Pulse
GAME DEVELOPMENT PUSH GAMING
Push Gaming: A jam-packed year lies ahead
Since the turn of the year, Push Gaming has secured deals with 32Red and 888casino,
granting greater access to the UK market and expanding the developer's global reach.
Sitting down with G3, Fiona Hickey, Head of Sales, details the type of business Push is looking for in potential commercial partners and the role acquiring its RGS two years ago has subsequently had on the studio's autonomy for when, where, and how it expands.
What criteria does Push consider when it comes to putting pen to paper on new operator deals and partnerships? What factors make certain operators a good fit for the Push brand?
At Push, we are very much focused on regulated markets and partners who put regulated markets at the forefront of what they do. We are in the UK, Sweden, and Denmark, and are compliant with German regulations. We're ready for the Netherlands and will launch with our new partners there soon. We've recently launched in Romania - an exciting market to keep your eye on - and are prepping for launches in the US and Canada, respectively.
We want partners who are already in, or are looking at moving into some of these markets that put regulated business above the pre- regulated or unregulated side of things. Of course, I'm happy for them to have a hybrid model given the nature of our industry, but they must be partners who put players first with safer gambling measures. Essentially, we desire
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partners who share our core values and business goals.
What level of control does Push like having over its product? What balance do you look to strike between direct integrations and complementary third-party ones?
As a business, Push focuses on direct integrations first and foremost, and it is unusual when we move away from that. Of course, there are sometimes cases where that happens, but we look for direct integrations with all our partners. We build our games on our own RGS and feel that having a direct partnership facilitates growth of the partnership.
I don't believe we will partner with every single operator out there and I'm not sure anyone could say that, so for us it's about having valuable partnerships where we go into new markets together, create amazing content, and work closely on promotions and player experiences. Te best way to do this is via direct integrations.
We acquired our own platform two years ago and we have done a lot of direct integrations since - at last count we were between 30-35. I should know precisely because I do all of them! Where we do not currently have direct integrations, we are in discussions to move to that model and optimise our existing partnerships.
What impact has the acquisition of GSI had across the board from game creation and design through to distribution and operator relationships?
Owning your own RGS and platform gives you the ability to create your own tools and
Fiona Hickey, Head of Sales, Push Gaming
mechanics and this has been hugely important. We have several trademarked features within our games such as Hypermode and having our own platform has allowed us to build these. We have one of the most creative teams out there - we don't skin games or copy - and always look to come up with new, innovative, and entertaining games, tools, and concepts.
Acquiring GSI has vastly helped do this and move us into the markets we want to enter. If you sit on someone else's platform and build on it, you can't control what markets they go into or at what speed. Our entry into the Romanian market in December was a great example of us entering a market when we wanted, how we wanted and with the partners we wanted. People buy into what we're doing and the style of games we create, so the acquisition of our own RGS was a great addition to the business.
How close a relationship does Push look to have with regulators such as the ONJN, MGA and UKGC?
We place great emphasis in partnering with key regulators. I think our industry is only going to
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