importance of taking the time and putting in the effort to fully know and understand the space, instead of rushing things. Te early movers are not necessarily the final winners.
Of course, the US represents a key market in our global expansion, but so do the more than 25 regulated jurisdictions where we have a presence. No two markets are alike, especially in today’s landscape, so experience matters.
Whether when building games mechanics or commercial partnerships, we need to look at the bigger picture. Why do we do what we do and where is it taking us? Tat’s been our approach in the US and elsewhere. We’re very much open to working closely with governments, regulators, and experts to make our industry more efficient. And that is our strategy to continue to grow in the US and beyond.
In December, Play'n GO Music was launched - a new music division to showcase game soundtracks. Another industry-first, what inspired the launch of Play'n GO Music and what are your hopes for the new division?
Creating immersive and original music for our games has always been essential. We consider it an intrinsic part of the gaming experience. Te idea with Play’n GO Music going forward is to collaborate with talented artists who will reinterpret music from some of our most beloved games, bringing new perspectives to these worlds.
We’ve already launched a rendition of Supernova by vocalist KEANA, and the theme from Hugo Legacy played by the Czech Symphony Orchestra, with more exciting projects coming in 2024.
Whether when building games mechanics or
commercial partnerships, we need to look at the bigger
picture. Why do we do what we do and where is it taking us? That’s been our approach in the US and elsewhere. We’re very much open to working closely with
governments, regulators, and experts to make our industry more efficient. And that is our
strategy to continue to grow in the US and beyond.
Play'n GO won't be exhibiting at ICE London. Why is that? Will representatives be attending, and where can our audience find Play'n GO exhibiting later in the year?
We made a strategic decision not to exhibit this year as we didn’t feel it was necessary to best serve our partners. ICE is still a hugely important show for us, and we’ll be sending the largest delegation we’ve ever sent to this year’s edition. As always, we expect the conversations we’ll have in London to go a long way to setting the agenda for the rest of the year.
ICE has always been a crucial event for us; during our early years, we’d exhibit with little more than a fold-up table. Of course, this is the final edition in London, and we look forward to continuing supporting the show in Barcelona.
In terms of other conferences, G2E takes on increasing relevance for us as we further expand in the US; our stand in 2023 doubled in size compared to 2022. We’ll also be attending shows around the world, particularly in regions that are taking bold steps towards introducing regulatory frameworks. Latin America - where we were among the very first European
companies to have an on-the-ground team - is one of them, and we’re really looking forward to returning to it in 2024.
We’re also breaking new ground by sending a team down to Cape Town for SiGMA’s African trade show, as we prepare to enter that market. We’re committed to our goal of being active in every regulated market in the world, and we’re excited about the possibilities of the African market. We want to be ready, when the time is right, to earn instant success across all regulated markets on the continent, so we’re looking forward to our first experience of the region later in the Spring.
A recent flagship title for Play'n GO was Gargantoonz. Has the game performed to expectations in operator lobbies, and why the promotional emphasis on this title?
Gargantoonz has been one of our most exciting new releases in recent memory. I think to understand the hype, you have to look back to the launch of Reactoonz in 2017. It’s a game that chimed with fans everywhere - it is certainly in our top 10 all-time best performers - and the series has gone from strength to strength ever since.
Tat indeed creates not just excitement, but also a massive amount of expectation. We dedicated a lot of time, work, and creativity to building a title that would take the series forward to new and entertaining places.
And the fans have really taken to it. We’ve supported the game heavily from a promotional aspect, but we’re also seeing many players coming to it organically, simply because they love both the Reactoonz series and the new features we’ve added to this latest hit.
Are there any upcoming Play'n GO games, functionalities and features you can preview for us? What's in the product pipeline?
I’m afraid I’m not going to give too much away at this stage! Suffice to say we have a pipeline of releases lined up for 2024 that, in my humble opinion, sets us up for the best year in Play’n GO history. 2023 saw us break two very significant company records- our highest number of rounds played in a single day in November, and our best month in terms of rounds played, active players, and GGR all broken in December. We’re still breaking records this far along our journey, and we have no plans to stop any time soon- in fact, we’re looking to break those records again as soon as we can.
We’re now building games with a sophistication that is unmatched in this industry. I’d argue we are leading the way across the board, whether that be audio, visuals, gameplay, or narrative. But we understand that to maintain that position, we need to be fearless and never afraid to try something new. We can’t wait to share the fruits of this philosophy with you in 2024.
NEWSWIRE / INTERACTIVE / MARKET DATA P203
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