How did Play’n GO begin to develop operations in Latin America?
We have been at the forefront of building a strong presence in regulated markets across Latin America for several years now. We started in Mexico and Colombia at the beginning of 2018, obtaining certification in both. We continue to perform strongly in them to this day alongside some fantastic partners. In 2021, we also got accredited in Buenos Aires, Argentina (both the City and the Province). An important part of our early success in the region is that we’ve been on-the-ground there for many years. At a time when lots of European operators and suppliers were talking abstractly about the potential of Latin America, we were there putting in the hard work at trade shows and conferences, building long-term relationships, and taking the time to understand what these markets are all about.
The company pioneered the mobile gaming revolution way back in the mid-00s. How do the games and the sector as a whole compare today?
As with our move into Latin America, we were ahead of the curve on mobile gaming. We were building games specifically for mobile devices before the first iPhone was launched. At the time (and for several years after), people thought we were taking a big gamble, but we could see the direction of travel. What gave us an advantage was that we were (and still are!) massive slots fans ourselves. We weren’t just building these games; we were playing them too. Sure, we identified the emerging commercial opportunity of mobile gaming, but perhaps more than that we wanted to play great casino games on our phones and there were none available. We had to create them ourselves. In terms of how the mobile online casino space compares today, it is an entirely different world. Mobile is now the first thought, and a large majority of bettors prefer to play from a phone than a desktop.
How do you manage content in Latin America, and which titles are most popular there?
The Play’n GO approach has always been to offer players the best and most entertaining experience possible in an online casino. We want them to walk away satisfied regardless of whether they win or lose, and that’s why we spend so much time not just creating innovative game mechanics, but also producing entire narrative worlds players can enjoy. This applies in Latin America, but also in the many regulated markets in which we are active worldwide. In terms of particular games that are favorites in Latin America, Book of Dead performs strongly, as it does everywhere else. A couple of recent releases are also striking a chord, including Gargantoonz and Rise of Olympus 100.
What is the assessment of your performance in this season, and what are your expectations regarding the company’s plans for the LatAm region in 2024?
We’re happy with the advancement we’ve achieved, but we understand we’re only at the beginning of the journey. We’ve established ourselves strongly in Colombia, Mexico and parts of Argentina, which right now is about the extent of regulated markets in this part of the world. That is changing. The big opportunity everyone is excited for in 2024 is Brazil. Of course, we’ve all been following along with this saga for many years now. Progress has, at times, been frustrating, but we’re beginning to see the light at the end of the tunnel, and we’re hopeful that a framework will be in place next year. Once live, we’ll certainly be exploring possibilities in Brazil alongside our partners. Elsewhere, we’re hopeful that other countries in Latin America can follow the positive example. Peru is another one to keep an eye on. We also recently partnered with the Haas Formula 1 team in a deal that will see Play’n GO reach new audiences worldwide. Given the fast-growing popularity of F1 in Latin America, we’re looking forward to introducing our games to even more players across the continent in 2024.