Blixx Gaming

History and Founding

Blixx Gaming was incorporated in 2023 (some sources indicate a 2022 start) as an investment vehicle of HappyHour.io, a known backer in the iGaming sector. The company quickly assembled a multicultural team of industry experts, drawing from over 12 nationalities. Its founding CEO, Patrick Jonker, was appointed in May 2023 to lead the new venture. Within a year, the leadership changed, with Terese Thagaard assuming the role of CEO in Q2 2024. The company remains privately held and does not disclose financial figures, but its investor backing suggests a growth-oriented trajectory.

Business Model and Products

Blixx Gaming operates a multi-brand strategy targeting distinct player segments. Its two publicly launched casinos illustrate this approach. Kanuuna offers a premium, immersive experience akin to Las Vegas and Macau, featuring games from top-tier providers such as Evolution, Pragmatic Play, Play’n GO, Microgaming, Hacksaw Gaming, and Relax Gaming. Lonkero delivers a straightforward, locally flavoured experience with a signature “LonkShot Wheel” feature and a focus on raw entertainment. Both brands share a common operational backbone that includes real-time reporting, automated notifications, and CRM tools. The company states “More projects are on the way,” indicating additional brands in development.

Market Position and Regulation

Blixx Gaming primarily targets regulated and emerging markets. In early 2025, the company actively recruited a Country Manager for Estonia, signalling ambitions in the Baltic region. The company faces regulatory scrutiny: in 2024, Finnish police warned Blixx Gaming (alongside Vana Lauri) over allegedly targeting local players without a licence, though no enforcement action had been taken as of the latest reports. This highlights the challenges of operating in markets with strict iGaming regulations.

Leadership and Culture

The executive team as of mid-2024 includes CEO Terese Thagaard, CFO Tsvetelina Sarandeva, and CPO Avril Morin (appointed June 2024). No CTO, COO, or founder have been publicly identified. The company heavily emphasises its internal culture, describing itself as a community of “thinkers, creators and leaders” that never compromises on culture. This people-first approach is reinforced by the presence of a dedicated Chief People Officer.

Recent Developments and Future Outlook

Blixx Gaming continues to expand its brand portfolio and geographic footprint. The hiring push in Estonia suggests a focus on the Baltic market. The company’s investor backing and active brand development indicate a growth-oriented strategy. However, regulatory risks remain, particularly in markets like Finland. The company’s ability to navigate these challenges while maintaining its experimental, culture-first ethos will be key to its future success.