Movers and Shakers: What’s In A Name?

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

David Schwieler, MD, B2C Nordics & Americas (LCKY Group)

When we rebranded from Glitnor to LCKY Group this year, we did so to ensure we had a name that reflected the brands under our umbrella and the drive of the people that make us who we are: it was a natural evolution of the group’s DNA.

Having grown from a Nordic challenger into a global business, a lot has changed in the past few years. As we’ve expanded, we’ve opened multiple offices across Europe and taken on a workforce comprised of people of all ages, nationalities and backgrounds. As LCKY Group, we still retain the agile structure and entrepreneurial spirit of Glitnor that has got the group to where it is today.

Under the new branding we’ve created a platform for international growth by adopting a name that will resonate in regulated markets worldwide. Our recent acquisition of OneCasino added impetus to the decision by further extending the group’s outreach, with this giving us an identity that could transcend borders and chime with global audiences

Given that LCKY Group will remain focused on regulated markets moving forward, the rebrand will help us seamlessly expand into new jurisdictions under a banner both players and operators can get behind. Bold, fun and fuelled by the talent of its people, it’s the collective DNA of our brands encapsulated at group level, with each unique story contributing to the whole.

From the integrity and innovation of our software supplier Swintt to the playful branding and mobile-first accessibility of Happy Casino, LCKY Group is the product of a rich tapestry of influences – and by incorporating them all into our collective identity, we can nurture and grow each brand without ever diluting the individual qualities that make every one so special.

With the individual strengths and unique identity of each label that sits under the LCKY Group umbrella now better represented than ever before, we’re ready to take the next step in our journey as a leading iGaming company. Confidently looking to the future rather than dwelling on the success stories of the past, we’ll continue to drive exponential growth for all our partners through a name they can trust.

LCKY Group is more than a new name to me. It reflects who we are today and the ambition driving us forward. It captures the spirit of our brands, our culture and the joy behind what we build. I’m incredibly proud of the team who made this happen and excited for what’s ahead. We are LCKY Group.