Inside Kenya’s growing gaming market: An exclusive talk with EGT’s Zsuzsanna Zeibig

Euro Games Technology (EGT) is a manufacturer of gaming equipment with leading positions on a global level. The company's portfolio includes slot machines, video slot games, roulettes and casino management systems. EGT currently has 28 international offices and its products have presence in over 100 countries worldwide.

Zsuzsanna Zeibig is a Sales manager at EGT, responsible for the Kenyan market. Her extensive experience and knowledge are focused on developing the company’s regional sales activities.

• Innovation in Gaming: What sets EGT apart in terms of innovation and design philosophy within the competitive slot machine market?

To maintain our leadership positions in the global gaming industry, we constantly strive to offer innovative solutions that best suit players' tastes and preferences. But we don't stop there.

Innovation is at the heart of our business. This is why we have a forward-thinking R&D department that keeps us at the forefront of industry trends. The knowledge gained over the past 20+ years is a valuable foundation from which we build modern solutions to enhance the experience with attractive game features and bonuses, captivating audio and visual narratives, modern casino systems, and overall player comfort.

The customer preferences are now much more dynamic. We are happy to respond quickly to emerging needs, and we have the capacity to do so. Our philosophy is to be where our partners want to go so we can help them achieve their goals. These are just a few reasons why EGT's products are a favorite among players in many casinos worldwide.

• Focus on Player Experience: How does EGT prioritize the player experience when developing new slot machines and games?

Our number one priority is keeping players happy, which means we focus on providing them with the best gaming experience in multiple ways. The key to this is the highly personalized products we create based on numerous in-depth analyses of gaming audience preferences and behavior.

For example, the slot cabinets from EGT's latest General Series feature frameless HD displays with exceptional visual clarity, giving a sense of complete immersion in our company's fascinating gaming world. Considering the players' experience and comfort, our VIP models are equipped with a comfortable multimedia chair that allows players to control the main game functions with a single move.

Our portfolio is player-centric, and we offer a variety of slot cabinets and games, multiplayer solutions, jackpot systems, and bonus features. These are created based on our excellent relationships with partners and players, taking into account the specifics of the market and our accumulated experience. This process never stops, and we are constantly working on improving various aspects to always offer the best solutions.

• Global Expansion: EGT has a vast international presence. Can you elaborate on your strategies for entering new markets and catering to diverse player preferences?

Each market has its characteristics, and we must understand them perfectly to choose the right approach to enter it. We do extensive research, based on which we develop a detailed strategy that includes multiple elements—from the operators we need to contact to the products we will offer and our short-term and long-term goals.

Kenya, in particular, is developing both its land-based and online gaming industries. Fortunately, the market is not heavily regulated, and while more licensing requirements are expected to be introduced this year, I expect installations of EGT’s products to continue at full strength. Currently, the multigames from Hot and Fruits Series are very popular among players here who are looking for them on the local casino floors. I believe that our Premier slot cabinets, in combination with Purple, Fruits, Green, Orange, and Red Collection mixes, are also shaping up to be favorites of the local gaming audience and will appear in more and more gaming venues across the country in the future.

Тalking about diverse player preferences, I must also mention the variety of iGaming products that EGT Digital offers. As for the developments in the online sector, I see great potential in EGT Digital's jackpot products, as they offer many features that bring additional chances to win and have fun. This is a unique concept for the Kenyan market.

We concentrate our efforts mainly on promoting EGT Digital's Gaming Aggregator, which is a part of our iGaming platform X-Nave and can function both as part of the complete solution or independently, so it can be integrated with developments of other providers. This will allow online casinos to offer their customers a more extensive variety of gaming products. X-Nave's Sport product, including a sports betting module, as well as the platform as a turnkey solution are also generating huge interest among local operators.

Our success in over 100 markets worldwide is a testament to the effectiveness of our market entry strategies. Our portfolio includes products that are compliant with multiple markets and solutions developed particularly for jurisdictions with more specifics or restrictions. We are adept at finding the best way to enter a given market, and our extensive global presence is a clear demonstration of this.

• Responsible Gaming: How does EGT integrate responsible gaming practices into your products and collaborate with casinos to promote responsible play?

EGT's mission is to improve how the gaming industry works and is perceived. We actively promote our products' strong entertainment aspects and collaborate with partners, regulators, and fellow manufacturers to maintain and develop this positive trend. Euro Games Technology's commitment to ethical behavior builds trust with our customers and enhances long-term profitability by creating a safe and enjoyable gaming environment. Prioritizing responsible gaming is crucial for safeguarding both players and the industry's integrity.

• Future of Gaming: What are your thoughts on the future of the casino industry and slot machine design considering technological advancements?

The most significant change to slot machine design in recent years is incorporating predictive artificial intelligence (AI) into the machine software. This, combined with random number generators (RNGs), allows casinos to gain valuable data about their customers’ behavior and preferences. Now, operators can offer players personalized gaming experiences, giving them exactly what they need. This trend is not just a current development but a path that will continue to evolve and expand, promising even more exciting possibilities. Also, storytelling and visually appealing game themes will play an increasingly important role, accompanied by innovative gameplay mechanics.

• Sustainability in Manufacturing: Does EGT have any sustainability initiatives in place for the manufacturing or materials used in your slot machines? 

EGT strictly applies environmental norms in its production activities. Our factories are built entirely with materials meeting all requirements for energy efficiency. We work only with the so-called green steel, low-carbon steel, during the production of which carbon emissions are many times lower than standard steel. Again, to reduce our carbon footprint on the environment, we recycle residual materials.

The idea of making ​​investments in renewable energy sources is also not foreign to us. This is a mandatory condition for reducing greenhouse gas emissions and their adverse impact on the planet's climate and is an essential part of EGT's corporate social responsibility policy.

We are currently working on projects for two photovoltaic plants for our factories, which will be commissioned very soon.

• Employee Training and Development: What emphasis does EGT put on employee training and development, particularly for those involved in game design and engineering?

At EGT, we recognize that our people are our most valuable asset. We are committed to providing our employees with a variety of opportunities to acquire new knowledge and skills and to develop professionally. One of our values is 'Playing in the right team'. It reflects a model where we encourage our talents to share their experiences and knowledge to achieve a common goal. This collaborative and supportive environment ensures that new things are constantly being learned and that our people stay motivated and engaged.

Our specialists are well-prepared, and a substantial percentage have been part of the company for a long time. They often give lectures, participate in seminars, lead trainings, encourage implementing new practices, and develop a sense of innovation in the industry. We strive not only to perceive trends but also to anticipate them with experience, research, and analysis of results.

• Awards and Recognition: EGT is known for winning awards for its slot machines. Can you share what these recognitions mean to the company and how they motivate future innovation?

Yes, we are well known for our high-quality products and services, and we are honored to receive recognition for them in the form of prestigious awards from renowned industry competitions. These achievements confirm that we are moving in the right direction and inspire us to continue creating innovative gaming solutions and contributing to the improvement of the industry as a whole.