The story of HOOLOOVOO
and the things we do

HOOLOOVOO was established in Belgrade by a close-knit group of senior software developers. From the very beginning, the focus was on complex engineering challenges, especially systems that had to remain stable under pressure and scale reliably.

In its early phase, the team delivered core development services for iGame. When Kindred Group (a European sports betting and iGaming operator) acquired iGame that summer, HOOLOOVOO maintained engineering continuity and helped keep critical infrastructure stable during the transition.

HOOLOOVOO began official cooperation with Kindred Group. This marked the start of a long-term partnership that continued through later corporate changes.

HOOLOOVOO expanded both as an engineering organization and as an employer brand. We launched the "Matori Developer" employer branding campaign, aimed at attracting experienced senior engineers by focusing on what actually matters to them: a healthy work-life balance, a pressure-free environment, and honest terms. Featuring the authentic character of "Matori," the campaign won the award for the Best Digital Campaign in the region.

Building on this concept, we developed our own "Matori Developer" fashion brand, established a non-conventional presence at IT events, and built a recognizable, active voice in the community that supports initiatives aligned with our values.

The result of our authentic employer branding activities, transparent culture, and honest communication: developers voted HOOLOOVOO the 4th Most Wanted Tech Company in Belgrade and the 7th Most Wanted Tech Company in Serbia.

HOOLOOVOO expanded its focus from software engineering and platform development into custom Artificial Intelligence systems and broader AI transformation.

The shift began with internal adoption. HOOLOOVOO built HAIP, its secure proprietary AI gateway, introduced cross-functional AI education, and integrated AI into daily workflows and decision-making across the entire organization. This internal transformation became the solid foundation of the company’s external AI expertise.

La Française des Jeux (FDJ) completed the acquisition of Kindred Group, creating one of Europe’s largest iGaming operators. HOOLOOVOO’s cooperation and engineering continuity remained stable and continued through that transition.