## Behind the Scenes: Play’n GO – iGB
Discover more about Play’n GO’s business and artistic objectives following their partnership with the doom metal group Candlemass.
**Behind the Scenes: Play’n GO**
Play’n GO’s recent collaboration with the doom metal band Candlemass provides us with an opportunity to delve deeper into the provider’s commercial and creative aspirations. iGB Associate Editor Hannah Gannagé-Stewart journeyed to their new Malta office to uncover more.
Doom metal might not be the first genre that comes to mind when you think of slot games, but a peculiar alliance is emerging between the two. iGaming Business visited Play’n Go’s new headquarters in Malta in June.
While NetEnt has previously utilized music from Motorhead, Jimi Hendrix, and Guns’n Roses to create music-themed slots, Play’n Go has taken the music brand concept to a new level by working directly with Swedish metal band Candlemass.
The band, a pioneering force in the late 70s doom metal scene, alongside UK rockers Black Sabbath, crafted a complete soundtrack for Play’n Go’s House of Doom slot. They lent their brand to the game and were integrated into the visual and aesthetic of the final product.
A self-titled EP has been released, promoting the collaboration among fans and metal media outlets. A 9-minute vinyl version, featuring vocals by Ghost’s “Papa” lead singer Tobias Forge, is available exclusively through the game.
This is a bold partnership, Play’n Go CEO Johan Törnqvist stated, adding that if the provider pursued the traditional IP path, it would be “rather restricted.” “We sensed we desired to do something distinct,” he explained. “Something with more artistic liberty, and certainly more band involvement, and here we have an exceptional partnership.”
Play’n Go is no stranger to branded games, the provider has previously secured IP agreements for games showcasing the renowned Scandinavian TV troll Hugo, but Doom’s House was imagined as a genuine collaboration. “Being with the band, feeling the themes and the music, being in their studio, having our producers work closely with the band, it’s been an extraordinary journey. That’s what generates the creativity and entertainment value that we believe this partnership can achieve,” Törnqvist added.
The band’s songwriter and bassist Leif Edling acknowledged that he was reluctant about a creative collaboration with an iGaming company when the concept was initially presented, but the fan response has astonished him.
“It’s a good concept to base it on Candlemass, for me, as a songwriter and a new promotional tool, it’s intriguing because we’re preparing to create another album,” Edling said. “I’m very interested in how to promote things when it’s not the 70s or 80s anymore, and record companies don’t have marketing funds. I view it from that perspective.”
Tornqvist is tight-lipped regarding other musical groups that might work together with vendors in the future, but he’s clear about the enchantment in these partnerships.
“If you have a fantastic band, fantastic music, and truly desire to collaborate, that’s where you have the enchantment,” he stated. “It doesn’t have to be the most recent hit, it’s about the magic between the individuals who create it.”
On the Charts
Increased investment in goods, coupled with a growing emphasis on mobile products, signifies Play’n Go is experiencing significant growth after 13 years in the market. “We’re investing heavily in personnel, in offices, we’re expanding almost everywhere we are today. I don’t believe we’ll be opening new offices in new locations,
but we will definitely be expanding our existing offices,” he stated.
Human Resources Business Partner, Leanne Mifsud, is a key figure in this growth, and she says that hiring the right individuals at the right moment is key to successfully managing this expansion. “We’re growing rapidly, but at a moderate pace. We always have openings, but we’re gradually expanding the team,” she stated.
“We don’t hire 20 people at once. We add them bit by bit, train them in that team, and then we move on.”
Over the past few years, the customer pool has expanded considerably, and Lena Yasir’s global account management group has welcomed a large number of new individuals, increasing from a team of four two years ago to a team of fourteen today.
To accommodate the expanding customer requirements, she recently restructured the group to ensure that clients receive the same level of service as when the company was smaller. “We now have various tiers of account managers, including senior account managers, who typically manage three clients, which are our main key accounts,” she explained.
“Then we have key account managers, who manage three to five clients, and account managers, who each manage up to ten clients. This way, each account manager has sufficient time to serve each client.”
New territories
As part of this growth, Play’n Go is setting its sights on new markets. The company is actively expanding into Latin America, signing a content agreement with Logrand Entertainment Group in Mexico earlier this year. “We believe there is a significant opportunity there, particularly with our omnichannel offering and online business,” Törnqvist said.
Omnichannel is another area where Play’n Go sees itself making a difference in the future. Törnqvist said the company has been successful in bridging the gap between land-based and online. “We are trying to break new ground, create something that doesn’t exist today, and that’s our omnichannel offering,” he said.
Were utilizing cutting-edge online tech to make our games available on all devices, whether you’re playing online or in a brick-and-mortar gambling establishment. We aim to provide the same top-notch experience everywhere.
He believes Play’n Go will continue to release a large number of games annually, but the emphasis will be on quality and enjoyment. He mentioned their recent partnership with the band Candlemass and hinted that we might see more collaborations like this in the future. He added, “We can certainly create more game series and truly listen to what players desire – we see this as a massive opportunity for the future.”
Sweden, where Play’n Go is headquartered, is preparing to regulate its gambling industry. Törnqvist is pleased with the new regulations because they will bring clarity and hopefully make the transition seamless, as they are likely to be similar to the UK and Danish models. “This will aid with marketing,” he stated, adding that the Swedish government’s efforts to combat gambling addiction “are a significant step in the right direction.”
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