Pulse
Playson: building a regionally customised approach
By Lewis - 9 August 2021
Following stints at Quickspin, Betsson Group and Kalamba Games, Tamas Kusztos has been appointed Chief Commercial Officer at Playson.
Responsible for overseeing the supplier’s commercial strategy, Tamas explains how he plans to continue the growth of Playson’s international footprint and establish itself as a leading provider in regulated markets worldwide.
What attracted you to Playson?
Playson’s impressive growth within regulated markets across the globe was a big draw, with the studio cementing its leading position in the slot development industry.
The company culture was also attractive, with a flexible yet dedicated working environment alongside an extensively knowledgeable team.
After speaking to members of Playson’s senior team, it became clear that our visions for the future were aligned, and it’s a real pleasure to be joining a company whose outlook so closely matches my own.
What do you envisage as the next step for Playson’s commercial strategy?
The priority is to establish Playson as a leader in even more regulated markets. That means exploring opportunities in exciting growth regions such as Latin America, newly regulated market of the Netherlands and maintaining the localised approach which has proved a success.
We’ll be developing the regionally customised approach adopted in key territories such as Germany, where our Double Hit mechanic has proved an invaluable retention driver suited to the market’s low stake limits.
How will Playson approach key target markets?
Our diverse game portfolio allows casinos operating within restrictive regulatory frameworks to offer their punters a next-level entertainment experience. In general, data-driven research around which audio-visual effects, game themes and mathematical models work most effectively within our target markets is a key aspect of our strategy.
We also adopt a highly flexible approach, enabling us to adapt rapidly to any sudden developments, such as new regulations, that arise within one of our target markets. Finally, we stay in close personal contact with our customers to understand exactly what users are looking for, before adjusting our offering accordingly.
Where do you view as the most promising growth territories for iGaming?
Back in 2018, the Supreme Court’s repeal of PASPA sparked a flurry of activity around online gambling’s potential within the United States. Being the world’s largest economy, it’s unsurprising to see that interest remain strong to this day.
The emergence of more sophisticated mobile and SMS betting technologies has also made Africa something of a trending topic within our industry, with many viewing its sizeable population of sport-obsessed young adults as a strong acquisition prospect.
Having said that, I still see Latin American markets as the most exciting opportunity of all, particularly if the continent’s most populated country of Brazil speeds up on the path toward full regulation.
