Plumbee

About Plumbee

Plumbee was a London-based social casino gaming studio established in 2011 by a trio of former Electronic Arts (EA) Playfish executives: Raf Keustermans (CEO), Gerald Tan (COO), and Jodi Moran (CTO). The founders leveraged their collective experience in marketing, production, and technology from the social gaming giant to enter the rapidly growing social casino market. Keustermans had previously served as Global Marketing Director at Playfish and held marketing roles at Unibet, while Moran led technology teams at Playfish, Sulake, and Atari.

The company's business model centered on free-to-play games, generating revenue through in-app purchases where users could buy virtual credits to continue playing. Plumbee's flagship product was Mirrorball Slots, launched on Facebook in 2012. This game differentiated itself with high production values and engaging, story-led slot machine experiences often themed around fairy tales. The platform expanded to iOS and Android devices, achieving over 10 million downloads across all platforms.

Plumbee successfully secured $2.8 million in initial funding in March 2012 from Idinvest Partners. This was followed by a Series B round of $14 million in late 2013, led by Endemol, a strategic investor that provided both capital and entertainment industry expertise. The company grew to a team of over 40 employees. In February 2016, Plumbee was acquired by GSN Games, a subsidiary of Sony Corporation, for an undisclosed amount, marking a significant consolidation in the social casino sector. Following the acquisition, the Plumbee team became GSN's London studio, with CEO Raf Keustermans staying on as General Manager to continue leading the division.