Novomatic: Gambling in very big markets as a goal

In Austria, Novomatic has been an integral part of the local gaming industry for many years. But now the gaming provider wants to withdraw from Austria. Instead, the company wants to get involved in very big markets and offer Novomatic games. But what actually moves Novomatic to withdraw from the Austrian market and move to other markets?

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Austria as a small market for Novomatic

The country of Austria is the home of Novomatic. Nevertheless, the group has not planned any new application in the Alpine region. This became very clear at the ICE gaming exhibition in the UK. This point was not just mentioned in passing. For Novomatic, Austria is a very small market in the field of gambling. The makers want to become more successful and distribute their games all over the world. The main focus here is on Europe and the USA. During the fair in London Novomatic presented the Novoline games and slot machines to the worldwide audience.

Visitors and those interested in the industry naturally cannot ignore such big names as Novomatic or even Merkur. At the fair, Novomatic was able to shine. The company was represented on an area of 5,000 m². Modern slot machines and other products of the manufacturer took the place. In addition, the group celebrated its 40th anniversary.

Novomatic is known to score with good products in many areas. There are mobile solutions and cash products. Social media is also not neglected by Novomatic. By the way, at the ICE in London Novomatic provided 200 gaming terminals so that guests could get an overview.

Novomatic also received another award at an international award ceremony. The team received the award "Casino Supplier of the Year". The group is of course very proud to have received this award again. This is now the third time in a row.

Novomatic and Austria but no history

The group would like to keep its headquarters in Austria. The company is headquartered in Gumpoldskirchen. So the team is not withdrawing completely from Austria after all. However, Neumann does not want to apply for the small gaming concession in Austria once the current concession has expired. There are also no plans to apply for further casino licenses in Austria.

However, the current concession in Upper Austria will run for a few more years. It is still valid until 2023. Licenses are also still running in other regions such as Burgenland, Lower Austria, Carinthia, and Styria. However, these are exercised by ACE (a subsidiary of Novomatic). According to Neumann, in the future, it will become the case that the main business will really be aimed at outside Austria. Even then, if licensing in the area of online gambling is possible, the main sales market outside of Austria should nevertheless remain.

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Huge markets more lucrative for Novomatic

Compared to other countries, Austria is really only a small sales market. With around 6,000 slot machines, the range of products on offer is very small. In the USA, for example, 1.3 million slot machines are offered. Neumann also sees the Indian market as the most important point in Europe.

In addition to the Indian market, countries such as Spain, India, and the USA are also in focus. It is also conceivable to enter the market of Ukraine. Novomatic has of course compared and weighed in advance and has come to the conclusion that the step into the world market is a good idea from an economic point of view. Now the company is establishing cooperation with Indian casinos online.

Cooperation with the Seminoles in the USA

Novomatic distributes the games very large. However, there will probably be a different setup in the USA when the company becomes active there. The group was able to win over the Seminole tribe, which has a strong presence in the US and runs many casinos. The Hard Rock brand belongs to the Seminole tribe.

Novomatic's subsidiary Greentube will play a significant role. Greentube is expected to conquer the digital market even further. It is planned that the digital area will be expanded significantly. Due to the regulatory situation, Novomatic is still somewhat cautious in this regard and wants to wait and see. If things go as planned, the Indian market will be open for online casinos from 2021. Of course, a company like Novomatic will not let itself be taken away from this.

The online market is generally very interesting, as there are many players who like to play online on their own PC or mobile device. This market is huge and offers a lot of potential for the manufacturers. With online casinos, Novomatic would also enter Austria and the Netherlands.