First off, you are right on our high level concept. "A license in search of a casino" is an interesting way of putting it. The key value that we offer to gaming companies is the ability to leverage our gambling license.
However, you severely underestimate the difficulty of acquiring a UK Gambling Commission license. In order to get the licenses that we now hold, it took us over 18 months and $1.5 MILLION. This does not include the corporate structuring and other things that were extremely difficult to navigate through as a first-time applicant. These time & money costs are simply too great for the vast majority of small & medium sized game studios, and the compliance issues get increasingly prohibitive as you get into larger studios and finally AAA gaming corporations.
Interestingly, we were initially concerned with gaming industry's opinion on gambling like you mentioned, but we have found that that perception is not the case at all. The vast majority of responses are positive and the majority of markets that games work in are open to gambling games.
As for ensuring fair & legal applications of our API, we go through every game before it goes live with our platform and make sure that it is administered in an appropriate way. Our goal is to grow the entire social gaming + gambling ecosystem (or "social gambling games" as we like to call them), and unfair or predatory practices only damage the ecosystem as a whole. We take this very seriously and already have systems in place that let users set their own limits on deposits & losses, as well as a gambling addiction hotline.
What our service provides is the ability for game developers to incorporate real-money play into their games, including cash-out. We are audited by the UK Gambling Commission annually and we handle all gambling aspects of the games we partner with, so we essentially deal with all of the legal & financial issues. Game makers can simply plug in our API and have access to a very engaging form of monetization without overcoming the massive initial hurdles and dealing with the ongoing compliance issues. We think this is a pretty compelling value proposition for game developers.