Game Lounge Group, a leading SEO-driven iGaming affiliate, has announced the launch of GLX, a dedicated centre of excellence for innovation and incubation. Designed to foster creativity, drive sustainable growth, and support the next generation of iGaming ventures, GLX solidifies Game Lounge’s position as a leader in the industry.
GLX will leverage Game Lounge’s proprietary resources, including its substantial casino
traffic volumes, to nurture a portfolio of high-growth projects in key areas shaping the
future of iGaming.
These include sub-affiliation models, innovative betting predictions using AI, expanded
B2B publishing services, and the application of advanced technologies such as data
science and machine learning to improve operations and user experiences. Additionally,
GLX will focus on identifying emerging markets and demographics to drive long-term
growth.
David Crowhurst, newly promoted to Managing Director of GLX, and Victor Lerenius,
Game Lounge’s VP of Innovation and a 10-year company veteran, will lead the initiative.
Their combined expertise ensures GLX is well-positioned to deliver impactful results.
David’s extensive experience as a product leader in iGaming and Victor’s proven track
record in driving innovation exemplify the calibre of leadership guiding this venture.
A key focus of GLX will be its role as an incubator for promising iGaming startups. The
initiative aims to invest in and mentor businesses that are shaping the next generation
of iGaming. This includes projects centred on crypto, agentic AI, peer-to-peer platforms,
influencer-driven models, and next-generation marketplaces. GLX will prioritise
ventures that balance innovation with a commitment to player enjoyment, safety, and
responsibility. The ultimate goal is to build a thriving portfolio of investments in
forward-thinking CEOs and their businesses.
Game Lounge CEO Richard Dennys explained that the launch of GLX is central to the
company’s vision of fostering industry-wide collaboration and innovation. “By
combining Game Lounge’s resources and expertise with the creativity of emerging
startups, GLX is set to deliver significant value both to the business and the wider
iGaming ecosystem,” he says.
Speaking on the launch, Managing Director David Crowhurst emphasised the strategic
importance of the initiative: “GLX represents a bold step forward for Game Lounge. It
signals our commitment to pushing the boundaries of innovation and delivering
exceptional results for our partners and stakeholders.” Victor Lerenius added: “By
harnessing the power of technology, GLX will drive groundbreaking ideas and
transformative solutions that will redefine iGaming as we know it.”
