Green light for growth: Novomatic acquires Vikings Casinos
Austrian gambling technology giant Novomatic has completed the acquisition of French casino group Vikings Casinos, strengthening its position in one of Europe’s most tightly regulated gaming markets. The deal, approved by French authorities, is part of Novomatic’s broader strategy to boost international growth and expand its footprint in mature European markets.
The acquisition will allow Novomatic to integrate Vikings Casinos’ operations, which include more than 10 live casinos, over 1,000 gaming terminals, and a workforce of more than 300 employees. Many of these venues are located in high-traffic regions such as the Côte d’Azur.
“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,” said Stefan Krenn, Executive Board Member of Novomatic AG.
A strategic fit in a changing market
Established in Falaise in 1998, Vikings Casinos is among the leading casino operators in France. The acquisition gives Novomatic a direct presence in a market that has been evolving rapidly in recent months.
In October 2024, France revealed plans to legalise online casino gaming, though with a proposed tax rate of 55.6%. Earlier in April, the French regulator Autorité Nationale des Jeux (ANJ) released new guidelines to combat excessive gambling, after reporting around 1.2 million problem gamblers in the country.
Despite regulatory challenges, the French market remains highly lucrative. According to the ANJ’s 2024 report, total gaming revenue in France reached €14 billion, up 4.7% from the previous year. Of that, €2.6 billion came from online gaming, with online sports betting growing by 19%.
Collaboration for future growth
Novomatic sees this acquisition as a chance to expand not only its geographical reach but also its vertical integration within the casino sector. The company, which already operates around 2,100 casinos and gaming halls globally and supplies systems and equipment in over 130 regulated markets, expects to apply its expertise to enhance the Vikings Casinos brand.
“We are confident that the integration into such an experienced and successful company as Novomatic will enable us to work even more efficiently and benefit from the resources and expertise of the new owner,” said Luc Le Borgne, CEO of Vikings Casinos.
Industry analysts suggest this acquisition could spark further consolidation in the French casino sector. The approval of the deal also signals confidence in Novomatic’s reputation as a reliable operator across regulated markets.
The company says the acquisition of Vikings Casinos aligns with its long-term goal of sustainable growth and international diversification, particularly in key European jurisdictions.
