Blueprint’s Nadia Timofeev talks cabinets, milestones, landmarks and the challenge of recruiting and retaining talent

Coinslot: It’s been a tough start to the year both economically and on the regulatory front, which makes the industry gathering at ARE an important opportunity to test the market as the season shifts into gear. What are you hoping to get from the two days in Manchester?

We are always looking to maxmise the number of touchpoints that we have with our customers and exhibitions such as ARE provide an opportunity to spend extended periods with operators, listen to and understand their issues and provide insight to how we can help maximise the income they are able to earn from their Blueprint machines. We are what I would describe as being pro-active listeners which means learning from every single conversation that we have with members of the industry and feeding their experience into our development programme. Sometimes seemingly small adjustments to a machine can have a big impact on income.

Exhibitions also provide an opportunity to exchange opinions and share thinking on important industry issues. As part of the ARE seminar programme I’m co-hosting a session entitled The Talent Trap: Staff Recruitment and Retention at 4:00 PM on 29 April. It’s a topic that’s become even more urgent in light of the rising operational costs driven by the Autumn Budget. Businesses are under pressure, and that often puts strain on staffing decisions.

We’ll be tackling how we, as a sector, can attract new talent – especially from more diverse backgrounds – and how to retain them in what is a challenging climate – through smarter shift patterns, clear development paths, and creating work environments that people actually want to stay in. It’s about finding practical ways to keep teams engaged and supported, even when margins are tight. I’m hoping the session becomes a real dialogue with operators, HR leads, and other manufacturers. It’s about creating a future-proof foundation for everyone.

Coinslot: In terms of product, what innovations and new launches will visitors be seeing on your stand next week?

We’re genuinely excited about ARE Expo this year – it’s a brilliant opportunity to engage with operators and share what we’ve been developing. We’re showcasing four of our key cabinets: Revolution, Revolution 49″, Velocity, and Poker 23. Each one represents a step forward in performance, player experience, and operator returns.

The Revolution series in particular continues to stand out in the market. With the 49″ variant, we’re delivering visual impact and player engagement at scale. Velocity brings a sleek, space-efficient profile without compromising on power. And Poker 23 is designed with precision for its player base and performing extremely well in its category. We’ve focused on cabinets that serve diverse operational needs, from high-footfall urban sites to seasonal or space-limited locations. We want operators to walk away knowing Blueprint has a solution that fits their specific environment and that we’re committed to long-term value, not just flash-in-the-pan hardware.

If I had a message for visitors it would be to come armed with questions, ideas, and curiosity. We’re here to share not just our latest products, but the market intelligence and operational insights that make a difference on the ground. Whether you’re looking to understand player trends, optimise your cabinet mix, or get support setting up a new venue, we’ve got the expertise to help. From technical performance to venue flow and customer engagement, our team is ready to advise, talk real-world solutions and create long-term success.

Coinslot: We’re now into the second quarter of 2025, what have been the highlights of the year so far in terms of business development and product launches?

There have already been a number of highlights, landmarks  and milestones in the first quarter of 2025. In partnership with our sister brands Blueprint Gaming, MERKUR Slots and Regal Gaming Technologies, Gladiator Riches became our first Omni Channel game launch. It was deployed to 24,000 terminals across Pub, LBO, AGC, Bingo and Motorway Service Areas to dovetail with Blueprint Gaming’s launch of the title online. The initiative reflects the way that slots players are utilising multiple platforms and verticals to source their gambling entertainment. Following the success of the integrated omni-channel initiative we are planning a further two launches through the course of 2025.

This year we also celebrated our status as a major long-term contributor to the profitability of venues across all of the UK’s land based gambling entertainment sectors by completing our 40,000^th machine sale with 80 percent (32,000) of those machines still in operation across single site, Motorway Service Areas, AGC and bingo. The 40,000^th machine sale was the new Velocity cabinet which is revolutionising and redefining the single site gaming experience courtesy of bespoke content and the ground-breaking V-Deck.

In terms of used equipment our partnerships with Aztec and Wessex have been key. These are trusted names who understand the market, and their support allows us to offer high-quality, factory-approved used cabinets. Not every operator needs brand-new machines all the time. By offering exceptional used product through reputable distributors, we’re making sure everyone has access to quality, no matter the size of their business. It’s about meeting operators where they are and helping them grow.

Coinslot: Looking at the market forces and the somewhat erratic signs regarding movement on the Gambling Review, how do you feel about the proposed changes in legislation and what the industry needs to realise the growth we need moving forward?

The wait for the White Paper reforms combined with the impact of the rise in business costs has caused a perfect storm for the industry.  The overall costs of running the business just continue to rise and currently sit at record levels and that’s without factoring in the inevitable spike in costs resulting from the imposition of global tariffs.

Most suppliers and retailers do have some flexibility in how they manage these challenges, increasing prices being the obvious one. However, and as we’ve highlighted on numerous occasions our sector does not have this freedom and we continue to operate on prices which were set in 2011 for our all-important B3 games and 2014 for the Cat C product. 

In 2011 the minimum wage was £6.08p and its now £12.21 representing a 100 percent increase. Over the same period energy costs have risen an eye watering 350 percent! It’s clear that the industry needs the freedom to earn the income which is necessary for a sustainable future.