Novomatic Americas

What Novomatic Americas does

Novomatic Americas Sales LLC is the North American and Caribbean subsidiary of NOVOMATIC AG Group, an Austrian-founded gaming technology conglomerate. Established in 2012, the company operates from its US headquarters in Buffalo Grove, Illinois (relocated from Mount Prospect in 2023) with additional offices in Las Vegas and San Juan, Puerto Rico, serving tribal gaming operators, commercial casinos, and video gaming terminal (VGT) operators across the United States, Canada, and the Caribbean.

The company's product portfolio spans the full gaming equipment and software stack: premium cabinets (DIAMOND X series with TouchDeck interfaces, V.I.P. X luxury series, FUNMASTER street-market cabinets, PANTHERA, NOVOSTAR V.I.P., APEX Pinnacle); an extensive library of linked progressive jackpot systems (ULTRA BOOST, THUNDER CASH, MONEY PARTY, GLOBE LINK, XTENSION LINK, Rising Treasures, Piggy Prizes, Cash Flood, Clover LINK, De la Isla! Wide Area Progressive); electronic table games through the Novo Unity PRO platform; sports betting through ActionBook terminals; and the NOVOVISION casino management system with biometric player recognition, cashless and TITO functionality, and loyalty features. Game content is packaged through mixes such as MAGIC GAMES HD and The Legend Gaminator X1 and includes long-running franchises like Book of Ra and Sizzling Hot.

The business model combines direct enterprise sales to tribal and commercial operators with multi-year regional distribution partnerships (R2 Gaming for Canada, Skyline Unlimited for four US states, CAGE Puerto Rico II as exclusive Puerto Rico street-market partner, APEX PRO Gaming distribution for North America and the Caribbean). Revenue is generated through hardware sales and leases of cabinets and terminals, licensing of proprietary game content and progressive jackpots, and sales of integrated casino management systems. Pricing is not publicly disclosed, and revenue is reported only at the parent-group level (approximately 3.6 billion Euro in 2025 for NOVOMATIC AG Group); the Americas subsidiary does not publish standalone figures. Major industry recognition includes Best Slot Machine (DIAMOND X Quattro), Best CMS/Software Product (NOVOVISION), and Best Electronic Table Gaming Product (Novo Unity PRO) at the 2026 European Casino Awards, and ISO 20671 "Certified Brand" status in 2026.

Name

Novomatic Americas

Legal name

Novomatic Americas Sales LLC

Website

https://novomaticamericas.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Novomatic Americas Sales LLC is the US-based North American and Caribbean subsidiary of Austria's NOVOMATIC AG Group, supplying gaming cabinets, linked progressive jackpots, electronic table games, casino management systems, and sports betting terminals to tribal, commercial, and VGT operators across the United States, Canada, and Puerto Rico.

Ownership category

akta.pro rank

Product category

Casino Gaming Equipment

NAICS

Other Gambling Industries (713290), Gambling Industries (7132), Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Gaming Peripherals & Player Interface Hardware (Bill/Ticket Validators, Printers, Touchscreens) (MPAEANAE), Sportsbook Platform & PAM Providers (B2B) (MPAEACAC), iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

Keywords

• Gaming equipment
• Casino technology
• Slot machines
• Gaming cabinets
• Casino management systems

Headquarters

HQ city

Mt Pleasant

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gaming Hardware Sales: Sale and lease of gaming cabinets, slot machines, video lottery terminals (VLTs), and electronic table game platforms to casino and tribal gaming operators. Revenue generated through direct sales and distribution partnerships.
2. Gaming Content and Software Licensing: Licensing of proprietary game content, slot game titles, and linked progressive jackpot systems to gaming operators. Includes downloadable game content and game mix packages.
3. Casino Management Systems: NOVOVISION casino management system providing accounting, player tracking, jackpot management, cashless/TITO functionality, biometric security, and loyalty features. Sold as integrated solution to casino operators.
4. Sports Betting Technology: ActionBook sports betting terminals and related technology solutions for sports betting operations in regulated markets.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Novomatic Americas designs, manufactures, distributes, and services land-based gaming equipment for casino and tribal gaming operators across North America and the Caribbean. Its portfolio includes premium gaming cabinets (DIAMOND X, V.I.P. X, FUNMASTER, PANTHERA, NOVOSTAR V.I.P.), slot game content and linked progressive jackpot systems (ULTRA BOOST LINK, THUNDER CASH LINK, MONEY PARTY LINK, XTENSION LINK, Clover Link), the Novo Unity PRO electronic table games platform, the NOVOVISION casino management system with biometric and cashless capabilities, and ActionBook sports betting terminals.

Product overview

NOVOMATIC Americas is a full-service gaming technology provider offering a comprehensive omni-channel portfolio for the North American and Caribbean markets. The product portfolio centers on premium gaming cabinets (DIAMOND X series, V.I.P. X series, FUNMASTER, PANTHERA, NOVOSTAR V.I.P.) paired with extensive linked progressive jackpot systems (ULTRA BOOST LINK, THUNDER CASH LINK, MONEY PARTY LINK, GLOBE LINK, XTENSION LINK, Rising Treasures, Piggy Prizes, Cash Flood, and APEX Clover LINK). Supporting infrastructure includes the NOVOVISION Casino Management System with biometric technology and cashless capabilities, the Novo Unity PRO electronic table games platform, ActionBook sports betting terminals, and Greentube iGaming solutions. The company serves VGT markets in Georgia, Illinois, Pennsylvania, Puerto Rico, and West Virginia, and offers game mixes including The Legend Gaminator X1 and MAGIC GAMES HD series for various jurisdictions.

Differentiator

Problem solved

Functional benefit

Brands

• Vision Link Series: Linked progressive gaming product line showcased at IGA 2026.
• FUNMASTER
• DIAMOND X Cabinet Series
• V.I.P. X Cabinet Series
• NOVOVISION
• Novo Unity PRO
• ActionBook
• Vision Link Linked Progressives

Products and services

• DIAMOND X Cabinet Series Flagship premium gaming cabinet line featuring curved UHD displays, TouchDeck interface, and integrated sound. Configurations include DIAMOND X 1.55J, DIAMOND X 2.32, and DIAMOND X 1.55J Quattro with 55-inch J-curve screen for four- and six-bank configurations. Sold to casino and tribal gaming operators.
• V.I.P. X Cabinet Series Premium luxury gaming cabinet family with oversized UHD screens, ambient lighting, and built-in sound. Models include V.I.P. X Royal 1.85 (portrait), Dream 3.43 (triple curved), Lounge 2.32, and Galaxy 2.65 (dual 65-inch with swiveling TouchDeck and integrated Viper lounge chair).
• FUNMASTER Cabinet Refurbished gaming cabinet featuring 26-inch game screens, LED ambient glow effects, and ergonomic design in 2x27-inch TFT configuration with PCAP touch screen and 27- or 32-inch LED topper options. Used for street-market and VGT deployments.
• NOVOSTAR V.I.P. Cabinet V.I.P. slant-top cabinet with panoramic dual-screen game presentation and integrated Crown V.I.P. chair, satellite speakers, control buttons in armrest, and FLIPSCREEN feature.
• PANTHERA Curve Cabinet HD curved gaming cabinet providing premium game content presentation with ergonomic design for casino floor deployment.
• NOVOVISION Casino Management System Comprehensive casino management platform offering accounting, jackpots, player tracking, cashless and TITO functionality, biometric player recognition, access management, loyalty features, and single wallet functionality. Deployed at casino and lottery operator sites.
• Novo Unity PRO Electronic Table Games Platform Electronic table games platform integrating live, automated, and virtual games including Roulette, Baccarat, Poker, Blackjack, Sic Bo, and slot games across multiple player stations. Includes Novo Multi-Roulette live roulette at shared terminal stations.
• ULTRA BOOST LINK Progressive System Linked progressive jackpot system with dynamic reel-matrix feature, expanding reels, and mystery multipliers. Latest version ULTRA BOOST 3 Treasures includes three-pot bonus mechanics and titles Grand Eagle, Mighty Taurus, Tiger Storm.
• THUNDER CASH LINK Progressive System Linked progressive jackpot family featuring multiple game themes including Golden Book of Ra, Candelas de los Muertos, Charming Lady Explosion, Fiesta of the Dead, and Butterfly Quest.
• MONEY PARTY LINK Progressive System Linked progressive system with fruity Wilds and Bonus features, free games, and coin accumulation. Includes MONEY PARTY FRESH versions with Yummy Yummy, Fruit Boost Magic Coins, and Solid Sevens.
• XTENSION LINK Progressive System Internationally successful multi-feature progressive jackpot series spanning Volume 3, Volume 4, and XTENSION LINK Ultimate with fresh game concepts and enhanced jackpot dynamics.
• Clover LINK Progressive System APEX Pro Gaming progressive product line including Clover Link, Clover Link Xtreme, and Clover Link Elements with multi-feature games and dynamic jackpot islands.
• De la Isla! Wide Area Progressive Wide Area Progressive (WAP) developed exclusively for the Puerto Rican market featuring Coqui characters and island-themed jackpot celebrations.
• ActionBook Sports Betting Terminals Sports betting kiosk terminals for casino and gaming venue deployment. Includes ActionBook Edge 1.43J, ActionBook Plus 2.27, and FV831 with ultra-responsive interface and sleek design for diverse environments.
• The Legend Gaminator X1 Multi-game package featuring 20 internationally proven player favorite titles including Book of Ra deluxe, Sizzling Hot series, and Ultra Hot deluxe, designed for various budgets and player preferences.
• MAGIC GAMES HD Game Mixes High-definition curated selection of internationally proven gaming titles adapted for specific markets. Includes MAGIC GAMES Premium HD (30 titles), MAGIC GAMES HD Premium, Magic HD IL 30, and MAGIC GAMES Premium HD Illinois VGT.
• Standalone Progressive Jackpots Exclusive standalone progressive jackpots integrated into specific games, won only on individual gaming machines without competition from other terminals.
• Greentube Interactive (iGaming) Digital gaming and entertainment division of NOVOMATIC offering online, mobile, and social gaming solutions including classic NOVOMATIC hits and proprietary brands. Operates as a complementary iGaming arm to land-based products.
• Player Redemption Kiosks Terminal solutions for player point redemption and cash-out services in gaming venues.

Quantifiable outcome

• NOVOVISION won Best C.M.S./Software Product at 2023 European Casino Awards
• +3 more outcomes

Named customers4 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

Feature7 records

Partnerships

Six partnerships are on record, tiered core, flagship and secondary.

• CAGE Puerto Rico IIcoreChannel Partner/ Reseller/ Distributor · 13 May 2025Long-term exclusive strategic partnership for Puerto Rico street gaming market. NOVOMATIC Americas will distribute thousands of FUNMASTER 2.27 cabinets to CAGE Puerto Rico, each with curated gaming content tailored for local player preferences. Agreement includes mutual exclusivity within Puerto Rico street market. CAGE is an omnichannel gaming company co-founded by Robert L. Johnson and Robert B. Washington, headquartered in St. Thomas, US Virgin Islands.
• Ainsworth Game TechnologyflagshipStrategic or Co-development Partner · 28 April 2025NOVOMATIC AG Group entered into Scheme Implementation Deed to acquire all outstanding shares of Ainsworth Game Technology for $1.00 per share via Scheme of Arrangement. NOVOMATIC already holds 52.9% stake (purchased in 2016 from founder Len Ainsworth). Ainsworth is listed on ASX with headquarters in Newington, Sydney, and operations in Australasia and Americas. Transaction expected to close H2 2025, subject to shareholder approval and customary closing conditions. Foreign Investment Review Board approval received.
• Skyline Unlimited LLCsecondaryChannel Partner/ Reseller/ Distributor · 10 March 2025Non-exclusive distribution agreement granting Skyline Unlimited LLC rights to sell and lease NOVOMATIC products in Georgia, West Virginia, Minnesota, and Wisconsin (subject to required licenses and permits). Led by Brittany Patete. Expands NOVOMATIC Americas' market reach in select US jurisdictions.
• APEX PRO GamingcoreChannel Partner/ Reseller/ Distributor · 1 February 2023Extension of distributor contract with APEX PRO Gaming covering North America and Caribbean markets. NOVOMATIC Americas acquired selected assets of APOGEE GAMING and became single point of contact for APEX PRO gaming equipment. Includes popular APEX Clover Link and Clover Link Extreme product lines with dynamic jackpot islands and electronic table games. Jean-Louis Drapeau (formerly APOGEE GAMING GM) joined as consultant.
• R2 Gaming Inc.coreChannel Partner/ Reseller/ Distributor · 18 April 2022Multi-year distribution agreement allowing R2 Gaming to distribute NOVOMATIC Americas' full suite of casino products throughout Canada. Products include popular slots (MONEY PARTY Link), Novo Unity II electronic table games, and NOVOMATIC ActionBook sports betting and player redemption kiosks. R2 Gaming is a Canadian company specializing in sales and technical services to regulated gaming markets in Lottery, Casino, and Bingo sectors.
• GreentubecoreTechnology or IntegrationGreentube is the digital gaming and entertainment division of NOVOMATIC, showcasing iGaming offerings at trade shows that complement land-based portfolio. Offers online content including classic NOVOMATIC hits and exclusive proprietary brands. Greentube operates its own booth in iGaming area at trade shows.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• International Game Technology (IGT): One of the world's largest slot machine manufacturers and casino management system providers; competes directly with Novomatic Americas across cabinets, games, progressives and CMS in US tribal, commercial and VGT markets.
• Aristocrat Leisure Limited: Global slot cabinet and game content manufacturer with a major North American footprint (including the Lightning Link and MarsX portfolios); direct competitor in the same tribal, commercial casino and VGT operator channels.
• Light & Wonder: Diversified gaming technology provider offering slot cabinets, table products, sports betting and iGaming; competes with Novomatic Americas across cabinets, ETG and casino systems in North America.
• Scientific Games: Major supplier of slot machines, instant products and lottery systems with strong US tribal and commercial casino presence; a direct competitor in cabinets, games and CMS.
• Everi Holdings: Provides gaming machines, casino management and fintech solutions to US tribal and commercial operators; competes in slot cabinets, ETG and CMS, with particular strength in VGT and route markets.
• Konami Gaming: Slot machine manufacturer and casino systems provider (SYNKROS CMS) with strong US tribal gaming penetration; competes directly in cabinets, games and casino management.
• AGS (PlayAGS): US-focused supplier of slot cabinets, table products and CMS; competes most directly with Novomatic Americas in VGT markets such as Illinois and Oklahoma tribal gaming.
• Ainsworth Game Technology: Australian slot manufacturer with a growing North American presence, particularly Class III and VGT markets; a direct slot cabinet and content peer that is currently being acquired by Novomatic's parent.

Emerging players

• Inspired Entertainment: Provider of gaming machines, virtual sports and iGaming with growing US VGT and route exposure; an emerging peer with partial overlap in VGT cabinets and digital content.

Broad incumbents

• Merkur Gaming: European gaming equipment manufacturer from the Gauselmann Group with global slot cabinet and ETG presence; an industry peer with similar European heritage and broader international portfolio competing for global operator accounts.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NOVOMATIC
• LinkedInlinkedin.com/company/novomaticamericas

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Americas