How to continue creating value in mature markets

Play'n GO Magnus Olsson
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Global gambling markets are quickly becoming more regulated, more discerning and more tightly contested than ever before. According to Magnus Olsson, Global Head of Sales and Account Management at Play’n GO, if firms want to continue making a meaningful impact, they must change the way they work too.


It’s a crucial time within the industry right now. The paradigm is shifting, developing from the start-up, entrepreneurial phase into a mature, more settled industry in its own right. That’s not to say that it has lost that pioneering spirit but, how and where you create value is transforming.

You could describe it as a transformation from being relationship-driven to business value-driven. WHO you work with is no longer the main focal point; HOW you work with them and the value you can get from that relationship is the more pertinent question.

There are so many options, throughout the chain, that those without clear differentiators will feel the pressure on their margins. All parts in the value chain must be able not only to identify their USPs but readily articulate them to their audience. You must answer the questions; what value does it add? How does it add value? Why does it add value?

This value must be quantified, and businesses need to have a clear plan on how to monetise this to attract investments.

This transformation will be a positive for the industry, and we are helping to drive it in several different ways. We provide content that adds ‘reel value’ to our partners, offering wide availability, high quality integrations, along with innovative and practical promotional tools and campaigns. Our dedication to being number one in regulated markets led us to create even more value by making all of our content immediately available in all regions and jurisdictions on launch day. This is something you won’t see from anyone else at this time.

With 52 new titles released in 2020, we cover all audience types and interests and add a sprinkle a little innovation on top. Games like Diamond Vortex, Gold Volcano and Reactoonz 2 have pushed the limits and definition of online slots as we currently know them; providing the next generation of slot entertainment.

These types of games have become instant favourites of players, streamers and the more visionary operators in the industry. Innovations like Gold Volcano or Diamond Vortex provide our partners with the diversity they need to attract a new player base while providing the quality to retain current players.

The pace with which we release new games helps our partners to offer new and exciting content to their audience in a complete and hassle-free package.

This, in turn, frees up time and money for them to invest in other areas, and to automate their dealings with us; less to worry about, more freedom to move forward.

As well as creating nextgen entertainment with innovative titles, we continue to build on our adventure sagas; the Rich Wilde series (now joined by his daughter Cat), our Egypt-themed games, the King Arthur series with its Merlin game and Sword and the Grail and plenty of others including our popular Leprechaun and Joker series’.

These family of games will continue to develop and deepen, creating recognisable characters that players flock to because they trust the brand and know the property. As well as creating first-class entertainment, we also invest in the intellectual properties of our stories. That means developing rich characters, narratives and worlds that people connect with and immerse themselves in.

By alternating between traditional slots and hybrids, mixing new and classic features in games like Feline Fury, Perfect Gems or Wild Blood II, we offer a complete portfolio in a way no other supplier in the industry is capable of.

All of this becomes the differentiator for our partners looking for an edge. Those looking for innovation, but also seeking to find suppliers they can trust to not only survive but thrive in the transformational business environment online casino represents today.

Trusting in Play’n GO as a supplier to deliver end to end high quality is paramount for any operator who wants to drive the entertainment value up for their current and future player base.

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