Save The Princess

About Save The Princess

Play’n GO’s own framing points to the commercial logic behind the choice. “The Coin carries the game. It pays on the spot, it locks into Hold & Spin, it builds multipliers in Bonus Spins. Operators get a game players read quickly, and GO Ultra changes what the wheel can land,” said Magnus Wallentin, Games Ambassador at Play’n GO.

The observation about readability is the strategic point. Feature-dense slots can overwhelm newer players, and a shared trigger reduces the number of mechanics a player must track before understanding how the game rewards them.

The Coin also does more than open features. Six Coins open Hold & Spin with three Re-Spins, where Coins are the only symbols that can land. In that mode they lock into place, reset the respin counter with each new landing, and pay out their collected values when the respins run out. It’s a familiar Hold & Win framework kept intact rather than reinvented.

What is Save The Princess?

“Standing still was not the responsible choice,” Nally said when the market launched. “Albertans were already gambling. What we’re putting in place is a regulated market that will put player safety and player responsibility first.”

“At the end of the day, this is not about revenue. This is about channelization,” Nally added. “How much of that black market can we channelize into the legal, regulated market?”

According to Nally, approximately 70% of online gambling in Alberta occurred through unregulated operators prior to the July 13 launch, with the remaining 30% flowing through Play Alberta, the province’s sole legal platform at the time.

What is Save The Princess?

The first was direct marketing (emails, texts, push notifications). Citing randomised studies, the committee noted that limiting direct marketing resulted in reduced betting and fewer short-term harms. 

Referencing an Australian study on direct marketing and its link to gambling harms, Dr Philip Newall, senior lecturer at the University of Bristol noted that “causality was established by getting a random subset of participants to opt-out of receiving direct marketing offers”.

It was found that “this group then self-reported significantly lower expenditure and harms [ … ] over the next two weeks”.