Glitnor Group is expanding its US portfolio with an investment into upstart New Jersey online casino PlayStar Casino. The company is acquiring 37.5% of the brand, adding the brand to its portfolio which already includes Swintt, Lucky Casino, and HappyCasino. The deal is being done through the Glitnor Ventures wing of the company.
PlayStar launched in New Jersey last August through a market access deal with Ocean Resort Casino. The site offers a range of popular slots in addition to live dealer games from Evolution. The online casino brand tries to take a localized approach with a focus on unique player experiences.
“Through our investment work with Glitnor Ventures, Glitnor Group aims to identify the best up-and-coming talent the iGaming industry has to offer – and in PlayStar, we believe we’ve identified the perfect partner in the US,” said Glitnor Group co-founder Jörgen Nordlund. “Our investment in PlayStar comes off the back of an incredibly successful debut year for the brand that was characterized by an extensive range of locally-specific, community-focused promotions and we hope with our backing, they can go on to achieve bigger and better things in 2023.”
“PlayStar is delighted for Glitnor Group´s committed investments and we believe their ongoing interest in our brand is a fitting reward for what has been a remarkable debut year for us in the New Jersey market,” added PlayStar Casino CEO Per Hellberg. “With Glitnor Group’s funding and support behind us, I’m sure PlayStar will go from strength to strength in 2023 and beyond, enabling us to further cement our position as the preferred online casino in the thriving U.S. market.”
Hellberg was named CEO of PlayStar in March 2021 after leaving his post as CEO of Catena Media. Earlier this year, Hellberg told CasinoBeats that the company plans to expand into new casino states like Pennsylvania.
Back in December, PlayStar received a $15 million investment from Meyer Global Management.
