IGT PlayDigital’s Phil O’Toole on Meeting EMEA Operator Demands with Digital-First Content

IGT is widely known for its success in land-based gaming. As the digital sector of the business, how do online originals sit in your roadmap strategy?

IGT’s legacy in land-based gaming really speaks for itself. We’ve had some incredible long-term successes with titles like Cash Eruption™, the Cleopatra™ series, Prosperity Link™, and more recent favorites like Mystery of the Lamp™ and Whitney Houston™. At PlayDigital, we leverage this strong foundation to innovate and expand our reach with original content tailored specifically for digital-first players.

While some players gravitate towards omni-channel content they recognize from land, others want to discover a completely new experience. This is why we offer online originals, enabling us to diversify our portfolio and meet the unique demands of online players.

How important is keeping a balanced portfolio of online originals and omni-channel games?

Striking the right balance between online original content and omni-channel experiences is hugely important in helping us serve a global player base. Since 2020, our online footprint has grown in a major way. We’re now reaching GGR levels that are approaching what we see in other large parts of the business, which marks a huge milestone for us. In tandem with this financial growth, last year about 60% of our game releases were online originals, demonstrating our clear commitment to digital-first innovation as we continue to expand.

While omni-channel content remains a core part of our offering, we’re continuously expanding our library with fresh, original content that goes beyond traditional slot mechanics. Tap, crash, and mine games are becoming huge with players, and we’re exploring how to bring in new innovations as part of our growing portfolio. This balance between our iconic omni-channel content and new innovative play styles helps us ensure we’re delivering value and excitement to all audiences.

What types of game types or themes do you see EMEA players gravitating towards most? Do you see a strong affinity towards online originals vs. omni-channel in the region?

In general, a good game is a good game. Our best games tend to perform globally, however there are some EMEA market-specific player preferences we account for in our roadmap. We see that EMEA players tend to gravitate toward games with simpler visual styles, flexible bet structures, and more engaging in-game features. While omni-channel content still performs very well, there’s certainly an appetite for online-originals in the region, especially those that offer fast-paced and innovative new mechanics.

Interestingly, the EMEA market isn’t just consuming global content—they’re also helping shape it. We’ve seen strong engagement with titles rooted in Eastern European land-based success, and when we bring those themes and mechanics online, the response is often global. Take Cash Eruption™ for example – this game started in the Greek VLT market and since launching online in 2020, it’s been leading the slot charts in North America ever since.

Players in this region appreciate innovation, but they also respond well to familiar game styles that offer a fresh twist, such as games like Cash Eruption Red Hot Joker™ and Red Hot Joker Cascade™. We’re continuing to watch this region closely and respond to market trends, which gives us an exciting opportunity to experiment with new themes and mechanics.

Typically, it seems that PlayDigital converts a lot of land-based games to online. Do you foresee any online originals getting popular enough to then be converted to land?

Ironically, it’s not typical for us since we make more originals than land-based conversions. In fact, the majority of our releases are online originals. That said, the synergy between land and digital teams has never been stronger, and we’re now beginning to work more closely together during the game development process.

Although we’re currently focused on land conversions, I we’ve reached a new level of integration where we’re planning to launch certain titles simultaneously across both channels.

When creating an online original, what kinds of game mechanics do you incorporate to make the game stand out?

Let’s take Phoenix Fortune as a great example of how we innovate within the online space. The game, launching soon in EMEA, uses a dynamic multiplier feature that increases based on how close players get to triggering the bonus round. Even if they narrowly miss triggering the bonus round, they receive a half-point increase to their multiplier—a small but palpable win.

There are also layered elements of visual storytelling. For instance, when coin symbols land on the reels, they feed into a jackpot meter, and the coins animate across the screen to a pot beneath the Phoenix, potentially triggering a bonus wheel. These mechanics create multiple win paths and goals that players enjoy concurrently. It’s that great combination of multipliers, jackpots, and bonus rounds that elevates the player experience.

How does PlayDigital stay competitive in EMEA, being a more mature market?

EMEA is a mature and highly competitive market, but that’s also what makes it so exciting. To stay ahead, we rely on a combination of local expertise, studio presence in Europe, and a data-driven approach to creating the next hit games. Our teams on the ground are constantly analyzing player trends and market gaps, positioning us to make informed decisions and better tailor our roadmap.

We also maintain a close eye on what games are performing well in the European land-based market and evaluate those successes for potential online adaptation. At the same time, we’re committed to pushing original content that breaks the mold. Whether it’s through experimenting with new mechanics or integrating player-favorite themes, we make sure our portfolio stays fresh, dynamic, and aligned with what players want today—and tomorrow.

Lastly, what’s next for PlayDigital content in EMEA?

Based on the trends and gaps we’re seeing in the market, we have some exciting titles lined up that we believe will really resonate with players across the region. One of the key upcoming launches is Tiger & Dragon Cash on Reels™, a proven hit from our land-based portfolio that’s making its way online. It’s a title with strong brand recognition and gameplay, with success rooted in its unique features created by IGT. On the flip side, we’re also launching Triple Cash Eruption™, an online original that builds on the global success of Cash Eruption while introducing fresh mechanics optimized specifically for an online audience.

As we continue to roll out new content in the region, our goal is to keep raising the bar and introducing content that solidifies us as the dominant provider on land and online. We’re in a strong position, and the momentum is only picking up. Between our original content, omni-channel conversions, and market-specific innovations, we’re confident that the next wave of releases will continue to drive growth and player engagement across the region.