New alliance strengthens Jelly’s global expansion while diversifying PokerStars’ game portfolio
A Major Milestone for Jelly Entertainment
Jelly Entertainment has inked a significant content integration deal with PokerStars, one of the most recognized names in global online gaming. The partnership will see Jelly’s portfolio of innovative slot titles—including CleoPatrick, Midas Riches, Rookie Racer, and the Lost Treasure Saga series—made available to PokerStars players across its network.
This collaboration is more than just a content supply agreement; it reflects Jelly’s growth strategy, which has gained momentum since late 2023 under the direction of newly appointed CEO Steven Matsell. The company is clearly positioning itself to become a major player in regulated markets, with expansion targets already set for Greece, Romania, and Peru in 2026.
Strengthening PokerStars’ Casino Offering
For PokerStars, which operates under Flutter Entertainment, the integration supports its strategy to enhance its casino gaming experience beyond poker. While widely known for its dominance in online poker, PokerStars has aggressively expanded into the casino vertical, competing with other Flutter brands like Betfair and Paddy Power.
By onboarding Jelly’s distinct and thematic slots, PokerStars can offer players more story-driven, interactive game experiences, tailored for a younger, mobile-first audience. The partnership may also help the brand stay fresh in saturated European markets, where unique content increasingly influences player retention.
Market Significance and Regulatory Sensitivity
This deal comes at a critical time for both companies. For Jelly, aligning with a top-tier global operator like PokerStars is a clear signal of industry validation, particularly as it courts new licensing opportunities. For PokerStars, the move helps divert attention from recent regulatory missteps—such as the UK Advertising Standards Authority’s ban on one of its Instagram ads in Q1 2025 for irresponsible gambling promotion.
As regulators across the UK, EU, and Latin America tighten scrutiny, partnerships that emphasize responsible gaming and creative innovation will likely be more positively received.
Recent Activity and Future Trajectory
Jelly has been on an aggressive partnership streak. In January 2025, it announced a similar integration deal with Bally’s UK subsidiaries, Jackpotjoy and Virgin Games, further embedding its footprint in the competitive UK gaming landscape. With the PokerStars deal, Jelly now leverages both tier-one operators and global distribution to accelerate its content pipeline.
According to David Newstead, Jelly’s Chief Business Development Officer, this deal represents “a huge statement” for the supplier. “PokerStars is one of the biggest and best-known brands in the very markets we’re targeting for growth,” he said. “I’m confident their player community will enjoy the unique experiences our games offer.”
Conclusion: A Win-Win for Innovation and Market Reach
The PokerStars–Jelly Entertainment partnership is more than just a transactional integration—it’s a strategic alignment between a burgeoning content developer and a market titan aiming to diversify its offering. With Jelly’s fresh approach to slot design and PokerStars’ robust infrastructure, the collaboration could shape new engagement models for online casino players in key markets.
As the online gambling space becomes more competitive and regulated, such alliances may define the next wave of value-driven, innovation-led growth across the global iGaming sector.
