Interblock has established itself as one of the most influential players in the transformation of the global casino floor. Far from superficial innovation, the company has built its growth on applied technology, player-centric design, and solutions that enhance the day-to-day operations of casinos, in a context where efficiency and experience can no longer be separated.
In this interview for Revista Casino, John Connelly, CEO of Interblock, analyzes the path that led the company to expand across multiple verticals—from electronic table games and live tables to new entertainment concepts such as AMUSE and its entry into the online environment. He also shares his perspective on the trends, challenges, and strategic priorities that will shape the future of the casino industry in the years ahead.
1. Interblock has consolidated a very strong global presence in recent years. From your role as Global CEO, how would you describe the company’s current position within the gaming industry?
Interblock is in a position that reflects years of innovation and hard work. We’ve grown steadily, expanded globally, and done so with a clear vision for where the industry is headed and how we can continue to grow responsibly within it.
What started as a company focused on automated roulette has evolved into something much broader. Today, Interblock is integrated across every major category of the casino floor, including table games, electronic table games (ETGs), and slots. We’ve also introduced a fourth category, AMUSE, built around entertainment-focused, RNG-driven titles that feel familiar, dynamic, and intuitive, and appeal to players looking for something different.
With the launch of our online platform this year, we’re extending that presence even further and creating a connected ecosystem that spans land-based and digital play.
I’m proud that our reputation is built on performance and trust. Operators know what they are getting from Interblock, and players recognize our products because they feel intuitive and engaging.
2. What strategic decisions have been key to sustaining this growth without losing focus?
We built a strong team, invested heavily in R&D, and listened carefully to operators and players. We expanded only when we knew we could add real value. Acquisitions like Aruze’s ETG assets and Zuum allowed us to broaden our product offerings, reach new customers, and bring additional talent and expertise into the organization.
Having Oaktree Capital as a partner has also played an important role. Their long-term perspective allows us to think strategically, invest thoughtfully, and focus on sustainable growth rather than short-term pressure. That alignment gives us the flexibility to do things the right way.
3. Interblock is recognized for its focus on technology applied to the player experience. What is the central focus of the company’s global strategy today?
Our focus remains the same: bridging gameplay with technology that improves both the player and operator experience.
We closely analyze how players approach a product, how quickly they understand it, and how it makes them feel over time. Technology plays a key role in that process, from intuitive interfaces and immersive visuals and sound to features that offer more interaction and opportunity than traditional games. The goal is always to create experiences that are entertaining, engaging, and easy to step into.
That same thinking applies to operators. We use technology to deliver accurate payouts, strengthen game protection, support staffing efficiency, and help operators reach new audiences. The strongest products are the ones where both player experience and operational performance are improved together.
4. How does the executive leadership balance constant innovation with the need for operational stability for operators?
At Interblock, we innovate with players, operators, and the casino floor in mind. We test extensively, listen closely to operator feedback, and refine until a product is ready to perform and excel in a live environment.
A willingness to adjust is critical. In one instance, we returned to the drawing board on a product that had already been recognized as “Most Innovative Technology” because operator feedback showed us how it could perform even better on the floor.
Creating products that are both innovative and stable is something we take very seriously. Operators rely on these systems every day, and we fully understand the responsibility that comes with that trust.
5. In an increasingly competitive market, what truly distinguishes Interblock from other casino solution providers?
What sets Interblock apart is our willingness to push boundaries and take risks to discover what’s next, rather than making incremental changes to existing products. No one knows exactly what the future holds, but we’re committed to finding out.
That mindset has been part of Interblock from the beginning. We helped establish ETGs as a core part of the casino floor, and today we’re applying that same innovative thinking to new segments like AMUSE.
At the same time, we remain grounded in execution. We design solutions for traditional table players, new players, and those looking for entirely different experiences, all supported by technology that improves accuracy, efficiency, and overall performance.
6. Innovation is a recurring word in the industry, but it doesn’t always translate into real solutions. How does Interblock understand innovation in practice?
Innovation begins with listening. We spend a great deal of time working with operators and observing how players interact with our products. That feedback directly shapes how we build, refine, and, at times, rethink what we bring to market.
Innovation doesn’t always get everything right the first time. Our ability to pivot, collaborate internally, and respond quickly to real-world input is what allows innovation at Interblock to turn into practical, lasting solutions.
7. What technological trends do you think will shape product development in the coming years?
We’re seeing strong demand for entertainment-driven experiences, including intuitive games with longer play cycles and deeper engagement. Players are also drawn to more social and interactive formats supported by immersive audio and high-definition graphics.
There is a growing convergence between land-based and online play, whether through experiences that feel familiar on the floor or models that connect physical and digital play more directly.
From an operational standpoint, flexibility will be key. Operators want greater control over game settings such as denominations, betting limits, timing, and presentation so they can tailor experiences in real time. We also see opportunities for AI to enhance gameplay, personalization, and performance without compromising integrity.
8. As we enter 2026, what are Interblock’s main strategic objectives globally?
Our priority is execution. We want to continue building on our existing momentum while delivering consistently for both our customers and their players.
That includes expanding AMUSE, strengthening our ETGs and live table offerings, continuing to grow our slots portfolio, and launching our online platform. At the same time, we remain focused on service, support, and long-term partnerships that allow our customers to grow alongside us.
9. Will this new year focus more on expansion, consolidation, or deepening your presence in existing markets?
In practice, it’s a combination of all three. We will expand where there is clear opportunity, deepen relationships in markets where we already have strong partnerships, and consolidate our position by refining how our products perform and work together.
That balanced approach allows us to grow responsibly while staying focused on long-term value.
10. ICE Barcelona has become a key meeting point for the industry. What does this event represent for Interblock?
ICE is an important opportunity for us to connect with industry professionals from around the world. It’s where we meet customers, hear what’s happening in different markets, and share what we’ve been working on on a global stage.
It’s also a valuable moment to see how our products resonate with attendees and to collect feedback. Those conversations help us understand how we can continue improving and refining what we bring to the floor.
11. What main message does Interblock want to convey during its participation in ICE Barcelona 2026?
The message is simple: Interblock is committed to the future of gaming, and we’re approaching that future thoughtfully.
We’re introducing new forms of entertainment that attract players, create memorable experiences on the floor, and help operators drive revenue, all while preserving the integrity of the game and supporting the operational needs of our customers.
12. What can visitors expect to find at the Interblock booth this year?
Visitors will see a full range of Interblock solutions, including AMUSE titles introduced to Europe for the first time, alongside an expanded lineup of ETGs and live products focused on accuracy, protection, and efficiency, as well as a new slots portfolio that extends our presence across the floor.
Everything on display reflects our approach: it’s about showing how thoughtful design and technology can continue to push the boundaries of what’s possible on the casino floor while delivering real value for both players and operators.
John Connelly: Interblock’s Vision for the New Casino Floor, on the Road to ICE Barcelona
Interblock has established itself as one of the most influential players in the transformation of the global casino floor. Far from superficial innovation, the company has built its growth on applied technology, player-centric design, and solutions that enhance the day-to-day operations of casinos, in a context where efficiency and experience can no longer be separated.
Read also: James Maida of GLI drives a strategic axis focused on technology and security
In this interview for Revista Casino, John Connelly, CEO of Interblock, analyses the path that led the company to expand across multiple verticals—from electronic table games and live tables to new entertainment concepts such as AMUSE and its entry into the online environment. He also shares his perspective on the trends, challenges, and strategic priorities that will shape the future of the casino industry in the years ahead.
1. Interblock has consolidated a very strong global presence in recent years. From your role as Global CEO, how would you describe the company’s current position within the gaming industry?
Interblock is in a position that reflects years of innovation and hard work. We’ve grown steadily, expanded globally, and done so with a clear vision for where the industry is headed and how we can continue to grow responsibly within it.
What started as a company focused on automated roulette has evolved into something much broader. Today, Interblock is integrated across every major category of the casino floor, including table games, electronic table games (ETGs), and slots. We’ve also introduced a fourth category, AMUSE, built around entertainment-focused, RNG-driven titles that feel familiar, dynamic, and intuitive, and appeal to players looking for something different.
With the launch of our online platform this year, we’re extending that presence even further and creating a connected ecosystem that spans land-based and digital play.
I’m proud that our reputation is built on performance and trust. Operators know what they are getting from Interblock, and players recognize our products because they feel intuitive and engaging.
2. What strategic decisions have been key to sustaining this growth without losing focus?
We built a strong team, invested heavily in R&D, and listened carefully to operators and players. We expanded only when we knew we could add real value. Acquisitions like Aruze’s ETG assets and Zuum allowed us to broaden our product offerings, reach new customers, and bring additional talent and expertise into the organization.
Having Oaktree Capital as a partner has also played an important role. Their long-term perspective allows us to think strategically, invest thoughtfully, and focus on sustainable growth rather than short-term pressure. That alignment gives us the flexibility to do things the right way.
3. Interblock is recognized for its focus on technology applied to the player experience. What is the central focus of the company’s global strategy today?
Our focus remains the same: bridging gameplay with technology that improves both the player and operator experience.
We closely analyze how players approach a product, how quickly they understand it, and how it makes them feel over time. Technology plays a key role in that process, from intuitive interfaces and immersive visuals and sound to features that offer more interaction and opportunity than traditional games. The goal is always to create experiences that are entertaining, engaging, and easy to step into.
That same thinking applies to operators. We use technology to deliver accurate payouts, strengthen game protection, support staffing efficiency, and help operators reach new audiences. The strongest products are the ones where both player experience and operational performance are improved together.
4. How does the executive leadership balance constant innovation with the need for operational stability for operators?
At Interblock, we innovate with players, operators, and the casino floor in mind. We test extensively, listen closely to operator feedback, and refine until a product is ready to perform and excel in a live environment.
A willingness to adjust is critical. In one instance, we returned to the drawing board on a product that had already been recognized as “Most Innovative Technology” because operator feedback showed us how it could perform even better on the floor.
Creating products that are both innovative and stable is something we take very seriously. Operators rely on these systems every day, and we fully understand the responsibility that comes with that trust.
5. In an increasingly competitive market, what truly distinguishes Interblock from other casino solution providers?
What sets Interblock apart is our willingness to push boundaries and take risks to discover what’s next, rather than making incremental changes to existing products. No one knows exactly what the future holds, but we’re committed to finding out.
That mindset has been part of Interblock from the beginning. We helped establish ETGs as a core part of the casino floor, and today we’re applying that same innovative thinking to new segments like AMUSE.
At the same time, we remain grounded in execution. We design solutions for traditional table players, new players, and those looking for entirely different experiences, all supported by technology that improves accuracy, efficiency, and overall performance.
6. Innovation is a recurring word in the industry, but it doesn’t always translate into real solutions. How does Interblock understand innovation in practice?
Innovation begins with listening. We spend a great deal of time working with operators and observing how players interact with our products. That feedback directly shapes how we build, refine, and, at times, rethink what we bring to market.
Innovation doesn’t always get everything right the first time. Our ability to pivot, collaborate internally, and respond quickly to real-world input is what allows innovation at Interblock to turn into practical, lasting solutions.
7. What technological trends do you think will shape product development in the coming years?
We’re seeing strong demand for entertainment-driven experiences, including intuitive games with longer play cycles and deeper engagement. Players are also drawn to more social and interactive formats supported by immersive audio and high-definition graphics.
There is a growing convergence between land-based and online play, whether through experiences that feel familiar on the floor or models that connect physical and digital play more directly.
From an operational standpoint, flexibility will be key. Operators want greater control over game settings such as denominations, betting limits, timing, and presentation so they can tailor experiences in real time. We also see opportunities for AI to enhance gameplay, personalization, and performance without compromising integrity.
8. As we enter 2026, what are Interblock’s main strategic objectives globally?
Our priority is execution. We want to continue building on our existing momentum while delivering consistently for both our customers and their players.
That includes expanding AMUSE, strengthening our ETGs and live table offerings, continuing to grow our slots portfolio, and launching our online platform. At the same time, we remain focused on service, support, and long-term partnerships that allow our customers to grow alongside us.
9. Will this new year focus more on expansion, consolidation, or deepening your presence in existing markets?
In practice, it’s a combination of all three. We will expand where there is clear opportunity, deepen relationships in markets where we already have strong partnerships, and consolidate our position by refining how our products perform and work together.
That balanced approach allows us to grow responsibly while staying focused on long-term value.
10. ICE Barcelona has become a key meeting point for the industry. What does this event represent for Interblock?
ICE is an important opportunity for us to connect with industry professionals from around the world. It’s where we meet customers, hear what’s happening in different markets, and share what we’ve been working on on a global stage.
It’s also a valuable moment to see how our products resonate with attendees and to collect feedback. Those conversations help us understand how we can continue improving and refining what we bring to the floor.
11. What main message does Interblock want to convey during its participation in ICE Barcelona 2026?
The message is simple: Interblock is committed to the future of gaming, and we’re approaching that future thoughtfully.
We’re introducing new forms of entertainment that attract players, create memorable experiences on the floor, and help operators drive revenue, all while preserving the integrity of the game and supporting the operational needs of our customers.
12. What can visitors expect to find at the Interblock booth this year?
Visitors will see a full range of Interblock solutions, including AMUSE titles introduced to Europe for the first time, alongside an expanded lineup of ETGs and live products focused on accuracy, protection, and efficiency, as well as a new slots portfolio that extends our presence across the floor.
Everything on display reflects our approach: it’s about showing how thoughtful design and technology can continue to push the boundaries of what’s possible on the casino floor while delivering real value for both players and operators.
Read also: Héctor Fernández leads IGT at ICE Barcelona
