NOVOMATIC is marking 45 years of shaping the global entertainment industry, evolving from a small business in Lower Austria into a multinational corporation with a leading role in gaming technology and an international vision.
With more than 20,000 employees, operations in about 45 countries, a 99 percent export ratio, and business activities spanning around 130 markets, NOVOMATIC’s growth since its founding in 1980 reflects a global success story. Combining proprietary gaming technology with the operation of more than 1,600 gaming venues, the group’s business model is reinforced by a network of more than 250 subsidiaries worldwide.
This benefits both the company itself and the wider Austrian economy, says the group. According to a study by the economic research institute Economica, NOVOMATIC contributed 2.1 billion euros to the domestic economy between 2019 and 2022 alone. This means that every 570th euro generated in Austria is directly or indirectly attributable to the Group.
Pioneering spirit since 1980
A closer look at NOVOMATIC’s 45-year history reveals the key factors behind the technology leader’s success. Professor Johann F. Graf started his company at the age of 33 in a former wine merchant’s premises in Gumpoldskirchen, with capital of 50,000 Austrian schillings (around 3,600 euros) and a team of twelve employees.
Professor Johann F. Graf in 1980.
As a pioneer in the entertainment industry, he had a clear strategy when he founded the company: innovation as the basis for market-leading products, the continuous improvement of business processes, and internationalization.
The young company was soon producing its first slot machines under the ADMIRAL brand and also became the general agent for the gaming terminals of the British manufacturer JPM, which was the world’s second-largest manufacturer of slot machines at the time. This step paid off as the NOVOMATIC founder quickly ventured into other European markets, such as Germany, the Netherlands, France, and Switzerland, thereby laying the foundation for subsequent expansions.
“In truth, from the very outset, our home market was never Austria – it was the whole world,” says Professor Graf, explaining the maxim that still applies today. Thus, even after the fall of the Iron Curtain in 1989, it was clear to the company’s founder that he wanted it to be one of the few Austrian companies to take early advantage of the potential of the Eastern European markets.
The ambitious expansion continued into the 1990s and was exemplified by the company’s exports of complete packages of equipment to casinos all over the world. By this time, the NOVOMATIC AG Group had already established itself as the market leader in most future EU member states. ADMIRAL Sportwetten GmbH was also established in 1991 and soon became number one on the Austrian sports betting market.
The group also quickly assumed a leading role at the technological level. One particular innovation heralded the turning point: while the industry was still relying on electromechanical systems, Professor Johann F. Graf recognized the potential of electronics early on, giving NOVOMATIC a decisive advantage.
The development and introduction of the Coolfire gaming hardware platform in 1997 marked a technological breakthrough. The Novo TouchBet Live Roulette, heralded as a revolution in the live gaming segment, was launched around the same time.
Professor Graf was the first to combine the thrill of traditional live gaming with new technological possibilities, bringing a groundbreaking innovation to international gaming markets, says NOVOMATIC. It was suddenly possible for up to 250 guests to participate in a live roulette game via individual player terminals.
From European leader to global brand
The rapid development of the gaming technology company continued into the new millennium. The founding of the software unit Advanced Technology Systems International (ATSI) in cooperation with the University of Kraków in Poland is considered a milestone of that period. This cooperation strengthened NOVOMATIC’s technological expertise and innovative strength by providing new impetus in software development.
With the acquisition of Germany’s second-largest manufacturer of gaming terminals, NSM-LÖWEN Entertainment GmbH, NOVOMATIC secured its position as market leader in Germany in 2003.
While the company achieved successful growth worldwide, important steps were also taken in its home market of Austria. The new NOVOMATIC headquarters in Gumpoldskirchen were completed in 2009 and, as the largest of 13 production sites in 12 countries worldwide, now offers even more space for future growth.
The acquisition of the Vienna-based company Greentube Internet Entertainment Solutions GmbH in 2010 marked a milestone in the online gaming business. The integration of Greentube as its Digital Gaming and Entertainment Division marked a major step in the company’s expansion within this sector: today, Greentube is active in 45 countries around the world.
Following its entry into the US market in 2012, NOVOMATIC made numerous acquisitions in the United Kingdom in the years up to 2016, establishing itself as a leading arcade operator in the country.
Growing operations around the world
NOVOMATIC also achieved important milestones as an operator during this period. The opening of Latin America’s largest resort casino, Monticello Grand Casino & Entertainment World, with live performances by Marc Anthony and Jennifer Lopez, attracted a particularly high level of international attention.
In Europe, significant steps included the launch of the largest casino in Eastern Europe in Prague and the acquisition of a majority stake in one of Germany’s most successful casinos, Spielbank Berlin (2011) on Potsdamer Platz. The company also opened Europe’s largest sports bar, Casino ADMIRAL Prater, in Vienna in 2017.
In recent years, NOVOMATIC has continued to expand its position as a leading operator. In Germany, the Spielbank Berlin casino reopened in 2023 after undergoing extensive modernization, bolstering its premium offering thanks to an interior designed by the company’s in-house design studio.
In the Netherlands, the company consolidated its market presence through the successful development of several locations, including the opening of Casino ADMIRAL Helmond. Spain has been another of NOVOMATIC’s most important core markets for many years, with a focus on quality, innovation, and the gaming experience. NOVOMATIC also operates numerous locations in the United Kingdom.
NOVOMATIC today employs more than 20,000 employees across the world
Innovation and corporate responsibility
The group boasts 31 research and development centers in 18 countries. NOVOMATIC holds more than 5,000 IP trademark rights and releases around 200 new game variants every year. In the past three years alone, around 300 million euros have been invested in R&D.
NOVOMATIC was the first gaming provider worldwide to introduce requirements for a biometrically supported registration, access, and payment system for gaming companies. Since then, the NOVOVISION casino management system has been subject to continuous development.
One partnership stands out in particular in the history of NOVOMATIC. In 2014, Austrian national hero and three-time Formula 1 World Champion Niki Lauda became a NOVOMATIC brand ambassador, a position that he occupied until his death in 2019.
The onset of the coronavirus pandemic in 2020 brought the global gaming industry to a standstill. NOVOMATIC responded quickly to these new global challenges and, by setting up a crisis management team, implemented important strategic measures designed to secure the number of employees in the long term, even during the challenging pandemic period.
The company managed to emerge from the crisis stronger than before and even increased its workforce in the following years despite high levels of inflation, NOVOMATIC highlighted. In the same year, the group obtained a sports betting license in Germany with ADMIRAL Sportwetten GmbH.
Since its very beginning, NOVOMATIC has operated exclusively in regulated markets with clear legal frameworks, and player and youth protection have always been its top priorities.
NOVOMATIC's headquarters in Gumpoldskirchen
NOVOMATIC AG and its subsidiaries with the highest sales have been awarded the internationally renowned G4 certification by the Global Gambling Guidance Group for their commitment to player and youth protection. This global award for responsible gambling involves regular evaluation and confirmation.
In 2022, NOVOMATIC successfully continued its international growth trajectory by completing one of the largest transactions in its history, the acquisition of the HBG Group in Italy.
A particular highlight of 2024 was the presentation of the Brand Life Award to NOVOMATIC founder Professor Johann F. Graf. The Austrian Brand Value Study conducted by the European Brand Institute (EBI) also recognizes the company’s achievements, and with an increase in brand value of +8.7 percent to 3.745 billion euros, NOVOMATIC ranked second among the most valuable companies in the country. In addition, the third place achieved for the first time in the Sustainable Brand Ranking recognizes NOVOMATIC’s strong commitment to sustainability.
A significant step toward a greener future was taken last year with the commissioning of one of Lower Austria’s largest rooftop photovoltaic systems, covering an area of around 20,000 m² at the headquarters in Gumpoldskirchen. Numerous subsidiaries, including in Germany, Italy, Spain, and Australia, are also already using renewable energy produced with in-house PV systems.
2025: A proud anniversary
As the largest exhibitor at ICE 2025, the global trade fair hotspot for the gaming industry, NOVOMATIC wowed attendees at the Fira Barcelona Gran Via with gaming content and an expansive product portfolio on a stand the size of a football field.
In order to focus even more squarely on global expansion, NOVOMATIC and Tipico signed an agreement at the beginning of the year regarding the sale of ADMIRAL Austria. In April 2025, NOVOMATIC became one of the first gaming companies worldwide to receive a Gaming Related Vendor license in the United Arab Emirates. The company then took the next step toward further international growth by buying the French casino group 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 says.
