iGaming Pioneer Play’n GO Celebrates Journey To Industry Success

The Play’n GO studio has been a leading gaming provider making waves in the industry for years. Founded in 2005, the company has grown to become one of the world’s most respected and successful providers of online casino games.

However, the journey to industry dominance for Play’n GO has been a long and winding road. In the early days, the company was one of the first to identify and capitalise on the ‘on the go’ gaming market, tailoring its products to appeal to mobile gamers.

In hindsight, evaluating this as an astute business decision is easy, as the mobile market is now huge and ever-expanding. However, this pivot to a different platform at the time represented a significant risk, as desktop users dominated the digital gaming market.

Chief Executive and co-founder of Play’n GO, Johan Törnqvist

Indeed, according to Chief Executive and co-founder of Play’n GO, Johan Törnqvist, “It was a bold move that paid off, but at the time, it wasn’t as easy a choice as it looks today. It has, however, helped us develop many of our future games and was a key learning curve for us as a business.”

As we know now, following the explosion of mobile phone ownership (helped by the development of the iPhone), this proved to be a very lucrative move and cemented Play’ n GO as a chief innovator in the industry.

However, according to Törnqvist, the company has always delineated itself from its competition by thinking “outside the box.” Yet, this company’s success isn’t just built on its innovative approach to capturing its audience’s attention. Another key has been over-delivering in terms of playing experience.

According to Törnqvist, Play’n GO’s games “deliver results for our partners year after year, and players keep coming back because they love the experience.” Delivering products that look and feel high-quality and emphasising the gamer’s enjoyment has made all the difference when creating popular games in the market.

“No one was thinking that these games actually needed to be entertaining,” Törnqvist says. “It gave us the opportunity to focus on the craft and establish ourselves as the studio behind some of the most popular casino entertainment titles in the world.”

“We believe that if we don’t deliver high-quality games that give these players the experience they’ve come to expect, they’ll go elsewhere.”
“That might be to titles from other studios, or it might be away from online casinos in general. There’s no shortage of competition when it comes to grabbing the limited time and budgets of customers, so it is never something we can take for granted.”

Player feedback, he adds, is an essential part of the process. “Before we became game makers, we were game lovers. That’s important. We’ve never looked at online casino games as an opportunity; we wanted to build the type of games we love to play.”

Play’n GO identity

Also playing a significant role in the business’s success has been the brand’s bold and vibrant branding. Anything produced by or associated with Play’n GO is usually easy to recognise, thanks to the bursting vivacity of its appearance. Indeed, this full-on impression makes Play’n GO’s products stand out and gives them a recognisable brand to which players know and respond.

This combination of innovation, high-quality products and fantastic branding has made Play’n GO the industry giant it is today. These factors are why it continues to spread its influence across the globe, devouring more markets each year and why it commands one of the most fiercely loyal audiences.

Perhaps if there is anything for other platforms to learn from the Play’n GO story, it is to put the player’s experience first when designing games and consider its profit margins second.