- Founded
- 1980-01-01 in Gumpoldskirchen, Lower Austria, Austria
- Headquarters
- Wiener Strasse 158, 2352 Gumpoldskirchen, Austria
- Phone
- +43 2252 606
NOVOMATIC AG is one of the world’s largest high-tech gaming technology companies, headquartered in Gumpoldskirchen, Austria. Founded in 1980 by entrepreneur Johann Graf, the group has grown from a small Austrian gaming machine producer into a global powerhouse with subsidiaries in around 50 countries and exports to more than 130 states. In 2025, NOVOMATIC reported a turnover exceeding €3.6 billion and employed approximately 26,000 people worldwide. The company operates about 2,000 gaming facilities – including casinos, slot parlours, betting shops and bingo halls – many under the well-known Admiral Casino brand. NOVOMATIC’s core business spans the full gaming value chain: manufacturing electronic gaming machines and video lottery terminals, developing casino management systems and cash management solutions, providing online, mobile and social gaming platforms (via its Greentube division), and offering lottery and sports betting solutions. The group is also a major operator in several European markets, notably Germany, Italy, the United Kingdom and Eastern Europe. Through its dual strategy as both producer and operator, NOVOMATIC has achieved a unique market position, and its commitment to innovation is underscored by a strong research and development focus that continues to drive product leadership.
Detailed Review
History and Founding
NOVOMATIC AG was founded in 1980 by Johann Graf in Gumpoldskirchen, Austria. Graf had previously partnered in a pinball-machine import business and oriented the company towards producing gambling machines under the Admiral brand. Admiral-branded casinos soon followed. Over the next decades, the group expanded globally and became an early adopter of touch-screen technology in slot machines.
Business Model and Expansion
NOVOMATIC operates a dual strategy as both a manufacturer of gaming equipment and an operator of gaming venues. The company’s vertical integration covers the entire value chain, from hardware production to software development and venue management. Major acquisitions include the purchase of a controlling stake in London-based Greentube in 2010, which became the group’s digital division, and the acquisition of a 52% majority stake in Australian gaming-equipment manufacturer Ainsworth Game Technology Ltd in 2018. In the UK, NOVOMATIC bought Luxury Leisure in 2014 and Talarius in 2016. In November 2022, the group expanded further in Italy by acquiring HBG Group.
Core Products and Platforms
NOVOMATIC’s product portfolio includes land-based electronic gaming machines (Panthera Series, V.I.P. X, NOVOMATIC Roulette Special), the NOVOVISION casino management system, online and mobile platforms through Greentube, lottery solutions via Novomatic Lottery Solutions (NLS), and sports betting under the ADMIRAL Sportwetten brand. The company manages roughly 255,000 gaming terminals and video lottery terminals across its own venues and via rental concepts.
Market Position and Global Presence
NOVOMATIC claims the No. 1 position in high‑tech gaming technology in Europe. Its strongest markets are Germany, Italy, the United Kingdom, and Eastern Europe. The group also has a growing presence in North America through NOVOMATIC Americas and in the Asia‑Pacific region via its Ainsworth stake. Revenue has grown steadily, from €1.84 billion in 2021 to an estimated €3.6 billion by 2025, reflecting both organic expansion and strategic acquisitions.
Leadership and Ownership
The company remains privately owned by its founder Johann Graf. The current group-level executive board includes Harald Neumann as CEO, Ryszard Presch as COO, and Johannes Gratzl as CFO. Regional management boards exist for the Americas (CEO Alexander Merwald, CFO Len Busche, CCO Sabine Stoppel) and Italy (CEO Olga Rodrigo, CFO Markus Buechele, COO Karl Plank), but these are not group-level roles. The company is known for a conservative but ambitious approach, focusing on vertical integration and operational efficiency.
Key Products
V.I.P. X Series Cabinets
Premium slot machine cabinets with curved displays and high-engagement content, including models like V.I.P. X Royal 1.85 and V.I.P. X Dream 3.43.
Panthera Series
Sleek, modern slot cabinet design launched in 2018, featuring a compact footprint and customizable lighting.
NOVOMATIC Roulette Special
Electronic table game setup for gaming floors that offers automated roulette play with multiple betting options.
NOVO UNITY PRO
Management and cash management system for electronic table games, enabling real-time monitoring and integration with casino operations.
Ultra Boost series
Progressive slot games with multi-feature bonuses that offer increasing jackpots and interactive bonus rounds.
Piggy Prizes – Wand of Riches
Slot game featuring a 'Feed the Pig' mechanic that triggers bonus payouts and free spins.
Apex Pro Gaming ELEMENT Series
Technology partner product line including games like Clover Twist and Clover Inferno, distributed under the Apex Pro brand.
Greentube
Online and mobile gaming division that publishes digital versions of Novomatic slot games and operates online casinos, including Admiral Casino online.
Admiral Casino
Land-based and online casino brand with over 270 venues in the UK and numerous locations across Europe, also available as an online platform.
Luxury Leisure
UK subsidiary operating seaside amusement arcades, acquired in 2014.
Quicksilver
High-street betting shops in the UK, acquired through the 2016 purchase of Talarius.
Novomatic Lottery Solutions (NLS)
Digital instant win and scratchcard solutions for lottery markets, often in partnership with Gamevy.
NLS Lottery Solutions
Provider of instant‑win, digital scratchcard, and lottery technology.
Ainsworth Game Technology
An Australian manufacturer of slot machines and gaming systems serving Asia, Americas, and Oceania.
Löwen Entertainment
Germany’s operator of around 520 Admiral Spielhalle slot arcades.
VIP X
A product line offering premium slot‑machine content with player‑loyalty features.
V.I.P. X
A premium slot machine series designed to offer players a VIP experience with advanced features and high‑quality cabinet design.
NOVOVISION
A comprehensive casino management system that covers floor management, player tracking, bonus systems, and data analytics for land‑based operations.
ADMIRAL Sportwetten
The sports betting brand of NOVOMATIC, offering retail and online sportsbook services.
Offices & Headcount
26000 employees (approx.)
Key Persons
Sabine StoppelCCO of NOVOMATIC Americas
Johann GrafFounder & Owner
Markus BuecheleChief Executive Officer
Notable past members
- Markus Buechele — Chief Operating Officer
Exhibition History
Recent News
NOVOMATIC Americas appoints Juergen Keller as co-managing director
Juergen Keller has been appointed co-managing director of NOVOMATIC Americas, joining Sabine Stoppel to lead commercial and operational growth in the region. He replaces Jakob Rothwangl, who will focus on strategic expansion in Germany.
2026-07-10