hy has Play’n GO chosen this moment to make a big push in Latin America? Which Latin American countries are you especially interested in at this stage of your expansion in the region and why?
Latin America has always been a market that we’ve kept a close eye on over the past few years from both a land-based and online gaming perspective. Of course, it’s a highly varied marketplace, but the regulatory status of many of the countries in the region are rapidly changing, making it all the more attractive to operators.
Over the course of the past 12 months we’ve made a concerted effort from a product development perspective to produce localized games that appeal to Latin American players. Titles such as Samba Carnival and Aztec Princess have already proved hugely popular and are just the beginning for Play’n GO’s ambitions in Latin America, with further games to come before the end of the year.
You were appointed Sales and Accounts Manager for South America in May this year. What does this new role mean to you? What do you think your experience to date can bring to a company like Play’n GO at this stage of your career?
Play’n GO is known throughout the global gaming industry as a provider of premium products and services, and it’s truly an honour for me to join them at such an important time for the business.
We are an ambitious company which has expanded rapidly in the past few years, doubling our overall headcount in offices in Sweden, Malta and the Philippines. Play’n GO’s new product suite appeals directly to the Latin American marketplace, and combined with my wealth of experience in the region, should form a perfect platform for the company to grow exponentially in this exciting market.
How would you describe the Latin American player?
With such varied cultures and languages throughout the Americas, it’s unwise to make a broad brush stroke when describing players. However, it’s clear to me that Latin American players are very loyal to brands and games they trust, which stems from a mutual relationship built on respect. Producing titles which burn players’ fingers quickly are not likely to be successful in Latin America.
Like elsewhere in the global marketplace, the types of games popular in Latin American can and do vary from country to country. One of my first tasks in my new role will be to launch our new VideoBingo title, which is particularly exciting as this type of game is already hugely popular in markets such as Brazil and Mexico.
One of the advantages Play’n GO has over our competitors is our vast experience with land-based operators. We don’t have to sit on the side-lines and wait for online gaming regulations to come into law to enter many of the countries in the Americas, and we’ve already built up a solid portfolio of agreements that has seen players enjoying our titles in land-based environments for some time now.
"Our land-based strategy in the region has certainly started to bear fruit in countries that either do not yet have online gaming legislation in place, or where technological challenges mean players are less likely to interact with our titles through a phone, tablet, or computer"
Play'n GO is well known for its online and mobile solutions. Bearing in mind the internet penetration rates of the region, in addition to the various mobile payment models, some companies have found it difficult to operate in Latin America. How do you plan to get around these barriers?
We are very sensitive to the differences each market can bring in terms of mobile technology and internet penetration. Our development teams already design each of our games to play brilliantly on any device, and in any format.
Our land-based strategy in the region has certainly started to bear fruit in countries that either do not yet have online gaming legislation in place, or where technological challenges mean players are less likely to interact with our titles through a phone, tablet, or computer.
We don’t see these issues as a barrier to crash through, rather we take a holistic approach to development and will work with individual marketplaces and their operators to produce the most compelling, premium content that is as accessible to players as possible.
Land-based activity forms an integral part of Play’n GO’s strategy for this year. What products are you offering in this sector and why should Latin American operators look closely at this opportunity?
While various Latin American governments grapple with the challenges of instituting online gaming legislation for the first time, the land-based sector is thriving. Operators who are waiting for those regulations to be put in place may find themselves with a lot of ground to make up against those who grasp the huge land-based opportunity now.
Our premium land-based products can be tailor made for clients, adhere to all local legislation, and are made to the same premium standard as our award-winning mobile games. Bespoke games can be particularly effective, especially when tied to a major event of local interest, such as the Copa America football tournament or the Olympics in Rio de Janiero.
With over 100 first class games available to land-based operators in Latin America by the end of the year, I’m confident that Play’n GO’s proposition will be hard to beat. It’s an incredibly exciting time in Latin America and I can’t wait to get started in my new role.
Learn more about Play'n GO.