Game Nation CEO Mark Jepp highlights a growing alignment between the US and UK gaming markets. Following his visit to G2E Las Vegas he emphasises that developments such as immersive hardware, and innovations including slot tournaments and mobile-to-physical machine integration would provide a major opportunity to elevate the game-playing experience on this side of the Atlantic.
Mark Jepp, CEO of Game Nation believes that the UK and US gaming markets are experiencing a greater degree of alignment than at any time in the recent past.
Expanding on the premise having returned from G2E alongside Game Nation Ops Director Eric Howell and Slots Director Andy Sessions he said: “Over the last three years the content and in some cases the platforms on the casino floor in the United States share key characteristics with what’s found in the UK.
“As a consequence, what you find in Vegas is now much more relevant: the games and themes that are working there are also working in the UK.”
Focussing on the four pillars of hardware, content, promotions and technology he stated: “It’s clear that cabinets are becoming larger – some standing up to 11 feet tall without toppers – as is the importance of providing players with a more immersive experience.
“With many new releases using 55-inch screens, manufacturers are placing greater emphasis on delivering a premium experience including interactive lighting and signage that responds to gameplay.”
Jepp also argued that game themes and mechanics are increasingly being shared globally, with proven mechanics from US and online gaming also appearing in the UK.
Slot Tournaments, he believes are transformative turning a solo experience into a shared one. “Tournaments create greater visibility, deliver theatre, as well as reasons for machine players to visit, stay and return.”
A major opportunity identified by Game Nation is the ability for customers to play physical slot machines through their mobile phone creating a more compelling experience than conventional online slots. Such technology is currently live only in New Jersey and would require UK regulatory approval as well as a broadcasting licence.
Mark Jepp concluded: “Exhibitions are about prompting debate and understanding the art of the possible. Thinking expansively, the UK has an opportunity to elevate the customer experience by following developments already emerging in the US whether its larger and more immersive machines, better game mechanics, slot tournaments, mobile/physical-machine integration, or interactive venue technology. Vegas demonstrated the trinity of gaming, technology and entertainment.”
United Nation
Mark Jepp said……. “It’s clear that cabinets are becoming larger – some standing up to 11 feet tall without toppers – as is the importance of providing players with a more immersive experience……
Originally published on Coinslot on October 12, 2026. Republished with permission.