ATG Urges Shareholders to Approve Novomatic Takeover Bid

Sweden.– September 16, 2025 – www.zonadeazar.com  The Swedish operator encourages its investors to support Novomatic’s acquisition proposal, marking a potential shift in the Nordic market.

Overview

Sweden’s AB Trav och Galopp (ATG), a long-standing leader in horse racing and online betting, has announced that its board recommends shareholders accept Novomatic’s takeover bid.

The deal, still pending regulatory approval, would strengthen Novomatic’s footprint in Northern Europe while integrating ATG into a global gaming powerhouse.

Details / Context

  • Novomatic’s offer: the Austrian multinational presented a full acquisition bid, reflecting both ATG’s historic relevance and its digital growth potential.

  • ATG’s profile: founded in 1974, ATG has long been synonymous with horse racing betting in Sweden, later expanding into online gaming and sports betting.

  • Board rationale: ATG’s management views the bid as beneficial, securing financial stability, increased innovation funding, and international expansion opportunities.

Economic impact

The merger would give Novomatic a solid base in Scandinavia, enhancing its portfolio in horse racing and sports betting. ATG would gain capital, technology, and access to global synergies.

For shareholders, the proposal represents a chance to realize value at a competitive price, while maintaining brand continuity under new ownership.

Institutional impact

Regulators in Sweden and Europe will closely scrutinize the deal, as industry consolidation raises concerns over competition and consumer protection. Approval remains subject to financial and gaming authorities.

Future outlook

If completed, the acquisition would embed ATG within the Novomatic ecosystem, fueling digitalization, responsible gaming technologies, and expansion into new markets.

For Novomatic, the takeover strengthens its strategy of scaling up through acquisitions, consolidating its role as a European market leader.

Zona de Azar remains the leading source for global iGaming news.

Editó: @_fonta www.zonadeazar.com

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