ICONIC21 Expands to Lithuania: New Live Casino Studio Planned for Vilnius

The live casino industry continues to see rapid movement, and provider ICONIC21 is sending a clear signal of growth. A new center for digital entertainment is currently being established in Vilnius, aiming not only to set new technical standards but also to provide an economic boost for the region. This marks the company's second major production base in Europe, alongside its existing headquarters in Bucharest, Romania. The move follows a clear strategy to strengthen local presence in regulated markets and increase production capacities for tailored content.

The new project spans more than 1,400 square meters, covering two full floors. Here, modern studio rooms are combined with office spaces to ensure the smooth operation of live broadcasts. The company, which operates in 150 countries and works with over 15,000 brands worldwide, deliberately chose Lithuania for this site. Vilnius is regarded as a dynamic environment with a modern business ecosystem, providing ideal conditions for recruiting talent.

Numbers and facts

The number of new jobs is particularly impressive. Over 350 positions are being created in Vilnius, with a focus on young professionals and career changers. The recruitment process has already begun, primarily seeking game presenters and studio technicians. An interesting aspect of the company's policy is that no prior experience is required for studio roles. Training is provided internally, facilitating labor market access for those starting their careers.

The economic framework in Lithuania heavily supports this decision. The Lithuanian Gaming Control Authority reported gross gambling revenue (GGR) of 274.1 million euros for 2025. This represents a 13 percent increase compared to the previous year. This positive market development makes the country an attractive destination for international investment in the iGaming sector.

"Vilnius is a dynamic and rapidly growing city that draws ambitious, talented people. That is precisely why we chose it for the next stage of our growth. Here we are building an environment where people can start their careers, grow quickly and take on real responsibility from day one." - Rokas Benetis, Country Manager at ICONIC21

Background

ICONIC21 is well-known in the industry. Until September 2024, the company operated under the name BETER Live before separating from the BETER Group and rebranding. Since then, the provider has pursued an aggressive expansion course. In June 2026, the portfolio was integrated with Novibet across nine regulated markets. This was followed in August 2026 by the appointment of Gary Francis as Director of Business Development. The company holds a license from the Malta Gaming Authority (MGA) and has certifications from BMM Testlabs.

In addition to the new site in Lithuania, ICONIC21 is currently evaluating further expansion opportunities at its main site in Romania as well as in other markets. Its specialization lies in live casino games, slots, and virtual instant-win games, with an emphasis on exclusive titles developed specifically for individual partners.

Why it matters for German players

For fans of live casino action in Germany, this news comes with a significant caveat. The German Interstate Treaty on Gambling 2021 (GlüStV 2021) largely prohibits classic live casino games with real dealers (such as roulette or blackjack) under the nationwide online licensing for private operators. While ICONIC21 expands globally and creates hundreds of jobs, these games find no place in online arcades licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL). German customers residing in the Federal Republic are only permitted to play at virtual slot machines in legal casinos, which are subject to a strict 1-euro limit per spin and a monthly deposit limit of 1,000 euros via the LUGAS system.

Anyone who still encounters live content is often dealing with providers licensed in Malta or Curacao, which are considered illegal in Germany and do not offer player protection according to German standards. However, ICONIC21's expansion demonstrates the high demand on the international market for quality live streams. It remains to be seen whether individual federal states will grant their own concessions for online table games in the future, which could then potentially utilize such studios.

What it means for GGL-licensed casinos

For German operators with a GGL license, the opening of the studio in Vilnius does not change their game offering in the short term. Since German regulation is heavily focused on slots, providers like ICONIC21 cannot leverage their strengths in the live sector here. Nevertheless, the technical expertise of such companies is often relevant for developing new slot concepts as well. GGL-licensed casinos must strictly adhere to the whitelist and may only offer games that have been explicitly approved. Cooperation with a studio that invests heavily in technical personnel could long-term improve the quality of streamed content, should there ever be a liberalization of table game rules in Germany.