In 2019, parent company Rootz LTD opened the doors to Wildz, its first online casino. This was the culmination of years of preparation from some of the best minds in the industry. Their outstanding collaboration was designed to set a new standard for online casino platforms, creating cutting-edge experiences for players to enjoy while exploring the outer limits of technology and its applications.
From the outset, Rootz operated with the payoff line “Automate the Game”, a statement that underscored the importance of using solutions to automate processes so that a lean product offering could generate potential rewards while remaining competitive and profitable. These ideals were realised in the primary online casino platform Wildz, leading to almost instant success among punters, paving the way for four additional online casino brands, each with their own identity and USPs.
Overcoming hurdles
The agility of the brands was almost instantly put to the test when the global operating environment encountered unprecedented limitations in the form of the COVID-19 pandemic. While Rootz has always maintained an international operational footprint, the demands placed on multi-national teams to produce top-level product enhancements became even more challenging with reduced travel, increased online collaboration and a tangible shift in player preferences. From online retail to other forms of e-Commerce becoming the norm rather than optional extras, the world changed almost overnight.
Throughout this period, the company continued to thrive, securing international awards and gaining recognition from other big players. A common thread that has been woven into commentary around Rootz is that it is a company that operates with integrity, always prioritising player safety and regulatory compliance.
Powerful partnerships
In addition to the proven success of the Rootz platform proprietorial software, the company has established long-lasting collaborations with some of the world's best game providers and leading payment providers. The result of these partnerships comes in the form of gaming excellence and safe and secure transactions, along with the reassurance that comes with licencing authorised by the Malta Gaming Authority and regional regulators in Ontario and Germany, respectively.
The past year has seen Rootz taking time to future-proof the company, refactoring the platform’s proprietorial code to make sure that players continue to enjoy the best possible experience, and establishing strategies that will take the platforms to the next level. While many of the original team members are still in place, Rootz has augmented its teams company-wide, adding talented individuals to the development, product, support, payment and marketing teams and boosting its leadership capacity.
In an industry that’s barely 30 years old, Rootz has managed to set a strong foundation for growth with five years of success. The dynamic world of iGaming will always be about staying ahead of the competition, anticipating and preparing for industry developments. While it may not be possible to predict what will happen over the next five years, it’s certain that Rootz will be at the forefront, setting trends and establishing the global standard in iGaming.