Sydney
Aristocrat Leisure
The largest land-based gaming machine manufacturer, now building an online division by acquisition.
Novomatic
An Austrian group that manufactures machines, operates venues, and supplies online content through Greentube.
What the company does
Novomatic is vertically integrated in a way few of its competitors are: it manufactures gaming machines, operates its own casinos and arcades across several countries, and supplies online casino content through its digital division Greentube. Book of Ra, originally a machine game, is one of the most recognised slot titles in German-speaking Europe.
Being both a supplier and an operator creates a position that regulators examine closely, because the same group can hold both the venue licence and the supply licence in one market. Several jurisdictions require structural separation or additional disclosure in such cases.
The group's online content business is strongest in the markets where its machines are familiar, which is a repeated pattern in this sector: land-based recognition converts to online play far more reliably than online marketing converts to land-based visits.
Where this sits in the supply chain
Manufacturers of gaming machines, lottery systems and casino equipment, most of which now run digital divisions as well. The engineering and compliance culture of the online industry comes largely from this sector.