Expanding the Playfield
Play’n GO brings its online hits to land-based casinos
Marking its first step into the physical casino space, Play’n GO has teamed up with Genting to roll out BOOM Slots nationwide. Magnus Olsson, Chief Commercial Officer, Play’n GO explains why Genting was the natural choice for this milestone debut and how early trials at Resorts World Birmingham are shaping the future of Play’n GO’s land-based ambitions.
Magnus, the collaboration with BOOM Slots and Genting marks Play’n GO’s first foray into the land-based sector in the company’s 20-year history. What motivated the decision to expand into physical casinos now, and why was Genting the right partner for this debut?
Tis is a landmark move for us after, as you say, two decades of building exclusively online. Land-based gaming has been something we’ve discussed for a long time. We’ve watched the sector closely for many years, but until now the timing wasn’t quite right for us. Now we are established in North America, and continuing to expand in every regulated market, we had the bandwidth for something new.
As for Genting, they were a natural first partner for us. Tey love our titles and have a profound knowledge of land-based gaming. Teir geographical reach was also a factor. Once we decided we wanted to launch in the UK, a priority for us was that it would be a national launch, not just a couple of venues in London. Genting, of course, could help us with that.
How does this move into the land-based environment fit into your broader corporate strategy? Is it about brand visibility, diversification, or testing omni-channel player behaviour?
Yes, brand visibility, diversification and gaining a deeper understanding of omni-channel player behaviour are all important. But I’d say this fits into our broader strategy on a more fundamental level. Our very purpose here at Play’n GO is to deliver world-class, sustainable casino entertainment in regulated markets around the world.
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Land-based gaming is clearly a good match for us. Te sector is highly
regulated with a strong focus on player safety. We think we can bring something unique to the experience, a little dash of Play’n GO magic in an entirely new environment. Tere’s a new generation of slot players, who had their first experience being entertained by games online, and we are helping landbased casinos attract them.
Translating digital titles like Book of Dead and Reactoonz into a terminal-style cabinet environment is no small feat. What technical and design challenges did Play’n GO face in converting online hits for the casino floor?
It was never our plan to simply port these games over onto a bigger screen. Te first issue was selecting which games to bring to the land- based space. Obviously, you first look at your most popular online titles. But we quickly realised that some games that don’t necessarily have the largest following online would work extremely well in a cabinet.
From there, it is a question of a lot of testing, optimising and listening to early player feedback. Tis is an ongoing process, but it is evident players are already enjoying what they are seeing.
Te initial trials at Resorts World Birmingham ran for over six months. What insights did you gain from early performance data and player feedback during that testing period? What KPIs or metrics will determine whether this land-based rollout is deemed a success: revenue performance, cabinet occupancy, brand engagement, or something else?
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