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CO2Greetings, Mr. Eklund, and welcome to this Q&A segment on RealGambling. We are grateful for your presence and the opportunity to delve deeper into the workings of Play’n GO.
To kick things off, could you share a bit about your journey, your career history, and what led you to join Play’n GO?
Initially, I embarked on my career in the gambling sector after being approached by one of the founders of a nascent online casino to assist in establishing their marketing division. I dedicated three years to that role, witnessing the brand's evolution into a well-respected name in the industry. Later, I explored other fields until a friend tipped me off that Play’n GO was on the lookout for an Affiliate Manager. Given Play’n GO’s stellar reputation for game development and its positive workplace culture, I decided to apply and was thrilled to receive an offer.
Can you shed light on how Play’n GO was founded? Are there any intriguing details about the company’s name?
Play’n GO originated in a modest office in Sweden back in 2005, established by CEO Johan Törnqvist. The company's inception was driven by a passion for offering players worldwide, particularly those on-the-go, a secure, regulated, and exhilarating casino gaming experience. We truly were trailblazers in mobile casino gaming, and I still believe we maintain that edge.
From your perspective, what do you think are the key factors contributing to the company's ongoing achievements and its position as one of the leading slot providers in the gambling industry?
The explanation is quite straightforward and no secret at all – we prioritize creating enjoyable and captivating games that players are eager to try. Our titles boast stunning visuals, exceptional sound design, engaging mechanics, and much more. Getting these essentials right is crucial. Additionally, we commit to crafting compelling narratives in our games, which keeps players invested and returning for more.
Another vital aspect is our dedication to partnering exclusively with regulated operators who also prioritize player safety, which has played a significant role in our sustainability. We always place players and their safety at the forefront of our operations.
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How would you characterize your company’s philosophy toward developing online games?
As I mentioned earlier, we see ourselves as storytellers just as much as we are game creators. We intentionally steer clear of any predatory game mechanics that may be present in other titles; for instance, we do not incorporate bonus buying features. Our aim is for players to immerse themselves in a light and enjoyable gaming experience.
What major challenges does the gambling industry face this year?
Should the industry neglect player safety, there’s a risk that lawmakers will dictate its future. It's our duty to take the initiative, demonstrating our commitment to safeguarding players instead of chasing quick profits.
In your view, what unique features set your slot games apart from those of your competitors?
The standout characteristic that separates us from others is what we deliberately leave out of our games—exploitive elements that take advantage of players. We firmly believe that features like bonus buys are harmful, both to individual players and the industry as a whole.
Which of your slots do you consider the most successful and why?
Our flagship title has to be Book of Dead, which has led to the creation of an entire series under the Book of theme. The success of this game lies in its engaging narrative. Players take on the role of explorer Rich Wilde as he journeys through the deserts of Ancient Egypt, specifically seeking the legendary Book of Dead. Rich Wilde is a compelling character who draws players back for more adventures, including titles like Legacy of Dead, Rich Wilde and the Tome of Madness, and Cat Wilde and the Doom of Dead.
Could you tell us more about your anticipated release – Gerard’s Gambit?
We are very thrilled about Gerard’s Gambit. This unique slot game is designed to be educational; it features progressive levels that aim to teach new players how to engage with slots in a fun and immersive manner. We believe Gerard’s Gambit represents a pioneering approach in the industry, and we are eager to unveil it to the public.
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Choosing a favorite is nearly impossible, akin to selecting a favorite child! This year, I’ve really enjoyed playing Legion Gold, and the market response to that title has been fantastic. However, I find myself repeatedly playing our new sushi-themed slot Slashimi that launched a few weeks ago; it’s highly entertaining and offers a great frequency of bonuses.
We’ve learned that Play’n GO has recently acquired a supplier license from the Alcohol and Gaming Commission of Ontario. How do you anticipate this will affect the company’s growth?
We were among the pioneering suppliers to obtain a license in Ontario when the jurisdiction recently regulated, and I can confidently say we are thriving there now. It’s wonderful to see so many players drawn to our titles. We are keeping a close eye on developments in other provinces across Canada as they work toward regulated markets.
Ontario plays a pivotal role in our broader strategy for North America, and recently, we’ve expanded our presence to several US iGaming states as part of our active operations. Should New Jersey, Michigan, Pennsylvania, and other states follow Ontario’s lead, we expect to replicate our success in North America as we have enjoyed in Europe over the last two decades.
What is Play’n GO’s primary objective for this year?
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Our goal is to maintain the same level of success that we achieve annually—weekly game launches, more captivating narratives and characters, alongside continuous global growth in regulated markets, highlighted by our new licenses this year in North America. We have accomplished a lot in the last 18 years, but there is still much more to achieve. Keep an eye on us.
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