Las Vegas set the stage for the Global Gaming Expo (G2E) 2024 earlier this month, a premier event bringing together industry leaders, innovators, and key stakeholders from across the North American gaming sector and beyond.
Among those attending, Swedish iGaming provider Play’n GO participated to further establish its footprint in the North American market at the show. In an exclusive interview with Yogonet during the second day of the event, Saam Hafezi, Regional Director US at Play’n GO, shared insights on the company’s strategy, their latest game launches, and their approach to navigating the evolving regulatory landscape.
Can you tell us about your experience at G2E so far, and what your expectations were for the event?
G2E is a premier show in North America, and as a globally recognized brand, Play’n GO was excited to showcase who we are to the region’s stakeholders. This event is a fantastic opportunity for us to make our mark in the US and across North America. The reactions have been incredibly positive, and the energy around our booth is a testament to our entire team’s hard work. Our expectations are simple: to introduce more people to our brand and demonstrate what Play’n GO is all about, and we’re achieving that.
How did Play’n GO prepare for the event, and what are the main highlights you’re showcasing this time?
Preparing for these shows takes several months. We started planning as early as May, and our team has done a phenomenal job. The focus has been on content that resonates with the North American market. What works in Europe doesn’t necessarily translate to the US, so we aimed to highlight games with mechanics that align with the needs of our operator partners in North America. This preparation was key to ensuring that we present the right content for this specific market.
How do customer preferences in the US differ from other markets where Play’n GO is present?
Globally, we are known for flagship titles like Book of Dead, but we are also pioneers in grid slot games, which offer a fresh and innovative way to engage players. At G2E, we are highlighting our approach to thinking beyond the traditional three-by-five reel format.
We aim to provide diverse forms of entertainment that keep players engaged and entertained, ensuring they enjoy their experience with our games, as we know they have many entertainment options available. We need to make sure that they’re satisfied and enjoying themselves every second that they’re playing our games because it’s their discretionary income after all.
Do you see an appetite for these new gaming experiences and mechanics in the US market?
Absolutely. We are currently in the process of educating both our operator partners and the end users about new gaming mechanics like grid slots. While these mechanics may be new to some players, the feedback has been overwhelmingly positive once players experience them. It’s gratifying to see that players are excited about our innovations, and we are committed to leading the market with these fresh, engaging gaming experiences.
Could you share some of the games that are currently resonating with the US audience?
We’re particularly excited about Colt Lightning Firestorm, which has received a lot of positive attention. We also have an exciting roadmap ahead with titles like Building Blocks and Stepping Diamonds. These games draw inspiration from land-based content but incorporate Play’n GO’s unique twist, combining our 20 years of industry expertise with North American market trends. We believe these additions will significantly enhance our presence in the market.
Play’n GO is currently live in five states. Can you provide an overview of the company’s current presence and expansion plans in the US?
We are definitely growing. One of the main challenges for European providers like us is navigating the specific requirements of the US and North American markets. However, 2024 has been a pivotal year for us, and we are gaining momentum. We’re very excited to see what’s ahead in 2025.
We’re live with more operators and expanding beyond the five states we’re currently active in, with plans for further growth in the coming year, including in Canada. We’re also excited about the opportunities in Ontario and other Canadian provinces, such as Alberta, as we follow the regulatory roadmap closely.
Is the company monitoring regulatory developments in the US, and are there any specific markets you are watching closely for potential openings?
Yes, we are closely monitoring regulatory movements, and we’re fortunate to have a dedicated Head of Government Affairs, Shawn Fluharty, who continuously assesses new opportunities for Play’n GO. Alberta is a key focus in Canada, and in the US, states like Louisiana are on our radar.
Of course, much depends on the political landscape post-election, and we expect to gain more clarity in 2025. The entire industry is eagerly anticipating the opening of new markets, and we are prepared to move when opportunities arise.
As we enter the final quarter of the year, what are your expectations for Play’n GO, and what specific plans do you have for the near future?
Our main objectives are to go live with more operator partners and continuously improve our offerings. We aim to be the best version of ourselves by focusing on customer service, enhancing promotional tools, and maintaining close collaboration with our game developers and backend teams. Our goal is to ensure we meet and exceed the market’s expectations by providing a top-notch, engaging experience for both operators and players.
