miroslav Valenta and Roland Andrýsek spoke with Focus Gaming News about the company’s attendance at ICE Barcelona 2026, and the innovations it showcased at the event.

Exclusive interview.- Following a strong presence at ICE Barcelona 2026, SYNOT Group reinforced its dual land-based and online strategy with a comprehensive product portfolio and a clear focus on omni-channel integration.

In this exclusive interview with Focus Gaming News, sales directors Miroslav Valenta and Roland Andrýsek discuss the company’s key showcases, partner engagement, LatAm expansion plans and the roadmap guiding SYNOT’s land-based development in the year ahead.

How would you summarise SYNOT Group’s presence and objectives at ICE Barcelona this year, particularly from a land-based perspective?

ICE Barcelona 2026 really met our expectations and was another very successful edition for SYNOT Group. For us, it was a great opportunity to show the full range of our latest land-based and online gaming innovations. We had nearly 60 pieces of state-of-the-art equipment for casinos and gaming halls on display, alongside our broad portfolio of igaming solutions.

What was particularly encouraging was the strong interest from visitors and the very positive feedback we received. We also had a lot of in-depth discussions with both existing and potential partners, which really confirmed that ICE Barcelona is an ideal place to present our portfolio up close and to strengthen long-term business relationships.

What were the key products or solutions that SYNOT showcased at the exhibition, and what kind of reaction did they receive from operators and visitors?

At ICE Barcelona, we had the chance to showcase the full range of what SYNOT offers, from cabinets and game mixes to our jackpot systems and the SYNNET Casino Management System with its advanced features. Visitors were drawn to Gamifire Prime with its new six-level jackpot, the brand-new Exclusive Games slot mix, and the expanded Firebird series. Our latest cabinets, including the ST3-27 and premium ST2-32, also attracted a lot of interest.

We dedicated part of our booth to online solutions as well. SYNOT Games presented a portfolio of over 230 online slots and the upgraded PEAK tool, while SYNOT Interactive demonstrated the omni-channel solution covering everything from casino aggregation to live casino platforms. Overall, the response was very positive, with visitors impressed by the variety and quality of our solutions, and we are very grateful for this feedback.

Are there any particular advancements or innovations in SYNOT’s land-based portfolio that you’re especially proud of and that generated significant interest at ICE Barcelona? 

We’d like to highlight each of the new products we introduced, as each one is unique and comes with high expectations. At ICE Barcelona, we focused not only on completely new concepts but also on solutions that build on our proven successes, systems that have historically performed very well across multiple markets. Our partners really appreciate this approach because it allows us to offer both brand-new innovations and solutions linked to earlier products that they know their players already enjoy and trust. This combination of novelty and reliability drew a lot of interest at the exhibition.

From your interactions during the event, what trends are you seeing in the land-based gaming sector that could shape the company’s strategy in 2026?

From what we saw at ICE Barcelona, there were no completely new trends in land-based gaming that would fundamentally reshape the market. Instead, the main focus continues to be on further digitalisation and stronger omnichannel solutions. We could see a clear emphasis on linking land-based and online segments more closely, for example, through shared wallets, loyalty programmes, and similar tools.

We identified this trend not only at our competitors’ booths, but also through conversations with our partners. For us, it was a strong confirmation that our current strategy is on the right track. As both a supplier and an operator, running land-based and online businesses under the same brands in multiple markets, this level of integration is essential. That’s exactly why our portfolio, including the SYNNET CMS, is designed to support closer connections between channels and enable more unified player journeys going forward.

Did you have any noteworthy discussions or new partnership opportunities at ICE Barcelona that you can share, especially those that support SYNOT’s growth in key markets?

ICE Barcelona gave us the opportunity to hold a large number of very productive meetings, both with our existing partners and with potential new customers. We see the exhibition as a strong platform for reinforcing established partnerships and further strengthening our footprint in key markets where we are already active.

At the same time, the event was very important from a growth perspective. What we really welcomed was the growing presence of operators and distributors from the LatAm region, which is a key growth market for SYNOT. Compared to previous years in London, meeting so many LatAm partners directly in Barcelona was a very positive sign and clearly supports our expansion efforts in this region.

Looking ahead, what are the main pillars of SYNOT Group’s roadmap for the coming year, and how do these align with the broader evolution of the land-based gaming industry?

Looking ahead, our roadmap for the coming year is built around a few clear priorities. In the land-based segment, we’re preparing the launch of a new single-screen cabinet and continuing the development of additional game mixes that build on the products we will be introducing in 2026. At the same time, geographic expansion remains a key pillar of our strategy. We plan to further strengthen our position in existing markets while continuing to grow in new territories, particularly in the LatAm region.

From an online perspective, licensing is a major focus for us. After nearly three years of preparation, we are now at an advanced stage of obtaining a New Jersey licence for online B2B, and we are applying in Ontario at the same time.

Overall, we’re looking forward to what the coming year will bring and to turning these plans into concrete results.