Game Lounge has announced the launch of GLX, a centre of excellence to drive innovation and support igaming startups.
Speaking on the initiative, CEO Richard Dennys highlighted GLX’s vision to “deliver significant value both to the business and the wider igaming ecosystem” by “combining Game Lounge’s resources and expertise with the creativity of emerging startups”.
The centre will leverage the SEO-driven affiliate’s proprietary resources, including its casino traffic volumes, to identify emerging markets and foster a portfolio of high-growth projects. These include sub-affiliation models, AI-powered betting predictions, expanded B2B publishing services and enhancements to operations and user experiences through data science and machine learning.
As an incubator, GLX will mentor startups and invest in projects centred on crypto, agentic AI, peer-to-peer platforms, influencer-driven models and next-generation marketplaces.
David Crowhurst (pictured below), who joined Game Lounge as director of SaaS products in February 2024, has been named managing director of GLX, working alongside Victor Lerenius, Game Lounge’s VP of Innovation.
Crowhurst previously held roles as head of product at Spotlight Sports Group and Senior Product Manager at its affiliate brand, Racing Post.
He described the launch as “a bold step forward for Game Lounge,” signalling the company’s commitment to “pushing the boundaries of innovation and delivering exceptional results for our partners and stakeholders”.
Lerenius added: “By harnessing the power of technology, GLX will drive groundbreaking ideas and transformative solutions that will redefine igaming as we know it.”
Game Lounge recently expanded its Dutch portfolio with the acquisition of Meneer Casino, which operates alongside the company’s flagship portal OnlineCasinoGids.com.