Branded Slots: The Impact of Licensed Trademarks in the iGaming Sector

In a sector as competitive as iGaming, developers need to get creative to stand out. They launch new features, adopt unique mechanics, and create eye-catching visuals. But there’s another way, one that combines attention-grabbing visuals and features and incorporates familiar branding.

Branded slots give players a sense of the familiar while allowing developers to utilize instantly recognizable trademarks. In this guide, we’ll look at this popular category, discuss how to play licensed branded slots online, and highlight why they’re so popular. 

What is a branded slot machine?

Before we look at the specifics, let’s get one thing out of the way: what are branded slots?

A branded slot is a game that builds its theme around a popular TV series, movie, band, or other aspect of pop culture.

Classic slot games like Classic Chilli 100 focus on retro visuals and gameplay. Seasonal slots target specific holidays, such as Lucky Easter 27 Hold and Win and Lucky Xmas Box. But for branded slots, it’s all about the trademark and the elements that encompass it.

If it’s a TV show, the slot may adopt the theme music as its soundtrack. The cast become the symbols and the catchphrases the sound effects. Memorable episodes or moments are then spun into bonus features.

How the iGaming industry has used branded slots over the years

It’s hard to pinpoint when the first branded slot appeared. However, we can point to a period in which these slots became the norm.

In 2009, Playtech signed a deal with Marvel to create slots based on its superhero characters. A succession of superhero slots followed, including ones based on Iron Man, the Fantastic Four, the Avengers, and the Incredible Hulk.

The games were popular, and other developers took notice. Before long, everyone wanted a piece of the action. Slot providers signed official license agreements with TV networks, movie franchises, and rock bands to create a highly competitive branded slot market.

All intellectual properties were fair game—if it was popular and recognizable, developers were eager to turn it into a slot. We’ve since seen slots based on everything from video games (Tomb Raider) to sports stars (Ronaldinho) and game shows (Deal or No Deal, Who Wants to Be a Millionaire?).

In 2017, Playtech’s deal expired, and Marvel’s new owners, Disney, pulled the plug. Playtech transformed its superhero slots into the Age of the Gods series, with superheroes seamlessly shifting to their Greek god counterparts. By then, however, branded TV slots, movie slots, and music slots were in full swing, and often ranked as some of the most popular types of online slots.

Why are branded slots so popular?

Branded slots capture the attention of a dedicated audience. Fans of a TV series want to play, see, and buy everything to do with that series. It’s also why licensed video games and memorabilia are so popular.

There’s a sense of familiarity. Players know the characters and recognize the sounds and soundbites. They also get excited when they recognize a particular moment, such as an iconic scene woven into a bonus round.

If they are huge fans, they may have formed an emotional connection with the intellectual property or its characters. What’s more, that connection increases the engagement factor. Players already know the setting and characters. They’re already engaged. As a result, they are more likely to stick around and keep playing.

Branded slots combine two different entertainment forms to create a new level of engagement. They encourage slot fans to indulge in their love of a particular show, movie, band, or individual in a different format.

As with seasonal holiday-themed slots, there may also be higher engagement during specific periods. Just as Christmas slots like Xmas Lucky Time Hold and Win get a boost during the festive period, branded slots may experience higher player numbers when new TV episodes are aired, or sequels are announced.

The categories of branded slot machines

Other than the licensed use of an intellectual property, there are no strict criteria for branded slots. Some have jackpots, such as the Jackpot King system on Blueprint Gaming’s The Goonies, and some even add Megaways, as seen in Beetlejuice Megaways by Light & Wonder.

The types of branded slots, therefore, are often defined by the license they use. See the table below for the most common types, along with examples of themed slots currently available:

‍

‍

What are branded slots from a developer’s perspective?

To a player, a branded slot is a familiar game based on a beloved intellectual property. To a developer, it’s a game that requires a lot of thought, some sizable contracts, and painstaking attention to detail.

In the video gaming sector, licensed games are notorious for being rushed. They usually underperform and are poorly reviewed. In the online gaming industry, they tend to utilize the best features and include eye-catching graphics.

It’s because a video game release is often timed for the release of the film. Publishers want to capitalize on the film’s marketing and initial success. A slot game, however, may not hit the market until years and even decades later. Slot providers have time to develop games that players will love, and as they spent a lot of money on the license, developers want to make sure it’s well-received.

The Goonies slot, for example, launched over 30 years after the film. It’s an iconic movie that many people remember fondly. Fans likely wouldn’t have taken kindly to a game that cheapened those memories, so the developer went above and beyond to make it unique.

Slot providers can’t simply slap some recognizable images and characters on the slot and call it a day. In fact, some branded slots don’t even use images from the franchise in question. Game of Thrones from Microgaming didn’t even use characters from the TV show and chose instead to focus on emblems, flags, and general vibes.

Prioritizing gameplay for all players

Gameplay is key in branded slot development. In navigating the slot game development process, the iGaming studio needs to think about how the average non-fan will approach the slot, as well as how diehard fans will react. After all, it doesn’t matter how good it looks or how familiar it feels—if it’s not fun, people won’t play it.

Only when they have successfully navigated these elements can they think about operator slot integration and the promotional tools that go with it.

The licenses and agreement behind branded slots

To create a branded slot, the studio first needs a license. They often have to go through production companies, producers, studios, or publishers, and will sign expensive and strictly defined official license agreements.

These agreements outline the cost, as well as the length of the deal, and any specifics regarding what the slot provider can and can’t use. 

As noted above, these deals can become problematic. Playtech was forced to pivot and rebrand all of its Marvel slots when its deal ended and wasn’t renewed. It’s one of the risks that developers take when dealing with intellectual properties.

They could also experience a sharp drop-off in revenue if the license in question is associated with bad publicity or if the anticipated hype behind new branded slots fails to take off.

However, those risks are worth it for many developers. Licensing agreements are essential for branded slots. Developers are also free to use anything that has passed into the public domain, but that doesn’t happen until the copyright protection expires, which happens over 70 years after the creator’s death.

How operators benefit from offering branded slots

Familiarity is key in the iGaming business. There are thousands of online slot machines out there, and oftentimes, the ones that stand out are the ones that players recognize. They may lean more towards slots with familiar themes, such as the warrior themes in Lucky and Brave Fortune and Lucky Legion Hold and Win, or simply choose a game from a show/movie they watch or a band they like.

It offers a new level of engagement in an existing art form. As a result, it’s easier to promote, it attracts more players, and it offers greater player retention.

The 1spin4win development process

At 1spin4win, we take a different approach to slot game development. We focus on bringing elements of classic slots into the modern environment. We’re targeting the familiar, but doing so in a new, engaging, and entertaining way.

Retro 432 Ways, for example, hits all the right nostalgic notes, but introduces a huge 432 ways to win, along with an RTP of 97.4%. What’s more, we have free demo slots versions for all of our titles, and are constantly releasing new games to keep players happy and operators supplied.

FAQs

What is a branded slot game?

Branded slots are slot games that use intellectual properties, such as from TV shows or movies, to create a familiar experience.

Why are branded slots popular?

They are popular because they have instantly recognizable slot themes. Players also love to immerse themselves in their favorite show or movie.

What are the types of branded slots?

Branded slots can include features such as jackpots, cascading reels, and Megaways, but are often defined by the intellectual property they use. Types include movies, music, sports, TV series, and game shows.

Do online branded slots have licensing agreements?

Yes, if the trademark/copyright is active, the iGaming provider must acquire a license before developing the slot.

How do slot providers ensure branded slots are fun?

They spend a lot of time crafting something that fans and newcomers will like. They may also incorporate many striking visual elements, as well as popular features and jackpots.