FBM® stood out at ICE London with the customisable Auria and ergonomic Galaxy II and Shadow III cabinets

Vitor Francisco, Director at FBM gave an interview to SoloAzar about the firm's presence at ICE London, held from 6-8 February at ExCeL London. Vitor commented on what was rewarding about being at ICE London: "It was gratifying to witness the tangible results of our efforts in showcasing the best of our casino gaming offering," said Vitor. He also talked about how FBM is staying ahead of new trends, including AI, researching, and optimising services to provide a better user experience.

​What novelties have you presented at the last edition of ICE in London?

​This year, FBM presented plenty of exciting releases in the world of casino gaming. We showcased brilliant slots and video bingos, available to play on our customizable Auria and ergonomic Galaxy II and Shadow III cabinets.

Our improved version of Reel Strike® stole the show in the slots category, featuring Luck Has Arrived as a common feature on Wu-Lóng Empire™ and Noelani Fortress™, while our Progressive Series multi-game bundle made its debut in the video bingo segment, offering an adrenaline-packed experience with Multipots’ bonus levels and chances to win Mini, Major, or Grand prizes in titles like 30 Mania! ™, Rubingo™, Bingo-Go, Cash O'Clock™, and Catch the Gold™.

Could you describe how was your presence at ICE booth?

Our presence at ICE London 2024 was incredibly rewarding. There were three days of intense hard work and dedication from the FBM and FBMDS teams, but the preparation started a long time ago. Being creative and disruptive in this industry is a constant battle, but we took the challenge with open arms and gave our all in every field. From developing new casino games to launching breath-taking casino cabinets, our intention was to spread the lights on a trade-show that is very important for us at the FBM Group.

This year, we really noticed a different kind of attention towards our booth and our products, showing we are on the right track to keep offering innovative solutions that the industry is actually craving for. We forged meaningful partnerships, had numerous networking moments, and launched astonishing products that captivated the audience that stopped by our booth.

In commercial terms, what is your evaluation? Did you achieve the goals proposed? Did new collaborations or business alliances emerge?

In commercial terms, our evaluation is positive. We successfully connected with the players from different parts of the globe, gained valuable insights, celebrated new connections with casino operators and partners, reconnected with existing clients, and generated promising leads. We're confident that these achievements will help us towards achieving our goals for the year and expanding our presence in key markets.

What aspect can you highlight about the changes and the future of the industry? How is the company preparing for it?

When it comes to the changes and future of the industry, FBM is embracing technology and staying ahead of trends. In the world where customers are more and more demanding, try to fulfill those needs and desires by creating casino games that are deeply aligned with the local players (being in a cultural aspect, emotional context or on a lucrative point-of-view) and by launching immersive gaming experiences that benefit both operators and players.

When talking about new trends? Do you use artificial intelligence for your products, services or user experience?

While AI is increasingly relevant in the gaming industry, FBM is actively exploring its potential to optimize our products, services, and user experience. We recognize the importance of embracing AI technologies and are committed to exploring new ways to enhance our offerings in the world of casino gaming.

What aspects can you highlight from the last edition in London? And how are you preparing for Barcelona 2025?

The last edition of ICE in London was truly remarkable for FBM. The ambiance of the event was unmatched, offering an ideal platform to build new alliances and strengthen current partnerships. Our products got fantastic feedback from the attendees, which again reflects the culmination of months of preparation and dedication. It was gratifying to witness tangible results from our efforts as we showcased the best of our casino gaming offerings.

As we look ahead to Barcelona 2025, we’ll continue the momentum and energy of our Champion DNA. We understand the importance of innovation in staying ahead in the industry, and we are already preparing to introduce new products that actually make a statement.

Source: SoloAzar

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