Play’n GO CEO interview: “We don’t take shortcuts – we focus on building great games”

Play’n GO CEO interview: “We don’t take shortcuts – we focus on building great games”

As the leading slots supplier gains approval to serve iGaming operators in the United States, Gaming Intelligence speaks with CEO and co-founder Johan Törnqvist about steering Play’n GO through the choppy waters of European regulation over the past 15 years, and what he hopes to discover when landfall in America is achieved.

Play’n GO recently received its first license in the United States, in Michigan. How significant a step is this for the company?

When we started out more than 15 years ago, the idea of regulated online gaming in the US felt like a very distant prospect. Fortunately, states like Michigan, New Jersey and others across the country are realizing that sensible regulation is the only way to build a sustainable sector.

It’s no secret that Michigan is one of the most exciting online gaming markets in the world right now. That’s both as a market in its own right, and also as a launching pad into other regulated states like New Jersey and Pennsylvania.

This brings with it significant competition. We know that our history and reputation won’t guarantee us success, but we strongly believe that our experience, our games and our approach position us well to replicate what we’ve achieved in Europe.

Where does expansion in the US fit into the next chapter of the Play’n GO journey?

Entering the US is a significant milestone. We’ve been a globally minded company from the very beginning and boast a presence in more than 25 regulated jurisdictions. It has been a remarkable journey so far; I think it is fair to say that there is now an expectation from players in regulated markets to see our content in whichever online casino they choose.

People often ask me for the “secret” of our success, but I don’t think we have one. We’ve always been very open about how we work. We focus on building great games, we don’t take shortcuts and we think long-term.

But we do have significant experience to bring to the table too.

As the market leader in Europe, we’ve had to adapt as jurisdictions went on their own regulatory journeys – and those regulations continue to change all the time placing a premium on the ability of suppliers to adapt quickly.

Now that same regulatory process is underway in the US, we aren’t making any assumptions. We’ll draw on our experience, but we approach every new challenge just the same as we’ve always done – with Trust, Energy and Quality.

How is the Play’n GO team evolving as it expands into new markets such as the US?

We’ve always prided ourselves on being a progressive business when it comes to our people, and the challenges posed by the global pandemic have really accelerated our development in this area.

Our philosophy is simple: we believe that to get to where we want to go, we need great talent. And great talent is always going to be in demand. Our offer to world-class people must be compelling.

This is part of the thinking behind our digital-first model, which is now implemented across all areas of our business.

Ultimately, we want people who buy into our vision and share our values, and we know we have the tech infrastructure in place to reap the benefits of a truly global team.

One focus for us now is to find similarly-minded people in the US to expand upon the big plans we have in markets across the country. I think it’s fair to say there’s never been a more exciting time to join Play’n GO.

Against this backdrop of newly regulating markets around the world, how is Play’n GO adapting the way it creates and delivers content?

We’ve been very clear: we absolutely believe we have a duty of care for players.

It’s not good enough anymore for suppliers to defer all responsibility for player safety to the operator. We are the ones building these games after all, and the decisions we make literally shape this industry.

We’ve always been focused on entertainment. We want people to play our games simply because they are fun to play. That’s our DNA – fun and entertainment first.

There have been many, many times where taking another path would have been more profitable. But Play’n GO has always decided to put the interests of players, and the sustainability of the industry first, and I’m extremely proud of the choices we’ve made. I’d make the same choices again too.

I spoke recently about why Play’n GO doesn’t make any so-called ‘Bonus Buy’ games, where players can essentially pay upfront to buy into the bonus round.

We could make them, of course, and we’d do very well financially out of doing so but I couldn’t be happier that we don’t. Those types of games with overly aggressive mechanics aren’t good for players, or the health of the industry, in my opinion.

It’s just not a sustainable approach and I really wish more operators would think about the longer term when choosing which games to put in their casino lobbies and which suppliers to work with.

We back our vision to succeed for two reasons.

Firstly, we know that Play’n GO is not just competing with other online slot suppliers. Our games need to work as a form of pure entertainment that can compete with the latest release from the mobile gaming space, or what’s hot on Netflix right now.

Secondly, regulators around the world are getting increasingly interested in rules around bonusing, free spins, maximum stake limits, affordability and much more.

All of these interventions serve to refocus attention on the games themselves, and as we’ve got the best games in the business, that’s just fine by us.

How is Play’n GO evolving as a business?

It’s not just online casino that’s changed dramatically over the last decade or so, it’s the very way companies of all shapes and sizes are expected to do business. At Play’n GO, we don’t want to meet minimum requirements, we want to set new standards across the board.

Take the example of sustainability and the environment. We’re not a small games studio that can bury our heads in the ground on these big issues. We’re a modern business with a team of more than 650 people. We feel it’s our responsibility to set an example for our industry.

And don’t get me wrong, we’re doing this both because it’s the right thing to do, but also because it’s the best way to continue to grow. We want Play’n GO to maintain its reputation as the creator of the best casino games in the world for the next 10, 20, 50 years. That means taking these challenges seriously today.

What advice would you give operators in the US looking to replicate the success of the European industry over the coming years?

Although there’s been a euphoric rush of excitement these past few years, it’s still incredibly early in the US online casino journey. However, a lot of the focus and competition in iGaming states has been on user acquisition, as you might expect. That’s not sustainable in the long run and I’m confident that retention will ultimately become the key battleground, as is the case in Europe now. Content will be king.

A casino is like any other business. You want customers to leave your online casino feeling happy with their experience, win or lose. You can only achieve this with high quality content that keeps the player entertained. Content is the strongest retention tool there is.

What comes next for Play’n GO, in the US and beyond?

We’re committed to growing our presence in the US, and obviously that means going beyond Michigan. There are already a handful of other states that have regulated online casino that we’re looking at. This isn’t an overnight process, but the direction of travel is clear.

We want Play’n GO content to become as beloved in the US as it already is in regulated markets around the world.

We might be the market leader in Europe and one of the largest online slot suppliers in the world, but I truly feel like we are just getting started.

Related Games

Play’n GO announces exclusive game launch with Hard Rock Bet

Play’n GO announces exclusive game launch with Hard Rock Bet

28.11.2024
Play’n GO announces partnership with US operator Stardust Casino

Play’n GO announces partnership with US operator Stardust Casino

26.11.2024
Play’n GO announces partnership with Austrian state lottery operator Win2Day

Play’n GO announces partnership with Austrian state lottery operator Win2Day

26.11.2024
Play’n GO Music launches Piggy Blitz Disco Gold Visualiser

Play’n GO Music launches Piggy Blitz Disco Gold Visualiser

07.11.2024
Play’n GO announces New Jersey partnership with Hard Rock Digital

Play’n GO announces New Jersey partnership with Hard Rock Digital

05.11.2024
Play’n GO announces partnership with Finnish state-lottery Veikkaus

Play’n GO announces partnership with Finnish state-lottery Veikkaus

23.10.2024
Slots Temple expands games portfolio with Play’n GO

Slots Temple expands games portfolio with Play’n GO

23.10.2024
Play’n GO celebrates clean sweep five-state launch with DraftKings and Golden Nugget

Play’n GO celebrates clean sweep five-state launch with DraftKings and Golden Nugget

10.10.2024
Play’n GO announces US release of Midnight Princess

Play’n GO announces US release of Midnight Princess

27.09.2024
Play’n GO announces new operator partnership with bet365 in New Jersey

Play’n GO announces new operator partnership with bet365 in New Jersey

27.09.2024
Play’n GO announces landmark partnership with African operator Betika

Play’n GO announces landmark partnership with African operator Betika

18.09.2024
Play’n GO Music announces collaboration with EDM artist Humansion for Quantum Rush release

Play’n GO Music announces collaboration with EDM artist Humansion for Quantum Rush release

03.09.2024
Play’n GO announces network-wide US release of hit title Colt Lightning Firestorm

Play’n GO announces network-wide US release of hit title Colt Lightning Firestorm

28.08.2024
Play’n GO announces South African market entrance with Betway partnership

Play’n GO announces South African market entrance with Betway partnership

06.08.2024
PlayStar adds Play’n GO games to its growing list of NJ content

PlayStar adds Play’n GO games to its growing list of NJ content

01.08.2024
Wiztech and Play’n GO join forces

Wiztech and Play’n GO join forces

26.06.2024
Play’n GO lauds blockbuster performance of Rich Wilde and the Tome of Insanity

Play’n GO lauds blockbuster performance of Rich Wilde and the Tome of Insanity

17.06.2024
Play’n GO announces landmark US expansion with DraftKings

Play’n GO announces landmark US expansion with DraftKings

23.05.2024
Play’n GO announces partnership with Canadian operator Loto-Québec

Play’n GO announces partnership with Canadian operator Loto-Québec

16.05.2024
Play’n GO announces release of second Play’n GO Music x MoneyGram Haas F1 Team Playlist

Play’n GO announces release of second Play’n GO Music x MoneyGram Haas F1 Team Playlist

08.05.2024
Play’n GO breaks new ground with entrance into third Argentinian province

Play’n GO breaks new ground with entrance into third Argentinian province

02.05.2024
Play’n GO announces expansion of PokerStars partnership with Pennsylvania launch

Play’n GO announces expansion of PokerStars partnership with Pennsylvania launch

26.04.2024
Play’n GO announces expansion of BetMGM partnership with Pennsylvania launch

Play’n GO announces expansion of BetMGM partnership with Pennsylvania launch

18.04.2024
Play’n GO announces expansion of Rush Street Interactive partnership with Pennsylvania launch on BetRivers platform

Play’n GO announces expansion of Rush Street Interactive partnership with Pennsylvania launch on BetRivers platform

11.04.2024
Play’n GO announces new Spanish partnership with Betsson

Play’n GO announces new Spanish partnership with Betsson

09.04.2024
Play’n GO launches Play’n GO Music x MoneyGram Haas F1 Team collaboration

Play’n GO launches Play’n GO Music x MoneyGram Haas F1 Team collaboration

08.04.2024
Vibra Solutions celebrates with Play’n GO: New agreement to distribute premium slot content in Argentina

Vibra Solutions celebrates with Play’n GO: New agreement to distribute premium slot content in Argentina

20.03.2024
Play’n GO announces exclusive US release of Gargantoonz with Rush Street Interactive

Play’n GO announces exclusive US release of Gargantoonz with Rush Street Interactive

02.02.2024
Play’n GO announces expansion of Rush Street Interactive partnership with New Jersey launch

Play’n GO announces expansion of Rush Street Interactive partnership with New Jersey launch

24.01.2024
Play’n GO smash hit Piggy Blitz goes live in North America

Play’n GO smash hit Piggy Blitz goes live in North America

18.01.2024
Play’n GO expands West Virginia presence with Rush Street Interactive launch

Play’n GO expands West Virginia presence with Rush Street Interactive launch

17.01.2024
Play’n GO expands Italian presence with William Hill partnership

Play’n GO expands Italian presence with William Hill partnership

20.12.2023
Play’n GO announces exclusive US launch of Piggy Blitz with BetMGM

Play’n GO announces exclusive US launch of Piggy Blitz with BetMGM

20.12.2023
Play’n GO releases Netherlands market exclusive in Dutch Flip

Play’n GO releases Netherlands market exclusive in Dutch Flip

24.11.2023
Play’n GO breaks all-time one day record for rounds played

Play’n GO breaks all-time one day record for rounds played

10.11.2023
Play’n GO launches in the UK with Betway

Play’n GO launches in the UK with Betway

26.10.2023
Play’n GO embraces multiplayer gaming potential with BeyondPlay partnership

Play’n GO embraces multiplayer gaming potential with BeyondPlay partnership

05.10.2023
‘We Are Game’ – Play’n GO announces plans for action packed G2E extravaganza

‘We Are Game’ – Play’n GO announces plans for action packed G2E extravaganza

03.10.2023
Play’n GO signs The Climate Pledge

Play’n GO signs The Climate Pledge

26.09.2023
Play’n GO and Växjö Lakers partnership continues to go for gold

Play’n GO and Växjö Lakers partnership continues to go for gold

19.09.2023
Play’n GO now live in West Virginia

Play’n GO now live in West Virginia

14.09.2023
Play’n GO announces partnership with US operator Rush Street Interactive

Play’n GO announces partnership with US operator Rush Street Interactive

17.08.2023
Play’n GO breaks new ground with land-based launch

Play’n GO breaks new ground with land-based launch

06.07.2023
Play’n GO secures Safer Gambling Standard certification advanced level 2 award

Play’n GO secures Safer Gambling Standard certification advanced level 2 award

25.05.2023
Play’n GO strengthens Italian market position with Sisal launch

Play’n GO strengthens Italian market position with Sisal launch

06.04.2023
Play’n GO secures Spanish operating license

Play’n GO secures Spanish operating license

05.04.2023
Play’n GO secures new Swedish supplier licence

Play’n GO secures new Swedish supplier licence

29.03.2023
Casino777.nl welcomes renowned provider Play’n GO

Casino777.nl welcomes renowned provider Play’n GO

21.03.2023
Play’n GO goes live with Sky Betting and Gaming

Play’n GO goes live with Sky Betting and Gaming

15.03.2023
Play’n GO scores Connecticut license

Play’n GO scores Connecticut license

28.02.2023
Play’n GO expands Kindred Group partnership with 32Red UK launch

Play’n GO expands Kindred Group partnership with 32Red UK launch

12.01.2023
Play’n GO adds another powerhouse operator in Italy with SKS365 agreement

Play’n GO adds another powerhouse operator in Italy with SKS365 agreement

13.12.2022
Play’n GO games now live in Michigan

Play’n GO games now live in Michigan

13.12.2022
Play’n GO launches with BetMGM

Play’n GO launches with BetMGM

01.11.2022
Play’n GO expands presence in Italy with Lottomatica

Play’n GO expands presence in Italy with Lottomatica

06.10.2022
Play’n GO to make Las Vegas debut

Play’n GO to make Las Vegas debut

05.10.2022
Play’n GO content goes live in New Jersey

Play’n GO content goes live in New Jersey

08.09.2022
Play’n GO enters America

Play’n GO enters America

19.07.2022
iGaming Group nets exclusive game distribution partnership with Play’n GO

iGaming Group nets exclusive game distribution partnership with Play’n GO

08.07.2022