Trustly Unveils Next Generation of Pay N Play® at ICE 2025

Trustly, the global leader in Pay by Bank, has announced the next generation of its groundbreaking payment technology, Pay N Play®. The enhanced solution is expected to reduce average login time from 48 seconds to under 10 seconds while delivering lightning-fast transactions, seamless onboarding, and personalized player experiences. The announcement takes center stage at ICE 2025 in Barcelona, the leading event in the gaming industry. 

The original Pay N Play®, launched in 2015, changed the game with its unparalleled speed. It reduced the onboarding time by connecting players to their bank accounts, and enabling payments in a logged-out state. Today Trustly–a pioneering company founded to address the challenges faced by gaming operators and players–unveiled the latest iteration of its solution, now enhanced by its cutting-edge, industry-leading data capabilities. 

Trustly’s proprietary data engine, Azura, which has already transformed the shopping industry, creates a network effect by enabling consumers who opt-in with one merchant to be recognised across all other sites offering Trustly’s technology. This seamless recognition minimizes friction and accelerates transactions, making them up to twice as fast while boosting average transaction value by 10%. 

By harnessing the power of Trustly Azura and an innovative identification feature, the upgraded Pay N Play® will enable returning players to log in within 10 seconds and seamlessly combine logins and deposits into a single flow, allowing them to start playing in less than 20 seconds. For operators, this innovation offers a chance to boost conversion rates and enhance player experiences, all without requiring additional development for operators using Trustly. 

Jussi Lindberg, Chief Revenue Officer at Trustly, said: “As the trusted pioneers of Pay N Play®, we have consistently addressed key challenges in the gaming industry while driving innovation. A decade after reshaping the industry, we’re proud to introduce the latest evolution in player engagement, inspired by valuable feedback from our clients. The new solution redefines the player experience, boosts operator conversion rates, reduces friction, and integrates seamlessly for rapid adoption by existing customers.” 

Trustly’s technology has been embraced by some of the world’s largest gaming operators, including Bet365, Flutter, William Hill, Betway, LeoVegas, Betsson, Kindred, and Entain. With Trustly’s Pay by Bank platform, players can deposit funds instantly from their bank accounts while seamlessly consenting to share data with operators. This streamlined process not only enhances convenience but also significantly boosts payment security for both players and operators.

Trustly will pilot its Azura-powered Pay N Play® with select operators in 2025, setting the stage for a broader rollout.