Aug 27, 2026 | 3:45 am
Groove has strengthened its live casino portfolio through a new content agreement with Winfinity, bringing the supplier’s range of live dealer games, game shows and RNG titles onto its aggregation platform.
The partnership adds Winfinity’s catalogue to Groove’s entertainment ecosystem, making the content available to operators connected through the company’s platform. The agreement also expands the selection of live casino products accessible through Groove’s network at a time when providers continue to seek differentiated gaming experiences.
Founded six years ago and headquartered in Riga, Latvia, Winfinity has developed a portfolio focused on live casino products, including roulette, baccarat and blackjack variants, alongside live game shows and RNG-based games. The company operates from a dedicated studio facility that supports around-the-clock live streaming and holds licences that allow it to serve multiple regulated jurisdictions.
According to the companies, the integration has already been completed and Winfinity’s content is now accessible through Groove Command, the platform’s back-office management system.
Partnership Brings Proprietary Live Casino Features
A key element of the agreement is the addition of Winfinity’s proprietary mechanics and gameplay features, which the company says are designed to alter traditional live casino formats.
Among these is Last Chance, a feature incorporated into blackjack tables that provides players with additional gameplay options. Winfinity has also developed private table offerings that allow for customised requests and more personalised interactions.
The supplier states that its approach combines technical development with player behaviour analysis to create gaming experiences that differ from conventional live casino products. The company focuses on both interface design and game mechanics as part of its product development strategy.
Rachel Tourgeman, Head of Partnerships at Groove, said: "Winfinity operates at a different level. They've taken live casino, a category that can feel static, and injected genuine creativity. Their patented mechanics like Last Chance and Blackjack aren't gimmicks. They're real innovations that change how players engage. Adding them to Groove's aggregation platform means our operator cluster can offer something their competitors don't have. That's the kind of edge we're always hunting for."
Winfinity previously received industry recognition when it won the "Rising Star in Casino Innovation" award at the SBC Awards a couple of years ago.
Content Available Through Groove Command
The newly integrated content has been added to Groove’s aggregation network and can now be deployed by operator partners through a single connection.
The company said operators interested in expanding or diversifying their live casino offering can access the content through Groove Command or engage directly with the Groove team regarding implementation.
Groove’s platform is built around a single API structure and includes a library of more than 20,000 games from multiple providers. The company positions the platform as a centralized solution designed to simplify integration and content management for operators.
The addition of Winfinity further broadens the selection of live casino products available through the aggregator, complementing its existing portfolio of slots, table games and video poker titles.
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Companies Highlight Growth Opportunities
Both businesses described the partnership as an opportunity to expand the reach of Winfinity’s content while offering operators access to additional live casino products.
Yahale Meltzer, Co-Founder and CEO of Groove, said: "The live casino space has been waiting for a fresh voice. Winfinity is that voice. They combine technical sophistication with genuine creative ambition, and that's rare. By bringing them into Groove's entertainment ecosystem, we're giving our operators access to content that performs differently; stickier, more engaging, and built for the player who has seen everything. This partnership is exactly what Find Your Groove means: finding the partners who push the category forward"
The agreement continues Groove’s strategy of expanding its content offering through third-party integrations. Established in 2016 and headquartered in Israel, the company provides gaming aggregation services to operators through a platform that combines content distribution, technical infrastructure and operational tools.
Groove says its technology supports market access for operators and suppliers through integrations with major gaming providers. The company has also received industry recognition, including being named among the "10 Most Innovative Technology Companies" by IndustryERA and earning awards from SBC.
Source:
Groove press release, August 28, 2026.