Global gambling giant Novomatic increasing its footprint by acquiring Viking Casinos in France.
🎲 Novomatic Firmly Steps into the French Gaming Market
Austrian gaming conglomerate, Novomatic, is set to broaden its global reach with the purchase of French casino operator Viking Casinos SAS for an undisclosed sum. This strategic move paves the way for Novomatic to add 11 land-based casinos to its existing portfolio, subject to regulatory approvals.
Viking Casinos: Building a Domestic Gaming Empire
With roots dating back to 1998, Viking Casinos has climbed its way up to be one of France's leading land-based casino operators. The domestic sector, however, has faced recent turmoil, as some lawmakers champion the cause for online casino legalization. This potential shift threatens to make a significant dent in the earnings of land-based casinos, potentially leading to closures.
Expanding Horizons: Novomatic Eyeing the French Market
In light of the planned acquisition, Stefan Krenn, Executive Board Member at Novomatic AG, noted that this move represents "the foundation for further sustainable growth in France." Viking Casinos SAS CEO, Luc Le Borgne, echoed this sentiment, expressing optimism that the company would reap benefits from Novomatic's resources and expertise, ensuring increased efficiency.
Novomatic: A Global Leader in Gaming
Already a heavyweight in the international gaming industry, Novomatic boasts an extensive portfolio of properties across the world, managing over 2,000 facilities in approximately 50 countries. Apart from being a top player in the land-based sector, the Austria-based company also manufactures slot machines, and other gambling-related technology.
Online Casino Landscape in France: A Changing Tide
It's worth mentioning that online casino gaming remains illegal in France as of now. Despite the legalization of online sports betting, poker, and lottery operations, the French government has adopted a guarded approach towards online casinos due to concerns over addiction and public health issues. In fact, using unauthorized platforms is relatively common despite the lack of specific legislation.
While discussions surrounding online casino legalization are ongoing, numerous obstacles persist, including a packed legislative agenda and the need for extensive reforms. The government is exercising caution, and reaching a political consensus is proving difficult due to opposition from certain groups. The realistic expectation is a partial opening by 2026-2027 following the next presidential elections.
The potential legalization of online casino games could significantly impact land-based casinos in various ways: increased competition, potential market expansion, and stricter regulatory controls. However, it may also offer benefits like increased visibility and synergies with online platforms.
A New Era for Novomatic and Viking Casinos
With the shifting landscape of the European gaming market and the potential legalization of online casinos in France, any acquisition strategy would need to consider these evolving regulations. The Novomatic-Viking Casinos deal could strengthen Novomatic's market position, facilitate strategic growth, and diversify its portfolio if online gaming becomes legal in France.
- The acquisition of Viking Casinos SAS by Novomatic, a leading player in the global gaming industry, signifies a strategic move to expand into the French casino-and-gambling market.
- Novomatic's entry into France could influence gambling-trends, as they bring expertise and resources that may increase efficiency in Viking Casinos' operations.
- As casino-culture in France undergoes transformation with the potential legalization of online casinos, the Novomatic-Viking Casinos deal could provide a competitive edge and facilitate strategic growth in the expanding digital gambling sector.
- The growth of casino-personalities like Stefan Krenn and Luc Le Borgne could extend beyond the traditional casino-business, as they navigate the challenges and opportunities presented by the convergence of land-based and online casino-games in France.
