How AGS is integrating European learnings into its US strategy
Following an impressive 45% growth in a challenging European regulatory landscape in 2024, AGS is poised to leverage its insights for strategic advancement in the U.S. market.
Zoe Ebling, Vice President of the Interactive Division at AGS, highlights how the company’s European success is driving its operational and strategic enhancements in the United States.
AGS has remarkably sustained its growth trajectory in 2024, achieving a notable 45% increase across Europe, despite facing increasingly stringent regulations.
Ebling asserts that AGS stands out among North American suppliers due to its successful navigation of the complexities within the European market.
The lessons garnered from this growth journey are invaluable; AGS aims to integrate them into its U.S. operations, fostering a cohesive global enterprise.
“Operating in European markets equips us with profound insights and a long-term strategic approach that will positively influence our North American endeavors,” Ebling told iGB. “If our products can thrive in a saturated market with strict regulations, we are confident in our capacity for success elsewhere.”
“Thus, our European strategy is integral to enhancing the sophistication of our North American operations,” she explained.
Ebling emphasizes that AGS’s game studio’s sophistication allows the company to weather regulatory shifts more effectively than competitors.
“We don’t merely comply with new regulations and consider it a win,” Ebling elaborates. “Instead, we proactively assess the implications of upcoming regulations, leveraging our flexible product development to maintain player engagement and enjoyment that aligns with evolving standards.”
“Many suppliers simply adapt superficially to comply; we, however, prioritize the player experience, ensuring our games remain engaging despite regulatory changes.”
Strategic European Expansion with a Focus on U.S. Regulation
With AGS thriving in Europe, it is only natural for Ebling and her team to contemplate further expansion into this lucrative market.
Ebling believes AGS is well-positioned to cater to European players’ appetite for a “classic American experience,” showcasing some of the industry’s leading game offerings.
“Markets like Greece present exciting opportunities,” Ebling notes. “These regions may be challenging to penetrate but offer less competition compared to more saturated markets like Finland or other regulated grey markets.”
“Our strength can flourish in a less crowded space, maximizing our impact,” she adds.
The situation in the U.S. also attracts AGS’s attention, especially amid concerns about the sluggish pace of iGaming regulation.
Ebling identifies a potential “flurry” of states advancing online gambling regulations, driven by their fiscal needs.
“While multiple factors hinder states from coming online, the pressing economic realities and state budget deficits will make iGaming increasingly appealing as a revenue source,” Ebling asserts.
“Once one state legalizes, it may trigger a wave of subsequent regulatory actions. Although we may not witness a simultaneous roll-out across ten states, the momentum is building,” she predicts.
Diversification: A Key Differentiator for AGS
Ebling’s vision for AGS is ambitious: to emerge as a dominant player in the online gambling arena.
She aims to harness the company’s diverse product line, reaching niche players within the digital landscape.
Drawing a parallel to Netflix’s success with anime, Ebling envisions AGS similarly championing niche genres to cultivate a dedicated following within the gaming community.
“Our portfolio is expansive; we encompass not just video slots, but also stepper slots, table games, and arcade-style content,” Ebling explains.
“This diverse offering enables us to resonate with a broad range of players and implement innovative marketing strategies to channel engagement across our various product verticals.”
“I believe AGS is uniquely positioned to excel across the distinct product categories we have developed,” she concludes.
