August 4, 2021 3 min read


Esports Entertainment Group Launches Innovative “Pay-And-Play” Online Casino in Finland

Malta-licensed online operator Lucky Dino announced the launch of, which seeks to facilitate the online gaming process., “Pay-And-Play” Online Casino in Finland 

The online gambling company Esports Entertainment Group has announced the upcoming launch of, a “pay-and-play” online casino brand aimed to serve customers on the Finnish gaming market. The brand will be launched by Malta-licensed online operator Lucky Dino. 

The company said that Finland has proven a successful market for Lucky Dino and the brand has experience in understanding the needs of players in the region. The operator also runs Olaspill, Kalevala Kasino, and Casino Jefe – which are powered by proprietary technology. 

Esports Entertainment Buys Lucky Dino Gaming in December 2020 

Esports Entertainment announced the acquisition of Lucky Dino Gaming in December 2020 for $30 million. This was the operator’s second major purchase in 2020 when it also bought Sportnation operator Argyll Entertainment in July. 

‘Pay and play’ is quickly becoming a popular concept among online players, as it allows bettors to skip the hefty registration processes, while at the same time they can enjoy safe and reliable play without delay. The easy registration process will benefit Fiksukasino in terms of traffic sources and customer acquisition, the company said. 

“We are very excited for Lucky Dino to be launching this new brand. Bypassing the registration flow creates a much smoother and seamless experience for the player, offering instant deposits and withdrawals. This latest launch is a testament to the Lucky Dino team’s market awareness and product innovation and strengthens the foundations in a key market for the company.” 

Grant Johnson, CEO, Esports Entertainment Group 

Lucky Dino’s technology infrastructure includes affiliate marketing software, payment servers, and a customer relationship management (CRM) system. The latter includes a gamification and loyalty engine, as well as an automated player management functionality. 

Johnson said that Lucky Dino’s tech stack will contribute to Esports Entertainment Group’s growth. In addition, the brand will open Esports Entertainment Group’s doors to multiple new jurisdictions across Europe and Scandinavia where esports enjoy huge popularity. Johnson added that Lucky Dino’s 30,000 monthly active casino players will be a huge benefit to the cross-selling opportunities with the SportNation and betting platforms. 

Lucky Dino posted $21 million revenue in the 2020 fiscal year and earnings before interest, tax, depreciation, and amortization (EBITDA) of $3.8 million. The Finnish gaming industry increased an estimated 9% in 2020 to nearly $3 billion, Esports Entertainment Group said. 

Martina is a veteran writer, analyst in researchers with years of hands-on experience in interpreting, statistics, translation, and creative writing. She has done multiple internships in various related fields and currently takes care of all Spanish and LatAm content at GBN. Martina speaks three languages to top off her array of specialist skills.

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