International edition
September 25, 2021

Exclusive interview with Robert Skogh, Business Development Director, Play’n GO

“We're determined to be more visible in Latin America”

“We're determined to be more visible in Latin America”
Robert Skogh spills the beans on Play'n GO expansion plans, ahead of the company's participation in 2016 FADJA Colombia. “Colombia will certainly still be a very attractive place for Play’n GO regardless of regulatory changes in Brazil,” he said.
Colombia | 04/04/2016

Robert Skogh spills the beans on Play'n GO expansion plans, ahead of the company's participation in 2016 FADJA Colombia. “Colombia will certainly still be a very attractive place for Play’n GO regardless of regulatory changes in Brazil,” he said.

I

s this your first time attending FADJA? What do you expect to see at this year's show?

This is our first time attending FADJA and we’re really excited to be visiting. One of Play’n GO’s goals for 2016 was to really make a splash in new markets, and we’re determined to be more and more visible on the ground in Latin America.

Latin America is very important for Play’n GO, and FADJA is a fantastic opportunity to meet old friends and new faces. We would welcome the chance to speak to any operators who are looking for a new, tailored content to stimulate their players.

Colombia is an attractive market as it has a very sound regulatory structure in place, and is not too heavily-taxed. FADJA provides the chance to really get under the skin of the country, but we won’t be stopping there. We will also be looking at opportunities to visit other countries too, such as Peru, and are very interested in the developments in the Brazilian market.

We have a proven track record in Europe and other parts of the world and feel like we can make a big impact in Latin America too.

"I think more and more countries in Latin America are going to look at online gaming in the next few years"

What business opportunities does Colombia and the wider LatAm region present?

We think there is a great opportunity in Latin America for companies like Play’n GO, who supply very good quality games that are proven performers in other markets.

Furthermore, our solid and independent e-gaming platform –Game Account Toolkit (GAT) – which has a complete and comprehensive back-office, will give operators a unique foundation to tailor their offerings. Play’n GO can ensure that its clients are equipped with superior back-office administration tools for surveillance and marketing, in addition to premium gaming content. This is a vital tool for operators of all sizes, but especially those who are growing quickly but may not have the in-house capacity to fully service their growing clientele.

Previously, there have been issues around regulation and payments in Latin America, but these are being overcome and our experience at making the most of opportunities in different regulatory environments around the world is a major advantage for us.

I think more and more countries in Latin America are going to look at online gaming in the next few years, which is why it’s important for Play’n GO to talk to established land-based operators or those looking to start new ventures in regulating as well as regulated countries. It’s a tremendously exciting time.

"Bogota was a great choice to host this year’s FADJA as the Colombian market is developing rapidly and, in many respects, showing the rest of Latin America the way towards a more regulated and robust business environment"

How's your company positioned in LatAm? What are your best performing products or lines in Colombia and the wider region?

We’re having conversations with operators in Latin America all the time, and have a number of deals in the pipeline. Many of our games, including Aztec Princess and the brand new Samba Carnival, have themes with which audiences will be very familiar. We also have all the default languages in place already too, including Espanol, Castellano, Portuguese, and Brazilian Portuguese.

Localisation is something that we at Play’n GO pride ourselves on. We have a long history of producing bespoke games for operators that gives them something unique to offer to their players. We’d love to work on more Latin American specific projects in the future. Outside of bespoke projects, we have a very varied portfolio of games which have absorbing features and very varied maths models, which ensure there’s something for everyone.

As mobile penetration increases across the various Latin American markets, players are going to be able to enjoy a richer, more immersive experience thanks to our HTML5 game design. All our games are delivered with full support for iOS as well as Android and Windows Phone OS.

Both operators and gaming companies see Colombia as one of Latin America's ripest markets for investment, due to its stability and growth. But over the past days, several operators have shown concerns about the possible legalisation of gambling in Brazil. Will there still be business potential in Colombia if Brazil finally legalises gambling?

We don’t see developments in Brazil and Colombia as mutually exclusive; Colombia will certainly still be a very attractive place for Play’n GO regardless of regulatory changes in Brazil. There are a number of operators closely watching developments in Brazil, but we are in a good place to do business across a number of Latin American markets.

We offer a truly multi-channel approach, which includes the simultaneous release of games across multiple channels and operating systems. Our games are very suitable for land-based environments, as well as online, and we regularly provide them for machine-based gaming.

Mobile gaming in Latin America may not be in the same place as Europe at the moment, but it is catching up very quickly and, like elsewhere, it’s increasingly important for players to be able to play their favourite games on different devices and different environments depending on where they find themselves. Play’n GO is all about creating great entertainment consistently by delivering a player-centric approach.

How would you assess the current state of online gambling in Colombia? When will we see full adoption of this activity throughout Latin America?

Bogota was a great choice to host this year’s FADJA as the Colombian market is developing rapidly and, in many respects, showing the rest of Latin America the way towards a more regulated and robust business environment.

There are many countries moving quickly in the same direction however, like Peru, Argentina and yes, Brazil. I don’t think we’re too far away from the rest of Latin American adopting the successful model of online gambling that Colombia has shown can work for everyone. It’s a great time for the region and the wealth of exhibitors and visitors to FADJA this year proves that.

Are you undertaking any new projects in the region you'd like to share with our readers?

We have a long history of supplying games in diverse markets and think we’re are poised to make a big splash in Latin American.

We currently provide machine-based content for operators in the regulated Philippines, and have previously supplied the state lottery in Norway, Norsk Tipping. Most operators take our gaming content as part of an online and mobile solution at the moment, but we’d very much describe ourselves as an omni-channel supplier.

Particularly important in Latin America, electronic gaming machines are part of our strategy in 2016 and we’d welcome the opportunity to speak to operators about their requirements in this field.

Additionally, our Game Account Toolkit (GAT) offers operators a great deal of flexibility as it is built using modular and open architecture. That allows for seamless integration of any third party products, allowing casino brands to pick and choose the best content rather than being tied to one particular supplier. A lot of European companies are moving to that model and their counterparts in newly-regulating Latin American countries have the opportunity to enjoy greater independence and provide their customers greater choice.

With GAT an operator can truly tailor their offerings to the full extent and enjoy the freedom of choice to select what game providers and payment solution to integrate with, and take full advantage of the advanced seamless bonusing tools and achievement engine that are part of GAT as a standard. Latin America is a very important market for Play’n GO and you can be sure that we’ll be more and more visible on the ground throughout the year ahead.

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