ZEAL strengthens LOTTO24 and Tipp24 games offering through Games Valley

ZEAL has entered into a partnership with Games Valley, an iGaming aggregation platform, to broaden the online games offering available through its B2C brands LOTTO24 and Tipp24. Under the agreement, Games Valley will provide slot content from international game studios for integration into ZEAL’s games portfolio.

The arrangement gives ZEAL another route to expand the range of online gaming content available to customers through its established consumer brands. It also supports the company’s broader efforts to develop its games business alongside its existing lottery-focused operations.

ZEAL expands its online games portfolio

Through the partnership, ZEAL will gain access to content from providers including Wazdan, NetEnt, Red Tiger and Nolimit City. The titles will be supplied through Games Valley’s aggregation technology, allowing ZEAL to work with multiple content sources through a consolidated commercial and technical relationship.

For an operator building a broader online games proposition, aggregation can simplify access to content from different studios while reducing the need to manage separate technical integrations for every individual supplier. In this case, the partnership gives ZEAL a structured way to widen its selection while maintaining a clear focus on its consumer-facing brands.

ZEAL has been developing its games activities as part of a wider diversification strategy. Its corporate business structure continues to include established brands such as LOTTO24 and Tipp24 while its games operations represent an additional area of development.

York Scheunemann, who is currently responsible for the Games business as Vice President Games, described the agreement as part of the company’s longer-term approach to expanding its games ecosystem.

“Games Valley is a strong international partner whose technology and content offering are an excellent fit with our strategy,” says York Scheunemann, Vice President Games at ZEAL. “The partnership allows us to strategically expand our portfolio with attractive games from renowned providers and offer our customers even greater variety. At the same time, we are deliberately taking a long-term view of this collaboration: it strengthens our B2C offering today while opening up additional opportunities for our B2B business in the future. This makes the partnership another important building block in our growth strategy for the games business.”

Scheunemann joined ZEAL’s Games leadership in 2026 with responsibility for expanding the company’s games offering and developing its international partner ecosystem. His remit provides a direct link between the current content expansion and ZEAL’s broader objective of building the Games business over time.

Games Valley provides a single aggregation route

Games Valley’s role in the arrangement is centred on aggregation. Instead of requiring an operator to manage an individual commercial and technical relationship with every studio, an aggregation platform can bring multiple providers together through a common infrastructure.

That model is particularly relevant as online gaming portfolios become increasingly broad. Operators need access to varied content while also managing integration processes, product updates and other operational requirements. A consolidated platform can therefore provide a practical distribution framework for a multi-provider games strategy.

Games Valley currently presents itself as a technology-focused aggregation business with access to content from a large network of providers. Its platform is designed to give operators access to multiple studios through a single integration, creating a centralised route for game distribution.

For ZEAL, the immediate value of the agreement is the ability to expand the selection offered to LOTTO24 and Tipp24. The partnership also establishes a foundation for further commercial cooperation between the two businesses.

A two-way partnership could support B2B expansion

The agreement is not limited to bringing third-party games into ZEAL’s B2C channels. The companies have also outlined a potential second stage in which ZEAL’s own games could be made available through Games Valley.

ZEAL Instant Games is the company’s B2B games operation and develops online titles for distribution beyond ZEAL’s own consumer brands. Selected games are planned to be distributed through Games Valley at a later stage, creating another potential route to market for ZEAL-developed content.

This two-way structure gives the relationship a broader commercial dimension. ZEAL can use Games Valley to strengthen its own consumer-facing content proposition while potentially using the same aggregation network to distribute selected proprietary games to other operators.

The approach also reflects the changing role of aggregation businesses within the online gaming sector. Rather than functioning solely as technical intermediaries, aggregators increasingly provide a broader framework for content distribution, supplier connectivity and market access.

Content diversity remains central to the strategy

Access to established studios is an important part of the partnership. Wazdan has developed a broad portfolio of casino games, while NetEnt, Red Tiger and Nolimit City remain recognised names within the wider online slots ecosystem.

Their inclusion gives ZEAL access to different styles of slot content and established game portfolios. From a product perspective, this can support greater variety across the games catalogue without requiring the operator to rely on a limited number of suppliers.

The reference to these brands should also be understood within the current supplier landscape. NetEnt, Red Tiger and Nolimit City are now part of Evolution’s wider brand portfolio, while Wazdan operates as a separate games provider. The distinction is relevant when describing the companies and brands accurately but does not change the commercial nature of the ZEAL and Games Valley agreement.

Germany remains an important market

The partnership also carries significance because of Games Valley’s stated plans for the German market. Ariel Reem, CEO of Games Valley, described the agreement as an important development for the company as it expands its presence in Germany.

“ZEAL is an exciting and ambitious player in the games market and we are delighted to partner with them as we take our important step into the German market. This partnership represents an important milestone for Games Valley and is a strong reflection of the quality of our technology and the strength of our global content network,” says Ariel Reem, CEO at Games Valley. “We are excited to bring our portfolio of leading international content to ZEAL and its customers, while building a partnership that has the potential to grow well beyond the initial collaboration. Germany is an important market for us and we look forward to exploring further opportunities with ZEAL and across the market in the future.”

Germany’s regulated online gambling environment places significant importance on compliance, market eligibility and the applicable requirements for operators and game suppliers. A commercial partnership can expand content access but does not itself determine whether a particular offering may be made available in every jurisdiction or channel.

For ZEAL and Games Valley, the German market therefore represents both a commercial opportunity and an environment where content distribution must operate within the relevant regulatory framework.

The role of LOTTO24 and Tipp24

LOTTO24 and Tipp24 remain important consumer brands within ZEAL’s broader business structure. ZEAL describes LOTTO24 as an internet-based lottery brokerage brand while Tipp24 forms part of its multi-brand strategy.

The introduction of additional games content can broaden the digital entertainment proposition presented through these platforms. At the same time, the partnership gives ZEAL the opportunity to develop its games business without changing the established role of its core lottery brands.

This creates a model in which games can become an additional component of the customer proposition while ZEAL continues to operate across its wider lottery and online gaming activities.

Long-term opportunities for both companies

The initial focus of the agreement is straightforward: expand ZEAL’s online games portfolio through Games Valley’s aggregation platform and introduce international content to LOTTO24 and Tipp24.

The longer-term potential is wider. ZEAL has indicated that selected games developed through ZEAL Instant Games could eventually be distributed through Games Valley. That could give the companies opportunities to cooperate on both inbound content and outbound game distribution.

For Games Valley, the relationship strengthens its presence with a major digital lottery and gaming business in Germany. For ZEAL, it adds another content distribution channel while supporting the development of its B2B games ambitions.

Conclusion

The ZEAL and Games Valley partnership marks a new stage in ZEAL’s efforts to develop its games offering across its B2C and B2B activities. The immediate agreement is focused on bringing additional international slot content to LOTTO24 and Tipp24 through an established aggregation model.

The inclusion of providers such as Wazdan, NetEnt, Red Tiger and Nolimit City expands the range of available content while providing ZEAL with a broader supplier network. At the same time, the planned possibility of distributing selected ZEAL Instant Games titles through Games Valley could give the relationship a second commercial dimension.

For Games Valley, the agreement also represents a step into the German market and an opportunity to deepen its distribution network. As both companies continue to develop their respective games strategies, the partnership provides a framework for further cooperation while leaving future B2B distribution opportunities open.

The significance of the agreement therefore extends beyond the initial addition of games. It establishes a commercial connection between a growing aggregation platform and ZEAL’s expanding games business, with potential implications for content supply, proprietary game distribution and the development of new opportunities within the German market.

FAQs

What is the ZEAL and Games Valley partnership about?
The partnership is designed to expand ZEAL’s online games offering by supplying slot content from multiple international studios through Games Valley’s aggregation platform.

Which ZEAL brands are involved in the agreement?
The agreement concerns ZEAL’s B2C brands LOTTO24 and Tipp24, where additional games content is planned for integration.

Which game providers are mentioned in the partnership?
The companies have identified Wazdan, NetEnt, Red Tiger and Nolimit City among the content providers available through the arrangement.

What does Games Valley contribute to the partnership?
Games Valley provides an aggregation platform that gives operators access to content from multiple game studios through a consolidated integration structure.

Who is York Scheunemann?
York Scheunemann is Vice President Games at ZEAL and is responsible for expanding the company’s Games offering and international partner ecosystem.

Who is Ariel Reem?
Ariel Reem is the CEO of Games Valley and has publicly discussed the company’s plans to expand its aggregation business across regulated markets.

What is ZEAL Instant Games?
ZEAL Instant Games is ZEAL’s B2B games business, which develops online games for distribution through business-to-business channels.

Will ZEAL distribute its own games through Games Valley?
Selected ZEAL Instant Games titles are planned to be distributed through Games Valley at a later stage according to the partnership announcement.

Why is Germany relevant to Games Valley?
Germany is identified by Games Valley as an important market for its expansion strategy, making the partnership with ZEAL commercially relevant to its presence in the country.

Does the partnership itself change gambling regulations in Germany?
No. The commercial agreement does not itself alter the regulatory framework. Any games and services offered in Germany remain subject to the applicable legal and regulatory requirements.