Platform and aggregator Groove has announced a new content partnership with Winfinity live casino provider, further enhancing its award-winning entertainment ecosystem with a portfolio designed to bring fresh innovation to the live casino sector.
Winfinity offers a diverse range of content spanning classic table games, including roulette, baccarat, and blackjack, alongside live game shows and RNG titles. The provider has built its reputation on combining technical expertise with creative game design to deliver distinctive player experiences that stand out in an increasingly competitive market.
By developing innovative interfaces, unique gameplay mechanics, and original gaming scenarios, Winfinity creates immersive experiences engineered to boost player engagement and retention. Its portfolio is supported by a strong focus on performance, usability, and memorable game design.
Rachel Tourgeman, Head of Partnerships at Groove, said: “Winfinity operates at a different level. They’ve taken live casino, a category that can feel static, and injected genuine creativity. Their patented mechanics like Last Chance and Blackjack aren’t gimmicks. They’re real innovations that change how players engage. Adding them to Groove’s aggregation platform means our operator cluster can offer something their competitors don’t have. That’s the kind of edge we’re always hunting for.”
Founded six years ago and headquartered in Riga, Latvia, Winfinity has rapidly established itself as an emerging force within the live casino industry, earning recognition with the “Rising Star in Casino Innovation” award at the SBC Awards.
A key area of differentiation is Winfinity’s approach to blackjack, where the company has introduced innovative features such as Last Chance, designed to add an extra layer of engagement to traditional gameplay. Private tables further enhance the experience by offering customised requests and a more personalised level of service.
The full Winfinity portfolio is now available to Groove partners through Groove Command, the company’s back-office platform. Operators seeking to enhance and diversify their live casino offering can access the content through a single integration and connect directly with the Groove team for further information.
Built to provide flexibility, scalability, and performance, Groove delivers access to more than 20,000 games through a single API, helping operators maximise player engagement and revenue generation.
Yahale Meltzer, Co-Founder and CEO of Groove, added: “The live casino space has been waiting for a fresh voice. Winfinity is that voice. They combine technical sophistication with genuine creative ambition, and that’s rare. By bringing them into Groove’s entertainment ecosystem, we’re giving our operators access to content that performs differently; stickier, more engaging, and built for the player who has seen everything. This partnership is exactly what ‘Find Your Groove’ means: finding the partners who push the category forward.”
