TRUELAB
TrueLab is a Malta-based B2B iGaming slot game studio developing HTML5 slots, crash games, and table games with proprietary mechanics, distributed via Yggdrasil, SoftSwiss, and Hub88 to 500+ casino brands worldwide.
- Company typePrivate
- Founded2019
- HeadquartersBirkirkara, Malta
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What TRUELAB does
TrueLab (legal entity True Ltd.) is a Malta-based B2B iGaming slot game studio founded in 2019 as part of the True Flip group. The studio develops HTML5 slot games distributed exclusively through business partnerships with online casino operators, game aggregators, and platform providers. Its 40+ game portfolio includes modern high-volatility slots (Battle Rage, Guns, Love & Therapy, Dr. Rock series), classic-themed slots (Red Hot 50/100, Arctic Spin), crash-style instant games (Monkey Money), and table games (European and American Roulette), differentiated by proprietary mechanics such as Dynamic Reels, TrueXwin, Dynamic Ways, Cash Collector, Cascading Clusters, and Rage Multiplier Accumulator. Games are unified under the "TRUE World" narrative universe and certified by iTechLabs (RNG) and eCOGRA, with the MGA Critical Gaming Supply licence (MGA/B2B/637/2018) underpinning multi-jurisdiction compliance.
The studio's go-to-market is channel-partner-led: games reach operators primarily through Yggdrasil's GATI/YG Masters network, SoftSwiss Game Aggregator, and Hub88/Coingaming Group, giving single-integration access to 500+ casino brands worldwide including Stake, Vavada, 1xBet, Bitcasino.io, Sportsbet.io, and Avento MT's portfolio. Revenue is generated via licensing fees and revenue-share arrangements on real-money play, augmented by Buy Bonus functionality that drives incremental per-spin spend. The company is actively hiring across 13 functional areas, expanded into NFT-based loyalty mechanics via TrueCoin and the True Future partnership, and rebranded to TRUE LABS in September 2025. Distribution to 25+ countries across EMEA, LATAM, and APAC is supported by event-led pipeline development (SiGMA Malta, SiGMA Dubai) and affiliate/media partnerships (SlotsWise, Gamblersconnect, Gamblorium).
TRUELAB firmographics
Firmographics- Name
- TRUELAB
- Legal name
- True Ltd.
- Website
- https://truelab.games
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TrueLab is a Malta-based B2B iGaming slot game studio developing HTML5 slots, crash games, and table games with proprietary mechanics, distributed via Yggdrasil, SoftSwiss, and Hub88 to 500+ casino brands worldwide.
- Ownership category
- akta.pro rank
TRUELAB industry classification
Industry- Product category
- iGaming Slot Game Development
- NAICS
- Other Gambling Industries (713290)
- akta.pro primary industry
- Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer) (MPAEABAJ)
Keywords
Where TRUELAB is headquartered
LocationHeadquarters
- HQ city
- Birkirkara
- HQ country
- Malta
- HQ region
- Europe
Offices1 record
Markets served
TRUELAB business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Slot Game Licensing to Operators and Aggregators: TrueLab develops and licenses HTML5 slot games to casino operators and game aggregators. Operators integrate TrueLab's game suite via direct API, aggregator platforms (SoftSwiss Game Aggregator, Yggdrasil GATI network, Hub88), or platform providers. Revenue is generated through licensing fees, game supply deals, and revenue-share arrangements with casino platforms and operators.
- Buy Bonus Feature Revenue: Players in supported jurisdictions can purchase direct access to bonus rounds (Free Spins, Lightning Spins, Lock & Load) via Buy Bonus functionality built into games. Operators benefit from increased per-spin spend and immediate feature engagement, generating incremental revenue share for TrueLab.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
TRUELAB product offering
Product offeringCore offering
TrueLab develops and licenses HTML5 slot games, crash-style instant games, and classic table games (European and American Roulette) to online casino operators, game aggregators, and platform providers on a B2B basis. Games feature proprietary engagement mechanics (Dynamic Reels, TrueXwin, Cash Collector, Rage Multiplier Accumulator), certified RNG across multiple jurisdictions, and Buy Bonus functionality, and are distributed via Yggdrasil GATI, SoftSwiss, Hub88, and direct operator integrations across 500+ casino brands worldwide.
Product overview
TrueLab is an iGaming slot game studio within the True Group (parent company True Ltd.), offering a diverse portfolio of HTML5 slot games with unique themes, mechanics, and visual styles. The core offering consists of video slots (including Dr. Rock series, Guns, Love & Therapy, Battle Rage, and various themed titles), crash-style instant games (Monkey Money), and classic table games (European and American Roulette). The portfolio is unified by proprietary engagement features including TrueXwin (explosive bonus multiplier mechanics), Dynamic Reels (adaptive reel shifting), and Buy Bonus (direct bonus access). TrueLab's games are distributed through Yggdrasil's GATI network, SoftSwiss Game Aggregator, and Hub88 platform, with all products powered by certified RNG technology. The company also operates TrueCoin, a Telegram-based NFT collection platform tied to game releases.
Differentiator
Problem solved
Functional benefit
Brands
- True Classics Series: Modernized versions of classic slot games with improved features, visuals, and audio.
- HOT Series
- Cold Classic Series
Products and services
- Saloon Gang
Quantifiable outcome
- Over 500 casino brands worldwide distribute TrueLab games
- +2 more outcomes
Companies that use TRUELAB
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
TRUELAB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature9 records
TRUELAB partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor, major and core.
- SlotsWiseminorTrueLab partnered with casino affiliate site SlotsWise for exclusive early access game reviews and behind-the-scenes interviews with the CMO and Head of Games about upcoming headlining titles. SlotsWise readers get in-depth looks at game mechanics and creative process, including an exclusive interview about AI use in Guns, Love & Therapy development.
- GamblersconnectminorTrueLab partnered with Gamblersconnect, a leading iGaming affiliate, to bring word of TrueLab's top-tier online slots to even more players worldwide. The partnership aimed to expand TrueLab's reach through Gamblersconnect's affiliate marketing network.
- Gamblorium (Swedish branch)minorTrueLab Games partnered with the Swedish branch of Gamblorium to make gambling in Sweden more diverse and entertaining. Gamblorium readers receive early news about TrueLab's launches and can try games in demo mode before official release. The partnership supports TrueLab's market entry in Sweden's regulated iGaming market.
- True Future (NFT integration)majorTrueLab partnered with True Future to integrate NFT technology into its portfolio of games, starting with Victoria Wild West. This partnership enables personalised loyalty features bridging the gap between TrueLab's product and each individual user through NFT-based mechanics.
- DUX GROUP N.V.majorTrueLab signed a contract with Curaçao-based DUX GROUP N.V. in March 2021. The platform received TrueLab's full game suite including Victoria Wild, Startup Valley, Sunstrike, Day & Night, backed by customised promotional tools. Games are HTML5-based.
- Avento MT Limited (SlotV, Mrbit, Frank Casino)majorTrueLab struck a content deal with Malta-based Avento MT Limited starting August 2020. The entire TrueLab game suite became available across Avento MT's casino brands: SlotV, Mrbit, and Frank Casino, with tailored promotional tools designed to provide a smoother player experience.
- Yggdrasil (YG Masters program)coreTrueLab joined Yggdrasil's flagship YG Masters program, gaining access to GATI technology and the Yggdrasil Decentralised Aggregation Network (DAN). This enables TrueLab to distribute selected titles across Yggdrasil's global operator network through a single standardised integration. Victoria Wild was the first YG Masters title released in September 2020. The GATI technology allows TrueLab games to remain compliant throughout the development process and ensures rapid speed-to-market.
- SoftSwisscoreTrueLab partnered with SoftSwiss to launch its game suite via the SoftSwiss platform. TrueLab's portfolio (including Sunstrike, Victoria Wild, Mining Factory, and alternative HTML5 games) became instantly available to SoftSwiss's broad client network. The partnership was extended in June 2022 to cover all territories in which SoftSwiss operates. The relationship is mutual: SoftSwiss also supplies its Game Aggregator solution to TrueLab's own casino brand TrueFlip.
- Hub88 / Coingaming GroupmajorTrueLab's games were launched on Hub88, an integration platform by Coingaming Group that operates Bitcasino.io and Sportsbet.io. Hub88 uses a single API framework and seamless wallet API built on Elixir to connect providers with operators. TrueLab's suite including Startup Valley and Victoria Wild went live via Hub88 on Bitcasino.io and Sportsbet.io.
- iTechLabscoreiTechLabs is TrueLab's testing laboratory for RNG certification. Certified to ISO/IEC 17025 standard for online gaming systems, iTechLabs has tested and certified games found on various gaming platforms and has been at the forefront of developing online gaming standards used by regulators including the MGA and UK Gambling Commission.
- eCOGRAcoreeCOGRA is a testing laboratory that certifies TrueLab's games for fairness, transparency, and compliance with international legal standards. Established in 2003 to introduce self-regulation to the online gaming industry, eCOGRA is accredited by UKAS to ISO/IEC 17025:2017 and ISO/IEC 17020:2012, and has performed over 1000 worldwide compliance reviews.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
TRUELAB competitors and assessment
Company assessmentDirect peers
- Push Gaming: Slot studio focused on high-quality, mechanics-rich HTML5 games (Fat Series, Jammin' Jars) distributed to operators globally. Directly comparable to TrueLab as a similarly sized, mechanics-driven B2B slot supplier.
- Quickspin: Mid-sized slot studio with proprietary mechanics and HTML5 titles, acquired by Playtech. Comparable to TrueLab as a similarly scaled, mechanics-focused slot supplier with B2B distribution via aggregators.
- ELK Studios: Mid-sized Swedish-Malta slot studio with proprietary mechanics (Avalanche, Walking Wilds) and B2B distribution via major aggregators. Comparable in size, regulatory posture, and mechanics-driven approach to TrueLab.
- Thunderkick: Slot studio with distinctive art-driven games and proprietary features, distributing through major aggregator networks including Yggdrasil. Comparable mid-sized slot studio with similar B2B go-to-market.
- Hacksaw Gaming: Mid-sized slot and instant-win studio known for distinctive proprietary mechanics and mobile-first HTML5 titles distributed globally via aggregators. Recent acquisition target by Evolution, comparable in scale, distribution model, and product breadth to TrueLab.
- Nolimit City: Innovative slot studio with proprietary xMechanics (xBomb, xNudge, xWays) and high-volatility titles distributed through Yggdrasil and SoftSwiss networks. Highly comparable to TrueLab as a mid-sized, mechanics-driven slot studio now owned by Evolution.
Broad incumbents
- Relax Gaming: Slot studio and aggregator (Relax Nexus) that both creates proprietary content and distributes third-party content, providing a dual role that competes with parts of TrueLab's model. Comparable regulatory footprint and aggregator presence.
- Pragmatic Play: Largest independent slot and live casino supplier with hundreds of titles and dominant operator presence globally. Competes with TrueLab for the same operator lobbies but at much greater scale and title volume.
- Play'n GO: Major slot supplier with deep regulated market penetration and large game catalogue. Broad incumbent operating in the same B2B slot supply category as TrueLab with stronger commercial scale.
- Big Time Gaming: Slot studio famous for Megaways mechanic, licensed widely across the industry including via Yggdrasil's YG Masters program. Competes in the same mechanics-driven slot category as TrueLab but with substantially larger brand recognition.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
TRUELAB social profiles
Digital presenceTRUELAB compliance and trust
Trust signalCompliance3 records
TRUELAB financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRUELAB leadership team
Management profileNumber of profiles
Profiles4 records
TRUELAB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRUELAB 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 TRUELAB
What does TRUELAB do?
TrueLab develops and licenses HTML5 slot games, crash-style instant games, and classic table games (European and American Roulette) to online casino operators, game aggregators, and platform providers on a B2B basis. Games feature proprietary engagement mechanics (Dynamic Reels, TrueXwin, Cash Collector, Rage Multiplier Accumulator), certified RNG across multiple jurisdictions, and Buy Bonus functionality, and are distributed via Yggdrasil GATI, SoftSwiss, Hub88, and direct operator integrations across 500+ casino brands worldwide.
Is TRUELAB a public or private company?
TRUELAB is a private company. It is classified as unknown and is currently operating.
When was TRUELAB founded?
TRUELAB was founded in 2019. It employs 11 to 50 people.
Where is TRUELAB based?
TRUELAB is headquartered in Birkirkara, Malta, in the Europe region.
How does TRUELAB make money?
Two revenue lines are on record. Slot Game Licensing to Operators and Aggregators are the primary driver. The others are buy Bonus Feature Revenue.
Who are TRUELAB's main competitors?
Direct peers on record are Push Gaming, Quickspin, ELK Studios, Thunderkick, Hacksaw Gaming and Nolimit City. Broad incumbents are Relax Gaming, Pragmatic Play, Play'n GO and Big Time Gaming.
Does TRUELAB have an API?
No public API is recorded for TRUELAB.
What industry is TRUELAB in?
TRUELAB's product category is iGaming Slot Game Development. Its primary akta.pro industry code is MPAEABAJ, Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer). Its NAICS code is 713290.