ZEAL Instant Games at SBC Lisbon 2025
We had the pleasure to video interview Alex Green, the VP of Games of ZEAL. The video is also available on YouTube.
We had the pleasure to video interview Alex Green, the VP of Games of ZEAL. The video is also available on YouTube.
ZEAL Network is Germany’s largest lottery broker. It also owns ZEAL Instant Games, a content studio founded in 2018 to build digital games in-house as the digital market expanded.
The studio received its MGA license in 2020. In 2023, ZEAL Instant Games launched titles on ZEAL’s own platforms Lotto24 and Tip24. By 2024, the games also reached other operators in Germany, marking the start of external distribution.
“It was a business decision to start building our own games in-house.”
Alex Green is the VP of Games at ZEAL. He brings a career background in the lottery sector, working extensively with digital games.
Transitioning into iGaming was a natural move. For him, ZEAL stood out as a place with opportunity, strong games, and a team-driven culture that motivates growth.
“We’ve got great games, a great team, and a great culture.”
ZEAL Instant Games has a portfolio of around 50 titles, covering multiple digital game formats. Each caters to a different audience segment.
The most successful game to date is The Bookmaker, a book-themed slot resonating strongly in Germany. Alex Green’s personal favorite is Deep Dive, an underwater slot admired for its graphics, sound design, and atmosphere.
“Games themed around books in Germany are really popular. Our best seller to date is The Bookmaker.”
There is no universal recipe for success. ZEAL believes the process starts by developing, launching, and analyzing market response.
Still, there are clear fundamentals: high-quality visuals, smooth performance, strong sound, and intuitive design. These elements ensure that players feel engaged and motivated to return.
“You develop, launch, and see how the market responds.”
The industry still shows a strong presence of crash games. In certain regions, fishing-style games are booming.
For Germany, Alex sees demand growing for slots with progression and light storytelling. These provide players with a sense of advancement and added entertainment value.
ZEAL also uses characters and protagonists to give games an identity, bringing them to life with storytelling elements that go beyond mechanics.
“We often use a protagonist to bring the proposition to life and add storytelling.”
Responsible gaming is central to ZEAL’s approach. It includes game mechanics, but also the wider environment of play and communication.
The studio applies monitoring tools to track player behavior, intervening when signs of problematic play appear. Communication with players is tailored to promote safe experiences.
In Germany, ZEAL follows strict rules about maximum plays within a time frame and continuously reviews RTP levels. This ensures compliance and protects players.
“It’s always front of mind for us and part of how we bring new games to market.”
Transparency is the foundation for fairness. Players should know in advance how a game works and what its RTP is.
ZEAL uses monitoring algorithms to make sure that live game performance matches design RTP. This builds trust and ensures long-term credibility with players.
“Players should know what they’re going to buy, and we deliver in line with what we promise.”
ZEAL Instant Games is currently launching about two new games each month. This steady pace brings continuous variety to operators and players while allowing the studio to refine quality and responsiveness to trends.
For existing players: thank you for your support. Expect more games, new launches, and continued improvements in the pipeline.
For new players: ZEAL encourages you to explore the portfolio and try Deep Dive to experience the studio’s creative design first-hand.
“Have a look at what you like the look of, and definitely try playing Deep Dive.”