TLDR Zeal Group has bought UK prize draw operator SevenCanyon in its first move outside Germany. CEO Stefan Tweraser says tougher UK rules would actually help Zeal because of its German regulatory experience. The deal costs £33.9 million upfront, plus up to £4.8 million more if targets are met. SevenCanyon made about £99 million in billings last year, with £30 million in gross gaming revenue. SevenCanyon’s founders will leave within six months, replaced by a Zeal insider named Alex Green.
Zeal Group has entered the UK prize draw market for the first time. The German company bought SevenCanyon, a UK-based prize draw operator, this week.
This marks Zeal’s first expansion outside of Germany. The company had hinted at these plans back in March during its FY25 earnings call.
Zeal’s CEO, Dr Stefan Tweraser, spoke about the deal on an investor call on 9 July. He said Zeal’s experience in Germany’s strict regulatory system gives it an edge in the UK.
Why Regulation Matters for Zeal
Tweraser expects UK rules on prize draws to get stricter over time. He said this shift would favor companies like Zeal that already know how to work within tight rules.
“We expect the UK price draw to continue moving towards more formalised rules and higher regulated standards,” he told analysts.
Right now, the UK prize draw sector is not covered by traditional lottery law. Instead, it runs on a voluntary code of conduct that started in May.
SevenCanyon helped create that code. Tweraser called the company one of the main drivers behind it.
The UK prize draw market is large and growing. A April report from Rokker put its annual revenue at £1.3 billion, with about 7.4 million active players.
Industry voices have also pointed to the sector’s light regulation as a