Austrian Novomatic secures French expansion with Vikings deal

Ansh Pandey January 23, 2025

SiGMA news

Austrian gaming giant Novomatic AG has announced its acquisition of French gaming group Vikings Casinos SAS, marking a significant step in its European expansion strategy. While the financial details remain undisclosed, the deal also awaits regulatory approval.

For those unfamiliar, Vikings Casinos SAS operates 11 casinos across France, establishing itself as a key player in one of Europe’s largest gaming markets. Headquartered in Falaise, the group manages a network of land-based casinos, including prominent locations along the Côte d’Azur, solidifying its presence in the French gaming industry.

Stefan Krenn, Novomatic’s executive board member, highlighted the acquisition’s alignment with the group’s international growth strategy. He described it as a move to “strengthen Novomatic’s position as a leading provider in the European gaming market” and a foundation for “sustainable growth in France.”

Luc Le Borgne, Chief Executive of Vikings Casinos SAS, echoed this optimism, calling the partnership an integration into an experienced and successful market. He stated, “Novomatic will help us further consolidate our position in the French market.”

This acquisition confirms Novomatic’s ambition to maintain its dominance in the gaming sector while expanding into key international markets.

Shift in focus following Admiral Group sale

In addition, the deal follows Novomatic’s decision to sell its 100-percent stake in Atlas Group GmbH, the parent company of Admiral Group, in Austria. This sale was part of a broader strategy to prioritise international growth. Admiral Group operates over 200 gaming venues and 110 sports bars in Austria.

Novomatic stated that the sale would enable the company to focus on “international growth markets and further global expansion.” Tipico, the buyer of the Admiral business, described the acquisition as a significant milestone in its expansion strategy.

Tipico’s Chief Executive, Axel Hefer, highlighted the shared values of innovation, consumer protection, and modern technology between the two firms, expressing confidence in a successful partnership within Austria’s gaming and sports betting market.

Global expansion beyond Europe

Beyond Europe, Novomatic has been eyeing opportunities in Asia-Pacific markets and remains a majority stakeholder in Australia’s Ainsworth Game Technology Ltd. This ongoing diversification highlights Novomatic’s strategic vision to sustain its global influence across gaming sector.

Novomatic continues to focus on expanding its presence worldwide, including increasing its footprint in the Asia-Pacific region. The Austrian firm also holds a 52-percent stake in Australian slot machine maker Ainsworth Game Technology Ltd, underscoring its commitment to global growth.

With these strategic moves, Novomatic aims to solidify its position as a global leader in gaming and entertainment.