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Rootz Aims for the Stars

Published

2 years ago

February 28, 2024

Reading Time: 3 minutes

‘Get More In ’24’ is the message Rootz Limited (Rootz) is seeking to drive home this year, expressing the company’s assertive goals for global expansion as well as the message it hopes players will enjoy across its online casino platforms. According to Rootz’s leadership, building on strong foundations will help to secure its foothold among leading competitors worldwide.

Rapid Expansion, Solid Consolidation

Formed in 2018 by an all-star crew of gaming professionals, Rootz has become the parent platform to five online casinos – Wildz, Wheelz, Spinz, Caxino and Chipz – with each offering world-class entertainment across a number of international markets, earning the company both industry recognition and awards.

Wildz is the main brand across all markets, offering the full range of online casino experiences from slots to live casino games. The mascot at Wildz is ‘Granny’, a character familiar to Finnish audiences (Rootz’ founders are from Finland). ‘Granny’ is there to provide customers with excellent leads on the best games to play at any time.

Wheelz is the glitzy casino brand featuring ‘The Hoff’; Rootz is proud of this association with David Hasselhoff, a global icon who resonates with audiences – he’s Hofftastic. He’s even produced a song especially for Wheelz (https:// Youtu .be/ME-1Mxl_qu4). Wheelz is ideal for players looking for a bricks-and-mortar casino’s glamour.

Spinz is the streaming casino although there’s more to Spinz than just streaming. Players enjoy live-action broadcasts from our three studios in Malta as well as other benefits such as Game of the Day, which grants extra rewards daily for every single player. This, when combined with shows like Multiplier Hunt, will reward those players with potential wins worth 100x and more on specific titles. Spinz features guest streamers (a repeat guest has been ‘Evil’ Jared from the hugely popular band Bloodhound Gang, for example) giving those streamers a chance to share their knowledge, skills and humour with our audiences.

At Spinz, it’s all about entertainment, with over 3,500 titles powered by A-list developers currently lining the digital shelves, with games from popular outfits like Nolimit City, Relax Gaming, iSoftBet, Quickspin, Evolution, Pragmatic Play, Push Gaming, Microgaming, Red Tiger, Elk Studios plus heaps more. For players who love streaming experiences, it’s a safe space to explore new games and tournaments.

Caxino is a smaller brand that is a superb generalist, offering great deals and special offers; a superb space to find your feet if you’re new to gaming while Chipz is a pay-and-play platform that’s only available in Finland at the moment.

Staying Abreast of the Times

The latter part of 2023 saw Rootz undergoing a process of refactoring behind the scenes to optimise the company’s platform code, ensuring that players experience slick gameplay and payment processes at all times. This hasn’t slowed them down, though as each brand continues to attract new audiences to contribute to the bottom line.

“At Rootz, everything is based on our in-house, proprietary technology,” the Chief Executive Officer for Rootz, Sam Brown (pictured), said. “While games and payment options come via third-party suppliers, the player account management (PAM), back office, front-end builds, websites and the structures of those websites are done by us. It’s all part of our proprietary IP. We focus on having slick customer experiences and limit friction in all of the key journeys on the website so that players will always be able to get their money in and out quickly, find the content that they want quickly as well as the site and games loading quickly. Speed is critical in the gaming industry.

“We’ve taken on the challenges of regulated markets, expanding our MGA offering to include licenses in the regulated markets of Germany and Ontario. Each one regulates slightly differently, so it’s important to maintain an open dialogue with the regulators. The regulations are what they are, you’re not going to change them.

“We enter the market because we see long-term potential, following the rules of the regulator. It’s more about us adapting and finding better ways to reach the right target audiences and provide them with personalised, really high-quality playing experiences, even at those lower stakes and with the slower time frame. This captures the essence of what we’re doing across all the markets in which we’re active right now.”

Rootz is set on creating the best possible play environments for players, offering added value at every turn including generous welcome offers, tournaments and more. While there are additional offerings in the pipeline, the company is holding its cards close to its chest, promising even more meaningful products for new and future players.

“The operating environment we enjoy is dynamic,” Brown said. “We aim to adapt according to evolving player preferences and we believe that, because we have superb teams on hand at all times, we’ll be able to deliver incredible experiences that meet their demands. We’re cautiously optimistic that since we have ownership of what we do, our vision for 2024 and beyond will place us among the best globally and that our players really will ‘Get More in ‘24’. Watch this space.”

Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

4 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

4 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

4 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: