Jelly Entertainment
Also known as: Jelly, Jelly Entertainment Ltd
Jelly Entertainment, trading as Jelly, is a British B2B developer of online slots and instant-win games, registered in Norwich, England. It has made games since 2020 and holds UK Gambling Commission and Swedish licences plus a Malta recognition notice. Its Gateway platform, announced with studio partners in 2025, distributes third-party studios' games to African operators.
- Founded
- 2020
- Headquarters
- Norwich, United Kingdom
- Ownership
- Jelly Entertainment Ltd (England and Wales, company registration number 12737495), with subsidiary Jelly Entertainment South Africa (Pty) Ltd (2025/064241/07).
- Licences
- UKGC (licence 000-061838-R-336468-004, issued 22 March 2023), Sweden Spelinspektionen (licence 23Si975, granted 1 July 2023), MGA recognition notice for B2B Critical Supply (RN/299/2023, issued 28 July 2023), South Africa Eastern Cape Gambling Board National Manufacturer Licence (Jelly Entertainment South Africa (Pty) Ltd, board registration NAM-06, 9 September 2025)
- Products
- slots, instant games, aggregation platform
- Also known as
- Jelly, Jelly Entertainment Ltd
- Website
- jellyentertainment.com
- Contacts
- [email protected]
History
Jelly Entertainment Ltd was incorporated in England and Wales and says it has been making games since 2020, with David Newstead as chief executive from 2020 until November 2024, when Steven Matsell was appointed CEO and Newstead became Chief Business Development Officer. Its site footer dates its UK Gambling Commission licence to 22 March 2023, its Swedish Spelinspektionen licence to 1 July 2023 and its Malta recognition notice to 28 July 2023. In November 2023 it announced UK game-host and Malta approval for its own platform and acquired Wundermachine, a social-gaming technology and content supplier in Bochum, Germany.
Between May 2024 and July 2025 it announced distribution deals with Light & Wonder, EveryMatrix, Scientific Games' iLottery content hub, ComeOn Group, Microgame in Italy, Bally's in the UK and PokerStars. In 2025 it turned to Africa: deals with betPawa and Premier Bet, a National Manufacturer licence from the Eastern Cape Gambling Board granted in September 2025 to Jelly Entertainment South Africa (Pty) Ltd, and its Gateway platform, through which studios such as Solidicon and SlotMasters reach its African operator network.
Notable
- Acquired Wundermachine, a social-gaming technology supplier in Bochum, Germany, in November 2023.
- Steven Matsell succeeded David Newstead as CEO in November 2024; Newstead became Chief Business Development Officer.
- Runs the Gateway distribution platform, which connects third-party studios' remote game servers to its licensed African operator base.
- Organises releases in branded series such as the Cleopatrick, Lost Treasure Saga and Curious Cases series.
Notable work
- CleoPatrick
- Midas Riches
- Glorious Diamonds
- Origins of Existence
- Muertos Fortune
- 3 Jokers+
How well established
Licences with numbers and dates, the English company number and registered address, the 2023 acquisition and the 2024 CEO change are documented on the official site. The official site gives its start only as 'since 2020' and does not name shareholders or a parent company.
