PartyCasino
PartyCasino is an online casino brand offering digital casino games, slots and live-dealer entertainment.
Last updated August 31, 2026
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Overview
PartyCasino is an online gambling brand focused on casino entertainment, including table games, slot games and live-dealer products. The service traces its origins to Starluck Casino, which was launched in 1997 under iGlobal Media by Ruth Parasol. Its early development placed it among the first online casino operations to achieve significant commercial visibility during the formative years of internet gambling. The brand's history is closely connected with the wider PartyGaming business. The success of the original casino operation helped support the development of related online gambling brands, including PartyPoker in 2001 and PartyBingo in 2003. PartyGaming subsequently became a major publicly traded online gaming company. It listed on the London Stock Exchange in 2005 and achieved a valuation that was sufficient for inclusion in the FTSE 100 Index at that time. In 2011, PartyGaming merged with bwin Interactive Entertainment AG. The combination created one of the largest listed online gaming groups and brought PartyCasino into the broader bwin.party portfolio. In February 2016, GVC Holdings plc acquired bwin.party digital entertainment plc. PartyCasino consequently became one of GVC's principal casino brands alongside other businesses spanning sports betting, poker and bingo. The brand underwent a substantial visual relaunch in June 2017. The redesign replaced the earlier cartoon-oriented presentation with a more polished visual identity using photo-realistic imagery, lens-flare effects and a more restrained two-colour logo. The work was developed through a collaboration between PartyCasino employees and Leeds-based advertising agency Home. The relaunch was intended to give the service a more mature and contemporary presentation while retaining its established casino positioning. PartyCasino's offering includes more than 500 games, covering conventional online casino formats such as blackjack and roulette, a broad selection of online slots and live-dealer experiences. The exact catalogue and availability vary by jurisdiction and licensing conditions. The brand operates within Entain's wider multi-vertical structure, which includes casino, sports, poker and bingo products and other brands such as bwin, partypoker, Sportingbet, CasinoClub, Betboo, Foxy Bingo and Gioco Digitale. In 2021, PartyCasino and PartyPoker were included in a multi-year partnership between Entain brands and McLaren Racing. The partnership was publicly launched at the Monaco Grand Prix on 23 May 2021, extending PartyCasino's marketing activity into international motorsport. PartyCasino is therefore best understood as a consumer-facing casino brand within Entain's regulated online gaming portfolio rather than as a standalone publicly listed company.
History
PartyCasino originated as Starluck Casino, an online casino launched in 1997 under iGlobal Media by Ruth Parasol. It appeared during the early expansion of internet gambling and became one of the more commercially successful online casino services of the late 1990s. The operation's development contributed to the creation of a broader family of Party-branded gambling businesses, including PartyPoker in 2001 and PartyBingo in 2003. The wider PartyGaming business grew rapidly during the first half of the 2000s. PartyGaming listed on the London Stock Exchange in 2005 and became sufficiently valuable to enter the FTSE 100 Index. Although PartyCasino was a casino operation rather than a separately listed company, its growth and identity were linked to this broader corporate platform. A major corporate transition occurred in 2011, when PartyGaming merged with bwin Interactive Entertainment AG. The transaction created a large publicly traded online gaming group and placed PartyCasino within the bwin.party brand portfolio. The next significant ownership change came in February 2016, when GVC Holdings plc acquired bwin.party digital entertainment plc. GVC operated the acquired businesses through a multi-vertical structure covering sports betting, casino, poker and bingo. PartyCasino became one of the group's principal casino brands. In June 2017, PartyCasino introduced a substantial brand and interface relaunch. The redesign replaced the previous cartoon-led creative style with a more sophisticated presentation built around photo-realistic imagery and lens-flare lighting. The logo was also changed: the earlier lowercase treatment and dice motif were removed in favor of a contemporary two-colour design. The work was produced through collaboration between PartyCasino staff and Home, an advertising agency based in Leeds. The brand's product scope includes more than 500 casino games, with categories such as blackjack, roulette, online slots and live-dealer entertainment. Product availability is subject to local regulation, licensing and market restrictions. PartyCasino operates as part of the larger Entain group, whose portfolio also includes brands in sports betting, poker and bingo. PartyCasino expanded its sports-marketing profile in 2021 through an Entain partnership with McLaren Racing. PartyCasino and PartyPoker were included in the multi-year relationship, which was launched at the Monaco Grand Prix on 23 May 2021. This partnership connected the casino brand with a globally visible motorsport property while retaining its role as an online casino service within Entain's regulated gambling portfolio.
- 2021
McLaren Racing partnership launches
[1]PartyCasino and PartyPoker begin a multi-year partnership with McLaren Racing, launched at the Monaco Grand Prix.
- 2017
PartyCasino completes a visual relaunch
[1]The brand adopts a new visual identity and redesigns its online presentation around a more mature, contemporary aesthetic.
- 2016
GVC acquires bwin.party
[1]GVC Holdings acquires bwin.party digital entertainment, including the PartyCasino brand.
- 2011
PartyGaming merges with bwin Interactive Entertainment
[1]The merger creates a major listed online gaming group and places PartyCasino within the bwin.party structure.
- 2005
PartyGaming lists in London
[1]PartyGaming becomes a London-listed company and grows sufficiently to enter the FTSE 100 Index.
- 2003
PartyBingo is established
[1]The Party-branded online gambling portfolio expands into bingo.
- 2001
PartyPoker is established
[1]The success of the early casino business supports the creation of the related PartyPoker brand.
- 1997
Starluck Casino launches
[1]The online casino that later became PartyCasino launches under the Starluck Casino name through iGlobal Media.
Products and positioning
A broad online casino brand positioned around a large digital game catalogue, traditional casino formats, slots and live-dealer entertainment, supported by the international infrastructure of Entain.
Digital casino · 1997
Online casino games
PartyCasino's core service is a broad online casino catalogue reported to contain more than 500 games. It includes digital versions of established casino formats such as blackjack and roulette, alongside other table-game categories. The service is delivered online and its available games may differ according to jurisdiction, licensing requirements and local product restrictions.
Casino games
Online slots
Online slots form a major part of the PartyCasino catalogue. The selection complements traditional table games and gives the brand a high-volume digital entertainment category suitable for online play. Individual titles, suppliers and availability can vary between regulated markets.
Live casino
Live-dealer casino
PartyCasino offers live-dealer experiences that combine streamed casino tables with online play. These products extend the brand beyond automated game software by presenting dealer-led formats associated with blackjack, roulette and related casino entertainment. Availability depends on the relevant market and operating licence.
Marketing campaigns
- 2021McLaren Racing partnership
International
PartyCasino and PartyPoker were included in Entain's multi-year partnership with McLaren Racing, connecting the brands with the Formula One team and its global motorsport audience.
Outcome. The partnership was formally launched at the 2021 Monaco Grand Prix on 23 May.
- 2017PartyCasino visual relaunch
International
PartyCasino worked with Leeds-based agency Home on a redesign that replaced the earlier cartoon-oriented creative with photo-realistic imagery, lens-flare effects and a more contemporary two-colour logo.
Outcome. The relaunch gave the brand a more polished and mature visual presentation.
Brand decisions
2017
Repositioning through a brand redesignStrategyBackground
PartyCasino sought a more contemporary presentation after operating with a cartoon-influenced visual style.
Action taken
The brand introduced a redesigned website, new imagery and an updated logo.
Aftermath
The service presented itself with a more sophisticated visual identity while continuing to focus on online casino entertainment.
2016
Acquisition of bwin.party by GVCM&ABackground
GVC Holdings pursued the acquisition of bwin.party digital entertainment to expand its international online gambling portfolio.
Action taken
GVC acquired bwin.party digital entertainment plc, bringing PartyCasino into its brand portfolio.
Aftermath
PartyCasino became one of the leading casino brands in the enlarged GVC group, later known as Entain.
2011
Merger with bwin Interactive EntertainmentM&ABackground
PartyGaming and bwin Interactive Entertainment combined as online gambling companies sought greater scale across sports betting, casino, poker and bingo.
Action taken
The companies completed a merger that created the bwin.party online gaming group.
Aftermath
PartyCasino operated within the newly formed bwin.party structure.
Recent events
McLaren Racing enters multiyear partnership with partypoker and PartyCasino[2]
Reported:
McLaren Racing entered a multiyear partnership involving Entain's partypoker and PartyCasino brands. The article says the partnership was scheduled to launch at the Monaco Grand Prix on May 23, 2021.
Sources2 sources
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