In an exclusive interview with G3 Newswire ahead of the highly anticipated ICE Barcelona event, we unveiled our strategic milestones and expansive plans for the upcoming year. Recently, we have secured a gaming license in Peru, started providing gaming content to Colombian operators, and expanded our market presence across Africa. Roland Andrýsek, Sales Director of SYNOT Group, and Martina Krajčí, Chief Commercial Officer of SYNOT Games, delve into the company’s ambitious plans for 2025 and introduce the groundbreaking products poised to lead our market surge.

What will SYNOT Group be showcasing at this year’s ICE show? What’s new? 

Roland Andrýsek: We are eagerly looking forward to the upcoming ICE exhibition, not only because of its fresh location in Barcelona but also for the opportunity to showcase a wide range of new state-of-the-art products to all visitors. In the land-based sector, we are proud to introduce our brand-new modular cabinet with 32‘‘ monitors, the ST2-32, making its global debut at ICE Barcelona. This marks the first opportunity for visitors to experience this innovative cabinet, and we are confident it will capture significant attention. We will also highlight our proven cabinet models, currently distributed in thousands across multiple countries. These include the popular Eclipse FL-32, UP1-24, UP1-27, and our latest model, the UP2-32.

One of the next anticipated highlights for our current and potential business partners will be the launch of a brand-new game set Gamifire Prime, as well as the slot version of SUPER LINK jackpot system. These platforms represent a significant leap forward in gaming innovation. Gamifire Prime will debut with over 20 stunning gaming titles, offering cutting-edge graphics and thrilling bonus features. The slot version of SUPER LINK will offer eight linked titles, each one including the unique Pay to Win function.

Visitors can also look forward to our multigame progressive jackpot system, MAGIC BALL LINK, boasting the latest linked titles. Furthermore, we will showcase our Firebird slots enhanced with the latest games and features, as well as updated versions of our SYNOT VLT systems including remastered titles into FULL HD. Another key addition to our portfolio is a brand-new Casino Management System, which will be unveiled for the first time at ICE. Designed to revolutionise gaming hall and casino management, the CMS builds upon our existing monitoring system, which currently support our operating activities at many markets. This new CMS leverage on our huge experience in operating land-based products as there are thousands of slots being monitored by the existing system, which is completely upgraded into this new release.

Beyond our land-based solutions, we will also present our growing portfolio of games developed by SYNOT Games. These games are designed not only for our land-based systems but also for our online business partners. Finally, SYNOT Interactive will showcase our Omnichannel Solution, offering a comprehensive range of products for online business partners, including casino aggregation, live casino platform, and much more.

Martina Krajčí: We can’t miss the biggest trade show in Europe, so of course, SYNOT will be exhibiting at ICE Barcelona. We are very excited to see what innovations will emerge with the summit being held in a new city. Every year, we put in a lot of effort to prepare for this event, and this time, we’re sure to surprise everyone with our new offerings in January.

At SYNOT Games, we can reveal a little secret and boast that at the upcoming ICE we will be presenting many products that we have been working on for a long time. Our highlight will be the already known tools PEAK and Prize Drop, but we are also looking forward to presenting a brand-new Dream Dial. We believe this innovative tool will completely transform the gaming experience for players and set a new standard for the industry.

What is more, we are excited to present our ever-expanding portfolio, now boasting more than 180 unique games. Among our latest releases, titles like Volcano Explosive, Snatch the Dreams, and Atlantis Gold and our upcoming release Thor’s Rage will take centre stage at our booth and are sure to be the main attractions next year.

Could you tell us more about SYNOT Group’s product development strategy for 2025? 

Roland: Our R&D strategies for 2025 will pretty much copy our long-term business development objectives, reflecting our mission to be one of the leading gaming companies in the world. In the land-based sector, our primary focus will be on introducing innovative gaming concepts, which will be distributed and operated in our new cabinets. For both online and land-based segments, our efforts will centre on driving innovation, refining successful and popular game concepts, and addressing emerging developments and trends within the industry.

The extremely aggressive growth especially in online segment push us to be a strong focused on identifying and embracing any new trends, even those in their very early stages. While such trends may carry higher risks of success, their potential impact makes them a crucial part of our strategy.

How closely is SYNOT and SYNOT Games collaborating on development roadmaps across both verticals? 

Roland: Before all, both companies are part of the SYNOT Group, and as such, we operate with the goal of achieving success across both channels. This is reflected in the close collaboration on product development, enabling us to target and enter multiple markets in both verticals at the same time. 

In addition, as the online segment continues to grow and develop, we are using more synergies and a common approach to game development. The development plan for the coming years is to bring the creation of online games in line with the development of games for land-based systems. The aim is to launch these new products at the same time if possible. In the case of SYNOT, this phenomenon is further strengthened by the fact that SYNOT is a rather significant operator in both verticals. The positive effect of such synergies is therefore multiplied.

Martina: SYNOT and SYNOT Games have a strong, ongoing collaboration when it comes to development roadmaps, ensuring success across both verticals. Instead of sticking to a rigid annual plan, our teams engage in dynamic, year-round communication, with weekly discussions to align our strategies and objectives. Our vision is to excel in every market we enter, leveraging SYNOT’s rich heritage in the gaming industry. With over 30 years of experience, we have been in the business for decades and our knowledge positions us as a leader in both traditional and iGaming sectors. We want to continuously follow this path, so we are aware of the importance and challenges of proper cooperation between teams.

How varied is the upcoming roadmap of SYNOT products to account for different market tastes, from easily understandable, traditional-style titles to more complex, feature-rich games?

Martina: Our upcoming roadmap reflects SYNOT Games’ commitment to delivering a diverse and dynamic portfolio that caters to a wide range of player preferences, all while setting new standards and standing out in a competitive market. With a robust collection of over 180 games, we strike the perfect balance between tradition and innovation. Our portfolio includes accessible classics like the popular Fruit Awards, perfect for fans of timeless fruit-themed slots, as well as more complex, feature-rich titles like Respin Joker, which showcase advanced mathematical mechanics and dynamic gameplay.

This variety ensures we appeal to different player demographics and preferences. While SYNOT’s core strength remains in our domestic markets, our content is also gaining strong traction in regions like LatAm and across Europe, proving our ability to adapt to diverse tastes and meet global market demands. This balanced approach positions us as a versatile provider, with no single market or audience taking precedence over the other.

SYNOT Group has hundreds of customers across multiple continents. Are clients with land-based origins looking to establish online operations and online casino-only operators looking at getting a slice of the land-based pie? 

Roland: The long-term trend of traditional land-based operators expanding their activities into the online segment has not stopped and is constantly continuing. As a result, most of our key land-based business partners have also become our partners in the online operations.

I must admit that in recent years we have faced the emergence of the opposite trend, with online operators exploring land-based opportunities. Although this trend is not as strong as the land-based expansion into online, it is still worth noting. Naturally, the number of online operators with no land-based activities is still very limited. Fortunately, our strong footprint in the land-based sector allows us to leverage existing business relationships and create successful and fruitful synergies in both verticals.

Is the overlap in the demographic of land-based and online players growing? How is player recognition of the SYNOT brand from online to land-based and vice versa changing? 

Roland: The growing overlap in the demographics of land-based and online players was significantly strengthened during the pandemic years. During this period, we experienced significant growth in online activities, which balanced the drop in land-based activities caused by limits applied to land-based operations. However, following the reopening of land-based operations, we quickly achieved pre-pandemic results in the land-based segment, while online growth slowed only slightly. This very positive trend has continued ever since.

It is important to note that the overlap between land-based and online player demographics is strongly influenced by regulatory frameworks and varies on a market basis. 

As SYNOT is continuously working on marketing activities that reflect our position as a significant content provider for online and land-based, our presence in both market segments is constantly growing, which significantly increases our brand awareness. 

We are one of the few players in the gaming industry able to offer a complete portfolio of products to both online and land-based commercial operators, as well as to some state-owned lottery companies.  We are proud to serve customers from both these sectors.

Martina: Land-based and online casinos offer distinct experiences, each attracting its own audience. Balancing both and maintaining high quality across each can be a challenge. However, the overlap between land-based and online players is steadily growing, particularly in regions where SYNOT operates across both platforms. Players in our domestic markets and the Balkans are especially likely to recognise SYNOT in both spaces. This highlights how a strong presence in both channels boosts brand recognition and visibility. 

When players encounter SYNOT in one environment, whether online or land-based, they’re more inclined to explore us in the other. This growing synergy emphasises the importance of a unified brand strategy to keep the momentum going and maximise engagement across both platforms.

What’s the market strategy for the coming year? Will SYNOT Group be looking to strengthen in core markets across central and Eastern Europe and expand into new territories? 

Roland: SYNOT has been building its position on multiple continents for many years. While Europe remains the market with the biggest share, we are no longer seen as just a European player, but as a global active content provider for both land-based and online gaming. 

Our plans for the coming years focus on further strengthening our position in Europe, while continuing to expand our activities in other regions, particularly Africa and the LatAm market. To mention some of SYNOT Group recent achievements outside of Europe, we have recently secured a gaming licence in Peru, started providing gaming content to Colombian operators and continued to expand our distribution in the African region.

Martina: Next year promises to be very busy, but exciting for us. Our goals for 2025 combine strengthening our position in core markets, especially across Central and Eastern Europe, and expanding into completely new territories. In Europe, we are focused on growing our presence by offering a wider range of innovative slots and introducing new retention tools such as PEAK and its feature, Dream Dial. This will help us deepen our engagement with existing customers and attract new ones to ensure we continue to lead in such a competitive business.

We also have ambitious plans to continue our global expansion, so keep your fingers crossed for us! Having successfully launched our games on the regulated market in Peru, we are now looking to certify our games for regulated Brazil and Argentina. 

These are key markets in the region, and we are excited about the growth potential there. We also plan to move forward in North America with our entry into the New Jersey and Ontario markets. These moves will be an important step in expanding our presence in the LatAm region and tapping into these highly attractive markets.