ICE 2018 Showcases Number of New Technologies Including NOVOMATIC’s AR App


ICE Totally Gaming is one of the biggest and most important meeting places for gambling industry representatives from all over the globe. ICE 2018, taking place at London’s ExCel, was no exception, bringing together key stakeholders from the world of online and land-based gambling.

This all-encompassing event saw numerous leading companies using the unique opportunity to showcase their latest technologies and innovations, unveiling new games and gaming tools to revolutionize the world of online gambling.

Everyone and anyone from the gaming world was present at ICE Totally Gaming 2018 in February, including representatives from leading software developers like NetEnt, Microgaming, Big Time Gaming, Play’n GO, and NOVOMATIC.

Clearing the Path for Augmented Reality

In the sea of interesting and breath-taking inventions, NOVOMATIC truly managed to steal the show with their NOVOMATIC AR App. The Austria-based company presented a product that allows land-based casino operators to bring the full range of NOVOMATIC slots to their floors with a simple but highly effective mobile app.

The app enables potential customers (casinos) to have the machines virtually deployed on their floors using the Augmented Reality technology, providing them with a real feel of what the environment would look like with these games in place. Additionally, operators can also see some of the company’s landmark games such as Dolphin’s Pearl and Book of Ra in action.

Although NOVOMATIC primarily deals with delivering content for land-based casinos, which this AR app should help them do even more efficiently, the company has been present online as well recently. Many popular NOVOMATIC slots can be played at a number of casino sites, some of which even offer free spins no deposit bonuses. Unfortunately for land-based players, this is the practice that traditional venues haven’t adopted as of yet.

Novomatic Augmented Reality Book of Ra

Other Industry Leaders in Action

As mentioned, NOVOMATIC was just one of many companies that used the opportunity at ICE 2018 to showcase their new products and innovations. Other industry leaders such as NetEnt and Microgaming also had a lot to offer to those in attendance.

NetEnt was particularly active during this year’s ICE Totally Gaming, as they announced partnerships enabling them to develop two slots based on popular TV shows, namely Narcos and Vikings. With this, the company continues to expand its offering of branded slots and confirm its position as one of the market leaders. In addition to new slots, the Swedish company also unveiled a fully immersive 3D casino wit live dealers.

Microgaming also used ICE 2018 to present two new slots, namely Playboy Gold and Fortunium. More importantly, the developer announced their plans to expand through a network of independent studios working exclusively to develop new games for Microgaming. By doing this, the company hopes to not just improve the number of new titles they produce every year, but also improve the versatility and appeal of their offering.

With everything we saw at ICE 2018, it is clear that all segments of gambling industry are booming and are slowly beginning to merge. NOVOMATIC’S AR App is perhaps the best proof of this merging, where the barrier between virtual and real casinos is slowly starting to disappear.