- Founded
- 2017-01-01 in Kharkiv, Ukraine
- Headquarters
- Kharkiv, Ukraine
- contact@trueplay.io
Trueplay is a B2B technology provider serving the iGaming industry with loyalty and engagement tools designed to boost player acquisition, retention, and lifetime value. Founded in 2017 in Kharkiv, Ukraine, the company develops a blockchain‑based gambling platform that integrates gamified reward systems—such as missions, challenges, and tiered incentives—directly into operators’ existing environments. Its core offering is a white‑label loyalty program with a dedicated admin panel accessible from a computer or tablet, allowing operators to configure promotions, track player activity, and manage reward logic in real time. Trueplay positions itself as a specialist in “acquisition that actually sticks,” emphasising behaviour‑driven engagement rather than generic bonus mechanics. The company is unfunded and operates with a lean team; exact headcount is not publicly disclosed. While its primary market appears to be Eastern Europe, its product set aims at global iGaming operators seeking to differentiate through personalised, gamified loyalty. Trueplay’s approach combines elements of traditional casino loyalty with modern game‑design mechanics, leveraging blockchain to ensure transparent, verifiable reward distribution. The company has not announced major partnerships or funding rounds, and its current licensing status is not publicly documented.
Detailed Review
Company History
Trueplay was founded in 2017 in Kharkiv, Ukraine. The company began as a developer of a blockchain‑based gambling platform, aiming to bring transparency and immutability to online betting and casino operations. Early descriptions position it as an unfunded startup, suggesting it has been bootstrapped since inception. Its presence on a Cyprus‑affiliated LinkedIn page hints at a potential later incorporation or regional office in Cyprus, a common hub for iGaming operations, though Kharkiv remains the primary operational location.
Products & Services
Trueplay’s main product is a gamified loyalty and engagement platform for iGaming brands. The platform includes an admin panel for configuring loyalty campaigns, setting rewards tiers, and analysing player behaviour; blockchain integration to record reward transactions transparently; and player‑facing widgets such as skill‑based challenges, progress bars, and status symbols. The company also offers API‑based modules that can be plugged into existing casino or sportsbook platforms. The focus is on acquisition that sticks – converting casual players into regulars through habit‑forming mechanics rather than short‑term bonuses.
Market Position
Trueplay operates in a competitive space alongside suppliers like Optimove, Smartico, and GamMatrix. Its differentiation lies in the combination of blockchain and gamification, a relatively rare hybrid in the iGaming loyalty segment. However, the company’s small size and lack of public funding limit its sales reach and brand recognition. It appears to target operators who want a more transparent, tech‑forward loyalty solution.
Licensing & Compliance
No information about gaming licenses (MGA, UKGC, etc.) is publicly available. The company does not highlight compliance certifications on its website.
Future Outlook
Without external capital or notable partnerships, Trueplay’s growth trajectory remains uncertain. The platform could appeal to blockchain‑friendly operators or those in emerging markets, but scalability and trust depend on building a client base and achieving regulatory approvals.
Key Products
Trueplay Loyalty Platform
White‑label gamified loyalty program with admin panel, rewards tiers, and player engagement mechanics for iGaming operators.
Blockchain‑Based Gambling Platform
Underlying infrastructure that uses blockchain technology to ensure transparent, verifiable reward and transaction recording.