Wheelz
Wheelz is an online casino brand operated by Granturo Malta Ltd (part of The Wildz Group), offering 6,000+ games across multiple regulated markets with ML-driven personalization and the gamified Wheel of Spinz loyalty system.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wheelz does
Wheelz is an online casino brand operated by Granturo Malta Ltd, a Malta-incorporated private limited company and member of The Wildz Group, a multi-brand iGaming operator. The platform provides real-money casino gaming to individual consumers across multiple regulated markets including Canada, Finland, New Zealand, Germany, and additional international jurisdictions, offering over 6,000 game titles spanning slots, table games, live dealer, and jackpot games. Core technology is delivered via the shared Rootz platform used across Wildz Group brands, augmented by in-house machine learning systems that personalize rewards and detect anomalous activity, plus gamified loyalty mechanics anchored by the proprietary Wheel of Spinz feature. The platform is licensed by the Malta Gaming Authority under MGA/B2C/1079/2025 (issued September 10, 2025), ISO 27001 certified for information security, and GDPR-compliant for data handling.
The business model is freemium with a transaction-fee revenue mechanic: registration is free, players deposit funds (minimum €10) to wager, and the casino earns the house edge on net player losses after promotional costs. Acquisition runs primarily through the Wildz Affiliates program (third-party affiliate sites paid via revenue share or CPA), supplemented by SEO-optimized casino guide and blog content, email/SMS campaigns, and organic search. Customer support operates 24/7 in English, French, Finnish, and German via live chat and email. A multi-tiered Wheelz Loyalty program offers up to 20% weekly cashback with 1x wagering, personal account managers, and exclusive rewards to high-value players. Available payment methods include Visa, MasterCard, Skrill, Neteller, MiFinity, Paysafecard, Apple Pay, Trustly, Interac, and bank transfer, with country-specific availability.
Data note: the input firmographic snapshot and funding-round entries describe Wheelz as a San Francisco-based car-sharing platform founded in 2011 with $15.7M in venture funding (Series 1 from Felicis, Red Swan Ventures, and Social Capital; Series 2 led by Zipcar with Felicis and Fontinalis Partners). This appears to describe a separate entity that shares the Wheelz name and has been merged into the aggregated data record. The detailed operational data (products, partnerships, regulatory standing, technology) uniformly describes the Malta-based online casino, and that material has been treated as authoritative for this analysis given its depth and currency.
Wheelz firmographics
Firmographics- Name
- Wheelz
- Legal name
- Granturo Malta Ltd
- Website
- https://wheelz.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wheelz is an online casino brand operated by Granturo Malta Ltd (part of The Wildz Group), offering 6,000+ games across multiple regulated markets with ML-driven personalization and the gamified Wheel of Spinz loyalty system.
- Ownership category
- akta.pro rank
Wheelz industry classification
Industry- Product category
- Online Casino / iGaming
- NAICS
- Casinos (except Casino Hotels) (713210)
- akta.pro primary industry
- Real-Money Online Casino Operators (RNG Slots & Table Games) (MPAEABAA)
Keywords
Where Wheelz is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wheelz business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Player Deposits and Gaming Losses: Wheelz generates revenue from players depositing money into their accounts and wagering it on casino games. The house edge on slots, table games, and live dealer games provides the casino's profit margin. Revenue is realized as the aggregate net losses of players less bonuses, jackpots, and promotional costs.
- Bonus and Promotional Redemption: The company funds player bonuses (welcome offers, free spins, reload bonuses, cashback) as a customer acquisition and retention tool. Revenue is generated from the portion of player deposits not returned as winnings after wagering requirements are applied.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | No membership fee — players deposit funds to wager on games |
| Freemium | Pay-as-you-go | Loyalty/VIP tier with enhanced cashback and personal account management |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Wheelz product offering
Product offeringCore offering
Wheelz is an online casino platform offering over 6,000 real-money games including slots, table games, live dealer titles, and progressive jackpots from providers such as Play'n GO, Microgaming, NetEnt, Pragmatic Play, and Evolution Gaming. The platform is built on the proprietary Rootz technology stack and features the in-house Wheel of Spinz gamified rewards system, a machine learning personalization engine, and a multi-tier loyalty/VIP program with weekly cashback.
Product overview
Wheelz is an online casino platform operated by Granturo Malta Ltd, licensed by the Malta Gaming Authority. The core product is the Wheelz Online Casino offering over 6,000 games including slots, table games, live dealer games, and jackpot games from providers like Play'n GO, Microgaming, NetEnt, Pragmatic Play, and Evolution Gaming. The platform features a proprietary gamified rewards system anchored by the Wheel of Spinz feature, which advances through player activity and offers Free Spins. The ecosystem includes a multi-tiered Loyalty/VIP program with cashback up to 20%, dedicated account managers, and various promotional bonuses (Reload Bonuses, Balance Booster, Buy Free Spins Bundles). Regional variants serve Canada, Finland, New Zealand, and French Canada markets with localized payment methods and customer support languages.
Differentiator
Problem solved
Functional benefit
Products and services
- Wheelz Online Casino Real-money online casino platform offering over 6,000 games including slots, table games, live dealer titles, and progressive jackpots, operated by Granturo Malta Ltd under an MGA license and served via desktop and mobile browser with localized sites for Germany, Canada, Finland, New Zealand, and French Canada. Includes integrated loyalty mechanics (Wheel of Spinz), cashback bonuses, and 24/7 multilingual customer support.
Quantifiable outcome
- Over 6,000 games available to players
- +3 more outcomes
Companies that use Wheelz
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Wheelz technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
AI capability3 records
Feature4 records
Wheelz partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- Play'n GOcorePlay'n GO is one of the leading slot game providers featured on Wheelz Casino. Their titles (e.g., Book of Dead, Rise of Olympus) are available in the Wheelz game lobby. Play'n GO supplies the bulk of the slot game library.
- MicrogamingcoreMicrogaming is a top-tier game provider featured on Wheelz, supplying popular titles like Mega Moolah (progressive jackpot) and Immortal Romance. Their games are integrated into the Wheelz platform.
- NetEntcoreNetEnt is a leading game provider whose titles are featured on Wheelz Casino. Their slots and table games form part of the over 6,000 game library.
- Pragmatic PlaycorePragmatic Play is a prominent game provider on Wheelz, offering slots and live casino content. Games like Sweet Bonanza and Gates of Olympus are featured on the platform.
- Evolution GamingcoreEvolution Gaming supplies the live dealer casino experience at Wheelz, including authentic Roulette, Blackjack, and Monopoly LIVE. Their live casino products are central to Wheelz's live casino offering.
- Push GamingcorePush Gaming is listed as a key game provider partner for Wheelz Casino, supplying innovative slot titles as part of the platform's expansive game portfolio.
- Red Tiger GamingcoreRed Tiger Gaming is a game provider partner for Wheelz, contributing to the variety of slot games available on the platform.
- TG (Thunderkick)coreThunderkick (TG) is a game provider partner for Wheelz, supplying unique slot titles as part of the platform's diverse game library.
- GamomatcoreGamomat is a game provider featured on Wheelz Casino, providing additional slot game content to complement the major provider titles.
- VisacoreVisa credit and debit cards are accepted for deposits and withdrawals at Wheelz Casino. Minimum deposit of €10 applies. Credit card withdrawals may be subject to 1-3 day processing by the payment provider.
- MasterCardcoreMasterCard credit and debit cards are accepted for deposits and withdrawals at Wheelz Casino. Minimum deposit of €10 applies.
- SkrillcoreSkrill e-wallet is available for both deposits and withdrawals at Wheelz Casino, with a minimum deposit of €10. Skrill is one of several e-wallet payment options.
- NetellercoreNeteller e-wallet is available for both deposits and withdrawals at Wheelz Casino, with a minimum deposit of €10.
- MiFinitycoreMiFinity e-wallet is available for both deposits and withdrawals at Wheelz Casino, with a minimum deposit of €10.
- TrustlycoreTrustly is an online banking payment method available for deposits at Wheelz Casino in Finland, enabling players to deposit directly from their bank accounts using bank credentials.
- PaysafecardcorePaysafecard prepaid voucher is available for deposits at Wheelz Casino, allowing players to fund their accounts without sharing banking details.
- Apple PaycoreApple Pay is available for deposits and withdrawals at Wheelz Casino in select countries (Bolivia, Malta, Luxembourg, Andorra, Monaco, San Marino), with a minimum deposit of €10.
- InteraccoreInterac is available for Canadian players at Wheelz Casino, enabling local bank transfers for deposits and withdrawals in Canadian dollars.
- Wildz AffiliatescoreWildz Affiliates is the affiliate program for the Wildz Group, recruiting third-party affiliate websites to drive player acquisition for Wheelz and other Wildz Group brands. Testimonials from affiliates cite clear communication, reliable tracking, and strong results.
- Wildz GroupcoreWheelz is a brand within The Wildz Group, which operates multiple online casino brands (Wildz, Caxino, Wheelz, Spinz, Tuplaus) under a single MGA license. The group shares technology (Rootz platform), loyalty programs, and customer support infrastructure across brands. VIP Cashback is centralized across all Wildz Group brands.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wheelz competitors and assessment
Company assessmentDirect peers
- Tuplaus: Newer Wildz Group brand launched in 2025, running on the same Rootz platform. Same business model, regulatory framework, and product offering, though newer and likely at a smaller scale.
- Wildz: Sister brand within The Wildz Group, operating on the same Rootz platform and MGA license. Offers the same online casino product mix and player segments, making it the most directly comparable brand in the portfolio.
- Caxino: Another Wildz Group brand running on Rootz with the same product structure (slots, live casino, gamified rewards). Directly comparable in business model, content stack, and target player.
- Spinz Casino: Wildz Group brand sharing Rootz platform, MGA license, and game provider integrations. Operates the same real-money online casino model with overlapping markets and similar product offering.
- LeoVegas: Established European real-money online casino operator with similar product mix (slots, live dealer, gamified rewards) and a comparable multi-jurisdiction footprint across Europe, Canada, and beyond.
- Casumo: Multi-jurisdiction real-money online casino brand with a gamified adventure-style loyalty experience very similar in concept to Wheelz's Wheel of Spinz progress-bar mechanic. Direct comparable on player experience.
- Rizk Casino: Real-money online casino known for its gamified 'Wheel of Rizk' reward feature — conceptually the closest external analogue to Wheelz's Wheel of Spinz. Comparable in target customer, product, and gamification approach.
- Videoslots: Large real-money online casino with a very large game library from many of the same providers, operating in multiple regulated European markets — comparable in content breadth and market mix to Wheelz.
Broad incumbents
- Betsson: Multi-brand, publicly listed European online gambling operator with casino, sportsbook, and B2C brands across many jurisdictions. A broader incumbent with a significantly larger portfolio and capital base than Wheelz, but overlapping on the online casino product.
Others
- EveryMatrix: iGaming platform and content aggregator supplying turnkey technology and game aggregation to many online casino operators. Compares to Wheelz via the Rootz platform layer — EveryMatrix is an external alternative for the same type of infrastructure Wheelz relies on internally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wheelz social profiles
Digital presenceWheelz compliance and trust
Trust signalCompliance3 records
Wheelz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wheelz leadership team
Management profileNumber of profiles
Wheelz funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wheelz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wheelz
What does Wheelz do?
Wheelz is an online casino platform offering over 6,000 real-money games including slots, table games, live dealer titles, and progressive jackpots from providers such as Play'n GO, Microgaming, NetEnt, Pragmatic Play, and Evolution Gaming. The platform is built on the proprietary Rootz technology stack and features the in-house Wheel of Spinz gamified rewards system, a machine learning personalization engine, and a multi-tier loyalty/VIP program with weekly cashback.
Is Wheelz a public or private company?
Wheelz is a private company. It is classified as corporate owned and is currently operating.
When was Wheelz founded?
Wheelz was founded in 2011. It employs 11 to 50 people.
Where is Wheelz based?
Wheelz is headquartered in San Francisco, United States, in the North America region.
How does Wheelz make money?
Two revenue lines are on record. Player Deposits and Gaming Losses are the primary driver. The others are bonus and Promotional Redemption.
Who are Wheelz's main competitors?
Direct peers on record are Tuplaus, Wildz, Caxino, Spinz Casino, LeoVegas, Casumo, Rizk Casino and Videoslots. Betsson is listed as a broad incumbent. EveryMatrix is listed as an others.
Does Wheelz have an API?
No public API is recorded for Wheelz.
What industry is Wheelz in?
Wheelz's product category is Online Casino / iGaming. Its primary akta.pro industry code is MPAEABAA, Real-Money Online Casino Operators (RNG Slots & Table Games). Its NAICS code is 713210.