Gaming technology group NOVOMATIC AG has agreed to sell its Austrian subsidiary, ADMIRAL Austria, to the Malta-based Tipico Group. This mutually beneficial agreement should help Novomatic expand its global presence while strengthening Tipico’s market share in its core jurisdictions. Both companies were optimistic regarding the sale as they remain confident in their continued growth.

The Deal Aligns with Novomatic’s Growth Ambitions

Novomatic, one of the world’s most prominent gaming technology groups, agreed to transfer 100% ownership of ATLAS Group GmbH, the parent company of ADMIRAL Group in Austria, to Tipico. This sale aligns with Novomatic’s strategy to free up resources for international growth as the company gradually moves away from the domestic market in pursuit of lucrative new opportunities.

Novomatic operates in over 50 countries, managing over 2,200 gaming locations worldwide. CEO Stefan Krenn was confident that this move would yield long-term dividends, giving the company extra resources to fuel strategic investments. Krenn lauded Tipico’s expertise and was glad he was leaving Admiral Austria in their capable hands.

In Tipico, we have found a highly professional and reliable partner who will continue to run Admiral successfully and sustainably in Austria.

 Stefan Krenn, Novomatic CEO

Tipico is well-equipped to take over Admiral Austria. The company is a pioneer in sports betting technology and has commanded a leadership position in Germany for two decades, leveraging constant innovation, data security, and consumer protection to stay one step ahead of the competition. Tipico’s considerable expertise should further elevate Admiral Austria’s offerings, ushering in lasting success.

Tipico Elevates Its Reach in German-Speaking Regions

This deal follows Tipico’s sale of its US assets to MGM Resorts International subsidiary LeoVegas. This strategic shift back to Europe allows Tipico to concentrate on core markets and bolster its competitive edge within these jurisdictions. The company boasts technology centers across Europe that focus on enhancing user experience via constant innovation.

Novomatic and Tipico have vastly different strategies. While NOVOMATIC is sharpening its focus on global markets, Tipico is solidifying its presence in Europe, particularly in German-speaking regions. Tipico Group CEO Axel Hefer noted that his company and Admiral Austria shared many common values, making future integration significantly easier. 

This agreement represents an important step in Tipico’s expansion strategy to bolster our leading role in the German-speaking region and strengthen our market position in Austria.

Axel Hefer, Tipico Group CEO 

This acquisition marks a shift in the European gaming landscape, with Novomatic reallocating resources toward global growth and Tipico cementing its lead in the Austrian Market. The deal represents a chance to strengthen both companies’ strategic objectives, and industry experts will closely monitor how this deal impacts the broader gaming sector in Austria and beyond.