Software development studio 155.io is taking a unique approach to casino game development, combining real-world content with simple mechanics to explore what a betting game can actually be.
We sat down with Sam Jones, the CEO and Founder of 155.io, to talk about his unconventional route into the gambling industry and the ideas shaping his company's approach to game development. From management consulting to working in sports data, fantasy sports, and sports media marketing, gaming was the next step in Sam's career. His background has helped create a catalog of games that stand out from the crowd, bringing simple concepts and unexpected formats to the betting space.
From CCTV Rush Hour and Footfall to Marbles and Stairpong, all available to play here at MetaWin Casino, Sam tells us how 155.io is approaching casino gaming from a very different angle.
Have you always been in the gaming industry?
No, my route to the gaming industry wasn't really that conventional. I started my career in management consulting and recruitment, which led me to software and people analytics before I eventually moved to sports data and fantasy sports. I later founded a live shopping platform, which ultimately led me to experiment with filming real-world entertainment and rethinking live streaming - laying the foundations for what could eventually become 155.io, which I founded in 2024.
What was the original idea behind 155.io, and how has that changed since you launched?
When we started out, we really wanted to make alternative video content based on the real world. With the rise of AI, no one believes anything anymore, so I wanted our games to be real. All our games here at MetaWin, and everything in our portfolio, none of it's fake - it's all being filmed, if not by us then by our partners. Our games feature real cars, real marbles, and real plastic ducks.
In fact, the initial high video quality of our Marbles game led several people to tell me that it looks like it was made by AI, which, of course, it is not. We actually changed the cameras to a handheld iPhone to make it look even more realistic - it's a very 2026 problem.
One of the biggest changes, however, was something we hadn't initially anticipated - moving towards third-party content. Instead of doing the filming ourselves in certain games like CCTV Rush Hour, 155.io works with partners to bring real-world footage into our games.
As I've continued working in the gaming industry, I've also learned what formats work and which need to be adapted. That's led us to focus on games that are straightforward and immediately understandable, relying on simple gameplay instead of complex rules.
Also, the name 155.io reflects our mobile-first philosophy. When we started the company in 2024, the iPhone was 155mm in size. Our name is almost to remind us of one of our main focuses - creating games that look and perform smoothly on mobile.
Where do you see the future of casino gaming?
I don't think traditional casino games are going anywhere. While the industry may be increasingly commoditized, with dozens of versions of the same popular game types, people will always have their favorites and enjoy the familiarity of playing them.
Here at 155.io, however, we want to occupy a different space - somewhere in between entertainment and gaming. We want our games to be the kind of things you can tell your friends about and say, "You'll never guess what you can bet on now."
The appetite for new and more immediate forms of betting will only grow as audiences become more accustomed to the rapid-fire consumption of platforms like TikTok. Instead of watching a 3-minute horse race or a full football match, players are increasingly wanting more instant gratification and something quick, visual, and fun.
In your opinion, what makes a good 155.io game?
The key to a good 155.io game is simplicity. The concept itself should be easy enough to explain to your grandma or a random person on the street. That's why I think games like Marbles work so well, since there's no complicated set of rules to learn - it's simply the first one to cross the finish line.
I also believe imagery plays an important role, allowing our games to be understood in different markets without having to rely heavily on text - just like what Spribe did with Aviator. Plus, 155.io's games should give MetaWin Casino users different ways to approach their bets, from safer options with lower returns to higher-risk moonshot bets with the potential for bigger multipliers. Features like auto bet make it easier for players to repeat their bets, too.
Footfall, CCTV Rush Hour, Marbles, and Stairpong are very different games, but all have a simple concept at their core. Is that simplicity something you deliberately design for?
Yes. To me, the value of simplicity is very important, and it's always been a part of our product design philosophy. My aim with 155.io is to take something that could be complex and make it intuitive, both in terms of understanding the rules and knowing how to make a bet.
Still, simplicity is harder to achieve than it looks. Stripping away features isn't enough if you just end up simplifying the wrong things and making the overall experience more complicated. For 155.io, that means constantly thinking about what can be streamlined while keeping games engaging.
With Footfall and CCTV Rush Hour, what makes these different from more traditional casino games?
The biggest difference is that our games feel fresher and more authentic than other, more traditional casino games you can find at MetaWin. Take roulette as an example - it's a game that's remained popular for centuries, even though it's a relatively simple concept.
In contrast, CCTV Rush Hour is a much fresher concept. Alongside having a certified RNG, it uses real-world footage, which means you can trust what you're seeing - there's no sense that someone is influencing the outcomes behind the scenes.
There's also an element of anticipation. You have around 30 seconds to watch the footage and wait for the outcome, and these quick rounds create short bursts of excitement - almost like being a kid playing a car-counting game. You can see what's happening in real time, pick your odds, and experience that adrenaline rush - I think that's why people like it.
What's one thing about CCTV Rush Hour that might surprise people?
When we started running live traffic feeds, some people began trying to manipulate the outcomes. Some even travelled to the locations being shown and attempted to stop or slow down traffic after placing their bets - almost like an episode of Black Mirror!
To prevent this, we took the originally live CCTV footage and sliced it into 30-second segments, which are then randomized across over 100 locations. You can never know which location will appear next, making it impossible to manipulate the outcome. By the time a clip is shown, betting is already closed. While it still uses real-life CCTV footage, the security and randomness help keep the experience fair for everyone.
What's been your favorite game to develop so far, and why?
Marbles was one of my favorite games to develop, mainly because of everything that went into bringing it to life. Finding the specialists to build the marble track, then spending months constructing, painting, and lighting the races. It took six to 12 months before I saw a race on camera that I felt looked truly amazing.
But ultimately, it was CCTV Rush Hour that became my all-time favorite (so far, at least). It takes footage that has little value to anyone else but is priceless to us, and we turn it into something completely new. Seeing players respond to it and watching the game gain recognition was particularly rewarding because of how far it had come from 155.io's original concept.
However, we are currently in the process of developing a new game that will be coming out at MetaWin Casino in the next few weeks, which I know will be one of my new favorites.
What inspires you, and how much does internet culture influence the games you develop?
I take inspiration from a wide range of places, from companies like Apple, which completely rethought the way software and hardware can work together, to innovations within the gaming industry itself. For example, I love how Aviator's social features build trust by showing you who else is playing alongside you.
Inspiration also comes directly from the internet. We're constantly sent potential game ideas from investors and connections on LinkedIn, while TikTok, game shows, and viral videos can all spark ideas for new games. With so much video content now available, we're seeing an almost endless supply of real-world material that could potentially be turned into a game. However, the biggest challenge is finding something that actually works.
While we took inspiration from others, we were among the first to turn this style of content, like CCTV footage or marble races, into a betting game. Our focus isn't on worrying about copycats but on continuing to innovate and build a diverse portfolio of games.
Where does 155.io go next, and what haven't you turned into a game yet?
The next phase for 155.io will see us go deeper into the CCTV format while also launching our first sports game at MetaWin Casino. We see sport as a particularly interesting opportunity, but we also believe that 155.io games need their own space within the existing casino landscape rather than fitting neatly into traditional existing categories, like crash games or slots. Beyond that, we're continually exploring new concepts, including potentially free-to-play versions of our titles.
