Michael Bauer holds two key roles at Greentube: chief financial officer and chief games officer. As CFO since 2015, Bauer oversees all financial matters, including accounting and M&A. In his role as CGO, he is responsible for directing the strategic direction of the games portfolio, including production, sales, and operations. While these positions are typically separate, Bauer believes they complement each other and he brings his financial expertise to inform the strategic aspects of game development and market expansion.
Since 2017, Greentube has been expanding into various global markets. Bauer is involved in the process of assessing market potential, operator landscapes, and obtaining licenses. He develops business plans, evaluates competitors, and sets targets for revenue and client acquisitions. His data-driven expertise also comes into play when analyzing game performance and determining which mechanics resonate with players in different markets.
While data plays a crucial role in game development, Bauer emphasizes the importance of innovation. Greentube dedicates a percentage of its budget to creating new concepts that may disrupt the market and attract players. However, these innovative ideas can sometimes fail, so a balanced approach is necessary to manage financial risks without stifling creativity. Bauer believes in defining the market rather than playing it safe and strives to inspire his team to develop market-defining content.
Building a cooperative working culture is essential for Bauer and the growth of Greentube. He values hard work and meeting objectives while also emphasizing the importance of enjoying the job and maintaining a work-life balance. While his role can be demanding, he strives to prioritize his family and limit work-related travel.
As a slot developer, Bauer understands the responsibility to both players and the business. He acknowledges that gambling can be perceived as predatory and highlights the efforts taken by Greentube to promote responsible gaming, affordability, and transparent marketing practices. He believes the industry has made significant progress in implementing measures to avoid targeting vulnerable players and minimize problem gambling.
Greentube’s global expansion is driven by opportunities in regions like North America and Canada, where the market has opened up to suppliers. Bauer highlights the importance of local content, networks, and relationships for success in these regions. While the US market requires patience due to lengthy processes, the potential is significant, fueled by a different public perception of gambling as entertainment.
When envisioning the future of the industry, Bauer recognizes that technological advancements and new competitors can disrupt the market. Mega brands like Microsoft, Google, and Amazon could enter the gaming industry, either through new product offerings or acquisitions. While consolidation is likely to continue among industry giants, Bauer expects spinoffs and new ventures to emerge, creating competition and challenges. The industry’s focus may shift to unexpected regions like Latin America or unexpected regulatory changes in established markets.
Overall, Bauer emphasizes the need for suppliers like Greentube to adapt to changing market dynamics, meet challenges head-on, and strive for innovation in order to thrive in the industry.
