Glitnor has announced its plans to rebrand as LCKY Group. This marks a new direction as the company continues growing across regulated iGaming markets. The rebrand links the parent company more closely to its consumer-facing brands, including Lucky Casino, Happy Casino, Flax Casino, VeraJohn, and One Casino, as well as its in-house game studio, Swintt.

The group said this new name provides a stronger base for expanding internationally and better aligns with its long-term goals. 

A Clearer Expression of Ambition

The rebrand will provide clarity for partners, suppliers, and regulators. It also helps the company’s teams, including operations, sales, and product development, work more closely together. 

LCKY Group focuses on regulated markets and aims to grow its existing brands instead of starting risky new projects. The company’s CEO Richard Brown said, “This is a natural evolution of who we already are.” He explained that the rebrand reflects the company’s growth, their focus on regulated markets, and the way they work with brands.

He added, “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.” This new identity gives the company leverage as competition increases in Europe.

Showcasing the Brand at ICE Barcelona

To celebrate the rebrand, LCKY Group will hold an invitation-only event during ICE Barcelona on 19 January to bring together industry partners, clients, and stakeholders. This will be the first public appearance of the new group identity and a chance to share its plans for the year ahead.

The rebrand comes after several years of steady growth for the business. During this time, LCKY Group has expanded into many locally regulated markets and continued to invest in content, platform development, and sustained growth across its casino brands.

Swintt Studio Supports Growth

The company’s game studio, Swintt, has been important in making LCKY Group’s casino brands stand out through proprietary game development. In December 2025, the group expanded its casino offerings even further by partnering with Hacksaw Gaming, adding the supplier’s games to the OneCasino platform in regulated markets such as Denmark, Spain, and the Netherlands.

By operating under one umbrella, LCKY Group aims to improve in-house collaboration and  services to its vast clientele. With a clearer identity, the company can support long-term growth and ensure a smoother experience for partners and players, while focusing on opportunities in gaming markets worldwide.