Groove partners with NeverEnding to bring high-octane slots to global operator network

NeverEnding has quickly established itself as a refreshingly agile alternative in a crowded iGaming market

Groove has entered into a strategic partnership with NeverEnding, the “anti-bureaucracy” iGaming content provider that is rapidly reshaping the video slots landscape.

This latest collaboration reinforces Groove‘s position as the go-to partner for studios prioritising large operator clusters, scale, speed and technical stability, while giving Groove’s international operator community direct access to NeverEnding’s high-octane portfolio, including hit titles such as Ultimate Hot Coins: Hold & Win and Coin Blast Extra.

NeverEnding has quickly established itself as a refreshingly agile alternative in a crowded iGaming market, delivering fast decision-making, sharp strategy, and results-driven output that resonates with today’s operators. The company’s philosophy of “Games, Growth, and No Excuses” has eliminated operators’ number one frustration: waiting. With same-day decisions, no red tape, and no six-month waiting cycles, NeverEnding has built a reputation for enterprise-grade stability combined with startup speed. Every game is played over five thousand times by real players before release, ensuring that by the time a
title hits an operator’s lobby, it has been tested, tuned, and built to perform.

This commitment to quality and efficiency aligns perfectly with Groove’s own operational philosophy of delivering structural resilience without compromising on speed or commercial outcomes.

Rachel Tourgeman, Head of Partnerships at Groove, who has been at the forefront of the company’s global partnership drive, commented: “The aggregation space is crowded, and operators are increasingly discerning about which partners they trust with their growth. They are not just looking for volume or speed. They are looking for structural resilience, data intelligence, and a partner who can execute across fragmented regulatory landscapes with precision. NeverEnding offers a distinctive product that solves a real commercial problem: how to stand out in a content market where differentiation is everything. Their titles are built to perform, and their decision-making speed means we can move from conversation to integration in record time. That matters to operators who are competing for player attention every single day.”

Tourgeman added: “Our platform’s architecture is designed to handle massive scale without compromising on stability. Whether an operator is launching NeverEnding’s latest title in a mature European market or an emerging jurisdiction in Latin America or Africa, they receive the same flawless performance and complete regulatory peace of mind. This partnership is a testament to Groove’s commitment to providing operators with the most engaging and reliable content on the market, and to NeverEnding’s recognition that speed and quality are not mutually exclusive. Together, we are setting a new standard for how content providers and aggregators should collaborate.”

The partnership between Groove and NeverEnding represents a meeting of two companies built on speed, transparency, and a relentless focus on performance. NeverEnding’s portfolio, which includes a growing library of Hold & Win titles, jackpot-enabled games, and built-in promotional tools such as tournaments and loyalty systems, will now be available to Groove’s extensive operator
network through a seamless single API integration.

Ihor Zarechnyi, Chief Executive Officer of NeverEnding, brings a distinctive philosophy to the iGaming content space, one that prioritises player experience above all else. In a recent interview, Zarechnyi stated that if the product is bad, players simply will not play it, and no amount of marketing will change that. This player-first approach has guided NeverEnding’s rapid ascent, with the company earning a nomination for Slots Provider of the Year at the AffPapa iGaming Awards 2026.

Zarechnyi said: “Groove understands that the future of iGaming aggregation is not about who has the most games. It is about who makes them playable, fast, and stable. Groove’s platform reach, their commercial precision, and their operator-first philosophy make them the ideal partner for NeverEnding. They move as fast as we do, and they share our commitment to cutting through bureaucracy and delivering results. This integration will see our titles reach new markets and an even wider audience, while giving operators the tools they need to scale with quality content. We are excited about the opportunities that come through this partnership and for what lies ahead as we continue to establish NeverEnding as a leading provider of high-performance slots across the globe.”

This collaboration is the latest in a string of strategic content acquisitions for Groove, which has seen the company welcome numerous new game providers throughout 2026 while expanding its global footprint across Europe, Africa, Asia, and the Americas.

Yahale Meltzer, Co-Founder and Chief Executive Officer of Groove, said: “NeverEnding embodies everything we look for in a content partner. They are fast, decisive, and uncompromising on quality. Their ‘anti-bureaucracy’ approach is not just a marketing line. It is a genuine operational philosophy that mirrors our own commitment to cutting through complexity and delivering for operators. Our partners need content that performs, and they need it now. NeverEnding delivers exactly that, with titles that keep players engaged and coming back for more. This collaboration is a natural fit, and we are excited to bring their portfolio to our global network.”

Meltzer continued: “At Groove, we have built our platform on what we call our Unseen Architecture: predictive auto-scaling, atomic transactions, and a real-time compliance mesh that ensures flawless performance in even the most demanding regulated markets. When we bring a partner like NeverEnding onto our platform, we are not just integrating their API. We are providing them with a launchpad to scale globally, backed by twenty thousand games from over one hundred and fifty providers and a 24/7 multilingual support team that delivers market-specific expertise across Europe, Asia, Africa, and the Americas. NeverEnding’s portfolio, including Ultimate Hot Coins and Coin Blast Extra, will sit alongside the best content in the industry, giving our operators a genuine competitive edge.”