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UK – Refreshed brand identity and new games drive strong Playson performance at ICE London 2022

By - 11 May 2022

Fast-growing digital entertainment supplier Playson enjoyed one of its most successful appearances at ICE London, including increased footfall and demand for meetings as a result of its ever-expanding content portfolio.

The return of one of the industry’s biggest trade conferences provided Playson with an opportunity to showcase its refreshed brand identity, signalling the company’s ambitions to further extend its presence across regulated markets worldwide, as well as develop new game types to evolve the Playson experience.

Overall, the company conducted more than 100 meetings with sales and account managers, with an estimated 350+ people at the stand each day, highlighting the strong demand for its products and services.

Playson’s presence at ICE London was made even more remarkable considering how the situation in Ukraine has impacted some of its operations. In the months preceding the trade show, the company was supporting individuals and their families by either relocating them to safer parts of the nation or moving to a different country.  

Speaking with G3 Newswire, Playson’s Head of Account Management, Michael Tadross, said the decision to press ahead with the new identity launch and appearance at ICE London illustrated the company’s agility.

He said: “Playson’s new identity and the changes it represents have taken considerable thought and planning. We could easily have stopped because of the conflict, but what better way is there to show that we are moving forward as a company than to push on with our objectives? We are focused on becoming bigger and better.

“Our partners have been very understanding of the situation and we’ve kept an open dialogue to inform them of how products and integrations have been progressing. Ultimately, we remain fully committed to meeting existing deadlines and providing the highest standard of service possible.”

Alongside its new company logo, Playson showcased a number of its latest game releases for delegates to explore. This included Lion Gems: Hold and Win, which is exceeding expectations, according to Christos Zoulianitis, Senior Account Manager at Playson.

“It’s proven to be hugely popular with players,” he said. “In a matter of days following the launch, it quickly became our number one performing game across several key markets. The amount of bets taken from Lion Gems is 37 per cent higher than the next game in our portfolio ranking, illustrating its very strong performance.

“Our Hold and Win games are a key component of our slots portfolio, which is why we’ll continue to explore ways of evolving this game format and introduce new ways of experiencing them over the coming months.”

These games are being supported by a comprehensive range of promotional tools to generate increased retention for operators. At the stand, Playson offered delegates the chance to experience one of its slots tournament in-person, with a pair of noise cancelling Bose 700 headphones awarded to the winner.

A mega Wheel of Fortune proved to be a striking addition to the company stand, attracting a huge volume of attendees to take a spin, with more than 800 prizes awarded across the three days.

“It’s been a really successful few days for us,” said Tadross. “We want to build on this momentum and continue taking Playson forward in exciting new directions.”

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