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Play’n GO and Sky Betting and Gaming Join Forces for UK Expansion

iGaming giant Play’n GO is set to make waves in the UK market through a strategic partnership with Sky Betting and Gaming. This exciting collaboration promises to bring fresh gaming experiences to players while bolstering both companies’ positions in the industry.

Read on to discover the details of this alliance and what it means for the future of online gaming in the UK.


Play’n GO

Play’n GO is one of the leading names in the iGaming industry, founded in 1997 in Växjö, Sweden, by a group of passionate software developers and gaming enthusiasts. Over the years, the company has evolved into a global powerhouse focusing on creating innovative and captivating gaming solutions for online casinos worldwide.

Today, the brand is renowned for its exceptional quality and dedication to delivering various products. The brand primarily focuses on creating engaging online slots and other casino games, such as table games, video poker, and speciality games. Their commitment to innovation and user experience has led them to produce some of the most popular slots in the market. Titles like “Slashimi,” “Clash of Camelot,” and “Fire Joker” have quickly become fan favourites due to their captivating themes, immersive gameplay, and rewarding bonus features. Play’n GO’s games are available at numerous renowned online casinos, such as NetBet, MrQ, and Jackpot Casino. In addition to offering a broad array of titles, these operators also provide players with PayPal and Boku slots, accommodating deposits and withdrawals using various popular e-wallet methods.

Throughout the past 26 years, Play’n GO has successfully expanded its reach to multiple regulated markets worldwide, including Europe, Asia, and the Americas. This expansion can be attributed to the company’s dedication to meeting the highest industry standards, ensuring regulatory compliance, and tailoring its games to cater to various demographics.

Sky Betting and Gaming

Sky Betting and Gaming is a major player in the iGaming industry, offering a comprehensive range of services and products to millions of players across the UK. Their iconic brands include Sky Bet, Sky Vegas, Sky Bingo, Sky Casino, and Sky Poker, as well as the UK’s most popular free-to-play sports games Soccer Saturday Super 6, Sky Sports Fantasy Football, and ITV7.

Its history traces back to 2001, and since then, the company has come a long way to establish itself as a major force in the industry. Currently, it operates as a part of Flutter’s UK&I division, consisting of over 1,500 innovative professionals dedicated to capturing the thrill of sports and gaming. This unit shares a common goal of outperforming competitors in safety, entertainment, value, and user-friendliness.

Sky Betting and Gaming’s esteemed reputation stems from several factors, including an extensive variety of gaming choices accommodating diverse tastes and a pledge to uphold safety standards and encourage responsible gambling. Moreover, the brand has gained accolades for its work environment, ranking 4th in Glassdoor’s best companies for work-life balance in the UK in 2021 and 29th in the top 50 best places to work in the UK in 2022.


The Alliance

The recent agreement between Play’n GO and Sky Betting and Gaming aims to strengthen both companies’ market positions and enhance their offerings. Under the terms of the contract, Play’n GO will integrate its portfolio, including leading titles such as “Book of Dead,” “Reactoonz,” and “Boat Bonanza,” into the Sky Betting and Gaming platform.

The collaboration aims to drive significant growth and international acclaim for both companies. One primary goal is to broaden Play’n GO’s reach within the UK and showcase its portfolio to a fresh audience. Conversely, Sky Betting and Gaming stand to gain from incorporating distinctive, appealing games into its collection, enhancing its reputation through association with Play’n GO’s top-tier products.


Anna Mackney, Regional Director, UK, Play’n GO, and Eamonn Beardsley, Head of Content at Sky Betting and Gaming, have expressed their excitement about the partnership, highlighting the forward-thinking approach, commitment to player safety, and shared goal of delivering a safe, exciting experience for players.