Play’n GO, renowned for its pioneering role in online casino entertainment, has taken a significant step by introducing its acclaimed game portfolio to land-based casinos for the first time in its two-decade history. This strategic move marks a pivotal expansion for the company, which has long been a major player in the digital gaming space.
In a landmark partnership with Genting, Play’n GO has launched its new BOOM Slots, a specially designed cabinet created exclusively for Genting locations. This collaboration brings 13 of Play’n GO’s most popular titles, including well-known online favorites like Rich Wilde and the Book of Dead, Reactoonz, Honey Rush 100, and Buildin’ Bucks, to the physical casino environment for the first time.
This bold venture into the UK land-based market follows a successful six-month trial at Genting’s flagship venue, Resorts World Casino in Birmingham. Building on this success, Play’n GO is orchestrating a wider rollout across more than 30 Genting casinos throughout the UK. Notable locations include Genting Stratford, London’s largest casino. The company anticipates that the full deployment will be completed by December.
Johan Törnqvist, CEO and co-founder of Play’n GO, expressed the significance of this launch as a historic milestone for the company. He articulated that this move is a realization of a shared vision with Genting, aiming to deliver high-caliber online casino content and features to land-based casino floors globally. Törnqvist highlighted Play’n GO’s commitment to crafting innovative and engaging gaming experiences universally, expressing enthusiasm for extending these experiences to physical casinos for the first time.
This development is not an isolated event for Play’n GO. Recently, the company introduced Rosy Orbit Treasure Turn, a fairytale-inspired slot game that narrates an enchanting tale of a tiny rose-covered planet. However, it remains uncertain if this particular game will make its way into the new land-based cabinets.
Delving further into the launch, Törnqvist emphasized that Play’n GO’s venture into land-based casinos aligns seamlessly with the company’s core identity. He conveyed confidence in the global opportunity, envisioning the potential for tens of thousands of such cabinets worldwide featuring Play’n GO content. Törnqvist also commended Genting as an outstanding partner, noting the collaboration was pivotal in the successful UK trial and expressing eagerness to continue building on this partnership.
Simultaneously, Stuart Armstrong, product director at Genting, underscored the necessity of differentiation in the highly competitive land-based casino sector. He commented on how the introduction of the exclusive BOOM Slots provides a unique gaming experience that distinguishes Genting from its rivals. Armstrong praised Play’n GO for its reputable standing in the industry and recognized the partnership as a testament to Play’n GO’s agility and innovation in actualizing the BOOM Slots concept.
While the collaboration between Play’n GO and Genting signifies a forward-thinking approach in merging online prowess with physical venues, there are differing viewpoints within the industry. Some industry analysts suggest that venturing into land-based operations could pose new challenges for Play’n GO, traditionally a digital-first company. Concerns revolve around the logistical and operational complexities of managing physical gaming infrastructure compared to the relative simplicity of digital platforms.
On the flip side, proponents argue that this move could be a strategic response to the evolving landscape of gambling, where players increasingly seek diverse experiences that blend the convenience of digital access with the tactile and social aspects of physical gaming. This hybrid approach could potentially tap into new demographics and drive further growth.
Moreover, this expansion comes at a time when the global gambling industry is recovering from the impacts of the pandemic, with land-based casinos eager to attract customers back through innovative offerings and enhanced experiences. By leveraging its strong online reputation and game portfolio, Play’n GO might uniquely position itself to capitalize on this trend.
In a landscape that is continually evolving, Play’n GO’s entry into the land-based market could signal a new chapter not just for the company but for the broader industry as well. As players and operators adjust to new forms of gaming interaction, the success of such ventures could redefine the boundaries of casino entertainment.
As Play’n GO and Genting further their collaboration, the industry will undoubtedly watch closely to see how this new venture performs and what it could mean for the future of gaming. Whether it leads to a broader trend of digital-first companies entering the physical space or remains a unique case study, the outcome could have lasting impacts on the gambling sector at large.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
