Play’n GO: Secrets of Success by Creating Winning Strategies In Regulated Markets

Ever since it was founded in Sweden in 2005, Play’n GO has been at the heart of regulated gaming and become a player favourite across the European, North American and Latin American markets, writes Lauren Harrison. 

Play’n GO’s journey of expansion and ongoing success has been nothing short of impressive. In the last three-years alone, for example, the company has secured 10 new jurisdictional licences.

Such consistent growth is a testament to the supplier’s winning strategies and its ability to adapt to evolving gaming landscapes. 

But what’s the secret of Play’n GO’s success?

In a recent exclusive tête-a-tête with iGaming Future, Magnus Olsson, Play’n GO’s charismatic Chief Commercial Officer, talked about the blockbuster game studio’s record-breaking performance, discussed the development of new, pioneering, games, and, crucially, explained why stakeholders need to forge cooperation when it comes to all-important Compliance and Regulation.

We began by asking Magnus:

Play’n GO has a global presence and recently entered some great new jurisdictions. How does your extensive experience from mature markets across Europe help you to successfully enter new markets in exciting new regions such as North America? Have you found any synergies in player engagement?

“Our focus on regulated markets is really paying dividends. As you say, we’re entering additional jurisdictions worldwide, and the simple reason for that is that there are now far more places where we can deliver our games in the safe and sustainable way we expect.

“We made this shift earlier than the rest of our industry. At the time, only a handful of European countries had introduced, or were looking at, Regulation. We embraced these early movers, and that’s given us pole position, as much of the rest of the world now follows suit.

“The Americas are obviously a big priority right now. From North to South, we’re enjoying a lot of success in Canada, the US (now licensed in New Jersey, Michigan, West Virginia, Connecticut, Pennsylvania and Delaware), Mexico, Colombia and Argentina. That’s in no small part down to us having unparalleled experience providing exceptional content to regulated markets. 

Yes, every jurisdiction is different; but many of the core principles are the same. Games that are fun from start to finish, safe to play and put entertainment at the heart of everything will succeed – wherever legislators take the sensible, smart route and introduce frameworks to protect all stakeholders.”

Last December was a record-breaking month for Play’n GO, seeing the highest-ever number of daily active players, rounds played and Gross Gambling Revenue. What role do fresh content and releasing blockbuster new games play in this success? What can the industry learn from this to ensure sustainable player engagement growth going forward?

“As you say, December was the highest-performing month in the almost two-decade history of Play’n GO. Fresh blockbuster releases absolutely played a vital role. That particular month saw Gargantoonz, the latest title in the hugely popular Toonz series, launched. The game was an immediate hit, building upon a successful franchise with new mechanics.

“Around the same time, we had a breakout success in the US with Piggy Blitz, which became the number one title in New Jersey among all new releases. Combined with strong performance across our portfolio in Regulated markets worldwide, it was a superb result and one we’re continuing to build upon.

“For us, that means consistently delivering more world-class casino entertainment, pushing the boundaries and going beyond what’s possible with online slots, as well as getting the Play’n GO brand in front of a wider global audiences, like we’re doing with our first-of-its-kind sponsorship with the MoneyGram Haas F1 Team.”

When entering new markets, how closely do you work with the regulator to ensure successful market entry? How can we as an industry work closer together to create the most effective regulatory frameworks?

“Open and honest dialogue is essential. I think operators and suppliers are too often pitched as being on the opposite side to the regulators. At Play’n GO, we don’t see it like that. By this stage, we all appreciate that if we can’t deliver iGaming entertainment in a sustainable and safe environment, there’s no long-term future for this industry. 

“The players have also made themselves clear on this point. We conducted a recent survey in Sweden and found that 55 percent of slot players wanted to see Bonus Buy games banned by the authorities. We’ve already made a commitment not to build these games; we don’t see them as conducive to the sustainable future we envisage. But here’s a case where a game studio and ordinary players are actually urging a regulator to take more action. 

“We hope to see Spelinspektionen [Swedish gambling authority] heed the call and follow in the UK and the Netherlands’ footsteps in implementing a ban. It would be a great example of the type of stakeholder cooperation that can implement better Regulatory frameworks.”

Operating in such a highly competitive market, minimising player churn is a continual challenge for the industry. How have Play’n GO leveraged new game types and mechanics to keep player engagement levels maximised?

“There’s a couple of answers to this one. Firstly, you have to look at the broader philosophy of building games. We’re a company founded by a group of slots fans, and that ethos has followed us since the beginning. At the end of the day, we’re building the types of games we want to play, and that is why we place such emphasis on entertainment. Win or lose, you’re going to have a great time whenever you log on for a few spins of a Play’n GO title.

“Secondly, there’s the question of innovation. There’s innovation for innovation’s sake; but then there are entirely new types of games that can genuinely transform the way people play and experience a title. The latter category is obviously far tougher to deliver because it requires deep expertise and craftsmanship, developed over the years, but that’s our North Star.

“Grid slots are a great example here. It’s a genre that we pioneered, and one I’d argue only we could have pioneered. These games are not easy to build. They bring together math models and gameplay mechanics that feel seamless but must be meticulously constructed. There isn’t a one-size-fits-all formula you can just keep rolling out.

“But we’ve been able to build several classics–Reactoonz, Moon Princess, Rise of Olympus and Tome of Madness–and we’re always challenging ourselves to come up with something fresh and unique. Players truly value that, and it is ultimately what keeps them coming back. 

“On that note, we’re in the process of designing new grid slot games that we believe will find their own place on that list of classics in the fullness of time. One such game is Spark of Madness, a new, thematically historic grid slot based on a young inventor and an industry titan who clashed in the early 20th century. 

“We’re really excited to introduce this game to players, and we believe it will come to be known as a staple Play’n GO classic for many years to come.”

Editor’s Note 

What’s the winning strategy? According to Magnus Olsson, it’s passion, an unwavering ethos of providing stellar games that players love, and a deep commitment to innovation – within the parameters of Regulation. 

While it may not be rocket science, achieving success in the iGaming industry demands unwavering dedication. Olsson’s advice is clear: “Games that are consistently enjoyable, safe, and prioritise entertainment will inevitably triumph.” 

That’s not all. In Olsson’s view, responsibility and sustainability are crucial factors. Operators and regulators must work together in unison to create an industry with longevity through open and honest dialogue. 

In Play’n GO’s case, this even means jumping in firsthand and doing primary research about what Responsible Gambling features matter to their players and designing games around these.

Ultimately, suppliers should not invest in innovation for the sake of it, but instead focus on truly disruptive ideas and creating titles that: “Win or lose, you’re going to have a great time whenever you log on.”