Novomatic is the largest conglomerate of gaming companies on the planet, employing some 19,000 people. In 2011, it bolstered its interactive division with the acquisition of Greentube Internet Entertainment Solutions. Since then, it has launched a raft of titles, including player-favourite Book of Ra.
Greentube Interactive Entertainment was founded back in 1998 (as the much less easy to pronounce Dürrschmid&Reisinger OEG) and with a determined mission: to become the market leader in cutting-edge online casino software and game development. Two decades later, and its quest can be considered a roaring success.
The company has grown organically and via mergers and acquisitions. An undoubted game-changer was Greentube’s acquisition by Novomatic – one of the largest gambling and technology companies in the world. The takeover took place in 2010, and via Novomatic’s Astra Gaming subsidiary.
Since then, Greentube has taken a similar approach to M&A by snapping up development studios such as BlueBat Games, AbZorba Games, and Extreme Live Gaming. This has helped it expand its reach into new verticals like social casino and live dealer, while also improving its slots and table game development.
Greentube is headquartered in Vienna, Austria, but has additional subsidiaries and offices in Alderney, Gibraltar, Vancouver, Slovakia, and the UK. It employs around 1,000 people, and is headed up by Thomas Graf. It holds several licences, including permits with the Malta Gambling Commission and the GB Gambling Commission.
The supplier has a substantial portfolio of around 400 games across slots, table, poker, bingo, arcade and scratch. This includes smash-hit titles such as Book of Ra, Reel King, and Lucky Lady’s Charm. In addition, live dealer is offered via its Extreme Live Gaming subsidiary.
A major part of the supplier’s success has been its decision to take a mobile-first approach from the outset. This means most of its games are available to play on smartphone and tablet devices. Its prowess on mobile has been strengthened by bolt-on acquisitions such as Cervo Media, Platogo, and StakeLogic.
All told, Greentube is a powerful and sophisticated online casino software and game developer, whose growth and success shows no signs of slowing down.
Greentube is essentially the interactive division of Novomatic, and much like its parent company, it has a substantial product offering. It produces slots, table, live dealer, poker, bingo, social, scratch card and arcade games via its various business units and subsidiaries.
Slots and casino games are its biggest focus, however, and where it has found the most success with operators and players alike.
Greentube has a healthy portfolio of around 320 slots games. They come in a variety of reel formats – 3, 4, 5, 6 and 15 – and across a huge range of themes, from Egyptians to celebrities, via jewels, mythology, science fiction and water. Top-performing titles include Book of Ra, Lord of the Ocean, and Hoffmania.
The supplier’s games lag behind the likes of NetEnt, Quickspin, Yggdrasil Gaming, and Red Tiger Gaming when it comes to graphics and design – they are more traditional and simple in their look and appearance – but what they lack in style they more than make up for in substance.
With Greentube slots, it’s all about the maths and mechanics, and delivering a faultless experience to players. A lot of work has gone into building anticipation and excitement into its game – often without having to use massive jackpot wins – via high variance to ensure players are regularly rewarded.
Its slots also include expanding symbols, re-triggering free spins, and more. In Top o’ the Money, for example, the Colossal Reel Bonus can start prior to any spin; instead of a single reel, a large reel with a multiplier is displayed. The leprechaun spins the reel several times, and at the end of the feature the multipliers are added up.
Greentube’s portfolio is further strengthened by the addition of 13 table games that cover all the main staples – blackjack, roulette and baccarat – as well as more niche games like sic bo and three-card brag. Variants include Multiball, Vegas and Globe roulette, and Royal Crown, Lux, and Duel blackjack.
The supplier also offers four poker games: Jacks or Better, Joker Wild, Deuces Wild, and American Poker II. All told, it is a solid table-game offering that appeals to those who like the style and robust gameplay found on the supplier’s popular slots games.
In addition to slots and table games, Greentube also offers live casino via its Extreme Live Gaming subsidiary, which was acquired by Astra Gaming back in 2014. Live games are available across roulette, blackjack and baccarat; some are even streamed from the floors of land-based casinos.
All of Greentube’s games have been developed in HTML5, and are fully optimised for mobile play. This means they can be accessed via almost any smartphone or tablet device, regardless of operating system. They are available with operators such as Mr Green, LeoVegas, as well as casinos using platforms from NYX Gaming and SkillOnNet.
When it comes to slots, Greentube has developed several interesting reel systems and pay-line structures. In its AllPay variant, for example, there is no pay line and, instead, players win when three matching symbols land on three reels next to each other, starting with the first.
The developer is also a leader in the social casino space, where it is targeting land-based casinos in the US. Its Greentube PRO platform – developed by its BlueBat Games subsidiary – allows operators to offer players free-to-play versions of its games on desktop and mobile.
The platform also comes packed with marketing and retention tools, including player incentives and rewards – things like missions, tasks, progress bars and coins. Whether these innovations will eventually be rolled out across its real-money games remains to be seen, but it is certainly going down an interesting path.
Since its inception, Greentube has prioritised mobile development. When the company was founded twenty-odd years ago, smartphones were still another decade away, but the management team in place could already see the appeal of playing games on handheld devices.
Of its 320 slots games, 250 are available to play on smartphones and tablets. Each has been developed in HTML5, meaning it is fully optimised for the channel and offers the same rich graphics, crisp sounds and immersive game play as found on its desktop products.
Its long list of acquisitions includes several mobile development studios, which has not only allowed it to bolster its understanding of smartphone and tablet gaming, but also to push the boundaries and develop the state-of-the art technology required to deliver the top-notch player experience it has become known for.
Our top three Greentube slots
1. Book of Ra
9 pay lines
Desktop and mobile
Book of Ra is one of Greentube’s most successful online slots. Players enter a dark and mysterious tomb in the hunt for gold and treasure. There are several bonus features that help players on their quest for riches. Land five archaeologist symbols in a line to win up to 5,000x your bet. The main feature is the scatter, which is activated when three book symbols land on the reels. The pages flick open to randomly determine which symbol will expand during the 10 free spins. Book of Ra is a classic – and one every online casino player should try at least once.
5 pay lines
Desktop and mobile
Don’t hassle the Hoff, they say. Well, in this game you won’t – as the Hoff is here to help you win big. The game is set against a fiery background, and reel symbols include the Hoff, beautiful women, and the legend’s autograph. Golden Hoffs are the scatter, and when three land they activate five free spins. Players also win additional free spins or a multiplier if more than three scatters land. The game uses Greentube’s AllPay system, which means there is no pay line and, instead, wins occur when three matching symbols land on three consecutive reels.
3. Lucky Lady’s Charm Deluxe 6
10 pay lines
Desktop and mobile
Jackpot stands at 20,000 coins
Lady Luck is on the player’s side in this innovative 6×3 reel slot. Symbols include ladybirds, clover leaves and gold coins, and the aim of the game is to land five or six matching symbols on up to 10 pay lines that run from right to left. The game comes packed with features, including free spins and extra bets. The former is triggered by three or more Sapphire (scatter) symbols landing on the reels, with winnings across the 15 free spins tripled. The latter is activated by clicking on the “Extra Bet” button before making a wager, allowing players to bring and extra reel into play. Wagers are doubled, but wins can increase by up to 6x.
Greentube started with a very clear mission to bring top-quality online casino games and platforms to market. Part of this vision was to be a leader on mobile, too. 20 years later and the developer is at the top of its game, and with a product offering that covers all verticals and channels.
Its focus has certainly been behind the canvas and the technology firing away under the hood. This means that its games lack the visual magnificence of some of its younger rivals, but when it comes to the feel, flow, performance and reliability of its slots and table games, Greentube is unrivalled.
Its acquisition by parent company Novomatic back in 2010 added major weight to its reputation and prowess, and it has leveraged this and grown despite being under the spotlight as the interactive arm of one of the world’s largest gambling, gaming and technology companies – others could easily have folded.
It clearly keeps one eye on the future; its social casino proposition is impressive, and will undoubtedly act as a platform for new innovations and ideas that will be rolled out across its real-money products later. It is also in the driving seat to capitalise on the US online casino market as and when it becomes more widely regulated.
Back home, fans of Greentube (and Novomatic) slots will continue to have their hunger satisfied with the supplier’s roster of new games coming to market. Its most recent portfolio additions include Treasure Gate and Queen Cleopatra, offering a step up when it comes to graphics and animations.
If it continues to improve in this area, Greentube will undoubtedly cement its position as top-tier online casino software and game developer, and will have the likes of NetEnt and NYX Gaming looking over their shoulders a little more often.