´Curious and demanding consumers motivate us to innovate´ - Cristian Acuña, Play´n GO
(Latin America, SoloAzar Exclusive).- Cristian Acuña, Head of Sales LATAM at Play'n GO, gave an interview to SoloAzar, in which he talked about online gaming, as well as the products that the company offers and the main markets in which it operates, among other issues. "What I can highlight about the Latin player is his passion," he remarks.
What is the Latin American online player like? What are its main characteristics?
The Latin American player is very loyal; he usually finds his favourite game and spends a large part of his time in that game. In the short term, this behaviour does not impact, but in the long term, the entire industry benefits from players being open to trying new products and services. Curious and demanding consumers motivate us to innovate. What I can highlight about the Latin American player is their passion, because our rankings show a priority for high volatility games, which means that the suspense and surprise of winning entertain them.
Play’n GO always promises quality. What can you comment about this?
Our games are a visible aspect of quality. We are releasing the equivalent of one game per week, and the quality is consistent, demonstrated by the huge acceptance of players in all markets. I think our secret is that we develop our games in-house. This allows us to maintain control of the creative and development process. We have such a polished process that even in 2020 with everyone working from home we have not missed any date on our roadmap.
There is also a behind-the-scenes aspect of our quality, but it plays a fundamental role. I can highlight that in addition to our ISO 9001, we have an ISO 27001, which is the international security standard that ensures the confidentiality, integrity, and availability of information. Any operator that prioritizes the uptime of service or the protection of players data will value this ISO.
Another aspect is the operational capacity of our Compliance, because not only are we certified in dozens of markets, but we also launch our games the same day in all jurisdictions. Any international operator, or any operator with aspirations to be one, needs this capacity. In short: it is not enough to say it, you must invest in quality.
Do games that operate in other Play'n GO markets succeed in this region?
There are very different aesthetic and game mechanic tastes. This is why we release so many games; we don't expect one player to play them all. What we are looking for is for a game to hit a certain country and with a certain demographic. We are launching the games with great precision, and we know beforehand which of our titles will be successful in Latin America. Our decisions are based on data.
Do you think online gaming is a competitor or a complement to traditional gaming?
I think that everything that happened during 2020 has forced both types of gaming to be complement each other. Until recently, many landbased casinos were sceptical of online gambling, putting off the decision to crossover. Suddenly they are in a race to integrate, unify and ensure their operational continuity.
I think it has been a real wake-up call for land-based casino, and perhaps this has been the only way to open their eyes and have them see the new habits of the players. Now comes the challenge for them to also leverage all the physical infrastructure they have, and that will only be achieved when they adopt an omnichannel strategy. It is a huge challenge but done correctly; they can succeed more than ever before.
What do you predict for the following year?
Many components will converge, and it will make it a very dynamic year. On the one hand, many landbased casinos will enter the online world, bringing with them the recognition of their brands, customer databases and big marketing budgets. In recent weeks we have also seen how Buenos Aires has already formalized its regulation and licensing process. I would like to see that this is a domino effect on other markets, such as Brazil or Peru.
In addition to all this local activity, we see that many foreign operators, especially from Europe, are arriving in LATAM. They will bring good marketing and operational practices, and I also believe that they will make a significant contribution to the industry, helping to grow and continue the path of regulation.