In a crowded marketplace for operators, Novomatic Gaming UK is giving customers the tools to stand out, with cabinets such as those from the VIP X range and titles from the Magic Games Premium HD compendiums performing “exceptionally well” across the country. Speaking to Coinslot, head of marketing Paisley Jones explained “these are products that venues know they can depend on.”
Coinslot: What are the ‘must-haves’ on your stand at EAG and why are they the products that will make the difference for operators this year?
Paisley Jones: The must-haves on our stand are the products that clearly demonstrate how NGUK helps operators stand out, engage players and optimise performance.
The VIP X cabinet range including the VIP X Royal, VIP X Dream and Galaxy cabinet is a great example of this, combining striking design with a premium player experience that commands attention on the gaming floor.
Equally important is our latest game content, titles such as B3 NovoLine’s Piggy Prizes Wish of Riches and the expanded Magic Games Premium HD Cat C and B3 compendiums show our commitment to delivering variety, depth and proven appeal.
Alongside this, the NOVO Cash X10 highlights how NGUK supports operators beyond gameplay, offering smarter, more efficient cash management solutions that enhances both the player journey and day-to-day operations.
Coinslot: London provides the perfect platform for your best sellers and the reliable favourites. Going into the show, what products have been pulling up trees and how did they perform in venues last year?
Paisley Jones: EAG is an ideal stage to showcase products that have already proven their value in venues across the UK from bingo halls, arcades to casinos.
Over the past year, the NovoLink Rise of the Dragon Jackpot has consistently delivered strong results, becoming a recognisable and trusted performer across UK casinos. Its visual presence and engaging mechanics have translated into a player favourite!
Our Diamond X 2.32, 3.32 and JCurve cabinets continue to be firm operator favourites, accounting for 44 percent of our machine sales in 2025. They deliver exceptional performance across all venue types and are particularly strong as electronic table gaming cabinets in casinos, with the Diamond X 2.32 proving especially popular as part of our NOVO Unity offering.
Additionally our state-of-the-art NovoLive Studio, which operates 24/7, 364 days a year, has delivered another outstanding year in 2025. We’re excited to share these results and insights at this year’s EAG.
Finally, our Magic Games Premium HD Cat C and B3 libraries have also continued to perform exceptionally well, with operators valuing the combination of reliability, familiarity, adventurous titles and features.
These are products that venues know they can depend on and our attendance at EAG allows us to reinforce why they remain firm player and operator favourites.
Coinslot: Talk us through new launches and any new deals or partnerships you’re planning over the coming months?
Paisley Jones: EAG is the perfect opportunity to share with operators what’s to come for the months ahead.
We’ll be using the show to highlight our 2026 product and content roadmap, giving operators a clear view of what’s coming and how NGUK continues to invest in innovation.
Piggy Prizes Wish of Riches is a key launch for us, building on the success of the first title and demonstrating how strong online IP can transition successfully into land-based gaming environments. Along with January’s B3 NovoLine release, Asian Flower plus, we are starting the year as we mean to go on, with new characters, fresh features and a plethora of exciting titles in the pipeline.
Coinslot: Are you looking to break into new markets or territories?
Paisley Jones: Our primary focus remains on supporting and growing our presence within the UK and EAG provides the perfect forum for those discussions, allowing us to engage with operators to understand emerging needs and identify where NGUK’s portfolio can evolve to meet future demand.
The dependables
Paisley Jones said… “These are products that venues know they can depend on and our attendance at EAG allows us to reinforce why they remain firm player and operator favourites…
