Bell-Fruit celebrates half a century at ICE


Bell-Fruit Games, part of the Novomatic Group of companies, will be using its presence at ICE to celebrate 50-years of gaming innovation and at the same time, to showcase a total of 24 games for the UK, Belgian, Spanish and Dutch markets.

For a brand which is steeped in gaming innovation dating back to 1963, the year that John F Kennedy was assassinated, that Martin Luther King made his ‘I have a dream speech’ and The Beatles released their debut album, Please Please Me, Bell-Fruit is issuing an open invitation to ICE visitors to join them on stand S5-250 in order to celebrate 50-years in the business, but more importantly to view the games of tomorrow and get the inside track on the company’s development strategies moving forward.

John Austin, Managing Director of Bell-Fruit Games said: “2012 was a milestone year for Bell-Fruit.  As part of the Novomatic Group we now have owners who are as passionate about gaming as we are and who have the insight, vision and financial commitment to enable the brand to take on the challenges of the next 50-years.  In the short period that we have been part of the Novomatic family we have been making big investments throughout the business and whilst securing brand licenses such as the extension of Deal Or No Deal, which we announced in the autumn, are the highest profile examples of our commitment to the market, we also continue to make a big contribution to the infrastructure at our Nottingham head office and to the R&D team based there.   

“We will have our most senior executive team at ICE who will be available to not only profile our new games releases but also to explain our thinking on product moving forward and outline how we will be responding to the challenges and opportunities for gaming in Europe,” he added.

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