Play'n GO's Magnus Olsson: ‘Our approach to the US is strategic and long-term’
18 Sept 2023
‘Our approach to the US is strategic and long-term’. Interview with CCO Magnus Olsson. Click here to find out more.
It’s been yet another landmark year for Play’n GO, as we continue to build upon our reputation as the casino entertainment partner of choice in regulated markets.
Picking out highlights is tough as it has been such a busy 2023, but if I were forced I’d say our progress in the US has been extremely exciting. We only entered the regulated US space with our first license (Michigan) in July 2022. Barely a year gone, and we’re now also licensed in New Jersey, West Virginia and Connecticut, and we’ve gone live with several powerhouse operators, including BetMGM and PokerStars. We’re still at the start of our US adventure, but the speed at which we are progressing is breathtaking.
Elsewhere, we also delivered record figures in key global markets like Italy, Spain and the Netherlands. We added some key operators in these markets and others to cement our position and grow our share across the board. As ever, our games proved to be very popular among players, in no small part thanks to innovative features, engaging themes and high-quality graphics.
We’ve always believed games should be focused on the entertainment element, and as markets worldwide are brought into the regulatory fold, this has put us in a really strong position
Speaking of games, we released around 50 titles this year, including Legion of Gold and my personal favorite, Pilgrim of Dead. These games showcased our creativity and diversity, as well as our ability to cater to different tastes and preferences.
We also broke new ground with the launch of our first ever game in the land-based environment, bringing the world’s most popular online slot, Book of Dead, to UK retail with William Hill. It’s another milestone in the history of Play’n GO, and one we’re going to be expanding upon over the coming months and years.
What would you say has been the key to such a successful 2023?
As always, it’s all about our people. Maybe I’m biased, but I’d say we have the most creative, hard-working and downright brilliant group in the business. Without the team, none of this would be possible.
Another important factor that’s set us apart from competitors is the strength of our values. We’ve always believed games should be focused on the entertainment element, and as markets worldwide are brought into the regulatory fold, this has put us in a really strong position. Regulators, operators and most importantly the public share our vision for an iGaming future that is safer and more entertaining.
The level of trust we’ve built with our partners also creates opportunities to head in innovative new directions. I already mentioned our land-based work with William Hill, and there was also Winged Reelers, our collaboration with PokerStars and the Detroit Red Wings NHL team.
Then, of course, there are the games themselves. Our titles are the most entertaining in the industry, and put simply, players appreciate it. It’s why many of these games have such longevity and can continue to deliver great value, sometimes years after release.