Swedish game developer Play'n GO, on its 20th anniversary, has entered the physical casino sector for the first time through a partnership with Genting Group. Together, they launched BOOM Slots slot machines specifically designed for Genting's hotels, featuring 13 of Play'n GO's most successful games, including "Rich Wilde and the Book of Dead" and "Reactoonz". The collaboration began with a six-month trial at Genting World Casino Birmingham and has now expanded to over 30 Genting casinos across the UK, marking Play'n GO's strategic transformation from an online game provider to a full-channel supplier.
Background and Strategic Significance
On its 20th anniversary, Swedish game developer Play'n GO announced a partnership with Genting Group, marking its first foray into the physical casino sector. This collaboration signifies Play'n GO's strategic shift from a purely online game provider to a full-channel supplier.
The partnership introduced BOOM Slots slot machines, designed specifically for Genting Group's hotels, bringing Play'n GO's digital game content into the physical casino environment for the first time, offering players a new gaming experience.
Game Content and Product Features
The first batch of games includes 13 of Play'n GO's most successful studio works, including "Rich Wilde and the Book of Dead", "Reactoonz", "Honey Rush 100", and "Buildin' Bucks".
These games debuted in the physical casino environment, combining the popular content of online games with the experience of physical slot machines, providing players with familiar game mechanics and new interactive methods.
Deployment Plan and Implementation Progress
The collaboration began with a six-month trial phase at Genting World Casino Birmingham to test the performance of Play'n GO content in a physical environment. Following a successful trial, installation work is expanding to over 30 Genting casinos across the UK.
The deployment plan includes the UK's largest casino, Genting Stratford Casino in London. The first phase is expected to be completed by December, ensuring the smooth launch of the first batch of 13 games.
Market Positioning and Competitive Advantage
As one of the world's largest physical casino operators, Genting Group's exclusive launch of the game product represents an opportunity to stand out in a competitive market. The collaboration aims to provide a gaming experience unmatched by other casinos.
Genting Group's Product Director, Stuart Armstrong, stated, "Standing out in the competitive physical casino sector is crucial. Our newly exclusive BOOM slot machine products will bring a unique gaming experience to Genting Group."
Leadership Statements from Both Sides
Johan Törnqvist, CEO and co-founder of Play'n GO, said, "This is a historic day for Play'n GO and marks the ultimate realization of the shared vision between Genting and Play'n GO—to bring the highest quality online casino content and features to casinos worldwide."
He added that the company's mission is "to create innovative and fun gaming experiences around the world," and this collaboration expands the definition of "around the world" to include physical casino domains.
Test Results and Market Response
Genting Group expressed full confidence in the product, noting that the games were highly attractive to players during the Birmingham trial period. Tests showed that Play'n GO's highly acclaimed online casino content is also very appealing to physical casino players.
Armstrong emphasized, "During the trial period, we found that Play'n GO's online casino content is also very appealing to physical casino players, and we are eager to promote this product to all casinos in the UK as soon as possible."
Company Development and Strategic Transformation
Founded in the early 21st century, Play'n GO initially focused on mobile games before the rise of smartphones and has now become one of the most renowned brands in the iGaming field. The company's product portfolio currently covers over 400 high-quality games, spanning more than 35 regulated jurisdictions worldwide.
Entering the physical casino sector highlights the company's determination to expand beyond online channels, aiming to consolidate its reputation and market position as a true full-channel supplier.
Ongoing Development of Online Products
While expanding into physical business with Genting, Play'n GO continues to strengthen its online products. On October 2, the company released the latest work in the "Death" series, "Fate of Dead Blitzways".
This slot game, themed around ancient Egypt, introduces cascading reels, evolving wild mechanics, and sticky wilds during free spin rounds, blending familiar imagery with new game mechanics.
Industry Impact and Future Outlook
This collaboration marks a new trend in the integration of online and offline in the gaming industry, with the expansion of digital game content into physical environments providing players with a more coherent entertainment experience. The partnership model may serve as a reference for other game developers and operators.
With the completion of the first phase of deployment and subsequent expansions, Play'n GO and Genting Group will jointly assess market feedback, potentially further adjusting and optimizing the product portfolio and deployment strategy.
