We can’t share too much at this stage, I’m afraid, other than to say we are extremely encouraged by the early response. Revenue performance isn’t the priority this early; instead we’re laser-focused on ensuring players walk out having enjoyed a remarkable entertainment experience. Tat’s how we build momentum.
Do you see the early adopters of BOOM Slots as existing Play’n GO fans familiar with your online titles, or are you reaching a completely new demographic of traditional casino players?
Realistically, if a player in a land-based environment has also played online, there’s a very good chance they are already familiar with Play’n GO slots. Tat’s just a function of our scale and longevity in the online
strategic partnership, or does it mark the beginning of a long-term move toward building Play’n GO’s own land-based presence? Johan Törnqvist suggested the opportunity could extend to “tens of thousands of cabinets globally.” Is that aspirational, or do you see tangible expansion opportunities?
We see a significant opportunity here, and it is a natural progression for Play’n GO. On the online side, we’re active in more than 35 regulated jurisdictions worldwide. Tere’s no reason why we can’t achieve a similar geographical footprint in land-based venues. Tat’s the ambition, but for now we’re very much focused on working hand-in- hand with Genting to deliver this to the highest possible standards in the UK.
When regulation catches up with technology, we believe omni-channel integration will take off, the customer experience will be greatly enhanced. We have most of the
technology ready, and with the right partners and the right regulation, we can take the next step in gaming entertainment almost immediately.
world. Certainly a large share of early BOOM Slots adopters will be existing Play’n GO fans. But there is a segment of the land-based audience that simply doesn’t play online. For us, this is a fantastic chance to show them what they’ve been missing out on. So, it goes both ways, both parties gain a new audience.
And to what extent does familiarity with Book of Dead or Reactoonz online translate to immediate engagement on the casino floor? Are you observing evidence of brand pull across channels?
Book of Dead is the universe’s most popular online slot. It’s instantly recognisable to millions of players, so this has absolutely been a key factor. Of the games we’ve rolled out on BOOM Slots, this is the one that has been played the most so far. We do put that down to strong brand pull. Tere’s a real element of excitement among players who are familiar with these titles seeing them on a cabinet for the first time, and wanting to enjoy the game in a new environment.
Is this collaboration with BOOM Games and Genting a single, 40
MAGNUS OLSSON Chief Commercial Officer, Play’n GO
Looking ahead, do you envision Play’n GO becoming a content provider for multiple land-based partners, or could we eventually see Play’n GO-branded cabinets competing directly on the casino floor?
All possibilities are on the table here. It would be unfair to deny avid gamers access to our content, our ambition is that everyone that walks into a casino shall have access to the high quality entertainment only we can provide.
How important is omni-channel integration (shared wallets, loyalty, and cross-platform engagement) in Play’n GO’s long-term vision for the business?
When regulation catches up with technology, we believe omni-channel integration will take off, the customer experience will be greatly enhanced. We have most of the technology ready, and with the right partners and the right regulation, we can take the next step in gaming entertainment almost immediately.
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