Slot machines, crash games like JetX, and casinos are no strangers to branded content. To be clear, this discussion won’t focus on branded IPs, like Big Bass or Book of Dead. Instead, it will cover external IPs from partnerships that introduced them to gambling.
NetEnt is a studio famous for branded content. For almost ten years, it has published titles from Columbia, Fox, and Universal. Branded content is not new. Early releases like Dracula, Conan, and Jimi Hendrix prove it.
Yet, there has been a noticeable shift in recent developments. Consider Games Global teaming up with WWE. Inspired unveiled its Terminator slots. Aristocrat introduced the House of the Dragon slot machine.
What’s the common thread here? A key factor is how these brands connect with specific audiences. The industry evolves, using popular IPs to attract diverse players. Whether it’s a crash game like JetX or branded slots.
What Have We Learnt About Branded IPs so far?
As stated earlier, branded content in slots is nothing new. NetEnt released Gordon Ramsay’s Hell’s Kitchen in 2021, Jumanji in 2018, and Guns N’ Roses in 2016. So, they’ve been around for half a generation.
Using familiar content is a solid strategy for any industry, not the gambling world. It will connect an audience with a new product, no matter their experience with the new media. Pokémon Go’s mobile success was huge. It drew a diverse audience, thanks to the Pokémon IP. It’s not Pokémon either. Marvel has entered the mobile RPG scene with its licensed content. Meanwhile, One Piece dominates in Japan and China.
A good IP will support your product and attract an audience. But, this synergy must be woven together from the start.
Pokémon, Marvel, and One Piece can draw an audience to a game. Their fans are likely interested in gaming. Yet, gambling is different. Few people would list slot games as one of their interests.
Games Global VS WWE
There is a link between sports and betting. So, the partnership between Games Global and WWE seems a natural fit. Games Global has a track record with UFC games. They’re popular. UFC Gold Blitz Extreme features stars like Conor McGregor and Amanda Nunes.
It wasn’t surprising to hear about three WWE-themed online slots. They will start with WWE Bonus Rumble: Gold Blitz in August. Games Global has reached millennials and Gen Z with its first crash game, FlyX. It was released last summer.
With this momentum, we may soon see more sports-themed games for millennials.
Aristocrat Bends the Knee for House of the Dragon
Game of Thrones ended controversially in 2019, leaving fans divided. Its prequel, House of the Dragon, follows the Targaryen family’s rise and fall.
While House of the Dragon might seem unusual for a slot game, Aristocrat has succeeded with this IP. It’s their third release in the series, following Game of Thrones: Winter is Here and King’s Landing. Aristocrat keeps investing in Game of Thrones slots, despite a poor fit with fans. This proves the franchise’s appeal.
Conclusion
Branded IP gambling games are rising. Recent releases include:
- Frankenstein and Squid Game from Light & Wonder.
- UFC Gold Blitz Extreme from Games Global
- Anime-themed slots from Sega Sammy.
This trend isn’t slowing down any time soon.
Why the surge in branded content? A big reason is the growing Gen Z audience. Titles like Hell’s Kitchen and Jumanji appeal to Millennials. Guns ‘N Roses connects with Boomers. But, these don’t resonate as much with Gen Z players.
Branded content cleverly attracts new players. It does so by tapping into their loyalty to familiar shows, games, and products. Gambling companies are breaking barriers. They’re drawing in new fans by offering games based on popular IPs that Gen Z loves.
Expect even more branded releases. Studies show that Gen Z and Millennials see IPs as part of their identity. These games are a perfect match for the evolving market.
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