Play’n GO Marks a Significant Expansion in the UK’s Land-based Casino Scene
Renowned for its innovative approach to casino gaming, Play’n Go has made a substantial leap by increasing its foothold within the United Kingdom’s land-based casino market. This move comes on the heels of a successful collaboration with Genting, setting the stage for an ambitious nationwide rollout of its slot content across more than 30 Genting properties throughout the UK.
The initial phase of this strategic expansion was spearheaded by a six-month trial at Resorts World Casino in Birmingham. Here, Play’n Go introduced its Boom Slots cabinets, tailored exclusively for Genting. These cabinets featured a selection of 13 of Play’n Go’s most celebrated titles, including the adventure-packed ‘Rich Wilde and the Book of Dead’. The trial not only showcased the seamless integration of Play’n Go’s digital content into a land-based format but also highlighted the universal appeal of its gaming portfolio among casino patrons.
Play’n GO announced a partnership with Genting in October 2025 that moved a selection of its online titles into brick-and-mortar casinos, starting with a six-month trial at Genting’s Resorts World Casino Birmingham and expanding to over 30 Genting properties across the UK with a rollout scheduled to be completed by December 2025.
The Road to Expansion
The fruitful trial phase has paved the way for a wider deployment of Play’n Go’s slot cabinets across the UK, with major venues like Genting Stratford gearing up for the introduction of these innovative gaming solutions. By December, Play’n Go’s presence is expected to be a common sight in over 30 Genting casinos, marking a significant milestone in the company’s penetration of the land-based casino market in Great Britain.
Play’n Go’s CEO and Co-Founder, Johan Törnqvist, expressed his optimism about the global potential of their slot cabinets, saying, “We think there is an opportunity for tens of thousands of cabinets featuring Play’n Go content globally. Genting has been a brilliant partner throughout this project, and we’re looking forward to working closely with their fantastic teams to ensure the success of this initial UK-facing rollout.” Stuart Armstrong, Product Director at Genting, echoed this sentiment, highlighting the positive reception of Play’n Go’s online casino content in land-based settings and expressing enthusiasm for the upcoming nationwide rollout.
What This Means for the UK Casino Landscape
The expansion of Play’n Go’s slots into Genting’s UK casinos is not just a win for the two companies involved; it represents a significant evolution in the UK gambling scene. Players who frequent land-based casinos are now afforded the opportunity to engage with some of the digital realm’s most captivating titles, blurring the lines between online and physical gaming experiences. This integration signifies a broader trend of digital innovation making its way into traditional gambling spaces, enriching the player experience with the diversity and quality of content previously exclusive to online platforms.
Moreover, this move by Play’n Go could set a precedent for the land-based casino industry, encouraging other digital content developers to explore similar partnerships. As a result, casino goers could soon enjoy an even wider array of gaming options, further invigorating the UK’s casino market.
The collaboration between Play’n Go and Genting also underscores the importance of adapting to changing market dynamics. By bringing top-tier digital content into the land-based casino environment, they are catering to the evolving preferences of players, who increasingly seek the convenience and variety of online gaming in a tangible, real-world setting.
Looking Ahead
As Play’n Go continues to expand its slots presence across the UK, the future looks promising not only for the company and its partnership with Genting but also for the casino industry at large. This strategic initiative is likely to inspire further innovation, collaboration, and ultimately, growth within the sector. With the boundaries between online and land-based gaming continuing to blur, players can look forward to a richer, more diverse casino experience that combines the best of both worlds.
As the landscape of casino gaming evolves, Play’n Go and Genting are at the forefront, driving change and redefining what it means to engage in the timeless tradition of casino gambling.