Admiral Sportwetten GmbH – the undefeated number one in branch-based betting in Austria – was founded in 1991. Thanks to a history spanning decades, it is both the centre of excellence when it comes to sports betting and a major national employer. More than 1.200 people are employed at the company's head office in Gumpoldskirchen and at more than 195 betting cafés throughout Austria.
In line with the corporate philosophy 'Building trust via bookmaking competence, guaranteed payouts and reliability', Admiral Sportwetten GmbH offers itself to tens of thousands of customers and numerous partners every day as a reliable provider of sports betting and other services both 'offline and online'.
Its path is crowned with success. For example, with brand equity worth more than EUR 810 million, Admiral Sportwetten GmbH is one of the ten most valuable consumer brands in Austria according to the 2009 Brand Equity Study published by the European Brand Institute of Vienna and the Kuratorium Marke Österreich (body to promote Austrian brands).
With more than 195 outlets, Admiral leads the way in the Austrian betting market in terms of branch-based business. Here, the betting specialist has an unprecedented approach when it comes to quality: the brand stands for an innovative range of betting products, the latest technology and an inviting coffee house atmosphere.
Each day, customers of Admiral can follow a multitude of live sporting events, exchange views with like-minded sports enthusiasts over a coffee and place their bets on an appealing range of betting products in every betting café.
The branch concept is based on two channels of distribution: firstly, on the operation of our own branches (more than 40); secondly, on close cooperation with various franchisees. Here, Admiral acts exclusively as a service provider, but is able to expand quickly and in so doing reinforce its presence in Austria with a low capital investment.
A major contribution to the success of the company is made by the team of bookmakers. Nearly 20 bookies analyse the sports press, monitor the entire offering and provide the unique Admiral odds on numerous different kinds of sport.
The company's success is guaranteed by a separate risk management team. With the continuing trend towards live betting, where customers can bet on running events in real time, the work of the bookmaker has changed dramatically. Accordingly, the programme of live broadcasts is expanded continuously and with it the number of bets offered.
Building on the branch-based betting, in which with a market share of more than 50% Admiral is Austria's undisputed number one, the company positioned the brand successfully on the Internet in 2001. Admiral has a strong online customer base, too, which comprises more than 100,000 registered users.
Those who do not wish to place their bet in a betting café or on the Internet can do so via one of the Admiral terminals. These innovative sports betting terminals provide sports, live and slot car race ('iBet') betting as well as the latest sports results for the most varied of locations.
Admiral Sportwetten GmbH will continue to push ahead with its successful distribution channels in the future and supplement them by additional betting terminals and mobile betting solutions. Building on the top position in the branch-based sports betting market, Admiral Sportwetten GmbH is expanding its leading market position in Austria and assuming an active role in the ongoing process of consolidating the industry. Admiral is also in demand more than ever before as a service provider and a multitude of companies has already shown interest in the new proprietary betting software developed by Admiral. The software, which is used both in branches and for the Internet platform, forms an ideal basis for future cooperation.