Q&A – PLAY’N GO Saam Hafezi
Casino International’s Matt Broughton spoke with Play’n GO’s Head of Land-Based & Multi-Channel Gaming, Saam Hafezi.
Everything we’ve done this year has been focused on creating the conditions for sustainable long-term growth in land-based gaming.
M: Is there an overarching goal driving your efforts this year? S: Our overarching goal has been to create the foundations for a global, multi-channel entertainment ecosystem.
Matt: With the majority of 2026 behind us, can you tell us how 2026 has been for Play’n GO so far? Saam: The biggest success of 2026 is the groundwork we’re putting in place right now. We’ve taken the success we’ve enjoyed in the digital world over many years and started translating that into the land-based sector. Our partnership with Genting UK has been a huge part of that journey. We’re now live in more than 30 locations across their estate, which has given us invaluable insight into how our content and technology perform in a casino environment. What’s most signifi cant, though, is the bigger
picture.
We’re bringing a software-fi rst, hardware- agnostic approach into a space that has been ready for innovation for a long time. This isn’t just about putting games on casino fl oors. It’s about the technology behind those games, the systems that support them, and the opportunity to create more connected experiences between digital and physical environments.
We’re not approaching land-based gaming from a hardware perspective. That’s not where we believe the future lies. We’re focused on content and technology, giving operators fl exibility while creating experiences that attract new audiences into casinos rather than simply shifting existing players from one machine to another. Ultimately, we’re an entertainment company. Whether a player engages with Play’n GO online or on a casino fl oor, the objective is the same: deliver a high-quality entertainment experience that earns their attention and keeps them engaged. Everything we’re doing is geared towards creating a more connected entertainment experience for players and greater long-term value for operators.
M: What shows has Play’n GO attended so far this year, and what message have you been using those appearances to broadcast to the industry? S: We’re being very strategic about the events we attend. It’s not about being everywhere; it’s about being present where we can have the most
meaningful conversations with operators, partners and decision-makers. A major focus has been direct customer engagement
and demonstrating that we’re bringing something genuinely different to the land-based space. We’re also thinking creatively about how we showcase our products because we don’t believe traditional approaches are the only way to connect with operators. The message itself has been consistent: Play’n GO is bringing proven content,
innovative technology and a long-term vision to the land-based sector. We’re not interested in short-term opportunities. We’re focused on helping operators create sustainable entertainment experiences that drive growth over time. We’ve also been talking about convergence. Players increasingly expect great entertainment wherever they choose to engage with it, and we believe the industry’s future lies in creating experiences that feel connected rather than separated by channel.
M: What are you focused on right now? S: Right now, we’re focused on scaling what we’ve started while continuing to deepen the right partnerships. That means refi ning our technology, strengthening our commercial relationships and developing our own approach to features such as jackpots and tournaments by drawing on the expertise we’ve built over many years in digital gaming. We’ve identifi ed a number of key territories that are important to our long-term ambitions, including France, Spain, Mexico, Canada and the United States, while continuing to build on our excellent partnership with Genting.
At the same time, we’re exploring new ways to showcase our land-based offering and clearly demonstrate the value we can bring to operators when they choose to place Play’n GO content on their gaming fl oors. For us, this stage is about learning, refi ning and making sure we’re building something that can succeed across multiple markets over the long term.
M: Can you talk a little about the transition to land-based? Why now? S: First of all, credit has to go to our CEO, Johan Törnqvist, for recognising the opportunity and making the decision to expand into land-based gaming. Credit also belongs to the wider leadership team for seeing how Play’n GO’s entertainment strategy could evolve beyond purely digital channels.
10 OCTOBER 2026
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