Michael Bauer, CPO/CRO at Greentube, chats to SBC Americas shortly after the company announced its launch in Pennsylvania. The firm is now live in all regulated U.S. iGaming states apart from West Virginia and has ambitious plans for these jurisdictions.
SBC Americas: How does this go-live align with your broader U.S. market expansion strategy over the next 12–24 months?
Michael Bauer: The Pennsylvania launch marks a significant milestone in our U.S. market strategy. It completes our presence across all the major regulated iGaming jurisdictions in the country—with the exception of West Virginia, which remains a relatively small market and one we are still evaluating strategically. This launch, combined with our recent entry into Delaware, means that we are present in the big existing markets and we’re ready to tackle next markets. There’s talk about Ohio, there’s talk about a few other states which will hopefully regulate igaming. So looking ahead, we are preparing for these potential opportunities.
Having established operations in core markets like New Jersey and Michigan, the addition of Pennsylvania significantly boosts our footprint and visibility in the U.S. It also enhances exposure for our game portfolio and benefits our studio partners who gain access to a broader audience.
One of our mid-term objectives is to secure a 5% market share in the U.S, and our expansion into Pennsylvania is a key driver toward that goal.
SBC: The U.S. is a hyper-competitive space—what’s your approach to standing out in a saturated market, especially at launch?
MB: The U.S. iGaming market is undeniably competitive, particularly from the operator’s perspective. With many operators offering similar content portfolios, differentiation becomes increasingly difficult. This is why it is important to have some sort of localization and where we see a critical opportunity as a supplier.
Our strategy focuses on meaningful localization—both in terms of game mechanics and tailored content. U.S. players have distinct preferences, often gravitating toward games they recognize from land-based environments. This includes classic stepper-style slots and familiar game mechanics.
For operators, bespoke content is a key differentiator that allows them to stand out in a crowded field. From a marketing standpoint, having unique games enables more compelling acquisition and retention campaigns. Our focus is to empower operators with localized, exclusive, and high-performance content that enhances their competitive edge.
SBC: What’s your take on player preferences in the U.S., what have you learned and how is Greentube tailoring content to meet this?
MB: What we’ve observed is a strong alignment between U.S. online player preferences and traditional land-based casino experiences. They like online games with mechanics that they would also be able to enjoy in casinos.
This is where we excel with our Diamond Cash series, the Piggy Prizes series, our stepper games like Silver Lux Big Win Spinner stepper and also our three-pot games that we’re now bringing to the market. We think that especially the stepper segment is interesting as these games offer fast-paced, easy-to-understand experiences with high win potential—elements that strongly resonate with U.S. players. The stripped-back style avoids unnecessary distractions and focuses on core gameplay, which we believe is a big part of their appeal. We are of course continually checking what is trending also in land-based casinos and trying to come up with mechanics that fit those main consumer preferences.
Additionally, having our own company in Las Vegas, with Greentube U.S., allows us to stay closely attuned to market trends and player behaviour. This local presence ensures we can react swiftly to evolving preferences and innovate accordingly.
SBC: You mention land-based preferences, at Greentube you’re currently going in the opposite direction, converting online games to land-based. Tell us about this.
MB: Yes, this something that is currently happening in the U.S. market where we’ve started our first tests putting Piggy Prizes on machines there. We’re not so far as we are in the UK, where the game is already on more than 600 machines in the market. But I am extremely confident that this game along with other premium titles will be rolled out further in the U.S.in the future.
The early feedback has been very encouraging, and we expect a wider rollout in the near future.
This initiative underscores our belief in the versatility and strength of our IP. If a game performs exceptionally online, we see no reason why it shouldn’t also thrive in a physical setting.
SBC: With U.S. expansion currently going to plan, how are things progressing in the rest of the Americas?
MB: In Canada, we’ve established a solid presence and are seeing positive momentum. However, we are now waiting for Alberta to regulate i-gaming to unlock further growth. We’re optimistic that we’ll see progress on that in the near future.
In Latin America, Brazil is a central focus. It’s a vast and dynamic market with tremendous potential. We already have a strong content portfolio in the region, but we recognize the importance of creating bespoke, localized games that cater specifically to Brazilian player preferences, and this is where our attention will be.
We’re also planning to leverage our content aggregator, Capecod, and use Brazil as an early adopter market for our new tech stack, Greentube Mynt. Beginning in Q4, we also aim to ramp up brand visibility through influencer and streamer-led campaigns to build awareness and engagement on the B2B2C front. On this front, we have quite a way to go, because our games are relatively unknown in the region. This is mainly due to the fact that NOVOMATIC was never present in the market, so there’s significant groundwork to be done. We’re not aiming for quick wins, but rather a sustainable and credible presence as a leading supplier in the region over the long term.
