35 Years of Pioneering and Transformation: NOVOMATIC Romania – Where Innovation, Responsibility, and Vision Converge

The year 2025 marks a significant milestone for NOVOMATIC Romania: 35 years of sustained operations and the careful cultivation of a robust business environment that has evolved in step with the gaming industry. This anniversary is not only measured in years but also in the strategic decisions, milestones, and partnerships that have been strengthened over time.

NOVOMATIC Romania

“ These 35 years tell a story of trust, commitment, and constant adaptation in an ever-changing industry. We aspired to lead—not at any cost, but through innovation, integrity, and responsibility. Our relevance stems from consistency, the courage to anticipate change, and a commitment to building, alongside our partners, a sustainable future for the gaming industry.” – Valentin-Adrian Georgescu, CEO NOVOMATIC Romania.

From Pioneering to Industry Benchmark

From introducing the first gambling equipment to a market just emerging from isolation to establishing a vast network of gambling halls and modern sports betting terminals across the country, NOVOMATIC Romania’s journey is both a timeline of transformation and a testament to how technology, integrity, and strategy can create more than just profit—they build trust, loyalty, and lasting partnerships.

The company has grown organically with the market, developing a diverse portfolio of solutions that blend technology, security, and responsibility. Today, NOVOMATIC Romania operates an extensive range of equipment, gambling halls, and a nationally accessible online platform, supported by six regional centers and dedicated technical teams.

Responsibility as Standard

n an industry often under regulatory scrutiny, NOVOMATIC Romania was among the first to champion responsible gambling long before it became a legal mandate. The company chose to educate, prevent, and invest in player safety out of principle, not compulsion.

Since 2007, NOVOMATIC Romania has actively supported a fair and responsible business environment by firmly combating piracy. This includes the destruction of counterfeit equipment and motherboards, organizing mystery shopping initiatives, and conducting training seminars in collaboration with Romanian authorities. Operators who surrendered counterfeit equipment were offered genuine NOVOMATIC products at preferential rates.

This commitment to ethics also drives sustainability initiatives such as the BUY-BACK program, which facilitates the recycling of outdated equipment and supports operators in transitioning to modern, eco-friendly technologies.

AdmiralBet – A Reimagined Identity for a Unified, Intuitive Experience

The rebranding from TIP & CASH to AdmiralBet began in 2023 with the transformation of company-owned and partner-operated sports betting agencies. That same year, the redesign of ADMIRAL gambling halls was initiated, a process that is still underway. This ambitious repositioning culminated in December 2024 with the launch of the new online platform, AdmiralBet.ro, marking a key milestone in the brand’s evolution. The result: a unified, coherent experience tailored to the modern player. The platform, along with AdmiralBet agencies and gambling halls, now forms a connected ecosystem where technology, design, and content converge in a balanced, intuitive, and secure entertainment environment.

Forging Long-Term Partnerships

A hallmark of NOVOMATIC’s business model is its long-term vision. Partnerships with Loteria Română, prestigious international collaborators such as APEX and Ainsworth, joint initiatives with regulatory bodies, and continuous engagement with local operators all speak to a steadfast commitment to genuine cooperation. In 2022, NOVOMATIC began collaborating with FAZI to introduce the TITAN and OPTIMUM roulette wheels, products praised for their sleek design and market-relevant technical performance. New initiatives such as RENT & WIN and BECOME A NOVOMATIC PARTNER give operators access to cutting-edge equipment, dedicated support, and flexible commercial terms, including transparent, mutually beneficial 50/50 partnership models.

People and Stories that Inspire

This spring’s in-house event, UNLIMITED X-PERIENCE – Growing Up Together, brought together partners, operators, and industry leaders in a space dedicated to idea exchange, personalized consulting, and firsthand experiences with the latest technological innovations.

Ilie Năstase

The presence of tennis legend Ilie Năstase, AdmiralBet brand ambassador since 2022, underscored the event’s core message: performance is achieved through passion, discipline, and a commitment to fair play.

A Legacy of Excellence, A Vision for the Future

For NOVOMATIC, 35 years in Romania represents an unwavering commitment to accountability, high standards, and continuous innovation. Coinciding with this milestone, 2025 also marks the 45th anniversary of the founding of the NOVOMATIC AG Group – an international success story that began in 1980 with Prof. Johann F. Graf and just 12 employees in a wine warehouse. Today, it stands as one of the world’s leading gaming technology providers.

NOVOMATIC Romania remains a powerful example of how, in a complex industry, values like stability, responsibility, and genuine collaboration are the strongest currency.

The future belongs not to those who merely adapt—but to those bold enough to shape it.

In September, NOVOMATIC Romania will host a new and unique in-house event focused on sustainable and responsible partnerships:  UNLIMITED X-PERIENCE – Growing Up Together, Anniversary Edition.