About us

Astra Games – Progress Through Innovation

Great design doesn’t happen by accident – it’s all in the DNA. That’s the philosophy that has kept Astra Games at the forefront of the gaming industry ever since its emergence onto the scene back in 1992. Based in Bridgend, the company has become a true industry icon; a producer of world-class games and a perfectionist in the art of progress through innovation.

Thanks to its visionary approach to design and a unique talent for forging enduring relationships, Astra is responsible for delivering some of the boldest and most ground-breaking concepts ever to market. Astra was the originator of the multiplayer and the inventor of community gaming. Astra is a creative tour de force that has inspired a fiercely loyal following among generations of discerning game players.

In the autumn of 2004 Astra consolidated its position as a major influence in the international gaming industry by becoming a subsidiary of the world-renowned NOVOMATIC Group of Companies. The development marked the opening of a new chapter in the Astra story, enabling it to celebrate its illustrious past and look forward to a bright and more secure future.

In essence, the Astra of today retains all of the inherent qualities that marked it out as an industry leader from day one. From factory floor to boardroom – from best of breed design to inspirational leadership – its people are its greatest asset.

 

NOVOMATIC UK

Created in 2012, originally under the banner of the Astra Gaming Group, NOVOMATIC UK now represents the UK’s largest gaming industry collective; comprising manufacturing, operating and distribution of gaming and other amusement equipment. The group is wholly owned by the NOVOMATIC Group of Companies in Austria and employs a current total workforce of 1,800. The combined UK Group comprises manufacturing firms Astra Games/Empire Games and Bell-Fruit; the UK’s biggest national machine operator Gamestec; national high street AGC operator Luxury Leisure, distributor RLMS Sales; gaming content providers Mazooma Interactive and Greentube; and live dealer solution specialist Extreme Live Gaming.

 

Creating the Group

In the autumn of 2004 Bridgend-based Astra Games Limited consolidated its position as a major force in the international gaming industry by becoming a subsidiary of the world-renowned NOVOMATIC Group of Companies. By 2012, and in order to provide a major stimulus to the entire UK gaming industry, Astra took a major developmental step by bringing together several luminary UK gaming brands together under the banner of the Astra Gaming Group.  

Bell-Fruit Games, the leading player in the AWP, Club Jackpot and SWP markets, celebrated its 50th Anniversary in July 2013. It has earned an unrivalled reputation for innovation in the manufacturing sector, producing ground-breaking games for the UK and export markets.  

Gamestec is the largest gaming and amusement operator in the UK, providing services for over 35,000 machines in 10,500 locations and employing almost 700 people nationwide. It has over 50 years of experience and expertise in the industry

RLMS Sales has been in the distribution sector for over 30 years. It is a key player in the distribution of innovative world-class products and prides itself on excellent knowledge and service.

Luxury Leisure, formerly owned by the Noble Organisation, became part of the Astra Gaming Group in 2014. It now serves as the Group’s high street Adult Gaming Centre (AGC) division, with 82 town centre and seaside adult gaming centres, 45 Kwik Tan venues and 10 Coffee Trader cafes. The estate extends as far north as Greenock in Scotland to Dawlish in Devon in the south of the UK and includes premium locations in the North East, North West and South East of the country.

Mazooma Interactive Games works in partnership with a wide range of customers across all sectors in the UK and abroad to develop games across a variety of platforms. Originally from a land-based background, Mazooma has more recently focused its attention on providing digital content to the internet gaming sector, to bookmakers and also to export markets in Italy and South America.

Greentube Internet Solutions GmbH, founded in 2000, is a leading developer and provider of gaming solutions for the internet, mobile devices and iTV. Headquartered in Vienna, the company has developed a broad portfolio that embraces poker, bingo, 3D download games and casino style products.

Extreme Live Gaming became part of the NOVOMATIC Group of Companies in 2014. The company was originally founded in 2013 with the ambitious brief of taking live casino gaming to a whole new level of competition and entertainment. Through Extreme Live Gaming, NOVOMATIC UK has set down a bold new marker in the online live casino space with the aim of delivering the ultimate world class gaming experience.