Casumo is a digital-first gaming company founded in 2012 and headquartered in Malta. They offer a portfolio of online casino, live dealer, and sports betting[1] products across multiple regulated markets. Known for its colourful brand and playfulness, Casumo positions itself as a boundary-pushing operator in the iGaming industry, blending entertainment, innovation, and responsible gaming. Casumo operates under licenses from several regulatory bodies, including the Malta Gaming Authority,[2] the UK Gambling Commission,[3][4]H.M. Government of Gibraltar and the Swedish Spelinspektionen.[5] The company also owns the online casino operator Dunder.
Launched in 2012 with the mission to reimagine the online casino, Casumo quickly differentiated itself through gamification, introducing pioneering features like in-game challenges and achievements. This playful approach helped the brand carve out a distinct space in the market.
Casumo has expanded into numerous regulated markets including the UK, Canada (including Ontario[6]), Spain, Sweden, Finland, Ireland, and New Zealand. The brand’s immersive environment, known as the Casumoverse, serves as the core of its unique player experience—home to imaginative characters called UMOs who bring the platform to life.
The Casumoverse and the Rise of UMO
At the heart of Casumo’s brand evolution is the concept of UMO, a term coined by the company to capture a very specific, joyful feeling. UMO represents a spark of delight in otherwise ordinary moments—like receiving two snacks from a vending machine or unexpectedly getting a meeting cancelled. Casumo sees UMO as the silver lining of everyday life - and aims to deliver that feeling every time players engage with its app.
When a player “feels the UMO,” they enter the Casumoverse: a vibrant, eccentric world where fun is a lifestyle, curiosity is celebrated, and the mundane is transformed into magic. This philosophy is formalised as UMOϕLOSOPHY - the guiding principle of shaking up the dull and turning it into something delightful.
UMOs: Brand Avatars and Cultural Symbols
UMOs are Casumo's symbolic brand avatars - part jester, part explorer, part magician. They are designed to embody spontaneity, joy, and quirkiness. Often mute like the Minions (only saying “UMO”), UMOs are recognisable through bold costumes, exaggerated expressions, and playful behavior.
They represent:
A VIBE: energetic, colourful, surprising.
A MINDSET: turning everyday moments into playful adventures.
AN AVATAR: expressing the brand’s joy-first identity through visual storytelling.
Famous characters who embody UMO energy include the Genie from Aladdin, Phoebe Buffay from Friends, and the Cheshire Cat from Alice in Wonderland - each quirky, unpredictable, and joy-spreading.
Products and Features
Casumo’s offering includes:
Online Casino: Thousands of games including exclusive content like Casumo Bonanza.
Live Casino: Real-time table games hosted by live dealers.
Sportsbook: A user-tailored platform for global sports events and odds.
Casumo App: Available on iOS and Android, it supports FaceID, TouchID, Apple Pay, and offers Quick Launch for favourite games.
Gamification and Innovation
Casumo pioneered industry gamification through:
UMOdays: Daily celebrations packed with rewards.
Umoboards: Leaderboards to encourage friendly competition.
Casumo Play Okay: Responsible gaming tools including session limits, deposit caps, and self-exclusion.
Branded Content: Collaborations with top studios like Pragmatic Play (Casumo Bonanza) and Light & Wonder (Bits).
Casumo is currently evolving its UMOϕcation approach—a strategy that integrates brand identity into the digital product to reduce fragmentation and create a seamless, emotionally resonant player experience.
Responsible Gaming
Casumo's Play Okay program empowers players with:
Self-exclusion and time-out features
Deposit and session limits
Real-time notifications
24/7 player support
Access to resources via casumocares.com
UMO also appears in playful but protective product signals—e.g., freezing gameplay after 2 hours or visual effects when on a win streak.
Awards and Recognition
Throughout the years, Casumo has earned a long list of awards and achievements:
2025
SBC Awards – Rising Star in Casino (Operator)
EGR Awards – Operator of the Year in Western Europe
2022
International Gaming Awards – Best Customer Service Company of the Year
2021
EGR Nordic Awards – Casino Marketing Campaign
EGR Nordic Awards – Casino Operator
2020
Industry Community (ICA) Awards – Online Operator
2019
International Gaming Awards – Online Casino Operator
The company champions work-life balance, creativity, and learning, offering perks like flexible leave, ‘work from anywhere’, gourmet lunches, and personal growth and development via “Casumo College”.
Vision and Strategy
Casumo’s mission is to “build a trusted gaming (Casu)Umoverse, providing engaging and responsible experiences that foster connection and value for everyone.” Its core pillars are:
Smooth & Simple: Seamless platform experiences.
More Ways to Enjoy: Expanding formats and playful engagement.
More Responsible: Prioritising player protection and regulatory compliance.
It also utilises AI (SumAI) for:
Personalised content
Marketing optimisation
Responsible gaming insights
Sponsorships
Casumo has sponsored:
eSports events at Wembley Arena[7] where eSports events are held.
Reading F.C. (UK football club) under a two-year principal sponsorship deal starting in 2019.[8]
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