Overall, around 22,000 VLTs will be supplied to the market by Adria Gaming. In order to satisfy the strong demand in Italy, Novomatic has had to introduce changes in the production of the devices, and with a total investment of €200m the Austrian group is the largest partner in the video lotteries sector.

This astonishing new entry into the market has been made possible thanks to the know-how and previous experience of Susanne Zimmerl, vice-president of Adria Gaming, and Franco Rota, its president. But this success is also due to the dominant position of the Novomatic group in gaming innovations, and the company’s role in pioneering the VLTs’ central system.

Johann F. Graf, the founder of the company, has said that in a market with strict rules it is necessary to create high standards of reliability for the machines and complete transparency of operations for the government authorities policing the sector. The decision to accept Novomatic as a supplier was taken by the operators themselves – certainly on the basis that Novomatic is known all over the world for its performance and return on investment, and because the games themselves are devised with in-depth knowledge of the likes and dislikes of the players.

Novomatic’s experience with 850 gaming houses and electronic casinos all over the world will be further enhanced by working together with the Italian operators.

Its ranking in Italy is very important to the group, above all because the Italian VLTs will set the pattern for a new trend, both in Europe and elsewhere. The strict set of rules established by the Italian authorities will be a reference point for other countries intending to open up their gaming markets. Novomatic will also endeavour to acquire a high share of the market in these other territories, and a strong base in Italy will serve it well in achieving this goal.

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