Play’n GO is a name that needs no introduction in the iGaming world. This developer is famous for its creative games and player-first approach. What you’re about to read is an exclusive interview with a seasoned Play’n GO expert who shares insights into their journey, creative process, and, of course, the future of iGaming. We will also ask for details about upcoming releases such as Legacy of Gems Blitzways and more details on how Play’n GO perfectly combines storytelling, psychology, and cutting-edge design to offer top entertainment while still promoting responsible gambling.
Please introduce yourself and describe your role at Play’n GO. How did your journey in the iGaming industry begin?
I’ve been part of the industry and with Play’n GO for 6 and a half years now. I started as an Account Manager, progressed to Key Account Manager, and currently serve as the Game Retention Leader. In this role, I act as a strategic link between our clients, games team, and commercial team, ensuring alignment on upcoming games in terms of features, themes, and more. Before joining the iGaming industry, I was a radio host in Stockholm, Sweden. I stumbled into iGaming somewhat by chance, but it’s a move I’m incredibly grateful for.
With an impressive portfolio of over 300 games in their arsenal, what three games are you most proud of, and for what unique features do you feel these stand out in terms of player engagement and entertainment?
It’s difficult to choose, but I have to highlight Tomb of Gold. It was the first game I worked on in my current role and performed exceptionally well this year, particularly due to its focus on presentation and entertainment. Another standout is Legion Gold and the Sphinx of Dead, where we merged two of our most popular series. It showcased an innovative direction that players embraced enthusiastically. Lastly, Piggy Blitz Disco Gold deserves mention. As a recent release, it has been incredibly successful, thanks to features like the Golden Piggy and giving players the ability to choose their Free Spins.
Storytelling plays a huge part in the games at Play’n GO. How do you achieve that special player engagement with every game? Can you mention any games that were specifically made with a view to expanding into markets, for example, new markets such as North America?
We always strive to find fresh, exciting angles to engage players. A great example is Buildin’ Bucks, which introduced an innovative base-game Wheel that could trigger both features and instant prizes. This game has been our best-performing release in the US so far, and we’re thrilled to follow its journey as we continue expanding in this market.
How does Play’n GO implement the use of psychological elements within their game designing process to enhance player engagement and fun? What role does the understanding of player behavior play in your development process?
Understanding players is absolutely essential—knowing what excites them and what could potentially disappoint them is key. However, these psychological elements must be thoughtfully integrated to ensure they always add genuine entertainment and value, rather than being superficial additions. Entertainment-led features are the key not only to a successful game, but also to a sustainable industry.
Player feedback is one of the most important elements toward shaping a successful game. How does feedback influence the development of your games? Also, can you provide an example where player input weighed heavily on certain features or mechanical aspects of a game?
Player feedback is crucial, and gathering it is a big part of my role. We use this feedback to understand what works, what doesn’t, and why, which is invaluable for shaping future releases. One strong example is Piggy Blitz Disco Gold. During its development, we hosted sessions with key partners to refine the direction of its features and design. This collaboration played a significant role in the game’s success.
Which of the Play’n GO games has recorded the biggest wins or enjoyed huge success concerning players? What elements do you think have contributed to its popularity and success?
While classics like Reactoonz and Book of Dead are undeniable hits, I’d also highlight our Legion Gold series as a more recent success. We’re expanding the series in February with its third major installment, which promises to take the concept even further. It’s one to watch out for!
How does Play’n GO advocate for responsible gaming and ensure the safety of its players within an ever-changing industry? What steps are in place to ensure a sustainable future of iGaming with fun and entertainment at its core?
Responsible gaming is at the heart of everything we do. For example, when implementing psychological elements, we ensure they enhance entertainment and value while respecting player safety. There are also certain features, such as Bonus Buys, that we’ve chosen not to include in our games to stay firmly aligned with our commitment to responsible gaming. We believe such mechanics to be predatory, and they will never become a fixture of our game content.
With nearly one game released every week, how do you predict if a new game is going to be a hit? What are the most important elements to you in your creation process that you believe will make the title pop with players, standing out amidst such competition?
It’s a million-dollar question, but one we’ve been able to answer with increasing accuracy recently, making the development process much smoother. Presentation is one of the most important factors—features and visuals need to be not only attractive but also easy to understand. When executed well, this creates a solid foundation for innovation.
What is it about the Jolly Roger series that has gripped players so much? Thirteen years is a long time for a series to remain relevant among players!
The theme is timeless—pirates have a universal appeal, and many, myself included, are fascinated by their lore. The series has stayed fresh because we’ve introduced new player experiences in each sequel while remaining true to the essence of the original.
What makes Jolly Roger Wild Kraken stand out from its predecessors and current competitors?
This game stands out due to its popular features, like instant prizes, but what truly sets it apart is the Free Spins mode. Players battle a Kraken using cannonballs with multipliers, aiming for a final stage that offers a 100x multiplier. The clear and achievable goal makes it a thrilling experience.
It’s obviously early days with Jolly Roger Wild Kraken fresh in everyone’s minds, but are there any plans for a sequel or spin-off in the not-too-distant future? That’s something we expect from Play’n GO!
It’s safe to say we haven’t seen the last of Jolly Roger, but that’s all I can share for now!
Looking to the future, what other exciting new developments or major releases can players look forward to from Play’n GO? Be that a new market entry, feature, mechanic, or game!
In 2025, players can look forward to major sequels, expansions on recent features, and an overall boost in entertainment value. One exciting innovation is the Blitzways™ feature. The first game to include it, Legacy of Gems Blitzways, will launch at the end of January, and we’re eager to see how players respond. We also have another exciting announcement coming in January about a game type that’s brand new to Play’n GO- watch this space!
Before we conclude, what message would you like to send to the supporters and fans of Play’n GO who have been part of your journey so far?
A heartfelt thank you for being part of what we do! We’ll continue to prioritize your entertainment and ensure that Play’n GO remains your go-to choice for gaming fun.