Glitnor Becomes LCKY Group as it Enters New Growth Phase

Glitnor has announced it is rebranding as LCKY Group, signalling the next stage in its development as an igaming group focused on regulated markets. The new identity is designed to bring the parent company closer to its established consumer brands and to reflect the clarity and pace at which the organisation is now operating. LCKY Group will act as the umbrella for its portfolio as the business targets further international igaming growth.

Under the LCKY Group banner sit a number of online casino brands, including Lucky Casino, Happy Casino, Flax Casino, VeraJohn and One Casino, together with in-house game studio Swintt. The group positions itself as an entrepreneurial igaming organisation with a strong emphasis on building and scaling in regulated environments, supported by a people-led culture and localised brand strategies in key markets.

The rebrand is framed as a strategic step to create a stronger platform for future expansion, aligning corporate identity with the group’s current footprint and ambitions in global igaming. By consolidating its operations under the LCKY Group name, the company aims to present a more unified presence to partners, regulators and other stakeholders, while maintaining the distinct positioning of its individual brands.

To mark the launch of LCKY Group, the company will host an event during ICE Barcelona on 19 January, bringing together partners, clients and industry peers. The move is intended to introduce the new identity to the wider igaming community and underline the group’s intention to accelerate its growth trajectory across key regulated markets.

Richard Brown, CEO of LCKY Group, said: “This is a natural evolution of who we already are. LCKY Group is a clearer expression of our ambition, our culture and the brands we are building. We are confident in our direction and excited about what comes next.”