How PlayAGS is integrating European learnings into its US strategy
After achieving an impressive 45% growth in a challenging European regulatory landscape in 2024, PlayAGS is poised to leverage these experiences to strengthen its presence in the U.S. market.
Zoe Ebling, Vice President of the Interactive Division at PlayAGS, shares how the company’s European success is informing its strategic approach and operational initiatives within the United States.
PlayAGS’ remarkable growth trajectory continued through 2024, achieving a 45% increase in Europe despite an increasingly stringent regulatory environment. This achievement sets PlayAGS apart as an outlier among North American suppliers, demonstrating its ability to navigate complexities effectively.
Additionally, insights gained from the European market are being strategically repurposed to enhance PlayAGS’ operations in the U.S., paving the way for a truly integrated global business model.
“The knowledge and long-term strategy we gain in European markets significantly impact our North American business,” Ebling stated in an interview with iGB. “If we can thrive in a heavily saturated market defined by intense regulations, our potential for success in any market is vastly improved.”
“Our European strategy is instrumental in building sophistication within our North American operations,” Ebling added.
Ebling emphasizes that PlayAGS’ advanced game studio enables them to adapt more fluidly to regulatory changes compared to competitors. “We don’t merely implement new regulations and leave it at that,” she explained. “Instead, we proactively assess upcoming regulations, understanding how they might influence player engagement. This allows us to innovate and ensure a consistent, enjoyable experience for players.”
“Many other suppliers may merely adjust to regulations, but we focus on curating enhancing gaming experiences that align with regulatory changes,” Ebling concluded.
Strategic European Expansion with a Focus on U.S. Regulations
With PlayAGS thriving in Europe, it’s no surprise that Ebling and her team are targeting further expansion in the region. They believe that their robust game offerings align well with European players’ increasing demand for a “classic American experience.”
“Greece is an intriguing market for us,” Ebling noted. “While it presents some challenges, the competitive landscape is less saturated compared to regions like Finland or other newly regulated grey markets. This positions us to be stronger in markets with fewer competitors.”
The evolving landscape in the U.S. is also capturing PlayAGS’ attention, despite some concerns about the slow pace of iGaming regulation. Ebling believes that the financial pressures on state governments will soon accelerate the legalization process.
“Despite the hurdles for states to come online, the increasing budget deficits will make iGaming a more attractive revenue stream,” Ebling asserted. “The next state to legalize could initiate a broader wave of legalization; while I don’t expect ten states to adopt it simultaneously, we are on the brink of significant progress.”
Diversification: A Key Differentiator for PlayAGS
Ebling aims for PlayAGS to establish itself as a frontrunner in the online gambling sector. The company’s diverse product portfolio is integral to reaching niche audiences in the digital gaming landscape.
Drawing a parallel to Netflix’s successful niche strategy, Ebling believes PlayAGS can cultivate a dedicated player base by excelling in various gaming genres. “We don’t only offer video slots; we also have stepper slots, table games, arcade-style content, and more,” she explained.
“Our wide-ranging portfolio enables us to engage a broad spectrum of players while implementing creative marketing strategies to connect users across different product verticals. I’m confident that no other supplier possesses the capability to dominate the diverse product categories we’ve developed.”
