Swedish game developer Play’n GO has announced a landmark move: for the first time in its 20-year history, its portfolio of online casino titles is being deployed in land-based casinos. The rollout comes as part of an exclusive partnership with global casino operator Genting Group (via its UK operations).
According to the announcement, the new initiative will see Play’n GO titles incorporated into a brand-new cabinet offering called “BOOM Slots”, developed exclusively for Genting’s casino sites. The first wave includes 13 of Play’n GO’s most popular games, such as the world-famous “Book of Dead”, “Reactoonz”, “Honey Rush 100”, and “Buildin’ Bucks”.
The land-based debut had already begun, with a trial phase taking place over the past six months at Genting’s flagship UK venue, Resorts World Birmingham. With the initial trial complete, Genting is now scaling the rollout to more than 30 of its casino properties across the UK, including its London operation at Genting Stratford Casino. The full rollout is scheduled for completion by December.
Johan Törnqvist, Co-Founder & CEO of Play’n GO, described the launch as “a historic day for Play’n GO and the culmination of a vision that both Genting and Play’n GO share: to bring the best of online casino content and features to casino floors worldwide.” He added, “Play’n GO’s mission is to create innovative and entertaining gaming experiences everywhere. We are excited to expand the definition of ‘everywhere’ to include land-based casinos for the first time. We think there’s an opportunity for tens of thousands of cabinets featuring Play’n GO content globally.”
From Genting’s side, Stuart Armstrong, Product Director, explained that “differentiation in a crowded land-based casino sector is vital. The launch of our new and exclusive BOOM slots product gives Genting a compelling gaming experience that no other casino can offer.” He added that Play’n GO’s “reputation in the industry is second to none, and through this partnership we have been able to witness first-hand their agility and innovation to help bring this product to life.”
This move is significant for several reasons. For Play’n GO, long established in the online-casino sphere, the move into land-based operations represents an important expansion of the company’s footprint—and it may herald a broader shift in how online-native suppliers engage with the physical casino environment. Meanwhile, for Genting, the exclusive cabinet offering presents a way to distinguish its floor offering from competitors by accessing some of the most recognizable online slot brands in a new format.
The partnership underlines the increasingly blurred line between online and offline casino gaming. Land-based operators are under growing pressure to refresh their floor offerings and engage new audiences; collaborations with online content creators offer a way forward. For players, the move suggests physical casinos may soon deliver experiences similar to those found in the online space—novel titles, familiar interfaces, and brand continuity.
While the rollout is ambitious, there are potential challenges. Certification, regulatory approval, and technical adaptation of online-designed games for land-based cabinet deployment may pose hurdles. Additionally, player behavior in a physical casino differs from online play, meaning the performance of these titles in a bricks-and-mortar setting remains to be fully tested. That said, Play’n GO’s comments point to a global ambition, noting an opportunity for “tens of thousands” of cabinets worldwide, suggesting this is only the beginning.
In summary, the launch of Play’n GO’s land-based titles via Genting’s BOOM Slots marks a noteworthy convergence of online and offline casino gaming. For content creators, casino operators, and players alike, the move signifies how the casino floor is evolving—and reminds us that digital-first companies are increasingly looking to capture value in real-world gaming venues.
