Through a partnership with platform provider SkillOnNet, the supplier launched its live casino in the UK for the first time in January.
And despite several brands being forced away from the market in recent months due to tightening regulation, Vice President Lena Yasir told Gambling Insider the UK is a jurisdiction Pragmatic Play has been following for some time, tailoring its product to break into the market.
She said: "The UK is a really big market in the gaming industry. For us it’s a market we’ve been very interested in exploring, which is why we’ve paid huge focus and attention to making sure that all our products are compliant for the UK market.
"We’ve seen really good growth in the UK, both in slots and now in live casino since our product has been certified there. We’re just starting, but we see much more growth coming from the UK."
In terms of standing out in a crowded market, Yasir is adamant innovation and speeding up game-time is crucial, which has led to several new products in the past few months.
This includes an Auto-Stand feature for live blackjack, decreasing the duration of the game by 25%, and Bingo Blast, cutting down game time until the final 20 seconds.
She said: "Innovation is key, you need to stand out. It’s a very competitive market and everyone is almost offering the same thing. If you’re not innovative, if you don’t think outside the box, it’s going to be very hard to attract new clients and get your current clients to push your content.
"With all our products, we want to make sure our product is engaging, exciting and immersive; and has a different unique touch to it to make it stand out.
"Our blackjack feature is quite unique in the market and now we can say we have the fastest blackjack game in the market right now."
While Yasir said entering into more regulated markets is something Pragmatic Play is keeping an eye on, with this strategy comes the increased challenge of adhering to regulation.
She said: "The main challenge we and everyone has is the regulations that are put in place, especially with the UK and Swedish regulations.
"These are obviously challenges for every game provider to make sure they’re on top of things, have a good compliance team to make sure their requests go through; so once it’s regulated we don’t lose any traffic and make sure we go in compliant with our products and with our full portfolio.
"We’re going into South America and keeping an eye on Europe but regulated markets are our main focus. Any regulated market that is on the horizon, we are there investigating and making sure we’re ready for it."
