German Company Wants to Stir Up the US Gambling Market - Merkur Bets Big on North America with Massive Slot Machine Expansion
Germany's largest gambling group, Merkur, is expanding into North America. The company plans to export thousands of its slot machines to the U.S. and Canada over the next few years. This move follows its recent acquisition of a Las Vegas-based gaming firm.
Merkur reported €2.1 billion in revenue for 2024, a 7.5% rise from the previous year. While online sales make up 11% of its business, the company aims to grow this share further. Its main production hub remains in Lübbecke, Germany, where all slot machines are built.
In 2025, Merkur acquired Gaming Arts, a U.S. firm headquartered in Las Vegas. The deal marks a key step in its North American strategy. The company expects to sell between 800 and 1,000 machines to the U.S. and Canada this year alone.
Within three years, Merkur targets annual sales of 5,000 slot machines in the region. CEO Lars Felderhoff sees strong potential due to the concentrated U.S. market. Over 100,000 Merkur machines are already operating worldwide.
Competitor Novomatic reported €3.45 billion in revenue for 2024, significantly higher than Merkur's figures. However, Merkur's expansion plans signal confidence in its growth prospects.
Merkur's push into North America begins with modest sales targets for 2025. If successful, the company could establish a firm foothold in a lucrative market. The move also reflects its broader strategy to diversify beyond Europe.
