IGT PlayDigital’s 2026 Vision: Elevating Original Online Experiences in EMEA

As the European iGaming market continues to evolve, players are demanding more.  More variety, more innovation, and more novel experiences. Players are seeking fresh, dynamic iGaming experiences that don’t feel dropped into the market from abroad but rather feel tailored to their specific preferences. IGT PlayDigital is answering that call with a bold vision for 2026: a portfolio that balances well-loved omnichannel conversions with innovative online originals, all designed to elevate engagement across EMEA.

We sat down with Matt Ward, Head of Digital Studios, to explore how IGT PlayDigital is leveraging global expertise, local insights, and data-driven strategies to deliver content that stands out in one of the world’s most competitive iGaming landscapes.

Where do online originals currently sit in IGT PlayDigital’s portfolio?

MW: Online original games are a key part of our content strategy. Of the 450 games we currently have available in EMEA, we have a portfolio of 200+ online originals, including slots, crash games, and instant games. In fact, we produce more online originals than land-based conversions today.

Looking ahead to 2026, our goal is to achieve a 50/50 balance between online originals and omnichannel content. Both play critical roles in our strategy: omnichannel titles bring the familiarity and trust of land-based favorites, while online originals allow us to introduce fresh mechanics and even create new worlds for iconic characters, delivering unique experiences for digital players.

We also have a portfolio of original, market-leading online table games developed for online exclusive use – another key differentiator that sets us apart in EMEA.

Which games tend to perform better in EMEA, online originals or land conversions?

MW: We see strong performance across both content types and player preferences tend to vary. Looking at our top five performers from November 2025, the first two are land conversions, while the next three are online originals. Regardless of category, our focus is on delivering high-performing content that drives lasting engagement.

We have found that players gravitate towards games they recognize, know, and love. Cleopatra™ is a prime example, maintaining steady performance since its launch in 2018. Recently, Magic Treasures Tiger™, and Tiger and Dragon™ have gained momentum in EMEA, thanks to their popularity in land-based gaming and the familiarity players seek online.

But when we talk about familiarity, it extends to how we approach online originals as well. For instance, Triple Cash Eruption™, launched in September 2025, quickly became one of our top five games since launch. It’s a perfect example of how we take elements from land-based titles and reimagine them for digital play—there’s no land-based version of Triple Cash Eruption, making it a unique offering for online players.

Ultimately, it’s about keeping our collections fresh with new mechanics and creative twists on themes that resonate with EMEA players.

How does IGT PlayDigital leverage its global experience to deliver content tailored for players in EMEA?

MW: As the digital arm of IGT, we draw on extensive insights from our global leadership in both land-based and online environments. We’re proud to supply top-performing titles like Cash Eruption™ and IGT Blackjack™, which consistently rank #1 in North America according to Eilers & Krejcik reports.  That experience gives us a strong foundation for understanding what resonates, and how to adapt it for EMEA players.

We know certain themes, such as Asian-inspired games, don’t always resonate locally, so we take proven math and mechanics and pair them with culturally relevant themes. It’s about combining creativity and analytics to find the perfect match for each market.

We’re also investing in European-based game studios and content managers to ensure our games feel authentic and locally attuned. This regional focus allows us to deliver market-specific content faster and with greater precision.

Lastly, we’re constantly analyzing data to spot trends and identify future top-performers. Rather than treating Europe as one large audience, we look at individual jurisdictions to understand what resonates in each geography. At the same time, we monitor global trends and are well positioned to adapt successful concepts from other regions to EMEA. We’re not afraid to take chances and see what might catch on.

How does your content and roadmap strategy differ in EMEA compared to other regions?

MW: Europe is a mature market with diverse player preferences and intense competition. To stand out, we focus on providing data-driven, high-impact content that aligns with player trends but also stands the test of time. Classic titles like roulette and blackjack remain strong performers over time, but we also diversify with highly visual online original games to keep players engaged.

For us, the key is listening to our customers and adapting quickly. As we strengthen our focus in EMEA in 2026, we’ll strengthen our ability to respond to market needs with swift, tailored solutions, ensuring our roadmap reflects both global insights and local player expectations.

How is IGT PlayDigital planning to distinguish itself in 2026?

MW: We have a bold vision for 2026, which centers on market-driven game development. By identifying what players want and what is expected to succeed commercially, we design games that fill market gaps with deliberate choices around features, pacing, and volatility.

With intentional design, data-driven decision making, and increased investment in the region, we’re positioned to deliver fresh, high-performing content that sets new standards for online gaming. Expect more innovation, more variety, and more unique iGaming experiences that feel fresh and exciting for players.