The iGaming industry is witnessing a surge in branded IP slot games inspired by iconic films and television series. These games leverage the nostalgia and emotional connection players have with beloved franchises, driving engagement and loyalty. Armen Tatarevic, VP of Gaming at White Hat Studios, David Willis, Product Manager at Gaming Realms, Pedro Geppert, Brand & IP Director at Light & Wonder, and Javier Sacristan Franco, International Business Director at R. Franco Digital, discuss the creative and commercial implications of branded IP slots.

Q: What makes branded IP slot games such a compelling proposition for both players and providers?

Armen Tatarevic: Branded IP slot games attract players through familiar themes, characters, and storylines from popular films, TV shows, or even music stars, creating an instant connection and enhancing the gaming experience. For providers, these games often have a built-in marketing advantage—leveraging established fan bases, which can lead to higher player engagement and retention. For operators, they are a perfect acquisition tool as players love to play branded slots they’re familiar with. Depending on target demographic, operators might choose to position The Goonies in top positions to acquire casual players and the ‘80s lovers, or once the new Peaky Blinders season is released, our Peaky Blinders 2: The Shelby Empire, is a big eye-catcher to make use of the big marketing budget the show producers are pushing into the show.

David Willis: Gaming Realms' renowned Slingo mechanic offers a unique blend of slots and bingo, creating an innovative and strategic gaming experience. This distinctive approach makes player acquisition a prominent focus for us when compared to more traditional slot providers, as we invite players to explore a completely new gameplay style. When introducing players to a new gaming concept, branded IP games offer a familiar entry point. While the Slingo mechanic is novel, the recognisable theme, setting, or aesthetic of a popular brand can ease players into the experience, allowing them to quickly come to grips with the gameplay. Player retention remains high, with our products being so different to established norms, therefore we focus on acquisition, by creating games with pre-established fans. This allows us to reach new audiences and provide enough entertainment to turn them into long-term Slingo enthusiasts.

Javier Sacristan Franco: Players love the chance to play with their favourite characters and stories, making these types of games a more exciting, personal and familiar experience. By using recognisable IP from other forms of entertainment, providers gain access to a ready-made fan base. This means that more people are likely to try the game and keep playing, as they try to progress and uncover more and more elements of the IP through features and other gameplay elements. It is important to strategically select the right brand, but if the creative process is then executed properly, it can certainly lead to higher engagement and more consistent revenue.

Pedro Geppert: Well-known brands can open up opportunities for players who may feel unsure about committing their time to a particular game. A successful brand comes with a high degree of trust that has been built up with consumers and that trust is often transferred over to the product that utilises the brand look and feel. We can see that effect on player numbers, with branded games bringing in a large number of players, just as our top-performing franchise titles.

Q: What are the challenges in translating a beloved screen property into a slot game while maintaining its authenticity?

Armen Tatarevic: The biggest challenge is staying true to the essence of the IP. Fans are emotionally invested in these properties, and they expect us to respect that. Whether it's nailing the visuals, capturing the right audio cues, or bringing iconic characters to life, every detail matters. At the same time, we have to balance this authenticity with creating an engaging slot game. It’s not a passive experience like watching a movie—players expect interactive and rewarding gameplay. Add to that the regulatory constraints, and it becomes a fine art of creativity within limits. We pride ourselves on being the House of Brands - and I truly believe we live up to that name and expectations. There’s more amazing branded IP content to come out from White Hat Studios in 2025!

David Willis: Balancing authenticity and accessibility is a delicate challenge when adapting a popular IP into a Slingo game. We strive to honour the original brand by accurately capturing its essence through art, references, and the overall style. This approach resonates with existing fans who expect a faithful franchise representation when opening a branded title that they are familiar with. However, we also expect to attract our existing players who may be unfamiliar with the IP but are Slingo enthusiasts. To ensure a seamless gaming experience for everyone, we carefully balance brand nostalgia with innovative Slingo gameplay, creating a title that both excites longtime fans and welcomes newcomers.

Javier Sacristan Franco: It is crucial to stay true to a franchise’s feel while making the game fun and engaging. That is easier to state than to implement within a slot. It can be very tricky to find the right balance between the IP’s story – the essence of what makes it so popular – and gameplay mechanics which make the final content compelling for players. Even aside from this process, getting the licenses right and working alongside the owners of the IP can sometimes slow down the delivery to market. While it can be rewarding to bring this type of content to market, it is very often not straightforward and can demand the use of a lot of resources.

Pedro Geppert: One challenge is that most brands have to be adapted to fit the product. However, at the same time brands are successful because of the consistency they apply across all products. Balancing that need to adapt, while staying true to what the brand stands for, is not an easy task. Another challenge, in part related to the first one, is that we do not just want to put a logo on our games and simply use generic artwork. It is vital to be respectful to licensors and to be a good custodian of the brand, so we always do our utmost to create the best possible experience around it. Having said that, while recreating the look of a brand is relatively easy, recreating the feel is much harder and we only have a few seconds per spin to achieve this. Ultimately, we want players to walk away from the game happy, having brought back memories of what the brand means to them.

Q: What role does player nostalgia play in driving long-term engagement for these games?

Armen Tatarevic: Nostalgia is a powerful driver of engagement. For many players, seeing characters from the 80s and 90s—icons from their childhood or formative years—immediately sparks an emotional connection. These characters evoke fond memories, and that sense of familiarity draws players in. What keeps them engaged is how we combine that nostalgia with innovative slot mechanics. Whether it’s transforming a beloved character’s signature move into a bonus feature or recreating a memorable scene as a random modifier, we’re finding new ways to blend familiarity with fresh, exciting gameplay. It’s about taking what people love and presenting it in a way they’ve never seen before and want to keep seeing while they play the game.

David Willis: Nostalgia plays a pivotal role for us in the cyclical resurgence of branded games. Games like Slingo Discovery Shark Week and Slingo Deadliest Catch experience spikes in player numbers during the respective themed week or a new series launching of the show in question. This demonstrates how nostalgia for specific shows or events can rekindle interest in older games. This cyclical nature of nostalgia-driven gameplay offers long-term engagement opportunities, keeping titles relevant and profitable even years after their initial release. Long-term engagement can also be fostered by players who have developed a lifelong affinity for a brand and integrate the slot game into their ongoing enjoyment of the IP. Other releases like Slingo SPACE INVADERS and Tetris Slingo, not only create nostalgia for the titles they are inspired by but the entire arcade cabinet portfolio along with the culture around them. This allows players to enjoy the now antiquated form of entertainment in a new way, further solidifying the position of the game as a long-term success, because of the nostalgia we have embedded within them.

Javier Sacristan Franco: Nostalgia keeps players coming back because they enjoy the connection to the past and the positive connotations this brings. Many of the most successful games based on a particular IP appeal to a specific demographic by focusing on a particular time period. There is also a trust element involved in choosing an instantly recognisable thumbnail from the lobby of a casino. Familiar characters, music, and scenes remind players of why they loved the franchise in the first place, encouraging long-term play.

Pedro Geppert: Nostalgia is a huge factor to get players into a game but if the actual game isn't up to par, it is likely not enough to keep them. Fans of a brand can be loyal and forgiving if they can see the effort behind a product, but can be equally critical if the product does not live up to expectations. We look at it as an 80/20 proposition. Initially, the brand does 80% of the work but once a player is in, that will shift to 20% and the actual game itself will provide the remaining 80%. The brand still helps though and if done right, will give the game the edge over similar titles.

Q: What marketing opportunities does a branded slot game unlock that a non-branded game might not offer?

Armen Tatarevic: With a strong, well-known IP, you’re tapping into a pre-existing audience that already loves the brand, making awareness and interest much easier to generate. It also opens doors for cross-promotion. For example, if the game ties into a movie, we can align its release with the movie premiere or suggest promotions and strategic positioning for already-released games. This approach extends the game’s life cycle by leveraging movements in the movie industry. Branded games also carry a certain prestige—players naturally associate them with quality due to the name recognition. And let’s not forget the merchandising opportunities. There’s a lot operators can do with promoting White Hat Studios’ Ted titles for example, a VIP player favorite. Ted Afterparty is coming out in Q1 2025, an addition to the everloved speaking teddy bear franchise, which will provide amazing marketing opportunities for our partners.

David Willis: As a provider, leveraging a well-established brand offers numerous marketing opportunities. Engaging social media posts, captivating press releases, and exciting affiliate campaigns can generate pre-release buzz and build anticipation. However, the primary marketing efforts often come from operator partners. Branded titles empower operators to implement effective CRM marketing strategies, using the familiar IP to retain existing players and attract new ones. By prominently featuring the branded slot in their campaigns, operators can capitalise on the nostalgic appeal and player loyalty associated with the IP, driving long-term engagement and revenue.

Javier Sacristan Franco: The established fan base of the brand provides built-in marketing opportunities and the chance to gain a wider reach than would be the case with a slot designed from scratch. Promotional tie-ins with movies, TV shows and events in popular culture boost visibility and interest and online casinos are always keen to highlight this kind of content. It’s also a lot easier to generate media coverage and social media buzz, helping to attract even more players.

Pedro Geppert: It allows operators to tap into existing activities around the brand. Be that a new movie launch, or a new season of a TV series, such as Squid Game. Our latest game, Squid Game Gganbu, will launch shortly after season two airs on Netflix. This means that operators will be able to join in on the momentum and attention the brand will undoubtedly receive.

Q:What trends do you foresee in the branded IP slot space, and how do you think it will evolve in the coming years?

Armen Tatarevic: One of the biggest trends is the increasing number of slot providers entering the branded IP space. As more companies recognize the value of well-loved properties, we’re seeing a surge in partnerships with TV shows, movies, and even video games, of not such well known IPs and going into niche sectors. Another exciting shift is the crossover between land-based and online slots. Classic IPs that have long been successful in brick-and-mortar casinos are making their way online, bringing a new generation of players into the fold. Conversely, we’re also seeing popular online IPs transitioning to physical slot machines, which is a great way to expand their reach. This interplay between digital and physical gaming spaces is going to shape the future of branded slots, creating more seamless experiences for players wherever they choose to engage.

David Willis: As the US market specifically continues to become more prominent, we anticipate a surge in the popularity of branded IPs in the industry. US players often gravitate towards familiar brands, with the country as a whole being more corporately influenced than the rest of the world, meaning branded titles could be a strategic move to capture this market. However, it is crucial to maintain the same level of quality and dedication to gameplay as we do with our original titles. There's a risk of branded games being perceived as rushed, low-effort cash grabs that rely solely on brand recognition to attract players. Such a strategy could quickly alienate players and diminish the overall impact of IP-based titles. To ensure long-term success, we must prioritise quality and innovation, even when working with established brands.

Javier Sacristan Franco: More immersive experiences like VR and AR could make these game types even more interactive. In the future, we might see deeper stories within games, giving players more of an opportunity to explore and creating an extra layer of depth to the experience. I also believe that games that work across multiple platforms will become more common going forward, allowing players to enjoy their favourite IP anywhere and at any time.

Pedro Geppert: We look at brands fitting into one of three buckets. One is full of brands that have a high level of nostalgia and appeal to a certain age demographic. Another one is for brands that have seemingly come out of nowhere and are currently in the cultural mainstream. The last one is for brands that are very much targeting a specific country or a niche audience. A lot of the nostalgic brands have already been activated in the iGaming space, or are currently not available, so we think there is room for the pop culture and the niche bracket to step in and take some of that share. With time, those can then become evergreen brands themselves, so that sounds to us like an exciting future to be a part of.

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