Magnus Natt och Dag North American Commercial Director Play’n GO
“Quality content creation plays a crucial role in improving retention rates on online
platforms and driving player loyalty. We pride ourselves on the retention rate of our
What role does quality content creation have in improving retention rates on online platforms and driving player loyalty?
Quality content creation plays a crucial role in improving retention rates on online platforms and driving player loyalty. We pride ourselves on the retention rate of our products. When players find our games, they come back time and time again. With player acquisition costs sky-high in the US, we feel it’s more important than ever to retain players.
Content that resonates with users fosters a sense of loyalty towards the platform or brand. We want players to recognise the Play’n GO brand, to become familiar with our games. It’s important to us that our content is viewed as high quality, and is considered trustworthy by operators and players.
Will studio expansion be led by organically growing portfolios, acquiring existing studios, or both?
We expect both strategies to be prominent in the US marketplace. We design our games with a global audience in mind- we don’t
products. When players find our games, they come back time and time again. With player acquisition costs sky-high in the US, we feel it’s more important than ever to retain players.”
target specific geos with game designs. Terefore, organic growth of our portfolio is to be expected. We hope to release over 60 games this year, a little over a game a week. Tis is ambitious, but necessary to stay in touch with players. We have some upcoming releases that we’re really excited to launch in the US, hopefully later this year.
Is exclusivity as prominent in the US as it is in other global markets? What are the advantages and disadvantages of exclusivity?
Game exclusivity is a significant factor in the US iGaming market, though its prominence can vary depending on the specific sector
within the industry. An advantage is, of course, an exclusive game launch can provide a competitive advantage to the operator who gets early or exclusive access, and to the supplier who will receive priority positioning with the operator for the game.
Te disadvantages are obvious - exclusive launches immediately limit the audience that will have access to your game. You hope the operator will use this exclusivity to drive more traffic to your content, so it has to work both ways. Exclusive titles often receive more attention and marketing support from platform holders, leading to increased visibility and potentially higher traffic.
What's next for Play'n GO in the US?
Play'n GO has been steadily expanding its presence in the US regulated jurisdictions where online gambling is legal. Even if the marketplace has not expanded as fast as first anticipated, Play’n GO is in it for the long run and will continue to expand with the new jurisdictions opening. Play’n GO is live in MI, NJ, WV and PA. Play’n GO anticipates being live in CT, DE and RI before year end.
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