Leading European Game Supplier Play'n GO Expands in North America

For over a decade, Play’n GO has been a dominant force in the European igaming market. Now, it’s making significant strides in North America. Chief Marketing Officer and co-founder Ebba Arnred emphasizes the company’s winning formula: a high-quality portfolio and collaborative marketing efforts that attract audiences beyond the traditional igaming sphere.

A History of Success

Play’n GO’s reputation is built on its innovation, exemplified by its impressive collection of awards. Last year, the Swedish game developer took home a trio of accolades, including Slot Provider of the Year, Mobile Supplier of the Year, and Game of the Year. While the company’s success spans nearly two decades, the past two years have been particularly exciting, marking its entry into the US market.

“We approach the North American market much like we did in Europe,” says Arnred. “Our focus remains on delivering the best possible online casino entertainment in a sustainable way.”

Play’n GO is now live in five U.S. states: Michigan, New Jersey, West Virginia, Pennsylvania, and Connecticut.

The company also operates in Ontario and Quebec in Canada. Collaborating with major operators such as BetRivers, PlayStar, and most recently, DraftKings, Play’n GO has been spreading its 300-plus slot portfolio across the continent.

Arnred reflects on the company’s methodical entry into the U.S., noting that Play’n GO’s well-established brand identity allowed them the luxury of time to form partnerships that align with their ethos. “We never saw this as a race,” Arnred says, explaining their measured approach to each state’s market. “We are now live in five states, and we’re closely monitoring opportunities as other states move toward regulation.”

Play’n GO’s marketing extends beyond the traditional boundaries of the igaming industry. One prime example of this is its partnership with the MoneyGram Haas F1 Team, announced in November 2023. Arnred acknowledges that the collaboration took many by surprise, but it aligns perfectly with the company’s branding strategy.

“We’re not just another content studio,” Arnred explains. “Players recognize the Play’n GO logo and associate it with quality. This partnership is about connecting our brand to a wider audience.”

The F1 collaboration not only signals Play’n GO’s entrance into sports marketing, but it also introduces the sport’s drivers, Kevin Magnussen and Nico Hulkenberg, to the igaming world. The duo, along with team principal Ayao Komatsu, attended several igaming events, participating in s that discussed the intersection of motorsports and igaming.

According to Arnred, the two industries share more in common than one might think. “Like motorsports, our industry is fast-paced, technology-driven, and safety-focused. The parallels are clear, and the partnership is a perfect match.”

DraftKings Partnership and Social Media Strategy

Play’n GO’s recent partnership with DraftKings highlights its growing presence in the North American market. Arnred believes that DraftKings’ widespread popularity and adept social media presence are key to attracting a large share of the U.S. player base.

“DraftKings needs no introduction,” says Arnred. “They’re a must-have if you want to reach a significant portion of the U.S. market, and we’ve already aligned well in of understanding our audience.”

Play’n GO’s content went live with DraftKings in Connecticut earlier this year and has since expanded to New Jersey. Arnred notes that DraftKings’ commitment to providing the best possible experience for their customers meshes perfectly with Play’n GO’s content.

In December 2023, Play’n GO launched an industry-first initiative called Play’n GO Music. This new division transforms the role of music in slot games, turning soundtracks from a background element into a key part of the gaming experience.

Play’n GO Music pushes boundaries further, collaborating with a variety of artists to create original soundtracks for their games. The launch track, “Supernova” from the popular Gargantoonz series, marked the division’s first release, with more collaborations already in the works.

Additionally, the company has curated exclusive playlists for the MoneyGram Haas F1 Team on Spotify. Fans can listen to tunes chosen by drivers and team staff during race weekends, adding a new dimension to Play’n GO’s marketing strategy.

The initiative also produced “Quantum Rush,” an EDM track created in collaboration with artist Humansion and the F1 team. The song has already gained popularity among motorsports fans and team alike.

Play’n GO’s trajectory shows no signs of slowing down. Arnred hints that players can expect even more exciting developments in the near future. “We’re now active in over 30 regulated markets, and we continue to raise the bar for what’s possible in the world of casino entertainment.”

With its focus on innovative marketing and expansion into new markets, Play’n GO is set to maintain its leadership position in the igaming industry while continuing to offer top-tier online casino entertainment.

Source:

”Boundary-pushing casino entertainment: Play’n GO’s approach to marketing for the US”, playngo.com, September 20, 2024.