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Playnetic: commitment to consistency

By - 14 януари 2025 г.

Playnetic’s debut year has been a whirlwind of growth and progress. CEO Dan Phillips explains how the company’s technological backbone will continue to evolve to deliver high-quality games from its three in-house studios at scale.

A year on from debuting at ICE 2024, how do you reflect on Playnetic’s first year of official operations?

It’s been incredibly exciting and fast-paced. We’ve grown by around 100 people this year., This includes big hires from the likes of Light & Wonder, Play’n GO, William Hill and Rank so we now have a really nice balance of B2B veterans such as myself and B2C guys who live and breathe what operators, and players, want.

We’ve made great progress in building the Playnetic brand, which has been a core focus over the past 12 months. When speaking to potential partners, I no longer have to explain who we are and what we do, so that work is definitely paying off.

The technology that powers Playnetic continues to be enhanced and developed, and we’ve delivered some epic games from our three in-house studios. By having the right technology in place, we can consistently deliver quality games at scale, ensuring we meet the needs of all our partners.

This has all been quite the challenge, but we’ve set up all our team functions to support this and to ensure we keep quality, reliability and top-level service at the forefront of what we do.

At iGB Live, Julian Borg-Barthet, Playnetic’s Chief Commercial Officer, spoke to G3 Media about the importance of delivering games on time, every time to clients. Is this a core tenet of the Playnetic brand?

Absolutely. We know we have great games, but so do our rivals. This makes differentiation difficult and is why we stand out through other areas such as consistency of delivery, quality of product, ease of integration and straightforward commercial agreements and contracts. These might sound like the basics, but not all studios can always offer them.

We continue to put the foundations in place to deliver what we promise on time, every time, and see this as a major USP for Playnetic. Of course, this means being agile and adaptable to the ever-evolving demands of the market, our partners and players, which is another strand of our DNA.

What plans are in place to continue meeting this commitment for timely delivery as the business scales? How will the workload be divided between Playnetic’s in-house studios?

This is why we have three studios as it allows us to strike the right balance between quality and quantity. The studios are empowered to ensure there is a good mix of focus on innovation with a focussed output of quantity, as well as ensuring other studios are set up to meet the quality and quantity at a faster pace to meet our partner demands, this means when running at max capacity, we can produce up to ten games per month.

While each of these studios has its own area of focus and cadence of development, they are all committed to creating immersive entertainment experiences for players. Each studio works closely with our data and analytics teams to understand market trends and opportunities to ensure this is reflected in our product roadmap and ultimately the games that are launched.

As we continue to scale, we have the flexibility to add more studios through our agile recruitment process across any geography as we are a fully remote organisation, allowing us to keep our promises and strengthen our USPs without compromising our core values.

How is a partnership with Playnetic different from other game suppliers in the iGaming industry?

Communication and cooperation. Our studios provide operators with the right games for the right market, so they suit their player base. We take a strategic approach, offering games in packs depending on factors such as size of the operator, markets and player preferences. Each operator is different, so we take a deeply personalised approach to the partnership and the games we deliver to them.

We also provide full intel and data for each game, as well as marketing packs ahead of launch so that it allows operators the time to plan and get creative with how they promote our games to players. This makes working with Playnetic a true collaboration built on a foundation of quality, reliability and consistency.

How will Playnetic look to build awareness of the brand in 2025? Will the company be attending more exhibitions?

We’ll be going big at the trade shows with people on the ground to meet with delegates and showcase our growing portfolio of games. ICE Barcelona is first up in 2025, and we will have a larger presence with a packed stand and where we will launch multiple new game titles.

The highlight game being Moonlight Guardian which will feature on our popular tournament zone. We are also ramping up our hospitality on our stand with ‘Playnetic Cocktails’ on Monday at 4pm until 7pm, adding some extra ‘bites’ so to speak!

We pride ourselves on our hospitality at shows, so we encourage our partners and industry colleagues to join us for a speciality coffee, beer and much more at our open bar. There’s no better way of strengthening relationships – and building brand value – than meeting with customers face to face.

We’ll be combining this bigger presence at events with B2B PR campaigns, increased social media activity and the occasional marketing initiative. The key for us is to continue our momentum with our partners that truly strengthen our brand proposition.

On the back of securing licences in both Sweden and Romania, Playnetic recently received a recognition notice from the Malta Gaming Authority. What was the rationale for targeting these three licences first?

It comes down to a couple of factors, really. This includes operator demand, the size and scope of the market and the certification process.

New studios need to be able to get their games to market without delay and in Sweden, Romania and Malta, the process is robust while still allowing for timely market entry. With these licences under our belt, we are now focusing on securing approvals in other regulated markets.

What additional licences is Playnetic actively pursuing?

We will be certifying our products in key European markets with a roadmap of local licences that covers the likes of Denmark, Italy, the Netherlands and Greece among others. We are also interested in Canada and South America but will be focusing on these jurisdictions in the second half of 2025 as we continue to establish ourselves in Europe.

Playnetic launched a range of new game titles including Patrick vs Joker and Medusa’s Fury at SBC Summit Lisbon. Have any title hit a performance level that significantly outstrips others in the portfolio?

Those games are doing well despite having only been live for a handful of months. Max Catch, Nefertiti’s Ring, Miners are Wild and Pop the Bank launched at ICE and have also been well received by our partners and their players.

It takes time for a studio – and a game – to reach hero status and that’s why we are more focused on adding games to our portfolio and ensuring that we have a nice balance of games across our library. Studios need to be careful of one-hit wonders – they are nice to have but long-term, sustainable success requires more than one top performing title.

Are there any slot trends from 2024 Playnetic is implementing into its development roadmap?

This is where our data and analytics teams come into their own. They do a great job of identifying trends and feeding this back to our studios and development teams – this covers everything from themes to mechanics.

We also welcome feedback from players and partners, ensuring this also influences and guides our product roadmap. We have some exciting things coming in 2025 and will be able to talk more about them throughout 2025, watch this space.

What new products will Playnetic be presenting at ICE Barcelona?

We have a number of new game titles set to launch at ICE, including Moonlight Guardian which has the hallmarks of a truly great game. These games will catapult Playnetic from rising star to power player and will allow us to further demonstrate our core values of quality, reliability and consistency.

So, make sure to drop by stand 2L56 and take it for a spin and join us for those cocktails from 4pm.

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