Inside Pragmatic Play: An Exclusive Interview with Head of B2C Marketing Daniel Hansen
In this interview, Daniel Hansen, Head of B2C Marketing at ARRISE, the company behind Pragmatic Play, discusses what he believes has driven the supplier’s growth in online casino gaming. He comments on its game-development approach and response to a changing market.
The discussion covers Pragmatic Play’s growth and development process, along with its stated emphasis on player satisfaction. For readers exploring its catalogue, Hansen explains how Pragmatic Play titles are designed and presented for online casinos.
Q1. Could you tell us about Pragmatic Play’s journey since it began? What do you think has helped the company stand out and succeed in this competitive industry?
Hansen characterises Pragmatic Play as a relatively young supplier that has grown rapidly. He credits the team’s ambition and a track record of learning and development, beginning with modest roots. In his view, adapting to industry changes and striving to create games that help define their genres have contributed to the company’s rapid rise and ongoing presence in the sector.
Hansen says there is no guaranteed formula for success in gaming. Instead, he points to Pragmatic Play’s habit of starting with what casino players might want from a game, then building its features, themes and graphics around that idea. He also highlights mechanics designed to encourage players to return to titles across the catalogue.
He cites John Hunter and the Book of Tut Megaways™, as an example of these design choices. Special expanding symbols can cover the reels and help unlock more wins, all within an adventure from the John Hunter series. The game also builds on the familiar Megaways™ mechanic.
Hansen says players have come to associate Pragmatic Play slots with a consistent standard, a principle that guides the supplier’s catalogue. He credits the company’s progress in part to its ongoing effort to create what it considers high-quality slots for the market.
Q2. What does Pragmatic Play do differently from other iGaming companies to make its games more engaging and entertaining for players?
Hansen says Pragmatic Play releases a substantial selection of premium games each month to suit different tastes and markets. A broad release schedule, he explains, gives the company plenty of material to evaluate and refine in response to audience feedback. Sequels, new themes and mechanics can launch in parallel, helping the team learn which features players prefer in its online slots.
He says this process gives the studio scope to test ideas and shape future releases based on what it learns. He points to Wisdom of Athena™, released in June, as a combination of mechanics and features also seen in Gates of Olympus™. The game features pay-anywhere wins, multipliers and a tumble after each win. Consecutive wins can reveal mystery symbols above the board, potentially improving the odds of another result. Its design draws on elements that Hansen says have resonated with audiences elsewhere in the supplier’s catalogue.
Q3. Pragmatic Play’s portfolio spans a wide range, from slots to live casino games. How does the team develop new titles?
Hansen says development of new slot formats and Live Casino games starts with brainstorming. Team members discuss potential concepts, themes and features, and their ideas help set each title’s direction. He adds that customer feedback from different jurisdictions also informs the process. Once the initial concept takes shape, teams work on the artwork, music, animations, mathematics and other components. Compliance staff remain involved throughout, he says, so titles can be adapted to each jurisdiction’s requirements and player safeguards can be considered. In his view, bringing together different disciplines and perspectives helps shape the finished game.
Q4. Can you tell us a little bit about your Live Casino operation and its top games?
Hansen describes the Live Casino portfolio as guided by three aims: adding a twist, transforming and elevating the experience. He points to Snakes & Ladders Live™, a Live Casino reimagining of the well-known board game, as an example.
The supplier also gives familiar Live Casino formats a fresh presentation, Hansen says. In Vegas Ball Bonanza™, players buy tickets linked to numbered balls drawn at random from a tumbling device. Lucky Numbers and Bonus Multiplier features add variety while keeping a recognisable game-show structure.
Sweet Bonanza CandyLand™ combines ideas from the Sweet Bonanza™ slot with a Live Casino presentation, offering six bet types during play. Hansen also names Blackjack and Baccarat as popular classics, noting that these games use 4k cameras and low-latency streaming. Cinematic effects and newer technology give them a more immersive presentation.
Q5. As of 2023, which games from Pragmatic Play's portfolio are most popular, and why do you think they've won players' hearts?
Hansen says some long-running titles continue to bring players back and have become regular picks for slot fans. One is award-winning Gates of Olympus™, whose Greek setting, pay-anywhere format and rising multipliers remain appealing two years after its release. He highlights the possibility of multipliers reaching 500x in both the base game and free spins, a feature that can greatly affect a win and add suspense to a spin.
He also describes Zeus vs Hades Gods of War™ as a newer release that drew attention with its depiction of two battling titans. Players can select a volatility level, changing the graphics, symbols and bonus mechanics to create two distinct ways to play. Hansen says that flexibility has helped sustain replay interest since launch. Sugar Rush™ has also won multiple Game of the Year awards since its release; he attributes its appeal to straightforward rules, a sweet theme and steadily increasing multipliers.
Hansen adds that Wisdom of Athena™ has become a favourite with some players thanks to its mystery reel and familiar tumble feature, also found in Gates of Olympus™. Beyond slots, he points to Sweet Bonanza CandyLand™ and Spaceman™ as popular titles that bring together elements from different game categories, expanding the entertainment options available in a session.
Q6. In recent years, there's been an increasing emphasis on responsible gaming. How is Pragmatic Play addressing this in its games and overall strategy?
Hansen says player protection is the company’s top priority and forms part of its stated goal of creating enjoyable games. He describes responsible gaming as a consideration throughout development and release, from a title’s initial concept to decisions about its marketing.
As Pragmatic Play supplies games in markets with differing regulatory frameworks, Hansen says meeting the requirements of each regulated market is central to preparing titles for release.
Q7. What future projects or plans are in store for Pragmatic Play? What might fans of your games see over the next year or two?
Hansen said players could expect more polished games designed around entertainment and engaging play. He also mentioned a pipeline of forthcoming titles for audiences to discover.
Starlight Princess 1000™ was scheduled to launch on the 26th of October, featuring multipliers up to 1000 times. The planned addition to the Starlight Princess™ series was pitched to fans of anime-themed games.
The interview also offered a preview of Sugar Rush Xmas™. Pragmatic Play’s sweet-themed slot was expected in November, bringing a festive look to its classic 7x7 Slot format.
Alongside those new slots, Hansen mentioned Treasure Island™ as an upcoming Live Casino title. It was described as using cinematic technology to create a mystery-and-treasure adventure on a deserted island. Its launch was scheduled for the 29th of November.
The interview’s release preview also featured Lucky 6™, planned for December. This game show was described as a Roulette variation with Lucky Numbers and other additions, presenting more chances to win as part of its format. Hansen framed it as another example of the supplier’s effort to bring new twists to Live Casino games and transform the player experience.
Evan Carrington brings more than 12 years of experience in the iGaming industry, with a focus on reviewing online casinos, assessing slot games and examining player safety. Their work covers casino licensing, RTP, volatility, bonus terms and withdrawal policies. Drawing on practical testing and independent research, Evan provides clear, evidence-based reviews to help players understand gambling platforms, their features and possible risks.
