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Groove moves up in the world to continue global expansion with new international headquarters

Published

5 years ago

November 16, 2021

Reading Time: 2 minutes

Aggregator and platform Groove, which has secured a position as one of the world’s top-performing iGaming businesses, has announced the opening of a new global HQ in the iconic Bet Aviel Tower in Ashkelon as part of a capacity-building exercise to drive continuing rapid growth. The company also has operations in Georgia, Ukraine and Malta, employing over 100 people, which will be run from the state-of-the-art tower.

This is a very visible statement by the aggregator that it means business. Bet Aviel Tower stands out not least due to the stunning views it showcases, reaching across the city to the sea, several miles from the prestigious office location. Moreover, the iconic building and its views can be enjoyed from anywhere within due to glass partitions and the fact that all deskspace is positioned in front of the panoramic windows overlooking the vista.

The expansion will support a growing team and allow for more comprehensive support in regulated markets. Groove will continue to build a global presence to better serve its operator cluster and provide world-class facilities for its team. The company has rapidly built a powerful operator cluster around its technology and is supported by one of the strongest technical teams in the industry.

Groove’s aggregation platform provides a broad portfolio comprising thousands of games from respected international partners combined with pioneering backend tools for casino operators and is the content provider of choice for a host of big industry names including EveryMatrix, iGP, Digitain, Microgaming, ProgressPlay, Quickfire, BetConstruct Evoplay Entertainment and Alea, amongst others.

Groove’s powerful platform includes thousands of casino games as well as a wealth of aggregated content ranging from slots, online casino and live casino, to poker and table games, that operators can access via easy integration to drive player engagement and revenue from GrooveOn, an easy-to-use multifunctional back-office, which powers performance. GrooveOn has been developed to create a valuable environment for online casinos: a place where entertainment is customisable, secure and stable.

Commenting on the move to the new HQ, Yahale Meltzer, COO at Groove said: “The tech talent in Israel is incredible and this new office provides current and new team members with access to world-class facilities, enabling them to better serve our operator cluster and liaise with our content partners. Our plan is to continue to grow and get closer to our operators with superior service and place our technology in the hands of many more iGaming companies. Working in an office like this is inspiring for the whole team and we look forward to significantly growing our business here over the next couple of years.”

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

6 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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