Game Nation

What Game Nation does

Game Nation is the trading brand of City Gaming Limited, a privately held UK gambling operator headquartered in Soho, London. Founded in 2019, the company has scaled from a three-person team to over 500 employees and now operates more than 50 Adult Gaming Centres (AGCs) across England, with the largest Central London footprint among UK high street slot operators and a stated position as the UK's third largest high street slots operator. The venue estate is concentrated in South-East England, offers stakes ranging from 10p to £2 per play with jackpots between £5 and £500, and features content from Inspired Gaming, Light and Wonder, Blueprint, and Novomatic — including Aurora, Equinox, Flex, and Magic Games HD hardware.

The operating model combines physical venues, an online gaming platform (slots and 24/7 bingo rooms at game-nation.co.uk/client), and a mobile rewards application available on iOS and Android. Underlying technology infrastructure is built around Rimini Systems' Guardian CMS — a cloud-based EGM management, tablet operations, and TITO cashless payment platform that has processed over £200m of transactions across the estate — supplemented by ASK Global Solutions cash management kiosks. Distribution is omnichannel: customers can visit venues, play online, or collect and redeem loyalty points via the Game Nation Rewards app. The company also runs a flagship BTCC motorsport sponsorship with 2024 Independent Champion Árón Taylor-Smith.

Revenue is generated primarily through transaction fees on slot machine play in AGCs (Category B3 and Category C machines) and online gaming (slots and bingo). The customer base is entirely retail consumer — UK adults aged 18+ — and the company is licensed by the UK Gambling Commission under three corporate vehicles (City Gaming Limited, Family Leisure Holdings Limited, and Mulbrook Limited). Pricing is unit-based with no subscription model: minimum £20 first deposit unlocks a £20 Game Bonus with 10x wagering for online play, while physical venues operate pay-as-you-go with free refreshments, machine reservation, and loyalty rewards included. No public funding rounds, revenue figures, or institutional investor disclosures are present in the available data.

Name

Game Nation

Legal name

City Gaming Limited

Website

https://game-nation.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Game Nation is the UK's third largest high street slot venue operator, running 50+ Adult Gaming Centres across England under City Gaming Limited, alongside an online slots and bingo platform and a mobile rewards app serving adult (18+) leisure gaming consumers.

Ownership category

akta.pro rank

Product category

Slot Machine Gaming

NAICS

Amusement Arcades (71312), Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amusement/Redemption Arcade Machines (Ticket & Prize) (MPAEAJAD)

akta.pro secondary industry

Game Streaming & Spectatorship Platforms (BPAMAKAI)

Keywords

• Adult gaming centres
• Slot machine venues
• Online bingo gaming
• Cashless gaming payments
• Loyalty rewards programme

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices40 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Slot Machine Gaming: Revenue generated from slot machine gameplay in adult gaming centres. Customers stake between 10p and £2 per play with jackpots ranging from £5 to £500.
2. Online Gaming: Online slots and bingo gaming with welcome bonuses and promotional offers for new players.
3. Bingo Gaming: 24/7 bingo rooms with games ranging from free games to big jackpot rooms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Game Nation operates 50+ physical Adult Gaming Centres (high street slot venues) across England and an online slots and bingo platform. The venues offer the latest slot machines (Aurora, Equinox, Flex, Magic Games HD) with stakes from 10p to £2 and jackpots from £5 to £500, while the online platform delivers web-based slots and 24/7 bingo gaming. Both channels are supported by a mobile loyalty rewards scheme (Game Nation Rewards) accessible via iOS/Android app.

Product overview

Game Nation operates as the UK's third largest high street slot venue operator, offering a dual-channel entertainment platform. The core offering consists of physical Adult Gaming Centres (over 40 venues, including the largest number in Central London) and an online slots and bingo platform. Physical venues feature the latest slot machines including Aurora, Equinox, Flex, and Magic Games HD, with stake ranges from 10p to £2 and jackpots up to £500. The online platform provides access to slots (Rainbow Riches, 88 Fortunes, 9 Pots of Gold, Fruit Blast Fusion, Slingo Rainbow Riches) and 24/7 bingo rooms (Bingo Deal, Easy Peasy, Top of the Shop). Both channels are supported by the Game Nation Rewards loyalty program accessible via mobile app, enabling point collection and redemption on daily games. The company sources machines from Inspired Gaming, Light and Wonder, Blueprint, Novomatic, and other suppliers. The operation is licensed by the UK Gambling Commission under City Gaming Limited.

Differentiator

Problem solved

Functional benefit

Products and services

• Game Nation Adult Gaming Centres Network of 50+ high street Adult Gaming Centres across England offering the latest slot machines (Aurora, Equinox, Flex, Magic Games HD) with stakes from 10p to £2 per play and jackpots from £5 to £500. Many venues operate 24/7 with free refreshments, friendly staff, machine reservation, loyalty rewards, and hygienic mobility-friendly facilities. Targeted at UK adults aged 18 and over.
• Game Nation Online Gaming Platform Web-based online slots and bingo gaming platform accessible via browser at game-nation.co.uk/client, offering games such as Rainbow Riches, 88 Fortunes, Beat the Bobbies, 9 Pots of Gold, Vegas Big Ticket, Slingo Rainbow Riches, Fruit Blast Fusion and Congo Cash. Includes 24/7 bingo rooms ranging from free games (On the House) to high-stakes rooms (Top of the Shop). New players receive a £20 Game Bonus on a £20 minimum deposit with 10x wagering, valid for 5 days. Payment methods include Visa, Mastercard, PayPal, Apple Pay and Google Pay. Targeted at UK adults aged 18 and over.

Quantifiable outcome

• Processed over £200 million in transactions via TITO technology
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Árón Taylor-Smith (BTCC)flagshipGTM or Marketing Partner · 7 January 2025Partnership with 2024 BTCC Independent Champion Árón Taylor-Smith for 2025 racing season. Includes race day experiences for customers, Game Nation branding on race helmet, and visibility on ITV broadcast. Marketing programme extending beyond generic sponsorship to bespoke content creation and venue team experiences.
• Rimini SystemscoreTechnology or Integration · 13 April 2022Partnership to deploy Rimini Systems' Guardian CMS solution across entire AGC operation. The cloud-based EGM management and cashless payment technology includes a tablet solution for site operations and comprehensive management portal. Guardian TITO module has processed over £200m of transactions.
• ASK Global SolutionscoreTechnology or IntegrationStrategic relationship to deliver integrated Cash Management and Cash Redemption kiosks solution for all venues. Both companies have rapidly grown in size and the partnership has helped ASK Global Solutions supply over 200 venues using its products.
• InspiredcoreTechnology or IntegrationStrategic partnership delivering over £7 million in machines across B3 & Cat C product range as part of Game Nation's ambitious machine deployment strategy. Games delivered through Flex & Prismatic hardware range.
• Narinder "Nindi" DhanjalcoreOthersAppointment of industry veteran with 40 years of gaming experience (including William Hill and Paddy Power) as Compliance Manager to oversee regulatory compliance and safer gambling across 43 Adult Gaming Centres.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BingoNation
• Instagraminstagram.com/gamenationgb
• LinkedInlinkedin.com/company/city-gaming-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Game Nation