Greentube’s Chief Financial Officer Michael Bauer argues that European online casino markets still hold significant value despite increased regulatory pressures and global markets offering new opportunities. As Greentube sets its sights on London in July, Bauer notes that the company has a plethora of strategic objectives in Europe as it continues to be a key global player.
iGaming Expert: A lot of attention has been placed on Greentube’s presence in the Americas this year, but it cannot be forgotten that you are a European powerhouse. What developments has Greentube been working on in Europe throughout 2025?
Michael Bauer: While expansion in the Americas and other markets around the world is a major objective for Greentube, Europe remains a key focus point for us and remains strategically important. This year, we’ve continued to strengthen our position in the European market by focusing on three main strategic initiatives: pushing localised content in key regulated markets like Italy and the Netherlands, expanding our presence with key partners and enhancing our marketing efforts. We can see that this increased focus is paying off in Italy, Romania and the Balkan region, where we see above-market growth. In addition to this, we are selectively launching our new key titles on land-based machines, and we see strong results in the UK and Luxembourg.
iGX: The Greentube team has been busy releasing plenty of games throughout the year so far, but which ones would you particularly like to highlight as you head to London?
As always, we want to ensure our clients are regularly supplied with quality games throughout the year, but the emphasis here is on quality, not quantity. We are heading into iGB LIVE in London on the back of two very strong quarters for us in terms of the games we’ve released. We’ll be showcasing our very popular Diamond Link™ series, which continues to grow and innovate with every new release, but the event’s main focus will be on our Game of Q2, Trinity Treasures™ – Wukong.
This game launches in early June and is a three-pot adventure slot that has all the ingredients to be a big hit with players. Another slot series that keeps building a huge player base is Piggy Prizes™. We launched Piggy Prizes™ – Wand of Riches 2™ in Q1 this year, and it has become an instant hit globally.
In London, we will present Piggy Prizes™ – Coins O’Plenty™, which builds on what players love about these slots and now offers them the Xtreme Bet feature, giving players increased volatility and activity.
iGX: What conversations are you envisaging having this year with the European clients, aside from driving commercial value?
This is always a great event to catch up with existing customers and meet potential new leads, and our calendars are filling up very quickly. One of the exciting topics we’re looking forward to discussing is exploring the potential of our new tech stack, Greentube Mynt, and the roll-out plan that we have in mind. On top of this, the main priority is to get feedback from customers on how we can support their growth and how we can build stronger and more strategic partnerships.
iGX: Regulation and evolving regulations have been in the headlines in Europe during the last 12 months. How is Greentube reacting to these developments and does it impact the way you operate?
Greentube has always placed the utmost importance on being fully compliant and only operating in regulated markets. Our legal and product teams work in tandem to stay ahead of developments like stake limits, advertising restrictions, and mandatory player protection features. This has meant recalibrating certain game mechanics and marketing functionalities to align with country-specific frameworks. While it requires significant investment, we view it as a long-term differentiator—being a partner operators can trust to navigate complex regulatory landscapes.
It also pushes us to innovate responsibly, ensuring entertainment remains balanced with social accountability. What we experience more and more, unfortunately, and that is also the feedback we receive from our customers, is that overregulation is becoming a significant threat to regulated casinos. We have seen sharp declines, for example, in the Dutch market because of new restrictions imposed, and in Germany, the regulated business is declining month by month. That doesn’t mean of course that people stop playing as the unregulated casinos are just one click away.
iGX: Are there any sneak peeks you can offer our readers ahead of your appearance at the Excel?
I don’t want to give too much away, but I can say that we’ll be celebrating this debut in London with a brand-new booth design that has been developed with this event in mind. We will also be very present in terms of advertising in and around the venue, so keep an eye out for that!
iGX: Finally, what can we expect to see from Greentube throughout the remainder of the year both at conferences and on the product side?
Our games roadmap for the rest of the year looks very exciting, and I think our customers will enjoy the innovative new titles we’ll be releasing. The rest of 2025 is about continuing to push boundaries both creatively and technologically, not only for the games we produce, but also for how we promote them. We will be exhibiting at the SBC Summit in Lisbon and G2E in Las Vegas, and we’re already working extremely hard to make sure those two events are an unforgettable experience for visitors. In addition to this, our sales representatives will of course be attending all the main shows for the remainder of the year.
From a markets perspective, we are increasing our presence in markets that are still offering major growth opportunities for us, which are the ones where we have recently gone live, such as Brazil and South Africa, or where we are still underrepresented, such as the US.
