Novomatic secures acquisition of Vikings Casinos
In a significant move towards expanding its presence in Europe's gaming market, Austrian gaming technology giant Novomatic has completed the acquisition of French casino operator Vikings Casinos. The deal, approved by all necessary regulatory bodies, was finalised on July 2, 2025 [1][2][3][4][5].
Established in 1998 as a joint venture between Vikings SAS and Jeux C. Casino Consultant, Vikings Casinos operates approximately 1,000 gaming machines across 11 brick-and-mortar locations in France, including prime venues along the Côte d’Azur. The group, now led by Romain Foucher, boasts a workforce of over 300 employees [1][2][3].
This strategic acquisition is a key milestone in Novomatic’s long-term international expansion strategy, particularly aimed at strengthening its presence in one of Europe’s most competitive, regulated, and high-potential gaming markets—France [1][2][3]. Integrating Vikings Casinos into Novomatic’s portfolio gives the Austrian gaming technology group direct access to the French market, enhancing its vertical integration and expanding its European footprint [2][3].
Novomatic executive board member Stefan Krenn has stated that the deal reflects a deliberate shift towards owning and operating more venues in mature markets, reinforcing Novomatic’s leadership position in Europe and underpinning a focused international growth strategy [2][3]. The acquisition is aligned with Novomatic’s broader plan of pursuing sustainable long-term growth and international diversification, while also streamlining its operational focus through divestitures and investments in strategic assets [4].
As of mid-2025, the acquisition is fully integrated from a regulatory and operational standpoint, and Novomatic is positioned to expand and develop the French casino business further under its global umbrella, cementing its commitment to growth in high-potential markets [3][4].
Novomatic's focus on expanding into international growth markets is not new. Earlier this year, the company announced its intention to accelerate its global footprint [6]. This acquisition represents a cornerstone for Novomatic’s goal to become a globally dominant gaming operator by increasing its footprint in European markets with strong growth prospects [1][2][3][4].
### Summary of Long-term Expansion Strategy and Current Status:
| Aspect | Details | |--------|---------| | Acquisition Completed | July 2, 2025, following full regulatory approval | | Target | Vikings Casinos, a well-established French operator with 11+ casinos and ~1,000 terminals | | Strategic Goal | Expand presence in Europe’s key regulated markets, especially France; strengthen vertical integration | | Market Significance | Entry into one of Europe’s toughest and largest gaming markets | | Current Status | Fully integrated acquisition; ongoing development plans for French operations | | Broader Strategy | Focus on international expansion, sustainable growth, portfolio optimization via divestitures and investments |
[1] Novomatic Press Release, July 2, 2025 [2] Reuters, July 2, 2025 [3] Financial Times, July 2, 2025 [4] Wall Street Journal, July 2, 2025 [5] Bloomberg, July 2, 2025 [6] Novomatic Press Release, February 1, 2025
Novomatic, with the acquisition of Vikings Casinos, is now poised to delve deeper into casino-culture and casino-games within France, leveraging the expertise of casino-personalities like Romain Foucher. This significant move marks a strategic step in Novomatic's long-term expansion plan, aiming to reinforce its standing in Europe's competitive casino-and-gambling market.
