Upscaling
David Mann, CEO, Playnetic
One way to get into the gaming industry is to get into sports. Back in the day, that’s what David Mann did to get a job with William Hill sportsbook. Mann rounded the bases from there, going from retail branches of the betting business to become CEO of Maltese game manufacturer Swinnt. In January 2026, Mann assumed the same leadership position at rival entertainment firm Playnetic.
“The main difference” between the two “is the scale and stage of the company,” says Mann, a native of Central Scotland. “(Playnetic is) much larger here, with three times the headcount, but further back in our journey, with much less distribution and reach than Swinnt. However, we’re seeing rapid growth over the last few months and consistent positive feedback from the industry.”
Playnetic has resisted spreading itself too thin and is focusing instead on games that resonate and already-strong relationships. “Likely we will push more into the Romanian market by end of the year, alongside our growing presence in Sweden and Italy,” Mann says. That growth aside, the company’s move to U.S. markets is still down the road, he says. “It’s a lot of work and investment, and we have other markets to reach first.”
Again, it’s all about scale. The limited number of iCasino states have strong revenue numbers but the barriers to entry, including cost, are significantly higher. That’s “understandable,” says Mann, “but it takes much more time to move into the U.S.”
Given these forces, what does he foresee in the future? “I expect cross-platform gambling modes to grow, such as the convergence of sports betting and broadcasting, and industry-adjacent products to incorporate gambling in other ways.”
With the launch of 40 new games and a library of more than 100 historical titles, Playnetic believes the best games are born from collaboration. “That’s why we’ve established our in-house game development studio that brings creative visions to life,” Mann says. “Our talented team comes not just from an online gambling background but from all corners of the gaming entertainment world, boasting in-depth knowledge of fields as diverse as social gaming, compliance and AAA game production.”
The home studios debuted eight new game titles at ICE 2026 in January. Players will enjoy adventures across the globe and through time, from the bustling markets of Marrakesh and the golden sands of a tropical beach to prehistoric jungles and mystical Arabian kingdoms. And Santa. The company will also bring back Jack Ryder in the Bazaar of Wealth.
So many achievements in such a short time period are a testament to the vision, talent and dedication of the team, Mann says. “These are all key factors in my decision to take on this new challenge. Our studio teams are among the best in the industry and we have some exciting plans.”
