Novomatic AG has completed its purchase of Vikings Casinos, sealing an agreement first unveiled in January after obtaining green light from French regulators. The transaction hands the Austrian gaming-technology giant an instant network of 11 French properties and roughly 1,000 gaming machines, cementing a commanding foothold in what chief executive Stefan Krenn calls “one of Europe’s most dynamic and demanding markets.” Beyond the Riviera floor space, Novomatic inherits a 300-person workforce and a 26-year brand legacy—assets the group intends to leverage as it pivots from domestic maturity to targeted international expansion. The deal slots neatly alongside ongoing moves to divest non-core units and consolidate majority stakes in high-growth suppliers.

Deal Profile and Closing Conditions

The acquisition was first announced in January and cleared this week after French gaming authorities issued final approvals. Financial terms remain undisclosed, but the stamp of regulatory confidence underscores Novomatic’s track record in compliance and responsible-gaming technology. All daily operations at Vikings Casinos will continue under managing director Romain Foucher, preserving local leadership continuity.

What Novomatic Gains

• Brick-and-mortar scale: **11 casinos housing about 1,000 machines** across metropolitan and Côte d’Azur locations.
• Human capital: More than **300 seasoned employees** versed in French regulatory and consumer nuances.
• Brand equity: Vikings Casinos, founded in 1998, is entrenched in France’s mid-sized gaming tier and enjoys strong regional loyalty.

French Gaming Market: A Strategic Beachhead

France issues only limited casino licences, making inorganic entry the fastest route to scale. **Stefan Krenn calls France “dynamic and demanding,”** signaling both growth potential and regulatory rigor. Novomatic’s previous presence in Europe focused heavily on Central and Eastern jurisdictions; the Vikings deal now balances that footprint westward.

Broader Corporate Realignment

Novomatic is simultaneously pruning and adding assets:

This mix of divestiture and acquisition illustrates a pivot toward markets where Novomatic can pair its technology stack with captive distribution.

Operational Synergies and Next Steps

Integration will focus on:

• Upgrading slot floors with Novomatic’s latest cabinets and game content.
• Embedding cashless and biometric systems already proven in other EU venues.
• Cross-marketing between Vikings loyalty programmes and Admiral online portals once regulatory parameters permit.

Management expects phased capex to avoid operational disruption during peak tourist season along the Riviera.

Investor and Industry Takeaways

• Scale with speed: In licence-scarce jurisdictions, acquisition trumps greenfield builds.
• Portfolio pruning: Selling mature or non-core assets (Atlas) provides capital for high-growth bets (Vikings, Ainsworth).
• Regulatory goodwill: Swift clearance from French authorities signals confidence in Novomatic’s compliance culture—an intangible yet material advantage as European AML standards tighten.

A Calculated Bet on the Hexagon

By absorbing Vikings Casinos, Novomatic secures a coveted platform inside France’s tightly regulated gaming arena while reinforcing its status as Europe’s most geographically diversified supplier-operator hybrid. The deal aligns with a broader strategic narrative: exit slower-growth segments, double down where proprietary technology, brand heft, and regulatory credibility can unlock outsize returns. For rivals and investors, the message is unmistakable—Novomatic’s expansion drive is far from played out.