The agreement signals a strategic move by Tipico to cement its market dominance in German-speaking countries, while Novomatic shifts its attention to international growth.
The transaction is subject to certain conditions, including regulatory approvals.
For Tipico, which already dominates the sports betting and online slot games market in Germany, this acquisition represents a strategic expansion into the Austrian market.
Admiral Sportwetten operates an online platform, while customers can also bet in one of more than 200 branches throughout Austria.
“This agreement is an important milestone in Tipico’s expansion strategy to further broaden our leading role in the German-speaking market and strengthen our position in Austria,” said Tipico CEO Axel Hefer.
“For 20 years, Tipico has stood for state-of-the-art technology, innovative products, and consumer protection.
“We are pleased to have found in the Admiral Group a partner who shares these same values. We look forward to a successful future in the Austrian sports betting and gaming market,” Hefer added.
Meanwhile, Novomatic views the deal as an opportunity to sharpen its focus on international growth markets.
“We have decided to sell the Admiral Group in Austria in order to focus on international growth markets and drive further global expansion.
“In Tipico, we found a highly professional and reliable partner who will continue to operate Admiral in Austria successfully and sustainably,” commented Novomatic board member Stefan Krenn.
Tipico employs more than 1,000 staff members across its technology hubs in Germany, Austria, Poland, and Malta, and a further 6,000 employees operate over 1,000 betting shops across Germany and Austria.
The Novomatic Group has locations in around 50 countries, and exports gaming equipment, system solutions, lottery system solutions and services to over 120 countries.
Last year, Tipico sold its US sportsbook and online casino platform to MGM Resorts.
The company had been exploring a potential sale of its US operations since at least 2022, following its inability to replicate the level of success in the US that it enjoys in its home market of Germany.
Dingnews.com 09/01/2025