GO Momentum from Play'n GO: Regulation should raise the bar for innovation, not lower it

Play'n GO's Head of Product Strategy Petter Viklund told Focus Gaming News in an exclusive interview about the launch of GO Momentum, the shift in player expectations, and why the regulated market should be where the industry's best innovation emerges. Viklund said the company has been working on casino entertainment for more than 20 years, but that the player experience is not limited to games alone.

GO Momentum brings the company's promotional technologies together in a single ecosystem. Operators want to reward their players in interesting ways and build campaigns with strong content. According to Viklund, the aim is to carry the thought, technology and care given to games across the entire player experience.

Viklund said that as digital products reduce friction, players now expect convenience from every interaction. He said they are focused on questions such as how rewards should be delivered, how promotions can be made exciting, and how all interactions can come together to create an integrated entertainment experience.

Viklund argued that as technology advances, the player should notice it less. He also said, "Regulation should raise the bar for innovation, not lower it."