NRM take gaming technology innovations to ICE

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‘An unrivalled opportunity to engage with leading influencers at the foremost gaming show in the world’ is how Andrew Ludlow, Managing Director of NRM, the independently owned gaming technology and software solutions provider, previewed his company’s appearance at ICE London (Stand#BP 2).

NRM, which is active across the bingo, betting, social and mobile gaming sectors, is appearing at ICE London after a highly successful year during which it completed the purchase of Big Deal Games from Timeplay, secured a group wide agreement to install its Numbers Betting Platform across the Ladbrokes Coral estate and most recently delivered a ground-breaking customer facing mobile application designed for the bingo and adult gaming centre sectors.

Andrew Ludlow, who celebrates 25-years in the gaming industry, a period during which he was responsible for creating and launching a number of successful companies including Global Games and Games Media, believes that technology is the overarching theme which unites all of the gaming verticals found at ICE London. He explained: “Gaming is one of the very earliest adopters of new technology and in the years that I have been attending ICE both as an exhibitor and a visitor there has been a sharp focus on the deployment of ground-breaking technology to either improve the operational side of gaming, to deliver an enhanced experience to players or both of these.

“The applications that we have developed are an industry first as they offer a direct link between operator and customer using existing membership systems. The comprehensive functionality encompasses digital membership sign in, the ability to offer customers real time promotional deals with secure redemption, low cost integrated communications, location specific services as well as being a portal for operators to keep their customers up to date on relevant news and information. As well as these important functional characteristics they also provide a platform for the delivery of augmented reality – a game changer in terms of taking customer engagement to another level. In addition, we will be using our presence at ICE to showcase our handheld tablet platform that’s going to enhance the customer experience in both Bingo Clubs and AGCs.”

He added: “R&D is the driver of the NRM business which is built around the provision of technically advanced solutions developed by what I believe to be one of the most talented and committed teams in gaming. We see innovation as an outlook or philosophy rather than simply a function and in order to live up to this, it is absolutely crucial that we continuously innovate, which is why we have undertaken to invest a minimum 30% of revenue into this key area. This commitment to R&D enables us to remain both dynamic and agile, ready to meet changing market conditions and shifts in taste, which is what gaming operators must have in order to remain competitive. ICE is a wonderful event to showcase our technology, to meet with key influencers, share our thinking and to build new relationships. It’s arguably the most important three days of our year.”


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