EiG Launchpad profile: Glück Games

EiG Launchpad profile: Glück Games

Tuesday, October 11, 2016 Posted by Andy McCarron
Games developer presents on home turf

If you are an online gambling start-up and an industry Launchpad competition rocks up on your doorstep, it would seem to be remiss not to enter. Such is the case with Glück Games, the Berlin-based games developer and designer formed in 2015 by ex-bwin staffer Robert Lenzhofer alongside co-founder and now chief operating officer Arvind Upadhyay.

Lenzhofer is hugely experienced in the gambling industry having worked with Bwin since before it floated in 2000 and he is leveraging his contacts to great effect. The company already has a deal with Lottoland for games distribution and the company also has close ties with another young and innovative games developer in the space Gamevy.

The close ties with Gamevy are no coincidence. The companies are working in the same, casual real-money gaming space, producing content which they hope will appeal across the broad casino and lottery space. “We stumbled upon Gamevy and we loved their products and the team and decided to invest,” says Lenzhofer. “Their games fit into the category of game-show games which is another piece of the puzzle of games in between lottery and casino.”

Of the partnership with Lottoland, Lenzhofer is similarly effusive. “We said early on that we understand the industry and a quick formation and rapid growth can only come from a very deep cooperation from day one with the right B2C partner,” he says. “We have chosen Lottoland as they are the perfect launch-pad for us as they provide us access to over one million real-money customers and all of them in the lottery space.”

It’s the theory of the path of least resistance. Though many have been seduced by the huge size and potential of the North American lottery market, it has been an elephant’s graveyard as far as new gaming products. “But the process can take three-to-five years,” says Lenzhofer. “It’s ridiculous.”

Instead, Glück Games has gone the route of being revenue and cash-flow positive form day one. “We find it exciting that we basically just started with a small loan which is virtually untouched and are growing purely out of cash-flow,” he says.

The company is also working out of Berlin, one of the more exciting and innovative tech cities in Europe, although due to the confused nature of gambling regulation in the country, not one of the acknowledged real-money gaming hubs. Lenzhofer says having a development studio in Berlin is key to the company’s plans. “We love Berlin and we are just so lucky to be here,” he concludes. “To give you a vanity KPI to illustrate: we are a small and basically unknown company, but we received about 1,000 applications through our own recruitment efforts into the company in the last 10 months alone.”

Totally Gaming says: To use a football analogy, the Berlin-based Glück Games is somewhat playing at home at EiG this year but this won’t be what will impress the delegates. Rather, Lenzhofer’s evident experience in the industry and is company’s early successes in terms of distribution and new games ideas will make this a tough competitor to beat next week.


Paddy Power Betfair takes majority stake in Adjarabet


888 secures igaming licence in Portugal


Swedish regulator issues final warning to licensed operators


IG highlights client ‘quality’ as ESMA measures hit

Gaming Products & Services Directory

The essential directory for the gaming industry