Anthony Singer, CEO and founder of High 5 Games, talks to CasinoBeats about the provider’s recent expansion in Scandinavia and why its slots are resonating with players in the region.
CasinoBeats: You’ve just added another Scandinavian-facing operator to your network with Betsson Group now live with your slots, how important is this deal for High 5 Games and your presence in the territory?
Anthony Singer: The online Scandinavian market continues to grow and partnering with Betsson Group, a widely reputable name in the region and beyond, will propel the momentum we’ve gained in the territory since the turn of the year.
We went live in the regulated market of Sweden at the beginning of 2019 and have since launched a range of games in Denmark, which further enhances our footprint in the Nordics.
The deal not only shows that our games are attracting the interest of tier one operators, but also highlights our commitment to localising content for the Nordic market is paying off. In the last six months we’ve secured a string of major partnerships, with Kindred Group, LeoVegas, Svenska Spel and Mr Green all recently joining our rapidly expanding network of tier one operators.
CB: How are High 5 Games slots performing in the regulated market of Sweden? Is there a particular game attracting the interest of players?
AS: We’ve had some great feedback from our operating partners for our games, and our own data shows they’re a real hit in the market. Our new release, Way Out Wilds, which was launched exclusively with Betsson, has already become one of our top performing slots this year.
“Creating content that appeals to a wider audience and is adapted for local markets is an absolute must”
Our success in Sweden comes as no real surprise, given that High 5 Games slots are enjoyed by players in over 150 countries across the globe. It’s our strategic ambition to ensure we have a presence everywhere possible and we have no doubt that our content can meet the requirements.
CB: How are you tailoring your games to meet the demands of Scandinavian players?
AS: If you want to be a front runner globally in this competitive market, creating content that appeals to a wider audience and is adapted for local markets is an absolute must. It’s not sufficient to think that because one brand or game performed well in the UK, for example, then it will find the same success elsewhere.
At High 5 Games, we have a deep knowledge and experience of the casino market, and with our proprietary development methods, our games are proven to attract a wide range of players.
What’s been exciting for us is the content that has performed well first in Scandinavia such as Joker’s Riches and Magnificent Jewels. Following their initial success in the Nordics, we have since launched the games to UK and New Jersey markets and seen similar numbers.
CB: You’ve recently announced that some of your games have been certified for the Denmark online market, what prompted the move into this territory?
AS: Moving into Denmark was a natural progression for us. With our games proving as successful as they are in Sweden, we felt primed to carry through that momentum to the wider Scandinavian market. Appetite for digital and mobile casino games is growing at a pace in Denmark, but the market is still quite nascent in terms of competition.
“We’re well positioned to adapt our content wherever demand takes us”
In the long term, High 5 Games has eyes for global expansion and our presence in Scandinavia is strategically central to growing the business internationally.
CB: Which other territories are you looking to enter and why?
AS: After securing our Maltese licence earlier this year, plans are in place to extend our reach in several European territories. We are preparing to launch in Spain and Italy in the next few months, as well as Portugal and Romania, with exciting new deals and game releases on the horizon.
Across the pond, the US is also promising strong growth as state legislators roll up the regulatory market shutters and open the gates to online casino content. We’re already one of the leading suppliers of slots to online operators and suppliers in New Jersey, and with over 24 years’ experience in the casino industry, we’re well positioned to adapt our content wherever demand takes us.