Novomatic

The Land-Based Giant

Founded in 1980 in Gumpoldskirchen, Austria, Novomatic is the largest slots manufacturer in continental Europe by physical machine count — over 50,000 units in casinos, arcades, and betting shops across 50+ countries. The company operates across the full gambling value chain: machine manufacturing, casino operations (Admiral brand), and digital content production. For most European players, particularly in Germany, Austria, and Eastern Europe, their first slot experience was a Novomatic machine.

Book of Ra, launched in 2005, became the defining European slot title of its era — a five-reel Egyptian explorer game with an expanding symbol mechanic in its free spins that directly influenced the template for every Book slot that followed, including Play’n GO’s Book of Dead. The franchise has spawned over a dozen variants, sequels, and licenced versions, demonstrating a rare ability to create a sustainable IP around a single mechanical concept.

Digital via Greentube

Novomatic’s online presence is managed primarily through Greentube, its Vienna-based digital subsidiary. The digital catalogue is a port-first operation — physical machine titles converted to online play — which explains both the strength of the theme recognition (players familiar with the physical machines seek the digital versions) and the lower RTP configuration (land-based economics are built around lower return rates than online-native competition demands).