By james art Las Vegas ushered in the Global Gaming Expo (G2E) 2024 earlier this month, a premier event bringing together industry leaders, innovators and key stakeholders from across the gaming sector in North America and beyond.
Among the attendees, a Swedish iGaming provider Play’n GO participates to further establish its footprint in the North American market at the show. In an exclusive interview with Iogonet on the second day of the event, Saam Hafezi, US Regional Director at Play’n GOshared insights about the company strategytheirs latest game launchesand their approach to navigating the evolving regulatory landscape.
Can you tell us about your G2E experience so far and what your expectations were for the event?
G2E is a premier show in North Americaand as a globally recognized brand, Play’n GO was excited to show who we are to stakeholders in the region. This event is fantastic an opportunity for us to make our mark in the US and in North America. The response has been incredibly positive and the energy around our booth is a testament to the hard work of our entire team. Our expectations are simple: to introduce more people to our brand and demonstrate what Play’n GO is all aboutand we achieve it.
How did Play’n GO prepare for the event and what are the main highlights you are presenting this time?
Preparation for these performances takes several months. We started planning back in Mayand our team did a phenomenal job. The focus is on content that resonates with the North American market. What works in Europe doesn’t necessarily translate to the US, so we aims to highlight games with mechanics that meet the needs of our carrier partners in North America. This preparation was key to ensure we were presenting the right content for this specific market.
How do customer preferences in the US differ from other markets where Play’n GO is present?
Globally, we are known for leading titles such as Book of the Deadbut so are we pioneers in online slot gamingthat offer a fresh and innovative way to engage players. At G2E, we emphasize our approach to thinking beyond the traditional three-by-five reel format.
We strive to provide diverse forms of entertainment that engage and entertain playersensuring they enjoy their gaming experience as we know they have plenty of options for entertainment. We need to make sure they are happy and have fun every second they play our games because it is their discretionary income after all.
Do you see an appetite for these new gaming experiences and mechanics in the US? market?
Absolutely. We are at the moment in the process of training both our operator partners and end users on new game mechanics such as grid slots. While these mechanics may be new to some players, the feedback is overwhelmingly positive after players experience them. It’s great to see players excited about our innovations, and we’re committed to leading the market with these fresh, immersive gaming experiences.
Could you share some of the games that are currently resonating with US audiences?
We are particularly excited about Colt Lightning Firestormwhich received a lot of positive attention. We also have an exciting roadmap ahead with titles such as Building Blocks and Step Diamonds. These games take inspiration from terrestrial content, but include the unique twist of Play’n GOcombining our 20 years of industry expertise with North American market trends. We believe these additions will significantly enhance our market presence.
Play’n GO is currently live in five states. Can you provide an overview of the company’s current presence and expansion plans in the US?
We are definitely growing. One of the main challenges for European suppliers like us is targeting the specific requirements of the US and North American markets. However, 2024 was a key year for us and we are gaining momentum. We’re very excited to see what’s to come in 2025.
We’re going live with more carriers and expanding beyond the five states we’re currently active inwith plans for further growth in the coming year, including in Canada. We are also excited about the opportunities in Ontario and other Canadian provinces, such as Alberta, as we closely follow the regulatory roadmap.
Is the company monitoring regulatory changes in the US and are there specific markets you are watching closely for potential openings?
Yes, we are following regulatory moves closely and are happy to have dedicated head of government affairs, Sean Fluhartywhich is constantly evaluating new possibilities for Play’n GO. Alberta is a key focus in Canada, and in the US, states like Louisiana are on our radar.
of course much depends on the political landscape after the electionand we expect to gain more clarity in 2025. The entire industry is looking forward to new markets opening up and we are ready to move when opportunities arise.
As we enter the last quarter of the year, what are your expectations for Play’n GO and what concrete plans do you have for the near future?
Our main goals are to go live with more carrier partners and continuously improve our offerings. We strive to be the best version of ourselves by focusing on customer service, improving promotional tools and maintaining close cooperation with our game developers and backend teams. Our goal is to ensure we meet and exceed market expectations by providing a premium, engaging experience for operators and players alike.