Fostering a Winning Culture: Interview with Petra Freydorfer on NOVOMATIC's 2026 Recognition

To understand the significance of this milestone and the core strategies driving the company's success,  Petra Freydorfer, Deputy Director Group HR at NOVOMATIC AG., shares her insights on the company's values, employee development, and what makes NOVOMATIC a unique place to build a long-term career.

The Significance of Being a Top Employer

NOVOMATIC has been recognized as one of Austria’s best employers in 2026. What does this achievement mean for the company and its employees?

This recognition is first and foremost a confirmation of our people and the culture we strive to foster every day. With about 26,000 employees and activities in more than 130 countries, NOVOMATIC is a truly international organization. Across this global network, we firmly believe that our employees are our greatest asset, and creating an environment where they can develop professionally, contribute their ideas, and feel valued is a key priority for us.

Being recognized as one of Austria's Leading Employers 2026 is therefore both an honour and a responsibility. It acknowledges the dedication of many colleagues across the organization who contribute to making NOVOMATIC an attractive employer, while encouraging us to continuously improve and evolve.


 

A Holistic Approach to Corporate Values and HR Strategy

The award is based on workplace quality, corporate values, HR strategy, and sustainability. Which of these areas do you consider most decisive in earning this recognition?

I would not single out one area, as they are closely interconnected. A strong HR strategy can only be successful when it is supported by a corporate culture built on trust, respect, and shared values. Likewise, workplace quality and sustainability are essential elements of a modern employer proposition.

From an HR perspective, consistency is key. It is about ensuring that our values are reflected not only in our strategy but also in everyday leadership, employee development, collaboration, and decision-making. I believe this holistic approach is what ultimately makes the difference.

Translating Sustainability into Daily Practices

How does NOVOMATIC's commitment to sustainability and corporate responsibility translate into daily practices within the organization?

For us, corporate responsibility starts with our people. This means investing in employee development, promoting health and well-being, fostering diversity and equal opportunities, and providing a safe and respectful working environment.

At the same time, responsible business conduct, compliance, and ethical behaviour are fundamental principles across our global organization. Sustainability is therefore not viewed as a separate initiative but as an integral part of how we work, lead, and make decisions every day.

The Future of Talent Attraction and Retention

Looking ahead, how will this recognition influence NOVOMATIC's strategy for attracting and retaining talent in the gaming industry?

The recognition reinforces our position as an employer of choice and helps us communicate what makes NOVOMATIC a unique place to build a career. However, attracting talent is only one part of the equation. Retaining talented people requires continuous investment in learning and development, leadership, career opportunities, and an engaging work environment.

As HR, we see employer branding as the result of authentic employee experiences. Awards such as this are valuable external recognition, but our primary focus remains on continuously listening to our employees, responding to changing expectations, and creating an environment where people can grow and succeed over the long term.