Playson participated in ICE Barcelona 2025. What were the key highlights for the company during the trade-show?
Despite the new location, our objective for ICE 2025 remained the same – to showcase our commitment to delivering more to partners and their players worldwide. The summit coincided with our January release of 3 Luxor Pots: Hold and Win and so posed the perfect opportunity for us to highlight its dynamic bonus game and range of thrilling features that have worked to further elevate our game portfolio. Checking in with our partners allowed us to establish how we can continue catering for their needs throughout the year and once all key points had been addressed, enjoy a casual catch up in a more relaxed environment.
As Chief Commercial Officer, what are your key priorities for the company in 2025?
Strengthening our Latin American footprint stands out as a key priority and we look forward to building on recent entries into Brazil and Peru, as well as further cementing our market presence in established markets. A crucial way of executing this will be through the continued development of our game’s portfolio, maintaining the introduction of new mechanics and increasing player engagement with feature-rich content that elevates our top-performing Hold and Win and Hit the Bonus series, as we have seen with 3 Luxor Pots: Hold and Win. Tailored promotional tools and the development of strategic insights and solutions will also allow us to enrich our partnerships with operators globally and offer better entertainment, more innovation and ultimately, increased value.
Playson is known for its engaging game mechanics and aesthetics. How do you strike the right balance between data-driven game development and creative innovation?
While meticulous player analysis and research into market trends help ensure our games portfolio resonates with diverse audiences, a huge amount of creative freedom is given to our game designers, who are rich in experience. Time is allocated to ensure various mechanics and themes are tried and tested, ensuring each game release brings fresh excitement. Enhancing familiar mechanics like Hold and Win with twists such as Hit the Bonus, for example, allows us to blend data insights with engaging gameplay organically developed by our designers.
With the recent partnerships in Canada and Brazil, Playson has been rapidly expanding its presence in key regulated markets. What factors have driven this global growth, and how do you prioritize new market entries?
Playson’s global expansion is driven by a strategic approach to regulated markets. We closely monitor developing regulations and proactively secure licenses, ensuring full compliance before entering new jurisdictions. Outside of regulatory expansion, factors such as technological innovation, increased mobile iGaming trends and shifting perceptions of iGaming, with the industry increasingly being viewed as a form of entertainment rather than solely gambling, has paved the way for us to expand our regulated presence and solidify our global brand.
Your collaboration with Light & Wonder significantly expands your reach. How do you see this partnership shaping Playson’s future?
Light & Wonder’s extensive operator network allows us to bring our high-performing titles to a broader audience, increasing our market presence in crucial regions like North America and Latin America. Aligning with globally recognised gaming leaders reinforces Playson’s reputation as a highly sought-after provider to operators globally, and with the increased demand for our content, allows us to broaden our financial and geographical targets for 2025 and beyond.
Latin America has been a hot topic in iGaming. How does Playson plan to maximise its potential in this region?
Our ever increasing presence across Latin America has been driven through carefully aligned partnerships with some of the region’s biggest names, such as Entain, Brazino, Betano, Superbet, Estrelabet, Novibet. We have developed a reputation for delivering immersive gaming experiences complemented by feature-first mechanics, and our portfolio of more than 85 slot games tested and certified for the regulated territories in which we operate, has instilled trust in our brand.
Newly regulated markets across Latin America with mass populations have naturally led to an overwhelming demand for captivating, localised iGaming content. Operators will profit from scaling their platforms in order to handle rising user demands as traditional servers can struggle to cope with fluctuating load, especially when sudden traffic spikes occur. Our xPlatform addresses this by offering modular, scalable architecture that ensures seamless compliance and integration across the entire region.