With locations in more than 50 countries around the globe, 30,000+ employees and the export of high-tech gaming equipment to more than 70 countries the Novomatic Group has established itself as one of the most prominent providers in the gambling sector.
The reasons for Novomatic’s global success is explained by their bifold strategy:
“As a producer of high-tech gaming equipment and operator of electronic casinos, regular casinos and sports betting outlets, as well as a technology and service partner in the lottery segment, Novomatic is a one-stop solution provider covering the entire spectrum of gaming”
In terms of their online presence, if you were to play at any of the top Novomatic casinos you’d have plenty of online slots and table games to choose from. However, what’s worth mentioning is that whilst Novomatic’s proprietary portfolio can be enjoyed online, it’s the land-based casino sector in which they thrive.
It’s, in fact, Greentube Internet Entertainment Solutions GmbH, a subsidiary of the Novomatic Group, that is primarily responsible for the development and launch of most of Novomatic’s online casino games.
Therefore, regardless of whether you prefer to play at a land-based casino or an online casino either the Novomatic or Greentube brand are something we suggest that you keep an eye out for.
The history of Novomatic is one that spans back to 1980 when Professor Johann F. Graf first founded the company, making it one of the longest-serving providers in the annals of the gambling industry.
The very same year, the production of the first ADMIRAL Gaming Machines began, helping the company to quickly expand into Europe. In 1988 Novomatic expanded even further by entering the Republic of South Africa and in 5 short years they had engagements in more than 30 countries worldwide.
Up until the turn of the millennium, Novomatic were establishing their presence via the foundation of multiple subsidiaries, in addition to acquiring several licences in the USA, Canada and South Africa. The year 2000 ushered in the foundation of ADMIRAL Casinos & Entertainment AG (ACE) in Switzerland, along with another license for the country of Peru.
Only a year later, Novomatic broke ground within Great Britain by obtaining a Seller, Supplier and Maintenance license. 2001 also saw the products of the Novomatic Group represented in the majority of European casinos and in numerous overseas casinos.
Sizzling Hot and Lady Luck’s Charm are two of the company’s most successful games and it was in 2003 that they first launched – still, nearly 20 years later they are amongst the most widely-enjoyed games to have ever been released.
2005 was a record year for Novomatic as the annual turnover of the company exceeded the landmark of 1 billion Euros.
2010 was a key moment for the Novomatic Group as they entered the online market due to the acquisition of the Greentube Group – who were to become Novomatic’s primary source of online slot releases.
Over the next decade, the expansion of Novomatic continued at a blistering pace as they entered multiple markets including: Malta, Spain, Israel, Illinois, Costa Rica, Honduras, Guatemala, Lichtenstein and Moldova.
On a less serious note, in 2019 David Hasselhoff became the ADMIRAL brand ambassador in Austria – and if the 80s mega icon throws his weight behind a product, you stand up and take note, as you ‘don’t hassle the Hoff’!
That brings us up to date and to 2020. Novomatic has enjoyed four decades of success up to this point and now celebrates their 40th anniversary. As for what the future will bring, we couldn’t definitively say. But, we imagine that this powerhouse of a provider will continue to thrive in their chosen field and drive the industry forward as they have done since their genesis in 1980.
A Timeline Of Novomatic
ADMIRAL Sportwetten GmbH relocates to new headquarters at Novomatic Street 1 in Gumpoldskirchen
Novomatic Facts and Figures
Novomatic have more than 30,000 employees, worldwide.
Just like any company, irrespective of which sector they work in, growth is determined by multiple factors: a top-quality product, the number of talented employees who are dedicated to their role and the company’s presence around the world.
Starting out in 1980, Novomatic began with nowhere near the number of employees who now deliver top quality products on a global scale. Currently standing at 30,000+ employees strong, this provider has shown that with the right idea and the required numbers working behind the scenes that perhaps not even the sky’s the limit.
Novomatic are responsible for over 250,000 gaming terminals in 2,100 gaming locations, worldwide.
Similar to how having enough manpower to develop their range of products is imperative, what is also of great importance is that said products are available to as many customers as possible.
By placing over a quarter of a million gaming machines in thousands of locations around the world, Novomatic are ensuring that their products not only have an expansive market reach but are also accessible to as many customers as possible.
Novomatic has over 300 international subsidiaries.
The Novomatic Group consists of so many individual subsidiaries that if we were to list them all we’d be here for as long as the company has already been around.
Therefore, below, you’ll find an excerpt from the entire list mentioning some of the more prominent subsidiaries, which are responsible for a number of products you may already be acquainted with.
- ADMIRAL Casinos & Entertainment AG
- Greentube Internet Entertainment Solutions GmbH
- LÖWEN ENTERTAINMENT GmbH
- Ainsworth Game Technology Ltd.
- NOVOMATIC UK Ltd.
- NOVOMATIC Gaming Spain S.A.
- NOVOMATIC Italia S.p.A
In Which Countries Do Novomatic Operate?
The success of any company is not only determined by its range of products, but also by setting up operations on an international scale.
Like many other providers in the industry, Novomatic has ensured as wide a market reach as possible by navigating both the regulations and the various attitudes towards gambling in a great number of countries, worldwide, during their 40 years of activity.
As such, below you’ll find the extensive list detailing in which countries Novomatic currently operates.
- Bosnia and Herzegovina
- Great Britain
- South Africa
- The Netherlands
With 40 years of experience behind them, Novomatic has become a name synonymous with some of the most impressive casino games to grace the industry. Initially, the company’s primary focus was set upon developing physical slot games for land-based casinos, which can now be enjoyed all over the world.
However, it’s not only land-based slots that Novomatic are so well known for. Although over 370 slot games are accredited to this leading provider, a range of table games, certain skill-based games and various linked jackpot and standalone progressive jackpot titles are also available to play.
As you’d expect of such an industry stalwart, the reason for the company’s longevity is down to the success that the majority of these releases have enjoyed. However, past success is one thing, but in order to retain their position as one of the leading casino game providers, Novomatic has had to consistently deliver top quality products.
This is something they’ve managed to achieve on a regular basis and if you’ve ever played slots at a land-based casino, or dabbled online, you’ll most likely have already heard of many of their games. If not, then some of the most popular titles include:
- Lady Luck’s Charm
- Sizzling Hot
- Book of Ra
- Pharaoh’s Tomb
- Dolphin’s Pearl
- Reel King
One thing you’ll notice is these slot games all have very similar builds and game functions. Although there are varying themes, Novomatic tend to stick to a formula that they know works well.
Whilst many providers have opted to develop modern slots that come with extremely innovative bonuses and thousands of ways to win, this particular company, more often than not, utilises fixed pay lines and Free Spin features across their portfolio of casino games – more of a classic approach if you will.
However, what’s worth pointing out is that Novomatic has a number of subsidiaries whose specialities lie in various sectors of the gambling industry. Take Greentube for example, as the Novomatic Interactive division their product range includes various classic slots, video bingo games, video poker games, table games and server-based gaming aimed at the online and mobile casino markets.
Therefore, not only can you enjoy all of the titles as part of Novomatic’s proprietary portfolio, but also those released by Greentube and many other subsidiaries.
Novomatic Video Slots
Online video slots tend to be the flagship product of many of the top casino game providers. Not only is this because of their popularity amongst players, but also due to the fact companies can experiment with a wide range of different ideas to deliver a wholly unique experience.
Obviously, not every release is guaranteed to be a huge success, but in Novomatic’s case many of them have been. The simple reason for this is because Novomatic takes pride in what they do and ensure that the highest of standards are met during every stage of development.
Whilst you’re able to play many of Novomatic’s classic hits at most online casinos, such as Sizzling Hot, Book of Ra and Lady Luck’s Charm, the majority of their catalogue is much more accessible at land-based casinos.
However, this doesn’t mean their online presence, in terms of slots, isn’t comparable to other industry giants like NetEnt and Microgaming. What you’ll find is that Greentube is predominantly responsible for this area and as such have launched over 350 online slots that you can take out for a few spins.
Irrespective of which of these you choose to play, Greentube/Novomatic have incorporated the key elements for online slot enjoyment into each and every release – engaging gameplay, plenty of special features and great payout potential. Therefore, if you prefer to play modern online slots, as opposed to the more classical offerings, you’ll have a wide range of games to choose from.
Below, we’ve listed a number of the most popular Greentube online slots, which we think would be a great place to start:
- Wizard of Odds
- Romeo & Juliet: Sealed with a Kiss
- Sherwood Showdown
- Tidal Riches
- Cops ‘n’ Robbers Vegas Vacation
Novomatic Live Casino
In 2014 Extreme Live Gaming Ltd. was established as part of the Novomatic Group, focussing on the launch of many top tier Live Casino titles. However, in 2019, Pragmatic Play completed the acquisition of Extreme Live Gaming, meaning that the Live Casino specialist was no longer part of the Novomatic Group.
As a result, Novomatic no longer provides Live Casino Games. Perhaps in the not too distant future we’ll see the company re-enter this particular market, but for now you’ll have to look to other providers, including NetEnt and Evolution Gaming if you want to experience the unmistakable atmosphere of Live Dealer games.
Upcoming Novomatic Games
In order to remain at the forefront of the industry and to retain their position as a leading casino game provider, Novomatic understands that the continuous development of their portfolio is of the utmost importance.
As you’d imagine, initial success is important to a brand’s growth, but the consistent delivery of top quality products is imperative to future prosperity. The fact that Novomatic has been involved in the gambling industry for 40 years is proof that this provider has repeatedly adapted to the demands of an ever-changing industry.
So, what’s in store for the future and what can we expect to see released?
Well, it appears as though specific information regarding Novomatic’s release schedule is tightly guarded under lock and key. However, we can hazard a guess about what’s on the horizon.
The expansion of their online slot presence, via Greentube and perhaps other subsidiaries, is likely to be a key goal. So, we imagine to see a number of intriguing online slots being launched on a regular basis and as soon as we have any definitive details regarding what they are we’ll feature it here.
Therefore, if you want to keep up to date, be sure to regularly check this page.
Novomatic Casino Platform
Novomatic utilise multiple platforms to host their expansive range of casino games, as outlined below.
NovoLine: The NOVO LINE system comprises all aspects of modern server-based gaming. Novomatic have released a number of their most well-renowned slots on this platform, including Sizzling Hot Deluxe and Book of Ra Deluxe, along with a range of table games for you to play.
Coolfire: In Novomatic’s own words: “Coolfire games combine innovative gaming concepts with outstanding gameplay and leading-edge technology”. The game categories that the Coolfire II covers are intended to meet all player’s preferences, whilst providing user-friendly navigation tools.
Impera-Line HD: The Impera-Line HD is the latest addition to the Novomatic platform family. The titles released on this platform provide “exciting gaming thrills and winning varieties of video slot entertainment” via a game selection menu with easy usability, ensuring that each guest finds their preferred games as quickly as possible.
Novomatic Mobile Casino
Although Novomatic’s roots are based within the land-based casino field, many of their games are available to be played across multiple devices. Whether you have an Android, iOS or Windows smartphone or tablet, you’ll be able to enjoy your favourite Novomatic casino games on the go as they’ve been developed using HTML5 technology.
There’s absolutely no need for any downloads, simply navigate to your chosen mobile casino, using a mobile browser, and start spinning away.
Novomatic Campaigns And Tournaments
On occasion, you may come across certain slot tournaments at your chosen online casino. These are a great way to play your favourite games, whilst standing a chance to win additional prizes, which could include: free spins, cash bonuses, and even exclusive real-life rewards.
Sometimes, providers themselves develop a suite of promotional tools for their partnered operators to use on a range of preselected games. However, you may also find the online casinos themselves choose to run their own slot tournaments using various casino game developer’s games.
As Novomatic’s portfolio is still in the process of being fully adapted to the online arena, unfortunately, you’re unlikely to find many Novomatic tournaments to opt in to.
That being said, if you choose to play at land-based casinos, you can experience Novomatic Reel Tournaments. Operators can provide their guests with live tournaments in real-time on an unlimited number of Super-V+ Gaminator machines. So, if you choose to play you’ll be able to enjoy:
- Live competition for a great variety of games, selectable by the operator
- Single session and multi-session tournaments
- Exciting audiovisuals
- Additional promotional opportunities for specific banks of machines
- The thrilling atmosphere of live competition
Each Reel Tournament offers a choice of two tournament modes:
Win Mode: Prior to the tournament, all participants’ credits are set to zero. The winner is the participant who achieves the highest total win at the end of the tournament’s duration. This mode allows continuous play until the timer expires.
Credit Mode: All participants start with the same preset credit balance. The winner is the participant with the highest credit meter at the end of the tournament’s duration. If any participant’s credit meter reaches zero, they can no longer play new games.
To celebrate innovation within the industry, outstanding product launches and a whole host of other categories a number of award ceremonies are held each year.
Whilst these are not solely the determining factor in a provider’s overall success, they do serve to enhance the awareness of a particular brand, thus aiding its growth.
As you’d expect, Novomatic has received a number of awards since their inception due to their expertise within the gambling industry. But what is perhaps their standout achievement is that the company has been named as the Casino Supplier of the Year at the Global Gaming Awards for three consecutive years.
In addition to this, you’ll find all of Novomatic’s other awards listed in the table below.
|2008||AWO||Austrian Export Trade Award – Winner|
|2015||Leitbetriebe Austria||Leading Austrian Company – Certification|
|2017||The Austrian Network for Workplace Health Promotion||Seal of Quality|
|2018||Global Gaming Awards||Casino Supplier of the Year – Winner|
|Best Recruiters Study in German-speaking countries||Gold Best Recruiters Seal of Quality|
|2019||Global Gaming Awards||Casino Supplier of the Year – Winner|
|Best Recruiters Study in German-speaking countries||Silver Best Recruiters Seal of Quality|
|Leading Employers in Austria||Leading Employer Austria 2019 – Winner|
|Balkan Entertainment and Gaming (BEGE) Expo||Game Content – Winner|
|Balkan Entertainment and Gaming (BEGE) Expo||Long Term Sponsor Over Past Events – Honorary Award|
|2020||Global Gaming Awards||Casino Supplier of the Year – Winner|
For a casino game provider, such as Novomatic, to legally operate in multiple jurisdictions around the world certain licences must be acquired. These allow the company to enter regulated markets, but not before certain requirements are first met.
With varying attitudes towards gambling and separate regulations set down by each respective regulatory body, Novomatic has committed to adhere to these stipulations in multiple jurisdictions to ensure as wide a market reach as possible.
The more licenses that a provider obtains, the better and as you’d expect of a company that’s been active within the industry for 40 years Novomatic has acquired a large array of these.
Whilst specific information regarding each and every license they hold isn’t readily available, below you’ll find a list of those we could find.
List Of Novomatic Licenses
UK Gambling Commission (UKGC)
La Dirección General de Ordernación del Juego (DGOJ)
Malta Gaming Authority (MGA)
New Jersey Division of Gaming Enforcement (DGE)
Gaming Control Authority
Oficiul National pentru Jocuri de Noroc (ONJN)
Games of Chance Administration (GCA)
Spelinspektionen (Sweden Gambling Authority)
Lotteries and Gambling Supervisory Inspection
Agenzia delle dogane e dei Monopoli (Customs and Monopoly Agency)
Dutch Gambling Authority (DGA)
Gibraltar Gaming Commissioner (GGC)
BaFin (Federal Financial Supervisory Authority)
Autorité de régulation des jeux en ligne (ARJEL)
Maksu- ja Tolliamet (Tax and Customs Board)
Spillemyndigheden (Danish Gambling Authority)
Belgium Gaming Commision (Kansspelcommissie)
Alderney Gambling Control Commission (AGCC)
There we have it, our full Novomatic review has reached its ending and now all that remains is to add our thoughts, regarding this provider, to the mix.
So, what’s our GambleXpert conclusion?
Well, considering the company has been around for 40 years and still to this day remains one of the leading providers in the gambling industry is testament to both their expertise and their ability to adapt to a constantly evolving market.
Their vast presence within the global land-based market goes without saying, but it must be said that their online exposure isn’t as evident as some of the other leading game providers – but this is where Greentube comes in.
Whilst Novomatic has adapted most of their catalogue for multi-platform play, it’s with Greentube that their internet expansion truly began and will continue to flourish.
The games that this subsidiary has released embody more of a modern approach to online slot gameplay. With multiple exciting features, free spins, bonus rounds and high payout potential, these are the games that should appeal to the contemporary iGamer and we wholeheartedly recommend you try them out.
However, It’s not just online slots at your disposal. With a range of table games, jackpot games, and sports betting outlets under Novomatic’s purview, you’ll have an extensive choice when it comes to trying out this provider’s products.
As the company states: “Novomatic is a one-stop solution provider covering the entire spectrum of gaming” – it’s hard to argue with that.
It appears that Novomatic have been making all of the right decisions thus far and it’s hard to see any deviation from this.
Ultimately, in the grand scheme of things, Novomatic have already made their name and our opinion isn’t really going to mean all that much. But, it’s fair to say that they’ve done wonders within the industry and have delivered the highest quality products since their inception. We genuinely believe they fully deserve their success and all that goes with it.
We’ll definitely be keeping an eye on them to see what the future has in store!