Rootz Ltd

What Rootz Ltd does

Rootz Ltd is a Malta-headquartered, privately held iGaming operator that runs a portfolio of eight direct-to-consumer online casino brands — Wildz (flagship), Caxino, Wheelz, Spinz, Chipz, Tuplaus, Blingi, and Berriez/Beazt — under the umbrella of the Wildz Group. Its customer base is concentrated in the Finnish market, where the company operates via a registration-free 'Pay N Play' model bank-authenticated through partners such as Trustly and Brite, with MGA license MGA/B2C/1079/2025 held via Granturo Malta Ltd. Each brand is differentiated by theme and gamification mechanic (Levelz progress bars, Spinback, Spinbox, Wheel of Spinz, Tuplaus double-up) while sharing one underlying technology platform.

The core technology is a proprietary, in-house-built casino platform that automates onboarding, KYC, payments, bonus distribution, CRM, customer support, and real-time analytics across all brands. The platform integrates content from 13+ leading game studios (Evolution, NetEnt, Pragmatic Play, Play'n GO, Relax Gaming, Push Gaming, Big Time Gaming, Hacksaw Gaming, Nolimit City, Microgaming, Yggdrasil, Red Tiger) and a broad set of payment rails (bank transfer, e-wallets, mobile, cards). Differentiated capabilities include machine-learning-based personalization of bonuses and a recommendation engine that maps free spins to a player's actual game preferences, plus AI-driven fraud and anomaly detection.

Rootz generates revenue through the house edge on wagers across its slot, table, live casino, and sports betting offerings (transaction-fee mechanics, B2C). Go-to-market is product-led growth: owned brand websites deliver self-serve registration and gameplay, with player acquisition handled via dedicated affiliate networks (wildzaffiliates.com for legacy brands, ganadugaming.com for newer 2026 launches). No public revenue, funding rounds, or external investors were disclosed in available sources; firmographic scale is 101–250 employees.

Name

Rootz Ltd

Legal name

Rootz Ltd

Website

https://rootz.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Rootz Ltd is a Malta-based iGaming operator running eight wholly-owned online casino brands (Wildz, Caxino, Wheelz, Spinz, Chipz, Tuplaus, Blingi, Berriez) on a single in-house-built, AI-personalized platform, serving Finnish players via Pay N Play bank authentication under an MGA license.

Ownership category

akta.pro rank

Product category

Online Casino / iGaming Platform

NAICS

Casinos (except Casino Hotels) (713210)

akta.pro primary industry

Real-Money Online Casino Operators (RNG Slots & Table Games) (MPAEABAA)

akta.pro secondary industries

Online Casino Platform Providers (PAM, Wallet, CMS, Back Office) (MPAEABAK), White-Label / Turnkey Online Casino Brands (MPAEABAH)

Keywords

• Online casino operations
• IGaming platform
• Pay N Play casinos
• Multi-brand casino operator
• Casino game aggregation

Headquarters

HQ city

Birkirkara

HQ country

Malta

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Casino Gaming Revenue: Rootz operates online casino platforms generating revenue through house edge on slot games, table games, and live casino offerings. The platform takes a percentage of wagers as revenue across its multiple casino brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Rootz Ltd operates a proprietary iGaming platform that hosts multiple online casino brands including Wildz, Wheelz, Caxino, Chipz, Spinz, Tuplaus, Speedz, Flamez, Beazt, and Berriez. The offering is real-money online casino (slots, table games, live dealer) primarily targeting Finnish players, using Trustly's Pay N Play technology for instant deposits and streamlined KYC. Each brand runs on the shared Rootz platform with distinct marketing and UX.

Product overview

Rootz Ltd operates a multi-brand online casino platform architecture consisting of a proprietary technology platform (Rootz Platform) that powers multiple consumer-facing casino brands. The platform provides shared infrastructure including automation, AI-driven personalization, payment processing, and fraud prevention. The brand portfolio includes Wildz (flagship with sports betting), Blingi, Wheelz, Chipz, Caxino, Tuplaus, and Spinz — each targeting different player segments while sharing the same underlying technology. Key differentiators include proprietary gamification features (Levelz, Spinback, Spinbox, Wheel of Spinz) and personalized loyalty programs driven by machine learning. The company also licenses its platform technology and offers white-label or backend services to operators.

Differentiator

Problem solved

Functional benefit

Brands

• Wildz Casino: Flagship Rootz casino with Levelz loyalty program and Spinback feature offering free spins after consecutive losses
• Blingi Casino
• Wheelz Casino
• Chipz Casino
• Caxino Casino
• Spinz Casino
• Tuplaus Casino
• Rootz Platform

Products and services

• Wildz
• Wheelz

Quantifiable outcome

• Withdrawals processed in minutes rather than days through automated systems
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability5 records

Feature9 records

Partnerships

15 partnerships are on record, tiered core and major.

• Granturo Malta LtdcoreStrategic or Co-development Partner · 10 September 2025Granturo Malta Ltd operates under Malta Gaming Authority license MGA/B2C/1079/2025 as the licensed operator for Wildz and other Rootz casino brands. The company ensures regulatory compliance and operates the gambling services legally within MGA jurisdiction.
• Evolution GamingcoreTechnology or IntegrationEvolution Gaming supplies live casino content including roulette, blackjack, baccarat, poker, and game show variants (Monopoly Live, Dream Catcher). Their high-quality live dealer games are integrated across all Rootz casino brands.
• NetEntmajorTechnology or IntegrationNetEnt provides video slot games including Divine Fortune, Starburst, and other popular titles. Their games are featured across Rootz casino platforms.
• Play'n GOmajorTechnology or IntegrationPlay'n GO supplies slot games including Book of Dead, one of the most popular online slots. Their games are available across Rootz casino brands.
• Pragmatic PlaymajorTechnology or IntegrationPragmatic Play provides slot games including Sweet Bonanza and Gates of Olympus. Their extensive portfolio is integrated across Rootz platforms.
• Relax GamingmajorTechnology or IntegrationRelax Gaming provides slot games and is one of the key game providers for Tuplaus Casino and other Rootz brands.
• Push GamingmajorTechnology or IntegrationPush Gaming supplies innovative slot games including Razor Shark and Jammin' Jars, featured in Rootz casino game libraries.
• Big Time GamingmajorTechnology or IntegrationBig Time Gaming provides Megaways game mechanics and titles like Bonanza, offering thousands of ways to win across Rootz platforms.
• Hacksaw GamingmajorTechnology or IntegrationHacksaw Gaming provides slots with high winning potential, featured in Wheelz casino game selection.
• Nolimit CitymajorTechnology or IntegrationNolimit City provides high-volatility slot games with innovative mechanics across Rootz casino brands.
• TrustlycoreTechnology or IntegrationTrustly provides Pay N Play bank transfer technology enabling instant deposits and withdrawals without traditional registration. Used across Wildz and other Rootz casinos for Finnish players.
• BritemajorTechnology or IntegrationBrite provides instant bank payment services enabling fast deposits and withdrawals for Rootz casino players.
• MicrogamingmajorTechnology or IntegrationMicrogaming supplies casino games including Mega Moolah progressive jackpot and other popular titles across Rootz platforms.
• Yggdrasil GamingmajorTechnology or IntegrationYggdrasil Gaming provides innovative slot games with unique features and mechanics for Rootz casino brands.
• Red TigermajorTechnology or IntegrationRed Tiger provides daily jackpot games and quality slot titles featured in Rootz casinos.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LeoVegas: LeoVegas is a Nordic-rooted, Malta-licensed multi-brand online casino and sportsbook operator (LeoVegas, Expekt, BetUK, etc.). Closely comparable to Rootz in product mix, MGA license structure, and mobile-first UX focus, with overlap in the Finnish and broader Nordic player base.
• Betsson Group: Betsson operates a portfolio of online casino and sportsbook brands (Betsson, NordicBet, CasinoEuro, Guts) under an MGA-class license. Highly comparable as a multi-brand European iGaming operator with strong Nordic footprint and proprietary technology stack.
• Gaming Innovation Group (GiG): GiG operates a hybrid B2C iGaming portfolio alongside a B2B iGaming platform/media business. Highly relevant as both a multi-brand operator and a white-label platform provider, mirroring Rootz's dual B2C/B2B positioning.
• ComeOn Group: ComeOn runs multiple online casino and sports brands (ComeOn, Mobilebet, Cherry Casino, SunMaker) on a shared platform. Directly comparable multi-brand iGaming operator targeting Nordic and European markets with in-house technology.
• Casumo Services Limited: Casumo is a Malta-licensed online casino known for gamified loyalty mechanics (adventure-style progression) closely analogous to Rootz's Levelz/Spinback. Direct peer given similar product differentiation through gamification and similar MGA-licensed European footprint.

Broad incumbents

• SoftSwiss: SoftSwiss is a leading iGaming software and white-label platform provider covering casino, sportsbook, and crypto casino verticals. Comparable as a turnkey/white-label technology competitor to Rootz's B2B platform offering.
• Kindred Group (Unibet): Kindred is a large European online gambling group (Unibet, Maria, 32Red, Bingo.com) with MGA licensing. Comparable in regulated multi-brand iGaming with Nordic roots, though significantly larger and broader in sportsbook focus.
• EveryMatrix: EveryMatrix is a major B2B iGaming platform and turnkey solutions provider (casino, sportsbook, payments). Comparable to the Rootz Platform's B2B/white-label positioning, though broader in scope and larger in scale.

Regional players

• Paf (Ålands Penningautomatförening): Paf is a Nordic (Åland-based) regulated gambling operator with strong Finnish and Swedish customer base. Comparable regional/market overlap in Finland and similar product breadth (casino, sports, poker) under a Nordic regulatory lens.
• Veikkaus Oy: Veikkaus is the Finnish state-owned gambling monopoly operator. Comparable only in the sense that it is the incumbent competitor for the same Finnish player base Rootz targets; not a direct product peer, but the dominant regional force shaping Rootz's market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rootz-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rootz Ltd