Focus on expanding our global revenue footprint

Our strategy is now based on six strategic pillars following the addition of “Deliver the best content”, and its goal to make our Gamesys brands the best  place for players to play their favourite games. This year’s focus is on increasing our presence  in all existing markets, and building on the work  our teams delivered through 2020. 

The player as always, is central to everything we do, and the wellbeing of our players and people, as well as our role in the community remains a key focus for us, as reflected in the “Gamesys cares” pillar.

01 Double-digit growth across the UK and Spain

Leveraging a multi-brand strategy

  • Optimise marketing spend across brand portfolio to drive quality and improved contribution from new and returning players
  • Prepare for regulatory changes with best-in-class implementation in operations and technology
  • Development and delivery of a customer  care proposition Create value for players through a differentiated content strategy
  • Enhance our rewards proposition to improve revenue retention Relaunch of Starspins as MEGAWAYS Casino in the UK
  • Increase Spanish market share by executing a multi-brand strategy with further investment in Monopoly Casino 

02 Grow the Asian market

Maintain high growth in expanding market

  • Source new marketing partners and new acquisition channels
  • Increase marketing investment to underpin growth
  • Improve our Customer Care service levels and overall customer experience
  • Invest in and develop exclusive content Extend our multi-brand strategy and launch at least one new brand into Japan
  • Extend our affiliate foothold through Samurai Click
  • Potential launch of new product verticals
  • Increase customer retention through utilising experience in more mature markets

03 Invest in North America

Invest in platform and data infrastructure to build a scalable business for future growth

  • Accelerate overall revenue growth in the region
  • Deliver key successful features that are present in the latest version of the Excite platform in New Jersey
  • Significantly increase acquisition spend to grow FTDs on Virgin Casino in New Jersey
  • Test and learn in order to find scaleable and sustainable acquisition sources Platform investment to enhance the player experience in Canada
  • Develop our understanding of sports betting players through launch of Sports in Canada
  • Create value for players through a differentiated content strategy
  • Explore the introduction of a multi-brand strategy

04 Deliver the best content

Make Gamesys Ventures the best place to play your favourite games

  • Make exclusive content an integral part of our offering in Asia
  • Augment existing content in Asia - including the use of progressive jackpots
  • Create an onsite experience tailored to product preference in Asia
  • Build market intelligence and control of content through partnerships in Asia
  • Make all top slots content available on our sites in North America US platform to achieve parity with the UK in terms of content optimisation, functionality and features
  • Release and Promote Live Casino in North America
  • Establish Live Casino as a leading product type for Gamesys in the UK & Spain Roll out greater usage of engagement features in marketing campaigns in the UK & Spain
  • Define and implement product strategy for Poker and Bingo in the UK & Spain


05 Gamesys cares

Our approach to Sustainability is underpinned by three pillars

Player wellbeing

  • Achieve Gamcare Level 3 Accreditation, the highest accreditation available in the industry
  • Continue to deliver our Global Sustainability Commitments
  • Embed and deliver our Responsible Gaming KPIs - STRIPES - Satisfaction, Training, RG tools, Investment, Player interaction, Employee pride 

People engagement

  • Measure and maintain high engagement levels with an engagement index target of over 90%
  • Evolve our ways of working, embracing flexible and agile hybrid working models suited to roles
  • Proactively support our employees’  holistic wellbeing
  • Continue to hire, nurture and develop the most diverse and inclusive workforce in our industry
  • Continue to invest in learning and development, building Gamesys into the natural employer of choice for talent at all levels
  • Ensure our culture and DNA values underpin everything we do

Building a Brighter Future

  • Achieve status as a Net Zero Greenhouse Gas emission organisation
  • Implement our longer term ambition of reducing direct energy usage by 50% by 2023
  • Leading the industry by achieving the UN Global Compact Standard
  • Continue to support the Gamesys Foundation

06 Successful foundations

Enhancing foundations to accelerate growth


  • Support the North America strategy with state-of-the-art Excite instance
  • Engage Platform as Gamesys’ single aggregator and RGS Deliver robust, value generating data solutions
  • Boost productivity in a distributed workplace
  • Stable, secure, and scalable platforms
  • Identify and drive alignment, best practice, and sharing across the Technology Organisation


  • Realign operational finance into consolidated hubs to better meet all financial reporting requirements
  • Diversify and increase the frequency of financial reports, enabling informed and timely decision making
  • Enhance controls and governance around key financial processes
  • Consolidated hubs created

Legal, Compliance and Regulatory

  • Champion enhanced levels of regulatory compliance and controls
  • Introduce an automated document management system for Legal, HiQ
  • Continue to deliver integrated programmes