In 2010, Novomatic expanded into online gambling business by acquiring controlling stake in London based Greentube studio.

Greentube, in addition to their original content, is the main online publisher of already established Novomatic slot games.

[11][12] In 2018 Novomatic completed the purchase of 52% of Australian gambling equipment maker Ainsworth Game Technology Limited for around 300 million Euros.

[14] Novomatic operates about 2,000 gaming facilities, including casinos, slot parlors, betting shops, and bingo halls.

This segment accounts for 56% of the company's revenues as of 2021, with the bulk of the business coming from Austria, Germany, Italy, the United Kingdom, and Eastern Europe.

[23] Admiral Casino is licensed to operate a remote gaming business in the United Kingdom from the UK Gambling Commission.