// Vision: AI-native gaming

Defining the future of AI-powered gaming.

We build everything in-house, from game mathematics to player platforms. AI accelerates every layer of the CEGO engine, deployed across functions and scaled inside regulated markets.

25+
Years operating
100%
Vertically integrated
Possibilities
[ 01 ] The ownership ledger

What we own: end to end, no dependencies.

01
Game Development & Mathematics
CEGO produces 200+ original titles: conceived, mathematically modelled and built in Denmark. Probability models and bonus mechanics are all internal.
02
Art, Audio & Creative Production
Every visual asset, animation, sound effect and soundtrack across the library is produced by the internal creative studio. The same team handles marketing creative.
03
Platform Technology
Proprietary technology runs the full player-facing stack. No third-party RGS vendor. No PAM provider. No dependency on a supplier roadmap or pricing.
04
Marketing & Player Acquisition
Fully internal: AI-assisted advertising, video production, CRM, segmentation and performance analytics. No external media or creative agency.
05
Legal, Compliance & Licensing
Entirely internal. Multi-jurisdictional obligations across Denmark (DGA) and the UK (UKGC), from filings to AML/KYC to direct regulatory correspondence.
06
Infrastructure & Analytics
Proprietary analytics pipelines and real-time BI managing sessions across three platforms in two jurisdictions, with automated player-protection workflows.
A developer at work, Aalborg
Engineering floor · Aalborg
[ 02 ] AI across the stack

Machine intelligence, deployed at every function.

Machine LearningComputer VisionGenerative AIReal-time AnalyticsFraud DetectionNLP
AI.01
Game Mathematics

AI-assisted probability modelling ensures mathematically sound, certified-fair gameplay across the portfolio.

AI.02
Fraud Detection & Protection

ML models detect fraud, bonus abuse, and problem-gambling patterns in real time, protecting both revenue and players.

AI.03
Advertising & Video

AI-powered ad creation, video rendering and dynamic banners. The marketing pipeline produces compliant, market-specific creative at scale.

AI.04
Email Marketing & CRM

Intelligent segmentation, automated lifecycle campaigns and AI-optimised send times drive engagement while respecting player boundaries.

AI.05
Creative Asset Pipeline

From concept art to final game assets, AI accelerates production while artists maintain signature visual quality and brand consistency.

AI.06
Player Analytics & BI

Real-time dashboards, predictive models and behavioural analytics power every decision, from game design to market expansion.

[ 03 ] Engineering principles
01
Mobile-first

Every product designed for mobile from day one. Touch-optimised, responsive, instant load.

02
Cloud-native

Scalable infrastructure handling millions of sessions. Auto-scaling, redundancy, 99.9% uptime.

03
Security-first

End-to-end encryption, PCI compliance, regular penetration testing. Player-data protection is non-negotiable.

04
Multi-jurisdictional

Architecture designed for regulatory compliance across multiple European markets simultaneously.

[ 04 ] 25 years of building

The growth log.

2000
Founded
Started in Denmark with a vision for casual entertainment and gaming online.
2012
Spilnu.dk launched
Under DGA licence from day one of market liberalisation. All games in-house.
2014
Acquired by Danske Spil
Operated as a subsidiary, validating the platform and content model at national scale.
2017
Magnet Gaming formalised
Every title: owned IP, zero royalty.
2019
VIA Equity invests
CEGO reacquired from Danske Spil. Capital for UK expansion.
2021
Happytiger.co.uk
UKGC licence secured. Same infrastructure.
2025
Spinking.co.uk
Second UK brand, marginal infrastructure cost.
Today
140+ employees
200+ proprietary games. One platform. Two regulated markets, and more to come.
Future
AI-native
Exploration of new regulated markets.
At the studio window, Denmark
// The long game
Built in Denmark. Engineered to last another 25 years.
[ 05 ] Responsible by design

Player protection, processed in real time.

Self-exclusion tools

Mandatory self-exclusion integration across all platforms.

Spending limits

Player-set deposit and loss limits with cooling-off periods.

Age verification

Rigorous age and identity checks before any gameplay.

Responsible marketing

Extensive player protection and strict advertising guidelines.