LÖWEN Group

What LÖWEN Group does

LÖWEN Group (legally LÖWEN ENTERTAINMENT GmbH and affiliated companies including Casino Royal GmbH and ADMIRAL ENTERTAINMENT GmbH) is a Bingen, Germany-based provider of gaming machines, electronic dart systems, and related services, operating as a subsidiary of Austrian gaming conglomerate NOVOMATIC Group. Founded in 1949/1950, the company designs and manufactures the NOVOLINE gaming platform and its cabinet variants (SPIRIT, SPIRIT CURVED, MASTER PLUS, VIP), the HB10 electronic dart system (described as international market leader for 40 years), NOVO Cash cash recyclers, and complementary furniture and accessories, while also operating its own gaming halls under the ADMIRAL and Casino Royal brands.

The company monetizes across five streams: hardware sales and rental of gaming equipment (bound and unbound rental agreements), technical service via 135 field technicians executing over 90,000 deployments annually with a 95% first-visit resolution rate, digital subscriptions and platforms (HB10 Feature Pass, Casinonet, myNOVO ecosystem, LÖWEN-Kundenportal), service subscriptions (LS-BOX at €25/month per box, Service Plus packages including competitor machines), and direct consumer revenue from owned gaming halls. Go-to-market is enterprise field sales backed by seven regional branches across Germany, a 24/7 customer portal, and operator-focused events (Roadshow 2025, TOP-EVENT 2026).

Underlying technology centers on the NOVOLINE gaming software platform (planned 2026 upgrade), the X-Series-integrated NOVO Cash with Light activation via myNOVO terminals, server-based features for HB10 delivered through the HB10 Feature Pass, and Casinonet as the central management and ordering platform. Customer segments are professional arcade operators (primary), gastronomy venues, and sports betting shops, served across the German market through a single-country distribution and service network.

Name

LÖWEN Group

Legal name

LÖWEN ENTERTAINMENT GmbH

Website

https://loewen.de

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

LÖWEN Group is a German manufacturer, distributor, and operator of gaming machines, electronic dart systems (HB10), and cash recyclers, plus owner of ADMIRAL and Casino Royal gaming halls. It serves arcade operators, gastronomy venues, and sports betting shops across Germany via direct field sales, seven regional service branches, and digital management platforms.

Ownership category

akta.pro rank

Product category

Gaming Equipment Manufacturing

NAICS

Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Gaming Peripherals & Player Interface Hardware (Bill/Ticket Validators, Printers, Touchscreens) (MPAEANAE)

Keywords

• Gaming machine manufacturing
• Electronic dart systems
• Arcade equipment
• Cash handling systems
• Gaming hall operations

Headquarters

HQ city

Bingen

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gaming Equipment Manufacturing and Sales: Manufacturing and sale of gaming machines (Geldspielgeräte) including NOVOLINE cabinets (SPIRIT, SPIRIT CURVED, MASTER PLUS, VIP), electronic dart systems (HB10), table football (Soccer), and accessories. Also includes furniture for arcades and gastronomy.
2. Gaming Equipment Rental: Rental of gaming devices to arcade operators under bound and unbound rental agreements, with separate terms for cash exchangers (NOVO Cash).
3. Technical Service and Maintenance: Comprehensive technical service including 135 field technicians conducting over 90,000 annual deployments, LS-BOX spare parts system, and Service Plus packages. Also includes technical training programs.
4. Digital Solutions and Software: Digital products including Casinonet software, myNOVO terminals, HB10 Feature Pass subscriptions, HB10 Feature Pass for e-darts, and online portal services for venue management.
5. Gaming Hall Operations: Operation of owned gaming halls under ADMIRAL and Casino Royal brands, offering sports betting and gaming machine entertainment directly to consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

LÖWEN Group manufactures and distributes Geldspielgeräte (gaming machines), electronic dart systems, cash handling devices, and digital management software under brands such as NOVOLINE, LÖWEN DART HB10, NOVO Cash, and myNOVO. The company rents and sells this equipment to arcade operators, gastronomy establishments, and sports betting shops across Germany, while also operating its own gaming halls under the ADMIRAL and Casino Royal brands. It backs these offerings with a nationwide technical service network of 135 field technicians and digital management tools.

Product overview

LÖWEN Group operates a platform-plus-modules architecture centered on NOVOLINE, its gaming machine system available in arcade, gastronomy, and online variants. The portfolio spans three core pillars: (1) Gaming machines and cabinets including the new SPIRIT and SPIRIT CURVED chassis alongside the NOVOLINE platform with VIP sub-brand; (2) Digital solutions including Casinonet management software, myNOVO terminal hardware, NOVO CASH money changers, and the LÖWEN DART HB10 electronic dart machine with HB10 Feature Pass software; and (3) Accessories and furnishings (chairs, intermediate elements, backdrops, decorative items) plus a comprehensive service organization (LÖWEN-SERVICE) offering field technicians, LS-BOX material rental, LSmobile app, Service Plus packages, and technical training. A customer portal provides 24/7 digital access for product management.

Differentiator

Problem solved

Functional benefit

Brands

• NOVOLINE: The core gaming brand for slot machines and electronic gaming devices for arcades and hospitality establishments.
• LÖWEN-SERVICE
• LÖWEN DART
• LÖWEN Soccer
• NOVO CASH
• myNOVO
• ADMIRAL
• Casino Royal
• Casinonet

Products and services

• NOVOLINE Gaming Platform and Cabinets Core gaming machine system platform from LÖWEN ENTERTAINMENT, offered in variants for arcade (Spielhalle), gastronomy (Gastro), and online segments. Includes cabinet lines SPIRIT, SPIRIT CURVED, MASTER PLUS, and the premium VIP line. Powers gaming halls across Germany and is supported by Casinonet management software and the NOVOLINE 2026 software upgrade.
• LÖWEN DART HB10 Electronic Dart Machine Electronic dart machine and flagship product of the LÖWEN DART line, celebrating 40 years as international market leader in e-darts. Features modern design, reliable performance, and integration with 2K Dart Software for tournament, league, and player statistics management. Targets bars, pubs, sports venues, and dart halls.
• NOVO Cash Cash Recycler Money changer and cash recycler device for gaming halls. The X-Series of NOVO CASH integrates with Casinonet to enable machine activation, myNOVO Entertainer digital signage display, and centralized management of gaming devices. Available under separate rental terms for cash exchangers.
• LÖWEN Soccer Table Football Table football product line including LÖWEN Turnier Soccer for gastronomy and professional tournaments and LÖWEN Home Soccer for home use. Known for robustness, stability, and high-quality coin validators on tournament models and detachable metal legs on home models.
• myNOVO Terminal Digital terminal hardware for gaming halls, including the Duo variant with a larger monitor. Acts as the digital interface integrating with Casinonet software and the myNOVO Entertainer digital signage system for venue management and content display.
• Casinonet Arcade Management Software Software platform for arcade operators enabling management, ordering, and monitoring of gaming machines, including parts ordering module (ET-/AT-Bestellungen) and X-Serie integration with NOVO Cash. Supports centralized device management 24/7.
• ADMIRAL and Casino Royal Gaming Halls Company-operated gaming halls under the ADMIRAL and Casino Royal brands offering sports betting and gaming machine entertainment directly to consumers in Germany. Operated by subsidiaries ADMIRAL ENTERTAINMENT GmbH, Admiral Play GmbH, BPA Freizeit- und Unterhaltungs GmbH, and Casino Royal GmbH.
• LÖWEN-SERVICE Technical Field Service Comprehensive technical service organization providing field service via 135 technicians across Germany executing over 90,000 deployments annually with 95% first-visit resolution. Includes Service Plus packages covering competitor machines and gastronomy venues, plus technical training programs (Technische Trainings) throughout Germany.
• LS-BOX Material Boxes Material box family for rapid repairs of LÖWEN gaming machines, including LS-BOX COOLFIRE, LS-BOX PLUS, and LS-BOX COBRA. Each box rents for €25/month and provides spare parts availability enabling quick device restoration.
• Furniture and Interior Products Furniture line for arcades and gastronomy including chairs (Sessel LIMA and other models), intermediate elements, sight screens, backdrops with RGB lighting, and decorative items (Leuchtsäule TOWER, wall images, floor mats). Also includes myNOVO Lounge configurations for gaming environments.

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NOVOMATIC GroupcoreStrategic or Co-development PartnerNOVOMATIC Group is the parent company of LÖWEN ENTERTAINMENT. LÖWEN Group is part of the NOVOMATIC corporate structure, benefiting from shared technology, research and development resources, and market access across the gaming industry.
• 2K Dart Software GbRcoreTechnology or Integration2K Dart Software is a sub-processor providing the 2K Dart software platform. LÖWEN provides license keys for the HB10 electronic dart system, enabling Dart Tournament operations. The interface between LÖWEN ecosystem and 2K Dart software transmits game results, user data, and tournament information.
• Kuck & Schmidt GmbH & Co. KGminorChannel Partner/ Reseller/ DistributorCall center partner handling initial recruitment inquiries via phone for LÖWEN Group positions.
• Facebook Ireland Ltd.minorGTM or Marketing PartnerFacebook and Instagram are used for brand presence and Facebook Pixel tracking for advertising. LÖWEN operates Facebook and Instagram fan pages as joint controllers with Facebook.
• TikTok Technology Ltd.minorGTM or Marketing PartnerTikTok is used for marketing through TikTok Pixel conversion tracking and advertising campaigns.
• Snap Inc.minorGTM or Marketing PartnerSnapchat is used for marketing through Snapchat Pixel conversion tracking and advertising campaigns.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IGT (International Game Technology): Global gaming equipment manufacturer and operator with lottery, casino, and digital gaming exposure. Competes with LÖWEN in gaming hardware (cabinets, terminals) at a global scale and through IGT PlayDigital in adjacent digital gaming.
• NOVOMATIC AG: Austrian gaming technology conglomerate and LÖWEN's parent company. Operates a much broader international portfolio of gaming machines, casino operations, and online gaming (Greentube) that LÖWEN is a regional subset of.
• Aristocrat Leisure Limited: Global slot machine and casino content manufacturer. Its gaming machine and casino systems business competes with LÖWEN's NOVOLINE hardware internationally, particularly for casino and arcade operators.
• Light & Wonder (formerly Scientific Games): Global gaming equipment, content, and iGaming provider. Overlaps with LÖWEN across gaming cabinets, game content, and increasingly digital platforms in international markets.
• Playtech plc: Global gaming technology provider covering both land-based gaming software and online gambling platforms. Increasingly competes with the digital/online side of LÖWEN's NOVOLINE offering and serves as a software-side benchmark.
• Konami Gaming: Manufacturer of casino slot machines and casino management systems. A globally established incumbent competing for the same type of gaming machine customers as LÖWEN, though focused on casino rather than arcade markets.
• Inspired Entertainment: Provider of gaming hardware (server-based gaming terminals, VLTs), virtual sports, and interactive gaming. Competes with LÖWEN in gaming machine hardware for regulated European markets and in digital gaming content.

Direct peers

• Bally Wulff Entertainment: German manufacturer of gaming machines (Geldspielgeräte) for arcades and gastronomy. Directly overlaps with LÖWEN's NOVOLINE cabinet business and competes for the same German arcade operator customer base.
• Gauselmann Group (Merkur Gaming): Germany's other major gaming machine manufacturer and arcade operator under the Merkur brand. Directly competes with LÖWEN in Geldspielgeräte manufacturing, arcade operations, and gastronomy installations, making it the closest 1:1 competitor in the German market.

Emerging players

• Greentube (NOVOMATIC Interactive): NOVOMATIC's online and mobile gaming division, sister company to LÖWEN within the group. Builds the digital/online NOVOLINE games that complement LÖWEN's land-based cabinets — a partial-overlap emerging digital channel that intersects with LÖWEN's installed base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LOEWEN.Gruppe
• LinkedInlinkedin.com/company/loewen-entertainment-gmbh
• Instagraminstagram.com/loewendartofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries7 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 LÖWEN Group