Yes.com Prepares for European Launch With AI-Led Strategy
The Malta-based operator plans to debut in Denmark with a streamlined, automation-driven approach to scaling across regulated markets.
Yes.com is preparing for its European launch, with the Malta-based gaming company targeting Denmark as its first market and positioning itself around a streamlined, automation-led operating model.
The business has been established by co-chief executives Georgi Pepelyankov, and Mads Vincent Jørgensen, both former senior executives at Kindred Group and FDJ United. They are joined by chief marketing officer Antti Tikka, previously regional director for Finland at Kindred Group, and chief technical officer Durgesh Dandotiya.
The company said its founding team brings a combined 50 years of experience in developing iGaming platforms. Yes.com is being built as a new platform where automation and artificial intelligence underpin product development, customer relationship management and operational workflows.
Denmark will act as the initial launch market in 2026, with the company outlining plans for a measured expansion into additional European jurisdictions over the following two years. The approach reflects increasing regulatory complexity and competitive pressures across the region’s iGaming sector.
The platform is designed to support both sportsbook and casino operations, with a focus on reducing fixed costs and accelerating deployment for partners. The company has positioned its model as a way to address some of the operational challenges that have historically limited newer entrants in regulated markets.
Commenting on the launch plans, Antti Tikka said: “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“Starting from a clean sheet means there’s no legacy tech or outdated processes to slow us down.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.”
The platform will be built to align with European regulatory requirements, incorporating responsible gambling tools such as deposit limits, self-exclusion options and reality checks. While these features are standard across licensed markets, Yes.com’s broader strategy will be tested as it seeks to establish itself within an increasingly mature and competitive European landscape.
