Global iGaming company Play'n GO enters U.S. market via Michigan

July 19, 2022

Earlier this week on July 18, leading iGaming entertainment and mobile casino gaming developer Play’n GO announced its first business foray into the United States online casino market.

The business move will have Play’n GO to release its extensive collection of slot titles to debut within the regulated jurisdictions of Michigan as the state has given the company a license to operate. CEO Johan Törnqvist called the move a “landmark moment” for the company and deemed its business expansion “uniquely positioned to succeed in the US.”

“This is a landmark moment in the history of Play’n GO,” Törnqvist said. “We started by designing casino games specifically for mobile before the smartphone even existed, and now are breaking into America as the leading supplier to more than 25 regulated markets globally which is such a credit to everyone at Play’n GO. We believe we are uniquely positioned to succeed in the US.”

More on Play'n GO’s expansion in U.S.

Famous for some of its slot titles such as Rich Wilde and the Book of Dead, Reactoonz, Rise of Olympus, Legacy of Dead, and many more—Play’n GO’s move to the States is long overdue. The company is also known for captivating players in the regulated market of European countries and over 25 regulated markets globally.

“Our aim is to see Play’n GO games become as beloved in the US as they are in every other regulated market around the world. We know that each regulated market is different, and that this will take time in the US, but we are absolutely committed to expanding our footprint across the country,” Törnqvist added.

“We’ve become a leader in regulated markets by focusing on the player and creating games that entertain above everything else. We believe this gives us an edge in the US, but we’ll be taking nothing for granted and look forward to listening, learning and adapting so we can provide the very best casino entertainment to US players.”

Previous market expansion

Play’n GO has been actively expanding to other regions earlier this year. Aside from Michigan, the company had previously tapped into the gaming market in Ontario, a province located in the east-central region of Canada. The company announced the move in March or just a month away from Ontario’s decision to launch its legal iGaming market.

On the same occasion, Play’n GO chief commercial officer Magnus Olsson also revealed the company’s intention to expand its businesses to the U.S., calling Ontario “the first stage in Play’n Go’s North American entry.”

“Ontario is an important province representing some 40% of the population of Canada, and we look forward to players there enjoying our games,” Olsson said in March via iGaming Business’ Laura Gumbrell.

“However, Ontario represents just the first stage in Play’n Go’s North American entry strategy that will see our titles shortly be made available in selected regulated US state-level igaming jurisdictions for the very first time. With Ontario’s regulated market opening, followed by our entry into the USA, it’s set to be an exciting year for Play’n Go.”

Wolverine State is only the starting line for the Sweden-based company as its aiming to expand across the U.S.

Jake Williams
Jake Williams is a sports gambling expert. He's been writing in the sports betting and DFS industry for over a decade. He specializes in MLB and NBA, along with College Basketball and College Football.