ADMIRAL Entertainment

What ADMIRAL Entertainment does

ADMIRAL Entertainment Holding Germany GmbH is the German operating subsidiary of Austrian gaming conglomerate NOVOMATIC AG, headquartered in Pfullendorf, Germany. The company operates over 400 state-licensed gambling halls across Germany with more than 8,000 gaming terminals, serving adult walk-in customers seeking regulated slot machine, electronic dart, and ancillary food and beverage entertainment. Originally founded as Restle Automaten (1961), the company was rebranded under the ADMIRAL brand in 2019 following NOVOMATIC's consolidation of its German operations.

The technology backbone is provided by parent NOVOMATIC's proprietary NOVOLINE gaming software platform and COOLFIRE 5 hardware platform, deployed through NOVO OPTIMUS PRO standing terminals and NOVO WALL PRO wall-mounted cabinets equipped with 27-inch PCAP touchscreens and HD graphics. ADMIRAL extends the platform to B2B partners through ADMIRAL Gastro, offering turnkey gaming, electronic dart (LÖWEN DART HB8/HB10), cigarette vending, and security solutions to restaurants and catering businesses on a revenue-sharing basis. The sports betting vertical was added through wholly-owned subsidiary EXTRABET GmbH, operating ADMIRAL Sportwetten shops using Tiptorro technology for live event wagering.

Revenue is generated primarily through transaction-fee economics on gaming machine play across owned halls, supplemented by managed-services revenue sharing with gastronomy partners and transaction fees from sports betting. The company employs approximately 3,000 people in Germany, supported by an ADMIRAL Academy training function, and holds multiple sector certifications including G4 (2024), GZQG, and DAW 'Geprüfte Qualität in Spielhallen' for responsible gaming and youth protection. All operations are confined to the German market under the regulatory framework administered by state authorities.

Name

ADMIRAL Entertainment

Legal name

ADMIRAL ENTERTAINMENT GmbH

Website

https://admiral-games.de

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

ADMIRAL Entertainment is the German subsidiary of NOVOMATIC AG, operating over 400 state-licensed gambling halls and 8,000+ gaming terminals across Germany. It serves adult entertainment seekers directly through retail venues and gastronomy businesses through its B2B equipment placement program, and also runs sports betting via EXTRABET.

Ownership category

akta.pro rank

Product category

Gaming & Gambling Entertainment

NAICS

Casinos (except Casino Hotels) (71321), Amusement Arcades (713120)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Electronic Table Games (ETGs) & Stadium Gaming (MPAEAJAC)

akta.pro secondary industries

Electronic Table Games (ETGs) & Stadium Gaming Terminals (MPAEANAC), Sportsbook & Race Book Hardware (Betting Terminals, Display Walls, Tote Terminals) (MPAEANAH)

Keywords

• Gaming hall operations
• Slot machines
• Electronic darts
• Sports betting shops
• Gastronomy gaming solutions

Headquarters

HQ city

Pfullendorf

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gambling Hall Operations: ADMIRAL operates over 400 state-licensed gambling halls across Germany, generating revenue from gaming machine usage fees and customer transactions. Each location offers a mix of gaming terminals and entertainment options.
2. Gastronomy Equipment Placement (ADMIRAL Gastro): ADMIRAL Gastro provides gaming and entertainment equipment to restaurant and catering businesses, offering placement, technical service, and ongoing support for a share of gaming revenue.
3. Sports Betting (EXTRABET): Through subsidiary EXTRABET GmbH, ADMIRAL operates sports betting shops offering live sports betting with official licensing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

ADMIRAL Entertainment operates approximately 400+ state-licensed gambling halls across Germany offering slot machines, electronic darts, food and beverage services, and live sports betting. Through its ADMIRAL Gastro business, it provides turnkey gaming and entertainment equipment placement solutions (slot machines, electronic darts, cigarette vending, security concepts) to gastronomy businesses on a revenue-sharing basis. The company is the German operating brand of Austrian gaming conglomerate NOVOMATIC AG and leverages proprietary NOVOLINE gaming software and COOLFIRE 5 platform technology.

Product overview

ADMIRAL Entertainment is a German gaming brand of Austria's NOVOMATIC AG, operating approximately 400+ state-licensed gaming halls and providing turnkey solutions for the gastronomy sector. The portfolio includes NOVOLINE platform slot machines (NOVO OPTIMUS PRO, NOVO WALL PRO), classic GAMINATOR machines, LÖWEN electronic darts (HB8, HB10), cigarette vending machines, and security concepts. The company also operates sports betting shops under the ADMIRAL and EXTRABET brands. Services include technical support, device activation, and the ADMIRAL Academy training program.

Differentiator

Problem solved

Functional benefit

Products and services

• ADMIRAL Spielhallen (Gambling Halls) State-licensed gaming halls operating approximately 400+ locations across Germany, offering slot machines, electronic darts, and food/beverage services in a regulated entertainment environment for adult consumers.
• ADMIRAL Gastro (Gastronomy Equipment Placement)

Quantifiable outcome

• G4 certification for responsible gaming achieved in 2024
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and major.

• NOVOMATIC AGcoreOthersNOVOMATIC AG is the Austrian parent company of ADMIRAL Entertainment Holding Germany GmbH. ADMIRAL is the German operating brand of NOVOMATIC, leveraging 25+ years of gaming technology expertise. This is a subsidiary relationship where ADMIRAL operates as the German subsidiary of the Austrian gaming conglomerate.
• LÖWEN ENTERTAINMENTcoreTechnology or IntegrationADMIRAL Gastro partners with LÖWEN ENTERTAINMENT, the market leader for electronic darts in Germany, to provide LÖWEN DART HB8 and HB10 electronic dart machines to gastronomy partners.
• EXTRABET GmbHcoreOthersEXTRABET GmbH is a sports betting subsidiary of ADMIRAL Entertainment, operating sports betting shops powered by Tiptorro technology under the ADMIRAL brand.
• G4 Global Gambling Guidance GroupmajorStrategic or Co-development PartnerADMIRAL has been certified by the G4 Global Gambling Guidance Group for responsible gaming practices, demonstrating commitment to player protection and social responsibility.
• GZQG (Gesellschaft zur Zertifizierung von Qualitätsmanagement)majorStrategic or Co-development PartnerADMIRAL has obtained accredited certification for player and youth protection in commercial gambling under the GZQG standard.
• Deutsche Automatenwirtschaft e.V.majorStrategic or Co-development PartnerADMIRAL holds certification for 'Geprüfte Qualität in Spielhallen' (Tested Quality in Gambling Halls) covering youth protection, player protection, and operational management under the DAW trade association standard.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NOVOMATIC AG: Austrian parent company of ADMIRAL and one of the world's largest gaming technology conglomerates with global manufacturing, online (Greentube), and land-based operations. Provides the technology stack and strategy framework that defines ADMIRAL's offering.
• Sazka Group: Czech-headquartered pan-European lottery and gaming operator with land-based, online, and sports betting verticals across multiple jurisdictions. Comparable as a multi-channel regulated gaming operator expanding across Europe.
• Entain (formerly GVC Holdings): Global sports betting and gaming operator (bwin, Ladbrokes, Coral) with significant German online and retail exposure. Comparable as a multi-channel sports betting and gaming operator, though larger and more digitally focused.

Direct peers

• Tipico: Germany-headquartered sports betting operator with retail shops and online platform. Comparable to ADMIRAL's EXTRABET sports betting business and competes for the same regulated German sports wagering customers.
• Bally Wulff: Berlin-based gaming machine manufacturer and operator with strong presence in German gastronomy and arcades, offering slot machines, casino-style games, and related services. Direct competitor for gastro equipment placement and gaming hall operations.
• Löwen Entertainment: German-based manufacturer and operator of electronic dart and gaming machines, and existing ADMIRAL Gastro technology partner. Comparable product portfolio (slot, dart, vending) serving overlapping gastronomy and venue customers.
• Gauselmann Group (Merkur): Family-owned German gaming operator running the Merkur brand across hundreds of arcades, amusement halls, and sports betting outlets, with in-house Merkur Gaming manufacturing. Closest direct competitor to ADMIRAL in the German licensed gambling hall market.
• Gauselmann subsidiary: Merkur Sports Betting / Cashpoint: Sports betting arm of the Gauselmann Group competing with ADMIRAL's EXTRABET in licensed German sports wagering, with overlapping retail shop footprint and customer base.

Emerging players

• Greentube (NOVOMATIC Interactive): NOVOMATIC AG's online and mobile gaming division providing slots, casino, and sportsbook technology. Relevant as the digital extension of ADMIRAL's land-based NOVOLINE content, and a potential channel for ADMIRAL's customer base into online gaming.

Regional players

• Spielbanken Sachsen / State Casino Operators: German state-owned casino operators (e.g., Spielbanken Sachsen, WestSpiel, Spielbank Berlin) running licensed casino floors within German states. Adjacent to ADMIRAL's gambling halls but typically offer traditional table games under state concessions rather than slot-focused arcades.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/admiral-entertainment-gmbh

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Entertainment