PlayStar Co. Ltd
- Founded
- 2020-01-01 in Stockholm, Sweden (PlayStar Gaming Group AB)
- Headquarters
- Jersey City, New Jersey, USA
PlayStar Co. Ltd is a privately held online casino operator that launched in the regulated U.S. market with a focus on personalisation, engagement, and customer service. Founded in 2020 by industry veteran Joel Wikell—who previously founded Boss Media, Readly, Blinto, and Hexigames—alongside co-founder Adam Noble, a former executive at Yggdrasil and Play'n GO, the company entered New Jersey in October 2022 through a partnership with Ocean Casino Resort and utilises the iGaming platform of Gaming Innovation Group (GiG). PlayStar positions itself as a challenger brand that leverages real-time data and predictive modelling to create tailor-made player journeys, differentiating itself in a crowded market. The company has attracted strategic investments: a $15 million equity commitment from Meyer Global Management in December 2022 and a subsequent investment from Glitnor Group in July 2023, which also gave Glitnor a foothold in New Jersey. PlayStar has further expanded its technology stack through partnerships with Pariplay (content aggregation via Fusion) and Strive Gaming (player account management). As of 2026, the company is headquartered in Jersey City, New Jersey, employs approximately 46 people, and continues to pursue growth in additional U.S. states, with Pennsylvania identified as its next target.
Detailed Review
History & Founding
PlayStar was founded in 2020 by Joel Wikell, a serial entrepreneur in the iGaming and digital media space, and Adam Noble, who brought experience from Yggdrasil Gaming and Play'n GO. The company was established as a challenger online casino brand aimed at the regulated U.S. market, with an initial focus on New Jersey. In March 2021, PlayStar named Per Hellberg as CEO; Hellberg had previously led Catena Media and Readly and served as CEO of Nordic Gaming Group (NordicBet). The company secured a market access agreement with Ocean Casino Resort and signed a four-year platform deal with GiG, going live in New Jersey in October 2022.
Products & Platform
PlayStar’s core product is a real-money online casino available via web and mobile app (iOS/Android). The platform is powered by GiG’s iGaming platform, which provides the technical backbone for game aggregation, player management, and compliance. PlayStar distinguishes itself through a high degree of personalisation, using predictive modelling to tailor promotions, game suggestions, and communication to individual players. In 2023, PlayStar integrated Pariplay’s Fusion platform to access a large library of third-party game content. In 2024, it partnered with Strive Gaming to deploy Strive’s Player Account Management (PAM) technology to support North American expansion.
Funding & Ownership
PlayStar raised $15 million in equity from Meyer Global Management in December 2022, with the funds earmarked for New Jersey operations and Pennsylvania launch costs. In July 2023, Glitnor Group PLC acquired a strategic stake in PlayStar Gaming Group AB, further solidifying the company’s financial base. PlayStar remains a private company.
Leadership Changes
In October 2023, PlayStar appointed Peter Ekmark as CEO, succeeding Per Hellberg. Ekmark is an experienced gaming executive who previously held senior roles at Kindred Group. Gustav Vadenbring was named CFO effective January 10, 2023; his background includes finance leadership at Kindred and other iGaming companies. Joel Wikell serves as Chairman, and Adam Noble is Co-Founder and Chief Development Officer (also referred to as Executive Vice President).
Market Presence
As of 2026, PlayStar is operational only in New Jersey. It has publicly stated its intention to launch in Pennsylvania, though no confirmed date has been announced. The company has not entered any other U.S. state or international markets.
Key Products
PlayStar Casino
Flagship real-money online casino platform with personalised player journeys; available in New Jersey on web and mobile app.
PlayStar mobile app
Native iOS and Android application for real-money casino play.
Partnership with GiG platform
Core iGaming platform powering game aggregation, compliance, and player management.
Partnership with Pariplay Fusion
Game content aggregation platform providing access to 100+ studio titles.
Partnership with Strive Gaming PAM
Player account management technology supporting scalability in North America.
Offices & Headcount
46 employees (approx.)
Key Persons
- Adam Noble
Co-Founder & Chief Development Officer / Executive Vice President
- Joel Wikell
Founder & Chairman
- Peter Ekmark
Chief Executive Officer (CEO)