Greentube, the interactive division of the NOVOMATIC Group, consolidates its position on the Italian market through the acquisition of ADMIRAL Sport.
NOVOMATIC explained that the licensee, part of the NOVOMATIC Italy Group since 2012, manages the popular betting and casino site in Italy AdmiralYes, as well as a retail point of sale of more than 100 outlets dedicated to sports betting in the country.
It should be noted that the acquisition comes a few months after the announcement of the entry into Greentube of the well-known Italian software house Capecod Solutions, and allows Greentube to further expand its presence in the Italian gaming market thanks to synergy opportunities also with the traditional gaming sector.
The sale of ADMIRAL Sport by NOVOMATIC Italia allows the Group's activities to be concentrated in the country, thanks to the fact that all online commercial activities in the area are handled by Greentube. In this way, AdmiralYes will be the second B2C brand managed by Greentube, after the Starvegas site that has been active since 2012.
Markus Buechele, CEO of NOVOMATIC Italy, highlights the strength of ADMIRAL Sport and its growth over the years, stating that "under the umbrella of Greentube, ADMIRAL Sport is in an optimal position to further accelerate its business development and increase its market share.
On the other hand, Ronald van den Brink, CCO of Greentube, highlights the importance of the Italian market and says: “We are delighted to complete our second acquisition in Italy in a short period of time to further strengthen our position in the market. ADMIRAL Sport is a recognized and trusted Italian player and through this operation we will double our market share, which guarantees us a better base to develop our future activities in the country."
The joint venture between ADMIRAL Sport and Greentube will allow the growth of terrestrial affiliation actions in the Italian territory, in more than 300 ADMIRAL gaming venues.
On the other hand, the companies confirm in a press release that they have made the decision to keep the operational headquarters of ADMIRAL Sport in the same Roman building as NOVOMATIC. In fact, thanks to an agreement between companies, ADMIRAL Sport will continue to have the support and collaboration of staff functions within the Italian Group, a real guarantee in terms of continuity for customers, partners and all stakeholders.
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