Groove Technologies has intensified its focus on the sweepstakes gaming sector by appointing Michael Kitseliuk to the newly created position of Sweepstakes Account Manager. The move forms part of the company’s broader strategy to strengthen its position in a segment that continues to attract increasing attention across the iGaming industry.
The promotion follows an extended phase of technical preparation aimed at expanding the capabilities of Groove’s platform in the sweepstakes environment. The company stated that its enterprise-level system has undergone extensive development and testing to support operators seeking to enter the model.
Groove’s aggregation platform connects operators to a wide range of casino content across multiple gaming verticals. The library includes thousands of online slots, live dealer titles, bingo, and classic table games such as blackjack, roulette and poker, along with specialty formats like crash games, lotteries and virtual games. Through a single API integration, operators gain access to more than 15,000 titles from over 150 game providers, allowing them to build diverse gaming libraries without negotiating separate integrations with each studio.
With the sweepstakes initiative, the company aims to provide operators with tools designed to increase scalability and operational performance in this rapidly expanding segment.
Dedicated Role Created to Drive Sweepstakes Expansion
Kitseliuk previously worked within Groove’s technical operations team and brings three years of experience with the company to the new position. His background in platform infrastructure and integrations is expected to support partners adopting the sweepstakes model through Groove’s ecosystem.
In his new role, he will lead the company’s sweepstakes initiative and coordinate with operators integrating the model into their platforms. His technical experience is intended to simplify onboarding processes and ensure smooth integration for partners using the aggregator’s system.
Kitseliuk commented on the initiative, saying:
"I'm thrilled to be leading the charge on Groove Sweepstakes. This vertical represents the forefront of market accessibility. The lighter regulatory footprint allows operators to launch faster and tap into vast audiences with incredible speed. We're not just following a trend; we're empowering our partners to unlock a significant new revenue stream and open doors to previously complex markets."
The company believes sweepstakes gaming offers operators a faster path to market entry compared with more heavily regulated casino environments. As interest in this model increases, Groove aims to position its platform as a distribution hub capable of supporting operators entering the segment.
Platform Preparation and Content Supply
Groove’s sweepstakes expansion follows a period of internal testing designed to ensure compatibility between the platform and content providers specializing in sweepstakes games. According to the company, the preparation involved detailed technical work to guarantee stable performance for both operators and players.
The platform already supports a growing catalogue of content and adds more than 150 new games each month. This expanding pipeline is expected to help supply sweepstakes platforms with a steady stream of titles.
Rachel Tourgeman, Head of Partnerships at Groove, explained how the company prepared its content network for the initiative:
"This isn't a one-size-fits-all solution. We've undertaken rigorous, bespoke technical testing for each provider to guarantee a flawless experience for both the operator and the player. This diligence means we can now offer our operator cluster access to a vast network of nearly 50 premier game providers specialising in sweepstakes coins, all integrated and ready for launch."
The platform’s architecture allows operators to deploy content through a single integration while benefiting from built-in engagement tools and real-time analytics. These features aim to support operators as they expand their offerings into sweepstakes gaming environments.
Leadership Signals Long-Term Strategic Direction
Company leadership described the appointment as part of a broader effort to strengthen Groove’s position across multiple gaming verticals. By creating a dedicated role focused on sweepstakes operations, the company intends to provide partners with additional support as demand for this model grows.
Yahale Meltzer, Co-Founder and COO at Groove, commented on the strategic direction:
"Our promotion of Michael into this dedicated role signals a new era for our sweepstakes platform. We are harnessing its full potential to offer operators super-fast integrations, a proven and diverse game library, and a technically superior platform. This is a definitive step in providing a complete, market-leading solution for every segment of the iGaming industry."
Groove, headquartered in Israel, launched in 2016 with the goal of providing aggregation and platform services for online gaming operators. Its system combines game distribution with platform infrastructure and analytics tools designed to support operator growth across global markets.
By strengthening its sweepstakes offering and appointing leadership dedicated to the vertical, the company aims to expand its role within a segment that continues to draw interest from operators seeking alternative models of online gaming distribution.
Source:
Groove Technologies Intensifies Focus on High-Growth Sweepstakes Vertical with Strategic Appointment, Groove Technologies, Press Release, March 2026.
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