Tipico takes over Admiral: gambling giant becomes more international!

Tipico takes over Admiral: gambling giant becomes more international!

The Austrian gambling market is undergoing a significant restructuring: Novomatic AG, the giant from Gumpoldskirchen, has signed an agreement to sell its betting chain Admiral to the German Tipico Group. This deal covers approximately 200 locations and affects approximately 1,500 employees. Novomatic, which has been struggling with poor business in Austria for years, sees this step as an opportunity to withdraw from the domestic market and focus more on international growth markets, such as crown reported.

Tipico, known as the market leader in sports betting in Germany with a market share of around 50 percent, sees the takeover of Admiral as an opportunity to expand its position in German-speaking countries. CEO Axel Hefer stated: “This agreement is an important milestone in Tipico’s expansion strategy to further expand our leading role in the German-speaking market and strengthen our position in Austria.” Novomatic emphasizes that the sale allows them to focus on global innovation leadership, while the collaboration with Tipico is perceived as professional and reliable Tipico Group.

Significance of the deal for the gaming industry

With the takeover, Tipico will not only take over the existing Admiral locations, which include 110 sports bars and 150 gaming machines, but will also further promote the responsible gaming culture. While regulatory approvals are still pending, the contract has already been signed, demonstrating both companies' determination to remain competitive in a rapidly changing industry. Novomatic will now focus more on its role as an innovative developer of gaming machines and software, while the company's turnover, which already amounted to 3.2 billion euros in 2023, should continue to grow without ADMIRAL contributions.