German Company Wants to Stir Up the US Gambling Market - Merkur bets big on North America with 5,000 slot machines by 2028
German gambling company Merkur has announced plans to expand into North America. The firm aims to export thousands of slot machines annually, starting with up to 1,000 units in 2025. This move follows a year of strong financial growth and strategic acquisitions in the U.S. market.
Merkur reported group revenues of €2.1 billion in 2024, a 7.5% rise from the previous year. The company currently operates over 100,000 slot machines worldwide, all produced at its Lübbecke plant in Germany.
To boost its U.S. presence, Merkur acquired American gaming firm Gaming Arts in 2025. CEO Lars Felderhoff sees significant potential in North America, citing heavy market concentration as an advantage. The company plans to sell 5,000 machines per year to the U.S. and Canada within three years. Beyond physical slot machines, Merkur is pushing to grow its online revenue and international sales. By 2025, it aims for 45% of its total revenue to come from outside Germany. The UK remains its second-largest market, with around 15,300 employees working across the group. Merkur's main competitor, Austrian firm Novomatic, reported higher revenues of €3.45 billion in 2024. However, Merkur's expansion strategy suggests it is targeting a larger share of the global gambling market.
Merkur's North American push begins with 800-1,000 slot machines in 2025, scaling up to 5,000 annually. The company's recent acquisition and revenue growth indicate a strong focus on international expansion. If successful, this could reshape its position against competitors like Novomatic.
