Strategic launch

Play'n GO expands Kindred partnership to include UK-facing 32Red brand

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iGaming content provider Play’n GO announced Thursday that it has expanded its partnership with Kindred Group to incorporate its titles into 32Red, a brand the gaming giant operates in the United Kingdom. 

In a press release, the provider noted that "the UK is a key strategic market for Play’n GO, which is active in more than 25 regulated jurisdictions worldwide, and landing another tier one operator marks an important milestone for the blockbuster studio."

Now 32Red’s players in the UK will be able to access an extensive selection of Play’n GO games, including flagship titles like Book of Dead as well as UK-facing titles like MegaDon, Boat Bonanza, and Shamrock Miner.

The provider explained that the 32Red launch also "builds upon a long and fruitful relationship between Kindred Group and Play’n GO, who have been close partners for many years across multiple regulated markets".

Anna Mackney, Regional Director UK at Play’n GO, said: "Partnering with 32Red is yet another major coup for Play’n GO, as we join forces with one of the UK’s powerhouse gaming brands."

"This is a strategic partnership between two forward-thinking and customer-focused businesses. We’ll be working together closely to make sure we deliver for players,” the Regional Director added.

For his part, Adam Newnham, Commercial Operations Manager at 32Red, commented: "We’ve seen the success other Kindred Group brands have enjoyed with Play’n GO over the years, so it became a priority for us to bring these classic titles to our players in the UK."

"With an exciting pipeline of content lined up for the coming months, we’re looking forward to providing more of the best of Play’n GO content to 32Red’s customers," he concluded.

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