Novomatic Secures 2nd Place in Brand Ranking
Novomatic AG, renowned gaming company in Austria, has managed to hold on to their second place position in the EBI (European Brand Institute) rankings as the most valuable Austrian brand, despite facing challenges in 2020 due to COVID-19 and investigations from the Ibiza U Committee. The company, with headquarters in Gumpoldskirchen and owned by sole shareholder Johann Graf, placed just behind Red Bull and before Swarovski, the well-known gemstone manufacturer. What sets Novomatic apart?
Brand Value: €2.968 billion
The coronavirus pandemic and the scrutiny from the Ibiza U Committee brought difficulties for Novomatic in 2020; the company is undergoing a realignment. However, this has not stopped them from securing a significant victory by being included in the top two most valuable Austrian brands once again, according to the 18th EBI brand value study.
This puts Novomatic directly among Red Bull, the undisputed winner, and Swarovski, the brand known for their crystal glass and gemstones. The tech-driven global gaming company faced a decline in sales figures in 2020 and had to enforce layoffs. Nevertheless, they managed to create positive outcomes through sustainable efficiency advancements, several innovations, and the acquisition of a German betting license for Admiral Sportwetten. Moreover, they received the prestigious title of Casino Supplier of the Year for the third consecutive time at ICE Totally Gaming in London. According to management, Novomatic remains well-prepared as a full-service provider for gaming.
"We are incredibly proud to maintain 2nd place in this esteemed ranking amid the challenges of the pandemic. As an international corporation with approximately 21,000 employees, our consistent and strong brand presence is indispensable for our continued success.*" - Johannes Gratzl, CEO, Novomatic, press release
The EBI ranking compiles the 500 Austrian companies with the highest revenue, which must be at least 45% Austrian-owned. It also requires fulfilling the international standards, ISO 10668 and ISO 20671. The analysis examined 180 Austrian brands in 16 different industries.
Transformation Phase at Novomatic
The pandemic had a severe impact on Novomatic's business operations in 2020, with international customers resulting in an 80% loss. The company had to resort to short-time working and dismissals at their primary location in Gumpoldskirchen. Although Novoline online casinos and Löwen Play Casinos' online offshoots maintained stable incomes, the global brand suffered setbacks in their land-based business. With their online gaming sector and the rental of gaming terminals, they managed to weather the storm.
To overcome these hardships, Novomatic has embarked on a restructuring process. The department in charge of managing the company's global operations has recently undergone reorganization. Thomas Komnacky has taken over a leading role as the divisional head and vice president of the department. Prior to this role, he worked in market analysis and strategy development. The department handles around 1,900 land-based gaming facilities and casinos, along with the equipment rental business in more than 90 countries. Komnacky reports directly to the management board while his mandate is to support the company's stable growth globally and mitigate damage from the pandemic.
Novomatic AG has been in existence since 1980, with operations in 45 countries and supplies gaming technologies to an additional 90 countries. It is a prominent figure in the gambling industry, including online gaming and owning the popular brands Greentube and Admiral. The organization operates more than 1,900 electronic casinos worldwide and rents out around 214,000 gaming and video lottery terminals.
Pressure from the Ibiza U Committee
Novomatic is being questioned under the Ibiza affair, which centers around alleged political-business connections with bribery. This controversy linked back to a 2017 video featuring former Vice-Chancellor Heinz-Christian Strache, who spoke about illegal party donations in Ibiza. Committee investigations led to questioning several individuals, including Finance Minister Gernot Blümel (ÖVP), who denied any wrongdoing and condemned the allegations. Despite Blümel's involvement, the proceedings are ongoing.
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Source: www.onlinecasinosdeutschland.com
