Zariba Group

What Zariba Group does

Zariba Group is a privately held mobile game development, publishing, and marketing company headquartered in Varna, Bulgaria, founded in 2007. It operates three specialized studios: Zariba Games (legacy mobile iOS/Android studio, founded 2007), Casualino (HTML5 card and board games subsidiary, established 2014), and LuckyPlay (Roblox-focused game studio). The group's portfolio spans more than 100 published titles with cumulative downloads exceeding 100 million worldwide, anchored by flagship multiplayer card games VIP Belote (top 3 ranked in France), VIP Spades, VIP Tarot, and Belot.bg (80,000+ daily active users in Bulgaria). Underlying technology is built on Unity, Cocos2D, Cocos2D-X, HTML5, Java, and Adobe Air/Flash, with HTML5 used for cross-platform play across browsers, Facebook, and mobile devices.

The company operates a primarily B2C freemium model with in-app purchases of virtual attributes (processed via PayPal, Xsolla, Apple, Google, Epay, Easypay, and Alterpay), supplemented by subscription services in select titles. Distribution is multi-channel across iOS App Store, Google Play, HTML5 web platforms (casualino.games, vipgames.com), Facebook Gaming, alternative app stores, and Roblox. A secondary B2B revenue stream historically derives from outsourced branded game development for major partners including Walt Disney, McDonald's, Samsung, LG, and Kakao. Geographic focus centers on European markets (Bulgaria, France) with emerging distribution into the Middle East (via Tamatem) and Korea (via Kakao).

Since 2022, Zariba Group has been a subsidiary of 52 Entertainment. The company also operates community-facing programs — the Zariba Game Academy (free Unity and Roblox training courses), a Chess Club, and a Math Club — which function as both talent pipeline and brand-building activities. The leadership team comprises Managing Director George Boychev, CTO Dimitar Nedelchev, and CMO Iskren Yordanov as founders, supported by Senior Developer Viktor Vasilev, Lead Game Developer Ivailo Dimitrov, Lead Community Manager Radostina Tasheva, and HR & Administration Manager Anna Palazova. Total disclosed headcount is 80+ professionals across the group.

Name

Zariba Group

Legal name

Zariba LTD

Website

https://zariba.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Zariba Group is a Bulgaria-based mobile game developer and publisher operating three studios (Zariba Games, Casualino, LuckyPlay) focused on cross-platform card, board, and casual games for European and global consumers, monetized via freemium in-app purchases and subscriptions.

Ownership category

akta.pro rank

Product category

Mobile Gaming

NAICS

Software Publishers (51321), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Mobile & F2P Game Studios (MPAFAAAB)

akta.pro secondary industries

Mobile App Stores (General) (MPAFACAC), Mobile Game Publishing & App Game Stores (BPAMAKAB), Digital/Hybrid Board Games & Companion-App Enabled Games Retail (CRALALAO)

Keywords

• Mobile game development
• Card and board games
• HTML5 gaming platform
• Game publishing
• Freemium mobile games

Headquarters

HQ city

Varna

HQ country

Bulgaria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. In-App Purchases (Virtual Attributes): Freemium model where users receive free virtual attributes upon registration and can purchase additional virtual attributes. Virtual attributes have no intrinsic monetary value and cannot be redeemed for cash.
2. Subscription Services: Some games offer subscription services with recurring billing. Subscriptions provide enhanced features, bonuses, and exclusive content. Auto-renewal with billing periods.
3. In-Game Purchases: Virtual items and attributes purchased through payment systems including PayPal, Xsolla, Google, Apple, Epay, Easypay, and Alterpay.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Zariba Group is a mobile game developer, publisher and marketer that operates three studios (Zariba Games for iOS/Android mobile games, Casualino for HTML5 card and board games, and LuckyPlay for Roblox titles). It publishes and self-distributes a portfolio of 50+ games, including multiplayer card titles (VIP Belote, VIP Spades, VIP Games, Belot.bg) and HTML5 casual games, monetized primarily through freemium in-app virtual item purchases and optional subscriptions. It also provides outsourced branded game development services for major brands such as Disney, Samsung, LG, and McDonald's.

Product overview

Zariba Group is a mobile game development company with three studios: Zariba Games (iOS/Android mobile games, founded 2007), Casualino (HTML5 card and board games, founded 2014), and LuckyPlay (Roblox games). The portfolio spans over 50 games including multiplayer card games like VIP Belote, VIP Spades, and VIP Games platform, as well as board games such as Backgammon, Ludo, Dominoes, and Hearts. The company also operates community programs including the free Zariba Game Academy (offering Unity and Roblox development courses), Chess Club, and Math Club. Games are published under multiple brands targeting different markets, with VIP titles dominant in European markets and Belot.BG leading the Bulgarian market.

Differentiator

Problem solved

Functional benefit

Brands

• Casualino: Subsidiary focused on HTML5 card and board games; operates popular games like Belot.bg and VIP Belote.
• Zariba Games
• LuckyPlay Studio

Products and services

• VIP Belote Multiplayer online Belote card game available on web and mobile platforms; top-ranked card game in France and other European countries.
• VIP Spades Multiplayer online Spades card game playable on web and mobile; available through the VIP Games platform.
• VIP Games Online gaming platform hosting multiple card and board games including Klaverjas; accessible via web, mobile, and Facebook.
• VIP Tarot Multiplayer online Tarot card game accessible through web browser.
• Belot.bg Online Belote card game platform targeting the Bulgarian market; launched in 2015 and became the most popular online card game in Bulgaria.
• Spades Offline Single-player Spades card game available for download on Android devices.
• Backgammon HTML5-based online Backgammon game playable in web browsers through the Casualino platform.
• Hearts HTML5-based online Hearts card game playable in web browsers through the Casualino platform.
• Dominoes HTML5-based online Dominoes game playable in web browsers through the Casualino platform.
• Euchre HTML5-based online Euchre card game playable in web browsers through the Casualino platform.
• Rummy HTML5-based online Rummy card game playable in web browsers through the Casualino platform.
• Ludo HTML5-based online Ludo board game playable in web browsers through the Casualino platform.
• Crazy Eights HTML5-based online Crazy Eights card game playable in web browsers through the Casualino platform.

Quantifiable outcome

• 100M+ cumulative downloads worldwide
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• 52 EntertainmentcoreOthers · 1 January 2022Since 2022, Zariba has been part of the 52 Entertainment family, representing a significant corporate restructuring and ownership change.
• Walt DisneyflagshipChannel Partner/ Reseller/ DistributorZariba worked as an outsource company for Walt Disney, developing branded games and content for Disney properties.
• SamsungcoreChannel Partner/ Reseller/ DistributorPartnership with Samsung for game distribution and branded content development.
• LGcoreChannel Partner/ Reseller/ DistributorPartnership with LG for game distribution and branded content development.
• McDonald'sflagshipChannel Partner/ Reseller/ DistributorEarly outsourcing client for branded game development.
• TamatemminorChannel Partner/ Reseller/ DistributorPartner for game publishing and distribution in the Middle East market.
• KakaominorChannel Partner/ Reseller/ DistributorPartnership with Kakao platform for game distribution.
• UpjersminorStrategic or Co-development PartnerEarly outsourcing partner for game development projects.
• HarcourtminorStrategic or Co-development PartnerEarly outsourcing partner for game development projects.
• Unity TechnologiescoreTechnology or IntegrationUnity is used as the primary game engine for development courses at Zariba Game Academy. Unity Technologies partnership provides the technology foundation for game development training.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Roblox Corporation: Platform operator for Roblox, where Zariba's LuckyPlay studio publishes games. Comparable as the underlying platform and ecosystem monetisation partner, not a direct game competitor.

Broad incumbents

• Zynga: One of the largest mobile and social free-to-play game publishers, including Words With Friends and Zynga Poker. Comparable in cross-platform (mobile + Facebook) free-to-play social multiplayer distribution, though at vastly larger scale.
• Playtika: Israeli mobile and social casino game developer/publisher with a portfolio of free-to-play titles monetised through IAP. Comparable freemium model and platform distribution, though focused on casual/slot genres rather than traditional card games.
• Voodoo: French mobile game publisher known for hypercasual hits with billions of cumulative downloads. Comparable as a mobile-first, multi-studio publisher focused on casual free-to-play games, though Voodoo's portfolio is centred on hypercasual rather than card/board games.

Direct peers

• CrazyGames: Browser-based (HTML5/WebGL) casual games portal hosting card, board and multiplayer titles. Directly comparable to Casualino on cross-platform HTML5 multiplayer card/board distribution, with overlap on titles like Backgammon, Ludo and Dominoes.
• Papaya Gaming: Mobile and social casino game developer focused on card, bingo and board games with multiplayer/social features. Closely comparable to Casualino's portfolio of casual multiplayer card games monetised via IAP.
• Belote.com: Leading online Belote platform with strong French-language presence. Most direct competitor to VIP Belote in the same Belote/Spades card-game category targeting French-speaking players in France and francophone Europe.
• GameDuell: European online skill-based card and board games platform (Belote, Hearts, Spades, Backgammon). Highly comparable to Casualino's VIP and Casualino portfolio targeting the same European social multiplayer card-game player.
• KamaGames: Developer and publisher of mobile and social casino card/board games (poker, rummy, backgammon). Directly comparable to Zariba on social casino-style card/board game publishing and cross-platform mobile/social distribution.

Regional players

• Tamatem Games: Leading mobile game publisher in the Middle East and Arabic-speaking markets. Comparable as a regional publishing/distribution partner and operator of localised casual card/board games — and an existing Zariba distribution partner via Tamatem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ZaribaLtd
• YouTubeyoutube.com/c/ZaribaLtd/featured
• Facebookfacebook.com/ZaribaLtd
• LinkedInlinkedin.com/company/674399

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Zariba Group