Rootz Aims For the Stars

Formed in 2018 by an all-star crew of gaming professionals, Rootz has become the parent platform to five online casinos: Wildz, Wheelz, Spinz, Caxino and Chipz each offers world-class entertainment across a number of international markets, earning the company both industry recognition and awards. 

Wildz is the main brand across all markets, offering the full range of online casino experiences from slots to Live Casino games. The mascot at Wildz is Granny – a character familiar to Finnish audiences (Rootz’ founders are from Finland). Granny is there to provide customers with excellent leads on the best games to play at any time.

Wheelz is the glitzy casino brand featuring The Hoff: Rootz is proud of this association with David Hasselhoff, a global icon who resonates with audiences – he’s Hofftastic! He’s even produced a song, especially for Wheelz! . Wheelz is ideal for players looking for a brick-and-mortar casino’s glamour.

Spinz is the streaming casino (although there’s more to Spinz than just streaming). Players enjoy live-action broadcasts from our three studios in Malta as well as other benefits such as Game of the Day, which grants extra rewards daily for every single player. 

This, when combined with shows like Multiplier Hunt, will reward those players with potential wins worth 100x and more on specific titles. Spinz features guest streamers (a repeat guest has been ‘Evil’ Jared from the hugely popular band Bloodhound Gang, for example), giving those streamers a chance to share their knowledge, skills and humour with our audiences.

At Spinz, it’s all about entertainment, with over 3,500 titles powered by A-list developers currently lining the digital shelves, with games from popular outfits like Nolimit City, Relax Gaming, iSoftBet, Quickspin, Evolution, Pragmatic Play, Push Gaming, Microgaming, Red Tiger, ELK Studios, plus heaps more. For players who love streaming experiences, it’s a safe space to explore new games and tournaments.

Caxino is a smaller brand that is a superb generalist, offering great deals and special offers: a superb space to find your feet if you’re new to gaming, while Chipz is a pay-and-play platform that’s only available in Finland at the moment.

Staying abreast of the times

The latter part of 2023 saw Rootz undergoing a process of refactoring behind the scenes to optimise the company’s platform code, ensuring that players experience slick gameplay and payment processes at all times. This hasn’t slowed them down, though: each brand continues to attract new audiences to contribute to the bottom line.

Rootz CEO, Sam Brown, offers his insights: “At Rootz, everything is based on our in-house, proprietary technology. While games and payment options come via third-party suppliers, the Player Account Management (PAM), back office, front-end builds, websites and the structures of those websites are done by us.”

“It’s all part of our proprietary IP. We focus on having slick customer experiences and limit friction in all of the key journeys on the website so that players will always be able to get their money in and out quickly, find the content that they want quickly, as well as the site and games loading quickly. Speed is critical in the gaming industry.”

“We’ve taken on the challenges of regulated markets, expanding our MGA offering to include licenses in the regulated markets of Germany and Ontario. Each one regulates slightly differently, so it’s important to maintain an open dialogue with the regulators. The regulations are what they are, you’re not going to change them.”

“We enter the market because we see long-term potential, following the rules of the regulator. It’s more about us adapting and finding better ways to reach the right target audiences and provide them with personalised, really high-quality playing experiences, even at those lower stakes and with the slower time frame.”

“This captures the essence of what we’re doing across all the markets in which we’re active right now.”

“Rootz is set on creating the best possible play environments for players, offering added value at every turn, including generous welcome offers, tournaments and more.”

” While there are additional offerings in the pipeline, the company is holding their cards close to its chest, promising even more meaningful products for new and future players.”

“The operating environment we enjoy is dynamic: we aim to adapt according to evolving player preferences, we believe that because we have superb teams on hand at all times, we’ll be able to deliver incredible experiences that meet their demands.”

“We’re cautiously optimistic that since we have ownership of what we do, our vision for 2024 and beyond will place us among the best globally and that our players really will get more in ‘24. Watch this space!”