Tipico Group has finalised the acquisition of ATLAS Group GmbH, the parent company of Admiral Austria, reshaping the country’s betting landscape and consolidating its position across German-speaking markets.

The transaction sees Novomatic AG step away from its Austrian sportsbook operations to prioritise international expansion, while Tipico assumes control of a longstanding local brand.

Both Tipico and Admiral will remain active in Austria’s online market. However, as a condition of approval by the Austrian Federal Competition Authority, Tipico must divest a significant share of its betting shops. 

The outlets it retains will transition into the Admiral network, creating a streamlined retail presence under one name.

Strategic priorities for Tipico and Novomatic

Tipico Group CEO, Axel Hefer, commented on the deal’s completion, describing Admiral as “a leading Austrian company with a strong legacy, and clear potential for future growth”. 

Hefer added: “Both companies are synonymous with state-of-the-art technology, innovative products and a high focus on player protection. Our future collaboration is very good news for our customers. This investment marks an important step in Tipico’s growth strategy and underscores our leading role in the German-speaking markets.”

Novomatic, meanwhile, has framed the move as a chance to concentrate on overseas opportunities. 

Executive Board Member, Stefan Krenn, said: “The completion of this transaction marks an important step in our global expansion strategy with a clear focus on international growth markets. Admiral has developed into an established market leader over the past decades, and we thank all Admiral employees for their great commitment. 

“We are pleased to have found a strong and reliable technology partner in Tipico, who will successfully continue the company’s operations in Austria.“

Responsible gambling commitment

The agreement follows the publication of Tipico’s 2024 Environmental, Social and Governance (ESG) report in July 2025, which placed problem gambling and player protection at the core of its sustainability agenda. 

The operator reported that turnover linked to potentially problematic gambling behaviour stayed below 1.5% for the full year, a figure that includes activity from customers who later self-excluded or were excluded before interventions were applied.

Tipico said the figure demonstrates the effectiveness of its early detection systems, describing player protection as a “central focus” in its broader strategy. 

Hefer added: “This ESG report reflects our commitment to long-term value creation for all stakeholders, and it shows that growth and responsibility go hand in hand at Tipico. We are very proud of the progress we’ve made in 2024 – the year of the UEFA Euro.”

The acquisition of Admiral places Tipico in a stronger position within Austria while Novomatic reorients its portfolio toward international growth. 

The transaction marks one of the most significant restructurings of Austria’s betting sector in recent years, adding competitive pressure in a market where brand recognition and responsible play remain key battlegrounds.

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