Such is the determination of Novomatic to make an impact on the Serbian market, both in terms of operating and gaming machine supply, that the company tripled its stand space at the Belgrade show this year.

"Last year, at the inaugural event, we were just saying hello to the market," said the company’s Max Lindenberg. "This year we are making our presence felt. It is still a small show, but it is the only one in February and it also attracts many operators from Croatia."

He added that there are, effectively, two markets in Serbia: "There is the cheap machine market and then there is a quality market, which it’s the one we are targeting. One operator has 11 high-class gaming clubs in Belgrade and he is buying the latest products from us. In fact, he is opening a new venue this week with over 100 slot machines."

Novomatic is aiming both market-specific and international products at the market. There has been particular interest in the Gaminator Super+ and the slant tops and all the equipment on the stand in Belgrade was sold to a local operator. The company has also supplied the new World-class Casino Beograd in the city.

"This market reminds us of the early days in Ukraine," said Lindenberg. "If it progresses like that market did then we will be happy." Novomatic works with local partners in the region, so there are no language barriers.