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Plumbee
Consumer Services · London, United Kingdom · Founded 2011
Plumbee is a social casino games company providing a free-to-play and real-money digital casino entertainment platform. MoreLess
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. Keywords: Plumbee, social casino games, Mirrorball Slots, Raf Keustermans, Gerald Tan, Jodi Moran, GSN Games acquisition, free-to-play, in-app purchases, mobile gaming, Facebook games, social gaming startup, Playfish alumni, Idinvest Partners, Endemol, online slots, gaming studio, London startup, digital entertainment, social casino market, cross-platform games, venture capital.
Company overview
Plumbee company information
The essential company record, classifications and operating signals in one place.
- Status
- Acquired
- Founded
- 2011
- Headquarters
- London, United Kingdom
- Employees
- 9
- Open positions
- None listed
- Dealroom signal
- 54.7
Valuation & funding
Plumbee funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| ACQUISITION✓Exit | Feb 2016 | $0 | — | GSN | — |
| LATE VC✓Equity / VC | Dec 2013 | $13M | $51M | Undisclosed | — |
| EARLY VC✓Equity / VC | Mar 2012 | $2.8M | $11M | Eurazeo | — |
Financials
Revenue, earnings and profit over time
Reported history and available estimates. Estimated years are marked “E”; sparse fields are left blank rather than inferred.
Growth signals
Plumbee website traffic
Latest recorded traffic for Plumbee is 100 monthly website visits, down 9.1% over the last three months. Plumbee's team grew 0% over the past year.
Comparisons
Plumbee compared with similar companies
Dealroom’s weighted taxonomy model identifies the closest operating peers. Company identity and context stay open; selected comparison metrics preview what is available in the platform.
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 PlaytechOnline gaming software supplier offering cutting-edge, value-added solutions to the industry’s leading operators |
London, United Kingdom | Operational |
Talent graph
Plumbee's talent
Source: Dealroom Talent Intelligence.
Global footprint
Where Plumbee has talent and traffic
In the news
Latest news about Plumbee
Recent press, funding announcements, and product moves mentioning Plumbee — open to read from the original sources.
Market sentiment
What the market is saying about Plumbee
An AI-synthesized read of the highest-engagement posts about Plumbee on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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