NovoCafè: when entertainment becomes space, identity and connection

It is not just a new technological island. It is a different way of interpreting the point of sale.

NovoCafè was born from a simple idea: entertainment today is no longer just a function. It is experience, order, and recognizability. It is something that is perceived even before it is used.

NOVOMATIC Italia developed it together with venue owners and operators, starting from real-world experience rather than an abstract model, building on what truly works in the day-to-day management of spaces.

At its core is Ludus: a cabinet selected by the market that has, over time, become a familiar presence in Italian venues, not by chance, but thanks to its consistency, reliability, and recognizability.

Around it, a modular structure reshapes how space is organized: up to six stations, integrated systems, and a more orderly and clearly structured area.

Technology also plays a key role here, not as an addition, but as an integral part of the system. NSTREAM enables simple, direct, and continuous management of in-store communication, with content that updates seamlessly and without operational burden.

There is also an element that can no longer be secondary: how a space presents itself.

Because entertainment is experienced through the eyes before the interaction begins. A clear, orderly, and coherent environment completely transforms the perception of the experience.

APay Station also fits into this framework, not as a standalone feature, but as a point of connection between the physical and the digital, between the point of sale and the online world.

It is a system that integrates cash-in, cash-out, and top-ups for the APay digital wallet, creating continuity across different channels.

This is where the project takes shape: not as two separate worlds, but as a single ecosystem that expands.

Ombretta Di Monte, AWP Sales Director – NOVOMATIC Italia

“This is not about adding complexity, but about simplifying what is already complex in reality. NovoCafè originates from the concrete needs of venue owners and operators: simple management, clear results, and everyday reliability. Today, the point of sale is not just about function, it is also about recognizability, and this changes the way spaces are designed. Solutions like Ludus and NovoElsy come from the market, not from theory. APay Station represents a natural step forward: it connects the physical and digital worlds seamlessly, making the experience more continuous and integrated.”