PLAY’N GO
MB: The big news is, of course, that Play’n Go is transitioning from iGaming to land-based. Please tell us all about the rationale behind that move. MO: It’s important to be clear that this isn’t a transition, but rather an addition. We’ve always viewed Play’n GO as an entertainment company first and foremost, albeit one that has spent the last two decades focused on creating amazing online slots.
Expanding into land-based casinos is a natural progression for us. These venues are a major entertainment channel for millions of people, and it makes perfect sense for our most iconic titles to be available wherever players want to experience them. In Genting, we’ve found an ideal partner to take this first step alongside.
MB: Why make the move into land-based now? MO: We saw an opportunity. Some brick-and- mortar casino suppliers have stagnated and are stuck in outdated structures that offer little support, innovation or optimisation of the business model for their partners. This isn’t something we’ve rushed into. We’ve been diligently watching the land-based space for many years, and we kept hearing the same thing: that both casinos and players were crying out for new and exciting content. We’ve had the technological foundations in place to deliver this for some time now, and the agreement with Genting provided the perfect chance to move forward. Everything fell into place very smoothly.
MB: What will this mean for the structure of the company? MO: It’s still very early days. Come back and ask me this in 12 months!
MB: Can you talk us through your 2026 plans as the move into land-based gaming continues? MO: Moving into land-based doesn’t impact our wider plans in the online space. We’ll continue to lead the industry towards better regulation and a more sustainable entertainment environment. Earlier this year, we were invited to participate in the G7 Global Forum on Responsible Gambling and Gaming Policy, as part of the G7 Summit in Calgary, Canada. It underlines just how deeply we’re committed to player protection. We’ve always said that online slots should be entertaining regardless of whether you win or lose. It’s why we’ve eschewed Bonus Buy mechanics, and it’s why we’ve spoken out very publicly on the dangers around sweepstakes casinos. All of this informs our plans for 2026 and beyond. Put simply, we’ll continue to build the best casino entertainment in the world and do so in a sustainable way.
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We have made an unwavering commitment to regulated markets, and our ability to execute on that strategy, at scale, is now unmatched
MB: Focusing more on products, what are you working on right now? MO: Innovation has always been a core part of our DNA. But we know we can’t live off our reputation alone. Players are always looking for something new and there are hundreds of studios out there fighting for their attention. We need to be relentless in our pursuit of excellence. So, we’ll continue to roll out industry-first mechanics, themes and maths models. Our Abyssways and Blitzways mechanics are examples of innovation that we will build upon. We’re also launching a brand-new jackpot that combines traditional jackpot features with an overarching RG perspective. It’s something that’s never been done before, and we’re really excited to introduce it next year.
MB: Are there any changing trends that are directing your product development right now? MO: We’re seeing regulation driving change in player behaviour across markets worldwide. Casual players are increasingly seeking long sessions with low-to-medium bet levels. It’s a trend that has been ongoing for a while now, and we need to adapt to ensure we’re giving players what they want.
Localisation and personalisation are another area. We’re active in more than 35 regulated markets, and it is naive to think players will act the same in all of these (or even within them). We’re investing more in technologies that allow us to deliver unique experiences to individuals and markets.
MB: Any last thoughts? MO: I would add one final point that I think is crucial for the long-term health of our industry. Every actor in the gaming ecosystem carries a real responsibility to shape the future we want to see. The decisions we make today, and just as importantly, the decisions we avoid making, will determine how the sector is viewed and regulated in the years ahead. If we do not take ownership of that direction, others will certainly define it for us.
This means operators, suppliers and partners all need to be mindful about who they work with, what types of products they support and where their revenue is coming from. Responsible entertainment is a shared commitment. We all need to align behind higher standards, stronger compliance and sustainable business models. But to get there, we need the entire ecosystem to make deliberate and principled choices.
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