DoubleUp

DoubleUp Group is a business-to-consumer (B2C) operator in the iGaming industry, focusing on creating intuitive online casinos and managing affiliate programs. The company partners with Pragmatic Solutions for its iGaming platform technology, which includes a Player Account Management (PAM) system, CRM tools, and payment services, to support its multi-brand strategy.

The company's first brand, Doggo Casino, was launched in the second quarter of 2021 through a partnership with Microgaming, which provided its portfolio of games. Following this, DoubleUp launched Norppa Kasino in 2022, a brand with a philanthropic angle aimed at the Finnish and broader Nordic markets. The launch of Norppa Kasino reflects the company's strategy of creating hyper-local brands and is notable for its commitment to supporting seal protection charities. The CEO, Alessandro Rallo, emphasized that a core value of the group is a collective love for animals, which they integrate into their brand identities.

The business model includes managing an affiliate program, DoubleUp Partners, which markets the group's iGaming brands. This program offers affiliates a revenue-sharing plan based on the number of new depositing players they refer, with commission rates up to 45%. The affiliate program utilizes Cellxpert software for tracking and reporting. In May 2025, DoubleUp Group announced it had secured $4 million in a seed funding round to accelerate its growth and enhance its platform's user experience through advanced technology.

Keywords: iGaming, online casino, affiliate programs, B2C operator, player retention, Doggo Casino, Norppa Kasino, revenue sharing, casino marketing, player account management, Pragmatic Solutions, Microgaming, user experience, mobile gaming, philanthropic casino