Novomatic expands French footprint with finalized Vikings Casinos group acquisition

Austrian gaming technology giant NOVOMATIC has completed its acquisition of France's Vikings Casinos group. The deal was finalized after an in-depth review by all relevant licensing and regulatory bodies, with NOVOMATIC successfully securing the approval needed for the strategic acquisition.

The purchase is expected to strengthen the gaming group's presence in France, one of Europe’s most important gaming markets. NOVOMATIC also said the deal will support its long-term focus on sustainable growth and international diversification.

Established in Falaise in 1998, the Vikings Casinos group is one of the leading casino operators in France, with over 300 employees. The company currently operates around 1,000 gaming terminals in more than 10 live casinos across the country, including prime locations along the Côte d’Azur.

Stefan Krenn, Executive Board Member of the NOVOMATIC AG, said: “The acquisition of Vikings Casinos is a key part of our efforts to build up NOVOMATIC’s presence on international markets in a targeted manner.

"France is one of the most dynamic and most challenging gaming markets in Europe. By making this investment, we are not only reinforcing our leading position in Europe but also demonstrating our clear commitment to our long-term global expansion strategy."

In a press statement, NOVOMATIC described the French regulatory approval as "a testament to the confidence in the expertise and reliability" of the company, while also opening the door to plans for further developing the French casino business under the umbrella of the major technology group.

The purchase comes after NOVOMATIC confirmed its standing among the biggest companies in its home country last month, as per this year's European Brand Institute's study of Austria’s most valuable and sustainable brands. 

In the 22nd EBI ranking, NOVOMATIC maintained its position as the second most valuable corporate brand in the country for the sixth time in a row, with an increase in brand value of 3.1% to EUR 3.859 billion ($4.49 billion).