Jaime Estalella, Managing Director Operations Spain at NOVOMATIC, is leaving a lasting mark on the Spanish gaming industry. His leadership has been key to positioning NOVOMATIC Spain and ADMIRAL gaming halls as benchmarks for trust, responsible gaming, and corporate social responsibility (CSR).
As a two-time jury member of the Responsible Gaming and CSR Awards, Estalella has helped drive emblematic initiatives such as Running After a Dream (Corriendo tras un Sueño), promoting the inclusion of young people with disabilities through sport, and the ADMIRAL Awards for Spanish Sport, now consolidated as a reference in the national scene.
In August 2025, Estalella once again placed responsible gaming in Spain at the center of the conversation with the launch of a new campaign across ADMIRAL arcades to raise awareness among customers and society. This project further strengthens NOVOMATIC Spain’s prestige and recognition among institutions and the market.
1. How are customers responding to the information on responsible gaming in the arcades?
The response has been very positive. Customers perceive that this is not just about complying with a legal obligation, but a genuine commitment to them. They value the fact that the information is clear, accessible, and available at all times. They also appreciate that staff are able to answer their questions. This transparency generates trust and peace of mind.
2. Can it be said that ADMIRAL arcades are consolidating themselves as trusted spaces where customers receive support and personalized attention at all times?
Yes, absolutely. Our goal is that every customer who walks into an arcade feels they are in a safe and welcoming environment. Personalized attention is not only about providing good leisure services, but also about being attentive to each person’s needs. That is what allows us to be perceived as a trusted space.
3. What concrete measures have you implemented to make this responsible experience a reality in day-to-day operations?
We have worked on several fronts. First, training our teams is essential: they are prepared to detect risky behaviors and act with sensitivity and responsibility. In addition, we have reinforced signage and brochures in the arcades with useful information about gaming and support resources. We also have clear internal protocols for responsible gaming.
4. One of the new initiatives has been the launch of the CAMPUS NOVOMATIC platform. How does this tool help strengthen the culture of responsibility within the company?
The CAMPUS is a project we are particularly proud of. It allows us to centralize all training and awareness on responsible gaming and make it accessible to all our teams. The big advantage is that it is not just theoretical content, but practical and up-to-date material that helps employees apply what they have learned in their daily work. Ultimately, the CAMPUS is helping us to consolidate a culture of responsibility shared throughout the company.
5. Do you agree with the statement that “gaming will be responsible or it will not exist”? How is this reflected in ADMIRAL arcades’ strategy and in the daily treatment of customers?
I completely agree. The future of the industry depends on responsible gaming—there is no alternative. In our case, it is embedded in every strategic decision: from our company’s core pillars to the way we train our teams, or how we design the leisure offer in the arcades. On a day-to-day basis, this translates into closeness, transparency, and an active attitude of supporting the customer so that gaming is experienced as what it should be: a healthy, safe, and high-quality form of entertainment.
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