Play’n GO, arguably the world’s leading supplier of iCasino entertainment, has launched a revolutionary call for all sectors of the gambling industry to champion sustainable, nationally-regulated iGaming - Interview with iGaming Future

9 September, 2026

The campaign may ruffle feathers–and egos–in some betting industry quarters but the Swedish-origin casino software innovator and provider is determined to push on with its bid to make compliance and safer gambling regulation the dominant norm in the booming slots, online games and online casino gaming sphere.

​And with more than 400 premium titles in their portfolio–among them storied mega hits ‘Rich Wilde’ and the ‘Book of Dead’, which are treasured by online casino operators in more than 35 jurisdictions worldwide–the Play’n GO safer and regulated gambling initiative merits serious attention.

This week Play’n GO’s Chief Commercial Officer Magnus Olsson took time out to explain to iGF’s Editor-in-Chief André Dubronski why compliance doesn’t just make moral sense but also good business sense because sustainability stimulates longevity and all-important cash flow.

We began by asking Magnus:

As the global iGaming industry continues to mature, how do you see the relationship between suppliers and operators evolving when it comes to prioritising sustainable, nationally-regulated growth, over traffic generated from multi-jurisdictional licences?

“For a long time, parts of the industry have benefited from the convenient fiction that suppliers create games, operators take responsibility for distribution, and the two can be treated separately.

“That distinction is becoming increasingly difficult to defend.

“As markets mature and regulators demand greater accountability, suppliers will need to decide what sort of industry they want to help build.

“In our view, long-term value will be created by companies supporting nationally-regulated markets, not by chasing short-term revenue wherever it can be found.

“At Play’n GO, we believe growth and regulation are not opposing forces.

“In fact, the most sustainable growth comes from markets with clear rules, strong consumer protections and effective oversight.

“Companies that continue to prioritise easy revenue over market sustainability may benefit in the short term. But they are ultimately betting against the direction of travel of the entire industry.

“The future relationship between suppliers and operators must be based on shared responsibility.

“Commercial success is important. But it cannot be separated from questions of compliance, transparency and market integrity.”

With regulators increasingly focused on player protection, AML, and responsible market development, how can major suppliers such as Play’n GO use their influence to ensure their wider ecosystem also remains sufficiently transparent and responsible?

“The simplest answer is that suppliers need to stop pretending they are powerless.

“Large suppliers have enormous influence. We decide who receives our content, who profits from our products and which business models we are prepared to support. The idea that suppliers are merely neutral content providers no longer reflects reality.

“If we expect regulators to hold operators to account, suppliers should be prepared to hold themselves and their partners to account as well.