While the majority of the gambling industry tends more to scalable digitalisation, Play’n GO is taking a rather bold step. The iGaming provider has decided to expand its operations to the land-based vertical.
To achieve the goal, the supplier has inked a partnership deal with Genting Casinos to deliver its popular slots to the entertainment halls across the UK. Johan Törnqvist, Play’n GO’s Chief Executive and Co-Founder, shared his thoughts on such a unique decision.
Basis for the Transition and Collaboration
For the developer, moving into the ground realm is a strategic step forward, not a random idea. The CEO stated that the studio has always been focused on entertainment as a whole, and the digital sector was just a primary branch. Although this direction has led the firm’s operations for about 20 years, the company never intended to limit itself to a single field.
The corporation has already expanded its activities far beyond web games:
- A separate merchandise line, featuring clothes and toys with signature designs, has been launched (Play’n GO Shop).
- Epic soundtracks assembled into a standalone division of the company’s general structure (Play’n GO Music).
- Visible storytelling, from the earliest details of upcoming game releases to glimpses behind the scenes of development, promotes the studio’s IPs in new ways (The GO Show).
Amid these innovations, the transition to the hybrid format, now including the physical segment, seems only logical for the enterprise. The progression has been enabled through an agreement with one of the UK’s most prominent brands.
Together, the 2 giants have created the BOOM Slots machine, explicitly for the operator’s properties. The launch will deliver the supplier’s hits to over 30 venues, one of which is the London-based Genting Stratford casino.
This partnership builds on a shared mission to combine proven iGaming approaches with a brick-and-mortar gambling environment. The first trials have already been conducted on the Resorts World Birmingham's floors for over half a year. The terminal’s strong performance brought associates valuable data for further rollout.
Great Britain as a Strong Choice for the Start
The country was selected for the launch for several substantial reasons:
- popularity of Play’n GO’s online slots like Reactoonz and Book of Dead among the local audience;
- Genting’s confident stance across the market and deep knowledge of its peculiarities;
- mature and globally recognised regulation of the gambling business in Great Britain.
The state is a perfect testbed for the partners. Blending an established client network and world-renowned entertainment content, the 2 brands experiment with technology and omnichannel strategies to prepare for an international launch. The success of this project would serve as a strong example of how digital-1st IPs can be efficiently implemented in ground halls.
Testing Online Hits in the New Environment
The initial batch of slots to be presented in physical casinos was selected based on calculated predictions to determine how venue visitors would like web amusement mechanics.
The first pool of games for the installation includes:
- Piggy Blitz;
- Reactoonz;
- Legion Gold;
- Honey Rush 100;
- Rich Wilde and the Book of Dead.
These titles feature different themes and functionality to make the experiment as comprehensive as possible. The common characteristic is high demand among the supplier’s fans and partners. Mr Törnqvist claimed that once players see the company’s logo in games, they instantly feel the buzz, knowing what this trademark brings to the table.
Usually, land-based punters prefer classic-style content with simple reel models and low variance. Meanwhile, internet slots from the developer are highly volatile and feature-rich, with non-traditional forms, such as grids. The test will show how offline audiences react to the digital titles. Familiar elements could motivate web enthusiasts to enjoy these products at ground casinos as well.
New Chance for Physical Gambling Venues
Brick-and-mortar businesses need to change their strategies to attract a young audience that is constantly growing. Tech-savvy and fluent in the digital world, contemporary customers look for an experience that mirrors online versions they already admire. Play’n GO’s titles are the key to solving the challenge through modernising the halls.
Punters aged 18−30 have notably different expectations from sessions:
- instant gratification;
- interactions through mobile gadgets;
- immediate transition from content selection to actual gaming.
Familiar web functions implemented into ground operations can make the floors crowded again. Previous approaches are no longer effective for ground facilities due to the enlargement of the new, demanding generation.
Mr Törnqvist believes that modern audiences are way more open to fresh formats than they may seem. This category was born surrounded by technology and is well aware of internet mechanics.
The supplier’s solutions offer fast-paced sessions full of thrilling features and fascinating narratives, which make them a perfect fit for young users. With such content, the UK operator opens a new marketing channel and reaches demographics that may never have been involved in brick-and-mortar gambling before. Early experiment results reveal that this strategy works very well, bridging the 2 entertainment worlds.
Another essential factor is adherence to industry laws combined with integrity. A successful rollout needs potent software to meet legal requirements and manage risks. Play’n GO is now adjusting proprietary tracking systems for problem and irregular gaming identification on the floor.
Further Plans of the Software Provider
The recent partnership with Genting is only the 1st stage of the developer’s broader campaign to enter another vertical. In 3 years, the corporation plans to make the niche an official direction of its activities, integrating proprietary slots into thousands of terminals internationally.
The company’s strategy and goals reflect the industry’s more global shift towards convergence. Gaming providers strive to accommodate their supply chains for designing titles that are not dependent on distribution. The largest market representatives seamlessly allocate products across all web and offline channels, and it becomes a fundamental business trend.
Mr Törnqvist emphasised that his enterprise focuses on creating memorable story lines and vivid characters. The platform for their introduction is a second-importance asset. The central goal is crafting solutions that resonate with the audience, regardless of the interaction channel.
The executive also noted that his corporation boasts a rich history of bold, unpredictable decisions. Nevertheless, almost all the previous ideas proved successful. Expanding into brick-and-mortar casinos is sort of typical for the supplier.
Possible Challenges During the Transition
Alongside the first positive results and clear benefits, the CEO acknowledged that there are some complex aspects of a large-scale rollout.
A significant amount of work and resources are needed in the following areas:
- manufacturing high-quality, tailored slot machines;
- complying with some regulatory requirements for physical cabinets;
- programming unified systems for monitoring and analysing gamblers' behavioural patterns.
The good news is that the provider has all the operational capabilities to deal with the obstacles. Additionally, the studio can establish a higher standard for entering the content sphere. Initial results from the Book of Dead physical deployment tests show that IP can be successful offline as well.
The question remains whether other industry participants can repeat the impressive jump. If not, it would be the official start of share division in game development.
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