Interactive

Italy – Greentube acquires Admiral Sport

By William - 25 February 2022

Greentube, the NOVOMATIC Interactive division, has further cemented its position in the Italian market with the acquisition of Admiral Sport.

Admiral Sport offers a betting and casino site in Italy under the AdmiralYes brand and has been operated by NOVOMATIC Italia since 2012. In addition, the company runs a retail network of more than 100 sports betting locations in the country.

“Admiral Sport is a strong brand in the Italian market, both online and in retail, and we are very pleased with how the business has evolved over the years,” explained Markus Buechele, CEO of NOVOMATIC Italia.

“With online continuing to grow strongly, under the umbrella of Greentube, Admiral Sport is best positioned to accelerate its business development and increase its market-share.”

The acquisition comes months after Greentube announced the takeover of Italian developer, Capecod Solutions, and will see it further expand its footprint in the established gambling market through synergies with the land-based sector.

The takeover from NOVOMATIC Italia focuses the Group’s activities in the country with all local online business now operated by Greentube. AdmiralYes will be the second B2C brand operated by Greentube in the country, with the Starvegas site being live since 2012.

Ronald van den Brink, CCO at Greentube, said: “We are thrilled to complete our second acquisition in Italy in a short space of time to further strengthen our position in the market.

“Admiral Sport is a renowned and trusted Italian player and through this takeover we will double our market share, giving us a better foundation to develop our future activities in the country.

“Italy is one of the most important regulated markets for online gaming and we see great potential to further grow the business over the next few years.”