Jelly Entertainment

History and Founding

Jelly Entertainment was founded in 2020 (some sources cite 2021) by industry veterans with experience at top gaming companies. The studio was created with a mission to build “games to excite, delight and surprise” and quickly gained traction in the UK and European markets. In 2021, EveryMatrix announced a strategic investment in Jelly, making it the supplier’s second gaming‑studio investment after LL Lucky Games AB. This partnership integrated Jelly into the SlotMatrix RGS programme, giving the studio access to a vast global network of operators while allowing it to continue supplying content through its existing distribution partners.

Business Model and Products

Jelly operates as a B2B content provider, developing and licensing proprietary slot games to online casinos and lottery operators. Its game portfolio emphasises mobile‑first design, high volatility, and innovative mechanics (e.g. Megaways). Key titles include: - Blackbeard’s Booty Megaways™ – a pirate‑themed slot using the Megaways engine. - CleoPatrick™ – a Egyptian‑themed slot with a unique fusion of Cleopatra and Patrick themes. - Midas Riches™ – a gold‑focused slot with increasing multipliers. - Witches Go Wild™ – a whimsical witch‑themed game. The company does not operate its own aggregation platform; instead, it distributes content via third‑party aggregators such as SlotMatrix (EveryMatrix), and through direct platform partnerships with Anakatech, BetFounders, Bally’s, EQL Games, and the Scientific Games (SG) Content Hub.

Markets and Licensing

Jelly is licensed in multiple regulated jurisdictions: - Great Britain – Gambling Commission licence (000‑061838‑R‑336468‑004, issued 22 March 2023) for manufacturing, supplying, and operating gambling software. - Sweden – Spelinspektionen licence (23Si975, granted 1 July 2023). - Malta – Recognition Notice (RN/299/2023) from the Malta Gaming Authority, allowing B2B critical supply based on its UK licence. - South Africa – National Manufacturer Licence from the Eastern Cape Gambling Board (NAM‑06, granted 9 September 2025). The company targets regulated markets in the UK, Europe, and Africa, with plans to expand into the US market via partnerships with EveryMatrix and other aggregators.

Growth and Partnerships

Jelly has consistently expanded its distribution network. In 2024‑2025 it announced partnerships with: - Bally’s – to bring slots to UK‑facing brands. - Anakatech – platform partnership for global distribution. - BetFounders – to accelerate growth in Africa. - EQL Games – to supply iLottery platforms in the US and abroad. - SG Content Hub – to make games available to lottery customers worldwide. The EveryMatrix investment also provides Jelly with capital and technological support to accelerate its product roadmap and enter new jurisdictions.

Company Culture and Team

Jelly describes itself as a “small but mighty” team of 11‑50 employees, driven by a passion for game development. The leadership team comprises experienced iGaming executives from companies such as Raw iGaming, Hungry Bear Gaming, and others. The company places strong emphasis on mobile‑optimised, creative content and maintaining a challenger brand attitude in a competitive market.