Q&A: Playson CCO on how regulation influences commercial success
TK: Each year, Playson performs around 25 technical gaming system audits with authorised testing laboratories (ATLs) across different scopes, from game audits and security checks to gaming system controls and change management. In the case of major changes to the technical gaming system, we also undergo ad-hoc audits.
Thanks to the structure and continuous improvements of our technical gaming system and processes, we can undergo all regulatory checks without them having a negative impact on the development and release of games, so while checks may present risks, we continuously monitor and mitigate them.
The most challenging checks are for new and complex jurisdictions such as Greece and Germany, where certification with ATLs is not the final licensing requirement.
Often, there are additional processes required by the regulator to bring games to market and this makes estimating the release date difficult.
The high levels of administrative work mean there is a risk games will be ready to launch later than expected, however Martyna Scieszka, our compliance manager, alongside with the compliance team, work hard to ensure delays are very rare.
By communicating with other departments and working collaboratively, we ensure our development timelines remain largely unaffected by regulatory checks.
NEXT: Despite the intensive process and resources required to apply for new licences in various markets, Playson continues to do so. Do the anticipated commercial benefits outweigh the costs and challenges of meeting these strict regulatory requirements?
TK: There is no doubt that the costs of entering new regulated markets and meeting the technical requirements are challenging as it requires the cooperation of the whole company.
However in the long-term, expansion is needed to ensure our company’s stable growth.
Obtaining a licence is only the tip of the iceberg – the biggest task for us is to continuously meet regulators’ expectations and deliver a service of the best quality possible.
The iGaming landscape rapidly changes and over time, I believe each jurisdiction will implement its own regulatory regime.By obtaining new licences, we foresee the commercial benefits will increasingly outweigh the costs incurred during the application and implementation phases.
NEXT: In the perspective of a slot game provider, how crucial is it to venture into new markets and obtain licences? Is this the primary strategy for scaling up the business and meeting commercial goals, or are there alternative avenues you’re exploring?
TK: Playson is now live in 22 regulated markets with more than 170 partners and continually looking to expand and seek further opportunities globally.
For slot suppliers, obtaining necessary licences ensure stable and long-term market growth, which will not be limited by overly strict regulation.
While operating in regulated jurisdictions, delivering a service according to the standards and in line with regulations creates an effective market with integrity, where all stakeholders trust and value each other, and growth is possible.
Of course, we also need to ensure our offering is competitive and engaging to meet commercial goals, so we continuously develop new features and promo tools, such as Short Races, to maintain the interest of players and have something fresh to bring to the table.
NEXT: Regulations, while stringent, are designed to ensure the integrity of games and protect the players. How do adhering to these standards translate to long-term commercial advantages for Playson, especially in terms of brand reputation and player trust?
TK: Playson creates games that are celebrated industry-wide for being engaging and creative, and putting the player’s experience front and centre.
The company could not exist without its loyal players and because of that, ensuring customers trust the Playson brand is our highest priority.
Adhering to regulations closely and observing any changes so they can be reacted to quickly is the way to establish this trust on an ongoing basis and therefore continue to build our strong reputation.
It has to be said that monitoring and adapting to continuously changing regulatory environments and technical standards across multiple jurisdictions requires proactivity and can be difficult, but all market stakeholders have the same aim – the creation of sustainable market which serves all parties.
Tamas Kusztos is chief commercial officer at fast-growing digital entertainment supplier Playson. With over a decade of iGaming experience, Tamas supports the company’s ambitious growth expansion with his versatile expertise and superior leadership skills.
An expert in commercial development and strategy, he plays a crucial role by setting data-driven goals for the company and delivering strong results that reinforce Playson’s presence in more than 22 regulated markets.