Play’n GO: “G2E was a Fantastic Opportunity to Make Our Mark in the U.S. and Across North America”

16 Nov Play’n GO: “G2E was a Fantastic Opportunity to Make Our Mark in the U.S. and Across North America”

Las Vegas hosted the Global Gaming Expo (G2E) 2024 earlier this month, a top-tier event that brings together industry leaders, innovators, and key stakeholders from the North American gaming sector and beyond.

Among the attendees, Swedish iGaming provider Play’n GO participated in the expo to strengthen its presence in the North American market. In an exclusive interview with Yogonet on the event’s second day, Saam Hafezi, Play’n GO’s Regional Director for the U.S., shared insights into the company’s strategy, latest game releases, and approach to navigating the evolving regulatory landscape.

“G2E is one of North America’s premier expos, and as a globally recognized brand, Play’n GO was eager to show who we are to the region’s stakeholders. This event was a fantastic opportunity to make our mark in the U.S. and across North America. The responses have been incredibly positive, and the energy around our booth was a testament to our entire team’s hard work. Our expectations were simple: to introduce our brand to more people and showcase what Play’n GO means, and we’re achieving that.”

Preparing for these exhibitions takes several months. We started planning in May, and our team did a phenomenal job. We focused on content that resonates with the North American market. What works in Europe doesn’t necessarily translate to the U.S., so we aimed to spotlight games with mechanics suited to our North American operator partners’ needs. This preparation was key to ensuring we presented the right content for this specific market.

Globally, we’re known for iconic titles like *Book of Dead*, but we’re also pioneers in grid slot games, offering a fresh and innovative way to engage players. At G2E, we highlighted our approach of thinking beyond the traditional three-by-five reel format.

Our goal is to provide diverse entertainment options that keep players engaged and entertained, ensuring they enjoy their experience with our games because we know they have many entertainment choices available. We need to make sure they’re satisfied and enjoying every second they play our games, as it ultimately involves their discretionary income.

Indeed. We’re currently educating both our partner operators and end-users about new game mechanics, such as grid slots. While these mechanics may be new to some players, the response has been overwhelmingly positive once players experience them. It’s rewarding to see players excited about our innovations, and we’re committed to leading the market with these new and engaging gaming experiences.

We’re especially excited about *Colt Lightning Firestorm*, which has received a lot of positive attention. We also have an exciting roadmap ahead with titles like *Building Blocks* and *Stepping Diamonds*. These games draw inspiration from traditional content but incorporate Play’n GO’s unique touch, combining our 20 years of industry experience with North American market trends. We believe these additions will significantly enhance our market presence.

There’s no doubt we’re growing. One of the main challenges for European providers like us is adapting to the specific requirements of the U.S. and North American markets. However, 2024 has been a pivotal year for us, and we’re gaining momentum. We’re very excited about what lies ahead in 2025.

We’re working with more operators and expanding beyond the five states we currently operate in, with plans to continue growing next year, including in Canada. We’re also excited about opportunities in Ontario and other Canadian provinces, such as Alberta, as we closely monitor the regulatory roadmap.

Yes, we keep a close watch on regulatory developments, and we’re fortunate to have a Head of Government Affairs, Shawn Fluharty, who continuously assesses new opportunities for Play’n GO. Alberta is a key target in Canada, and in the U.S., states like Louisiana are on our radar.

Of course, much depends on the political landscape after the elections, and we expect to have a clearer picture in 2025. The entire industry eagerly awaits the opening of new markets, and we’re ready to move when opportunities arise.

Our main goals are to work with more partner operators and continually enhance our offerings. We want to be the best version of ourselves by focusing on customer service, improving promotional tools, and maintaining close collaboration with our game developers and backend teams. Our objective is to ensure we meet and exceed market expectations, delivering an engaging and top-tier experience for both operators and players.