Tune in to the latest Pulse podcast, where Quixant’s VP of Business Development, EMEA , Leo Bateman, joins G3’s Managing Director, Lewis Pek. Together, they discuss market trends, key opportunities, and Quixant’s upcoming hardware and software innovations set to debut at the ICE Barcelona exhibition.

With a new ICE show location in Barcelona, how is Quixant preparing for this year’s exhibition?

Though we expect all our major customers to attend, I think Barcelona will introduce a slightly different ICE audience than previous years. European gaming tends to gather wherever the opportunity lies, and my view is that there’s been more enthusiasm across EMEA for Barcelona compared to London. For many exhibitors, the location offers logistical advantages for importing and exporting goods and has a refreshing appeal after taking place for many years in London.

For Quixant, ICE is a cornerstone event. We continue in our focused efforts around the show, with a global team of gaming experts attending, including hardware and software specialist and representatives from the UK, US, Italy and Taiwan. Visitors can expect Quixant’s hallmark innovations in PC hardware, exciting software developments, and fully finished gaming cabinets. We will showcase solutions spanning the full spectrum from hardware platforms, software features, all the way to complete machines.

What can visitors expect at the Quixant booth, and what do you have planned for EMEA customers?

We are pushing forward with the same level of presence as the previous ICE London and G2E shows —the two leading gaming exhibitions worldwide. While the footprint remains the same, the way we display our products continues to evolve to enhance both intuitiveness and accessibility. Whilst historically the spotlight has been on our range of market leading PCs, this year there will be an increased focus on software, demonstrating how our solutions integrate across the portfolio. We will be linking these innovations to the wider Quixant product and support offering, demonstrating how everything fits together. It is all about continuously evolving our offering to create a cohesive, forward-thinking portfolio.

Does Quixant segment its booth by market sectors or regions?

While some products are tailored to specific markets — for instance, entry-level hardware might cater more to Latin America or Africa than Europe — our booth and offering is not divided by market sectors or regions. Instead, we focus on offering a comprehensive range of globally compliant solutions which meet a wide range of performance and price expectations of various global markets.

Interestingly, Africa is becoming a more prominent focus for us. It’s an emerging market where our entry-level products are well-suited. Ultimately, our offerings cater to different price points and content complexities to meet the demands of each region effectively, and we are there to support with the global knowledge and expertise to exceed in each

Quixant’s enhanced QMAX 3 debuted at G2E. What has the response been, and where does it fit in the EMEA market?
Response to the enhanced QMAX 3 has been incredibly promising, echoing the success of our earlier QX40 platform, which became the foundation for many bestselling products.

The QMAX 3 is high-performing, and meets the needs of the market, avoiding unnecessary overengineering.

It balances form factor, performance, and price, making it very attractive to customers. I believe that there are three key factors that drive success: listening to the market, innovating, and delivering reliable products. The QMAX 3 does all three. It is equipped with features like the Intel A380 graphics card, offering excellent performance at a competitive price point, plus flexibility that allows customers to choose or upgrade graphics cards without recertification. This modularity has caught significant attention in EMEA, traditionally an all-in-one platform market. The QMAX 3’s tray-and-backplane design introduces versatility and serviceability, setting it apart.

What’s the software focus for Quixant at ICE Barcelona?

Our software offering has always been comprehensive. This year, we are making our Software Suite a focal point. We excel in areas like SaaS, system management, and driver libraries—tools that simplify game development and accelerate time-to-market for our customers.

Optimizing our customers’ market entry speed is our core goal. Our software not only reduces complexity but also enhances speed and efficiency. Over the next year, we are working to elevate this aspect of our portfolio to further complement our hardware offering.

Are there specific markets Quixant is targeting at ICE?

Rather than targeting markets, we prioritise customer needs. For instance, if a customer operates in both the UK and South Africa, we ensure their hardware meets the regulatory requirements of both regions. Our products are designed to be compliant across jurisdictions, from GLI and BMM standards to local regulatory requirements. This approach enables our customers to enter new markets confidently and in record time. While we care about markets, our primary focus is enabling our customers’ success in those markets.

Should online and sports betting operators engage with Quixant at ICE?

Absolutely. One of the most exciting trends we are seeing right now is the transition from online to land-based gaming. Many developers are exploring how to adapt their HTML5 games for slot machines. This is where Quixant excels—we provide the tools and expertise they need to make this transition seamless.

Additionally, we have expanded our capabilities with the Qinetic cabinets for sports betting. Whether it is integrating content for sportsbook operators or consulting on technical delivery, Quixant is well-positioned to support both online and sports betting operators in their land-based endeavours.

What trends should customers watch for in 2025?

One key trend is the growing shift from online to land-based gaming, which creates exciting opportunities. Another is the demand for larger machines. Monitor suppliers are reporting that 55-inch screens are now their biggest sellers. This trend demands sharper content and more complex hardware to match the scale of these displays.

Artificial intelligence is another topic often discussed, but I am cautious. While AI has potential, gaming remains rooted in human intuition. The development of content that resonates with players still requires a human touch. AI may complement this process but will not replace it.

Any final thoughts on what Quixant brings to ICE Barcelona?

ICE Barcelona represents a fresh opportunity to showcase Quixant’s commitment to innovation. From hardware to software, we are enabling our customers to navigate market complexities and seize new opportunities. We are not just delivering products—we are offering tailored solutions that drive success. Visitors to our booth can expect to see the future of gaming technology in action.