Gaming Innovation Group
Corporate brand
UnclaimedB2B provider of online gambling platform, sportsbook, data and managed technology services.
Last updated August 22, 2026
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Overview
Gaming Innovation Group, commonly known as GiG, is a Malta-based business-to-business iGaming technology company serving online and land-based gambling operators. Its platform business supplies the infrastructure and operational tools required to launch and run regulated casino and sportsbook brands, including player-account management, front-end technology, content-management systems, data products, artificial-intelligence tools, sportsbook technology and managed services. The company operates primarily through subsidiaries in Malta and other European jurisdictions, with commercial activity extending into North America, Latin America and selected Asia-Pacific markets. The group’s roots reach back to a Malta-incorporated business established in 2008 under the name Donkr International Ltd. The corporate structure evolved through the creation of Guts Gaming Ltd in 2012 and the subsequent development of consumer gambling brands, affiliate media operations and proprietary B2B technology. GiG launched Guts.com in 2013 and introduced its iGaming Cloud platform, now known as GiG Core, in 2015. During the middle and late 2010s it expanded through acquisitions and partnerships involving affiliate networks, performance marketing, sportsbook technology and online casino brands. It also entered the United States through its relationship with Hard Rock and secured regulatory approvals and certifications in several controlled markets. GiG historically combined business-to-consumer and business-to-business activities. Its consumer portfolio included Guts, Rizk, SuperLenny, Kaboo, Thrills and Highroller, while its B2B activities included platform, sportsbook, compliance, data and media services. In April 2020 the company sold its B2C operations to Betsson for €31 million, marking a strategic shift toward a predominantly B2B model. The group subsequently strengthened its sportsbook proposition through the acquisition of Sportnco, completed in 2022 for a transaction value reported by the company at approximately €51.5 million. In 2024 GiG completed a legal separation of its platform and media activities. The platform business continued as GiG Software plc, while the affiliate and publishing business became the independently listed Gentoo Media Inc. GiG Software began trading on Nasdaq First North Premier Growth Market under the ticker GIG SDB in October 2024. Its current strategic focus is the platform side of the iGaming supplier market, including the CoreX platform, SportX sportsbook and the DataX and LogicX artificial-intelligence and data products introduced as part of the X-Suite. The company emphasizes operation in regulated markets and maintains licensing, certification and compliance arrangements covering Malta, the United Kingdom, New Jersey, Spain, Sweden and additional jurisdictions.
History
Gaming Innovation Group’s corporate history began with the incorporation of Donkr International Ltd in Malta in 2008. The group’s later identity was shaped by the creation of Guts Gaming Ltd in 2012, followed by the launch of Guts.com in May 2013 as a consumer sportsbook and casino website. Although the company initially developed consumer brands, its longer-term growth came from combining operator-facing software, media and managed services. In early 2015 GiG launched iGaming Cloud, later renamed GiG Core, as a B2B platform for online gambling operators. The platform went live in February, alongside a commercial arrangement with Nio Inc covering platform and sportsbook services. During the same period, the corporate structure changed substantially: Optimizer Invest acquired a minority interest in iGaming Cloud, a share-exchange transaction connected Gaming Innovation Group with Nio, and Nio subsequently adopted the Gaming Innovation Group name. Robin Reed became chief executive, and the company listed on the Oslo Stock Exchange in June 2015. The group expanded its media and affiliate activities through acquisitions including Spaseeba and affiliate networks in Finland, Estonia, the Netherlands and Sweden. It also enlarged its consumer portfolio. Rizk.com launched in January 2016, followed by the acquisition of OddsModel AS and the purchase of Betit Holdings, which brought Kaboo, SuperLenny and Thrills into the group. In 2017 GiG acquired performance-marketing company Rebel Penguin, creating a broader media operation combining publishing and paid marketing. The Highroller consumer brand was launched during this period. GiG’s technology and regulatory footprint broadened in 2018 and 2019. It signed an agreement with Hard Rock, launched GiG Comply as a marketing-compliance product, introduced an in-house sportsbook on Rizk and obtained a betting license in Schleswig-Holstein. In 2019 it began trading on Nasdaq Stockholm, sold Highroller to Ellmount Gaming, signed Kindred as a GiG Comply customer and partnered with SkyCity on online casino technology. It also launched digital and retail sportsbook services with Hard Rock in Iowa. A decisive strategic change occurred in April 2020, when GiG sold its B2C operations to Betsson. The disposal removed the company’s principal consumer brands and allowed management to emphasize GiG Core and GiG Media as B2B businesses. In July of that year, GiG’s iGaming Cloud subsidiary received a permanent casino-service license from New Jersey’s Division of Gaming Enforcement. The company continued to sign platform agreements, including arrangements with Casumo’s Mill of Magic and later PlayStar Casino, extending into New Jersey and Pennsylvania. GiG also obtained ISO 27001 certification for its front-end development and content-management environment. In 2021 GiG raised SEK 450 million through a senior secured bond placement and signed additional platform agreements, including with Rank Holdings for Marina888. It also agreed to acquire Sportnco, a specialist supplier focused on sportsbook technology for regulated markets. The acquisition closed in April 2022 for a reported €51.5 million, combining Sportnco’s betting capabilities with GiG’s platform and managed-services business. GiG subsequently signed sportsbook and player-management agreements with operators including Betway and Full Games in Portugal and Angola. GiG Media also received industry recognition at the 2022 iGB Affiliate Awards. The group entered a new phase in 2024. It introduced the X-Suite, consisting of the next-generation CoreX platform, SportX sportsbook, DataX and LogicX. On 30 September 2024 GiG legally separated its media and platform businesses. The media division became Gentoo Media Inc., while the platform business continued under GiG Software plc. GiG Software shares began trading on Nasdaq First North Premier Growth Market on 1 October 2024 under GIG SDB. Following the separation, GiG became a single-segment B2B platform company, with Finland, Brazil, France and New Zealand identified as priority commercial markets. Its operations remain centered on regulated-market technology, licensing and compliance rather than direct consumer gambling brands.
- 2024
Platform and media businesses separated
[1]The platform business became GiG Software and the media business became Gentoo Media; GiG Software began separate Nasdaq First North Premier trading in October.
- 2022
Sportnco acquisition completed
[1]GiG completed the acquisition of sportsbook supplier Sportnco.
- 2020
B2C operations divested
[1]Betsson acquired GiG’s consumer operations, accelerating the transition to a B2B-focused company.
- 2018
Hard Rock agreement and GiG Comply launch
[1]GiG expanded into U.S. operator technology and introduced its marketing-compliance product.
- 2016
Rizk and Betit expansion
[1]GiG launched Rizk and acquired Betit Holdings, adding Kaboo, SuperLenny and Thrills.
- 2015
GiG Core predecessor goes live
[1]The iGaming Cloud B2B platform entered operation and the company completed a major corporate restructuring and Oslo listing.
- 2013
Guts.com launches
[1]The group launched Guts.com as a consumer sportsbook and casino website.
- 2012
Guts Gaming established
[1]Guts Gaming Ltd was incorporated as a wholly owned subsidiary.
- 2008
Corporate predecessor incorporated
[1]Donkr International Ltd was incorporated in Malta, providing the early corporate foundation of the group.
Products and positioning
A regulated-market B2B iGaming technology and managed-services provider for casino and sportsbook operators.
iGaming platform · 2015
GiG Core
GiG Core is the group’s operator-facing iGaming platform, historically known as iGaming Cloud. It provides core infrastructure and services for online casino and sportsbook businesses, including player-account management, front-end integration, content management, data connectivity and operational tooling. The platform is designed for regulated-market deployments and can be combined with managed services and other GiG products.
Next-generation iGaming platform · 2024
CoreX
CoreX is GiG’s next-generation platform product introduced in 2024 as part of the X-Suite. It is positioned as the successor-generation architecture for operator technology, combining platform functions with tools for player management, front-end delivery, content and regulated-market operations.
Sportsbook technology · 2015
GiG Sports
GiG Sports is the group’s sportsbook offering for operators. Its development was supported by the company’s early platform strategy and later strengthened through the acquisition of Sportnco, whose regulated-market betting technology expanded GiG’s product and geographic capabilities.
Next-generation sportsbook · 2024
SportX
SportX is the sportsbook product introduced in 2024 under the X-Suite. It incorporates the group’s sportsbook capabilities following the Sportnco acquisition and is intended for operators seeking a regulated-market betting solution.
Data and analytics · 2024
DataX
DataX is an AI-oriented data product launched with the X-Suite in 2024. It is presented as part of GiG’s effort to provide operator-facing data capabilities alongside platform and sportsbook infrastructure.
Artificial-intelligence services · 2024
LogicX
LogicX is an AI-driven product introduced in 2024 with the X-Suite. It is designed to complement GiG’s platform and data products for operator decision-making and automated iGaming workflows.
Marketing compliance · 2018
GiG Comply
GiG Comply is a compliance tool for online gambling marketing. It was launched to help operators monitor affiliate and promotional activity against regulatory requirements, and was later adopted by customers including Kindred.
Online casino brand · 2016
Rizk.com
Rizk.com was a consumer-facing online casino brand launched by GiG in 2016. The brand formed part of the group’s historical B2C portfolio and was sold to Betsson as part of GiG’s 2020 divestment of consumer operations.
Online gambling brand · 2013
Guts.com
Guts.com was launched in 2013 as a consumer sportsbook and casino website. It was among the brands included in GiG’s former B2C business, which was sold to Betsson in 2020.
Controversies
2023
UK compliance enforcement against GiG subsidiaries
The UK Gambling Commission ordered Betit Operations Ltd and MT SecureTrade to pay penalties of £1.4 million and £700,000 respectively for anti-money-laundering and social-responsibility failures. GiG’s chief executive acknowledged weaknesses in the subsidiaries’ controls and stated that automated anti-money-laundering technology had been introduced following the settlement.
Marketing campaigns
- 2019Hard Rock Iowa sportsbook rollout
United States
GiG launched digital and retail sportsbook services with Hard Rock Cafe International in Iowa.
Outcome. The rollout extended GiG’s U.S. sportsbook and omnichannel activity beyond New Jersey.
- 2018Hard Rock New Jersey platform launch
United States
GiG entered a commercial technology relationship with Hard Rock and supported the launch of Hard Rock’s New Jersey online and omnichannel gambling operations.
Outcome. The relationship helped establish GiG’s U.S. regulated-market presence and continued through the company’s New Jersey licensing process.
- 2018GiG Comply launch
International
GiG introduced a marketing-compliance product intended to help online gambling operators monitor promotional and affiliate activity.
Outcome. The product later attracted operator customers including Kindred.
Brand decisions
2024
Launch of the X-SuiteProduct launchBackground
GiG was updating its platform portfolio following the strategic shift to B2B operations and the Sportnco acquisition.
Action taken
The company launched CoreX, SportX, DataX and LogicX as a new platform, sportsbook, data and AI product family.
Aftermath
The launch positioned the post-restructuring company around a modernized, integrated B2B product suite.
2024
Legal separation of platform and media businessesStrategyBackground
GiG’s platform and affiliate-media operations had developed into distinct businesses with different commercial profiles.
Action taken
The group separated the businesses on 30 September 2024. The platform business continued as GiG Software plc, while the media business became Gentoo Media Inc.
Aftermath
GiG Software became a single-segment B2B platform company and began separate trading on Nasdaq First North Premier Growth Market on 1 October 2024.
2022
Completion of Sportnco acquisitionM&ABackground
Sportnco added sportsbook and player-account technology and a network of operator partners in regulated markets.
Action taken
GiG completed the acquisition using a combination of cash and newly issued GiG shares.
Aftermath
The combined business increased GiG’s capacity to offer sportsbook and platform services across Europe, Latin America and emerging regulated markets.
Transaction value. Approximately €51.5 million (April 2022)
2021
Agreement to acquire SportncoM&ABackground
GiG sought to expand its sportsbook and regulated-market technology capabilities.
Action taken
The company agreed to acquire Sportnco, a specialist online sportsbook supplier with activity in Europe and other regulated markets.
Aftermath
The acquisition completed in 2022 and became a foundation for the SportX sportsbook offering.
2020
Exit from consumer gambling operationsStrategyBackground
GiG had operated several online casino and sportsbook brands in addition to supplying B2B technology and media services.
Action taken
The company sold its B2C operations to Betsson and redirected its strategic emphasis toward platform and media services.
Aftermath
The transaction made GiG predominantly B2B and reduced its direct exposure to consumer gambling brands.
Transaction value. €31 million (April 2020)
Recent events
Reported
GiG CFO Phil Richards departs[4]
Gaming Innovation Group (GiG) confirmed that CFO Phil Richards's departure took effect on 2 November 2026.
Reported
GiG signs agreement with Novibet for GiG Comply[5]
Gaming Innovation Group (GiG) signed an agreement with UK-based gaming operator Novibet to provide GiG Comply, its automated affiliate marketing compliance screening tool.
Reported
GiG agrees to provide GiG Comply to Kaizen Gaming[6]
Gaming Innovation Group (GiG) signed an agreement with Kaizen Gaming for GiG Comply, its affiliate marketing compliance tool. The tool will let Kaizen Gaming set bespoke search criteria for market-specific legislation and advertising standards.
Reported
Magic Jackpot launches online casino products in Romania[7]
Magic Jackpot launched online casino products in Romania through a deal with Gaming Innovation Group (GiG), using SuperBet's existing local operation. GiG's chief commercial officer said the service had gone live in Romania.
Reported
GiG renews agreement with bet365 for GiG Comply[8]
Gaming Innovation Group renewed its agreement with bet365 to provide the GiG Comply marketing compliance screening tool.
- Unconfirmed
Reported
GiG and Rootz sign GiG Comply partnership[9]
Gaming Innovation Group (GiG) signed an agreement with Malta-based gaming company Rootz Limited for its GiG Comply marketing compliance tool.
Reported
Betsson completes acquisition of GiG's B2C business[10]
Betsson Group completed its acquisition of Zecure Gaming Limited, Gaming Innovation Group's B2C subsidiary, including the assets, business activities, operations, technology and gaming licences attributable to its B2C activities. The article says the deal also opens opportunities with new brands in Croatia and Spain.
Reported
Betsson announces acquisition of GiG's B2C business[11]
Betsson announced an agreement to acquire Gaming Innovation Group's B2C operations, including the Guts, Kaboo, Rizk and Thrills brands and associated operations and technology. The transaction was conditional on customary regulatory approvals, with completion expected in mid-April 2020.
Reported
Enteractive and Gaming Innovation Group expand partnership[12]
Enteractive and Gaming Innovation Group expanded their partnership to integrate GiG brands Rizk, Guts and Kaboo with Enteractive’s (Re)Activation Cloud platform.
Sources12 sources
- 1Gaming Innovation Groupen.wikipedia.org
- 2GiG official websitegig.com
- 3UK Gambling Commission enforcement notice concerning Betit Operations Limitedgamblingcommission.gov.uk
- 4GiG首席财务官Phil Richards离职igamingbusiness.com
- 5GiG与Novibet签署GiG Comply合作协议igamingbusiness.com
- 6GiG同意向Kaizen Gaming提供GiG Complyigamingbusiness.com
- 7Magic Jackpot 在罗马尼亚推出线上赌场产品igamingbusiness.com
- 8GiG 与 bet365 续签 GiG Comply 服务协议finanznachrichten.de
- 9GiG与Rootz签署GiG Comply合作协议igamingbusiness.com
- 10Betsson完成收购GiG的B2C业务igamingbusiness.com
- 11Betsson宣布收购GiG的B2C业务mynewsdesk.com
- 12Enteractive与Gaming Innovation Group扩大合作calvinayre.com
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