The CEO of Amusnet granted Focus Gaming News an exclusive interview to discuss the latest edition of ICE and the company's success in Barcelona.
Exclusive interview.- Amusnet attended ICE Barcelona, one of the largest international exhibitions in the gaming industry, from January 20 to 22. In an interview with Focus Gaming News, CEO Ivo Georgiev spoke about the company's highlights at the exhibition.
Amusnet is famous for its exciting display every year: at ICE 2023, it featured a live ICE Roulette, and at ICE 2024, it premiered its series of slot machine cabinets. How did they make such an impact in Barcelona this year?
The relocation of ICE from London to the vibrant city of Barcelona was a unique opportunity for us to make a memorable impact and create a legendary presence: on one hand, showcasing our latest innovations across the three verticals to the global audience of the main event, and on the other, having football legend and Barça icon, Hristo Stoichkov, as our official partner at the exhibition. He is an incredible person who embodies the passion, teamwork, and determination that also define our success. Stoichkov's participation brought incredible energy to our booth, further elevating Amusnet's brand visibility and underscoring our commitment to innovation and delivering exceptional gaming experiences to audiences worldwide.
In terms of online casino products, we introduced the tournament tool and the "Golden Coins Link" jackpot, designed to boost player engagement and retention in our network of over 250 clients. We also presented our latest cascading slot, "Crazy Red," which is already generating great excitement.
In the live casino vertical, we presented "Showtime Roulette 500x," which offers perfect branding for operators and unparalleled customization, along with "Extra Crown Deluxe Live." Based on our high-performing slot "Extra Crown," it combines the thrill of live casino games with slot mechanics.
In terms of land-based solutions, we introduced the latest addition to our Type S slot cabinet series, the J55 model, which features a sleek 55-inch curved screen, premium design, and high-end finishes for an immersive gaming experience. Powered by the AmuseBox platform, it offers a diverse multi-game selection of 52 titles, including top-performing ones, the new cascading slot "Crazy Red," and the celebrity slot "Stoichkov #8," as well as triple reel slot games, designed to elevate player excitement and enhance payout options.
What did the character from the popular slot "Coin Gobbler" bring to your stand at ICE Barcelona 2025?
Oscar, the main hero of our popular slot "Coin Gobbler," took center stage and captivated visitors as our official host, embodying the exquisite taste and mastery of entertainment that define Amusnet. Looking ahead, Oscar will continue to represent the brand, appearing as the main character in future games and hosting key events, reinforcing the company's commitment to always providing top-tier entertainment.
What is the secret to a successful participation in an event like ICE?
Creating a standout presence at ICE requires a combination of innovation, dedication, and commitment to delivering exceptional experiences. At ICE Barcelona 2025, we pushed the boundaries once again with our impressive two-story, 825 square meter booth, featuring a kinetic ceiling, two bar areas, nine meeting rooms, and a premium atmosphere. Additionally, for an event to be successful, the booth must become a hub for networking and entertainment, and it all depends on the great teams that make it possible: our events team, our marketing team, and, of course, our business teams from around the world, who conducted over 320 meetings with clients and partners and engaged in significant collaborations that will impact the entire year 2025.
The secret behind this year's success is that we embraced the dynamic energy of Barcelona, a city known for its creativity, innovation, and passion for games and football. The official presence of Hristo Stoichkov, along with the interactive football activation at the booth, attracted hundreds of people and generated excitement as hundreds competed in an exciting table football championship for a chance to win exclusive prizes, including footballs signed by Hristo Stoichkov and tickets to the 2025 Champions League.
We also had the honor of welcoming to our booth the founder of Digitain, Vardges Vardanyan, along with galactic legends: Michel Salgado, Michael Owen, Iker Casillas, and Luis Figo. The presence of these iconic football stars, alongside Hristo Stoichkov, embodied the spirit of collaboration and innovation, reinforcing the concept that industry pioneers come together to shape the future of gaming.
What were your favorite games from last year and why?
Two standout games from last year truly reflect Amusnet's commitment to innovation and excellence. The celebrity slot "Stoichkov #8," created in partnership with football legend Hristo Stoichkov, celebrates the passion for football and gaming and has resonated strongly among players worldwide. The group payout slot "Coin Gobbler" introduced new game mechanics and the memorable character Oscar.
Do you believe more benefits can be derived from cross-selling between physical and online casinos?
Cross-selling between physical and online casinos creates significant opportunities to enhance the gaming experience and drive growth. By introducing online platforms to physical customers, operators can increase engagement and loyalty through integrated reward programs that recognize and reward activity across channels. This approach broadens the reach, introducing physical players to online games and vice versa, ultimately increasing revenue potential.
