Glitnor Group, which counts LuckyCasino and Swintt among its primary B2C and B2B brands, is to make a major in-road into the US market by acquiring a 37.5% of PlayStar Gaming Group.
The deal was agreed through Glitnor Ventures, a group initiative designed to support and invest in up-and-coming businesses that could benefit from Glitnor’s expertise and is perfectly aligned with the company’s ambitious growth strategy to expand into North America in 2023.
Founded by PlayStar’s Chairman and online casino pioneer, Joel Wikell, and operated by a team of industry experts headed by CEO Per Hellberg, PlayStar burst onto the New Jersey online casino scene last August and swiftly established itself as one of the market’s most exciting challenger brands, thanks largely to its consumer-focused model.
Having always prided itself on placing customers at the heart of its strategy, PlayStar’s New Jersey launch saw the brand offer a highly personalised service to Garden State residents that included exclusive online promos and several offline incentives.
PlayStar’s distinctive localised marketing approach has resonated profoundly with players, and the brand’s resounding success in the state surpassed its targets.
This strong performance wasn’t missed by Glitnor Group who, sensing the opportunity to help PlayStar reach even greater heights in New Jersey and beyond, will now work closely with the brand in a collaborative effort that both parties have incredibly high hopes for going forward.
Jörgen Nordlund, Co-Founder at Glitnor Group, says: “Through our investment work with Glitnor Ventures, Glitnor Group aims to identify the best up-and-coming talent the iGaming industry has to offer, and in PlayStar, we believe we have identified the perfect partner in the US.
“Our investment in PlayStar comes off the back of an incredibly successful debut year for the brand, characterised by an extensive range of locally specific, community-focused promotions and we hope that with our backing, they can go on to achieve bigger and better things in 2023.”
Per Hellberg, CEO at PlayStar Casino, adds: “PlayStar is delighted for Glitnor Group´s committed investments and we believe their ongoing interest in our brand is a fitting reward for what has been a remarkable debut year for us in the New Jersey market.
“With Glitnor Group’s funding and support behind us, I am sure PlayStar will go from strength to strength in 2023 and beyond, enabling us to further cement our position as the preferred online casino in the thriving US market.”
