NOVOMATIC Secures French Foothold with Vikings Casinos Acquisition

Austrian gambling technology giant NOVOMATIC has finalized the acquisition of Vikings Casinos, a long-established French casino operator with a strong footprint across the country. The deal, which cleared all regulatory and licensing requirements in France, grants NOVOMATIC direct access to one of Europe’s most highly regulated gambling markets and opens up significant strategic opportunities.

The Partnership Will Be Mutually Beneficial

Vikings Casinos, founded in 1998, has over ten physical locations across France, including high-traffic areas such as the Côte d’Azur. The group operates around 1,000 gaming terminals and employs more than 300 people. With this acquisition, NOVOMATIC adds a robust French operation to its expanding European portfolio, positioning itself for sustained growth.

NOVOMATIC executive board member Stefan Krenn noted that this newest acquisition was a substantial milestone in the company’s broader international expansion strategy. The deal reflects a deliberate shift toward owning and operating more venues in mature markets. Furthermore, adding Vikings Casinos to the NOVOMATIC portfolio should strengthen NOVOMATIC’s vertical integration, adding a team with stellar gaming experience.

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.

Stefan Krenn, NOVOMATIC AG. executive board member

NOVOMATIC already runs over 2,000 casinos and gaming halls globally, while also supplying gaming systems and terminals to hundreds of operators in more than 130 regulated markets. This diverse approach ensures the company remains highly adaptable to shifting industry dynamics, helping it retain its leadership position despite rising competition.

NOVOMATIC Will Pursue More Growth Opportunities

The introduction of NOVOMATIC’s operating know-how, technology, and capital could position Vikings Casinos to renovate its land-based venues or even build new locations under the aegis of the Austrian group. Vikings Casinos CEO Luc Le Borgne embraced the transition, noting that collaborating with such an industry giant could open up new growth avenues.

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.

Luc Le Borgne, Vikings Casinos CEO

Industry experts note that this deal could herald further consolidation of the French land-based market, which remains highly regulated and competitive. The approval of the acquisition by the French gambling authority also underlines NOVOMATIC’s status as a trusted operator in Europe’s regulated markets, a critical advantage in an increasingly uncertain global operating environment.

As NOVOMATIC grows its European footprint, the group is positioned to play a greater role in shaping the future of regulated gaming across the continent. However, its ambitions extend further, with recent initiatives in Asia and the UAE demonstrating how a deep understanding of regional markets is imperative for lasting success.