The Office for Health Improvement and Disparities has called on the government to acknowledge harmful gambling as a public health issue after publishing its long-awaited evidence-based review of gambling harms.

Play’n GO has embarked on its UK expansion after the casino provider formed a partnership with Kindred Group’s 32Red brand.

The partnership with the brand will see Play’n GO’s igaming offerings, such as its flagship Book of Dead series, along with other titles including MegaDon, Boat Bonanza and Shamrock Miner, become available to the UK-facing audience for the first time. 

Anna Mackney, Regional Director, UK, Play’n GO, explained: “Partnering with 32Red is yet another major coup for Play’n GO, as we join forces with one of the UK’s powerhouse gaming brands. 

“This is a strategic partnership between two forward-thinking and customer-focused businesses. We’ll be working together closely to make sure we deliver for players.”

Play’n GO has hailed the UK as a “key strategic market” for the firm, which is active in more than 25 regulated jurisdictions around the globe, and called the 32Red/Kindred deal an “important milestone” for the studio. 

The 32Red launch also builds upon a long relationship between Kindred Group and Play’n GO, who have been close partners for many years across multiple regulated markets.

Adam Newnham, Commercial Operations Manager, 32Red, added: “We’ve seen the success other Kindred Group brands have enjoyed with Play’n GO over the years, so it became a priority for us to bring these classic titles to our players in the UK. 

“With an exciting pipeline of content lined up for the coming months, we’re looking forward to providing more of the best of Play’n GO content to 32Red’s customers.”