Play’n Go Continues US Expansion With Connecticut License

Swedish slot developer Play’n Go has secured a license to offer its games in the Connecticut online casino market. It’s the fourth state for the company, whose US presence also encompasses NJ, MI, and WV. The company can now seek partnerships with one or both of Connecticut’s online gambling operators, neither of which is among its current clients. Play’n Go also says it hopes to increase the size of its catalog by releasing dozens of new titles in 2023.

The North American market continues to be a top priority for the company in 2023. Play’n Go Chief Commercial Officer Magnus Olsson said the Connecticut license is an essential step in the planned expansion:

Gaining further market access to US iGaming States has been an important goal for the company, so it’s fantastic to be able to add Connecticut to our US push.

Play’n Go could launch its first titles in Connecticut this month, depending on how quickly it signs a partnership deal. Its expansion has been rapid, as it entered the North American market less than one year ago.

The company made its North American debut in Ontario when that market opened in April 2022. From there, it entered the US with a New Jersey launch in September 2022. In December, the company established a presence in Michigan and West Virginia. Its products are also available in 25 other jurisdictions worldwide.

Play’n Go hasn’t yet announced plans for Pennsylvania, the last multi-operator iGaming state in which it doesn’t yet have a license. However, we expect news on that and additional casino partnerships later in the year.

Play’n Go Puts Focus On Retention With New Catalog

Pandora's Box of Evil is among Play'n Go's new releases for 2023.

Play’n Go aims to release 50 titles this year, focusing on player retention. According to Olson, retention is critical, especially in areas where marketing is expensive. He added:

Online gaming operators in the US are increasingly looking at retention strategies to mitigate against costly acquisition – especially in expensive media markets like the New Jersey, New York, and Connecticut tri-state area. Being able to bring Play’n Go games to Connecticut- the best content in the industry for retention – will be music to the ears of operators and their players.

To date, Play’n Go has released eight titles in 2023, putting it on track for fifty by the end of the year. These new offerings include:

  • Pandora’s Box of Evil
  • Colt Lightning
  • Game of Gladiators: Uprising
  • Invading Vegas

Play’n Go US Operator Partnerships Don’t Include Connecticut

Obtaining a Connecticut supplier license was only the first step for Play’n Go. It currently does not have a partnership in place with either of the two Connecticut online casinos. These are:

That means players in the state might have to wait to play the developer’s games.

To get its games to market, Play’n Go will need to work with at least one of the two. The most likely choice is DraftKings due to its presence in other markets. A deal with DraftKings would also expand Play’n Go’s client list in other states.

That said, DraftKings has been cutting costs in Connecticut to achieve profitability. Also, it already has one of the largest game portfolios and has invested in unique games it develops in-house.

Conversely, Mohegan Digital only operates one other US online casino in Pennsylvania. However, its Connecticut platform has FanDuel as a technology provider.

Though present in most online casino states, Play’n Go games are only available through two brands at the moment. Its New Jersey market debut was with PokerStars Casino. It later brought its games to a wider audience through a deal with market leader BetMGM Casino.

Play’n Go has more partnerships in place outside the US. Those include Kindred Group, which owns the Unibet Casino brand. As Kindred seeks to focus on the online casino vertical in the US, it could turn to Play’n Go to expand its game offerings to attract new players.

About the Author

Chav Vasilev

Chav Vasilev

After years of managing fast-casual restaurants, Chav turned his passion for sports and occasional slot wins into a career as an iGaming writer. Sharing his time between Europe and the US, he has been exposed to betting and gambling for years and has closely followed the growth in the US. Chav is a proponent of playing responsibly and playing only at legal online sites. When not writing, you will find him watching and betting on sports, especially soccer, or trying to land the next big bonus on a slot.
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