Greentube Adopts Focused, Data-Led Strategy for Game Launches and Localization

Greentube is adopting a more focused, data-led approach to content, localization and operator collaboration as it marks its 25th anniversary.

Head of Global Sales and Marketing Markus Antl said the company, present in around 50 mostly regulated markets, is now picking its battles on localization.

"It would be very difficult to create localised content for every one of them," Antl said.

The US is a market where Greentube wants to grow, requiring specific content, while in Europe the objective is to defend its position in existing markets.

"In Europe, having NOVOMATIC behind us gives us an advantage because there are products and brands in our portfolio that everybody knows and wants," Antl said.

The Netherlands is one example where the company has done localized content, bringing classic AWP games like Random Runner online to resemble original land-based machines.

Greentube is also looking at more localization in Germany and potentially Switzerland, and has already done so in Austria.

Italy remains its biggest market.

Localization inspiration comes from a mixture of NOVOMATIC's land-based heritage and analyzing online competitors for themes, mechanics and volatility preferences.

Entering the US required a different approach, as Greentube was relatively unknown there.

"We had to ask what we needed to do differently to succeed," Antl said.

The company reintroduced successful European games with US-originated mechanics, such as Diamond Link, and has added titles like Piggy Prizes and Rumble Riches.

On the 25th anniversary of Book of Ra, Antl said creating a title with similar longevity is still possible but happens less frequently.

"You might be fighting to have your game visible for an afternoon," he said, noting that online casino sites can have hundreds of suppliers and receive new games from 20 different suppliers in a single day.

This crowded environment has driven a strategic shift.

Previously launching 40 to 60 games a year, the company is now much more focused.

"Now we are much more selective. From those 40 to 60 games, perhaps 10 to 15 will receive a significant push during the year," Antl said.

Others can be promoted locally, or the company can wait for initial data to see if a game warrants additional investment.

"It is about spending more money on the things we have much greater confidence will work," Antl said.

Team Leader of Sales Operations Opher Ben Zvi said the company is putting much more data into context.

"Previously, you might say, 'This is a great game, let’s promote it.' Now we want to know why it is a great game, where it is a great game," Ben Zvi said.