Play’n Go Expands to Land-Based Casinos in Partnership With Genting

Play’n Go has gone fully live with land-based casino games for the first time, partnering with Genting Casino locations across the UK.

Play’n Go has previously been an online-only supplier, but will now offer its games at more than 30 of Genting’s casino properties across the UK, including Genting Stratford in London, which hosts the largest casino floor in the UK. This follows a trial period which lasted more than six months at Genting’s Resorts World Casino in Birmingham.

A total of 13 Play’n Go titles will be available to players via Boom Slots, a new cabinet developed by Play’n Go for the partnership. The games list includes a selection of Play’n Go’s existing games which have previously been used in the online format, including Rich Wilde and the Book of Dead, Reactoonz, Honey Rush 100 and Buildin’ Bucks. The full rollout is scheduled to complete in December.

New regulations

This comes after the UK government amended the Gambling Act 2005 to allow holders of a converted casino premises licence to offer up to 80 gaming machines (including Category B machines, which slots fall under). This was a significant increase from the maximum 20 allowed in the previous legislation.

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Opportunity to go global

Johan Tornqvist, Play’n Go CEO and Co-Founder, hinted at plans for Play’n Go to become an established land-based supplier across the globe.

Tornqvist said: “This is a historic day for Play’n Go and the culmination of a vision that both Genting and Play’n Go share – to bring the best of online casino content and features to casino floors worldwide.

“The vision for our new land-based business is distinctly Play’n Go flavoured – ambitious, innovative, and meticulously planned to meet the business challenges and opportunities of the future. We think there is an opportunity for tens of thousands of cabinets featuring Play’n Go content globally.”

Stuart Armstrong, Genting’s Product Director, said: “Differentiation in a crowded land-based casino sector is vital. The launch of our new and exclusive Boom slots product gives Genting a compelling gaming experience that no other casino can offer.

“We know from our trial period that Play’n Go’s well known online casino content is attractive to players in land-based spaces too and we can’t wait to roll this out to all of our UK properties soon.”

Why is Play’n Go making this move?

With regulations allowing for four times as many gaming machines in casinos as there were previously, this is an opportune moment for Play’n Go to enter the land-based market in the UK. It is also worth noting that since April 9 this year, stakes on online slots have been capped at £5, as a result of the Gambling White Paper.

With this in mind, it makes sense that Play’n Go could try and make up for the shortfall in revenue the online stake cap will cause.

With Tornqvist commenting about the opportunity to expand globally, it is very likely we will see further land-based casino partnerships being announced by Play’n Go. However, it would also be likely that it would take some time for Play’n Go to be able to compete with the likes of IGT, Novomatic and Merkur Gaming on a global scale.