Play'n GO in 2024 – AI, Formula 1 sponsorship, and other ambitious plans

The online gaming industry is unmistakably entering a new era of progressive entertainment. Magnus Olsson, the Commercial Director of the Swedish company Play'n GO, shared insights into the allure of iGaming and how emerging technologies are reshaping the gaming landscape.

iGaming is evolving towards a sector exclusively dedicated to entertainment, no longer merely serving as a revenue source for players. Why is this transitional moment crucial, and how does Play'n GO embody the industry's shift towards entertainment in its product design?

To say that we reflect the iGaming transition is an understatement; we are, in fact, pioneers of this shift. Our firm has always believed that the essence of online slots lies in the entertainment aspect. This conviction stems from our identity as a team of online gaming enthusiasts. We genuinely love gaming, and the games we create are born out of this passion.

As a company, we firmly believe that this approach is the key to building a sustainable future, not just for Play'n GO but for the entire industry. In today's world, people have access to a plethora of excellent and diverse entertainment options. If online casinos fail to offer something genuinely compelling and high-quality, players are unlikely to return.

When developing a new game, our primary focus is to make it as captivating as possible. This entails eliminating certain features that we perceive as detrimental to the sector, such as bonus purchase options. Bonus purchases, to us, represent a shortcut that does not truly benefit the player and holds the potential for harm if misused.

The overall gameplay should be engaging, with the question of whether the gamer will win or lose being secondary. We aim to provide our customers with the sense that playing our games is a rewarding experience; we strive to be special and memorable. Objectively, our games excel globally in aspects such as story, gameplay, graphics, and sound.

The online slots sector stands as the most saturated part of the iGaming market, highly competitive in nature. How can operators effectively leverage Play'n GO content to distinguish themselves and bolster their competitive advantage?

We deliver gaming value through product quality and sheer variety, boasting a portfolio of over 350 premium titles. Amid the increasing number of regulated markets globally, a common challenge is that operators falter when pursuing short-term gains. The path to prosperity lies in creating a distinctive and sustainable business, with a crucial factor being the development of relationships with studios that craft the best games.

We consistently offer our partners an extensive game catalog, regularly introducing new releases. This provides excellent opportunities for operating in diverse regulated markets. Through close collaboration with our partners, we seek optimal solutions that benefit both parties.

How will the introduction of innovations like artificial intelligence, virtual reality, and 5G impact the type of games and the quality of the Play'n GO customer experience? What's the optimal approach to using these new technologies to create even more enjoyable games?

Artificial Intelligence has already brought about changes in game production, and this trend is set to continue. With the right talent and approach, we can explore new horizons, innovate, optimize, and ultimately produce more high-quality content at a faster pace. In the near future, game creation will require less time and resources without compromising quality. AI and other innovations should enhance efficiency, benefiting us, our partners, and most importantly, the players.

While 5G offers improved connectivity, we remain committed to making our games accessible and playable in various tech environments. Operating in over 25 regulated markets worldwide, we acknowledge significant differences in the ways we engage with them. As 5G becomes more widespread, we aim to incorporate even more action and entertainment into our products, making them available to a broader audience.

Virtual reality is an intriguing concept, but for such games to gain popularity, VR devices must become as affordable and ubiquitous as smartphones, laptops, or computers. We are not at that point yet. However, we closely monitor innovations, and when the time is right, we will release exciting content offering a completely new experience and attracting new audiences.

What is your biggest achievement this year? What should we as an industry expect in 2024? What are your predictions?

Reflecting on our biggest achievement this year, there has been substantial growth in the number of players enjoying our content in regulated markets globally. Creating compelling entertainment for online casino players while adhering to safe and responsible gaming practices has become more widespread. It took time for the industry to align with our focus on this idea, and we are proud to have pioneered the path towards safe and responsible gaming.

Looking ahead to 2024, we are excited about our sponsorship of the Haas Moneygram Formula 1 team. This multi-year collaboration is unprecedented among game studios and will provide a global platform to showcase our content to a massive audience. Many of these individuals will be experiencing Play'n GO for the first time. It's an ambitious and thrilling deal, and we eagerly anticipate the start of the Formula 1 season in Bahrain next March.