The importance of having participated at G2E 2024 for Merkur Gaming is highlighted by Juliane Engelking, Head of Customer Experience, who begins this interview by telling us that "The G2E 2024 has been an outstanding success, surpassing all of our expectations. One of the key innovations we introduced this year was our sleek and elegant new booth design, which not only highlighted our products beautifully but also drew a substantial number of curious and engaged visitors to our stand. Our diverse product lineup, ranging from Multigame to Linked Progressive Jackpot Solutions, embodied through the new modular Mod Ex cabinet family, was a major attraction and a central reason for our exceptional success at the show.

She added "Another significant innovation this year, of which we are particularly proud, is our collaborative presence with our strategic partners, Spintec and Gaming Arts. This partnership allowed us to showcase a more comprehensive range of solutions, enhancing the overall visitor experience by offering additional opportunities for exploration and interaction across various products of the industry".

Concerning the stand that Merkur Gaming presented at the show, she said that  "One of Merkur’s standout features at G2E is undoubtedly the impressive two-story booth, which has consistently been a major draw for both customers and visitors. This unique design not only provided a visually striking presence on the exhibition floor but also created the perfect setting for in-depth conversations. The upper level served as a retreat for more private discussions, offering an extensive selection of food and beverages, while also providing a fantastic panoramic view of the entire Merkur stand and the exhibition hall.

This year, we expanded our stand even further, adding more two-story space, which contributed to an ideal lounge atmosphere for meaningful business interactions.

Added to this, our large LED wall above the stand and the clear digital signage solutions across our products caught immediate attention, creating a welcoming environment with sleek lines and a strong sense of comfort. The feedback from visitors has been overwhelmingly positive, as they appreciated besides our product portfolio both the functionality and aesthetic appeal of the stand, which allowed for both engagement and relaxation".

How does your new booth design contribute to improving visitor interaction and creating a lasting brand experience?

Creating a cohesive and consistent booth concept is crucial for delivering a strong brand message. From the layout to the product presentation, every detail – including the overall tonality – needs to reflect the brand identity. At G2E 2024, we achieved this with a well-thought-out design that showcased a unified and polished image of Merkur. The clear division of space and the thoughtful arrangement of products helped guide visitors seamlessly through our offerings while reinforcing our brand's core values. The stand personnel also play a significant role and make a major contribution to this.

Additionally, our collaboration with Spintec and Gaming Arts blended perfectly with the overall stand design, reinforcing the message of partnership and innovation. The integration of their products felt natural and aligned with the aesthetic and functional flow of our booth. Finally, it should be mentioned, that the tournaments in the ETG area, organized by Spintec, attracted many visitors and were finally a great success for everyone.

Looking at the future

Following your participation at G2E, what key message would you like to convey to potential new customers or partners about your featured products?

This year at G2E, it became undeniably clear that our exceptional product portfolio meets the diverse interests and needs of all customers. Whether it’s our modular Mod Ex cabinets, an extensive game portfolio tailored for diverse markets, or our expertise in Electronic Table Games through our partnership with Spintec, Merkur offers comprehensive solutions across the board. Our deep understanding of the U.S. market is further enhanced by our collaboration with Gaming Arts, making us a versatile partner in that space.

In addition to land-based gaming, we cover the online gaming sector, with edict egaming as the distributor of our games and Bede Gaming as the platform provider. Moreover, with our GeWeTe cash handling solutions, we ensure seamless financial transactions, providing end-to-end solutions under the Merkur brand. The key message we want to convey is simple: there’s nothing we can’t do. Our diverse and integrated offerings make us the ideal partner for customers and stakeholders across all segments of the gaming industry.

How important is optimizing the customer experience for your short-term goals, and how do you plan to further enhance the customer journey in the future?

Customers are the most valuable asset for a company's economic success. Therefore, all strategies and decisions must be customer-centric in order to achieve both short-term and long-term success. Optimizing the customer experience is crucial to our current goals, as it directly influences satisfaction, loyalty, and brand perception.

Looking ahead, we plan to place even more emphasis on understanding and addressing customer needs, continually enhancing our product portfolio to stay ahead of the curve. In an industry where trends evolve rapidly, especially in gaming, it's vital not to fall behind. Acting swiftly and intelligently is key. As we move forward, digitalization will play a pivotal role, particularly in areas like AI and personalized customer solutions. By leveraging these technologies, we’ll be able to offer tailored experiences and handle specific customer demands more effectively, ensuring that we not only meet but exceed expectations in a fast-paced market.