Greentube is positioning itself for significant market expansion in 2026, with chief executive Thomas Graf outlining an ambitious strategy centred on the Americas and a novel approach to content development that sees the supplier bridging land-based and online operations in both directions.

Speaking to iGB at ICE Barcelona, Graf identified the Americas as the company’s primary growth opportunity this year.

The Novomatic subsidiary is actively building its US portfolio while simultaneously developing market-specific content for Brazil, where regulated online gambling launched in January.

Reversing the content flow

Graf highlighted an intriguing shift in how casino content moves between channels. Where the industry previously focused on adapting popular land-based titles for digital audiences, Greentube is now seeing strong demand for the reverse, with successful online games being repurposed for physical casino floors.

This bidirectional content strategy reflects broader convergence in the gambling sector, where operators increasingly view land-based and online as complementary rather than competing channels. For a supplier like Greentube, backed by Novomatic’s extensive land-based infrastructure, this creates natural synergies.

Reviving Dutch classics

The Netherlands market provided Graf with a particularly compelling example of how legacy content can find new life. Greentube has recreated what Graf described as ‘Dutch classics’, titles popular roughly two decades ago that have been modernised for online play and subsequently made available through the company’s land-based casino platforms.

It’s a shrewd approach in regulated markets where nostalgia can be a powerful draw.

Players who remember these games from their youth now have access to updated versions that retain the core appeal while meeting contemporary technical and regulatory standards.

Platform expansion and security focus

Beyond content development, Graf discussed Greentube’s Plurius system, which continues to receive new titles as the supplier builds out its platform capabilities. He emphasised what he termed a ‘360-degree approach’ to entering newly regulated markets, suggesting comprehensive market entry strategies rather than piecemeal expansion.

Graf also acknowledged the growing pressures around IT security, noting increased demand for robust cyber defences as threats to gambling operators and suppliers continue to evolve. It’s a topic that has gained prominence across the sector following several high-profile incidents in recent years.

The Americas focus, combined with Greentube’s dual-channel content strategy and platform investments, suggests a supplier positioning itself to capitalise on regulatory expansion while building on the advantages of its parent company’s land-based heritage.

What the team thinks

Baz Hartley says:

Graf’s focus on bridging land-based classics with online platforms makes commercial sense, especially as older demographics move digital and crave the familiarity of games they know from physical casinos. What players need to watch is whether Greentube’s US expansion brings genuinely fair bonus mechanics or just repackages high volatility titles with restrictive wagering terms. The Americas opportunity is real, but execution on responsible bonus structures will determine whether this benefits punters or just shareholders.