September 27, 2022 iGaming

Tapping into America


Magnus Olsson, Chief Commercial Officer at Play’n GO, speaks to us about this European supplier with high ambitions for the American market.

What are some of Play’n GO’s best known titles?

I’m sure your readers are familiar with Book of Dead, the world’s number one online slot game, loved by players in regulated markets globally. It’s become such a classic because it perfectly captures our approach to building great games, starting with a strong story that always prioritizes entertainment. We’re really excited to bring it to the US for the first time, where we are sure it will prove just as popular in New Jersey and beyond.

We’re pioneers of grid slots, too, and many of these titles are favorites across multiple regulated markets. These games take a huge amount of skill, work, and expertise to design and build, so they aren’t being produced by the majority of suppliers. The games are performing particularly well in newly-regulated markets like Ontario, and we’re looking forward to bringing them to the US as well.

What does the company hope to get out of G2E?

Although we are the number one supplier to regulated markets globally, this is actually our first time exhibiting at G2E. Regulated online gaming in the US has been a long time coming, and we know we need to make the right first impression.  

We’re leaning on our experience elsewhere, but we also appreciate these are unique markets with different player priorities and needs. We aren’t taking anything for granted, but we now have such a strong portfolio of highly-recognizable titles that we are confident in finding the right combinations to succeed wherever we are active. In terms of the show itself, we’re excited to introduce our games to a new audience, listen and learn from others, and explore opportunities at the frontier of regulated US iGaming.

What’s on the horizon for next year?

Our focus has been much the same for the past 15 years: to help operators in regulated markets grow their businesses. We were doing this when regulated markets made up only a small fraction of the total industry, and it has really prepared us to make the most of opportunities such as those we now see emerging in North America.

For the next year and beyond, we’ll continue to make the most entertaining games possible to help operators build an engaging yet sustainable proposition for players in these markets. And I think we’ll see that, in regulated markets, having Play’n GO as a supplier is a distinct competitive advantage too. Building the future of world-class gaming entertainment is the story of Play’n GO. 

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