Guts

What Guts does

Guts is an online gambling platform operated by Zecure Gaming Limited, a Malta-incorporated private limited company (registration C 69036). Founded in 2013, Guts offers a multi-vertical iGaming experience combining online casino, live dealer casino, sports betting, and poker under a single account, targeting adult consumers in regulated English-speaking markets including the UK, Canada, New Zealand, and other permitted jurisdictions. The platform explicitly excludes a long list of restricted countries (US, Germany, Sweden, Netherlands, and others) consistent with its Malta Gaming Authority and UK Gambling Commission licensing footprint.

The product is built as a self-serve web platform (desktop and mobile web) plus a downloadable poker client, integrating games from more than 50 third-party providers (Pragmatic Play, Evolution, Play N Go, Games Global, NetEnt, Relax Gaming, Push Gaming, NoLimit City). Core proprietary elements include the Game of Guts loyalty program — a wager-free progression mechanic offering Free Spins, Super Spins, and cash rewards up to €2,500 — and branded tables/games, while RTP, jackpot mechanics, and odds economics are provided by the underlying game suppliers. Payments are processed in-house across Visa, Mastercard, Neteller, Skrill, Paysafecard, and Trustly, with same-day e-wallet withdrawals highlighted as a differentiator, and customer support is operated 24/7.

Guts generates revenue primarily through transaction-fee economics: casino house edge on slots and table games, live-dealer margins, poker rake (€5 bonus per €25 raked as a marketing signal), and sports-betting margin on thousands of events. Marketing and distribution is direct-to-consumer via organic SEO, paid acquisition through the Betsson Group Affiliates network, Facebook, email, and on-platform promotional content, with no physical retail presence. Alternative dispute resolution is provided by eCOGRA. The business is privately held, has no disclosed funding rounds, parent company, or institutional investors in the public record, and is operated by a lean team of 11-50 employees.

Name

Guts

Legal name

Zecure Gaming Limited

Website

https://guts.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Guts is a Malta-based online gambling platform operated by Zecure Gaming Limited, offering casino games, live dealer, sports betting, and poker under a single account. Licensed by the MGA and UKGC, it serves individual adult players across the UK, Canada, New Zealand, and other permitted jurisdictions.

Ownership category

akta.pro rank

Product category

Online Gambling

NAICS

Casinos (except Casino Hotels) (71321), Gambling Industries (7132)

akta.pro primary industry

Online Poker Casinos (Casino + Poker Rooms) (MPAEABAC)

Keywords

• Online casino games
• Sports betting platform
• Online poker rooms
• Live dealer casino
• IGaming platform

Headquarters

HQ city

Mosta

HQ country

Malta

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Casino House Edge: Guts generates revenue through the mathematical house edge on casino slot games, table games, and live dealer games. The casino features thousands of games from multiple providers with varying RTPs.
2. Poker Rake: Poker revenue is generated through rake collected from hands played. The poker welcome bonus offers €5 for every €25 raked, demonstrating the rake-based revenue model.
3. Sports Betting Margins: Revenue generated from sports betting odds margins across thousands of sports markets and events worldwide.
4. Promotional Bonuses: Various bonus structures including welcome bonuses, reload bonuses, and free spins that drive player acquisition and retention while maintaining wagering requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Guts is an online gambling platform operated by Zecure Gaming Limited that offers four core product verticals: online casino (slots, table games, jackpots), live dealer casino, sports betting, and online poker. The platform aggregates content from 50+ third-party game providers including Pragmatic Play, Evolution, Play N Go, and Games Global, and earns revenue through casino house edge, poker rake, and sports betting margins.

Product overview

Guts is an online gambling platform operated by Zecure Gaming Ltd., offering a multi-product iGaming experience. The platform consists of four core products: Online Casino (slots, table games, jackpots), Live Casino (dealer-hosted games), Sportsbook (pre-match and live sports betting), and Poker (browser and downloadable client). These core products are supplemented by the Game of Guts loyalty program that rewards players with free spins and cash across all gaming vertical.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Casino Online casino platform featuring slot games, table games, video poker, and progressive jackpots from multiple game providers including Play N Go, Pragmatic Play, and NetEnt. Offers hundreds of casino games across categories such as New, Trending, Exclusive, Jackpots, Slots, Table Games, and Virtual Sports. Targeted at adult consumers seeking online gambling entertainment.
• Live Casino Live dealer casino games including Live Blackjack, Live Roulette, Live Baccarat, and game shows such as Crazy Time and Funky Time, powered primarily by Evolution Gaming and Pragmatic Play. Targeted at players seeking real-time dealer-hosted casino experiences.
• Sportsbook Online sports betting platform covering football, basketball, tennis, and other sports events worldwide. Offers live streaming and price boost promotions across thousands of pre-match and in-play markets. Targeted at sports bettors in regulated markets.
• Poker Online poker platform available via browser and downloadable client as part of the iPoker network. Offers tournaments, cash games, network tournaments, Guts exclusives, welcome bonuses up to €1,000 wager-free, and loyalty cashback up to 30%. Targeted at poker enthusiasts.

Quantifiable outcome

• 60-second average chat response time for customer support
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Betsson Group AffiliatesminorChannel Partner/ Reseller/ DistributorGuts operates its affiliate program through the Betsson Group Affiliates platform, leveraging the affiliate network for customer acquisition and marketing partnerships.
• eCOGRAminorOtherseCOGRA serves as the independent Alternative Dispute Resolution (ADR) provider for Guts, offering players free access to dispute resolution services if internal complaints procedures fail to resolve issues.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Unibet (Kindred Group): Large multi-vertical online gambling operator with MGA and UKGC licensing covering casino, sports, and poker. Competes with Guts across most of its served markets but at significantly greater scale.
• 888 Holdings: Large publicly listed online casino, sports, and poker operator with MGA, UKGC, and other top-tier licenses. A larger-scale competitor operating the same product verticals across overlapping regulated markets.
• Betsson Group: Large publicly listed multi-brand iGaming operator running multiple casino, sportsbook, and poker brands under MGA and UKGC licensing. Comparable vertically integrated offering and likely parent/affiliate of Guts via shared affiliate infrastructure.

Direct peers

• LeoVegas: Multi-vertical online casino and sportsbook operator with MGA and UKGC licensing, serving similar European and English-speaking markets. Directly comparable multi-product iGaming model and target customer base.
• Casumo: MGA-licensed online casino with a gamified loyalty/level-up mechanic, directly analogous to Guts' Game of Guts progression model. Targets the same European and English-speaking player base with a similar product-led experience.
• PlayOJO (SkillOnNet): Online casino known for wager-free bonuses and transparent terms, MGA and UKGC licensed. Shares Guts' value proposition of no-hidden-terms differentiation in a crowded casino market.
• Rizk Casino: Online casino operator with a distinctive proprietary loyalty/rewards concept (Wheel of Rizk), MGA-licensed, and similarly focused on differentiated player experience over scale. Closely comparable to Guts on positioning and regulatory footprint.
• Slotty Vegas: MGA-licensed online casino operator with multi-provider game aggregation and loyalty mechanics. Comparable in scale, regulatory posture, and content strategy to Guts.
• Videoslots: MGA and UKGC-licensed online casino operator with an extremely large aggregated game library from multiple providers. Comparable content-aggregation strategy and regulatory footprint to Guts.
• Mr Green (Kindred Group): Online casino and sportsbook operator under MGA and UKGC licensing with strong responsible-gaming positioning. Comparable multi-vertical offering and overlapping markets in the UK, Nordics, and English-speaking regions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GutsCasino
• Xx.com/gutsgaming
• LinkedInlinkedin.com/company/guts-gaming-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Guts