New Agreement Brings Popular Titles to UK Players
Jelly Entertainment has secured a major deal with Bally’s, enabling its portfolio of slot games to go live on the operator’s UK platforms, including Jackpotjoy and Virgin Games. The partnership introduces fan-favourite titles such as CleoPatrick and Witches Go Wild, alongside upcoming releases like Rookie Racer and The Night Train TwinWays.
This agreement marks another significant step in Jelly’s ongoing expansion within regulated markets. By integrating Jelly’s games into its UK operations, Bally’s aims to enhance its offering and provide players with an even more engaging selection of slots.
Craig Staples, VP of Product at Bally’s Interactive, commented on the collaboration: “Jelly has built a strong reputation in the UK market, and its games have quickly become player favourites. This partnership strengthens our portfolio with fresh, high-quality content that resonates with our audience.”
A Year of Strategic Growth for Jelly
The Bally’s partnership follows a period of rapid expansion for Jelly Entertainment. Earlier in 2024, the company entered the Italian market through an agreement with Microgame, making its games available to over 50 operators. Additionally, deals with EveryMatrix and Blokotech facilitated Jelly’s entry into European and Latin American markets, further broadening its international footprint.
Looking ahead to 2025, Jelly has set its sights on new opportunities in Ontario, Romania, and South Africa, reinforcing its commitment to global growth. To support this expansion, the company underwent internal restructuring in late 2024, appointing Steven Matsell as CEO to lead its strategic vision.
David Newstead, Chief Business Development Officer at Jelly, highlighted the significance of the Bally’s deal: “This partnership is a huge milestone for us. It not only raises our profile in the UK market but also reinforces the industry’s confidence in our content and innovation.”
Strengthening Market Position Through Key Partnerships
Beyond the UK, Jelly has been actively securing partnerships with major industry players. In 2024, the company joined forces with Scientific Games, leveraging its global content platform to reach players across Europe and North America. Scientific Games operates in over 50 countries, making this collaboration a crucial step in Jelly’s international strategy.
In addition, Jelly struck a deal with Light & Wonder, integrating its slot titles into one of the industry’s leading aggregation platforms. This agreement extended Jelly’s reach into regulated markets across the UK, Italy, and Spain, while also providing access to emerging markets like Colombia and Peru.
Steve Mayes, Senior Director of Digital Partnerships at Light & Wonder, praised the collaboration: “We’re excited to bring Jelly Entertainment’s high-quality content to our network. Supporting innovative and emerging developers is a priority for us, and Jelly’s engaging game portfolio is a fantastic addition.”
A Bright Future for Jelly Entertainment
Jelly Entertainment’s momentum shows no signs of slowing. With a series of strategic deals in place, the company is well-positioned to continue its rapid growth across multiple jurisdictions. The Bally’s agreement marks a significant milestone, ensuring that UK players have access to some of the most exciting slot titles in the market today.
As Jelly expands into new regions and strengthens its leadership team, it remains committed to delivering high-quality gaming experiences that resonate with players worldwide. With a strong foundation in place and a growing presence in key markets, Jelly is on track to become a major force in the online gaming industry.
