Unlocking the key to success: Novomatic’s strategies revealed
Watch the full video interview, conducted live at ICE 2025, here.
ICE debuted its first ever Barcelona show in 2025, having left London after 30 years. What does the team at Novomatic think of this move and how have you benefited from it?
“The relocation to Barcelona marks the beginning of a new, exciting chapter for ICE. From my personal point of view, the relocation to the beautiful city of Barcelona offers us at Novomatic a variety of fresh perspectives and new opportunities to strengthen our role as Europe’s leading gaming technology group.”
ICE marks the first show in the 2025 igaming calendar, with the industry kickstarting Q1 with a bang. What key learnings are you taking from your exponential growth in 2024 to your strategies for this year?
“I think the basis of our success is always our innovative products and our new technologies, which led to an increase in demand for our land-based products, but also for our online solutions during the last year.
“That’s not all, however. Our ongoing investment in research and development has been key to our success, and we invested, for example, more than €300 million in the last three years in R&D.”
With this in mind, how do you plan to replicate this success in 2025 and reach even greater heights in delivering exactly what the igaming community needs and wants?
“A clear goal is to continue our international growth and follow our expansion strategy. On the one hand, we want to grow organically with our more than 300 subsidiaries in the existing markets. And on the other hand, we aim to grow inorganically through merchant acquisitions transactions.
“To give you a very recent example, at the beginning of this year, we signed an agreement for the purchase of one of the French leading casino groups, the Viking casinos. The Viking casinos operate in more than 10 live game casinos throughout France, and we have a lot of more concepts in the pipeline. But that’s all I can reveal for now, I will tell you more when the time has come. The year has just begun!”