As it prepares for launch in Denmark, Malta-based gaming company Yes.com believes that it has engineered the ‘leanest go-to-market strategy’, despite the tightening constraints of the European iGaming market.
The founding team of Yes.com is betting on both artificial intelligence and advanced automation as bridging gap that will enable the brand to scale across European iGaming markets.
The high-profile domain of Yes.com has been acquired by a new London and Malta-based igaming enterprise, led by co-CEOs Georgi Pepelyankov and Mads Vincent Jørgensen – both of whom are former senior executives of Kindred Group and FDJ United.
The co-CEO duo is joined by Chief Marketing Officer Antti Tikka, former Regional Director of Finland for Kindred Group, and Chief Technical Officer and IT Engineer Durgesh Dandotiya.
The founding team has stated that it has a combined 50 years’ experience in developing iGaming platforms, as Yes.com will be built as a modern igaming environment ‘where automation drives growth, powers CRM and shapes every player experience’.
Yes.com will spring to market in 2026, positioning itself as a next-generation challenger that is built on automation-led growth and CRM optimisation. Its core proposition is to create an AI-intensive ecosystem that spans both sportsbook and casino operations.
The brand has outlined its key aim to create a platform that has been designed to accelerate deployment for partners, while also reducing fixed costs that have, more often than not, created significant hurdles for challenger brands to excel.
AI-built challenger
However, beyond product breadth, the company’s primary focus lies in how the platform is developed and operated.
Commenting on LinkedIn, Tikka detailed: “Yes.com is a casino and sports betting entertainment portal coming online in Denmark. The challenge is to create a more modern and engaging experience than the category has traditionally delivered.
“Starting from a clean sheet means there’s no legacy tech or outdated processes to slow us down. Automation and AI sit at the heart of everything we do – product, CRM, customer experience and internal workflows.”
Denmark will serve as the venture’s initial launch market, signalling a clear commitment to expanding across Europe’s regulated environments, where compliance demands, legislative pressures and channelisation challenges continue to reshape operator strategies.
Rather than pursuing aggressive multi-market expansion, Yes.com will adopt a measured rollout in Denmark, with ambitions to enter additional European jurisdictions over the next 24 months.
The platform will be fully aligned with European regulatory standards and will incorporate standard responsible gambling tools such as deposit limits, self-exclusion mechanisms and reality checks.
However, such measures are now baseline requirements across licensed markets, offering limited differentiation in a highly mature sector. As a result, Yes.com must prove itself as a new go-to developer for European iGaming operators as it looks to expand further internationally.
