NOVOMATIC AG, a global leader in gaming technology, has agreed to sell its 100% stake in ATLAS Group GmbH, the parent company of Admiral Austria, to Tipico Group. The deal, which remains subject to regulatory approvals, is set to mark a significant turning point for both companies, enabling each to concentrate on its strategic priorities.

For Tipico, the acquisition signals an important step in its expansion within the German-speaking region, particularly in Austria. Admiral Austria, known for its sports betting and gaming offerings through over 200 branches and an online platform, will further solidify Tipico’s position as a market leader in the region.

“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 in a press release. “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.”

Shifting Focus to Global Markets

The decision to sell Admiral aligns with Novomatic’s plans to prioritize its international growth strategy. The company operates in over 50 countries and exports gaming solutions to more than 120 nations, including systems for casinos and state lotteries. By divesting its Austrian operations, Novomatic aims to focus on untapped global markets and its recent push into the United States.

“We have decided to sell the Admiral Group in Austria in order to focus on international growth markets and drive further global expansion,” said Stefan Krenn, a member of Novomatic’s executive board. He further expressed confidence in Tipico as a fitting partner to sustain Admiral’s success in Austria.

Novomatic has been making strategic moves to enhance its international reach, including leadership changes to support growth initiatives. This transaction reflects a deliberate shift in priorities for the gaming technology giant.

Strategic Implications for Tipico

Founded in Malta in 2004, Tipico has long been a dominant player in the German sports betting market, supported by innovative technology and a commitment to consumer protection. With a workforce of over 7,000 employees and a retail network spanning 1,000 betting shops across Germany and Austria, the acquisition of Admiral Austria reinforces its strategic ambitions.

Admiral Austria brings value to Tipico’s portfolio not only through its robust retail presence but also by supplying gaming terminals for Austria’s state lottery. The acquisition complements Tipico’s mission of strengthening its footprint in the highly competitive German-speaking region.

While financial terms of the deal were not disclosed, the acquisition follows Tipico’s recent sale of its U.S. sportsbook and online casino platform to MGM Resorts. This shift in focus underscores its commitment to dominance in its home markets rather than pursuing international markets where challenges have arisen.