Playson‘s Lars Kollind shares insights on iGaming. Business Development Manager of leading game developer, Playson recently shared his insights on the iGaming industry with global media publication company, FortuneZ. Lars has deep expertise in marketing and its constituent parts, which he has leveraged for the development of established mature businesses, currently as Business Development Manager at Playson, and previously as Head Of B2B at Global Gaming, Global Sales Director for Aspire Global and CEO & Founder of Kollind Consulting.
Do you think implementing the use of cryptocurrencies into iGaming is a good idea?
Any tool that can diversify your portfolio, help acquire new customers, and be implemented with full compliance is worthy of attention. Now more than ever, operators need to provide a holistic offering.
That means going beyond just a diverse suite of entertainment options – in such a crowded market, innovative payment methods such as cryptocurrencies must be considered as well. All Playson games are created with seamless multi-currency integration options, within a comprehensive package that is fully customisable for operator partners.
How can entrepreneurs in this industry ensure sustainability and success?
From a supplier’s perspective, it’s essential to let potential customers know what makes your offering stand out. In a commercial environment as competitive as today’s slot market, nothing less will do. The seemingly unlimited stream of new content now produced by our industry means that, for providers in particular, there is no substitute for hard work and innovation.
What advice would you give to traditional gaming businesses that are currently struggling due to this pandemic?
Now more than ever, versatility is crucial. A host of sports betting enthusiasts turned to the casino sector for alternative forms of entertainment during the hiatus on live fixtures. With Europe’s top leagues now returning to our screens, an outstanding product offering will be needed to retain them.
To help operators attract and retain these newly migrated players, suppliers must be both agile and flexible. Our portfolio can be easily integrated, and Playson’s partners can go live with our games within a week of signing a contract. The efficiency of this approach ensures that our clients can swiftly adapt to the challenging circumstances.
What are Playson’s upcoming plans?
We’ve unveiled an impressive array of product launches and commercial partnerships, but our fans can rest assured that there is plenty more to look forward to.
We’re currently working on expanding our suite of promotional tools, with plenty of exciting new games also in the pipeline. Our smash hit Funky Fruits series will be further extended, as will our Timeless Fruits Slots portfolio, a perennial player-favourite. Two of our most popular titles, Solar Queen and Solar Temple, have continued to perform impressively across a range of regulated markets, thus in the near future our fans should expect more variations of these engaging mechanics.
We recently launched with one of Denmark’s foremost operators in 25syv, shortly before announcing an agreement with Megalotto, with whom we will go live across a range of Northern European territories. Providing a high-quality offering with strong visual appeal is essential to success in the region, so we have no doubt that Playson’s content will be well received.
How is Playson running its business now during the pandemic? Is there anything done differently?
It’s been a busy period here at Playson. The safety of employees always comes first, so we were quick to institute a remote working policy across the board.
Our output, however, has only increased, and the recent pause on sporting fixtures encouraged us to go the extra mile to equip operator partners with diverse revenue streams. As newly migrated sports bettors start to enjoy the return of live action, it’s paramount to provide a product suite that can help casinos retain them.
That’s why the team has worked tirelessly to continue diversifying our portfolio, adding new promotional tools and mechanics to the existing Playson features that players know and love.
For someone in your position, what would you say is most challenging in this industry?
Competition is rife in the current igaming market, and today’s players are increasingly discerning. The new generation of gamblers is more demanding than ever before, so attracting them requires an offering that genuinely stands out. In practice, that means our industry has to take gamification to the next level. A more personalised user interaction, coupled with the kind of immersive entertainment experiences you see in the videogame industry, will be key to success in the future.
