What began in 1980 in a small wine warehouse with just 12 employees has grown into a global success story.
Marking 45 years in the gaming industry, Novomatic has evolved from a small Austrian business into a global leader in gaming technology. Today, it operates in around 45 countries, exports 99% of its products, and is active in 130 markets, with over 20,000 employees and more than 1,600 gaming venues worldwide.
According to the company, this expansion benefits not only Novomatic but also the Austrian economy, with a reported €2.1 billion contribution between 2019 and 2022. "Every 570th euro generated in Austria is directly or indirectly attributable to the Group," says a study by Economica.
From Local Startup to Global Player
The company was founded in 1980 by Professor Johann F. Graf with just 50,000 Austrian schillings and 12 employees in Gumpoldskirchen. Early partnerships, such as with UK-based JPM, and quick expansion into markets like Germany and France laid the groundwork for international success.
"In truth, from the very outset, our home market was never Austria - it was the whole world," says Professor Graf.
In the 1990s, Novomatic became a key supplier to casinos worldwide and launched ADMIRAL Sportwetten, which now leads Austria's sports betting market. Technological innovation followed, notably with the 1997 launch of the Coolfire platform and the groundbreaking Novo TouchBet Live Roulette.
Major Milestones and Global Growth
The 2000s saw strategic moves like the creation of ATSI in Poland, the 2003 acquisition of Germany's NSM-LÖWEN, and the completion of Novomatic's expanded Gumpoldskirchen HQ in 2009. In 2010, Greentube was acquired and integrated as the group's Digital Gaming and Entertainment Division.
Novomatic expanded further into the U.S. in 2012 and the UK by 2016, becoming a leading arcade operator. High-profile openings followed, such as Monticello Grand Casino in Chile, the largest casino in Prague, and Europe's largest sports bar, Casino ADMIRAL Prater in Vienna.
Innovation, Responsibility, and Sustainability
With 31 R&D centers in 18 countries and over 5,000 IP rights, Novomatic invests heavily in innovation - €300 million in the last three years alone. It introduced the industry's first biometric access and payment system, and its NovoVision casino management system continues to evolve.
The late Niki Lauda became a brand ambassador in 2014, symbolizing Novomatic's commitment to excellence. During the COVID-19 crisis, the company quickly implemented strategies to protect jobs and emerged stronger, even expanding its workforce.
Novomatic emphasizes regulated markets and responsible gaming. Its subsidiaries are G4-certified for player and youth protection. In 2022, it completed one of its largest deals by acquiring Italy's HBG Group.
In 2024, Professor Graf received the Brand Life Award. Novomatic also saw an 8.7% rise in brand value to €3.745 billion and ranked third in Austria's Sustainable Brand Ranking. A major sustainability milestone was reached with a 20,000 m² rooftop solar system at HQ and renewable energy adoption in several countries.
Looking Ahead
At ICE 2025 in Barcelona, Novomatic impressed as the event's largest exhibitor. Early this year, it signed an agreement to sell ADMIRAL Austria to Tipico, and in April, it became one of the first gaming firms licensed in the UAE. It also acquired French operator Vikings Casinos SAS.
"All these activities show that, even after 45 years, Novomatic continues to stand for innovation, responsibility, and international gaming excellence - and that its eyes remain firmly set on the future," the company states.
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Source:
https://www.yogonet.com/international/news/2025/08/18/114637-Novomatic-marks-45-years-of-global-gaming-innovation-and-expansion
https://www.novomatic.com/en/explore-novomatic/about-novomatic/history
