PLAY’N GO
Play’n GO prepares for Latin America expansion
I
n the mid-1990s the founders of Play’n GO made their living consulting a number of high-profile corporations on their IT requirements. By their own admission they were computer geeks. But twenty years on they are now at the forefront of the online slot and table games industry, producing some of the best-performing content on the market and with deals in place with many of the world’s leading casino brands; and also a celebrated gaming industry award-winning provider.
Recently, we caught up with Robert Skogh, Play’n GO Business Development Director to chat over the direction the company was taking, as they now seeks to expand their offerings to new markets in Latin America. Ricki Chavez-Munoz, International editor, sought more information on products and marketing strategy for the region.
RCM: The Latin America market is edging closer
towards e-gaming, but there are only a handful of countries with online regulated gaming. Which markets are of interest to Play’n GO?
Robert Skogh: “We think there is a great
opportunity in Latin America for companies like Play’n GO, who supply very good quality games that are proven performers in other markets. Furthermore, our solid and independent e-gaming platform –Game Account Toolkit (GAT) – which has a complete and comprehensive back-office, will give operators a unique foundation to tailor their offerings. Play’n GO can ensure that its clients are equipped with superior back-office administration tools for surveillance and marketing, in addition to premium gaming content. “There have been issues around regulation and
payments in Latin America, but these are being overcome and our experience at making the most of opportunities in different regulatory environments around the world is a big help for us. I think more and more countries are going to look at online gaming in the next few years, which is why it’s
64 MAY 2016 RCM: Some of the countries with online
regulation include Peru, Panama and some provinces in Argentina, while Colombia has just published its online regulatory project. Are there companies in these markets interested in Play’n GO products?
Robert Skogh: “We’re having conversations with
operators in markets like these all the time and have a number of deals in the pipeline. Many of our games, including Aztec Princess and the brand new Samba Carnival, have themes with which Latin American audiences will be very familiar. We also have all the default languages in place already too, including Spanish, Portuguese, and Brazilian Portuguese. “We have a very varied portfolio of games which
have absorbing features and very varied maths models, making sure there is something for everyone. As mobile penetration increases too, players are going to be able to enjoy a richer, more immersive experience thanks to our HTML5 game design. All our games are delivered with full support for iOS as well as Android and Windows Phone OS.”
RCM: One way or another, it is necessary to
have a local presence in the local markets, and there are good gaming events in Latin America where Play’n GO needs to show its exciting products. Do you have plans to visit or exhibit in such events?
Robert Skogh: “We will certainly be more and more visible on the ground in Latin America during 2016. For instance, we’re very much looking forward to being at FADJA in Bogota in April and would welcome the opportunity to speak to any operators who are looking for a new content to stimulate their players.
Robert Skogh aims to take new online technology to new markets
important for us to talk to established land-based operators or those looking to start new ventures in regulating as well as regulated countries. It’s an exciting time.”
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