Game Lounge’s innovation-focused hub GLX has launched Kiickr, a platform designed to tackle igaming affiliation’s inefficiencies. Game Lounge CEO Richard Dennys shares how these bold initiatives promise to change the game.
Game Lounge continues to set the pace of innovation in affiliation with the launch of Kiickr, the latest platform to emerge from the leading igaming affiliate’s dedicated innovation hub, GLX.
With Kiickr and GLX, Game Lounge is not only meeting the demands of today’s igaming landscape but also shaping its future. Innovation isn’t just a buzzword at Game Lounge; it’s a strategic imperative, explains CEO, Richard Dennys (pictured above). “We work under the three horizons strategic framework,” he says. “Direct deals with casino operators represent horizon one, while indirect deals in shoulder and long-tail markets are at the core of our horizon two planning. Kiickr allows us to learn about non-core market behaviour and experiment outside casino or SEO, without over-committing our resources.”
Designed to streamline affiliation processes and offer data-driven, reliable insights, Kiickr is a key component of Game Lounge’s broader strategy, leveraging its robust technical infrastructure and in-house data solutions to address the inefficiencies in traditional igaming affiliation and create value for both affiliates and operators. Meanwhile, Kiickr’s flexibility to test and adapt positions Game Lounge at the forefront of a rapidly evolving igaming landscape, while tapping into its long-term vision to transform affiliation from a static, outdated model into a dynamic, data-first experience.
The CEO also highlights how GLX operates as a catalyst for fresh ideas and innovation, purpose-built to navigate the ever-evolving igaming landscape and future-proof initiatives such as Kiickr. “Our second horizon plan only reaches three to four years into the future. Following that, the world and the markets will change almost beyond recognition,” he predicts. “We have designed GLX to take a fresh look at how enterprises like Kiickr both start and scale. They intentionally have a headcount limit but no salary limit, to focus on more brains and fewer hands. We are building very little ‘software’, but will use the latest techniques in APIs, data exchange and agentic principles to move forward with agility and efficiency.”
With Kiickr set for a soft launch in early 2025 – coinciding with the highly anticipated ICE Exhibition in Barcelona, where attendees will learn more about the platform – Game Lounge is poised to cement its role as a disruptor in igaming affiliation. While the phased rollout will first focus on publishers, advertisers can expect further features by the second quarter of 2025.
At the heart of Game Lounge’s ongoing success is a culture that prioritises talent and empowers leaders to bring the company’s ambitious ideas to life. “By finding and appointing the right leaders to take various parts of the company forward, we foster a culture that makes innovations such as these possible. We have excellent, pragmatic and experienced leaders behind both Kiickr and GLX, who propel us forward with passion and pace,” Dennys shares, confirming that through innovative leadership and a focus on transparency, agility and efficiency, Game Lounge is not just keeping pace with industry changes – it’s pioneering what comes next.
Discover more about Game Lounge and GLX at www.gamelounge.com/glx.