Lady Luck Games
- Founded
- 2019-01-01 in Stockholm, Sweden
- Headquarters
- Stockholm, Sweden
Lady Luck Games is a Swedish-based online casino game developer founded in early 2019. The company focuses exclusively on creating high-quality slot games with a strong emphasis on visual design, sticky gameplay, and casual user experiences. Headquartered in Stockholm, Sweden, the studio operates as a public company with an estimated 51–200 employees. With a seasoned international team of iGaming professionals, Lady Luck Games develops its technology entirely in-house. The company’s portfolio includes multiple proprietary slot titles, distributed through major aggregators such as Hub88 and directly integrated with operators like Soft2Bet. In addition to game development, the studio has expanded into platform services, offering a complete back-office and player management system through its Lady Luck Games Platform. In 2024, Lady Luck Games became part of EMB Mission Bound (formerly known as EMB Group), a strategic move that brought additional resources and a broader lottery and gaming network. The company’s leadership includes experienced executives from NetEnt, Dustin, and other gaming firms, led by Chairman Per Eriksson. Under new management, Lady Luck Games aims to accelerate growth in regulated markets across Europe and North America, while continuing to deliver visually distinctive, entertainment-focused slot content.
Detailed Review
Company Background & History
Lady Luck Games was founded in early 2019 by a group of iGaming veterans. From the outset, the company positioned itself as a premium slot developer with a strong artistic direction, aiming to differentiate through vibrant graphics and innovative mechanics. Within its first few years, the studio signed distribution agreements with major aggregators such as Hub88 (2023) and secured direct operator partnerships with Soft2Bet and others.
Products & Platforms
Lady Luck Games’ primary offering is its portfolio of online slot games, which includes titles such as Fruit Smash, Lucky Spin, Mystic Jungle, and other original releases. The company’s technology platform is built entirely in-house, supporting both desktop and mobile play. In 2024, the company also launched the Lady Luck Games Platform, a full-fledged back-office solution that includes game management, player account management, reporting, and compliance tools – essentially a turnkey B2B platform for operators.
Licensing & Regulation
Lady Luck Games holds a gaming license from the Malta Gaming Authority (MGA), one of the most respected regulatory bodies in the industry. This license allows the company to supply games to regulated markets across Europe and beyond. Additionally, the company is licensed by other jurisdictions as required for specific operator integrations.
Recent Developments & Corporate Structure
In late 2024, Lady Luck Games was acquired by EMB Mission Bound, a global lottery and gaming company. This acquisition significantly expanded the studio’s resources and distribution network. As part of the integration, EMB Mission Bound appointed new leadership: Russell McAuliffe was named CEO, Alvis Chen as Chief Financial Officer (CFO), and Stephen Krombolz as Chief Commercial Officer (CCO). The company also appointed Per Eriksson as Chairman of the Board, leveraging his extensive experience from NetEnt and Dustin.
Market Position & Competitive Advantage
Lady Luck Games competes in the crowded online slot development space against studios like NetEnt, Play’n GO, and Yggdrasil. Its key differentiators are a focus on high-quality visual design (“sticky design” as they call it) and a casual, fun-first approach to gameplay. The recent platform offering also positions them as a more comprehensive B2B partner, not just a content supplier.
Key Products
Lady Luck Games Slots
A growing portfolio of original slot titles including Fruit Smash, Lucky Spin, Mystic Jungle, and others. Each game features high-quality graphics, unique mechanics, and mobile-first design.
Lady Luck Games Platform
A full B2B iGaming platform that includes game management, player account management, reporting, CRM tools, and compliance features. Designed to help operators launch quickly with integrated content.
Hub88 Distribution
Lady Luck Games titles are distributed through the Hub88 aggregator, allowing operators to access the studio’s games via a single API integration.
Direct Integration
The company also offers direct API integration for operators, enabling custom configurations and branding.
Key Persons
- Per Eriksson
Chairman of the Board