Novomatic, one of Europe’s largest gaming technology giants, has announced a strategic move to fully acquire Ainsworth Game Technology, a leading Australian slot machine manufacturer. The deal, valued at approximately AU$336 million (about USD $220 million), will see Novomatic purchase the remaining 47.1% of Ainsworth shares it does not already own, further strengthening its influence in the global gaming market.
This acquisition isn’t just another corporate merger—it’s a defining moment that reshapes the competitive landscape for casino gaming technology worldwide. Novomatic has been the majority shareholder in Ainsworth since 2016, holding a 52.9% stake. Now, with a full takeover at AU$1.00 per share (representing a 35% premium over Ainsworth’s last trading price), Novomatic is betting big on consolidating innovation, market reach, and growth.
Why This Move Matters
- Global Expansion Strategy: Novomatic is targeting stronger footholds in key regions like Asia-Pacific and North America, both of which are high-growth markets for casino gaming.
- Product Innovation: Both companies specialize in gaming hardware and software for land-based casinos, including slot machines, cabinets, and digital platforms. The acquisition promises deeper integration of R&D efforts to produce more innovative gaming products.
- Financial Stability: For Ainsworth, the deal comes at a critical time. In 2024, the company reported a 44% decline in profits, mainly due to economic challenges in Latin America and rising operational costs. A merger with a financially stronger partner like Novomatic offers needed stability.
Deal Details and Timeline
- Transaction Method: The acquisition will occur through a Scheme of Arrangement, a structured legal process often used for Australian corporate takeovers.
- Regulatory Approval: The Australian Foreign Investment Review Board (FIRB) has already approved the deal.
- Next Steps: The acquisition still requires Ainsworth shareholder approval and court sanction. If all hurdles are cleared, the deal is expected to close in the second half of 2025.
Market Reactions and Controversy
While Ainsworth’s Independent Board Committee has unanimously recommended shareholders approve the offer, not everyone is pleased. Some minority shareholders, particularly in the United States, have raised concerns, accusing Ainsworth of downplaying its true market value and misleading investors during negotiations. Nevertheless, industry analysts suggest that the premium offer—and the promise of a secure future under Novomatic’s leadership—will likely sway the majority of votes in favor.
Strategic Impact
This acquisition enables Novomatic to not just expand geographically but also diversify and deepen its product offerings. Novomatic, which already operates over 2,100 gaming facilities across 50 countries and supplies technology to regulated markets worldwide, sees Ainsworth as a key piece in capturing emerging gaming opportunities, particularly in the Americas and Asia-Pacific.
Moreover, Ainsworth’s established research and development operations—especially in next-generation gaming cabinets and server-based gaming technologies—will now be backed by Novomatic’s greater financial muscle. Expect to see an accelerated rollout of new hardware and digital solutions once integration is complete.
The Bigger Picture
Novomatic’s move mirrors a broader trend in the gaming industry: consolidation. As regulation, taxation, and competition increase globally, companies are seeking strength in size and diversity. By acquiring Ainsworth, Novomatic positions itself to better navigate changing market dynamics, innovate faster, and deliver stronger financial results.
With the gaming industry projected to grow to over $150 billion globally by 2027 (driven by land-based gaming recovery and digital gaming innovation), Novomatic’s timing could not be better.
Key Takeaways
- Novomatic agreed to buy all remaining Ainsworth shares.
- The acquisition is worth $336 million.
- This move could affect gaming technology and market options.
Novomatic’s Acquisition of Ainsworth Game Technology
Novomatic has agreed to purchase the remaining shares in Ainsworth Game Technology, strengthening its control over the well-known Australian gaming supplier. This move impacts both companies as well as the broader gaming industry.
Background of Novomatic and Ainsworth Game Technology
Novomatic, based in Austria, is a leader in the international gaming market. Its portfolio includes slot machines, electronic table games, and gaming software. Novomatic operates in more than 75 countries and supplies products to casinos and entertainment venues globally.
Ainsworth Game Technology, founded by Len Ainsworth, focuses on the manufacture of slot machines and gaming tech. Listed on the ASX as AGI, Ainsworth holds an important spot in the Australian and global gaming sectors. The company has a reputation for quality and innovation, especially in pokies and casino equipment.
Previously, Novomatic held a 52.9% stake in Ainsworth. The acquisition of remaining shares means Novomatic will soon own 100% of Ainsworth Game Technology, allowing greater alignment of business strategy and operations.
Details of the Acquisition
Novomatic plans to acquire the outstanding 47.1% stake in Ainsworth Game Technology for $1 per share, a price agreed upon by both parties. This transaction will result in Novomatic fully owning Ainsworth, taking control of all operations and assets. The two companies announced the deal on April 28, 2025.
This acquisition will see the delisting of Ainsworth shares from the ASX. The deal follows global industry trends where larger gaming firms absorb regional leaders to expand market share. The agreement includes a detailed timeline and process approved by administrators and stakeholders of both companies.
Novomatic’s previous partial ownership set the stage for this full buyout. Once complete, Novomatic further strengthens its presence in the Asia-Pacific region and boosts its development capabilities in gaming machines and software, as seen as reported by CDC Gaming Reports and further confirmed at Next.io.
Implications for the Gaming Industry
Novomatic’s move to control all shares in Ainsworth Game Technology signals consolidation in the gaming industry. The new structure may bring changes to product lines, research, and development priorities. A larger parent company can provide more capital and resources for expanding into new markets.
For Ainsworth, joining with Novomatic lets it access global distribution channels and R&D funding. Expect changes in manufacturing and innovation strategies. Major competitors, such as Aristocrat Leisure, may also watch this acquisition closely for potential market shifts.
This transaction impacts not just casinos and entertainment venues in Australia, but also gaming markets worldwide. Industry leaders, investors, and administrators will monitor how this affects job roles, restructuring, and the competitive landscape.
Technological and Market Impact
Novomatic’s acquisition of Ainsworth Game Technology is set to bring immediate upgrades to gaming machines, casino operations, and player interactions. Merging their tech could create both new opportunities and challenges for operators and players.
Advancements in Gaming Technology
Novomatic and Ainsworth already produce some of the world’s most recognized slot machines and gaming systems. After this acquisition, they plan to combine manufacturing strategies and research teams.
This will likely speed up the introduction of games with better graphics and faster response times. Operators can expect a broader mix of cabinet designs, processors, and displays. Both companies have shown interest in modular hardware, which lets casinos update their tech without replacing entire machines.
The merged teams can now more easily share patented innovations, like improved random number generators and multi-game platforms. This can lead to more reliable and stable machines for casinos, which helps reduce downtime and maintenance costs.
Enhanced Player Experience and Analytics
A big focus of this deal is on player experience. Novomatic and Ainsworth have been investing in player tracking hardware and data analytics for years. Their combined resources will allow them to offer advanced player profiling tools and loyalty programs.
These systems can monitor player performance, time on device, and spend patterns. Operators can then use that data to adjust floor layouts and offer targeted rewards.
For players, this means more personalized promotions and easier access to loyalty points. Casinos can use dashboards and reporting tools that provide real-time insights into machine performance and player behavior.
Innovation in Online and Skill-Based Gaming
Online gaming continues to grow, especially after more jurisdictions have allowed digital games. The acquisition allows Novomatic to extend Ainsworth’s digital content library, which includes popular titles already adapted for mobile and online play.
Skill-based gaming, which blends arcade-style interactions with traditional gambling, is another growth area. The two companies have both experimented with virtual reality (VR) and touch-enabled platforms. Combining their experience may make it easier to launch new skill-based and interactive products quickly.
These new releases will likely target younger players who prefer game mechanics based on skill and engagement rather than chance alone.
Future Trends: Cashless Payment Systems and Sports Betting
Many casinos now seek cashless payment systems to speed up play and lower handling costs. Novomatic and Ainsworth, together, can invest in secure tech that allows card payments, e-wallets, and mobile pay options right from the gaming machines.
Sports betting is also expanding in several regions, especially in North America and Europe. The acquisition makes it simpler for Novomatic to add Ainsworth’s technology into its sports betting platforms, supporting both betting kiosks and digital applications.
The push toward cashless play and integrated betting will help casinos add value for both new and returning customers, while improving oversight and transaction security.
Frequently Asked Questions
Novomatic has agreed to acquire all remaining shares of Ainsworth Game Technology, moving to full ownership. The merger aims to strengthen Novomatic’s business, bring strategic advantages, and could impact employees and daily operations.
What transactions are involved in the acquisition of Ainsworth Game Technology by Novomatic?
Novomatic already owns about 52.9% of Ainsworth. The new agreement covers the purchase of all remaining shares. The deal is worth around $336 million and involves a formal scheme implementation deed. More details are available at NOVOMATIC acquires remaining Ainsworth shares in $336M deal.
How will the acquisition impact the current market position of Novomatic?
The acquisition will give Novomatic complete control over Ainsworth. This move can expand Novomatic’s presence in Australia and other markets, making it more competitive. With full ownership, Novomatic can align Ainsworth’s operations with its wider strategy.
What regulatory approvals are required for the Novomatic-Ainsworth deal to proceed?
The acquisition needs approval from Australian and possibly international regulatory authorities. This includes checks to ensure the deal complies with laws around competition and fair trade. Shareholder approval is also needed before the transaction can close.
What strategic benefits are anticipated from the Novomatic and Ainsworth merger?
Novomatic expects to improve its technology base, product lineup, and market reach. Ainsworth’s experience in slot machines and gaming could help Novomatic offer more products. The companies plan to use each other’s strengths to grow in existing and new markets.
How will the acquisition affect Ainsworth’s existing employees and operations?
Details on employee changes are still limited. Usually, integrations of this type may bring some operational changes. There could be adjustments in structure, but the main goal is to keep business running smoothly.
What is the expected timeline for the completion of the Novomatic acquisition of Ainsworth Game Technology?
The process should finish after all approvals are secured. These steps often take several months. More information and updates can be found on official press releases and news pages about the deal.
