By Damian Martinez, journalist at G&M News.
Your company has been a respected player in the gaming industry for over 20 years. What distinguishes it from other gaming providers in terms of product quality and client relationships?
I can state that FBM’s champion legacy in the casino industry is driven by three key factors: a portfolio of reliable, high-performance games designed to engage a diverse range of player profiles; a close integration of new technologies in the development process of casino products, and a product vision shaped by strong relationships with clients and partners, ensuring the brand’s relevance across multiple markets over the years.
Which specific strategy has the firm developed for the North American market?
The United States (U.S.) is one of the most challenging and competitive markets within the global casino gaming industry, and FBM’s local strategy is built on steady and progressive expansion. We are following a customer-centric approach, aiming to build sustainable market share through differentiation. This is why we began by rolling out one of our slot product lines and have been gradually introducing new offerings in this category while gathering player feedback to better understand market specifics. In recent weeks, we have taken a significant step forward by signing a distribution agreement with Delta Gaming Solutions, entering a new stage in our expansion plan. With three product lines already available and two more –Jí Hǎo Link Spirits and Xing Fú Fortune Money Trees– launching soon, we are now focusing our growth efforts on specific states where we know our products can add value to the existing market. Our first target is Oklahoma, the second-largest gaming market in the country. The U.S. market is singular due to its diversity. Each state presents a distinct reality and unique growth opportunities, transforming the North American region in a demanding and stimulating challenge that FBM is eager to explore.
This year, your booth at G2E Las Vegas focused on lights as a visual theme, symbolizing energy, and innovation. How was this theme received by attendees, and what inspired this approach?
The booth layout at G2E Las Vegas created a perfect synergy with the products on display. The visual exploration of lights connected seamlessly with the debuts of Xing Fu Fortune Money Trees and Flash Link, and the first appearance of Jí Hǎo Link Spirits at a trade show, engaging visitors in a welcoming space and setting the ideal environment for fruitful connections throughout the event. This was the third iteration of FBM’s booth focused on lights as a visual driver. The design was inspired by a deep alignment between booth’s aesthetics, the products showcased, and the representation of three key FBM brand concepts: energy, movement, and innovation.
New games, Xing Fú Fortune Money Trees and Ronaldinho Crash, have stirred excitement. What experiences or feedback did you aim to capture with these releases?
The feedback on both games was fantastic. Xing Fú Fortune Money Trees added a disruptive gaming experience to FBM’s slot portfolio, capturing the attention of slot enthusiasts visiting our booth. The game’s bonus feature offers seven possible combinations, with the Prosperity, Strength, and Fortune trees as protagonists. This dynamic captivated and entertained all attendees, generating a strong curiosity for the product’s future commercial rollout. On the other hand, Ronaldinho Crash was the highlight of a diverse portfolio of online casino games presented by FBMDS. The active involvement of soccer legend Ronaldinho, combined with an engaging crash game mechanic -one of the most popular game types in the current iGaming landscape- resulted in an enthusiastic reception from clients and operators. Beyond commercial promotion, Ronaldinho Crash also inspired the first FBM Foundation initiative at an international event, with a keepy-uppy challenge that raised funds for a solidarity action executed in the Philippines.
What prompted the launch of this FBM Foundation initiative at G2E 2024? Could you elaborate on the foundation’s mission and the specific communities or projects it will support in North America?
The FBM Foundation has been expanding its initiatives and geographic reach over the years, and we felt it was time to bring the FBM Group’s corporate social responsibility project to a stage with global exposure like G2E Las Vegas. Initially, the FBM Foundation was established through specific humanitarian actions coordinated by the FBM brand to assist communities affected by natural disasters in the Philippines. This Asian nation remains the project’s focus of action, which has also paved the way for global impact by carrying out projects in other countries, such as Brazil. In this sense, the FBM Foundation aims to work closely with communities where the FBM brand and products are present, promoting human and economic development by encouraging education, alleviating poverty, and responding swiftly in cases of natural disasters. The project generates significant and lasting social benefits in areas where FBM operates, creating a supportive environment for the sustainable development of individuals who may need a helping hand.