In the gambling industry, there are constant fresh game deliveries that are branded as state-of-the-art inventions. One of the most experienced groups in the field is Play’n GO.
CEO Johan Törnqvist outlines the ascent of the brand, starting with its founding in 2005, and talks about the peculiarities of the enterprise's path on the market.
The Group's Beginnings
The company possesses a huge lineup of over 280 internet games. It has taken a ton of effort throughout many years to develop them from scratch. The group has built a team of employees that are strongly devoted to the common idea of quality and dedicated their work ethic to focusing on the player's needs.
The committed fanbase knows that the approach of this company has successfully paid off as there have been a lot of major hits, such as:
- Wild Falls 2;
- Reactoonz;
- the Book of Dead franchise.
According to Johan Törnqvist, the company's games bring impressive results for its collaborators over many years, and punters return because of their admiration for the gameplay.
As an example, he brought up the Book of Dead franchise, which is valued internationally even a long time after it first came out. Getting the basics right and consistently surpassing what customers expect will pay off immensely, as the expert said.
History of the Company
During the 2000s, the group was among the earliest providers to take a shot at adapting games to mobile gadgets. At the time, it was a massive step ahead of the competition. This idea also brought a lot of new challenges, as the group needed to obtain a lot of new knowledge and adapt it to the business. Back then, the reception rate for mobile titles was much lower than for regular desktop entertainment.
Mr Törnqvist remembered that focusing on mobile offerings led to presenting a lot of pioneer inventions in this field, and it turned out to be a reasonable choice. However, at that time, the company was not sure about its success, as people did not have iPhones yet and gambled on desktops.
The executive called it a major risk that paid off, yet at the time it was not an easy decision. No matter what, it has assisted the group with creating a significant number of slots, and there was a lot to learn from it for future endeavours.
The company had to face a multitude of challenges that conflicted with its philosophy:
- the desktop gaming industry was prevalent;
- casino titles were of a rather low quality;
- there was a rather transaction system instead of focusing on player experience.
Overcoming these factors was what genuinely helped the group to stand out among competitors. In Mr Törnqvist's words, none of the groups on the market was trying to make their releases truly entertaining. Therefore, his company decided to fill those gaps and make a name for itself as one of the leading suppliers worldwide.
Clever Branding
While visiting the company's site, customers will be greeted by a unique and colourful design. This is a great summary of the company's image, as it strives to make its mission shown to partners.
The boldness of its self-establishing implies the group is easy to recognise, which gives it an advantage compared to other suppliers. As the executive emphasises, good branding is important, particularly in a market with a lot of newcomers. Play'n GO aspires to be a provider that is superior to its competition by also putting principles and morals above income opportunities.
In Mr Törnqvist's opinion, the brand reflects the collective identity of the business. All the successes stemmed from following the core values that were established since the beginning. Remaining consistent with these standards has brought the company to where it currently is — on top of the industry, with over 700 dedicated employees.
As the official stated, everyone involved in the business prefers actions over words. When there is something that does not line up with the general convictions or directions, the group attempts to take action. This is how it has been performed for nearly 20 years, without any plans to stop.
Incredible Game Quality
It was a significant part of Play'n GO's original branding to let players know that the group is focused on bringing entertainment rather than monotonous offerings. Mr Törnqvist has explained that customers always trust their instincts. If the company fails to give a top-notch gaming experience, the expectations will not be met and they will switch to the competitors' platforms.
Participants could either:
- start playing games developed by other enterprises;
- completely stray away from online gambling establishments.
There is never any lack of competition when it comes to fighting for the valuable time of potential customers, so no one can afford to underestimate it.
Player input is a fundamental piece of the interaction. The executive admitted that before the employees of the company started creating games, they simply loved the thrill of playing. This is what inspired the team to produce titles that would represent its tastes.
Support from Gamblers and Partners
Receiving opinions from players is a large part of the game-creating process. Still, it requires having a team that could put all the requests together. Additionally, building a network of operator partners is of great significance. In case it does not go as expected, the group risks costing collaborators their earnings that were spent on promotional campaigns and related parts.
Mr Törnqvist admits that the support group that was formed around bringing content to distributors does not get much credit. In his words, it is not enough to create incredible titles, as a close rapport with operators is just as meaningful.
The expert said that most distributors assist with promotion through multiple jurisdictions and rely on the provider. Mr Törnqvist feels it is a vital point in the enterprise's course to put the needs of operators first and make sure they have all the required support.
The official confessed it is challenging to collaborate with such a huge variety of partners. Building this network required plenty of time and energy which paid off eventually, though. He stated the games were usually launched around the promised time. While some may consider it an insignificant point, a lot of providers fail to do so, negatively influencing distributors' work.
Infiltrating Different Markets
Having a high-functioning partnership with operators has raised Play'n GO to impressive levels of success. Even with consistently changing guidelines in jurisdictions, the company took care of the difficulties to guarantee distributors are getting the support they need.
Nonetheless, the executive admits that the enterprise’s general ideas, which were abided by for over 15 years, are sometimes hard to push in certain jurisdictions. For instance, Europe now provides severe examinations and challenges that come from both regulatory bodies and political entities.
Still, unlike many competitors, the company tried to embrace it, as its goal is to have honest relationships with all partners.
Mr Törnqvist admitted the group is in it for the long stretch, constantly adjusting to changing conditions and paying attention to other market participants, particularly critics. It would be a struggle for players to have a good time when they are not protected. So, the group is dedicated to creating content to engage as opposed to taking advantage of.
The Enterprise's Further Strategy
The provider strongly believes that the new legal guidelines are the ideal choice for the gambling sphere, balancing between security and entertainment. Working with fresh changes instead of pushing against them is the company's motto.
In the representative's opinion, guidelines are good for the industry, as they help the provider's goal to introduce secure entertainment to punters. Play’n GO will continue releasing hit games that will thrive in regulated jurisdictions, making participants excited and eager for more. Mr Törnqvist named the North American market as a key priority for this year.
Summary of the Group’s Activities
The company signed several lucrative deals at the end of 2022. There are plans to work in more US states after a distribution contract in Michigan.
Mr Törnqvist clarifies that the provider has set certain norms for quality content among operators and punters. This implies there will be new excellent deliveries. In the executive's words, that is the reason why the group's content is in high demand and belongs to the list of the most excellent offerings in the world.
The enterprise has utilised a powerful basis with outstanding games. In a jam-packed industry, that is becoming a triumphant recipe.
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