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.

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In our latest CasinoBeats roundtable, we speak to David Willis, Head of Product and Content at Gaming Realms, and Andrew Booth, Chief Product Officer at Games Global, about the opportunities these titles offer and what it takes to create a blockbuster slot experience.   

CasinoBeats: How do you choose what brands to partner with to ensure a great slot experience? 

David Willis: Selecting the right brands to collaborate with can be a meticulous process. We strategically evaluate each IP to ensure it resonates with our audience and aligns with our Slingo vision. The Gaming Realms team is a diverse hub of talent which thrives on multimedia experiences, this means we can draw from the team’s expertise in gaming, TV, film, and beyond when choosing which brands to partner with.

The rich blend of perspectives fuels our ability to identify potential hits and create truly captivating Slingo titles inspired by a variety of IPs. Our deep-rooted connection with our audience, many of whom have been Slingo fans for over a decade, provides us with unparalleled insights. This innate understanding of our players empowers us to identify and deliver content that truly resonates.

Andrew Booth: When selecting brands to partner with, we prioritise those that have a strong, recognisable identity and a loyal fan base. We look for brands that offer rich narratives and iconic elements that can be seamlessly integrated into a slot game format.

This ensures that the final product not only appeals to existing fans but also translates effectively into an engaging and entertaining slot experience. Our goal is to create a collaborative relationship where the game enhances both brands.

CB: How does the development experience differ when collaborating with an established brand outside the RMG space?

AB: Collaborating with an established brand outside the RMG space involves a more intricate development process. We need to deeply understand the partner’s essence, its visual and thematic elements, and what makes it special to its audience.

This often means working closely with the brand’s creators to ensure authenticity and respect for the original material. Additionally, there’s a greater emphasis on meeting standards and expectations, which includes rigorous approval processes and creative negotiation.

DW: While established IPs offer a recognisable foundation, transitioning these brands into the Slingo format, an entirely new medium, can present unique challenges. To address this, we proactively engage with collaborators, sharing drafts, sketches, and ideas to ensure early alignment with brand guidelines and avoid costly rework. This means the initial creation of a title can take longer when compared to developing an entirely new IP. 

Ironically, what some may see as constraints through working with a brand often sparks innovation. For instance, Tetris Slingo, our first cluster-paying title, emerged from working with the Tetris brand and wanting to bring the Tetris playstyle to Slingo. We view these challenges as opportunities to push the boundaries of Slingo and innovate on our proven formula.

CB: Is there a danger of focusing too much on the IP brand rather than the slot experience when creating branded slots? 

DW: While traditional slot providers may grapple with the challenge of adapting familiar IPs in a balanced way, our player base expects to enjoy the traditional Slingo format.

Our unique approach involves seamlessly integrating IP elements into the core Slingo gameplay, often elevating them to a prominent role in the game’s design or bonus rounds. This strategy allows us to create fresh and exciting experiences while staying true to the heart of the Slingo genre, ensuring that our players’ expectations are consistently met.

AB: Balancing the appeal of a well-known IP with the mechanics of a high-quality slot game is crucial. While a strong brand can draw players in, it’s the gaming experience that keeps them engaged. We strive to integrate the partner in ways that enhance gameplay.

By focusing on creating immersive and rewarding experiences, we ensure that the IP adds value without compromising the core elements that make a slot game enjoyable and engaging.

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Through the partnership with Greentube, Admiral Casino users will now be able to play Gaming Realms’ Slingo titles such as Slingo Sweet Bonanza, Slingo Starburst, Slingo Reel King and Slingo Da Vinci Diamonds.

“The UK is an important market for us and taking our content live with Admiral Casino, a well-respected and established operator in the space, is a fantastic achievement,” noted Gareth Scott, Chief Commercial Officer at Gaming Realms.

“Our games are continuing to grow in popularity in the UK and we are thrilled to take further market share and reach new audiences with this deal.”

Gaming Realms’ partnership with Greentube’s Admiral Casino is a continuation of the gaming content provider’s distribution expansion across the globe, which also includes a recent deal with bet365 across several markets.

Richard Poole, Director of B2C Operation at Greentube UK, added: “Gaming Realms’ content is a perfect addition to our online casino as it combines numerous popular elements that appeal to a wide demographic of players.

“We are always looking for new and unique titles to introduce to our customers and Gaming Realms ticks all the boxes.”

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Fresh off the company voicing significant confidence after reflecting on its H1 performance, this latest tie-up will see the online casino and sports betting operator gain an additional content uplift.

“Gaming Realms offers unique content that resonates with a wide demographic of players, providing entertainment from the slots and bingo sectors,” stated Geoffroy Villiot, Head of CRM Operations at Betclic Group.

“This collaboration will see us add a new and attractive proposition to our site and we are thrilled to be the first operator to launch their games in Portugal.”

The igaming supplier will integrate a range of Slingo titles into the Betclic platform, with these including games such as Slingo Starburst, Slingo Sweet Bonanza and Slingo SuperSpin.

In addition to hailing Betclic as the “perfect partner” to begin a Portuguese journey alongside, this latest market entry is said to represent “an important step” amid wider plans to deepen the Gaming Realms foothold across an array of jurisdictions.

“Entering Portugal is a huge milestone for Gaming Realms and is testament to our commitment to distribution across regulated markets globally,” added Gareth Scott, Chief Commercial Officer at Gaming Realms.

“We see great potential in the Portuguese market and introducing our content with Betclic, a prominent and well-established brand in the market, is a fantastic way to make our introduction in the country.” 

Earlier in the week, Gaming Realms voiced significant confidence in achieving maintained growth through the remainder of the year, with the company’s board said to be “comfortable with market expectations around FY23 financial performance”. 

Total revenue increased 36 per cent to £11.5m (2022: £8.5m), with licensing revenue recording a 46 per cent uptick to £9.8m (2022: £6.7m). The group’s social segment declined by two percentage points to £1.8m.

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Across a first half of the year that saw the group launch with 25 partners and submit licences in British Columbia and South Africa, total revenue increased 36 per cent to £11.5m (2022: £8.5m).

Furthermore, the sixth month time frame, which also brought receipt of Swedish certification, saw Gaming Realms’ licensing revenue record a 46 per cent uptick to £9.8m (2022: £6.7m).

Content licensing continued a streak of consecutive half years of growth that now stands at 12 to close the January to June time frame at £8.8m, up 37 per cent from £6.4m.

Europe continues to be the largest contributor courtesy of a 45 per cent increase, with North America advancing 37 per cent to account for a 45 per cent slice that is spearheaded by New Jersey.

Brand licensing soared to £1m (2022: £300,000), while revenue from the group’s social segment slightly declined by two percentage points to £1.8m.

Profit before tax grew 74 per cent to £2.4m (2022: £1.4m) and adjusted EBITDA closed at £4.8m, up 37 per cent from £3.5m. Net cash at the period’s end increased 54 per cent to £4.5m (2022: £2.9m), which Gaming Realms said is “demonstrating the cash generative nature of the group’s business model”.

Following the close of the reporting period, licensing revenue stands 20 per cent ahead during July and August compared to the same period one year earlier..

“We have delivered a strong first half performance as we have grown our international licensing business with the launch of our innovative Slingo content to a growing number of partners and players,” noted Mark Segal, Gaming Realms’ Chief Executive Officer.

 “The group has a strong pipeline of new business and the outlook for the group remains positive. We are seeing growth in our existing partnerships coupled with new operator, product and market launches, which gives us great confidence in terms of the longer term prospects for the business.”

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This has seen the company report an expectation to reach revenue in the region of £11.4m through the time frame, which would represent an increase of 34 per cent. It is anticipated that adjusted EBITDA will reach £4.6m, up 32 per cent. 

The group’s performance through the six month period is aligned to the continued growth of the group’s licensing business, which enhanced market share across numerous jurisdictions via the addition of 25 partners and five additional Slingo titles.

Detailing progress across North America, Gaming Realms cited an array of highlights, which include Slingo Originals launches via Betway, OLG and LeoVegas in Ontario, Flutter Entertainment’s Pokerstars in New Jersey and the Boyd Gaming owned Stardust Casino in Pennsylvania. 

This momentum was also evidenced across Europe, with a Swedish B2B certification complemented by tie-ups with Bet365 in the UK, 888 in Romania and Spain, Betflag in Italy and Betsson and William Hill’s Mr Green in Denmark.

Furthermore, optimism is also expressed at a pair of licensing agreements for Tetris and Space Invaders, which are expected to launch during Q4, in addition to an alliance with Entain regarding Slingo Bingo that was developed in-house with UK exclusivity and went live in May 2023.

“We are delighted to report strong performance in the first half of 2023, demonstrating our ability to deliver consistent growth from our ever-expanding games portfolio across existing and new markets,” commented Mark Segal, Chief Executive Officer of Gaming Realms.

“As we advance into the second half of 2023, we believe the momentum will continue, backed by our strong commercial pipeline, and that we will meet our full year targets.” 

As a result of the above, Gaming Realms’ board had stressed confidence that the group is on track to meet its full-year targets. Interim results are to be published during the week commencing September 11, 2023.

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As the former noted confidence that the bingo and slots hybrid “will resonate” with its audience, the developer voiced excitement at building on “an immense amount of growth in recent years” across the country. This recently saw Gaming Realms align with GoldenPark in Spain.

“We are thrilled to be building upon our successful partnership with SkillOnNet by launching our high-quality titles with them alongside Slingo.es,” explained Ian Robson, Commercial Account Manager at Gaming Realms.

“Already proving a triumph across other jurisdictions such as the UK, Slingo.es will offer players a familiar platform to enjoy a variety of verticals and games on.

“The Spanish market has provided the Slingo brand with an immense amount of growth in recent years and launching our advanced platform there, whilst simultaneously offering even more places to enjoy our portfolio, will allow both new and existing players to become more familiar with our offering.” 

As a result of this latest partnership, Slingo content will become integrated with over 30 Spain focused SkillOnNet brands, which includes the flagship PlayUZU offering.

Among the titles that fall within Gaming Realms’ Slingo catalogue are Slingo Rainbow Riches and Slingo Extreme, as well as branded offerings such as Slingo Monopoly and Slingo Deal or No Deal.

“Slingo games have proved to be a smash hit in each new market we’ve taken them to, and we’re certain that they will resonate with a Spanish audience,” stated Jani Kontturi, Head of Games at SkillOnNet.

“Most of all, we’re excited that games that revolutionised the online casino space almost 30 years ago are finally coming to Spain. When it comes to fusing bingo, slots and social gaming, Slingo is the original and still the best.” 

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The online gaming content developer, which has also reflected on “a great achievement”, will take a selection of its titles live with the and-based and online brand.

This has seen games, such as Slingo Sweet Bonanza, Slingo Startburst, Slingo Reel King and Slingo Da Vinci Diamond, become immediately available to players, with an added selection set to be added in due course.

Andrés García, Director of Operations at GoldenPark, said: “Having a diversified offering is key to standing out in a crowded marketplace. 

“By offering our players Gaming Realms’ unique portfolio we add a new level of entertainment to our online casino that will strengthen our proposition and attract a new audience.”

Gaming Realms has pinpointed the Spanish online gaming market as representing “a key region for the company’s commercial growth plans,” with the company looking to maintain its pace of expansion across “the flourishing European market”.

“Having only entered the Spanish market last year, we have significantly grown our presence recently and the Slingo content is really starting to resonate with the local audience,” stated Mariachiara Lagravinese, Regional Account Manager at Gaming Realms.

“Taking our games live with GoldenPark is a great achievement for us and a testament to the growing popularity of our content in the market and we are excited to further build on this partnership.”

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While the partnership has already produced a number of Slingo titles based on King Show Games slots, such as Stinkin Rich Slingo and Lucky Larry’s Lobstermania Slingo, the deal has been extended to allow the two entities to continue developing these releases. 

Craig Falciglia, Director, Business Development at Gaming Realms, stated: “Extending our already successful partnership with King Show Games was a natural progression of our agreement, having already produced multiple hit games like Lucky Larry Lobstermania Slingo and Stinkin Rich Slingo.

“We are excited to begin developing additional content with the King Show Games team and we are confident players are equally enthusiastic to see an innovative Slingo version of some of King Show Games’ most popular slots.”  

Upon signing this deal extension, Gaming Realms has begun to develop its first progressive jackpot title that will utilise King Show Games Lobstermania brand. 

Bradley Berman, President at King Show Games, added: “We are pleased to expand our already fruitful partnership with Gaming Realms to bring more of our successful game brands to players across the globe.

“This collaboration introduces new players to our game brands for the first time and also provides exciting new gameplay experiences for our existing fans.”

Having recently published its financial results for 2022, Gaming Realms praised an “exceptional year” that saw the igaming provider finish with strong revenue and profit before tax.

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Under the terms of the alliance agreement, the duo will work together to create a Slingo Space Invaders title, with Gaming Realms utilising Taito’s IP of the 1978 titles, considered to be “one of the most influential video games of all time”. 

Craig Falciglia, Director, Business Development of Gaming Realms, commented: “We are thrilled to be working with Taito on this exciting new project, combining the timeless appeal of Space Invaders with the unique gameplay of Slingo to create an immersive and engaging gaming experience for all players.”

Gaming Realms’ will launch Slingo Space Invaders through its international operating partners, as well as across its social publishing business.

This latest agreement coincides with numerous other titles that harness the popularity of blockbuster IPs that have received a Slingo interpretation. These include Slingo Deadliest Catch, Slingo Shark Week and Slingo Deal Or No Deal.

Tsuyoshi Nishiwaki, Executive Officer of Taito Corporation, commented: “With Space Invaders celebrating its 45th anniversary this year, we are overjoyed that it still brings fresh experiences to new audiences and gaming formats. 

“We feel that Slingo and Space Invaders will make a great partnership, and we are excited to see our iconic pixelated Invader characters manifest in this established platform.”

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