A fresh approach to lottery and gaming

Geonomics was founded in 2008 by brothers James and Henry Oakes with a vision of bringing new and innovative games to the gaming and lottery industry

What we do

Our original products – GeoLotto and Booty Pirates – were online games that use maps to engage a new generation of online gamers and lottery players. The games ran in the UK until March 2016 when Geonomics was acquired by ZEAL Network SE.

Our products


Who we are

Since our inception we’ve hired over 40 world-class designers and software engineers, led by an experienced and pragmatic management team.

We’re headquartered in Clerkenwell in London and, since March 2016, owned by ZEAL Network SE.

Our team

Why we do it

We believe that lottery players deserve a better choice

The world has moved on a lot over the last few years – but unfortunately traditional lottery has not. In all other walks of life, from listening to music on Spotify or watching films on Netflix,  modern technology has been used to give consumers a better experience. We passionately believe that the same should apply to gaming and lottery, so we are here to bring lottery into the 21st century.

We believe the lottery industry needs to create new games that appeal to today’s players. And we’re here to make that happen.

How we do it

Making products that people love

We use the best elements of Lean UX and Agile methodology to create a unique culture that brings out the best aspects of collaboration, iteration, experimentation and continuous learning to create products that are exciting and delightful.

We believe in the power of usability testing, using live data and analytics to meet user needs and create products and features that engage with our users and customers. We aim to be as efficient as possible, with little to no wasted effort whilst not being afraid to fail cheaply and fast to focus ourselves on delivering a product that fits the market.

Our values

Change is an opportunity

We’re not afraid of change, that’s why we’re here: innovating in the lottery industry takes courage, determination and intelligence. We’ve seen things that need to be transformed and we’re ready to innovate.

There’s always room for improvement

We make world-class products and deliver the highest calibre of services but that doesn’t mean we’re satisfied with our work so far. We’re constantly striving to make our products better.

Our people can do great things

We go to great lengths to hire the very best people, and as such we have a team that we’re really proud of. We believe that empowering smart people to take ownership of their work and goals is the best way to produce great products.


We’re constantly coming up with new ideas. To date, we’ve had five patents granted around the world covering everything from the concepts, to our core technology, to future product ideas.  This has been done by fostering a culture of innovation (along with some help from our intellectual property lawyers).

Memberships & Compliance

We’re regulated by the UK Gambling Commission and hold associate memberships for the World Lottery Association, North American Association of State and Provincial Lotteries (NASPL), the European Lotteries (EL) and Asia Pacific Lottery Association (APLA).

We’re also certified by GamCare – the UK’s national centre for information, advice and practical help regarding the social impact of gambling – and proudly support the GambleAware initiative.

Corporate Social Responsibility


In addition to our commitment to creating innovative games, Geonomics proudly supports Anthony Nolan, the UK blood cancer charity.

Anthony Nolan is a pioneering charity that saves the lives of people with blood cancer who need a blood stem cell, or bone marrow transplant.

Geonomics runs regular staff fundraising events throughout the year, raising thousands of pounds in support of Anthony Nolan’s important work. Check out our News page for  more news on our recent endeavours!

Anthony Nolan