Play’n Go has taken stock of its over-10-year journey as an iGaming leader in Europe and is now aiming to achieve the same result in North America’s jurisdictions.
Ebba Arnred, the company’s CMO and Co-Founder, attributes this achievement to a high-quality portfolio and a well-thought-out marketing plan comprising different customer categories.
How Play’n Go Started in the US
The studio has undergone several significant administrative changes over the past 2 years. All of them are related to the launch of a full-scale program to enter the US gambling market.
Ms Arnred noted that the enterprise’s European and North American marketing strategies pursue a single goal. Both are aimed at providing the audience with the best experience and responsible, safe gaming.
Currently, the studio is represented in 5 states:
- Michigan;
- New Jersey;
- Connecticut;
- West Virginia;
- Pennsylvania.
The corporation’s products are also available for the gambling market in Canada, specifically for 2 provinces, Ontario and Quebec.
To expand in the region, the company initiated a series of long-term commercial agreements with big local names, including:
- PlayStar;
- BetRivers;
- DraftKings.
Ms Arnred said an established brand identity allowed the team to choose the best partners. As a result, each associate fully supports the developer’s values and aspirations. Working in well-coordinated tandems, the studio can provide maximum user satisfaction. Two years after the launch in the US, it is safe to say that the initial strategy has fully justified itself.
The company has never viewed expansion as part of a race. Instead of thoughtlessly large investing, the enterprise has focused its primary resources on a deeper understanding of each market’s specifics and needs.
Another essential aspect of the proprietary marketing program is building the most profound connections with operators. Thanks to this balanced and rational approach, the studio is growing its partner base in the US every month.
Plans Regarding Full-Scale Expansion
In addition to strategic launches in new states, the provider makes significant efforts to change the established perception of the iGaming segment, focusing on the amusement experience. One way to achieve this goal is to use significant events covered by the media.
Choosing a recognisable image makes the brand more visible to the local audience. An excellent example of this strategy is Play’n Go’s cooperation with the MoneyGram Haas F1 Team's members, one of the most prominent racers in America.
Ms Arnred’s insights in this regard:
- The cooperation caused a great resonance. The public had not previously linked the iGaming industry and professional sports, and the provider was the 1st to successfully combine both niches. The studio demonstrated new possibilities and facets of skill to the audience.
- The supplier creates more than innovative games with impressive reach. The company’s logo has long been associated with fun entertainment among gamblers. The partnership has opened up exciting prospects for the developer to launch even more global marketing programs.
iGambling and motorsports seem incompatible only at 1st glance. For Play’n Go, this combination was ideal and underscored its value and mission: creating safe, high-quality gaming products.
According to Ms Arnred, casino software providers and motorsports organisers are similarly obsessed with technology and security. The parallels are obvious, and the specialist is interested in how users react to this analogy. The partnership with the racers was the 1st step towards long-term sustainable growth in the US and the creation of new extraordinary commercial tandems.
Development of the B2C Vertical
Each legal market presents new growth offerings and openings for audience engagement. The increasing response to SMM programs has showcased that successful promotion does not always have to be product-focused.
Even with an initial orientation on the B2B segment, the provider has managed to establish itself as a strong B2C brand. The company’s team is confident it can generate interest by presenting the offer to a larger audience.
A great example of such a strategy was the agreement with the operator DraftKings. Ms Arnred called it the most popular and recognisable regional brand. It is well-promoted on social platforms and, thus, is the perfect choice for quickly covering the maximum share of the US gaming market. The partners launched together in Connecticut at the beginning of 2024 and later began working with New Jersey’s audience.
Provider’s Unique Soundtrack Project
In December 2023, the enterprise announced the creation of a branded department, Play’n Go Music. The division’s main task is to maximise brand recognition outside the iGaming segment. Now, all soundtracks in the developer’s slots are not just a basic addition to the gambling interface but a separate consumer product.
Ms Arnred said music has long been an underestimated part of casino content. Most people perceived it as an ordinary background. The company chose a different strategy: it spent significant effort preparing the audio accompaniment for branded slots. Sound effects are central to creating an unforgettable atmosphere and the final experience.
The Hugo Legacy project is among the best examples of the developer’s innovative approach. A 62-instrument symphony orchestra from the Czech Republic was involved in preparing the melody. As a result, the gaming community got access to 13 unique tracks.
The music service has become a breakthrough tool for promoting existing products and fresh releases, such as Gargantoonz. To create a sound accompaniment for the title, the provider inked a contract with the Los Angeles-based artist KEANA.
A little later, the division’s collection expanded with the following:
- the Reel Monsters track’s remixes;
- a collection of audio hits for cult proprietary slots;
- Quantum Rush, a 1-of-a-kind record with Humansion, and more.
Promotion and integration of playlists occur through the Spotify platform.
Expectations and Visible Prospects
Discussing the studio’s development and expansion plans, Ms Arnred noted that the company is live in 30+ well-regulated international markets. The corporate team continues to seek new chances and options for further rollouts. The recently launched title, Tome of Insanity, has shown incredible results and has become a proven international hit in just a few months.
The record audience response gives the experts the energy to deliver new projects. Ms Arnred believes 2024 is among the most fruitful periods in the organisation’s history. She also hinted that the plans for 2025 are even more ambitious.
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