NOVOMATIC 45 YEAR ANNIVERSARY
A historical moment came in 1989 with the fall of the Iron Curtain. NOVOMATIC seized the opportunity and was among the first Austrian firms to expand into Eastern Europe, and followed Graf’s guiding principle, NOVOMATIC’s market would be global.
THE 1990S: PIONEERING LIVE GAMING
NOVOMATIC continued its determined expansion, exporting casino equipment globally. A major milestone came in 1990 with the launch of ‘American Poker II’, a game that has become a legend in the industry. Another significant technological breakthrough came in 1997 with the development and launch of Coolfire™ gaming hardware and the revolutionary Novo TouchBet® Live-Roulette. Johann F. Graf became the first to merge live gaming excitement with cutting-edge technology. This innovation transformed the market, it allowed up to 250 players to join a single Live-Roulette game via individual terminals. Austrian-made electronic multiplayer systems quickly rose to global market leadership.
A NEW MILLENNIUM: A GLOBAL POWERHOUSE
As the new millennium dawned, NOVOMATIC emerged as Europe’s largest integrated gaming group and a global leader. Expanding into online content for
regulated markets, the company established its third business segment and, in its 30th anniversary year (2010), achieved a record € 2.5 billion turnover with a workforce exceeding 17,000 employees worldwide. By 2010, NOVOMATIC had solidified its presence across the entire gaming market spectrum—developing, manufacturing, and distributing high-tech gaming equipment and system solutions in 60+ countries. As an operator, it managed 140,000+ gaming machines across 850+ venues in 30+ countries through direct operations and rental models.
Key milestones in NOVOMATIC’s third decade include the 2000 launch of software development arm Advanced Technology Systems International (ATSI) in partnership with the University of Krakow. The group expanded globally with key acquisitions: NSM-LÖWEN Entertainment (Germany) in 2003, Astra Games (UK) in 2004, and Crown
Technologies (Germany) in 2007, cementing its leadership in the German market. In 2007, NOVOMATIC began construction of its new headquarters in Gumpoldskirchen, completed in 2009 to support growth, an expanded workforce, and streamlined production. Innovation and R&D were strengthened through seven global competence centres.
During this period, NOVOMATIC embraced the shift to server-based gaming, launching the NOVO LINE Novo Unity™ II multiplayer platform and a new VLT platform, enabling operators to manage game offerings across multiple locations via a central server.
In South America a partnership with Sun International, set new standards in Chile with the launch of the Monticello Grand Casino & Entertainment World, Latin America’s largest resort casino. The grand opening in 2009 featured a joint live performance by Marc Anthony and Jennifer Lopez.
2010–2020: EXPANSION AND DIGITAL INNOVATION
During the decade, NOVOMATIC expanded globally through strategic growth and acquisitions, this was supported by an issuing of corporate bonds that boosted financial flexibility. A balanced 360-degree gaming portfolio was now possible and included further entry into regulated markets.
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