Distribution deal sees leading racing provider for the Americas extend its scope into Italy’s local pool betting via governing body for horse racing

1/ST CONTENT, the pre-eminent provider of premium North and South American horse racing content and a key division of 1/ST, has continued to grow its international footprint in a new partnership with the Italian Ministry of Agriculture, Food Sovereignty and Forestry (MASAF) in the run-up to the Breeders’ Cup World Championships, one of the true highlights on the global racing calendar.

The deal now opens a breakthrough gateway for local pool betting on North American, South American and Turkish racing in Italy – and was soft-launched over last month’s 100th edition of the Hambletonian at The Meadowlands, NJ. This milestone renewal, the pinnacle of harness racing and a format of the sport which is particularly popular with Italian racing fans, fostered immediate fan engagement, as reported by MASAF this month via https://www.grandeippicaitaliana.it/.

The agreement kicks off with the 2025 flagship finale at the Breeders’ Cup World Championships in Del Mar (31 October – 1 November) and brings many of the premier stateside races to Italy, including the Pegasus World Cup (24 January) and the Triple Crown contests of Preakness 151 (16 May) and the Belmont Stakes (6 June). In the aggregate, 1/ST CONTENT’s extensive content portfolio maps approximately 90% of all North American racetracks, alongside South American and Turkish venues, neatly complementing Italy’s domestic sporting action with a reliable source of fast-settling betting content between 18:00 and 05:00 CET.

Italian and North American horse racing currently enjoy a strong reciprocal bond, thanks to three of Italy’s leading jockeys in Frankie Dettori, Umberto Rispoli and Antonio Fresu plying their trade in North America. These three Italian ambassadors were recently introduced to a mainstream global audience via Netflix’s acclaimed Race For The Crown.

1/ST CONTENT’s worldwide experience and customer base for pools betting features the Americas, Morocco, Italy, Singapore, Australia, Turkey, Sweden, France, New Zealand and Hong Kong. As a result, by leveraging 1/ST CONTENT’s unparalleled expertise in capturing and streaming elite live-racing events, bettors across Italy can now enjoy a best-in-breed international racing experience.

Key features of the deal include but are not limited to:

1. Comprehensive Coverage: exclusive signals of all racetracks in the United States, Canada, South America and Turkey, ensuring an extensive and diverse range of racing content for Italian audiences.
2. Cutting-Edge Technology: high-quality, immersive broadcasts, providing viewers with an unparalleled access to live racing and informative content that both engages the seasoned viewer and educates those unfamiliar with the sport.
3. Enhanced Viewer Engagement: accompanying innovative marketing strategies, promotions, and engagement initiatives, enhancing the overall viewer experience and speaking to a dedicated racing community in Italy

Simon Fraser, Senior Vice President International at 1/ST CONTENT, said: “We’re thrilled to be working as a partner with MASAF on a program to rejuvenate their horse racing audience and breathe new life into the Italian industry. Our collaboration marks a cornerstone from which we can build together to ensure that racing is competitive with other betting options and further expands 1/ST’s global reach.”

Remo Chiodi, Director General for Horse Racing at MASAF, added: “This partnership is part of a broader framework aimed at strengthening relations between Italy and the United States in the horseracing sector: it is a path that consolidates ties between the two countries, enhances both our national excellence and international achievements, and opens up new opportunities for growth and exchange. It is a step that also involves breeding and training, while highlighting the image of Italian racing excellence in the United States, represented by our most renowned jockeys competing overseas.

“Thanks to this agreement, major American racing events will be broadcast free-to-air on EQU TV, expanding the television offering and allowing betting on the races within a fully integrated system. After years of challenges, Italian racing is redefining the entire sector to restore our sport to a position of strength, both at home and abroad.”

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Gaming Arts, LLC and Evolution, through its dedicated land-based slot games partner Bluhare Studios, announced a landmark collaboration to adapt a select group of Evolution’s most celebrated online slot titles for the land-based Class III gaming market. This partnership combines proven game mechanics, strong brand recognition, innovative features, and Gaming Arts’ suite of high-performance MOD EX cabinets to deliver products designed to meet the expectations of today’s land-based casino players.

The first wave of releases is scheduled for Q4 2025 in North America and will be available across Gaming Arts’ latest cabinet line-up: the MOD EX J55, MOD EX 227, and MOD EX 337. Four titles will lead the launch, each carrying a strong legacy in online gaming along with exciting new enhancements for the casino floor.

Divine Fortune has been a global standout since its debut, ranking as the number one title for Evolution in the United States. Performing well in New Jersey, Pennsylvania, Michigan, and in all states it can be found online. It’s no surprise it has inspired successful online sequels such as Divine Fortune Megaways and Divine Fortune Black. Now, this player favorite will make its long-awaited land-based debut. Developed in collaboration with Gaming Arts, Divine Fortune Ascensionbuilds on the success of the original with a fresh twist, introducing an all-new three-pot perceived persistence feature designed to heighten engagement.

Starburst, released in 2012, is one of the most recognizable slot titles in online gaming history and Evolution’s top performer globally. With its simple yet captivating gameplay, it has remained a staple for over a decade, inspiring sequels such as Starburst XXXtreme and Starburst Galaxy. Starburst Supernovareimagines this classic with a multiplayer-enabled format, launching as part of a two-game multi-pack. Both titles will feature a new perceived persistent bonus mechanic that culminates in a hold-and-spin feature, adding a fresh layer of excitement to an already proven brand.

This collaboration also creates new opportunities for integrated marketing campaigns across both online and land-based platforms, reinforcing brand engagement and building stronger connections with players.

“We are thrilled to be working with the Evolution team, which has long been an industry leader in creating compelling content for online gambling markets.  This partnership allows us to work with two of Evolution’s most celebrated titles and bring them to a brand new player base”, said Greg Colella, Chief Product Officer, Gaming Arts.

“Bringing these iconic titles to land-based casinos represents a major step forward for Gaming Arts,” said Rob Ziems, CEO of Gaming Arts. “This collaboration goes beyond simply combining Evolution’s exceptional game brands with our latest MOD EX hardware. We are working closely with Evolution to effectively adapt these classics for land-based play while also innovating and modernizing them to create fresh, engaging experiences that will truly resonate with today’s casino players.”

Todd Haushalter, Chief Product Officer at Evolution, said: “Since the beginning of online gaming, content has traditionally flowed in one direction; from land-based casinos to online. That approach made sense, as it brought proven experiences to digital audiences. What excites us now is reversing that trend by taking some of the most successful games in the history of online gaming and bringing them to land-based casinos. Evolution is thrilled to be at the forefront of this shift. This collaboration allows us to bring our world-class IP to the incredibly talented team at Gaming Arts, and watching them work their land-based magic to adapt and reimagine our games has been truly inspiring.”

At this year’s Global Gaming Expo, NOVOMATIC will unveil a slate of products designed to turn heads on the casino floor and, more importantly, drive measurable returns for operators. The portfolio balances spectacle with substance, showcasing the company’s dual commitment to entertainment and profitability.

Cabinets with presence

Taking center stage is the U.S. debut of the DIAMOND X™ 1.55J Quattro, a cabinet that has already earned international acclaim and is now poised to reshape the North American market. Its sweeping 55-inch J-curved UHD display, paired with an immersive TouchDeck™ interface and integrated sound system, delivers a cinematic experience. When deployed in four- and six-bank configurations, the DIAMOND X™ 1.55J Quattro becomes a floor-dominating anchor designed to draw players from across the room.

Alongside it, NOVOMATIC presents the V.I.P. X™ cabinet series, a family of machines built as much for spectacle as for player comfort. The lineup includes the V.I.P. X Royal™ 1.85, V.I.P. X Dream™ 2.43/3.43, V.I.P. X Lounge™ 2.32, and the commanding V.I.P. X Galaxy™ 2.65. With oversized UHD screens, ambient lighting, and luxury seating, these cabinets push the boundaries of what slot entertainment can look like. The V.I.P. X Galaxy™, with its dual 65-inch displays, swiveling TouchDeck™, and fully integrated “Viper” lounge chair, redefines centerpiece design for extended play.

Games built for performance

On the content front, NOVOMATIC is placing a spotlight on RISING TREASURES™, a Multiple Feature suite on the NOVO LINE™ platform. By layering Free Games, Xtra Spins, and Prize Upgrades into one package, it delivers the kind of variety that keeps players engaged and operators confident in performance.

Also making its debut is ULTRA BOOST™ LINK 3 Treasures, the latest extension of a player-favorite franchise. Its three-pot bonus mechanic, paired with a dynamic reel-matrix feature, offers a blend of frequent wins and long-term jackpot anticipation, striking a balance between accessibility and thrill. Rounding out the lineup are fresh titles like XTENSION LINK™ Evolution and Piggy Prizes – Wish of Riches, broadening the company’s already diverse library. NOVOMATIC Americas has built notable success in Puerto Rico’s Street Market and continues to place a strategic emphasis on Street Market VGTs overall. Through its “Street Smart” focus, the company is committed to delivering localized, performance-driven game content that supports operators.

“Our focus is clear: deliver innovation that performs. The cabinets we are launching, the content we are expanding, and the systems we are advancing are all designed to give operators a tangible advantage on their floor. At G2E, we’re not just showing products – we’re showing a strategy built for lasting operator profitability” said Jakob Rothwangl, Managing Director, NOVOMATIC Americas.

Thomas Schmalzer, VP of Global Sales and Product Management at NOVOMATIC AG, adds: “At G2E 2025, we are showcasing the full breadth of NOVOMATIC’s innovation power – from cabinets with iconic design to premium game content and future-ready systems. What makes our portfolio stand out is not only the visual and entertainment value, but the way it consistently translates into strong performance for our customers.”

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Beyond the reel

NOVOMATIC’s G2E presence extends well past slot machines. Novo Unity™ Pro, the company’s flagship Electronic Table Games platform, allows multiple live, automated, and virtual games – from Roulette and Baccarat to Poker and Blackjack – to be played through a single terminal. For operators, it is a way to expand game variety without expanding footprint.

For the systems sector, NOVOMATIC presents the NOVOVISION™ Casino Management System, a modular suite of applications built to handle the complexities of modern gaming operations. From biometrically supported cashless gaming and real-time analytics to sophisticated player tracking and loyalty dynamics, NOVOVISION™ equips operators with tools to run smarter floors and cultivate deeper player engagement.

A market statement

Together, the DIAMOND X™ 1.55J Quattro, the V.I.P. X™ series, RISING TREASURES™, ULTRA BOOST™ LINK 3 Treasures, Novo Unity™ Pro, NOVOVISION™, and localized game content for Puerto Rico reflect NOVOMATIC Americas’ strategic vision: uniting design and technology to captivate players, empower operators, and build a lasting competitive edge in rapidly evolving markets.

Join us at the NOVOMATIC booth #1259 in Las Vegas to experience firsthand what’s new, what’s trending, and what’s redefining the future of gaming worldwide.