Why the igaming industry must reject loopholes and choose a sustainable future

In an industry that is, at times, accused of looking the other way, Play’n GO has made its position on regulation unmistakably clear.

The leading casino entertainment supplier announced in early May that it will never supply its portfolio of hundreds of games to sweepstakes casinos.

As state-by-state iGaming regulation moves slowly in the United States, some corners of the industry have hailed the rise of sweepstakes casinos as the next big thing, even as scrutiny of them from regulators and lawmakers picks up.

“Sweepstakes casinos do not operate inside a regulated framework and that’s not something we support,” said Johan Törnqvist, Play’n GO’s CEO and co-founder, at the start of May. “Our commitment to regulated markets is absolute. We will never supply our games to sweepstakes casinos.” 

Taking such a bold and deliberate approach has often been the way for Play’n GO over the last 20 years.

The studio behind Book of Dead has often found itself out of step with the rest of the industry, but on some of its biggest calls – such as deciding to build primarily for mobile and focus on regulated markets – vindication has come in multiple forms.

Still, the sweepstakes announcement was a move that once again sets Play’n GO apart in an industry wrestling with the tension between short-term gains and long-term, sustainable growth.

For Shawn Fluharty, the company’s Head of Government Affairs and a lawmaker himself, the implications are clear. This is both the right thing to do, and the smart thing to do.

“Sweepstakes casinos threaten the regulated market model that many of us in the industry have worked so hard to achieve, which protects players first and foremost, and delivers much-needed revenue to jurisdictions,” Fluharty said. 

“Regulators have long memories—anyone doing business with these operators today will find it very difficult to do business in a future regulated market.”

Leading by example, now and for the future

Play’n GO’s reputation for putting players above profits isn’t new.

Over the years, the company has consistently taken principled, and sometimes financially costly, stances. 

It was the first supplier to publicly refuse to build ‘bonus buy’ games, where players can buy directly into the bonus round.

Once again, it’s a position others are beginning to catch up on. The controversial game type has already been prohibited by some of the world’s leading regulators, including the KSA in the Netherlands and the UK Gambling Commission.

And interestingly, it seems the general public and even slot players themselves are supportive of such a ban.

In a survey Play’n GO conducted in Sweden last year with the pollster Opinium, it found that seven out of ten members of the general public supported a ban on ‘bonus buy’ games, while more than half of active slots players also wanted to see them prohibited.

“There’s this outdated idea in the industry that what’s profitable must be popular, but the data tells a different story,” says Fluharty. 

“Players don’t want to feel manipulated. They want fairness, transparency, and an experience that values their time. That’s why we said no to ‘bonus buys’. And it’s why others are now following our lead.”

And this shift is beginning to redefine the industry. 

In Germany, Play’n GO was recently named a priority partner by major operator Tipico as part of a programme to promote only those suppliers fully committed to the regulated space. 

The decision saw Tipico remove games from providers who continue to serve both licensed and black-market operators.

“We’ve never waited to be told what responsibility looks like. We’ve made those decisions ourselves, often at a cost, because we believe in building a sustainable future,” Fluharty says.

Direction of travel

For more than a decade, it has been more and more apparent that igaming’s future is increasingly regulated.

For Play’n GO, the contrast between mature European markets and newer, more fragmented territories like the US offers a valuable lesson: the path to long-term success runs through effective regulation.

In countries like the UK, Sweden and the Netherlands, regulatory expectations have sharpened in recent years, often in response to public concern over problem gambling and industry conduct.

Suppliers that embraced these standards early now find themselves better positioned as trusted partners to both operators and regulators.

“It’s time to decide what side of the line you’re on”

“Across the continent, the message is the same: regulation is no longer a threat to growth. It’s the prerequisite,” says Fluharty. “The future of igaming isn’t about avoiding scrutiny, it’s about showing your commitment to building something sustainable, for today and tomorrow.”

This same process is now well underway in the United States, even if only six states currently regulate online casino gaming.

“The conversation is changing, and it isn’t just about asking which state will pass legislation next, but rather what kind of industry they will be licensing when they do,” says Fluharty, who served as a legislator in West Virginia, one of the earliest states to embrace igaming.

“The popularity of sweepstakes casinos raises far more profound and fundamental questions about US gaming. We want to lead the discussion about the direction we take this sector in. We need to show we can do this responsibly and sustainably, and we need to show that right now.”

“More states will follow, but only if we give them a reason to trust us. That means putting player protections before commercial targets and short-term wins. The way we behave now will shape whether this industry expands or stalls.”

For Play’n GO, that’s about meeting US regulators not with minimum compliance, but with proactive leadership. The powerhouse studio is already live in all six regulated states and is working directly with lawmakers and regulators to help lay solid foundations for the future of the market.

“We want to be in every regulated jurisdiction that opens up,” Fluharty says. “But we’re not rushing in. We’re showing up as a partner that’s there to build something lasting. That’s what lawmakers want to see.”

Entertainment first

The company’s vision for a more sustainable igaming future goes beyond policy, and has an impact on the games it creates.

From day one, Play’n GO has approached slot development through the lens of entertainment, not gambling mechanics alone. 

This isn’t a marketing angle but rather a core philosophy that informs every aspect of its game design. That includes everything from the development of compelling characters and story arcs, to audio design and immersive, intuitive gameplay mechanics.

“When players enjoy the experience – win or lose – that’s when you’ve built something lasting. That’s not just good ethics but it’s good business,” Fluharty says.

At the heart of this philosophy is the understanding that long-term engagement is built on enjoyment, not volatility. In the same way someone might pay to see a film or attend a concert, Play’n GO wants players to feel they’ve received real entertainment value from the time they spend with its titles, regardless of the outcome.

To achieve this, the company has recruited talent from beyond the traditional gaming space. Its team includes artists, animators, musicians, screenwriters and mathematicians.

It runs Play’n GO Music, a label that works with artists around the world to create tracks for and about its games. And has recently signed an industry-first partnership with Dutch music label Spinnin’ Records. 

“We see ourselves as part of the broader entertainment space,” Fluharty explains. “And in entertainment, the quality of the experience matters more than the outcome. That’s the mindset that will carry this industry forward.”

Pick your side

As the global igaming landscape matures, the dividing line between those building for the future and those chasing short-term results is becoming more clearly defined.

Play’n GO has chosen its side, and it’s encouraging the rest of the industry to do the same.

In the eyes of the company, features like ‘bonus buys’ and the rise of sweepstakes casinos aren’t innovation, but rather loopholes. Tactics designed to circumvent regulation may deliver a quick boost to the bottom line, but they undermine the credibility of the entire ecosystem.

“Yes, there’s money to be made in the near future, but we’ve got to step back and ask: what kind of industry are we building?” says Fluharty. “The real value is in creating something sustainable, and something that earns trust, not just revenue.”

As with Play’n GO’s environmental commitments, the idea is to take the initiative. Fluharty argues that the industry shouldn’t be waiting to be told what’s acceptable.

“We can’t just be reactionary. We need to lead by example and set higher standards ourselves. Every decision you make now will be looked at later,” says Fluharty. “The opportunities of the future will go to those who’ve proven they can be trusted.”

But this isn’t about self-congratulation. For Play’n GO, it’s a rallying cry.

“We all want to see this industry thrive, but the only path forward is the regulated one. It’s time to decide what side of that line you’re on.”