Speaking from the stand at ICE 2019, Magnus Olsson, Play’n GO head of sales, talks company philosophy, embracing a regulated future, and the importance of attending the industry’s leading event.
Everybody knows us for our slot games – but we don’t hide behind them,” says Magnus Olsson, Head of Sales for Play’n GO, gesturing towards a sprawling complex of meeting rooms and demo stations, manned by some 70 Play’n GO employees.
“We’re showing our customers the people behind the games: the Play’n GO team, how our games are created and why we’re a good company to work with. We really push the Play’n GO philosophy”
Central to the firm’s showcase at ICE 2019 is a new server-based and multi-channel solution which achieves that fabled combination of land-based and online gaming.
“We now have the technology to connect the wallets between land-based and online. It means players can start the game in a land-based casino, pause it and continue it on their cell phone,” Olsson explains.
“It’s a no brainer. It’s what every land-based should try. Because you have now for the first time a generation of players who grew up and had their first gaming experience online, and they want to continue that same experience in land-based. We can provide that.”
The technology is ideal for integrated resorts, cruise ships – “or any- where within a closed environment”. But, as Olsson concedes, it’s some way ahead of many regulators.
“The compliance part is tricky,” he adds. “Server-based gaming is a huge 
thing for casinos in Vegas and Macau – but it’s harder for them to innovate. So, it’s typically casinos outside the high road that are more willing to experiment. Those are the ones we’re working with right now.”
Yet Play’n GO has no beef with regulation. “Regulation is a change that we embrace,” he prides. “We believe that’s the future and that’s the cornerstone of our strategy: to work with regulators and succeed in regulated markets.”
Having prepared itself well in advance of re-regulation in Sweden Play’n GO now sets its sights on Portugal – with one eye monitoring the US.
While in newly-regulated Colombia the firm already has 105 certified games. “We’re the number one supplier of games there, so we’re way ahead.”
“When we move into a new regulated market we want to offer as much as possible – we don’t do it half-baked, we go all in. That costs a bit more in the beginning, but it establishes our presence quickly.”
“Latin America is going to be a huge
growth opportunity for us,” he adds. This sustained outward and geo- graphic expansion is matched by constant internal evaluation and innovation of the core product.
“We have been looking into 3D: VR and AR. I do think the technology is very interesting, and it could do a lot for gaming – but it’s not yet available to a big audience.
“Where I see the day-to-day innovation happening is within the games, and the player experience.
Olsson disclosed the upcoming launch of two new games in April and May “with completely new game mechanics” but of all the 40 new releases planned for 2019 “there will be a lot of innovation in the look and feel of the player experience.”
“Our philosophy is that playing our games is fun, we work on the story- lines, the graphics and the technology to really make our slot games a unique experience. It’s more than evolution, its innovation.”
As to that Play’n GO philosophy, Olsson is quick to elaborate. “Quality, energy, and trust,” he explains.
“Quality – in the games and also in the customer experience. What I tell my team everyday is that we are here to provide the best customer experience in the industry.
“Energy – I want our players to be energised by our products, and our customers should feel the energy from my team, and everybody at Play’n GO.
“And in terms of trust, it’s partly compliance, but also we trust in our partners as we hope they trust in us. We share information with them, and we want to develop our company together with them. And we trust our employees and give them a lot of freedom to move.”
