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Play’n GO leads from the front: Turning gambling into entertainment. As one of the industry’s leading game developers, Play’n GO is always under pressure to bring out new and innovative games. But for chief commercial officer Magnus Olsson, it’s not only award-winning games that are key to the studio’s success, but the ethos that sits at the very heart of the company – responsible gambling.

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“We focus on the entertainment value, that’s our strategy, instead of the gambling aspects and measuring the best GR (gross revenue) turnover which can drive irresponsible behaviour.” Over the past five years, Play’n GO has seen impressive commercial success. From its top-rated slot games like the popular Toonz series with its latest instalment Gargantoonz, to securing certifications across the US in Michigan, New Jersey and West Virginia, the games developer is continuing to expand and grow. For Olsson, these successes are down, in part, to Play’n GO putting responsible gambling at the crux of everything it does. So much so that the supplier doesn’t offer any bonus buy games, something its competitors cannot claim. “I’m very happy about our strategy working so well because we get some bad press from multiple sources about not doing bonus buy games,” he says. “They ask us why we don’t do it constantly, but we stick to our guns and it pays off. “We are actually happy if the bet per round goes down a bit because that means more responsible gaming, it means longer session types and it means that players can play for entertainment and not to fix a financial problem.” Play’n GO’s take on bonus buy games seems to go hand-in-hand with the direction that the industry is taking to tackle potential problem gambling behaviours. With a year that has seen a harsher spotlight shone on operators’ and suppliers’ safer gambling initiatives, sign-up and in-game bonuses have been thrust centre stage. Take the UK Gambling Act review white paper, released in June 2023, as an example. It highlighted sign-up bonuses as something that needs to change, alongside more in-depth KYC (know your customer) and affordability strategies. “We all want revenue but we want the right money.” Though coming under scrutiny from industry peers, Play’n GO’s determination to only develop games that promote responsible gambling behaviour seems to be paying off. “I’m so focused on rounds and players instead of the turnover,” says Olsson. “Looking at 2023, so far we have more than 50% year-on-year growth on rounds and players in regulated markets and that’s way above our plan.” Play’n GO’s biggest challenges of the year. “We believe in getting the message across that regulation is actually really good. We keep knocking on the door asking ‘please regulate and tax us’. No other industry in the world does that.” Operating in an ever-changing landscape, the igaming industry is hard to keep up with, even for the most established companies. For Play’n GO, the biggest challenge of the year has been the complexities of working and operating in the German market, where regulations make it incredibly difficult for legal operators to roll out new titles. Each game must be certified, and each operator needs a licence to offer slots then additional permissions for every game. “The regulation in Germany is, in my opinion, not done yet,” says Olsson. “They need to fix it. Germany is a big market for us so we really want it to be fully functional. This isn’t a Play’n GO problem as much as it is an industry problem.” Setting aside the competition: The key differentiators. “We want to grow in all regulated markets – that’s our main goal. Ultimately we want to be in every regulated market there is.” Getting into every regulated market is an aspirational goal, and one that requires the game developer to do something different to its competitors. For Play’n GO, not offering things like. bonus buy games is a risky policy, especially since there’s a huge amount of money to be made off the back of them. But Olsson doesn’t believe that revenue should be the only driver behind the commercial decisions at Play’n GO. Instead, he believes in asking one question: “What is our key differentiator?” For Olsson, this was the most powerful insight to take from Play’n GO’s 2023 commercial review, and one that other players in the industry could learn from. “Without clear differentiation, you will not survive in this industry. We ask the questions – what’s our ‘why’? What’s our goal? What’s our three-year plan? Where do we want to be? Having the answers to these questions enables us to make tough decisions like not doing bonus buy games. “Then more questions follow like how much money do we lose with this decision? How much money do we gain by having this differentiator and a responsible strategy? That’s better money for us.” With a determination to deliver safer games that don’t compromise on quality, Olsson believes that the key is to turn how the industry sees slot games on its head. More quality, more entertainment value. “I love when I see that our strategy fits really, really well into what other major players in the industry are thinking, saying and doing – like turning this industry into an entertainment industry more than a gambling industry.” Slot games are known as the quick win, quick lose games. For players, the games can last seconds if they lose their funds quickly on a basic one-click slot which can lead to a negative player experience. One of operators’ biggest challenges is player retention and a negative player experience will feed into this, regardless of other efforts that operators make to keep them. But this is something that Play’n GO believes should change. Instead, the focus should be on the entertainment factor that can deliver a high-quality player experience. “I think this industry is on a good trajectory, but we need to collectively stop some of the bad things from happening.” “Our strategy is to focus on the entertainment value that we bring to our players.













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