Play’n GO, the Swedish developer celebrating its 20th anniversary, has entered the land-based casino sector for the first time in its history through a collaboration with Genting. The deal introduces BOOM Slots, a cabinet designed exclusively for Genting properties, which debuts with 13 of the studio’s most successful titles. Games such as Rich Wilde and the Book of Dead, Reactoonz, Honey Rush 100, and Buildin’ Bucks are among those making their first appearance on casino floors.

Genting Partnership Brings BOOM Slots to the UK

The rollout began with a trial period at Resorts World Casino in Birmingham, where Play’n GO’s content has been on offer for more than six months. Following the test phase, installations are now expanding to over 30 Genting casinos across the United Kingdom, including Genting Stratford in London, the country’s largest casino. Completion of the first stage, featuring the initial 13 titles, is expected by December.

For Genting, one of the world’s largest land-based operators with venues stretching from Las Vegas to Malaysia, the exclusive launch represents an opportunity to differentiate in a crowded market. Stuart Armstrong, Product Director at Genting, said in the company’s press release: “Differentiation in a crowded land-based casino sector is vital. The launch of our new and exclusive BOOM slots product gives Genting a compelling gaming experience that no other casino can offer.”

Play’n GO’s CEO and Co-Founder, Johan Törnqvist, described the launch as a pivotal moment for the company. “This is a historic day for Play’n GO and the culmination of a vision that both Genting and Play’n GO share – to bring the best of online casino content and features to casino floors worldwide,” he said.

He added: “Play’n GO’s mission is to ‘create innovative and entertaining gaming experiences everywhere’. We are excited to expand the definition of ‘everywhere’ to include land-based casinos for the first time. The vision for our new land-based business is distinctly Play’n GO flavoured – ambitious, innovative, and meticulously planned to meet the business challenges and opportunities of the future. We think there is an opportunity for 10s of thousands of cabinets featuring Play’n GO content globally.”

Armstrong emphasized Genting’s confidence in the product and its proven appeal among players during the Birmingham trials. “Play’n GO’s reputation in the industry is second to none, and through this partnership we’ve been able to witness firsthand their agility and innovation to help bring this product to life. We know from our trial period that Play’n GO’s well known online casino content is attractive to players in land-based spaces too and we can’t wait to roll this out to all of our UK properties soon,” he noted.

From Digital Pioneer to Multichannel Provider

Founded in the early 2000s with a focus on mobile gaming before the rise of smartphones, Play’n GO has grown into one of the most recognized names in iGaming. Its portfolio now includes over 400 premium titles available in more than 35 regulated jurisdictions worldwide. The move into land-based casinos underscores the company’s intent to expand beyond online channels and cement its reputation as a truly omnichannel supplier.

While the partnership with Genting signals a new direction for Play’n GO, the company also continues to strengthen its online offering. On October 2, Play’n GO released Fate of Dead Blitzways, the newest entry in its celebrated Dead series. The Ancient Egypt-themed slot introduces cascading reels, evolving Wild mechanics, and Sticky Wilds in Free Spins rounds, blending familiar imagery with fresh gameplay dynamics. Magnus Wallentin, Games Ambassador at Play’n GO, commented: “Expanding the Dead series with Blitzways™ opens the door to fresh possibilities while preserving everything players love. It’s a meeting point between legacy and innovation.”