NOVOMATIC Turns Brand Certification Into a Supplier Trust Signal

The Austrian supplier has become the first gaming technology group to receive ISO 20671 “Certified Brand” status, adding an independent benchmark for brand governance to its commercial pitch.

NOVOMATIC AG has received certification under ISO 20671 “Brand Evaluation – Principles and Fundamentals” and been awarded the “Certified Brand” seal. The Austrian group says it is the first gaming technology group globally to have its brand formally assessed under the international evaluation model.

The certificate was presented at the International NOVOMATIC Marketing & Communications Summit, held this year at subsidiary LÖWEN ENTERTAINMENT in Bingen, Germany. Prof. Dr. Gerhard Hrebicek, President of the European Brand Institute, handed over the seal to Executive Board member Stefan Krenn.

The ISO-based review examined the group’s brand and corporate management in Austria across five areas: innovation capacity, quality standards, service orientation, market performance, and the brand’s effect on customers and commercial partners. The assessment also covered brand protection, trend analysis, and internal reporting and governance controls.

Krenn said the certification sets a benchmark for future-focused brand management and supports the company’s ambition to operate as an international technology and brand group. The summit gathered marketing and communications professionals from more than 30 countries, which the supplier positioned as a fitting backdrop for the announcement.

For operators and commercial partners, the certification does not change the group’s product portfolio or licensing status. What it provides is a third-party reference point confirming that brand quality and governance are managed to a documented international standard. That has practical relevance in regulated markets where supplier procurement now often goes beyond product performance and looks at partner consistency, internal controls, and reputational resilience.

💡 TGJ Take

ISO 20671 is not a licensing requirement and it will not appear on any regulator’s checklist. What it does is give the Austrian group a formal external validation of something that has always been harder to quantify in supplier due diligence: how consistently a company manages its brand, governance, and long-term reputation. For operators in regulated markets, where a problematic supplier relationship can attract scrutiny from licensing authorities, that kind of third-party proof point carries real weight. It will not win deals on its own, but in competitive procurement processes where two suppliers are closely matched on content and commercial terms, credentials like this can tip the conversation. That is the market NOVOMATIC is playing for here.