Play'n GO Reportedly Could Be Up for Sale

According to sources cited by NEXT.io, Swedish casino game provider Play'n GO is reportedly being prepared for sale. It is claimed that a regulated betting company could acquire the business, and the deal could be worth several hundred million. The rumours surfaced around the time the company launched its GO Momentum promotional solution.

The report says that last week Play'n GO asked all major aggregator companies to stop distributing its games, citing leakage in offshore markets. Paul Leyland of Regulus Partners said these steps are aimed at strengthening the company's financial position ahead of a sale. According to Leyland, cleaning up revenue streams and having cash flow come from regulated markets would increase the valuation.

An industry observer named Australia's Aristocrat as one possible buyer. The observer said Aristocrat had struggled with scaling in its previous acquisitions. Play'n GO could complement Aristocrat's content-focused strategy and strengthen its limited online presence in Europe. The company, which operates in six US states, is also said to be attractive to firms wanting a foothold in the US online gaming supplier market. Genting and Light & Wonder were also named by industry sources as possible buyers.

According to sources, Play'n GO plans to strengthen its outward-facing government relations activities. Industry experts note that the company wants to operate entirely in the white market under a locally regulated structure. Experts say strict regulation could create a more balanced competitive environment in favour of licensed operators, and pressure on unlicensed rivals could increase. The report also notes that Play'n GO has released a new sword and sorcery themed slot game called Tower Run Treasure Steps.