ZEAL and Games Valley Announce Strategic Partnership

The collaboration has been designed as a long-term, mutual partnership from the outset. In the short term, ZEAL will strengthen its B2C offering through Games Valley by adding further providers and games. Looking ahead, the partnership is also expected to open up an additional distribution channel for ZEAL’s own online games. The collaboration therefore supports both strategic pillars of ZEAL’s games business: continuously expanding the offering for its own customers and further developing its B2B business.

York Scheunemann, Vice President Games at ZEAL, says:

Games Valley is a strong international partner whose technology and content offering are an excellent fit with our strategy. The partnership allows us to strategically expand our portfolio with attractive games from renowned providers and offer our customers even greater variety. At the same time, we are deliberately taking a long-term view of this collaboration: it strengthens our B2C offering today while opening up additional opportunities for our B2B business in the future. This makes the partnership another important building block in our growth strategy for the games business.

Through its B2B brand ZEAL Instant Games, ZEAL develops its own online games. At a later stage, selected ZEAL titles are planned to be made available to additional customers and markets via Games Valley. Over time, Games Valley’s role is therefore expected to evolve beyond that of a content partner for ZEAL’s B2C offering to also become an additional distribution channel for the German online lottery market leader’s own games.

Ariel Reem, CEO at Games Valley, says:

ZEAL is an exciting and ambitious player in the games market, and we are delighted to partner with them as we take our important step into the German market. This partnership represents an important milestone for Games Valley and is a strong reflection of the quality of our technology and the strength of our global content network. We are excited to bring our portfolio of leading international content to ZEAL and its customers, while building a partnership that has the potential to grow well beyond the initial collaboration. Germany is an important market for us, and we look forward to exploring further opportunities with ZEAL and across the market in the future.

ZEAL Network is the market leader for online lotteries in Germany. With more than 1.5 million active customers and more than 300 employees at three locations, ZEAL combines sustainable growth with a clear focus on responsible gambling and innovative product development. Through its brands LOTTO24 and Tipp24, ZEAL enables participation in state-licensed lotteries and, through the consistent expansion of its own product categories such as charity lotteries and virtual slot games, is evolving into a scalable technology platform for lotteries and gaming.

ZEAL Instant Games is a company of the ZEAL Group. The core of the company’s strategy is the development and offering of virtual slot games. Since June 2023, ZEAL Instant Games has been offering its games in the LOTTO24 and Tipp24 web shops. In addition, the company also offers its portfolio to other operators and platforms.

Games Valley is a dynamic and innovative team with decades of experience and first-hand knowledge of all aspects of the iGaming space. With our deep understanding of what it takes for operators to succeed, we build a strong, advanced IT infrastructure as a solid foundation. On top of this foundation, we have developed a suite of products and services to meet the demands of any dynamic gaming organisation.

Our approach is built around Smarter Aggregation, combining extensive content, advanced technology and actionable intelligence to help our partners make better decisions and unlock greater value from their gaming operations. Our goal of empowering our partners led to the creation of one of the most advanced self-serve platforms, where clients can manage their entire organisation through an intuitive dashboard. To add to this, our clients gain access to a range of powerful tools and ongoing support, allowing them to focus on what they do best.