Each year in the world of iGaming comes with new market trends, new demands, and complexities. However, 2025 was different. The year 2025 was not only marked by continued growth for the Groove, but an overall momentum created, led, and shared with partners all over the world.
Groove has expanded and created an ecosystem for its partners and customers by continuing to forge ahead during a time when there was much uncertainty around gaming. We helped our partners develop more strategic licensing, built additional tools, and expanded our presence into many countries around the world.
The year 2025 represents a comprehensive view into how Groove has continued to support the operators and empower the suppliers of our industry, while setting the tone for continued innovation and success in the future of gaming.
A Marketplace That Never Stops Growing:
30+ New Providers, 20+ New Operators, 18 000+ Games
In 2025, we recorded one of our largest milestones as the rapid growth of our Platform Ecosystem continued to propel us forward. By adding more than 30 new content providers and 20+ new Groove Operators, our portfolio now boasts an expansive library of over 18,000 games - the most varied library in the market.
However, these statistics represent more than just numbers; they are the foundation for creating real value for brands:
- One integrated partnership equals access to a limitless content. Operators benefit from seamless access to an enormous library of entertainment across every major casino vertical, including sweepstakes and cryptocurrency, without having to manage separate contracts and tech support.
- Quicker time-to-market. The addition of more providers gives rise to increased amounts of new content, resulting in greater levels of user engagement and, ultimately, more reasons for users to return.
- Safer and More Robust. As we continue to grow by signing additional operators and providers, our network effects will result in improved liquidity, visibility, regulatory intelligence and operational strength.
Groove casino aggregator was developed to be inherently scalable. However, in 2025, we evolved to become a true powerhouse and support any casino brand model and any type of location around the globe.
A Breakthrough Year with a Brazil License and Stronger Presence in Argentina
Latin America has rapidly transitioned into one of the most dynamic and promising areas of the iGaming market, which makes 2025 the year our company takes its most ambitious step into an area of immense value. Achieving our Brazil license was a major accomplishment. With the continued rise of our presence in Argentina, we now occupy a vital position within some of the most powerful regulated markets in Latin America.
This expansion will prove of great significance, as Latin America changes from an emerging possibility to a formally structured, strategically viable opportunity for global players. Argentina continues to expand upon its regulatory structure, which adds to its appeal for operators who desire regulatory compliance, stability and predictability from their overseeing bodies.
With our regulatory insights and technical platform compliance, along with the experience in rapidly helping partners to adapt to their local requirements and expectations, our platform will allow access to Latin America at the optimal time.
Innovation in Action: Launching the Tournament Tool in Groove’s Back Office
Gamification is now one of the key retention strategies being implemented by operators today. In 2025, we are pleased to announce Groove's transition into an engagement-based business model. As part of that process, we launched the Tournament Tool, integrated within the Sinatra Back Office, and the Free Round Bonus (FRB) functionality.
The most important aspects of our new Tournament Tools:
- The ability for operators to design, develop, manage and reward their own tournaments;
- It has been created to be operating totally within Sinatra without the need for additional dashboards or cumbersome workflows;
- The Tournament Tool will provide the underpinnings of an expanded gamification suite that will be released in 2026, including features such as mission and quest-based tournaments, leaderboards and more.
Now, operators can provide immersive experiences that allow their players to connect with each other through the thrill of competition, excitement, and rewards. Because the Tournament Tool is fully integrated within Sinatra, casino platforms can utilize it on day one with no learning curve associated with standalone products or complicated interfaces.
Gamification is a significant part of the future of iGaming, and as a result of this year’s milestone, Groove has taken a leading position in this marketplace.
Strategic Alliances: Azerolotereya Enters the Groove Family
Azerolotereya represents the most significant partnership to emerge from Groove’s efforts in 2025. As a lottery organization that has consistently demonstrated its credibility, reliance upon regulatory compliance, and support from its government, gives us with the confidence to successfully work within regulated markets, thereby enabling us to provide our partners with a broad range of compliance solutions.
Entering into partnerships with these types of operators is not only a vote of trust, but also expands our influence across global markets. For our partner brands, it means that Groove’s technology and infrastructure are compliant and secure on the highest level. The partnership conveys that we are committed to maintaining a stable and responsible presence in an industry that is continually changing and evolving.
Global Presence: Groove at 10+ Industry Events Worldwide
In 2025, Groove participated in over ten major industry events in Europe, Asia, and Latin America. Beyond brand recognition, the events allowed us to meet operators, learn about regional trends, showcase new technology, and strengthen existing partnerships.
When Groove has a presence on a global level it keeps the company connected to the pulse of the industry. Through direct conversations at these events, many collaborations have begun. The insights gathered from panels at these events are often used to improve products and services. New regulatory developments have often impacted our strategic direction. The visibility our platform has internationally brings reassurance to partners that they are not just a silent supplier sitting behind a screen but are present, engaged, and invested in the global advancement of iGaming.
Wherever the industry moves forward, Groove is already there – listening, learning, giving back and leading.
Growing the Groove Family
The integration, licensing, and deal-making process, as well as the introduction of new tools, all rely on people working together as a team. The addition of 7 new employees to Groove's worldwide team in 2025 has expanded our employees' ability to be multi-language, operate in multiple time zones, and be able to get their jobs done quicker than before.
- Our customer support team operates around the clock every day to serve our customers' various needs in every area of the world. This means our operators can rely on receiving help at the moment they require it.
- Our delivery speed has improved due to the addition of more experts, allowing us to onboard customers and solve issues quicker than ever before.
- As we develop more and more products, we are creating dedicated positions, which allow us to provide our customers with a higher quality of service and perform better in the marketplace.
Why Operators Continue to Choose Groove
As the gaming industry becomes increasingly complicated, more and more operators are seeking partners that can simplify their day-to-day operations. Groove is the best choice for this kind of partnership.
Our Service is not just a "content hub or platform provider," we are a "whole ecosystem" where when an operator partners with Groove, they are immersed in an entire ecosystem of content, technology, compliance, gamification, insights and support, all in harmony. This allows casinos to experience reduced pressure to manage their operations, shorter time-to-market and a higher degree of confidence and creativity when expanding their business.
Ultimately, our company builds relationships the same way we build products, with consistency, transparency, and a long-term view. We grow when our partners grow and our 2025 achievements show just how committed we are to this mission.
Future Transformation: iGaming Trends and Groove’s Role in 2026
With the continued rise and development of player expectations, expansion of new markets, & the continued acceleration of innovation, several trends will already be coming to fruition.
One major trend that has emerged is that gamification has become the central pillar of operator retention, rather than just being an additional feature on their website. Operators who create exciting and engaging environments for players to play in will outperform operators who only provide content on their websites. To enable this shift, Groove is providing a new tournament tool and forthcoming engagement suite.
LATAM Region: LATAM Region has remained one of the hottest and most strategically important Parts of the greater global iGaming landscape & will continue to be for the foreseeable future. The Operators who are successful in the region will have entered early with the right partners (e.g., Socialproof, SS Tech, etc.) and Groove's growing regulatory presence provides a large advantage to our partners.
The use of personalized experiences will become even more central to gaming operators as data and insights regarding player behavior become more advanced and available. Our continuous enhancements to reporting and engagement will be closely aligned to the evolution of personalized experiences for casino brands.
Crypto, Sweepstakes, & Alternative gaming models are projected to accelerate their growth rate in the future. Groove has already built out and continues to optimize for these verticals so our partners will have full confidence when pursuing these new revenue opportunities.
Finally, operators will need stable platforms, predictable processes, and partners who understand how to navigate the complexity of global compliance concerning iGaming. Our experience and proven reliability position us as a safe and strategic choice for any operator preparing for 2026’s regulatory challenges.
Groove is Ready for the Future – And Ready for You
Looking back at 2025, one thing becomes clear: Groove is not standing still. Our company is growing, evolving and strengthening every part of our ecosystem, to make sure that our partners can thrive in the market.
- We expanded our platform
- We increased the number of regulated markets in which we operate
- W launched multiple new tools to enhance operator offerings
- We established key partnerships with other successful iGaming companies
- We grew our global presence
- And we built stronger, and smarter team
Groove is more than a platform – it is a pulse, a rhythm, a movement that works in harmony.
If you are an operator looking for a partner that is as committed to your success as you are, the solution is easy:
Join Groove and let's build the future of iGaming together, one milestone, one innovation, and one success story at a time.
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