EMB Mission Bound: Building an iGaming Value Chain
We had the pleasure to video interview Richard Hau, the Group Chief Operating Officer of EMB Mission Bound. The video is also available on YouTube.
We had the pleasure to video interview Richard Hau, the Group Chief Operating Officer of EMB Mission Bound. The video is also available on YouTube.
At iGB L!VE London 2025, we spoke with Richard Hau, the Group Chief Operating Officer of EMB Mission Bound, about the company’s bold ambitions, diverse acquisitions, and strategic approach to building a full-scale iGaming value chain.
Richard started by explaining the company's origins in 2019 with Lady Luck Games. From the outset, the team focused on building immersive titles with engaging mechanics. Growth accelerated with the acquisition of ReelNRG in 2022, further expanding their game portfolio and geographic reach.
By 2025, EMB Mission Bound had rebranded and restructured with a larger vision: to provide a full-service iGaming ecosystem. As Richard described it:
"We have a future vision not just for gaming, but for the entire ecosystem of creating a value chain for the iGaming industry."
According to Richard, EMB’s long-term vision goes beyond game development:
This integrated setup allows EMB to deliver better efficiency for operators and enhanced gameplay for players:
"We want every player to get the optimum experience across the entire board."
Lady Luck Games started in Sweden, but EMB has been focused on expanding westward. One unique angle has been bringing Asian gameplay sensibilities to Western markets:
"We're bringing expertise from Asia to the European markets... making sure there's a cross-pollination of gameplay styles."
This approach reflects a global mindset and an ambition to blend market-specific tastes into one unified product strategy.
One of EMB's latest acquisitions is the Confetti Group, a company specializing in User Experience (UX). For Richard, this was a strategic move:
"We want our players and operators to have the best experience. That means focusing on how they engage with the games."
The emphasis on UX is central to EMB's goal of not just acquiring companies, but synergizing them to improve player experience.
Richard comes from a background in one of the world’s largest marketing and media agencies. He worked across multiple sectors; FMCG, FinTech, CPG, but found iGaming particularly compelling:
"You can still do so much transformation. There are so many different types of opportunities out there."
He’s passionate about transferring successful models and innovations from other industries into iGaming to drive progress.
When asked about his favorite game from the portfolio, Richard highlighted Transylvanian Gold:
"It blends immersive design, AAA-level graphics, and very strong math models to create an exciting experience."
The game represents the new wave of titles EMB is aiming to produce, and combine creative storytelling with polished execution.
EMB Mission Bound’s strategy is clear: build a full iGaming value chain that serves players, operators, and partners alike. From game development to aggregation and UX design, the company is positioning itself as a comprehensive solution provider in a competitive global industry.
As Richard concluded:
"Thanks for having me. It’s exciting to be part of shaping the next generation of iGaming."