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Play’n GO extends its partnership with Kindred Group by integrating its game library on 32Red in the United Kingdom.
The UK iGaming market represents more than £6.5 billion in 2023 (UK Gambling Commission), a strategic territory for Play’n GO.
32Red players now have access to Play’n GO classics: Book of Dead, MegaDon, Boat Bonanza and Shamrock Miner.
The provider offers a regular content pipeline, with more than 50 new slot machines launched in 2024.
Key testimonies:
Anna Mackney (Play’n GO UK) highlights a partnership focused on the future and player satisfaction.
Adam Newnham (32Red) insists on the importance of bringing Play’n GO classics to UK customers.
The games are optimized for mobile, accessible from £0.10/£0.20, and compatible with 32Red bonuses (free spins, deposits).
Play’n GO strengthens its European presence, pursuing its strategy of alliance with major operators.
The UK iGaming scene comes alive with a strategic announcement: Play’n GO deploys its game portfolio on 32Red, the brand of Kindred Group. A step that illustrates not only the solidity of a long-standing partnership but also the will of the Swedish provider to consolidate its presence in one of the most competitive markets in Europe.
The UK iGaming market is the most mature in Europe: according to the UK Gambling Commission, online gambling gross revenues exceeded £6.5 billion in 2023, with growth driven by online slots that represent more than 70% of this total.
In this context, the arrival of Play’n GO on 32Red UK takes on a strategic dimension. The provider, active in more than 25 regulated jurisdictions, seeks to anchor its brand in markets where competition is fierce, dominated by giants such as Flutter and Entain.
The collaboration between Kindred Group and Play’n GO is not new. The two companies have worked together for several years in different European markets. Integration on 32Red therefore crowns a proven partnership, expanding Play’n GO’s reach in the United Kingdom.
This strategy follows a path of continuity: in October 2022, Play’n GO had already reinforced its footprint in Italy by signing an agreement with Lottomatica, followed in December 2022 by a partnership with SKS365 via its Planetwin365 brand. These agreements testify to a clear intention: forging alliances with major operators to secure sustainable growth.
For British players, this integration opens a new horizon of entertainment. The Play’n GO slot portfolio is now available on 32Red, with titles that speak both to nostalgics and fans of new releases:
Book of Dead, a true icon of the provider, remains one of the most played games in the UK, according to EGR 2023 data.
MegaDon, released in 2022, attracts with its marine universe and powerful multipliers.
Boat Bonanza, appreciated for its fishing and adventure atmosphere, quickly conquered the British audience.
Shamrock Miner, which taps into the Celtic theme beloved by UK players, combines attractive jackpots with simple mechanics.
These Play’n GO titles on 32Red not only enrich the catalogue, they also strengthen the loyalty of players already drawn by the diversity and quality of the offer.
Anna Mackney, Regional Director of Play’n GO UK, welcomes this partnership:
“The partnership with 32Red is another great success for Play’n GO, as we join forces with one of the most important gaming brands in the United Kingdom. We will work closely to ensure we meet player expectations.”
On the operator’s side, Adam Newnham, Commercial Operations Director at 32Red, highlights the strategic logic:
“We have seen the success that other Kindred Group brands have had with Play’n GO over the years, so it was a priority for us to bring these classic titles to our UK players. With an exciting content pipeline planned for the coming months, we are eager to deliver the best of Play’n GO content to 32Red customers.”
The partnership is not limited to a simple integration of existing titles. In 2024, Play’n GO released more than 50 new slot machines, confirming its reputation as a prolific and innovative provider. For 32Red players, this means a constant Play’n GO content pipeline, with regular releases combining innovative mechanics and immersive themes.
Moreover, by partnering with leading operators such as 32Red, Lottomatica and SKS365, Play’n GO proves its ability to adapt its strategy to each market while maintaining a clear direction: to offer responsible, varied and above all accessible entertainment.
Are you a player at 32Red and wondering what really changes with the arrival of Play’n GO on the platform? You are not alone. Every new partnership in the iGaming world raises the same questions: which games will be available, how to enjoy them, and above all, what does it concretely bring to British players?
To guide you, we have gathered here the essential answers, mixing market vision and player experience, to give you a complete overview of this strategic collaboration.
1. Why is the arrival of Play’n GO on 32Red important for the UK market?
The UK iGaming market is the most mature in Europe, with more than £6.5 billion annual revenues according to the UK Gambling Commission. The integration of Play’n GO on 32Red allows the operator to strengthen its offer and remain competitive in a highly contested sector.
2. Which Play’n GO games are available on 32Red in the United Kingdom?
Players have access to a wide portfolio of Play’n GO slot machines, including Book of Dead, MegaDon, Boat Bonanza and Shamrock Miner. These titles are among the provider’s most popular, especially with the British audience.
3. What does Play’n GO bring beyond its classics?
Play’n GO does not limit itself to its historical icons. The provider publishes more than 50 new games per year, guaranteeing 32Red players a regular content pipeline, blending innovative mechanics and immersive universes.
4. Can I try Play’n GO games on 32Red for free?
Yes, several titles are available in demo mode. This option allows players to discover the mechanics and bonuses before wagering with real money.
5. Do 32Red bonuses apply to Play’n GO games?
Most of 32Red’s promotions, such as deposit bonuses or free spins, can be used on Play’n GO slot machines. However, it is recommended to check the specific conditions of each offer.
6. Do Play’n GO games offer jackpots?
Although Play’n GO is not specialized in progressive jackpots, its titles offer high maximum wins. Book of Dead, for example, can multiply the stake by several thousand, which attracts both casual players and more ambitious ones.
7. Are the games accessible to small budgets?
Yes! The majority of Play’n GO slot machines propose flexible betting ranges, often starting from £0.10 or £0.20 per spin. This allows players of all profiles to participate.
8. What makes Play’n GO so popular with British players?
The strength of Play’n GO lies in its rich narrative universes (ancient Egypt, mythology, maritime adventures, Celtic folklore) and its mechanics that are accessible yet deep. British players value this combination of immersive entertainment, winning potential and graphic quality.
Official and reliable sources:
