Glück

What Glück does

Glück, operating commercially as G Games, is a privately held B2B real-money iGaming content developer headquartered in London with registered entities across the United Kingdom, Gibraltar, Germany, Malta, and Spain. The company was formed in 2018 from the merger of Gamevy (founded 2013) and Gluck Games, and operates game studios in London, St Julians, Bilbao, and Berlin. G Games produces approximately 40 new titles per year across two principal product lines: G Slots & Table Games (slot games, roulette, blackjack with proprietary mechanics such as multiplayer slots, split symbols, expanding wilds, Trio Bonus, and skill-based mini-games) and G Lotto (video bingo, keno, scratch cards, and instant-win games for WLA members). The technology stack is an HTML5 real-money gaming platform with cross-platform mobile and desktop compatibility.

The company's business model is B2B licensing and royalties. Games are delivered to operators either through direct API integration or indirectly via major platform aggregators including Yggdrasil Gaming, SG Digital, Microgaming, iSoftBet, EveryMatrix, Relax Gaming, SoftGamings, Slotegrator, Iforium, and BetConstruct. The company states it adds a new platform or direct integration every month. Customer segments split between commercial online casino operators (Betfred, BlueOcean Gaming, PariMatch, Luckia) and WLA-affiliated lottery operators (The Health Lottery, Lottomatica, Sisal, Latvijas Loto, Norsk Spil, Loto-Quebec). G Playtesting is an additional service line paying GBP 35/hour for player feedback prior to release. The company holds a UK Gambling Commission licence (account 38979) and operates under founder/CCO Helen Walton with a flat organizational structure.

Name

Glück

Legal name

G Gaming Ltd

Website

https://g.games

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Glück (G Games) is a B2B real-money iGaming content developer producing approximately 40 slots, table, and lottery titles annually for online casino operators and WLA lottery members, distributed via platform aggregators and direct integrations across European and Asian regulated markets.

Ownership category

akta.pro rank

Product category

iGaming Software

NAICS

Software Publishers (5132), Gambling Industries (7132)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer) (MPAEABAJ)

akta.pro secondary industries

iGaming/Online Slot Content & Remote Game Servers (RGS) (MPAEAJAI), Bingo Content & Game Suppliers (Themes, RNG, Chat/Community Features) (MPAEAGAF)

Keywords

• Real money gaming
• Online casino games
• Slot game development
• Lottery game software
• IGaming content

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Game Licensing to Operators: G Games licenses its slot and lottery games to online casino operators and lottery organizations. Games are integrated via platform aggregators or direct API integration. Operators pay for the right to offer G Games content to their players.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Glück (operating as G Games) develops and licenses HTML5-based real-money slot, table, and lottery games (including scratch cards, keno, video bingo, and instant win titles) to online casino operators and national/state lottery organizations. The studio releases approximately 40 new game titles per year and distributes content both directly via API and through major platform aggregators such as Yggdrasil, SG Digital, and Microgaming. Differentiated mechanics include multiplayer slots, split symbols, expanding wilds, Trio Bonus, and skill-based mini-games embedded in slots.

Product overview

Glück (operating as G Games / G.Games) is a real-money games producer formed from the 2018 merger of Gamevy and Gluck Games. The company operates as a unified platform with distinct product lines: G Slots & Table Games (g.games) offering casino games including slots and table games; G Lotto (lotto.g.games) providing lottery games, video bingo, keno, and scratch cards; and G Playtesting for player-centered market research. The portfolio spans approximately 40 new game titles released annually, including slot games, table games (roulette, blackjack), lottery products, and instant win games, distributed through direct integration and third-party casino platform partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• G Slots & Table Games

Quantifiable outcome

• 40 titles released per year
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered core.

• Yggdrasil GamingcoreTechnology or IntegrationYggdrasil Gaming is a major platform aggregator through which G Games distributes its slot content. G Games has been featured in Yggdrasil's portfolio including games like Tiger Tiger and Cthulhu under the Yggdrasil Picks program.
• SG DigitalcoreTechnology or IntegrationSG Digital is a leading platform provider distributing G Games content to casino operators globally through their aggregation platform.
• MicrogamingcoreTechnology or IntegrationMicrogaming is a major casino platform operator distributing G Games content through their extensive operator network.
• iSoftBetcoreTechnology or IntegrationiSoftBet distributes G Games titles through their platform to casino operators in regulated markets.
• EveryMatrixcoreTechnology or IntegrationEveryMatrix is a platform provider distributing G Games content to their operator customers.
• Relax GamingcoreTechnology or IntegrationRelax Gaming aggregates G Games content for distribution through their Silver Bullet and Powered By Relax programs.
• SoftGamingscoreTechnology or IntegrationSoftGamings distributes G Games titles through their aggregated casino platform to operators worldwide.
• LuckiacoreChannel Partner/ Reseller/ DistributorLuckia is a Spanish gaming operator through which G Games expanded its operations into the Spanish market.
• Solid GamingcoreChannel Partner/ Reseller/ DistributorSolid Gaming integrates G.Games' slots specifically for distribution in Asian markets.
• The Health LotterycoreChannel Partner/ Reseller/ DistributorThe Health Lottery is a UK society lottery that uses Gluck's lottery games including the Health Lottery branded video product.
• LottomaticacoreChannel Partner/ Reseller/ DistributorItalian gaming company Lottomatica uses Gluck's lottery game content for their digital lottery offerings.
• SisalcoreChannel Partner/ Reseller/ DistributorSisal, a leading Italian gaming company, distributes Gluck lottery games to their player base.
• Latvijas LotocoreChannel Partner/ Reseller/ DistributorThe Latvian national lottery operator Latvijas Loto uses Gluck's lottery gaming content.
• Norsk SpilcoreChannel Partner/ Reseller/ DistributorNorwegian gaming company Norsk Spil distributes Gluck lottery games to players in Norway.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Pragmatic Play: One of the largest multi-product iGaming suppliers producing high-volume slot, live casino, and bingo content distributed via aggregators to online casino operators globally. Most directly comparable to G Games on slot studio model, multi-aggregator distribution, and content velocity.
• Hacksaw Gaming: Malta-based digital slot and instant-win studio distributing through aggregators to operators in regulated markets. Closely comparable as a focused slot/instant-win studio with proprietary mechanics and strong European footprint.
• ELK Studios: Swedish slot studio with a similar mid-sized portfolio of mechanic-led online slot games distributed through tier-1 aggregators to regulated European operators. Comparable on boutique studio profile, slot focus, and aggregator-led GTM.
• Nolimit City: Malta-based slot studio specializing in proprietary xMechanics and high-volatility content distributed globally through aggregators. Comparable on boutique studio scale, proprietary-mechanic differentiation, and aggregator distribution.
• Big Time Gaming: Australian-origin slot studio and inventor of the Megaways mechanic, licensed across major aggregators and operators. Comparable on slot-only focus, proprietary mechanics, and licensing-led distribution model.
• Inspired Entertainment: US-listed supplier of slot, lottery, and virtual sports content to operators and lotteries globally. Comparable on the combination of slot content publishing and dedicated lottery/WLA customer base, addressing both casino and lottery operators.
• Push Gaming: UK-headquartered slot studio known for high-volatility, mechanic-driven games distributed through aggregators to online casino operators. Comparable on slot-only focus, European regulation, and aggregator-led distribution model.
• Relax Gaming: Slot studio and aggregator operator running the Silver Bullet and Powered By Relax distribution programs used by G Games. Directly comparable as a slot studio peer and as a competing content distribution ecosystem.
• Play'n GO: Swedish-origin slot and table game studio with a similarly broad operator distribution footprint, large slot portfolio, and regulated-market licensing across Europe. Comparable on product category (online casino slots), B2B licensing model, and European jurisdictional reach.

Broad incumbents

• Evolution Gaming: Dominant live casino and slot (via NetEnt and Red Tiger) supplier listed on Nasdaq Stockholm. Comparable as an incumbent iGaming content publisher operating across slots and adjacent verticals, with much larger scale and broader product portfolio than G Games.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gamevy
• Instagraminstagram.com/gforthegamers
• Xx.com/gluckgames
• Facebookfacebook.com/gluckgames

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Glück