Erik Hellström, Play’n GO: “We’re committed to expanding our portfolio of features, and that absolutely includes our bingo games”

In an exclusive interview with Focus Gaming News, Erik Hellström, Game Strategy Specialist at Play’n GO, explains why the company returned to bingo with Tome of Madness Bingo, and how the hybrid title fits its long-term product strategy.

Exclusive interview.- Play’n GO has made a notable return to bingo games with the launch of Tome of Madness Bingo, reviving one of its most recognisable franchises in a new format.

In this exclusive interview with Focus Gaming News, Erik Hellström, game strategy specialist at Play’n GO, discusses the strategic timing behind the release, the evolution of the global bingo landscape, and how hybrid concepts fit into the studio’s broader product roadmap for 2025 and beyond.

Play’n GO has not released a new bingo title in several years. What made this the right moment to re-enter the bingo vertical?

In short, we’ve been waiting for the right opportunity. Just because we hadn’t released a new bingo title for a little while, it doesn’t mean that we haven’t been looking for the right fit. With Tome of Madness Bingo, we saw a chance to bring a much loved slot game into the bingo space in a really creative way we know fans will love.

Why did you choose to extend one of your most iconic series with Tome of Madness Bingo?

We take a lot of pride in the worlds and characters we’ve created over the years, and we’re always looking for unique ways to reshape them for players. That includes twists, stories and reasons to engage. That’s exactly what drove us with Tome of Madness Bingo. We wanted to give existing fans something genuinely different while also opening the door for new players to discover our bingo titles. That discovery works both ways, so existing Riche Wilde fans, as well as players already enjoying our bingo games, get to try something new.

“[With Tome of Madness Bingo] we wanted to give existing fans something genuinely different while also opening the door for new players to discover our bingo titles.”

Erik Hellström, game strategy specialist at Play’n GO.

From your perspective, how has the global bingo landscape evolved, and what opportunities does it present today?

This varies a lot by market, but there are plenty of places where bingo is still an extremely high-performing vertical. We’ve seen a great deal of innovation in the sector, but at the same time more traditional bingo games have maintained their appeal. It’s a big part of why we continue to build for this genre.

What key innovations or gameplay elements make this new bingo title stand out for both seasoned players and newcomers?

I’d say the real standout in Tome of Madness Bingo is the hybrid itself. We’re taking one of the most recognisable and iconic slot titles in the world and one of our most beloved characters, and placing them squarely in the bingo universe. Watching Rich Wilde defend the world from Cthulhu not with ancient spells but with bingo cards creates a playful narrative twist that instantly sets this title apart. It offers long-time fans something fresh and newcomers an engaging path into the fun.

“I’d say the real standout in Tome of Madness Bingo is the hybrid itself.”

Erik Hellström, game strategy specialist at Play’n GO.

How does Tomb of Madness Bingo align with Play’n GO’s broader product strategy for 2025 and beyond?

We’re committed to expanding our portfolio of features, and that absolutely includes our bingo games. We’ve seen some really strong performances from titles like Sweet Alchemy Bingo and Rainforest Magic Bingo, and we intend to continue to build upon this success. We’re always looking for fresh ideas to connect with players, and we believe bingo is an important part of the process.

In terms of player engagement, what KPIs or early indicators will you focus on to measure the game’s success?

Our goals are always high, particularly whenever Riche Wilde makes another appearance in a Play’n GO game. We know what we’re capable of and always try to achieve great things. We’re watching a range of metrics, but our biggest hope is that this title introduces new players to the joys of bingo. I’d love to see it become as big a fan-favourite as the original Tome of Madness!