What Novomatic Italia does

Novomatic Italia S.p.A. is the Italian operating subsidiary of Austrian gaming conglomerate NOVOMATIC AG, active in Italy since 2007 and headquartered in Rome. It operates as a full-service provider in Italy's ADM-regulated legal gaming market, combining B2B equipment supply with direct B2C retail operations. On the B2B side, the company runs two of Italy's largest network concessionaires — ADMIRAL Gaming Network (~19,000 AWP rights, ~3,400 VLTs) and HBG Gaming's telematic network (22,000 AWP rights, ~4,800 VLTs) — supplying AWP and VLT machines, software, and management systems to thousands of third-party operators. On the B2C side, it directly operates approximately 250 ADMIRAL-branded gaming rooms and 15 bingo halls, plus 52 directly managed betting points through HBG, and runs the Quigioco online gaming platform under a concession valid through 2034.

The technology stack is anchored by the proprietary NOVOLINE VLT platform, the NOVOLINE Easy VLT cashless payment solution integrated with ADMIRAL Pay (a Bank of Italy-authorized payment institution), the NovoUnity Pro systems platform, the NOVOVISION casino management system, and globally successful game IP including Book of Ra, Sizzling Hot, Dolphin's Pearl, Lord of the Ocean, Lucky Lady's Charm, and the Cash Connection family. Distribution spans the Capecod Gaming iGaming platform and Greentube omni-channel content delivery, with subsidiaries covering AWP manufacturing (Allstar), retail operations (ALP, Le Palme by ADMIRAL), sports betting (ADMIRAL Sport), and online (HBG Online Gaming, Quigioco, Capecod). The company holds ISO 9001, ISO 14001, ISO 45001, G4 Responsible Gaming, and AGCM Legality Rating (★★★) certifications, and the parent received an S&P BB+ credit rating upgrade in 2023.

Revenue is generated through six primary streams: hardware sales of gaming machines (AWP/VLT), managed-services revenue from directly operated gaming venues, licensing/royalty-style revenue from network concession rights (19,000+ AWP rights and 3,400+ VLTs under ADMIRAL Gaming Network, plus HBG's 22,000/4,800), recurring online gaming revenue from Quigioco and HBG Online Gaming portals, transaction fees from ADMIRAL Pay cashless payment services, and transaction-fee revenue from retail and online sports betting. As of the latest disclosure, the Italian workforce exceeds 4,200 internal resources (52% female), supported by offices in Rome (HQ), Rimini, Busto Arsizio, Bolzano, and Imola.

Name

Novomatic Italia

Legal name

NOVOMATIC Italia S.p.A.

Website

https://novomatic.it

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Novomatic Italia S.p.A. is the Italian subsidiary of NOVOMATIC AG and the leading VLT provider in Italy's ADM-regulated legal gaming market, operating ~250 ADMIRAL gaming rooms, 15 bingo halls, and supplying AWP/VLT equipment to third-party operators through its ADMIRAL Gaming Network and HBG Gaming concessions.

Ownership category

akta.pro rank

Product category

Gaming Equipment & Operations

NAICS

Gambling Industries (7132)

akta.pro primary industry

Gaming Machine Systems & Management (CMS, TITO, Player Tracking, Bonusing) (MPAEAJAH)

akta.pro secondary industries

Player Account Management (PAM), CRM & Loyalty Platforms (MPAEAKAF), Sportsbook Platform & PAM Providers (B2B) (MPAEACAC), Gaming-Focused Payment Gateways & Orchestration (MPAEALAB)

Keywords

• Gaming technology
• VLT machines
• AWP machines
• Casino management systems
• Retail gaming venues

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gaming Equipment Manufacturing & Supply: Manufacturing and supplying AWP (Newslot) and VLT (Videolottery) machines to gaming operators throughout Italy. NOVOMATIC Italia operates as a full-service provider of gaming technology equipment.
2. Retail Gaming Operations: Operating approximately 250 ADMIRAL branded gaming rooms and 15 bingo halls directly. B2C revenue from gaming venue operations.
3. Network Concession Operations: ADMIRAL Gaming Network concessionaire manages approximately 19,000 AWP rights and about 3,400 VLTs. HBG Gaming network manages 22,000 AWP rights and approximately 4,800 VLTs.
4. Online Gaming: Operating online gaming through Quigioco platform under concession. HBG Online Gaming portal reaches all of Italy with online gaming services.
5. Payment Services: ADMIRAL Pay, authorized as Bank of Italy Payment Institution, provides digital payment solutions for gaming transactions.
6. Betting Operations: HBG Gaming operates 52 directly managed betting points and online betting portal. NOVOMATIC operates betting points through its network.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Novomatic Italia is a full-service provider in Italy's regulated gaming market, manufacturing and supplying VLT (Video Lottery Terminal) and AWP (Amusement With Prize) gaming machines while operating a network of approximately 250 ADMIRAL-branded gaming rooms and 15 bingo halls. The company also runs an online gaming platform (Quigioco) and provides gaming payment services through ADMIRAL Pay.

Product overview

NOVOMATIC Italia is a full-service provider in the Italian legal gaming market, offering a comprehensive ecosystem of gaming products and services. The core offering centers on the NOVOLINE VLT Platform for video lottery terminals, complemented by the XTENSION LINK linked-progressive game series and NOVOLINE Easy VLT cashless payment solution. The portfolio includes premium gaming cabinets (DIAMOND X™ 1.55J), classic slot titles (Sizzling Hot™ deluxe, Book of Ra™ deluxe, Dolphin’s Pearl™ deluxe), and casino management systems (NOVOVISION, Novo Unity Pro). The company operates through multiple sub-brands including ADMIRAL Gaming Network (network concessionaire), ADMIRAL Pay (payment institution), ADMIRAL Gaming Venues (~250 retail halls), ADMIRAL Sport (betting), Allstar and ALP (retail operations). Following the 2022 acquisition of HBG Gaming (80%), the portfolio expanded to include online gaming via QuiGioco platform and Greentube interactive content. The Quigioco online platform operates under gaming concession valid until 2034.

Differentiator

Problem solved

Functional benefit

Brands

• ADMIRAL: Gaming rooms and retail gaming brand operating approximately 250 gaming venues in Italy
• ADMIRAL Gaming Network
• ADMIRAL Pay
• Allstar
• ALP
• NOVOLINE
• NOVOLAND
• Quigioco

Products and services

• NOVOLINE VLT Platform Video Lottery Terminal (VLT) gaming platform offering a comprehensive ecosystem of connected gaming machines with remote server management capabilities, targeted at Italian gaming operators.
• XTENSION LINK Games Linked progressive jackpot game series featuring multi-feature progressives across multiple connected gaming machines, enabling pooled jackpot prizes for gaming operators.
• NOVOLINE Easy VLT Cashless payment solution enabling digital payment transactions on VLT machines, integrated with ADMIRAL Pay payment infrastructure.
• Quigioco Online Platform Online gaming platform operating under Italian gaming concession valid until 2034, offering digital casino and betting services to Italian consumers.
• NOVOVISION Casino Management System Comprehensive casino management system for monitoring and managing gaming floor operations, player tracking, and regulatory compliance for casino and gaming operators.
• Novo Unity Pro Platform Systems platform for casino and gaming management, providing operational tools for gaming operators.
• DIAMOND X 1.55J Cabinet Premium gaming cabinet featuring a 1.55-inch curved display technology, designed for enhanced player engagement and deployed by gaming operators.
• ADMIRAL Gaming Network Network concessionaire managing AWP and VLT rights, providing regulatory-compliant gaming network infrastructure to gaming operators across Italy.
• ADMIRAL Pay Bank of Italy-authorized payment institution enabling digital payment services, cashless gaming transactions, and electronic payment solutions for the gaming sector.
• ADMIRAL Gaming Venues Retail gaming hall network operating under the ADMIRAL brand, offering VLT, AWP, and betting services across approximately 250 gaming venues in Italy for adult consumers.
• ADMIRAL Sport Sports betting platform and retail betting point network offering sports wagering services across Italy.
• HBG Gaming Acquired gaming company (80% ownership) operating in all segments of legal gaming including bingo, telematic AWP/VLT networks, betting, and online gaming with QuiGioco portal.
• Greentube Interactive Gaming Content NOVOMATIC Interactive division providing online gaming content including Video Slots, Table Games, AWP Reloaded Slots, Server-Based Gaming, Social Casino Gaming, and Video Bingo via omni-channel technology.
• Candelas de los Muertos VLT Titles VLT titles from the Cash Connection family with Mexican Day of the Dead theme featuring 25 paylines, LOCK & WIN feature, and MYSTERY TRIGGER mechanism, deployed on NOVOLINE HD cabinets.
• Sizzling Hot deluxe Classic fruit-themed video slot with 5 fixed lines and 3 reels, deluxe version of the internationally popular Sizzling Hot series, offered to gaming operators.
• Book of Ra deluxe Egyptian-themed adventure slot game with 10 paylines and 5 reels, featuring ancient temple treasure hunt narrative, part of the flagship Book of Ra franchise.

Quantifiable outcome

• G4 Responsible Gaming certification achieved for NOVOMATIC Italia, ADMIRAL Gaming Network, ALLSTAR and ALP companies covering 250 points of sale
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• HBG GamingcoreStrategic or Co-development Partner · 1 November 2022NOVOMATIC Italia acquired 80% of HBG Gaming Group in November 2022. HBG Gaming operates in all segments of legal gaming with concessions for bingo, telematic network (22,000 AWP rights, 4,800 VLTs), 18 bingo halls, 52 betting points, and online gaming portal QuiGioco. The acquisition consolidated NOVOMATIC's position as Italian market leader.
• ADMIRAL Gaming NetworkcoreStrategic or Co-development Partner · 1 November 2022ADMIRAL Gaming Network (AGN) is the network concessionaire of NOVOMATIC Italia Group, managing approximately 19,000 AWP rights and about 3,400 VLTs. AGN obtained ISO 45001 certification and is integral to Group's B2B distribution.
• ADMIRAL PaycoreStrategic or Co-development Partner · 1 November 2022ADMIRAL Pay is Bank of Italy authorized Payment Institution providing cashless payment solutions for gaming transactions. Integrated with NOVOLINE Easy VLT system. Also sponsors Rinascita Basket Rimini and other community initiatives.
• GreentubecoreChannel Partner/ Reseller/ Distributor · 1 November 2019Greentube, NOVOMATIC Interactive division, entered distribution agreement with Capecod Gaming (NOVOMATIC Italia subsidiary) for distribution of Greentube games to Italian operator partners. Games include Book of Ra deluxe, Lord of the Ocean, Lucky Lady's Charm, Dolphin's Pearl deluxe, Sizzling Hot deluxe. Greentube provides Omni-channel technology for online, mobile, and terrestrial gaming.
• Casino di VeneziacoreStrategic or Co-development Partner · 1 March 2019Software development partnership covering over 600 slot machines at Casino di Venezia's Ca' Vendramin Calergi and Ca' Noghera venues. NOVOMATIC provides gaming software to enhance sophistication, dynamics, and security of slot operations.
• Telethon FoundationminorOthersNOVOMATIC Italia supports Telethon foundation for research on rare genetic diseases. Employees participate in solidarity initiatives including purchase of Hearts' Biscuits for Mother's Day campaign supporting rare mothers.
• Humana People to People ItaliaminorOthersPartnership for clothing recycling initiative '3C: Cultivating Climate and Community.' NOVOMATIC Italia employees donated used clothes at Rome, Rimini, and Busto Arsizio offices for distribution to African communities.
• Rinascita Basket RiminiminorOthersADMIRAL Pay became sponsor of Rinascita Basket Rimini for 2023/2024 season. NOVOMATIC Italia and ADMIRAL Pay support basketball as part of 'Active in the Community' corporate responsibility initiatives.
• Rimini MarathonminorOthersNOVOMATIC Italia has been main partner of Rimini Marathon since 2017, demonstrating long-term commitment to community health and wellness initiatives.
• Emilia-Romagna Civil ProtectionminorOthersNOVOMATIC Italia made direct donation to Civil Defense following flooding emergency in Emilia-Romagna region.
• Admiral Gaming NetworkcoreStrategic or Co-development PartnerNetwork concessionaire with over 19,000 AWP rights and approximately 3,400 VLTs. Integral to NOVOMATIC Italia's B2B supply operations.
• Capecod GamingcoreChannel Partner/ Reseller/ DistributorNOVOMATIC Italia subsidiary, Capecod Gaming distributes games through its iGaming platform to operator partners in Italy. Leader in Italy's gambling sector for over 10 years with Casino suite of 70+ games in Omni-channel technology.

Scale indicators20 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Aristocrat Leisure: Global gaming machine manufacturer with similar VLT/slot product portfolio and content library. A broad incumbent competitor in gaming hardware supply with overlapping B2B customer base.
• International Game Technology (IGT): Global gaming machine manufacturer and operator with lottery, sports betting, and digital gaming businesses. Competes directly with NOVOMATIC Italia in B2B gaming equipment supply and operates in Italy as a systems provider.
• Scientific Games: Diversified gaming technology, lottery, and sports betting provider with overlapping B2B offerings in systems, content, and platforms — competes with NOVOMATIC Italia's systems and digital arms.
• Playtech: Online gaming software and PAM platform provider serving operators globally. Comparable to NOVOMATIC Italia's Quigioco/Capecod online platform and Greentube interactive content distribution business.

Direct peers

• Codere: International gaming operator with significant Italian VLT and gaming hall presence, plus retail operations across Latin America and Iberia. Directly comparable in Italian B2C gaming venue operations.
• Sisal: Italian gaming and lottery operator with retail and online presence spanning sports betting, casino games, and lotteries — overlapping with NOVOMATIC Italia's ADMIRAL Sport betting and Quigioco online offerings.
• Snaitech: Italian betting and gaming operator with VLT, AWP, and online gaming concessions (now part of the Lottomatica group). Highly comparable to NOVOMATIC Italia's HBG Gaming subsidiary in terms of concession portfolio and channel mix.
• Lottomatica: Italy's largest gaming operator following the Gamenet-Snaitech combination, offering VLT, AWP, online gaming, betting, and bingo under the Goldbet brand. Most directly comparable to NOVOMATIC Italia's full-service Italian gaming footprint.

Emerging players

• Inspired Entertainment: Gaming machine and content provider with similar VLT and slot products, primarily serving UK and European markets. Smaller scale than NOVOMATIC but with overlapping product and customer base in B2B equipment supply.

Regional players

• Merkur Gaming: Germany-based gaming machine manufacturer with a primarily European footprint and similar VLT/multi-game cabinet focus. Comparable product portfolio but limited Italian market overlap, positioning it as a regional rather than direct competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCy_QWMUGuYyzP0-NLlXxIMQ
• Facebookfacebook.com/novomaticitalia
• LinkedInlinkedin.com/company/novomatic-italia
• Xx.com/novomaticitalia

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Novomatic Italia