NOVOMATIC, the Austrian gaming behemoth, has just made another strategic move in its global expansion playbook. On April 18, 2025, the company announced a fresh distribution partnership with Singapore-based Harvest Gaming, signaling its serious intentions to deepen its footprint across Southeast Asia’s lucrative casino markets. This collaboration will see Harvest Gaming distribute NOVOMATIC’s gaming products across Singapore, Malaysia, and Vietnam – three markets that industry experts consider ripe with opportunity.
The Austrian Gaming Giant’s Journey from Pinball to Global Dominance
Before diving into this new partnership, it’s worth appreciating NOVOMATIC’s remarkable four-decade journey. Founded in 1980 by entrepreneur Johann Graf, the company evolved from humble beginnings importing Belgian pinball machines. When Graf’s initial business partner Gerhard Brodnik departed, Graf pivoted toward producing gambling machines under the Admiral brand, setting the stage for what would become a global gaming empire.
The company embraced innovation early, becoming one of the first gambling equipment manufacturers to incorporate touchscreen technology. This technological pioneering spirit has remained central to NOVOMATIC’s DNA throughout its impressive growth trajectory.
Fast forward to 2025, and NOVOMATIC now operates approximately 2,100 gaming facilities across 50 countries, with many under the Admiral Casino brand. The company’s influence stretches even further, exporting innovative gaming equipment, system solutions, and services to 100 countries worldwide. This massive footprint is supported by around 23,900 employees and a network of 211 fully consolidated subsidiaries.
Breaking Financial Records and Market Expansion
NOVOMATIC’s financial performance tells a story of extraordinary growth. The company reported revenues of €2.86 billion in 2022, marking a substantial 55.2% increase from the €1.84 billion recorded in 2021. This impressive growth spans both major business segments.
The Gaming Operations segment, which encompasses casinos, slot arcades, and betting facilities, generated €1.79 billion in 2022, showing remarkable 72.7% growth from the previous year’s €1.03 billion. Meanwhile, the Gaming Technology segment, responsible for developing, producing, renting, and selling gaming equipment, contributed €1.07 billion, up 33% from €806.2 million in 2021.
“As one of the largest gaming technology groups in the world, NOVOMATIC currently has around 2,100 of its own gaming facilities in 50 countries, exporting innovative gaming equipment, system solutions and services to 100 countries around the world,” the company stated in its 2022 annual report.
Strategic Acquisitions: Building a Global Gaming Empire
NOVOMATIC’s growth hasn’t been purely organic – strategic acquisitions have played a crucial role in its expansion. In 2010, the company entered the online gambling space by acquiring a controlling stake in London-based Greentube studio, which became the main online publisher of NOVOMATIC’s established slot games. Greentube then expanded its own reach by purchasing Canadian-based Bluebat Games in 2015. i
The company continued its acquisition spree in 2018, completing the purchase of 52% of Australian gambling equipment maker Ainsworth Game Technology Limited for approximately €300 million. This strategic move strengthened NOVOMATIC’s position in both the Australian market and extended its reach into North America.
In 2020, Greentube acquired the majority of CashBet Coin’s CBC cryptocurrency and its underlying blockchain technologies, which gave it access to using cryptocurrency in the iGaming sector.
More recently, 2022 saw one of the largest transactions in NOVOMATIC’s history with the majority acquisition of the Italian HBG Group. This move positioned NOVOMATIC as one of the largest concessionaires and operators of VLTs (Video Lottery Terminals) and AWPs (Amusement with Prizes machines) in Italy.
Recent Expansion Moves: From France to the Middle East
NOVOMATIC’s appetite for growth shows no signs of slowing. In January 2025, the company announced an agreement to acquire Vikings Casinos SAS, a French land-based casino operator with 11 properties throughout France. This pending acquisition, still awaiting regulatory approval, represents another significant step in NOVOMATIC’s European expansion strategy.
“With the acquisition of Vikings Casinos, we are consistently pursuing our international growth strategy and strengthening our position as a leading provider in the European gaming market,” stated NOVOMATIC Executive Board Member Stefan Krenn about the deal.
Vikings Casinos CEO Luc Le Borgne expressed optimism about joining the NOVOMATIC family: “We are confident that the integration into such an experienced and successful company as NOVOMATIC will help us to further strengthen our position on the French market”.
Receiving this license as one of the first gaming technology groups worldwide is a significant milestone for Novomatic
In another groundbreaking development earlier this month, NOVOMATIC was awarded a Tier 1 gaming vendor license by the General Commercial Gaming Regulatory Authority (GCGRA) of the United Arab Emirates. This prestigious certification positions NOVOMATIC among the first few authorized suppliers in the UAE’s emerging gambling sector, which currently includes only a state lottery and plans for a single licensed casino at the Wynn Al Marjan Island resort in Ras Al Khaimah.
The license enables NOVOMATIC to legally distribute its full suite of land-based gaming products and technologies to licensed operators across the UAE. “Receiving this license as one of the first gaming technology groups worldwide is a significant milestone for Novomatic,” said Stefan Krenn about this achievement.
The Harvest Gaming Partnership: Growing in Southeast Asia
Against this backdrop of global expansion, NOVOMATIC’s new partnership with Singapore-based Harvest Gaming represents a focused effort to strengthen its position specifically in the Southeast Asian market. Under the agreement, Harvest Gaming will serve as NOVOMATIC’s authorized distributor in Singapore, Malaysia, and Vietnam – three markets with significant growth potential in the gaming sector.
For NOVOMATIC, this partnership aligns perfectly with its “long-term commitment to international growth through strong regional collaborations.” By leveraging Harvest Gaming’s local expertise and distribution network, NOVOMATIC can enhance its ability to respond quickly and effectively to the unique needs and demands of casino operators in what it describes as “one of the most dynamic regions in the global gaming sector.”
The collaboration will focus primarily on distributing NOVOMATIC’s cutting-edge electronic gaming machines, systems, and solutions to land-based casino operations throughout the three countries. Given Harvest Gaming’s significant experience and established presence in these markets, they are described as “ideally positioned” to support NOVOMATIC’s expansion ambitions in Southeast Asia.
What Industry Leaders Are Saying
Executives from both companies have expressed enthusiasm about the collaboration. Alfred Hwee, Harvest Gaming’s general manager, highlighted the alignment between NOVOMATIC’s values and his company’s business philosophy.
“We look forward to working closely with the NOVOMATIC team to support our customers and drive mutual growth in Southeast Asia,” Hwee stated, praising NOVOMATIC for its “incredible commitment to innovation, quality and reliability.”
From NOVOMATIC’s perspective, Michael Barsin, the company’s sales manager, emphasized Harvest Gaming’s deep understanding of regional markets as a key factor in the partnership decision.
“Their deep understanding of the regional markets and dedication to supporting our customers make them excellent representatives of the NOVOMATIC brand,” Barsin commented. “This partnership will allow us to serve operators in Singapore, Malaysia, and Vietnam better with our tailored, high-performance gaming solutions.”
The Southeast Asian Gaming Landscape
The timing of this partnership is particularly strategic given the growth trajectory of the Southeast Asian gaming market. Singapore has established itself as a premium destination for integrated resorts with its two major casino properties—Marina Bay Sands and Resorts World Sentosa—generating billions in annual revenue. Malaysia’s Genting Highlands remains one of the region’s premier gaming destinations, while Vietnam has been gradually liberalizing its casino industry, allowing local play at select properties under specific conditions.
These markets represent significant opportunities for NOVOMATIC’s high-performance gaming solutions, particularly as post-pandemic recovery continues to strengthen demand for premium entertainment experiences. By partnering with Harvest Gaming, NOVOMATIC gains a local champion capable of navigating the unique regulatory environments and business practices of each market.
Gaming Industry Evolution: Context for NOVOMATIC’s Growth
NOVOMATIC’s expansion comes during a pivotal time in gaming evolution. The industry has transformed dramatically since the 1970s, when arcade games like Pong helped establish video gaming as a recreational pastime. Through the 1980s and 1990s, technological advancements drove massive growth in both console and PC gaming.
Today, gaming has evolved into a global entertainment powerhouse spanning multiple platforms and experiences. This evolution has created both challenges and opportunities for traditional gaming equipment manufacturers like NOVOMATIC, which must balance innovation in physical gaming machines with expansion into digital platforms.
This is evident in NOVOMATIC’s strategic moves over recent years. The company’s acquisition of Greentube in 2010 positioned it to capitalize on the growing online gaming market, while continued investments in land-based operations across Europe, the Middle East, and now Southeast Asia demonstrate a commitment to a multi-channel approach.
G2E Asia 2025 in Macao
NOVOMATIC is gearing up for an exciting presence at G2E Asia 2025 in Macao, where it will showcase a wide range of innovative gaming solutions designed specifically for the Asian market. The company plans to highlight its latest advancements in slot machines, featuring new multi-screen models and enhanced game link technologies that offer players more engaging and varied experiences.
In addition, NOVOMATIC will present its electronic table game system, which allows multiple players to enjoy live and slot games simultaneously with features like tournament play and easy management for operators. The company will also demonstrate its advanced casino management system, which includes tools for loyalty programs, cashless payments, and enhanced security measures. According to Kenan Bajram, Deputy Director Global Sales at NOVOMATIC AG, G2E Asia provides an important platform to introduce these cutting-edge solutions tailored to the unique needs of the Asian gaming industry.
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