Bally Wulff Games & Entertainment GmbH
- Founded
- 1950-01-01 in Berlin, Germany
- Headquarters
- Colditzstraße 34/36, 12099 Berlin, Germany
- Phone
- +49 30 620 020
Founded in Berlin in 1950, Bally Wulff Games & Entertainment GmbH is one of Germany's longest-standing electronic entertainment companies, specializing in the development, production, and distribution of cash gaming machines and associated software. Since 2008 it was part of the SCHMIDT Group, and in June 2022 the APEX Group acquired a majority stake, allowing the company to maintain its Berlin headquarters and focus on the German street market. With approximately 280 employees and an estimated annual revenue of $19.9 million, Bally Wulff serves hospitality venues and entertainment centres through a network of 12 branch offices across Germany. Its product portfolio includes modern cash gaming machines, virtual pinball and billiard tables, table football equipment, and game-parlour management software. The company emphasizes player protection and regulatory compliance, and as of mid-2023 Gerhard Hubmann serves as sole managing director.
Detailed Review
Company History
Bally Wulff was established in Berlin in 1950, building a reputation in the amusement-with-prizes (AWP) and coin-operated entertainment machine sector. It operated as a subsidiary of the SCHMIDT Group from 2008 until June 2022, when the APEX Group (led by Johannes Weissengruber) acquired a majority stake. The acquisition was structured to preserve Bally Wulff’s Berlin headquarters and street-market focus while giving it access to APEX’s global casino-market distribution.
Business Model and Products
Bally Wulff is vertically integrated, covering R&D, software engineering, mechanical assembly, sales, and after-sales support. Its core product lines include cash gaming machines with touchscreens and HD animations, virtual pinball and billiard tables that combine physical play with digital scoring, coin-operated table football equipment with built-in safes, and game-parlour furniture paired with management software for inventory and player tracking. The company also offers online and omnichannel games deployable across mobile, desktop, and other digital platforms, as well as bundled game packages featuring progressive jackpots and skill-based rounds. Player protection is a stated priority, with all products designed to comply with strict German regulatory frameworks including voluntary deposit limits and mandatory break reminders.
Market Position and Competitors
Bally Wulff holds a strong position in the German street market, competing with other domestic B2B gaming machine producers such as Merkur (Gauselmann Group) and Novomatic’s German division. It differentiates itself through long-standing brand heritage, creative in-house game design, and tailored service for the hospitality sector. The company also exports to Spain and Italy, leveraging its network of 12 branch offices across Germany for rapid on-site technical support.
Recent Developments
The APEX acquisition in 2022 provided additional capital and cross-distribution opportunities without diluting the brand’s identity. In July 2023, Gerhard Hubmann became the sole managing director following a leadership transition. The company continues to operate from its Berlin headquarters, employing approximately 280 people and generating an estimated annual revenue of $19.9 million.
Key Products
Cash gaming machines
Standalone units with touchscreens, HD animations, bonus features, and coin/note handling for German street-market locations.
Virtual pinball & billiard tables
Electromechanical entertainment tables that combine physical play with digital scoring and payout integration.
Table football (foosball) equipment
Coin-operated football tables with built-in money safes for location-based revenue.
Game parlour furniture & management software
Full suite of seating, cabinetry, lighting, and back-office analytics software (inventory, revenue, player tracking).
Online/omnichannel games
Slot machines and interactive titles deployable across mobile, desktop, and other digital platforms, focusing on socially controlled gaming.
Game packages
Bundled libraries of multiple game titles featuring special features (e.g., progressive jackpots, skill-based bonuses) for operators to customize their machine line-ups.
Offices & Headcount
280 employees (approx.)