Trade Show -
NOVOMATIC Italia confirms its participation at ICE 2026, the most important international event dedicated to the global gaming industry, which will take place in Barcelona from January 19 to 21. Within the more than 5,000 sqm of stand no. 3P40, the NOVOMATIC AG Group will showcase a comprehensive overview of the solutions that define its leadership in the international market. Inside the very large NOVOMATIC stand, visitors will be able to immerse themselves in a 360° experience of the offerings from the various national branches. In this context, NOVOMATIC Italia will present its portfolio for the Italian market, ranging from land-based gaming technologies to digital platforms, as well as payment services and solutions for online and PVR.
The presence of NOVOMATIC Italia at ICE represents a strategic moment to share with operators and stakeholders a vision of the future based on innovation, reliability, and security. The company will bring to the exhibition a range of products and services designed to meet the needs of all operators, with particular attention to the innovations that will shape the Italian market in the coming months.
Among these, the exclusive launch in Italy of the first Xtension Link title on the NOVOLINE VLT platform stands out. This debut marks the entry of the well-known Xtension family into the Italian market and represents an important step in the evolution of the VLT offering. Xtension Link titles deliver high-impact visual content, advanced features, and innovative mechanics, designed to ensure an engaging and immersive entertainment experience for all players.
Great attention will also be given to NOVOLINE Easy VLT, a project developed within the VLT Business Unit, aimed at making this segment increasingly intuitive, cashless, and customer-experience driven.
NOVOLINE Easy VLT introduces the concept of virtual currency, enabling a more intuitive, efficient, and cashless customer experience, also thanks to the possibility of linking the Easy VLT gaming account to the APay E-Wallet, thereby integrating the NOVOLINE environment with the ADMIRAL Pay services ecosystem.
This solution represents a bridge between the physical and digital worlds, allowing operators to expand their offering and enabling players to find their favorite content online, with the same reliability, recognizability, and quality that have always distinguished the NOVOMATIC brand. The Quigioco platform will be the first to begin the certification process to officially integrate this new game server, confirming its pioneering role in bringing the experience of Italian AWP titles online, in a logic of continuity and enhancement of retail know-how.
Alongside VLTs, the AWP segment will take center stage with a series of innovative solutions designed to combine technical reliability and player appeal.
During ICE, new titles developed entirely in-house and specifically designed for the Italian market will be presented, together with the new Game Club VIP gaming board featuring seven entertainment worlds, ranging from classics to arcade, some of which include Lock’n Win mechanics selected to provide a premium experience. Alongside these product innovations, NOVOMATIC Italia will present a new strategic project developed by its AWP division, marking the company’s entry into the direct development of a digital game server for online gaming, created in Italy. The project enhances the know-how developed over time through Novoelsy, a historic brand and benchmark in the AWP segment, extending the experience of the most successful retail titles to the digital world and creating continuity between retail and online.
The digital ecosystem and payment services: ADMIRAL Pay and Quigioco
Participation at ICE will also be an opportunity to present the digital ecosystem represented by ADMIRAL Pay and Quigioco.
Quigioco is NOVOMATIC Italia’s online gaming brand; the website www.quigioco.it integrates technology, user experience, and gaming content into a complete and competitive online offering. The recent platform restyling aims to reinforce Quigioco’s competitiveness in the national landscape and strengthen brand awareness, following the successful award of the remote gaming license. Quigioco looks ahead to 2034, ensuring a modern, safe experience compliant with the highest regulatory standards, supported by a continuously growing PVR network.
In this context, ADMIRAL Pay confirms itself as a benchmark brand for player services, thanks to its digital wallet solutions with the APay E-Wallet.
With a strong focus on digitalization and transaction security, the APay E-Wallet offers “phygital” solutions, integrating in-app operations with the possibility to carry out services in-store as well, including through the new range of Novocash VLT and X6 change machines.
For operators, payment management becomes simple and secure thanks to the APay Station, a reference point for top-ups and quick transactions, and a new terminal integrating advanced features such as:
• APay E-Wallet cash top-up
• cash withdrawal
• payment of pagoPA notices and other bills
• top-ups via any credit or debit card
These solutions represent competitive and benchmark models even in an international context, capable of meeting the needs of the gaming sector in a market increasingly oriented toward digitalization. Today, ADMIRAL Pay provides the Italian market with concrete solutions to meet the growing requirements for tracking financial flows of online gaming accounts and, at the same time, offers scalable and adaptable solutions for international markets, already adopted in Germany and expanding into new European markets, including Croatia.
NOVOMATIC Italia looks forward to welcoming you at ICE 2026, at the NOVOMATIC stand no. 3P40, to experience firsthand the innovation that will drive the industry in the coming years. It will be an opportunity to meet the team, explore the latest developments, and share a common vision for the future of responsible and technologically advanced gaming.
The Barcelona event confirms itself as a leading international showcase, where NOVOMATIC Italia aims to reaffirm its role as a key player, with solutions that combine entertainment, security, and sustainability.
