Many slot studios are partnering with blockbuster brands to utilise popular IP in games. Titles influenced by Squid Game, Tetris, Space Invaders, and UFC are just some recent launches in the online casino space.
In the concluding part of our latest roundtable, Andrew Booth, Chief Product Officer at Games Global, and David Willis, Head of Product and Content at Gaming Realms, continue the discussion by looking at if such titles enjoy a larger life span than counterparts, as well as looking at IP slots from an audience perspective.
CasinoBeats: What demographic does slots using IP from popular franchises attract the most – new audiences that are fans of the brand or established slot players?
Andrew Booth: Branded slots tend to attract a diverse audience. On one hand, fans of the brand who might not typically play slots are drawn to the game out of loyalty and curiosity. On the other hand, established slot players appreciate the fresh themes and recognisable elements that these branded games offer. This dual appeal helps us expand our player base, bringing new audiences in while providing something novel and exciting for our existing players.
David Willis: Leveraging the power of established IPs is a strategic approach for Gaming Realms and is predominantly used as an acquisition tool to introduce new players and audiences to our games. For instance, fans of iconic franchises like Space Invaders may be drawn to our Slingo iteration simply due to brand recognition, providing an opportunity to engage a wider player base.
Moreover, by creatively adapting core elements from these classic games into the slot medium, we can offer a unique and compelling experience that both respects the original IP and showcases our innovative titles potentially turning them into long-term fans of our games.
CB: Have you seen proof of IP slots having more longevity than other titles?
DW: Concrete, data-driven evidence is always valuable. The performance of our IP-inspired titles offers compelling anecdotal support for the improved longevity and appeal of these games. For example, Slingo Davinci Diamonds continues to be a top-performing title in Italy despite its 2022 launch, demonstrating the enduring appeal of well-executed IP integrations.
Additionally, the sustained popularity of Slingo Gold Cash and Slingo Hot Roll in the US, as well as the global success of Slingo Centurion, underscore the power of IP-driven Slingo games in capturing and retaining player interest long after their initial release.
AB: It’s a great question and comes with two answers. We’ve had some amazing external IP partnerships where we’ve seen great long-term success with partnerships like Lara Croft, Jurassic Park, and Jurassic World. These recognisable IPs are perfect for operators to use for the acquisition of players who recognise and are fans of these brands.
Adding new partners like UFC into our portfolio will only help us to grow in this space and provide our operators with acquisition opportunities through providing their players with exciting new branded games.
Our own IP where we have internal franchise games like the Thunderstruck series, Immortal Romance series, 9 Masks series and our progressive brands Mega Moolah, WowPot and King Millions also have a major part to play in the long-term success for Games Global.
We are focused on securing brand partnerships with top tier external IPs and marrying them with our own top tier internal IPs, which we know players love and recognise as much as UFC and other brands.
Both have a huge part to play in our operators’ success and that of our own, but more importantly the IP franchises provide our operators’ players with exciting games that leverage the recognition of these global entities.
CB: Are there particular markets where audiences are more drawn to blockbuster games?
AB: Blockbuster games perform well globally, but we do see some regional preferences and understanding these regional preferences helps us tailor our offerings to maximise appeal and engagement across different markets.
DW: The US market exhibits a particular affinity for blockbuster IP-driven games, comparatively outperforming many other regions. This can be attributed to several factors, including a natural cultural alignment with strong brands and IPs, as well as the historical influence of branded titles within the traditional Las Vegas casino landscape.
The UK also demonstrates a strong appetite for IP-based games, however, this preference may be partly explained by the nature of the IPs we typically select, which often resonate and have an established history with both the US and UK audiences.
