We design games that stand on entertainment alone. Tat’s why we’ve never adopted bonus buys, and why we stay clear of sweepstakes casinos, which we believe aren’t sustainable models. We also take an
active role in moving the industry forward: we were the only iGaming supplier invited to the G7 and United Nations Forum on Responsible
Gaming and Gambling Policy. We engage continuously with regulators, lawmakers and researchers to push the sector in the right direction.
pushed to chase short term spend. Tat philosophy hasn’t always been fashionable. But it’s why our biggest franchises - with their characters, worlds and stories - have become part of the cultural fabric of iGaming. Tese games live in players’ minds even when they’re not spinning. Tat’s the difference.
You’ve consistently prioritised operating only in licensed jurisdictions. Has that decision limited short term growth or strengthened long term credibility?
We’ve absolutely walked away from large amounts of short term revenue. But the long game is what matters. We want players enjoying Play’n GO titles responsibly for decades, not months. We’ve been told by some of our large Tier 1 partners that our games are by far the bookmarked/favourited by players, so we feel we’re in a great position. Our games are a core part of casino’s retention strategies. Sustainability, both for us and for the wider industry, means taking the long view — and that’s why we’re so strong today across regulated markets. It’s rare in this industry, and it’s a core part of our identity.
Building great games is central to your mission statement. How do you embed that philosophy in product development and decision making?
It’s simple: the game comes first. Everything else — process, structure, operations — is designed to support the creation of world class games. As we’ve grown, complexity has increased, especially around compliance and launches. But we measure ourselves against that one principle: are we still putting the game first? If the answer is ever no, something has gone wrong.
How do data insights, player research and creative instinct combine to shape new game concepts?
What used to be just conversations with players has evolved into data from more than 35 regulated markets feeding directly into our creative process. Insight informs our decisions from concept to delivery - but it
70
MAGNUS OLSSON CCO, Play’n GO
never replaces creative instinct. Data should support creativity, not cage it. Tat’s where the magic happens.
What practical steps ensure Play’n GO delivers sustainable, entertainment led play rather than purely transactional gaming?
We design games that stand on entertainment alone. Tat’s why we’ve never adopted bonus buys, and why we stay clear of sweepstakes casinos, which we believe aren’t sustainable models. We also take an active role in moving the industry forward: we were the only iGaming supplier invited to the G7 and United Nations Forum on Responsible Gaming and Gambling Policy. We engage continuously with regulators, lawmakers and researchers to push the sector in the right direction.
Beyond your recent UK land based debut, where are the next big opportunities, particularly in North America and newly regulated markets?
Te US is only at the beginning of its iGaming journey. Maine is set to become the eighth state with regulated online casino, and momentum is building. Our first land based releases have also opened doors we’re excited about. Globally, we’re live in more than 35 regulated jurisdictions, and we actively work with regulators to help shape sensible, sustainable frameworks for players and partners.
Looking ahead to 2026 and beyond, what will define the next evolution of Play’n GO, from online slot studio to broader entertainment brand?
Play’n GO Music is already introducing our soundtracks to fans outside of gameplay. Our new Play’n GO Shop brings our characters and IP into fashion and lifestyle. And our partnership with the TGR Haas F1 Team shows how slot studios are becoming consumer facing entertainment brands. Behind the scenes, our AI work - developed with Amazon Web Services - is years ahead of the industry. Te next chapter for Play’n GO is bigger than games. And we’re just getting started.
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