Thomas Graf
Thomas Graf is the Chief Executive Officer of Greentube, a full-service provider of online and mobile gaming solutions and part of the Novomatic Group. Since his appointment in September 2011, Graf has led Greentube through a significant transformation, evolving it from a small start-up into a global iGaming provider with a strong footprint in regulated markets worldwide.
Bio
Early Career and Experience
Before joining Greentube, Graf built a career spanning over 20 years in the gaming industry. He held executive roles across the United States, Europe, and Australia. During this time, he focused on research and development, marketing, intellectual property, and operations management.
Notably, he served as Chief Technology Officer at Novomatic AG. There, he led innovation and technology strategy across multiple business units. His work laid a strong foundation for his future leadership at Greentube.
Strategic Direction at Greentube
Since 2011, Graf has led Greentube’s strategic planning, business development, product innovation, IP management, and integration efforts. He shifted the company’s focus from B2C e-sports to a hybrid B2B/B2C model. As a result, Greentube became a key player in the online gaming market.
He prioritized bringing Novomatic’s land-based game portfolio online. At the same time, he accelerated the adoption of mobile technologies and oversaw the setup of global server hubs. These actions improved service levels for B2B clients and strengthened the company’s infrastructure.
Graf introduced Greentube’s bespoke omni-channel gaming platform, Plurius, which links land-based and online play. This solution supports seamless user transitions across platforms, enhancing both player engagement and retention.
Under his leadership, Greentube expanded into new regulated markets. These include the United States (Connecticut), Brazil, and South Africa. The company tailored its offerings to local regulations and customer preferences, boosting its competitive edge.
Leadership Style and Management Approach
Graf is known for his ambitious and hands-on leadership. He blends technology expertise with a sharp commercial focus. Graf also maintains close contact with R&D teams and subsidiaries to ensure alignment between online and land-based development.
He works to integrate innovation into all levels of the business. Moreover, he emphasizes collaboration across teams and geographies, fostering a strong culture of synergy and performance.
Graf’s success lies in his ability to connect technical innovation with business strategy. He has consistently driven Greentube’s growth through smart integration, international expansion, and a strong focus on user experience. As the company continues to evolve, his leadership remains central to its role in the global gaming industry.