JELLY ENTERTAINMENT LTD

What JELLY ENTERTAINMENT LTD does

Jelly Entertainment Ltd is a Norwich-based B2B iGaming supplier founded in 2020 that develops and distributes real-money slots, crash games, and instant win titles to licensed online gaming operators. Its product portfolio spans 25+ games across branded franchises including CleoPatrick, Lost Treasure Saga, and Curious Cases, supported by a portfolio of proprietary slot mechanics (Echo-Reels, Nano-Reels, Grinding Reels, WinStreak, Link2Boost) and a mobile-first, low-bandwidth design orientation suited to emerging regulated markets. The company's technology stack centres on a proprietary Remote Gaming Server (RGS) for B2B content distribution and the Gateway aggregation platform, which enables third-party game developers to reach African operators through Jelly's licensed network.

The company operates a sales-led B2B supplier model, monetising primarily through content licensing and royalty arrangements negotiated directly with operators and platform providers. Distribution is delivered through three channels: direct operator partnerships (PokerStars, Bally's, betPawa, Premier Bet, ComeOn Group, World Sports Betting, Microgame's 50+ Italian operators), major aggregation platforms (Light & Wonder, EveryMatrix CasinoEngine, Scientific Games SG Content Hub), and the regional Gateway platform in Africa. Revenue mix appears to combine licensing royalties on proprietary content with marketplace-style commissions on third-party content distributed through Gateway. Multi-jurisdictional regulatory coverage (UKGC, MGA, Sweden, South Africa) and announced plans for Greece, Romania, and Peru in 2026 support geographic expansion.

In November 2023 Jelly acquired Wundermachine, a Bochum-based social gaming B2B supplier, adding proprietary technology, content capacity, talent, and omnichannel delivery capabilities. Leadership was restructured in late 2024 with the appointment of Steven Matsell (formerly CEO of Leander Games) as CEO, David Newstead transitioning to Chief Business Development Officer, and Silvio Insigne, Kim Eaglestone, and Salvador Lima joining as CFO, COO, and CCO respectively. The company is privately held and founder/management-owned, with no disclosed institutional investors or parent entity. Jelly serves 100+ operator brands across Europe, Africa, Latin America, and is moving into North America.

Name

JELLY ENTERTAINMENT LTD

Legal name

Jelly Entertainment Ltd

Website

https://jellyentertainment.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Jelly Entertainment Ltd is a Norwich-based B2B iGaming supplier developing real-money slots, crash games, and instant win titles for licensed online gaming operators globally. It distributes 25+ games to 100+ operator brands via proprietary RGS, the Gateway African aggregation platform, and major gaming aggregators.

Ownership category

akta.pro rank

Product category

B2B iGaming Content Supply

NAICS

Gambling Industries (7132)

akta.pro primary industry

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

akta.pro secondary industries

Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG), iGaming/Online Slot Content & Remote Game Servers (RGS) (MPAEAJAI)

Keywords

• B2B iGaming supplier
• Real-money slot games
• Crash games developer
• Instant win games
• Online casino content

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Content Licensing: Licensing of proprietary slot games, crash games, and instant win content to regulated online gaming operators worldwide. Revenue generated through content distribution agreements with platform providers and direct operator partnerships.
2. Platform Distribution: Gateway platform enables third-party game distribution to African operators, generating revenue through aggregated content licensing from partnered game developers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Jelly Entertainment develops and supplies real-money slots, crash games, and instant win titles for licensed online gaming operators worldwide. The company operates a proprietary Remote Gaming Server (RGS) platform for content distribution and the Gateway platform, which aggregates third-party game content for delivery to African operator networks.

Product overview

Jelly Entertainment Ltd is a UK-based B2B iGaming supplier founded in 2020, offering a diversified portfolio of gaming content including slot games, instant win games, and crash games. The company's product ecosystem consists of its proprietary RGS (Remote Gaming Server) platform powering game distribution to operator partners, and the Gateway platform enabling third-party game developers to distribute content across its African operator network. Core products include branded slot series such as CleoPatrick (Irish/Egyptian mashup), Lost Treasure Saga, and Curious Cases, alongside individual slot titles featuring proprietary mechanics like Echo-Reels, Nano-Reels, WinSpins, Link2Boost, Grinding Reels, and X-Win. The company also offers Instant Win games and crash games, all optimized for mobile-first, portrait-only, low-bandwidth play in emerging regulated markets. In November 2023, Jelly acquired Wundermachine to expand its social gaming capabilities and omnichannel delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• RGS Platform (Remote Gaming Server)

Named customers11 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

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

• AnakatechcoreChannel Partner/ Reseller/ Distributor · 12 March 2026Platform partnership adding Anakatech's turnkey casino platform to Jelly's growing list of platform partners, giving broader reach across operators in regulated markets including the UK.
• BetFounderscoreChannel Partner/ Reseller/ Distributor · 3 March 2026African content partnership through BetFounders' network of locally operated online gaming brands across multiple African markets. Jelly titles including CleoPatrick, Witches Go Wild, Mansa Musa Miners, Booming Fortunes, and Pick It Rich distributed through the network.
• World Sports BettingcoreChannel Partner/ Reseller/ Distributor · 13 January 2026South African content partnership with leading operator World Sports Betting. Jelly titles including Pick It Rich, Booming Fortunes, Mighty Chests of Gold, Lost Treasure Saga, Rookie Racer, and 3 Pots of Fortune available on WSB's digital platform.
• Shacks Evolution StudioscoreStrategic or Co-development Partner · 27 November 2025Integration of Shacks Evolution Studios' crash games, slots, and instant-win titles into Jelly's Gateway platform for distribution to African operators. Content optimized for mobile-first, low-bandwidth African markets.
• NE GroupcoreChannel Partner/ Reseller/ Distributor · 20 November 2025African platform partnership bringing Jelly's full game suite to NE Group's operator network across key African markets. Mobile-first, low-bandwidth optimized content delivered through NE Group's technology platform.
• Hungry Bear GamingminorStrategic or Co-development Partner · 2 October 2025Distribution agreement for Hungry Bear Gaming's SlotMasters PvP slot format through Jelly's Gateway platform. SlotMasters delivered in both free-to-play and real-money formats to African operators.
• PokerStarsflagshipChannel Partner/ Reseller/ Distributor · 24 July 2025Major content partnership with one of the world's leading online gaming brands. Jelly titles including CleoPatrick, Witches Go Wild, Midas Riches, Lost Treasure Saga, Rookie Racer, and Choppin' Mall distributed to PokerStars' global player base across all regulated markets.
• Premier Bet & PartnerscoreChannel Partner/ Reseller/ Distributor · 19 June 2025Multi-market African launch across 18 countries including Mali, Angola, Zimbabwe, Malawi, Cameroon, DR Congo, Tanzania, and Mozambique. Jelly content including crash games, slots, and instant win titles integrated into Premier Bet's gaming platform.
• betPawaflagshipChannel Partner/ Reseller/ Distributor · 10 June 2025Landmark African partnership marking Jelly's entry into Africa. Delivers bespoke crash, instant win, and slot content to betPawa's 10M+ users across 17 markets. Joint development of locally adapted games planned.
• Bally'scoreChannel Partner/ Reseller/ Distributor · 28 January 2025UK licensing agreement for Jelly's game portfolio including CleoPatrick, Witches Go Wild, Midas Riches, Rookie Racer, and The Night Train TwinWays to be available on Bally's brands including Jackpotjoy and Virgin Games.
• MicrogamecoreChannel Partner/ Reseller/ Distributor · 14 January 2025Italian market partnership providing Jelly's content portfolio to Microgame's 50+ licensed operator partners. Titles including CleoPatrick, Witches Go Wild, and Midas Riches distributed through Microgame's gaming platform.
• ComeOn GroupcoreChannel Partner/ Reseller/ Distributor · 19 November 2024Long-term partnership distributing Jelly's full content suite including CleoPatrick, Midas Riches, Witches Go Wild In Oz, and Rookie Racer across ComeOn Group's brands in their licensed territories.
• Scientific GamescoreChannel Partner/ Reseller/ Distributor · 24 September 2024Partnership through SG Content Hub Partner Program for lottery and digital lottery distribution. Provides Jelly access to Scientific Games' global lottery network in Europe and North America.
• EveryMatrix (CasinoEngine)coreChannel Partner/ Reseller/ Distributor · 2 July 2024Content distribution deal providing EveryMatrix's operator partners in Europe and Latin America instant access to Jelly's game portfolio including CleoPatrick and Midas Riches via CasinoEngine platform.
• Light & WondercoreChannel Partner/ Reseller/ Distributor · 22 May 2024Aggregation platform partnership making Jelly titles available through Light & Wonder's extensive operator network. Key markets include UK, Italy, Spain, Colombia, and Peru. Titles include Midas Riches, Elixir of Wealth, Wicked Riches of Oz, and Muertos Fortune.
• WundermachinecoreStrategic or Co-development Partner · 2 November 2023Acquisition of social gaming B2B supplier headquartered in Bochum, Germany. Adds proprietary technology, content capacity, and talent to Jelly. Reinforces omnichannel delivery capabilities for real-money and social gaming.

Scale indicators6 records

Recent moves11 records

Expansion highlights7 records

Direct peers

• Pragmatic Play: Largest independent B2B iGaming content studio; multi-vertical slot, live casino, crash and bingo supplier to operators worldwide under similar licensing/aggregation GTM - directly comparable model to Jelly across slots and emerging-market distribution.
• Push Gaming: Independent B2B slot studio focused on premium real-money content for regulated operators; comparable product portfolio and tier-1 operator go-to-market.
• Nolimit City: High-volatility B2B slot studio with a distinctive mechanical-mechanic IP strategy (xMechanics) - directly comparable to Jelly's trademarked mechanic portfolio approach.
• Play'n GO: Established Swedish-origin B2B slot and table-game supplier with broad regulated-jurisdiction footprint and similar distribution through aggregators and direct operator deals.
• Hacksaw Gaming: Mobile-first B2B slot and instant-win/scratch studio with a similar branded-mechanics IP strategy and emerging-market focus - the closest comparable peer by scale, product mix and stage of growth.
• Relax Gaming: B2B slot studio that also operates a content aggregation platform (Relax Nexus) - the closest comparable peer that combines proprietary content with third-party distribution, mirroring Jelly's Gateway + RGS hybrid.

Broad incumbents

• Light & Wonder: Global iGaming platform and content provider and one of Jelly's distribution partners via its aggregation network - a broader incumbent that both competes for studio relationships and serves as a route-to-market.
• EveryMatrix: B2B iGaming platform (CasinoEngine, OddsMatrix) that aggregates third-party content including Jelly's - a broad incumbent that is simultaneously a distribution partner and a potential competitor as it expands proprietary content.
• Evolution Gaming: Dominant live-dealer and slot group (NetEnt, Red Tiger, Big Time Gaming, Nolimit City) - a broad incumbent in B2B iGaming content that competes with Jelly for operator shelf space and aggregator real estate.
• Scientific Games: Diversified lottery and iGaming content/platform provider running the SG Content Hub Partner Program that distributes Jelly titles - a broad incumbent counterpart across lottery/digital channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/jelly-entertainment

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 JELLY ENTERTAINMENT LTD