MadMen celebrates 10 years of operation

iGaming developer MadMen is celebrating its tenth anniversary this year, having spent the last decade delivering technology solutions for operators across a range of regulated and emerging markets.

Founded in 2016, the company initially operated in the B2C sector before transitioning to a B2B model as market conditions evolved. That experience as an operator continues to inform MadMen's approach today, giving the team first-hand insight into the technical, commercial and regulatory challenges faced by iGaming businesses. Today, the company provides front-end and back-end development services for iGaming operators, supporting projects ranging from new brand launches and platform integrations to market expansions and bespoke product development.

Over the past 10 years, the company has continued to work with established operators, challenger brands, and physical casinos looking to establish an online presence. As an independent development partner, MadMen works across multiple ecosystems, adapting to the specific needs of each client while building strong relationships with leading suppliers. These partnerships have continued to develop over time, with MadMen becoming an Official Gold Partner of EveryMatrix in 2022 and an Omega Systems partner in 2024.

Since delivering its first major B2B project in 2021, MadMen has completed more than 35 custom solutions for operators worldwide, helping brands reach hundreds of thousands of players and launching its first US sweepstakes project in 2025.

One factor behind MadMen's continued growth has been the flexibility in the business's approach to projects. The experience of the team means it has successfully delivered so many custom projects to support front-end and back-end work, quickly adapting to the needs of clients whilst keeping the end user in mind.

Moving forward, MadMen is integrating new technologies that make the business more efficient and better placed to handle larger projects. A key focus is integrating AI tools into its work, and the team has successfully used them to expand its capabilities by automating repetitive tasks, accelerating content and feature creation.

This also provides the business with quick insights to aid with decision-making, helping ensure high-quality work for clients and allowing them to pivot quickly as market needs evolve. Over the next few years, MadMen forecasts that the development team will transition into product engineering roles, focusing on the complex aspects and experimenting with new features, whilst automating the simpler side.

Commenting on the milestone, Michel Groenendijk, co-founder of MadMen, said: "We've been fortunate to spend the last decade working in an industry that has changed significantly in a relatively short space of time.

Since we started, we've seen major regulatory developments across multiple markets, the growth of cryptocurrency, the emergence of sweepstakes models, and, more recently, the rapid rise of artificial intelligence. At the same time, operators have become increasingly focused on specific audiences and territories.

Launching and growing an iGaming business today involves far more than developing a website. Payment integrations, compliance requirements, supplier relationships, and platform infrastructure all need to work together seamlessly, and our role is to help operators navigate that complexity. It's a common misconception that once you have a fully functioning product, success is guaranteed, but in reality, the tech side is only one part of the equation. A deep understanding of the industry, proper relationships with suppliers, and years of experience are all essential for achieving success, which is why clients choose to work with a business like ours.

Looking ahead, we see significant opportunities in areas such as AI-driven development, testing, and player engagement. Our focus will remain on helping operators adapt to new technologies and market requirements while bringing ambitious projects to market practically and sustainably.

By embedding AI into our delivery and product development processes, we can significantly reduce the time required to deliver solutions for both new and existing clients, allowing us to take on more projects of a larger size, as well as spend more time allowing our expert team to experiment with new features.

It's worth noting that whilst AI has its place within the company, there's still plenty that it's not able to automate. This is where our experience shines, managing different pipelines across different teams to keep everything aligned and integrated into the final product.

We're grateful to our team and clients who have been part of our journey over the last ten years."

With over a decade of experience as a development house, MadMen uses its expertise as an operator and the knowledge it's gained over the past 10 years of business to make bespoke iGaming solutions that actually work.

Whether it's tailored solutions to enterprise-level services, attention-grabbing design, or the integration of payment services, CRM practices, and gamification tools, MadMen are the service provider of choice for iGaming businesses looking to take their game to the next level, bringing their specific vision to life and ensuring they stand out from the competition.

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