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.
Ebba Arned, CMO and co-founder, 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.
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 are still all about putting the best possible online casino entertainment into the hands of players to enjoy in a sustainable way,” says Arnred.
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.
Ebba Arnred reflects how the company’s well-established brand identity meant they could take their time forging partnerships that reflect Play’n GO’s ethos of a quality driven, player-centric experience.
“It has been a couple of years 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 have taken our time to understand the market on a state-by-state basis, and that is paying dividends.
“The goal was always to find the right partners in the right markets to deliver our portfolio of premium titles. 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.”
Now live in five US states, Play’n GO’s US games portfolio is reaching new heights, with classic titles such as Rise of Olympus Origins and Oasis of Dead set to hit US shores for the first time in the coming months. And launched last December, Play’n GO Music will have its own DJ booth within the stand, celebrating its season-long collaboration with MoneyGram Haas F1 Team through a series of Spotify playlists.
