Play’n GO has been one of the leading games suppliers in Europe for more than a decade with its latest strategy now on replicating that success in North America. Chief Marketing Officer and co-founder Ebba Arnred believes that the quality of Play’n GO’s portfolio paired with strong, collaborative marketing that brings in audiences from outside of igaming is the winning formula.

A loaded trophy cabinet 

Play’n GO collects awards faster than the reels spin on its slots. Last year, the innovative Swedish developer scored a hat-trick of awards, picking up Slot Provider of the Year, Mobile Supplier of the Year and Game of the Year. Though Play’n GO has experienced almost two decades of success, the last two years have been particularly exciting for the brand, as they mark Play’n GO’s expansion into the US igaming market.   

“While every market is different, I wouldn’t say our North American strategy significantly deviates from our European one, in the sense that we’re still all about putting the best possible online casino entertainment into the hands of players to enjoy in a sustainable way,” says chief marketing officer and co-founder Ebba Arnred.  

Going big in North America  

Play’n GO is currently live in five US states (MI, NJ, WV, PA and CT) and Ontario and Quebec in Canada. Partnering with operators such as BetRivers, PlayStar and, most recently, DraftKings, Play’n GO is continuing to disperse its 300-strong slot portfolio across North America.  

Discussing Play’n GO’s entry into the US igaming market, Arnred reflects how the company’s well-established brand identity meant they could take their time forging partnerships that reflected Play’n GO’s ethos of a quality driven, player-centric experience.  

“It’s been a couple of years now since we entered the US, and I think our growth in the market has absolutely vindicated our approach. Certainly, from the provider’s perspective, we never bought into the idea this was a race. We’ve taken our time to understand the market on a state-by-state basis, and that’s paying dividends. We are now live in five states, and monitoring opportunities closely as others move towards legislation. 

“The goal was always to find the right partners in the right markets to deliver our portfolio of premium titles,” she continues. “We have complete confidence in the quality of our content, so it has afforded us the luxury of focusing on building those deep and valuable relationships with operators that are needed to succeed in the US. We’re picking the right partners and adding new ones by the month.”  

Play’n GO x MoneyGram Haas F1 

Play’n GO is on a mission to transform the igaming industry by expanding into the wider world of entertainment. One of the ways in which the developer achieves this is by leveraging popular events in the markets in which it wants to infiltrate, using the resulting media coverage to generate brand awareness among a wider audience.  

One such example is Play’n GO’s partnership with the MoneyGram Haas F1 Team. Announced in November 2023, the collaboration “took a lot of the industry by surprise,” says Arnred. “People aren’t used to seeing a game studio make such a high-profile, consumer-facing branding play.”  

The deal, according to Arnred, makes sense for a multitude of reasons. “Primarily, it’s about recognising what the Play’n GO brand means to players. We’re not just another content studio; casino fans around the world trust us to push boundaries and create blockbuster games. Players pay attention when they are scrolling casino lobbies and see the Play’n GO logo, because it immediately brings to mind so many classics.” 

The partnership blurs the lines between the igaming and entertainment industries in more ways than one. Not only does it show Play’n GO emerging into the global realm of sports marketing, but it also introduces the Team’s drivers, Kevin Magnussen and Nico Hulkenberg, to the igaming industry. Together with team principal Ayao Komatsu, the pair attended igaming events, discussing their experiences as motorsport athletes at the Play’n GO-sponsored panel.  

Though gambling and motorsports may seem like two conflicting areas of entertainment, Arnred insists that they are actually two sides of the same coin. She deems the partnership a “perfect match”, marrying together Play’n GO’s core values of safer gambling and high-value entertainment.  

“Like the markets we’re active in, MoneyGram Haas F1 Team belong in a high-regulated industry where entertainment must be balanced with an absolute focus on safety and sustainability. We’re technology-obsessed, and both of our industries are incredibly fast-paced. The parallels are clear to see and are actually quite interesting to observe.”   

She adds: “The global reach of the sport and the surging popularity it is currently enjoying in some of our key markets, particularly the US, meant that the MoneyGram Haas F1 Team partnership was too good an opportunity to miss.”