Cover feature: The Interblock story

Interblock Gaming has a rich history spanning over three decades within gaming, having announced a number of strategic partnerships, released countless innovative products and established a strong presence in hundreds of jurisdictions. From pioneering the supply of electronic table games (ETGs) to continuing to innovate as gaming varies each year, Interblock has earned its distinction as a leader throughout the space.

What began as a small tech company in Slovenia has since evolved into a global powerhouse, expanding into over 348 jurisdictions worldwide. This transformation has been fuelled by a collective of forward-thinking leaders, engineers, and innovators whose shared commitment to technological advancement and customer satisfaction continues to drive Interblock’s success. From pioneering electronic table games (a category it helped define) to shaping the modern gaming experience, Interblock’s journey is one of innovation, strategic growth and relentless focus.

Tech savvy

Interblock’s story begins in 1989 under the company’s original name Elektronček, which was founded by Joc Pečečnik in Mengeš, Slovenia as part of his early entrepreneurial efforts. Initially, Elektronček focused on developing and producing security systems, leveraging technical expertise to deliver advancements throughout the field.

This early phase laid the groundwork for the company’s engineering capabilities, which would later prove instrumental in its eventual pivot toward gaming technology that followed less than a decade later. As the 1990s progressed, the supplier shifted its focus to information technology, reflecting the growing demand for digital solutions across multiple industries and representing the first example of Elektronček’s willingness to expand.

By 1997, Elektronček made a decisive move into gaming, a choice driven by a desire to combine its team’s technical strengths with the rise of a burgeoning casino market. The year marked a defining turning point for the company with the introduction of its first gaming product – Princess – a fully automated electronic roulette machine unveiled at the London Casino Exposition.

Unlike traditional table games reliant on human dealers, Princess used real roulette wheels and balls, automated through sophisticated electronics, offering a previously unseen blend of authenticity and efficiency. The same year saw the launch of Megastar, a multi-player gaming machine supporting roulette, dice and video games, signalling Elektronček’s ambition to innovate and find its footing within the gaming space.

Interblock’s introduction

In 1999, the company took an additional step toward globalization by announcing the launch of Interblock, a subsidiary that would be aimed at building a global brand and sales network. The move represented a strategic effort to separate the organization’s gaming operations from its original technological roots, allowing for a focused push into international markets. By this time, sales had eclipsed $1.4m annually, with 70% derived from foreign markets, underscoring the company’s early success beyond Slovenia.

Entering the new millennium in 2000, Interblock released Queen and Supernova, two electronic roulette games that looked to capitalize on the growing acceptance of automated gaming throughout land-based casinos. These products introduced enhanced features such as touch-screen interfaces, which became standard for any supplier during 2001 following the launch of the Stardust model.

This period was also characterized by rapid product renewal, as Interblock was forced to continuously refine its offerings to meet the demands of what was becoming a diversified gaming market. By 2003, the third generation of Interblock’s products had begun to enter the global stage, showcasing the company’s reputation as a pioneer in multi-player gaming technology.

Garnering recognition

The mid-2000s is seen as a golden era for Interblock. In 2007, Interblock was selected from approximately 500 Slovenian-based firms as one the fastest-growing companies across the country, earning the prestigious Golden Gazelle award, which highlighted Interblock’s economic impact and ability to scale rapidly. During that same year, the Golden Thread project honored Interblock for its human resources policies, placing it among Slovenia’s top employers as a testament to its growing organizational strength.

Fast forwarding to 2008, Interblock reached a new developmental milestone with the launch of the Organic line, beginning with the G4 Organic Card Blackjack. Unlike some competitors’ video-based systems, the electromechanical machine used real cards, offering players a simplified gaming experience enhanced by automation.

The Slovenian Chamber of Commerce even awarded Elektronček for the launch of G4. In December 2008, Interblock and its US subsidiary, Interblock USA, managed to secure non-restricted gaming licenses in Nevada, exemplifying a critical step for introducing the company into the country’s most potent casino market.

The 2010s saw Interblock deepen its technological innovation and global reach, including a 2011 expansion of the Organic Line to feature craps, dice, live, virtual and island variants, completing the supplier’s aspiration to become more versatile. In 2012, Interblock partnered with Musion Systems to unveil the Hologram Gaming Lounge, a futuristic platform that would go on to be recognized as one of the most innovative products across the casino space. The launch further solidified Interblock’s aim to attract new demographics on casino floors with immersive, high-tech experiences.

A new focus

By 2014, the company chose to completely rebrand its parent entity from Elektronček to Interblock in an effort to align its corporate identity with its gaming-focused and rapidly developing subsidiary. Afterwards, Interblock housed its research and development (R&D) and production facilities from its headquarters in Slovenia, while subsidiaries like Interblock USA, based in Las Vegas, Interblock Asia and Interblock Casino Products Canada drove regional distribution. New products such as MiniStar Roulette and the enhanced version of a holographic gaming lounge would all make their debut on casino floors, helping to broaden Interblock’s portfolio across multiple verticals of the industry.

The Diamond line, also launched in 2014, introduced customizable multi-player systems for games like roulette, baccarat and blackjack, available in automated, dealer-assist and video formats for operators. The debuts of these new technological advancements would also set the company up for an even greater future, as the following year would bring about one of the most significant decisions Interblock has made throughout its three-decade-plus history.

A New Chapter

During January 2015, seasoned gaming executive John Connelly was appointed as Global CEO of Interblock, seeking strategic leadership in the hopes of accelerating the company’s growth. It was at this point the definition of Electronic Table Games began to evolve from a mechanical roulette product, often associated with slot machines, into the diversified segment of casino floors we know today.

Gaming diversity

Connelly had served as a member of Bally Technologies’ executive committee, having first joined the company in 2004 as its VP of New Business Development and Government Relations, before being promoted to SVP of International a year later. By 2014, Connelly was part of the executive committee and held the role of SVP of M&A and Business Development for the company. Shortly after, the company was sold to Scientific Games in August of 2014, leaving the door open for Connelly to utilize over 20 years of gaming experience and explore new opportunities.

He tells Gaming America: “While an executive at Bally, I had the opportunity to evaluate dozens of companies within the gaming sector. It was at this point I became familiar with Interblock and evaluated a new area of the casino floor, which appeared to have tremendous potential.

“Upon the sale of Bally, I began evaluating various aspects within the gaming sector that I felt were still in their infancy but had strong growth potential. From my experience, Interblock demonstrated to have the necessary components to compete within the traditional casino space and attract an entirely new segment of global gaming. It was at then that I made the decision to partner with Interblock’s Founder and subsequently joined the company in 2015.”

One of Connelly’s first priorities was to create a recurring revenue stream with the intention of diversifying Interblock, in every sense of the definition. At the time, the company “was comprised of a very small customer base, a limited product portfolio, and relied on a sales model highly dependent on the global economy.”

From his first day on the job, Connelly and his new team worked to build a broader product offering and establish a new player segment within gaming, eventually surpassing 348 operational markets across 145 countries and eclipsing 200 variations of its products. 2015 was also a year of significant investment in R&D from Interblock, setting the stage for future innovations such as the Pulse Arena, Universal Cabinet and Smart Pit, designed to enhance social interaction and attract a new demographic.

“When I had the privilege of joining Interblock, we immediately realized the urgent need to diversify. We couldn’t just be a company predicated around a single product – the mechanical roulette. We needed to expand our portfolio and establish the Electronic Table Game segment as a complementary offering to the more traditional slot and table games, while simultaneously building a sustainable, recurring revenue business,” Connelly says.

“To achieve this vision, we needed to innovate a portfolio of products designed to attract a new wallet within the casino sector, while distributing known content through new form factors – such as blackjack, roulette, craps, baccarat, etc. We were fortunate that several of those distribution methods began to resonate not only with casinos, but with players alike. This evolution gave us new insights into ETGs and how to attract a new generation of players.”

In 2019, the company won the Global Gaming Awards’ Land-based Product of the Year for its Stadium product line, a multi-player setup adaptable to live or automated play, while Interblock would also go on to showcase its solutions at ICE London that same year. The Covid-19 pandemic in 2020 tested the land-based gaming sector in numerous ways, but Interblock managed to adapt swiftly by introducing the Interblock Covid-19 Prevention Kit, including protective covers for terminals to ensure player safety while preserving the casino atmosphere.

Connelly speaks on the pandemic’s impact on Interblock, telling Gaming America, “Covid-19 was something no one could have anticipated, and it tested the resilience of the entire gaming industry. These types of unforeseen events can create opportunities for companies to adapt and provide solutions through innovation. Interblock’s culture enabled us to draw upon those strengths and, as a result, the pandemic significantly accelerated our five-year business plan.”

Connelly continues: “Coincidentally, the timing of the pandemic aligned with years of R&D that were scheduled to hit the market, providing us with a strategic advantage – particularly as casinos around the world were forced to close their traditional table games.”

Connelly also speaks on the changes witnessed by Interblock during the Covid-19 era: “What was even more surprising to us post-Covid was the unexpected increase in ETG players. We had anticipated a slight pullback from the ETG category when traditional table games began to reopen; however, the players remained loyal and demand continued. An entirely new segment of ETG players had been created, and the critical mass needed to establish Electronic Table Games as a sustainable segment within the casino industry had been achieved.”

Interblock’s product categories, such as Universal Cabinets, Stadiums, and Standalone units, quickly became commonplace on a global scale. Throughout 2021, this growth continued.

Financial strategy

In 2022, Interblock achieved a record-breaking year, highlighted by its acquisition by Oaktree Capital, a global investment firm with a gaming portfolio and background within the space. Announced on June 7, the deal bolstered Interblock’s financial foundation, enabling further innovation and investments on a global scale. The acquisition was seen as a testament to the company’s evolution over the prior seven years, driven by a strong leadership team and a clear strategic vision.

Connelly said at the time of acquisition, “We have delivered robust growth over the past seven years, which can be attributed to the company’s dedicated team of ETG specialists, best-in-class product portfolio, data-driven decision making and our continued focus on innovation. There is significant momentum within the Electronic Table Game sector, making it the right time to partner with one of the largest private equity firms in the world – Oaktree Capital. Moving forward, we are excited about our partnership with Oaktree and the ability to further accelerate our momentum, concentrating on both organic growth and potential acquisitions.”

Since this time, Interblock has continued its upward trajectory, including notable partnerships that have blossomed the supplier into a leading force across gaming. In 2023, it celebrated global success with recognition once again from the Global Gaming Awards, affirming its leadership in ETG innovation. The supplier also expanded into online gaming through a strategic partnership with Awager for live streaming and an RGS license from Black Cow Technologies, helping create an even more diversified revenue stream.

Obtaining resources

In June 2023, Interblock completed a strategic acquisition of Aruze Gaming’s ETG assets, accelerating several of Interblock’s strategic initiatives. The purchase was just the first step in obtaining additional assets. Interblock would go on to announce the acquisition of a majority share in Zuum Limited in 2024, a producer of Class II and Class III ETGs, slots and bingo products. The acquisition allowed Interblock to offer a wider range of gaming solutions, including affordable ETGs for price-sensitive markets, while still catering to more luxury-focused properties.

Connelly shares: “One of the most memorable days in the past 14 years was when Aruze announced they were going bankrupt [not in a disparaging way, but because it was an opportunity for [Interblock], due to the respect I had for them; I believed it was a very complimentary product offering to Interblock. It helped accelerate the vision we had for the ETG sector – continuing to attract new players, while diversifying our portfolio to accommodate all areas of gaming.”

“In many ways, Zuum was just as impactful, expanding our reach into an entirely new category of casinos and players we had previously struggled to serve due to Interblock’s position as a high-end luxury brand. Zuum substantially increased our penetration into casinos that had a lower net win per day and had historically been unable to afford Interblock’s products. We often use the Mercedes-Benz analogy: S-Class, E-Class and C-Class. It’s still Mercedes; however, each subset is targeted toward a different demographic profile. With Zuum, we can now address all three segments, which opens up the world for us.”

In parallel with the numerous acquisitions Interblock was pursuing, the company had also been quietly developing an entirely new segment within the gaming industry: AMUSE. In October 2024, AMUSE was introduced to the gaming industry as what is believed to be the fourth category on the casino floor – alongside slots, table games and ETGs.

This new category was specifically designed to attract a new type of player and wallet to the casino floor, while helping bridge a new generation of online players, who historically hadn’t stepped onto casino floors for entertainment. Titles featured within the AMUSE category include Marble Run, Bingo, Dragon Roulette, Roulette Xplosion and Free Fall Roulette – each offering a version of gameplay and entertainment never before seen in the casino industry.

Tribal Markets

In addition to the numerous initiatives Interblock has been pursuing, the company has maintained a longstanding commitment to the Tribal gaming markets within the US. This dedication has resulted in the development of a new portfolio of Class II products, which Interblock intends to launch by the middle of this year.

“Obviously, the Tribal community continues to grow on an annual basis in terms of North American casino market percentage. I think most people fail to appreciate how large and influential the Tribal casino market is. We have invested a tremendous amount of time and money focusing on products designed for various-sized casinos within this sector.”

Connelly continues, “Historically, Interblock’s portfolio lacked the diversification needed to serve all tiers within the casino industry. However, through the acquisition of Zuum, this all changed. Interblock now has immediate access to a product line well suited for Class II markets. The first game to launch will be roulette, followed by craps and blackjack, with all three expected to roll out by mid-year. This marks a very exciting and transformational time.”

Leapfrog ahead

Reflecting on his time at Interblock and where the company will head throughout 2025 and beyond, Connelly sees significant growth forming within the AMUSE segment and iGaming space. With more products set to launch during the 2025 Global Gaming Expo (G2E) event in Las Vegas this October, Connelly shares how his company is constantly working to stay ahead in the gaming industry. “To enter the product roadmap within Interblock, you must first convince our Innovation Committee that your idea represents true innovation – something we call ‘Leapfrogging Technology.’

“We are committed to data-driven decision-making when it comes to innovation. This, combined with fostering a culture of leadership rather than imitation mentality reinforced through a series of process-driven controls, enables the company to continuously push the boundaries of the industry. If you’re never making mistakes, you’re generally not pushing hard enough. Creating a sustainable sense of urgency within the organization will help any company remain one step ahead. This mindset laid the foundation for Interblock to introduce new ideas, such as AMUSE. We take great pride in being an innovation leader,” Connelly states.

While Interblock clearly doesn’t see a need to follow its competition, Connelly expresses that when the supplier does “see something of interest,” it is not the type of organization to say, “no one can do anything better than us.” “If we see something that’s innovative, we’ll learn from it, and we’ll then attempt to do something that’s even more transformative.”

With gaming remaining an ever-expanding space, Interblock’s market presence has grown to levels unimaginable when the company was first founded just over 35 years ago. As Interblock continues to forge its path forward and establish a defining presence in the gaming world, Connelly and his team remain committed to delivering the most innovative products for the casino industry.

In closing, Connelly states, “We aspire for Interblock to be synonymous with table game innovation in every sense of the definition!”

Kirk Geller

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