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Astra Games – 25 years and going strong
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As Astra Games celebrates its silver anniversary, Novomatic UK Director, Chris Butler, reflects on the past, present and future of a brand whose products have helped change the face of UK gaming
Looking back over the last 25-years what models would you cite as being Astra’s stand out products?
It’s not in my nature to be overly nostalgic and I believe that the best games should always be the next ones in the product pipeline and the ones that you want your customers to invest in. However Astra has a fantastic pedigree and has been responsible for products that quite literally changed the industry. Party Time was the first ever community game, Slotto was also really significant and had an impact that went beyond the game itself as it represented the introduction of a new category in the market with Class 2 going on to become B3. There are also games such as Reel King and Bullion Bars and Astra’s iPub: but bringing the portfolio right up to date we have the Prismatic, which I am certain will go on to enter the Astra/Bell Fruit hall of fame. Making its industry debut at EAG in January, Prismatic is a digital terminal that draws on content provided by the Novomatic UK Games design companies which represent the very best in the business. Coinslot readers attending EAG should prepare themselves to see a high impact product whose test performance figures are even more impressive than its looks. Of course it’s important to recognise the great success that’s been achieved over the last 25-years but I think the core strength of an organisation is how it channels that success by looking to the future, which is exactly what we are doing with Prismatic.
How would you describe the skill set within Astra: what are the brand’s core strengths?
The key strength is the commitment to R&D, which is a fundamental characteristic of every Novomatic company as is having innovation as part of the day to day business culture. With that combination you can attract the right people and as we know any organisation is nothing without its people. Astra has a great team, people like Design Director, Andy Dinning, Sales Director Ian Shreeve, Rob Williams and Claire Peet who all have a lot of industry experience. The synergy with Bell-Fruit is also very important as is the strength and presence of of Novomatic UK. Astra Games will be judged by the market’s key metrics which are cash box, consistency and ultimately, what the games deliver in terms of ROI. Manufacturers are only as good as their next product and that’s based on understanding the player and the changing dynamics of the market. The engine for success is R&D aligned to a culture of innovation.
What does the Novomatic ownership bring to the table?
First and foremost it brings stability, its strength helps us to establish product and the acquisition strategy has been very strong. But not only is Novomatic one of the best known and most respected names in international gaming it is also an organisation that drives innovation and invests in innovation – which is key to delivering the business strategy.
What are the biggest dangers facing low stake gaming in the UK and can you outline Astra’s strategy for overcoming them?
There’s no doubt the FOBT stake change will provide numerous opportunities for all segments of the industry. However, FOBTs will reinvent themselves and the competition will intensify. Whatever segment of the business you are in you will need to re-evaluate your offer. The key to this will be making the investment in new gaming products that have the ability to engage with players and provide the type of entertainment that can compete for their disposable income.
How important an employer is Astra in Bridgend: how would you describe the contribution it makes to the town?
Astra is a very significant employer not just in the town of Bridgend but in the region as a whole. Astra Games is just part of the contribution made by Novomatic UK. We recently undertook an audit of the supply chain which confirmed that Novomatic UK purchased goods and services from a total of 316 suppliers based in 164 different towns and cities throughout the country, stretching from Blackpool to Bridgend, Glasgow to Great Yarmouth and East Kilbride to Eastbourne. Drilling down, the audit also showed that Astra works with 15 suppliers whose businesses are located in Bridgend and that the town was second behind only London in the league table of locations with suppliers used by Novomatic UK. So you can see it’s a big contribution and a really important business.
Source: Latest News on European Gaming Media Network
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Jackpot Digital Inc., the world’s leading provider of innovative dealerless electronic poker gaming solutions, has announced that it has received license approval from the Maine Gambling Control Unit (MGCU). This milestone marks a significant achievement for the Company, as it is the first state-issued license it has received in the US. This state license allows the Company to install its casino machines throughout all of Maine. Jackpot Digital’s flagship product, the Jackpot Blitz ETG, offers a modern, dealerless, player-friendly poker solution that integrates traditional multiplayer poker games with cutting-edge digital technology. The MGCU license will enable the company to offer its innovative gaming solutions to operators throughout Maine, driving new revenue opportunities and enhancing player experiences.
The New York State Gaming Commission unanimously appointed Terryl Brown to the New York Gaming Facility Location Board, which is overseeing the commercial casino siting process in the New York Metro region. Terryl Brown currently serves as Vice President and General Counsel at Pace University. Prior to taking her position at Pace, Brown served as Deputy Commissioner of Legal Affairs and Administration for the New York City Fire Department, where she oversaw operations and legal matters for a department comprised of 17,000 employees. Brown has also been Chief Ethics Officer and Counsel with the New York State Attorney General’s Office, Acting Counsel to Governor David Paterson, First Assistant Counsel to Governor Eliot Spitzer, a Commissioner of the New York State Joint Commission on Public Ethics, Executive Vice President and General Counsel at the New York Power Authority, and a Partner at Harris Beach PLLC.
Partnerships
International Game Technology PLC has announced that IGT PlaySports is growing its sports betting presence in Nevada via a three-property, sports betting technology and services agreement with GN NV Holdings LLC, owner and operator of the Golden Nugget Casinos. Per the agreement and through a phased rollout, IGT PlaySports will power retail and mobile sports betting at Golden Nugget Casino Lake Tahoe first, followed by Golden Nugget Casino Las Vegas and Golden Nugget Casino Laughlin. Golden Nugget Casino Lake Tahoe was the first of the three casinos to convert to an IGT PlaySports-powered sportsbook after launching its retail sportsbooks in January 2025. Golden Nugget Casino Laughlin and Golden Nugget Casino Las Vegas are expected to launch their new sports betting programmes later this year, first with retail betting and then with a mobile betting option.
In Celebration of Hard Rock International’s annual “International Women’s Month” in March and International Women’s Day on Saturday, March 8, Hard Rock and global superstar & humanitarian, Shakira, announced a year-long partnership that aims to empower women around the world to tell their stories, be their authentic selves and unite through the power of music. The company is raising funds through its charitable arm, Hard Rock Heals Foundation, throughout International Women’s Month. A portion of proceeds will benefit Pies Descalzos Foundation—Shakira’s non-profit organisation enhancing the education and social development of girls in Colombia’s most vulnerable communities—as well as local women’s organisations within the communities of Hard Rock locations.
The post Gaming Americas Weekly Roundup – March 3-9 appeared first on European Gaming Industry News.
MiFinity, a trusted global eWallet provider serving merchants and consumers worldwide, is deepening its presence in Asia with additional local payment options. As part of its continuous commitment to supporting the region’s surging digital economy, MiFinity has launched Rabbit Line Pay in Thailand alongside LinkAja and direct bank transfer in Indonesia, with more payment methods slated for integration throughout 2025.
MiFinity has built a strong reputation as a go-to payment provider for businesses breaking into new markets, particularly those requiring fast, secure, and fully compliant transaction solutions. With a highly engaged and rapidly growing user base, MiFinity eWallet users in Asia are actively transacting across a variety of digital services, making MiFinity a strategic partner for merchants looking to boost conversion rates, improve customer satisfaction, and strengthen trust across the region.
Commenting on this expansion, Paul Kavanagh, CEO of MiFinity, said: “Asia represents a key growth market for MiFinity, and we are committed to providing merchants with the best possible solutions to reach their customers in this region. By integrating popular local payment methods and expanding our currency support, we are making it easier for businesses to offer seamless, trusted payment experiences. Our investment in the region underscores our dedication to supporting both our merchants and our highly engaged eWallet users, ensuring they have access to the payment options that best suit their needs.”
Supporting Asia’s Thriving Digital Economy
The digital payments market in Asia is experiencing significant growth, driven by increasing smartphone penetration, rising financial inclusion, and the booming demand for digital services. According to industry research, Southeast Asia alone is home to over 350 million digital wallet users, with eWallet transactions projected to account for a growing share of online payments.
For merchants looking to expand into these high-growth markets, offering trusted, localised payment options is essential to attracting and retaining customers. By integrating Rabbit Line Pay, LinkAja, and direct bank transfers, MiFinity provides businesses with the tools they need to tap into these opportunities, delivering seamless payment experiences that align with local consumer preferences.
Continued Growth and Future Expansions
The rollout of Rabbit Line Pay, LinkAja, and Indonesian bank transfers marks the newest milestone in MiFinity’s widening footprint in Asia, with additional payment integrations scheduled for later in 2025. As appetite for digital wallet transactions and alternative payment methods accelerates, MiFinity remains committed to evolving its offerings, empowering merchants to capture new customers and deliver secure, consumer-centric payment experiences across Asia’s diverse markets.
The post MiFinity Expands Payment Options in Asia, Strengthening Regional Commitment appeared first on European Gaming Industry News.
Esports entertainment company BLAST and global game publisher KRAFTON have partnered for the return of the PUBG EMEA Championship (PEC) and PUBG Americas Series (PAS) for 2025, marking the third consecutive year of these premier regional PUBG: BATTLEGROUNDS Esports tournaments.
BLAST will work with KRAFTON to bring the best of its industry-leading technology, high-end ‘fan-first’ production values and extensive esports tournament organiser experience to help elevate the PUBG esports scene.
A $50,000 prize pool is up for grabs in each of the EMEA and Americas regions, as the best teams battle for dominance and a chance to represent their regions on the global stage. The Open Qualifiers kick off on March 3rd. The tournaments will feature an officially broadcasted Group Stage from March 14-16, followed by the Last Chance phase on March 22-23, culminating in the Grand Finals from March 28-30.
Additionally, KRAFTON will be introducing the PUBG Players Tour (PPT), operated by BLAST in the EMEA and Americas regions. This brand-new grassroots event will act as the first officially supported third-person perspective (TPP) esports event since PGI 2018. This expansion underscores KRAFTON and BLAST’s commitment to providing diverse and engaging competitive experiences for the PUBG community.
Scott Appleton, Senior Esports Commercial Manager for BLAST, said: “At BLAST we pride ourselves on working with the best game publishers and most popular esports titles. Adding KRAFTON and PUBG: BATTLEGROUNDS further expands and strengthens our portfolio of ecosystems. We can’t wait to showcase the best PUBG esports’ teams across Europe and the Americas this year and help further grow the competitive scene in the future.”
Atila Yesildag, Director of Esports EMEA & Americas at KRAFTON said: “We are delighted to partner with BLAST to elevate PUBG Esports in 2025. As we embark on another year of thrilling competition, players and fans can look forward to an action-packed season that builds on the strong foundations of PEC and PAS while exploring exciting new territory with PPT.”
PUBG Esports has seen continued growth in 2024 with viewership increasing year-on-year compared to 2023, and PEC and PAS proving an integral part of the PUBG competitive ecosystem.
Last year saw PUBG Nations Cup 2024 (PNC) and PUBG Global Championship 2024 (PGC) amass 510,977 and 493,890 Peak Concurrent Viewers (PCV) respectively, delivering the second and third highest PCV in PUBG Esports history, trailing only the legendary PUBG Global Invitational 2018.
Key details:
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Dates:
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Open Qualifiers: March 3rd onwards
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Playoffs March 14-16 (official broadcast matches begin)
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Last Chance Phases: March 22nd-23rd
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Grand Finals: March 28th-30th
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Prize Pool: $50,000 prize pool for each region
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Where to Watch:
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YouTube
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Twitch
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The post BLAST Partners With KRAFTON to Support Continued Growth of PUBG Esports appeared first on European Gaming Industry News.
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