Proprietary Fuel
While some manufacturers maintain a balance between licensed and internal slot brands , others thrive on the proprietary game family
Some manufacturers rely chiefly on internal brands , many cultivated with brand refreshes multiple times . We asked several manufacturers the philosophy behind an emphasis on internal brands as opposed to licensed game families . Here are their responses :
Gerard Crosby Senior Vice President & Chief Games Product Officer , Konami Gaming , Inc .
“ Konami has some participation in licensed brands ; however , we ’ re very selective in the license opportunities we pursue . Our focus is on entertainment value for the player and long-term operational value for casinos , and Konami has historically been most successful in achieving those objectives through its iconic original brands , such as China Shores , All Aboard and Dragon ’ s Law , to name a few . Konami ’ s internal brands have strong , global resonance and proven success in the market , and we want to transfer that value onto our customers , while also giving players the game experiences they love and recognize . Certainly , we will continue to consider licensed brand opportunities . But more often , we ’ re investing in new development around popular Konami brands — which already have proven success and a fan following across primary slot player demographics .”
Mike Brennan Chief Product Officer , Bluberi
“ Internal brands and carefully shepherding intellectual properly are essential to Bluberi ’ s content strategy , our portfolio risk matrix , and our mantra of ‘ creativity within confines .’ We truly believe the value we can bring our customers , and essentially the value of our company , is highly dependent on our ability to not only sequelize and evolve our existing brands , but to create compelling new internal IP . One of our strengths at Bluberi is creating engaging characters , and the market has shown that players will gravitate towards well-executed slot characters . Add in the convergence of mechanics in our industry , and it becomes even more critical to stand out in a crowd with an engaging art theme , especially when there ’ s familiarity with that theme , by using internal game families .”
Jean Venneman Chief Operating Officer , Gaming Arts
“ Branded games have been seen on the slot floors for more than 25 years . However , branded games have primarily fallen into the ‘ premium / not for sale ’ category , which tends to be given by the operator a small percentage of the floor . So for Gaming Arts , having just celebrated four years since our first machine was installed on a casino floor , it doesn ’ t make sense to for us to invest in often expensive brands , for a small percentage of the slot floor . We have recently tested the waters with two branded games . We are in a stage in our evolution where we want to appeal to the main floor as a core game . The other challenge related to brands is the longevity they might have versus the development effort needed . To create a dynamic experience that would be expected from the players using the brand ’ s visual and audio cues requires a larger development lift than a more traditional video slot-type game with a nonbranded theme .”
“ As we build out our roadmap , it ’ s easier to plan for a brand extension , as the expectations from a game development side are clearer and there is a bit more creative freedom , whereas there can be certain restrictions when working with an external license .”
“ The rise of proprietary has been largely player-led ,” comments L & W ’ s Drane . “ We ’ ve seen these brands evolve . We ’ ve seen players want to experience them on different hardware and with different mechanics , and we ’ ve been honing and investing behind that kind of player-led brand strategy .”
Discerning Licenses
While most executives of these companies agree that we may never again match the glory days of entertainment themes of the early 2000s , there is definite evidence that licensed themes are on the rise , with several slot-makers revealing premium slots based on freshly minted licenses .
Aristocrat unveiled the first six games based on a license with the National Football League that was signed two years ago . IGT unveiled Whitney Houston , featuring footage of the late superstar ’ s performances on a new large-format cabinet designed specifically for the new premium title .
Light & Wonder debuted Squid Game , based on the popular Netflix series . Everi launched a two-game set based on The Mask , the Jim Carrey comedy . Even smaller manufacturers are getting in on the act , such as Gaming Arts ’ first licensed theme , Deal Or No Deal .
Meanwhile , the big slot-makers are milking their most popular licenses with the latest new entries into game families that have thrived for decades . Most notable is what is arguably the original licensed slot brand , IGT ’ s Wheel of Fortune . The manufacturer and Sony Pictures Television recently signed a 10-year extension on the exclusive slot rights , ensuring the 26-yearold theme will still be alive in 2034 .
New games in the franchise this year are headed by Wheel of Fortune Diamonds Deluxe , which brings the famous wheel bonus into the modern era with a persistence pot bonus and chances for wheel upgrades .
Jennifer Fales , vice president of global licensing and social casino for IGT , says the company devotes ample resources to its top brand . “ Given that Wheel of Fortune is such a franchise brand , we have dedicated hardware lines ,” Fales says . “ The hardware you see for Wheel of Fortune , you don ’ t see for anything else , primarily because of the wheel . So , for us , in the premium space , there is a lot of effort that goes into developments that are Wheel of Fortune only .”
“ Wheel of Fortune brings diversity and brings new ideas to the table ,”
24 Global Gaming Business NOVEMBER 2023