ADMIRAL Austria comes under Tipico’s control
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12 Sep 2025 •
Reading time: 2 minutes On 9 September 2025, Tipico Group finalised the acquisition of ATLAS Group GmbH, the parent company of ADMIRAL Austria, from NOVOMATIC AG. This acquisition, which was formalised in a transaction that was widely commented on in the gaming industry, marks a strategic turning point for both companies, each of which is now following a clear but different path.
A merger that respects the brands and continues their online offerings
Tipico will not be removing the ADMIRAL name. Contrary to what some feared, both brands will continue to operate on the Austrian market via online offerings. However, the agreement does require changes to the physical network of shops.
The Austrian Federal Competition Authority has demanded the sale of a significant number of Tipico shops. Many of the remaining shops will be integrated into ADMIRAL’s existing network and will operate under the ADMIRAL brand.
Axel Hefer, CEO of Tipico Group, expressed his great satisfaction:
“We are delighted with the successful conclusion of this transaction. ADMIRAL is a leading Austrian company with a solid reputation and clear growth potential. Both companies are synonymous with cutting-edge technology, innovative products and a strong focus on player protection. Our future collaboration is very good news for our customers.”
NOVOMATIC refocuses on international expansion
On the seller side, NOVOMATIC AG sees this sale as a decisive step in its global strategy. Stefan Krenn, member of the NOVOMATIC Executive Board, said:
“The conclusion of this transaction marks an important step in our global expansion strategy, which is clearly focused on growing international markets. ADMIRAL has established itself as an undisputed market leader over the past decades, and we thank all ADMIRAL employees for their unwavering commitment. We are delighted to have found a strong and reliable technology partner in Tipico, which will successfully continue the company’s activities in Austria.”
Challenges for players and authorities
Player protection is explicitly mentioned in Tipico’s statements, which present it as a priority. According to Hefer, this includes the use of modern technologies and the provision of reliable products. The authorities, for their part, ensure that the market remains fair and competitive, hence the conditions imposed on shops.Tipico’s acquisition of ADMIRAL Austria is a major milestone in the Austrian online gaming landscape. It illustrates how two giants can merge certain elements while retaining their identity in a highly regulated environment. For Tipico, this is an important step in its growth strategy targeting German-speaking markets. For NOVOMATIC, it is a repositioning towards international opportunities. The coming months will be decisive in measuring the concrete impact of this acquisition, both for players and for the sector itself.