What Novomatic does

NOVOMATIC AG is an Austrian-headquartered, privately held gaming technology conglomerate founded in 1980 by Professor Johann F. Graf, with FY2025 revenue of approximately EUR 3.6 billion and a global workforce of approximately 26,000 employees across roughly 50 countries and 83 documented locations. The company operates across the full gaming value chain as a producer, operator, and technology partner: it designs and manufactures gaming hardware (slot cabinets including VIP X, DIAMOND X, BLACK EDITION II, PANTHERA, and electronic table cabinets such as LOTUS SL), develops gaming platforms (Coolfire, Novo Line, Impera Line, Global Game Art, GAMINATOR), and licenses content including long-running franchises such as Book of Ra, Lucky Lady's Charm, Dolphin's Pearl, and Sizzling Hot. Its central software asset is NOVOVISION, a modular casino management system with biometric access control, cash management, player tracking, digital wallet, and tournament modules, deployed across 35,000+ gaming devices, 3,000+ sports betting terminals, and 1,300+ cash terminals globally.

The company monetizes through multiple streams: (1) hardware and equipment sales to casino operators and lottery organizations, (2) licensing of gaming content and platforms, (3) recurring CMS and technology service revenue via NOVOVISION and Greentube (the iGaming subsidiary acquired in 2010), and (4) operations of approximately 2,000 gaming venues and sports betting outlets under the ADMIRAL brand and other regional brands (LÖWEN, Greentube, Ainsworth). Long-term government partnerships, such as the Romanian State Lottery (10,000 VLTs since 2013) and the University of Iceland lottery platform (tendered in 2025/2026), anchor a portion of recurring revenue. The business model is B2B enterprise sales to regulated gaming operators and state lotteries, with direct enterprise field sales teams, regional subsidiary networks, and a presence at major industry trade shows (ICE Barcelona, G2E Las Vegas, G2E Asia).

Operationally, NOVOMATIC runs its own manufacturing in Austria, Germany, Spain, and Hungary, with regional operations in the UK, Italy, Netherlands, USA, Australia, Argentina, Peru, South Africa, and elsewhere. The company maintains a defensive posture through heavy regulatory compliance (G4 player protection certification across 19 group companies covering 68% of group revenue, UK Gambling Commission license 45352, ISO 20671 Certified Brand designation as the first gaming technology company globally to achieve it) and a sizable intangible asset base of approximately 5,000 IP rights. Recent structural moves include the 2025 divestiture of ADMIRAL Austria to Tipico, the 2025 acquisition of Vikings Casinos Group in France, and a 2025 Scheme of Arrangement to acquire the remaining minority stake in Ainsworth Game Technology, indicating active portfolio rebalancing toward international growth markets and Asia-Pacific.

Name

Novomatic

Legal name

NOVOMATIC AG

Website

https://novomatic.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

NOVOMATIC AG is an Austrian, privately held gaming technology conglomerate that designs, manufactures, and operates slot machines, electronic table games, casino management systems, and lottery solutions for regulated casino operators, lotteries, and gaming venues across approximately 50 countries.

Ownership category

akta.pro rank

Product category

Gaming Equipment Manufacturing

NAICS

Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Gambling Industries (7132), Software Publishers (5132), Casinos (except Casino Hotels) (713210), Other Gambling Industries (713290)

SIC

Computer Terminals (3575)

akta.pro primary industry

Slot & VLT Cabinets, Components & Conversion Kits (MPAEANAD)

akta.pro secondary industries

Gaming Machine Systems & Management (CMS, TITO, Player Tracking, Bonusing) (MPAEAJAH), Electronic Table Games (ETGs) & Stadium Gaming Terminals (MPAEANAC), Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer) (MPAEABAJ), Sportsbook & Race Book Hardware (Betting Terminals, Display Walls, Tote Terminals) (MPAEANAH), Gaming Peripherals & Player Interface Hardware (Bill/Ticket Validators, Printers, Touchscreens) (MPAEANAE)

Keywords

• Gaming technology equipment
• Casino management systems
• Slot machine manufacturing
• Electronic table games
• Gaming venue operations

Headquarters

HQ city

Gumpoldskirchen

HQ country

Austria

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Gaming Equipment Manufacturing & Sales: NOVOMATIC designs, manufactures, and sells gaming cabinets, slot machines, electronic table cabinets, and related gaming hardware to casino operators and gaming venues worldwide.
2. Casino & Gaming Venue Operations: The company operates approximately 2,000 electronic casino facilities, sports betting outlets, and gaming venues globally under the ADMIRAL brand and other names.
3. Gaming Content & Software Licensing: NOVOMATIC develops and licenses gaming content (slot games, electronic table games, jackpot systems) and gaming platforms. iGaming operations are handled through Greentube subsidiary.
4. Casino Management & Technology Services: NOVOVISION casino management systems, cash management solutions, and technology services are provided to casino operators globally.
5. Lottery Solutions: NOVOMATIC provides lottery systems and VLT terminals to state lotteries and gaming operators, including the long-term partnership with Romanian state lottery.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

NOVOMATIC designs, manufactures, and sells high-tech gaming equipment including slot machine cabinets, electronic table games, and video lottery terminals. It provides the NOVOVISION modular casino management system, develops and licenses gaming content (e.g., Book of Ra), and directly operates approximately 2,000 gaming venues and sports betting outlets globally under brands such as ADMIRAL. Online gaming content distribution is handled through its Greentube subsidiary.

Product overview

Novomatic is a global gaming technology conglomerate offering a comprehensive Omni-Channel product portfolio as a full-service provider. The portfolio is organized into several interconnected categories: (1) Gaming Cabinets including Slot Machines (VIP X Galaxy, DIAMOND X, BLACK EDITION II, MASTER SL, PANTHER, PANTHERA, FUNMASTER) and Electronic Table Cabinets (EXECUTIVE SL, LOTUS SL, LOTUS ROULETTE), (2) Games including Game Mixes (Impera Line, GAMINATOR, Superia Games, Magic Games), Jackpots (Linked and Standalone Progressives), and Electronic Table Games (NOVO Unity Pro, Lucky Lady's Roulette), (3) Gaming Platforms (Coolfire, Novo Line, Impera Line, Global Game Art), and (4)NOVOVISION™ - a modular casino management system with sub-modules for Core, Access (biometric), Pay (cash management), Promo (loyalty), Smart (digital wallet app), Wallet (single wallet), Tables, Tournament, and AV. The iGaming vertical is operated through Greentube subsidiary. The company serves both as producer and operator, offering products and game operations exclusively in regulated markets.

Differentiator

Problem solved

Functional benefit

Brands

• NOVOVISION™: Revolutionary casino management system covering all areas of modern casino operations with modular architecture for video slots, live tables, online gaming, and sports betting.
• Coolfire™
• Novo Line™
• Impera Line™
• Global Game Art
• GAMINATOR™
• ADMIRAL
• NOVO Unity™

Products and services

• VIP X Series Slot Cabinets Premium slot machine cabinet family including V.I.P. X Galaxy 2.65, V.I.P. X Royal 1.85, V.I.P. X Dream 2.43/3.43, and V.I.P. X Lounge 2.32, offering curved and multi-screen configurations for casino operators.
• DIAMOND X Slot Cabinets Multi-screen slot cabinet line including DIAMOND X Quattro 1.55J with four connected displays and DIAMOND X 2.32/3.32 dual and triple screen options, designed for premium casino gaming floors.
• BLACK EDITION II Cabinets Slot machine cabinet line including BLACK EDITION II 1.49J, BLACK EDITION II XL 2.32/3.32, and BLACK EDITION II 3.27, providing entry to mid-range cabinet options for casino operators.
• PANTHER and PANTHERA Cabinets Slot machine cabinet line including PANTHER 2.27/3.27, FUNMASTER 2.27/3.27/3.32, PANTHERA 2.27, and PANTHERA Curve 1.43 premium and entry-level configurations.
• Electronic Table Cabinets Multiplayer electronic table cabinets including EXECUTIVE SL 1.27, LOTUS SL 1.27, LOTUS ROULETTE Genius, and LOTUS ROULETTE Genius 8 with 8-station configuration for live game replacement.
• NOVO Unity Pro Electronic Table Gaming Server-based electronic table gaming platform enabling flexible content delivery, including NOVO LINE Novo Unity II, Lucky Lady's Roulette, Going for Gold, Electronic Poker, Electronic Sic Bo, and Electronic Roulette.
• Game Mixes Curated multi-game editions including Impera Line HD Edition 10, GAMINATOR X5 (five game combinations), Superia Games Premium 3, and Magic Games Magic Play HD Edition 5, offering touchscreen game selection.
• Linked and Standalone Progressive Jackpots Jackpot systems including linked progressive concepts spanning machine banks, slot floors or casino estates, and standalone progressives exclusive to a single game.
• NOVOVISION Casino Management System Modular CMS covering video slots, live tables, online gaming, and sports betting with modules including Core, Access (biometric), Pay (cash management/TITO/cashless), Promo (loyalty), Smart (cross-platform app), Wallet (single wallet), Tables, Tournament, and AV (digital signage).
• Gaming Platforms Hardware and software gaming platforms including Coolfire, Novo Line, Impera Line, and Global Game Art, providing connectivity and smart networking for gaming machines and multi-game editions.
• iGaming Content (via Greentube) Online and mobile gaming content operated through Greentube subsidiary, bringing NOVOMATIC branded games including Book of Ra, Dolphin's Pearl, Lucky Lady's Charm, and Sizzling Hot to regulated online markets globally.
• Interior Design Solutions Comprehensive range of additional equipment including furniture and fittings manufactured to enhance the attractiveness of casino establishments.
• ADMIRAL Branded Gaming Venue Operations Operation of approximately 2,000 electronic casino facilities, sports betting outlets, and gaming venues globally under the ADMIRAL brand and other names, providing end-to-end gaming operations including equipment, content, and systems.

Quantifiable outcome

• 35,000+ gaming devices managed via NOVOVISION system globally
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ainsworth Game Technology Ltd.coreStrategic or Co-development Partner · 1 January 2018Acquired majority stake in 2018, Ainsworth is an Australian gaming technology company that expanded NOVOMATIC's presence in the Asia-Pacific region. Now operates as a subsidiary developing and manufacturing gaming equipment.
• Romanian State LotterycoreStrategic or Co-development Partner · 1 January 2013Long-term partnership established in 2013 for the deployment of 10,000 Video Lottery Terminals (VLTs) in Romania. NOVOMATIC provides both hardware and ongoing technology services for the state lottery system.
• Dragonara Casino ConsortiumminorStrategic or Co-development Partner · 1 January 2010NOVOMATIC consortium won the concession for Dragonara Casino in Malta in 2010, marking entry into the Mediterranean gaming market.
• Greentube GmbHcoreStrategic or Co-development PartnerWholly-owned subsidiary acquired in 2010 that provides iGaming solutions. Greentube operates NOVOMATIC content in regulated online markets globally, including subsidiaries in USA, Serbia, Netherlands, Luxembourg.

Scale indicators12 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• IGT (International Game Technology): Global gaming equipment, lottery, and casino management system provider with comparable product breadth across slots, VLTs, and CMS software. Directly competes with NOVOMATIC in regulated European and US markets.
• Light & Wonder (Scientific Games): Leading gaming equipment, content, and iGaming platform provider offering slot cabinets, table games, and casino systems. Overlaps significantly with NOVOMATIC's hardware, content, and iGaming portfolio.
• Aristocrat Leisure Limited: Australian gaming technology group with comparable slot cabinets, digital gaming (Pixel United), and regulated market presence. Closely comparable to NOVOMATIC in product categories, IP-driven content, and global footprint.
• Playtech plc: Provider of gaming software, iGaming platforms, and casino management systems serving regulated operators. Competes directly with NOVOMATIC's Greentube subsidiary and NOVOVISION CMS in the online and omni-channel space.
• Evolution AB: Market leader in live-dealer online casino and slots via acquired brands (NetEnt, Red Tiger). Overlaps with Greentube in regulated iGaming content distribution and competes for the same online operator customers.
• Merkur Gaming (Gauselmann Group): German family-owned gaming equipment manufacturer with comparable slot cabinets, casino systems, and venue operations. Direct competitor in DACH region with similar full-service manufacturer-operator profile.
• Inspired Entertainment: Provider of gaming hardware, virtual sports, and iGaming content with similar product mix in slot cabinets and electronic table games. Competes with NOVOMATIC in UK, European, and US gaming markets.
• Konami Gaming: Slot machine and casino systems manufacturer (part of Konami Group) with comparable cabinet hardware and CMS offerings. Competes in the same North American and select international markets.
• EGT (Euro Games Technology): Bulgarian-based gaming equipment manufacturer with strong presence across Eastern Europe and CIS. Competes with NOVOMATIC in slot cabinets, VLTs, and multi-game platforms across similar emerging European markets.

Others

• Inspired / Ainsworth Game Technology (post-acquisition context): Australian slot machine manufacturer that is being fully acquired by NOVOMATIC via a 2025 Scheme of Arrangement. Now a wholly-owned subsidiary rather than peer, but historically a comparable slot manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/novomatic
• LinkedInat.linkedin.com/company/novomatic

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novomatic