Greentube, the interactive business of NOVOMATIC, has strengthened its position in Italy by acquiring Admiral Sport. 

Greentube – Admiral Sport Deal

Since 2012, NOVOMATIC Italia has run an Admiral Sport betting and online casino website in Italy under the AdmiralYes name. In addition, the business has a retail network in the country that includes over 100 sports betting shops. The acquisition comes only months after Greentube announced its acquisition of seasoned Italian developer Capecod Solutions, and it will allow the company to further grow its reach in this established gambling market through synergies with the land-based sector.

The Group’s interests in the country have been consolidated with the acquisition of NOVOMATIC Italia, with Greentube currently operating all local internet businesses. AdmiralYes will be Greentube’s second B2C brand in the country, following the 2012 launch of the Starvegas site. Italy has long been a significant market for Greentube, and this latest acquisition demonstrates the company’s continued commitment to the country.

According to Markus Buechele, CEO of NOVOMATIC Italia, Admiral Sport is a great company in the Italian market, both web – based and in retail, and the company is pleased with its growth over the years. Admiral Sport is in a great position to accelerate its company development and market share expansion through the umbrella of Greentube, as the internet continues to grow at a breakneck speed.

Greentube’s Chief Commercial Officer, Ronald van den Brink, stated that the company is delighted to have completed its second purchase in Italy in such a short period of time, further bolstering the company’s market position. Admiral Sport is a well-known and respected Italian player, and this acquisition will quadruple our market share, providing them with a stronger base on which to expand our future operations in the nation. Italy was one of largest regulated when it comes to online gambling markets, and they anticipate tremendous growth in the next years. According to the CEO, Italy is “one of the most significant” regulated countries for online gambling, and the company sees “a tremendous opportunity” to expand its business there “over the next few years.” Greentube announced the acquisition of Italian firm Capecod Solutions last November. The acquisition of Capecod, which has been a subsidiary of NOVOMATIC Italia since 2017, expands Greentube’s Italian gaming portfolio while also introducing the company’s first aggregator pole. The integration of Capecod-developed items into Greentube’s offering is intended to help the group expand geographically by diversifying its product portfolio, with a particular emphasis on Italy, Greentube stated at the time. Additionally, it enables Greentube to strengthen NOVOMATIC’s omnichannel approach.

According to the company, Greentube’s omnichannel technology is “at the cutting edge of game innovation” since it combines online, mobile, and land-based gaming. The interactive sector features a varied selection of video slots, table games, AWP reloaded slots, server-based gambling, social casino, and video bingo. Admiral Sport is a concessionaire that manages sports and virtual betting, as well as any other type of iGaming approved by Italian regulators. It is credited with being the first to introduce self-service betting in Italy “for the first time.”

About the Supplier

Greentube Internet Entertainment Solutions GmbH is a market leader in developing and supplying online and mobile gaming solutions. Greentube is a casino site that specializes in Casino Games such as Slots, Table Games, and Video Poker, as well as Bingo and Poker. Novomatic recognized early on the growing importance of the online gambling business. As a result, Astra Games, a Novomatic subsidiary, purchased 100% of Greentube. Astra Games Ltd. and Greentube share a shared philosophy and strive to provide their users with the finest visual and enjoyable casino experience possible. Greentube’s games are unique due to their use of Novomatic technology.