Tipico Group announced that it has officially completed the acquisition of 100% of the shares of Atlas Group, the parent company of Admiral Austria under Novomatic. This transaction, first disclosed in January 2025, has now been approved by the Austrian Federal Competition Authority, marking a significant reshuffle of the Austrian gambling market.
According to the agreement, Tipico and the Admiral brand will continue to operate in parallel in Austria and jointly offer online services. However, as per regulatory requirements, Tipico must divest most of its retail stores in Austria, and the remaining stores will be renamed and integrated into Admiral's existing retail network. This move not only solidifies Admiral's retail advantage in the domestic market but also allows Tipico greater flexibility in digital and online business.
Axel Hefer, CEO of Tipico, stated in the announcement: "We are delighted to have smoothly completed this transaction. Admiral is not only a leading gambling enterprise in Austria but also shows long-term growth potential. This investment is an important milestone in Tipico's expansion strategy and further strengthens our leading position in the German-speaking market."
Stefan Krenn, a member of the Novomatic Executive Board, emphasized that this sale is an important part of the group's internationalization strategy: "Admiral has developed into the market leader in Austria over the past decades. In the future, Novomatic will focus on global growth markets, and we are pleased that Tipico, as a strong and trustworthy partner, will continue the success of Admiral."
It is noteworthy that this acquisition not only represents a shift in Novomatic's strategic focus but also echoes Tipico's recent product innovation. In August this year, Tipico launched the "Tipico Million" predictive betting product, where users can spend 3 euros to correctly predict the results of 7 events and have the chance to win up to one million euros, further highlighting its innovation and competitiveness in the German-speaking region.
Following the completion of this transaction, the Austrian gambling market will face more intense competition, and the dual-brand strategy of Tipico and Admiral also lays the foundation for further expansion in the German-speaking area and even the European market.
