In a major strategic realignment, European gaming technology group Novomatic AG has finalised the sale of its entire Admiral Austria retail business to the
In a major strategic realignment, European gaming technology group Novomatic AG has finalised the sale of its entire Admiral Austria retail business to the German-based sports betting powerhouse, Tipico Group. The deal, which has now received all required regulatory approvals, sees Tipico become a dominant force in the Austrian retail market.
The acquisition covers 100% of the parent company of the Admiral Group, which operates a vast network of over 200 gaming venues and more than 110 sports bars across Austria. While financial terms were not disclosed, the transaction represents one of the most significant M&A deals in the German-speaking gaming market this year.
The deal is being framed by both companies as a logical strategic move that allows each to focus on its core strengths.
For Novomatic, the sale marks a deliberate exit from a large-scale B2C retail operation. “ The completion of this transaction marks an important step in our global expansion strategy with a clear focus on international growth markets,” said Stefan Krenn, Executive Board Member of Novomatic AG. The move allows the Austrian giant to concentrate its resources on its primary role as a global B2B technology supplier.
For Tipico, the acquisition is a major step in consolidating its leadership in the German-speaking region. “ Admiral is a leading Austrian company with a strong legacy, and clear potential for future growth,” said Axel Hefer, CEO of Tipico Group. “This investment marks an important step in Tipico’s growth strategy.”
Crucially, the two companies will maintain a strong commercial relationship. Admiral Austria will continue to operate under its well-known brand and will remain a key B2B customer, continuing to rely on Novomatic’s gaming technology.
This divestment is consistent with Novomatic’s other recent international activities. The company is actively pursuing a strategy of expanding its B2B footprint in key global markets. This includes securing a new vendor licence in the United Arab Emirates and its ongoing, aggressive takeover bid for the Australian slot machine manufacturer, Ainsworth Game Technology, a move designed to grow its presence in the Asia-Pacific and US markets.
As part of the conditions for the Admiral deal, Austrian competition authorities will require Tipico to divest a number of its existing retail outlets in the country. The remaining shops will be integrated into the much larger Admiral network, solidifying its new, market-leading position.
