GMB - What is your assessment of the performance and growth of your company in 2022?
Magnus Thalin - 2022 has been a landmark year for Play’n GO and it sets us up incredibly well for growth in the coming year and beyond. Our strategy of building entertainment-first games that provide a sustainable, world-class experience to our players has further cemented our position as the provider of choice in regulated markets around the world.
We’re now a larger and more robust company than at any point in our history, with a team of more than 700 creative and forward-thinking individuals ready to take on new challenges. There’s never been a more exciting time for Play’n GO.
Could you list the main achievements or objectives met?
It’s fair to say that one of the major highlights of 2022 has been our launch into the United States for the first time. We’re now licensed in New Jersey and Michigan - as well as north of the border in the Canadian province of Ontario - and it leaves us poised for strong growth across North America as more jurisdictions regulate.
The US is quickly becoming the new epicentre of regulated online gaming; the speed at which we’ve seen things develop over the last few years has been nothing short of astounding. Our experience in creating games in similarly regulated markets across Europe and elsewhere has given us a significant edge, as has our portfolio of games that can deliver a more entertaining experience than competitors.
This has enabled us to enjoy successful launches in the US and Canada, and the challenge now is to continue to expand across the region as other states and provinces follow the positive examples already set. We’re rolling out dedicated teams for specific regions within our commercial structure to help us achieve exactly that.
In your sector within the industry, what topics or technological advances do you think will dominate the market in 2023? What will be the main future trends?
We’re going to see the continued evolution of regulation in mature markets, particularly in Europe. There’s now intense scrutiny on online gaming in countries such as the UK, and stakeholders will need to find a way forward that ensures a sustainable future. We’re fully onboard with this, as we’ve always said casino games should be fun to play first and foremost.
In the UK, it looks likely that a max stake per spin will be introduced, probably at the two pound mark, following a similar one euro limit in Germany. Trends like these are only going to accelerate, and we’re working closely with operators to help them respond. Our market share has consistently grown in line with regulation, and that’s because we’ve been planning for this future for years. There are no shortcuts to success here, but working with providers who understand the new reality, and can leverage games built with these regulations in mind, is the best way to proceed.
Did you notice that the Brazilian gaming market made progress this year or did it miss another opportunity? How do you see things progressing in 2023?
We’re excited about the possibility of a fully regulated Brazilian market; such a market would quickly become one of the most important in the world. The size and scale alone offer up a significant revenue opportunity, but more importantly it would mean players in Brazil could finally get the safe and responsible gaming experiences all should be able to enjoy.
Latin America is now the centre of much attention for the gaming industry, particularly following the introduction of new frameworks in Colombia and parts of Argentina over the last few years. I’m proud to say Play’n GO has been focused on the region for some time and as we already have a lot of experience in regulated markets in the region, we’re hopeful we’ll be in a position to add Brazil to that list soon.
What are the main goals/objectives of your company for 2023?
Put simply, we want to work closely with our operator partners to help them grow their businesses. This means continuing to expand our share in key markets, particularly the UK, Italy, Spain and the US, while also taking opportunities elsewhere. It’s about understanding how we succeed, and being agile in our approach.
All this is only possible with the great team we’ve built, and we’ll be looking to add to that over the coming year. We’re always on the lookout for fantastic people who share our ideals and vision for creating a sustainable and entertaining future. We couldn’t be prouder or what we’ve achieved this year, and we want to go even bigger and better in 2023.
Source: Exclusive GMB
