Admiral

What Admiral does

Admiral is an Austrian sports betting, gaming and sports bar entertainment operator headquartered in Gumpoldskirchen and Wiener Neudorf, founded in 1991 and operating under ADMIRAL Casinos & Entertainment AG and ADMIRAL Sportwetten GmbH. The company runs an integrated omnichannel platform spanning nearly 200 owned retail branches, 100+ franchise terminal partner locations, and online/mobile betting via admiral.at, unified by the ADMIRAL Card single-wallet and a Fingerprint biometric access system. Core products include ADMIRAL Sportwetten (30+ sports), ADMIRAL Glücksspiel (2,285 licensed gaming machines across 5 states featuring NOVOMATIC, APEX and Impera terminals), ADMIRAL Sportsbars (100+ F&B venues including ADMIRAL Arena Prater, Europe's largest sportsbar), horse racing betting, and a B2B PaaS/SaaS licensing arm.

Admiral generates revenue primarily through transactional streams — sports betting margins, gaming machine hold, and food & beverage unit sales — supplemented by loyalty program engagement and a small B2B licensing stream. The company holds a self-described #1 position in Austrian retail sports betting, maintains title sponsorship of ADMIRAL Bundesliga and 2. Liga, and partners with nearly 300 sports clubs. Since September 2025, Admiral has operated as part of the Tipico Gruppe, which was in turn acquired by Banijay Group in April 2026.

Technology architecture combines proprietary player-account and payment infrastructure with third-party gaming hardware and standard marketing/analytics tooling (Google Tag Manager, Google Analytics, Facebook Pixel). Compliance posture is unusually deep for the segment, with ISO/IEC 27001, 27701, 9001, 37001:2025 and 37301:2021 certifications, G4 Responsible Entertainment certification, and 111 certified responsible-gaming officers deployed across locations.

Name

Admiral

Legal name

ADMIRAL Casinos & Entertainment AG

Website

https://admiral.ag

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

Admiral is Austria's leading retail sports betting, gaming and sports bar operator, running nearly 200 branches, 100+ franchise terminals, and an omnichannel betting platform unified by the ADMIRAL Card. Founded 1991, now a Tipico Gruppe subsidiary within Banijay Group.

Ownership category

akta.pro rank

Product category

Sports Betting and Gaming

NAICS

Casinos (except Casino Hotels) (71321), Gambling Industries (7132)

akta.pro primary industry

Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)

Keywords

• Sports betting services
• Gaming terminals
• Sports bar hospitality
• Omnichannel betting platform
• Responsible gaming

Headquarters

HQ city

Gumpoldskirchen

HQ country

Austria

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting (Retail and Online): Sports wagering on over 30 sports including football, basketball, tennis, ice hockey, horse racing, and esports. Revenue generated from betting margins (odds). Available in nearly 200 branches, 100+ franchise terminals, and online/mobile platforms.
2. Gaming Terminal Operations: Operation of 2,285 licensed gaming machines across 143 locations in 5 Austrian states (Niederösterreich, Burgenland, Oberösterreich, Steiermark, Kärnten). Revenue from gaming machine margins. Equipment sourced from NOVOMATIC, Apex, and Impera.
3. Sports Bar Gastronomy: Food and beverage sales in 100+ sports bars across 7 Austrian states. Menu includes coffee, beers, wines, pizzas, goulash soup, and regional specialties. WM 2026 promotional packages offered (€6.50-€11.90).
4. B2B Platform Services (PaaS/SaaS): Software platform licensing to partners enabling them to launch and operate sports betting and gaming businesses using ADMIRAL technology. Services run on private cloud infrastructure with redundancy and security features.
5. Loyalty and Promotional Programs: Revenue supported by customer loyalty programs including ADMIRAL Card bonus program. Welcome bonuses (€200 distributed over 5 visits), birthday bonuses (€20), and promotional plays encourage customer retention and engagement.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

ADMIRAL operates an integrated retail and online sports betting, gaming machine, and sports bar hospitality business across nearly 200 branches in Austria, supported by 100+ franchise terminal partners and online/mobile platforms unified by the ADMIRAL Card single-wallet system. The company also licenses its sports betting software platform (PaaS/SaaS) to B2B partners seeking to launch their own gaming operations.

Product overview

ADMIRAL is a comprehensive entertainment company operating a multi-product portfolio across sports betting, gaming, and hospitality. The core offerings include ADMIRAL Sportwetten (sports betting across nearly 200 branches, online, mobile, and terminals), ADMIRAL Glücksspiel (gaming with 2,285 licensed devices at 143 locations), and ADMIRAL Sportsbars (gastronomy combined with betting in 100+ venues including Europe's largest sports bar). These core products are unified by the ADMIRAL Card platform (for both sports betting and gaming), supported by the ADMIRAL Bonusprogramm loyalty system. The company also offers technology services via PaaS/SaaS for partners, horse racing betting, and event-based promotions like the WÖDMASTA World Cup campaign.

Differentiator

Problem solved

Functional benefit

Brands

• ADMIRAL Arena Prater: Europe's largest sportsbar located in the heart of Vienna, featuring a 15m² LED wall and 42m² indoor LED wall.
• ADMIRAL 360°

Products and services

• ADMIRAL Sportwetten Retail and online sports betting service covering over 30 sports (football, basketball, tennis, ice hockey, horse racing, esports) with live betting, cash-out features, and combination bonuses. Operated across nearly 200 branches, 100+ franchise terminals, and online/mobile platforms for Austrian adult consumers.
• ADMIRAL Glücksspiel Gaming machine service operating 2,285 licensed gaming devices from NOVOMATIC, Apex, and Impera across 143 locations in Lower Austria, Burgenland, Upper Austria, Styria, and Carinthia. Features modern VIP devices with leather seating, multi-screen displays, and LED lighting effects.
• ADMIRAL Sportsbars Sports bar hospitality service combining live sports viewing, food and beverage offerings, and ADMIRAL betting/gaming facilities in 100+ locations across Austria. Includes flagship ADMIRAL Arena Prater (Europe's largest sportsbar with 42m² LED wall) and various regional gastro promotions.

Quantifiable outcome

• 111 certified player protection officers deployed across locations
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Play Fair Code (Verein zur Wahrung der Integrität im Sport)coreStrategic or Co-development PartnerADMIRAL is a member and partner of Play Fair Code, an initiative of the Austrian Sports Ministry, ÖFB, and ÖFBL founded in 2012 to combat match-fixing. The partnership includes funding and support for educational trainings that have reached 500+ sessions with 15,000+ athletes. Play Fair Code has been awarded the European Fair Play Diploma 2014.
• NOVOMATIC AGcoreTechnology or IntegrationADMIRAL operates premium gaming terminals from NOVOMATIC including the NOVOSTAR VIP III featuring 50-inch dual Full HD LED screens, leather seating, and surround sound. NOVOMATIC is one of Austria's leading gaming technology companies.
• APEX Gaming (APEX Pinnacle)coreTechnology or IntegrationADMIRAL operates APEX Pinnacle Slant Top 32 Premium gaming terminals featuring Full HD 32-inch monitors with side LEDs and stylish Elegant Black design.
• Impera Gaming (Greentube)coreTechnology or IntegrationADMIRAL operates Impera FV837A and FV837B gaming terminals featuring 3x27/32-inch Full HD displays, wireless smartphone charging, and ambient LED lighting with game-synchronized effects.
• ÖFB (Austrian Football Association)coreGTM or Marketing PartnerADMIRAL is partner of the ÖFB Cup, ÖFB men's, women's, and U21 national teams in football. Since 2021/22 season, ADMIRAL has been the competition sponsor of ADMIRAL Bundesliga and ADMIRAL 2. Liga.
• Austrian Sports Clubs (Nearly 300 clubs)coreGTM or Marketing PartnerADMIRAL supports nearly 300 sports clubs from football, basketball, ice hockey, and handball across Austria, contributing to regional sports development and brand visibility.
• Handball Liga AustriacoreGTM or Marketing PartnerADMIRAL is partner of Handball Liga Austria and sponsor of Austrian men's and women's handball national teams.
• European Organizations (UEFA, IOC, INTERPOL)minorStrategic or Co-development PartnerPlay Fair Code (with ADMIRAL support) collaborates internationally with UEFA, IOC, INTERPOL, IIHF, and Erasmus+ programmes including European Rookie Cup, Fix the Fixing, Anti Match-Fixing Top Training, and Against Match Fixing projects.
• NOVOTRUSTcoreTechnology or IntegrationNOVOTRUST whistleblower portal used for anonymous reporting of compliance issues, data protection concerns, and Code of Conduct violations.
• Regional Food and Beverage SuppliersminorStrategic or Co-development PartnerSports bars prioritize Austrian suppliers including regional wineries, breweries, and coffee roasters for gastronomy offerings.
• Exakt Vodka (Steiermark Promotion Partner)minorGTM or Marketing PartnerExakt Vodka promotional package partnership in selected Styrian sports bars combining vodka bottle, energy drinks, and betting vouchers.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Casinos Austria: Austria's primary domestic competitor operating casino gaming venues and gaming machines; directly overlaps with ADMIRAL's casino/gaming terminal footprint within the same Austrian market.
• Tipico: Parent company and DACH-region sports betting leader with 1,000+ shops in Germany; directly comparable in sports betting product, retail footprint, and digital platform.

Broad incumbents

• bwin (Entain): Major European online sports betting operator under Entain; directly overlaps with ADMIRAL's online sports betting product and DACH market presence, though at much larger scale.
• bet365: Global sports betting leader with extensive online and mobile sportsbook; directly comparable product offering, though ADMIRAL also differentiates via retail/gaming terminals.
• Sazka Group: European lottery and gaming operator active across multiple jurisdictions; comparable as a multi-channel gambling operator combining retail, digital, and B2B platform services.
• Betway (Super Group): Global online sports betting and casino operator; directly comparable online product offering targeting European consumers, though lacking ADMIRAL's retail/sportsbar footprint.
• Flutter Entertainment: Global sports betting and gaming group (Paddy Power, Betfair, PokerStars); comparable as a multi-brand sports betting operator with both B2C and B2B platform (PAM) services.
• Kindred Group (Unibet): European online gambling operator with sportsbook, casino, and poker offerings under brands like Unibet; comparable in online sports betting product and European market focus.

Emerging players

• Novomatic: Austrian gaming technology provider and key ADMIRAL supplier (NOVOSTAR VIP III terminals); also operates its own gaming venues and represents an adjacent competitor and partner in the Austrian gaming ecosystem.

Regional players

• Lottomatica (Flutter Italy): Italian online sports betting and gaming operator; comparable product mix (sportsbook, casino, retail), though focused on the Italian rather than Austrian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/admiralsport
• YouTubeyoutube.com/ADMIRALaut
• Facebookfacebook.com/ADMIRALaut
• LinkedInat.linkedin.com/company/admiral-gruppe
• Instagraminstagram.com/admiralsportwetten

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Admiral