Casinolyze Exclusive: ZeePartners on Growing UK Casino Brands Under 40% Duty

We sat down with Yotam, who works as the head of affiliate marketing at ZeePartners. The company is known for its three main brands: Playzee, Casiku, and SpinYoo.

Can you tell us about your new site? If you went online recently, why did you decide to expand into the online landscape? What is it that players can look forward to when choosing your brand over established operators?

We expanded into the online landscape to provide distinct, highly optimized player journeys instead of legacy, "one-size-fits-all" platforms. Built on White Hat Gaming (WHG) infrastructure under UKGC and MGA licenses, our brand portfolio targets distinct player preferences:

• Casiku (Launched Nov 2024): Our newest mobile-first brand featuring Pay N Play (PnP via Trustly/Zimpler) for instant onboarding, 3,000+ games, localized Finnish & English interfaces, and fast payouts.
• SpinYoo (Established 2021): Hyper-personalized experience featuring custom game feeds, tailored dashboards, and flexible player rewards.
• Playzee (Established Nov 2018): Gamified casino led by "Professor Zee," featuring daily "Zee Specials," 500 Zee Points upon registration, and multi-tier loyalty perks across Casino and Sportsbook verticals.

Launching or scaling a brand with a 40% Remote Gaming Duty on casino games doesn’t seem so fascinating to begin with. How does a startup operator achieve a path to profitability under this tax rate without compromising on player incentives?

Navigating high-tax regimes requires operational precision across technology, player retention, and commercial partnerships:

• Shared Tech Overhead: Operating under White Hat Gaming (WHG) keeps infrastructure costs agile and regulatory compliance watertight across jurisdictions.
• Targeted Regional Welcome Packages
• Sportsbook Promos
• Affiliate Performance Alignment

Established brands already have massive, historical databases to sustain them through the cross-sell and front-of-shirt marketing bans. As a new brand without that legacy database, what alternative digital acquisition channels are you exploiting to gain market share?

We focus acquisition spend on intent-driven channels rather than broad-reach sponsorships:

• Targeted Organic SEO Partnerships
• Multi-Vertical Acquisition (Casino & Sportsbook)
• Localized Native Landing Pages & Pay N Play

Most operators have now installed AI chatbots, but aside from that, how is your brand integrating AI directly into the sportsbook or casino product? Any new features such as hyper-personalised lobbies, real-time risk management and automated live trading, or something else?

We integrate AI deep within product functionality and security:

• Hyper-Personalized Game Lobbies (SpinYoo): Recommendation engines dynamically customize player dashboards, game categories, and promotional feeds based on historical play preferences.
• Real-Time Risk & Fraud Monitoring: WHG platform algorithms monitor gameplay patterns in real time to detect bot rings, bonus abuse, or stolen credentials.
• Dynamic CRM Triggers

Anything else you want to tell your players?

We are committed to delivering safe, friction-free gaming.

Players can count on 24/7 multilingual support (EN, FI, DE, ES), over 3,000 games from leading providers (NetEnt, Play'n GO, Evolution, Microgaming, Pragmatic Play), instant Pay N Play cashouts on Casiku, sports betting promotions on Playzee, and full responsible gambling frameworks (UKGC alignment, GAMSTOP, Gamban, GamCare).