SYNOT Group: "Moving ICE to Barcelona was the perfect chance for us to take our presentation to the next level"

As a global name in gaming solutions, SYNOT Group continues to expand its footprint in the industry, offering cutting-edge products and technology across multiple markets. At ICE Barcelona, the company showcased its latest gaming machines, online content, and system solutions, reaffirming its commitment to high-quality gaming. 

In this exclusive interview with Yogonet, Miroslav Valenta, Sales Director of SYNOT Group, and Stanislav Stanev, International Business Development Director, reflect on their presence at the event, highlighting key innovations, market trends, and the company’s strategic approach to global expansion.

What are the main takeaways from the last ICE edition? Did it feel different being the first one to take place in Barcelona?

Stanislav Stanev: Moving the ICE exhibition to Barcelona was the perfect chance for us to take our presentation to the next level. We introduced a brand-new two-story booth, covering 800 m², with impressive sound, lighting, and LED displays that gave visitors a true casino vibe.

We also brought a whole range of exciting new products. But it wasn’t just about the products. We had a big team of nearly 140 colleagues from across SYNOT Group, all ready to chat with visitors and share details about both our land-based and online portfolios.

The response we got was amazing! We had countless meetings, secured new deals, and got plenty of positive feedback on both our booth and the innovations we presented. Without a doubt, this year’s ICE was our most successful yet, and we’re already looking forward to what’s next!

As you mentioned, the company brought an extensive lineup of products to the show, including some debuts. What were the highlights in terms of the portfolio exhibited? Which products drew the most attention?

Miroslav Valenta: This year, we brought to Bracelona our biggest lineup ever—over 60 top gaming equipment. Visitors got the chance to check out our complete range of the latest SYNOT cabinets, gaming systems, and most importantly, several brand-new products that had their debut at ICE.

One of the biggest stars was definitely the new ST2-32 modular cabinet with 32‘‘ monitors and integrated LCD touch panel. We introduced it together with the brand new Gamifire Prime game mix, which currently includes over 20 classic and  Hold&Respin titles and more new games are coming soon.

Another highlight was our brand-new SYNNET Casino Management System. It’s based on years of experience with our own game monitoring system, supporting operational activities across multiple markets.

Another highly successful product was the SUPER LINK jackpot system, which is now available in both slot and VLT versions and we couldn’t forget our popular MAGIC BALL LINK jackpot system.

On top of that, we showcased the Firebird gaming systems, remastered versions of our SYNOT VLT systems, and many more. In the online segment, SYNOT Games grabbed attention with a portfolio of more than 180 titles and some innovative retention tools such as most importantly PEAK, Prize Drop, and Dream Dial, while SYNOT Interactive introduced its comprehensive omni-channel solution, offering a wide range of products. Currently the most popular is an Aggregation platform where we are able to offer access to over 80 top providers and a library of 9,500+ games, covering everything from slots to table games.

What were attendees most interested in learning about the company? Which topics dominated the conversation?

Stanislav Stanev: Obviously one of the topics that resonated the most was that moving the show to Barcelona was a great idea. Everyone was happy with the relocation as it offered a new opportunity to participate with larger booth and a bigger portfolio. Also, more visitors came from parts of the world that hadn't been attending in previous years.

This is exactly what we expected and prepared our presence at ICE for. We used the opportunity to showcase the success and growth of our company with a brand new booth design, double sized space, a record-breaking presence of our team and products, and to successfully attract many new customers from territories we are planning to expand in the next years, such as Latin America and African countries.

Based on your participation in the event, how would you describe the industry's current demands? What markets, verticals, and trends were the major sources of interest at the show?

Miroslav Valenta: The current industry demands are focused on offering high-quality, proven products for land-based casinos and arcades. At the same time, the fastest-growing segment is online gaming. The key is to be able to connect these two worlds into a common player experience, which we have successfully addressed.

For many years we've been developing a product strategy that allows us to offer the same games, platforms and additional solutions for both land-based and online segments. Thanks to this approach, we are now collecting the fruits. And our company structure, from product development to sales, is actually able to meet the expectations and ambitions of operators looking for a true omni-channel strategy.

The event comes as we enter a new year for the gambling industry. What is your assessment of the company's performance in 2024, and what should we expect from it in 2025? 

Stanislav Stanev: 2024 was a great year for SYNOT Group as we achieved many of our goals. One of the biggest successes in the land-based segment was obtaining a 10-year distributor license for the Bulgarian market. This step opens the door for further expansion in the Balkan region, which we see as one of the key areas for future growth.

Looking ahead to 2025, we’ll continue focusing on expanding our product portfolio in both land-based and online segments. A big part of our strategy is providing the SYNNET Casino Management System, which connects land-based and online gaming. We’re also growing our teams, especially in development, to help us push these innovations further. In terms of markets, we’re planning to strengthen our position in Europe, focus on markets in Latin America and expand our presence in African countries where we still see a lot of potential.