Greentube is on a global conquest! They’ve been actively expanding into new territories, such as Germany after a four-year hiatus, and are preparing to enter the Dutch marketplace. They’ve even made their American debut in New Jersey.
Greentube’s chief executive, Thomas Graf, asserts they possess all the necessary tools to rule the market, whether through natural growth or acquisitions. They’re not solely focused on their own online offerings, but also assisting Novomatic’s land-based ventures in competing within the market.
Novomatic and Greentube have been providing a diverse array of products and services for an extended period, including games for players and solutions for other enterprises. This experience has aided them in returning to the newly regulated German market, both as a game supplier and an operator. They’ve already launched some of their most sought-after games in online casinos, ensuring they comply with all the new regulations.
Moreover, the arrival of StarGames (now a consumer-facing brand) in the market signals a market opening. This signifies Greentube’s return to Germany – once its biggest business-to-business market – after exiting due to regulatory uncertainty in 2017. Similar to its parent company Novomatic, the enterprise operates exclusively in locally regulated online gambling markets.
This may restrict the number of potential customers, but it also implies that Greentube will target any relevant re-regulated markets in Europe. It has expanded swiftly as an operator or provider over the past two years, as many regions have come online.
In Switzerland, it collaborates with most casinos and is the market leader among suppliers; in Poland, it has an agreement with Totalizator Sportowy’s online gambling brand Total Casino; in Norway, Greentube was chosen as one of three providers for the monopoly operator Norsk Tipping; in Canada, games have been successfully launched with BCLC and Loto Quebec. Greentube entered Ukraine in 2021, aiming to “provide our games to all relevant regulated online gambling operators in the market,” Graf stated.
Next on the agenda is a venture into the Netherlands, which will bring an end to another long-standing regulatory ordeal, opening grandly today (October 1st). There, the company solidified its position through the acquisition of long-term partner Eurocoin Interactive in March.
Graf clarified that this is a natural advancement. He stated, “We have been working together with Eurocoin Interactive for a long time, collaborating on various online and offline projects, so this is a reasonable step to enhance our efforts in anticipation of the Dutch online market opening and become a leading force for top local gaming content.”
He mentioned that the agreement sees Eurocoin become Greentube Netherlands, boasting the country’s “most skilled game design team” and a strong history of locally optimized content in markets such as the Netherlands, Norway, and Hungary.
As in Germany, Greentube will utilize its connection with Novomatic’s broader business in the Netherlands to offer solutions for its land-based clients, bringing popular local games from brands such as Errèl, JVH, and Elam online.
Beyond Europe, Greentube is expanding into the US, where real-money gaming launches appear to be a very profitable business. Golden Nugget Online Gaming is its initial customer, initially in New Jersey, with plans to expand to other states like Michigan and Pennsylvania.
Again, this leverages Novomatic’s broader business. “We are strengthening Greentube’s US sales team at the Novomatic headquarters in Chicago to work closely with the land-based team at Novomatic America Sales, utilizing all synergies to offer a complete-channel product,” Graf explained.
This endeavor will be propelled to amplify the social casino solution Greentube Pro, providing complimentary variations of its real money content, as well as games for GAN’s simulated gaming solutions. Greentube also intends to offer some real money slot games on its land-based slot machines in the near future.
However, in this network, sports wagering is largely absent. Greentube is indeed interested in this vertical, which is currently attracting all the attention in the US, with Kambi, Playtech, and DraftKings using its Action Book sports betting kiosks.
“We are not presently planning to introduce one of our in-house sports betting platforms to the US, as we are focusing on key B2C growth opportunities in Europe and Africa,” Graf added.
At Kambi, Greentube is still using its technology in Italy, Spain, and Romania for Greentube and Novomatic iGaming brands, as a value-added service for casual bettors, as well as part of its online casino product. “However, we also observe continued growth for these brands in the sports wagering vertical,” he said.
It is noteworthy that in Austria, Italy, Spain, and now Germany, Novomatic operates under the Admiral brand, providing increasingly successful omnichannel sports wagering operations. These will spearhead the business’s expansion into the vertical.
Nova Matic Group has a well-defined strategy: to expand their sports wagering operations from their Austrian headquarters to all markets where the Admiral casino brand is established, both in physical locations and increasingly on the internet.
GreenTube hasn’t really taken any significant steps in the US sports betting boom. This demonstrates how slowly online gambling regulations are being implemented across the nation. However, on the positive side, it indicates that online gambling is a more lucrative sector. Recent developments with other companies suggest that others are reaching the same conclusion.
With two major markets opening up in Europe, greater rewards may be awaiting there.
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