SUZOHAPP: "The focus for 2025 is to re-energize the company and be that partner that everyone who's worked with us knows"

From January 20 to 22, Barcelona hosted ICE 2025, the first time the major gambling show was held in the Mediterranean city. Over the three days of the event, the main players in the industry gathered for a historic edition, which drew thousands of professionals to explore the latest technologies and innovations.

Within the context of the show, Yogonet held an exclusive interview with SUZOHAPP's Geoff McDowell, President; and Jim Kirner, Sales Director, North America. The conversation, held on the last day of ICE, was the perfect opportunity to catch up with the recently appointed executives, who joined the supplier in October and January respectively.

What has the show been like for SUZOHAPP?

Geoff McDowell: Everyone was interested to see what Barcelona was going to be like for ICE, given the relocation from its former home of London, but we're very impressed with what they've done. It's a very big show, but at the same time really easy to navigate. I've been going to London for 20-plus years, but Barcelona has proven a good choice to host ICE. The facilities are great, and it's a very nice and quite affordable city.

In terms of what the show's been like for us in particular, I would say we've had a great turnout. Not only customers from Europe, but also US customers, South African customers... I've had some of my old Australian customers here as well. We enjoyed the response we've had here at ICE.

What were those approaching the stand most interested in learning about? What products drew the most attention?

Geoff McDowell: We had a lot of customers come over and explore the products we generally sell to them: display technology, printers, coin acceptors, bill validators, buttons... But sports betting has also been a major source of interest. People are interested in learning how we innovate in this space and what we bring to the market.

I rejoined SUZOHAPP four months ago, and one of my jobs is to refocus the company to innovate again; to find new partnerships and bring new products to our customers, whether they are in Europe, the US, Asia or Australia. Our mandate is to innovate and come up with solutions that are interesting to our customers.

Jim, your appointment is very recent. First of all, congratulations! And second, what are your main tasks under the role?

Jim Kirner: I look at the US and the wider North American market to reengage with our OEMs, as well as our casino customers, and revitalize those communication chains. It's about rebuilding that partnership and getting us back on track to what the SUZOHAPP brand has historically and culturally always been.

We do have new technology that can make a difference, from brand-new buttons to sports betting and printers... Customers are coming back and asking us — "What else can we do with you?" The response has been great.

Geoff, you previously worked for SUZOHAPP in the Asia-Pacific market before rejoining last year, correct? What can you tell us about that previous experience?

Geoff McDowell: I worked in the Asia Pacific from 2012 to 2018 since SUZOHAPP bought my company, Transcity Group. I love the company. Coming back is very familiar for me and I was very excited to rejoin. But we're not the same as we were five years ago. We want to get back to our grassroots and grow the company.

We've got a bit of work to do, but the focus for the year is to re-energize the company and be that partner that everyone who's worked with us knows. The goal is to bring more innovation, new products, and grow our partner network across the globe... in one word, "refocusing" is the major goal in 2025 and onwards.

Given the global nature of the event, were you able to catch up with North American customers at ICE, Jim?

Jim Kirner: Absolutely. It's a genuine surprise for me. In fact, literally right before this interview, I was talking with a North American customer. So, the answer is yes. We hold a lot of licenses in the United States, which makes us a very interesting company to partner with. We serve a lot of markets, and a lot of Native American customers and a surprising number of them are here this week.

Geoff McDowell: We also received plenty of South American and African customers as well... But given my experience with the Australasian market, it was a nice surprise to have a lot of people that I've done business with over the years to come back to the booth to re-engage. The response has been truly global. It's not just European.

One of the targets for this year is to help companies from Europe and other parts of the world enter the US market by leveraging SUZOHAPP's products or becoming our partners. But at the same time, US people want to come across to Europe and do business there. Suppliers ask us about entering markets that are new to them, and we have great infrastructure, logistics and people to help them expand their businesses, on both sides of the pond.

Geoff, you mentioned that "refocusing" is a major goal for the year. Can you tell us a bit more about SUZOHAPP's plans for 2025?

Geoff McDowell: There are many sides to that question. As for our existing supplier relationships and partners, re-engaging with them is a key goal, giving them a brief on what to expect for the next two years and how we are going to change and grow. The key is working together to be more effective in the markets that we partner in, and those are conversations I've been having with our partners since I rejoined SUZOHAPP.

But our plans also encompass new partnerships and new products that we want to bring to the market. We are having very interesting conversations in Europe, looking at the markets in which we can help our partners expand. I'm seeing new opportunities, not only here but also in the US, as I mentioned before. It's all about aligning our partner's goals with the growth we project for the company in the next two years.