“We have focused on building a diversified and localised content portfolio”
In the interview with iGaming Express, Michael Bauer, Greentube CFO, shares his insights on driving continuous improvement in financial performance, the symbiotic relationship between finance and game development, and the strategies to tackle the burgeoning US market.

Greentube has been on an impressive growth trajectory over the past few years. What do you see as the key factors driving this success, and how do you plan to maintain this momentum?
Greentube’s recent success is a result of several key factors. We have focused on building a diversified and localised content portfolio. We understand that player preferences vary across regions, so we tailor our games to resonate with specific markets. Acquisitions have also played a crucial role in expanding our offerings and reaching new audiences.
We have made significant strides in optimising our financial performance, too. As CFO, I have implemented strategies to drive continuous margin improvements, ensuring we have the resources to invest in game development and market expansion.
Looking ahead, maintaining momentum requires constant innovation. We will continue to develop high-quality games, leverage data analytics to understand player preferences and explore strategic partnerships to expand our global footprint.
As both CFO and CGO of Greentube, you bridge the worlds of finance and gaming content. How do these roles complement each other in shaping the company’s strategy?
Having a foot in both finance and content creation allows me to approach strategy from a holistic perspective. As CFO, I understand the financial implications of game development and market expansion. This knowledge translates directly to the CGO role, where I can ensure our game concepts are not only entertaining but also commercially viable.
This dual role also fosters a culture of collaboration. The finance team provides insights into market trends and player spending habits, informing the creative direction of our games. Conversely, the game development team keeps us appraised of upcoming features and potential costs, allowing for better financial planning.
The US market presents significant opportunities for online gaming suppliers like Greentube, especially post-PASPA. What strategies are you employing to navigate and capitalise on this evolving landscape?
The US market presents exciting opportunities, particularly with the evolving legal landscape. Our strategy is therefore multi-faceted. We’re partnering with established operators in states that have legalised online gaming. This allows us to leverage their market expertise and reach a wider audience.
We’re also launching localised content as well as adapting our existing games to suit US player preferences. We have invested a lot of time and energy in conducting thorough market research to understand what resonates with American players and tailor our games accordingly. This is something that will continue to play a crucial part in our game development for North American markets.
We’re also prepared to be patient and adaptable. The US market as a whole is still taking shape, with a lot of independently moving parts and we’re committed to navigating the regulatory landscape strategically to ensure long-term success.
What upcoming trends or technologies do you believe will have the most significant impact on online gaming in the next few years?
Several trends are likely to have an impact on online gaming. Virtual and augmented reality (VR and AR) have the potential to revolutionise the player experience and have been touted as the next big thing for many years. The tech has the scope to create immersive and interactive gaming environments but is still not quite there yet. But as with all emerging and developing trends, we’re actively exploring the possibilities of VR and AR integration in our future games.
Artificial Intelligence (AI) will also play a major role. AI can personalise player experiences by recommending games, tailoring difficulty levels, and offering targeted promotions. We’re incorporating AI elements into our backend systems to enhance player engagement.
Cloud gaming is another trend gaining traction, allowing players to access games without downloading them, and expanding accessibility and convenience. We’re closely monitoring the development of cloud gaming platforms and may adapt our offerings accordingly.
Player engagement and retention are crucial in the competitive online gaming sector. What initiatives or features have Greentube introduced to enhance player experiences and loyalty?
In a competitive market, keeping players engaged and loyal is paramount and we achieve this in a variety of ways. Regularly releasing new and exciting games is crucial, ensuring players always have something fresh to experience. Equally, providing gamification options to enhance that playing experience fosters loyalty and repeat play and this is one of the reasons we have developed Mynt, our revolutionary tech stack.
Player retention tools are presented as a pre-installed in-game widget with overlay functionality, limiting the amount of work for operators, while Mynt’s full-blown back end ensures an easy pre-configuration of end-player promotional campaigns and campaign tracking.
Mynt has been carefully created to maximise revenues. We will be constantly improving it with fresh features that will further enhance the offering and improve returns for all stakeholders
The concept of gamification is gaining traction in many industries, including online gaming. How is Greentube leveraging gamification to attract and retain players?
Gamification is a powerful tool for engagement. We’ve implemented a host of features that motivate players to keep coming back. These elements add a layer of fun and competition, encouraging players to hone their skills and strive for mastery.
We will further enhance our player engagement offering as we roll out our new tech stack Mynt which will enable promotional campaigns and advanced gamification features. We’re also exploring ways to gamify the entire user journey. This could involve rewarding players not just for playing games, but also for completing their profiles, referring friends, or trying out new features.
Greentube has a strong commitment to responsible gaming. Can you discuss the measures you’ve implemented to ensure a safe and responsible gaming environment for your users?
Responsible gaming is a top priority for us. We have implemented several measures to ensure a safe and secure environment for our users, especially for our B2C brands. Among other things, we work with Neccton which helps us identify potentially problematic gambling behaviour in real-time and automatically interact with players showing harmful behaviour.
Self-exclusion tools allow players to restrict their access to the platform for a set period while deposit limits help them manage their spending habits. Reality checks strengthen the approach, reminding players of the time they have spent playing and prompting them to take breaks.
Beyond these in-game features, we also invest in educational resources to provide information about responsible gaming practices and potential risks.
We also work closely with industry associations and regulators to stay informed about best practices and implement the latest responsible gaming protocols.
In maintaining our focus on these key disciplines and qualities, Greentube remains in the best shape possible to lead the way in an ever-changing industry landscape.