The strategy behind successful IP slots and how to make them appealing

Branded slot games have surged in popularity across the US, blending iconic IPs with engaging gameplay to capture both casual and committed players. These games represent a strategic opportunity for suppliers, from unlocking new revenue streams to strengthening market positions. In this roundtable, Andy Booth, Chief Product Officer at Games Global and Armen Tatarevic, VP Gaming at White Hat Studios, discuss what’s driving the rise of branded slots, how to navigate the creative and licensing challenges, and what real returns look like in an increasingly IP-driven landscape.

Q: What makes branded slot games especially appealing to US players, and how does familiarity with IP influence player behaviour?

Andy Booth - Branded slot games resonate strongly with US players because they offer familiarity in an entertainment-led market. Whether it’s a legendary franchise like Dungeons & Dragons or a culturally embedded sports brand like UFC, the connection is already there; players recognise the IP, trust its value, and are more likely to engage out of curiosity, nostalgia, or passion. This pre-established affinity lowers the barrier to entry and enhances initial trial rates.

What’s equally compelling is how branded slots serve as a bridge between traditional gaming and iGaming. In the US, where slot adoption is still maturing in many states, branded content allows us to meet fans of pop culture, sports and entertainment, and invite them into our world with content that they already love.

At Games Global, we’ve seen how this translates into performance. Engagement metrics on branded titles consistently excel upon launch, and retention is often stronger when the IP has deep emotional roots. Familiarity breeds trust, and in an environment of growing content saturation, trusted brands deliver standout value.

Armen Tatarevic - Branded content has proven an effective acquisition tool in the US, with recognizable IP providing a sense of familiarity that generates trust and encourages initial game sessions. Players, particularly those of a recreational nature, are more inclined to engage with products that are immediately identifiable, with famous themes, characters and soundtracks all contributing to building a familiar game environment. Ultimately, this alleviates a significant element of risk associated with creating an entirely new franchise. You can develop ideas based on market trends and perceived player preferences, but you can never be completely sure whether a new concept will resonate until post-launch.

By delivering a product centred around a household name in the entertainment industry, such as Ted or The Goonies, there is an existing element of trust in place, with nostalgia and brand loyalty ensuring maximum traction once the game hits the market.

Q: Licensing branded content can come with high costs and complex negotiations. How do studios justify the investment, and what kind of ROI are they seeing?

Andy Booth - Licensing a top-tier IP is a strategic investment and the ROI case hinges on more than just short-term game revenue. We evaluate our branded content by commercial metrics and also by what it means for our market position, operator relationships and player acquisition.

The upfront costs and legalities are significant, but the returns are clear. Our UFC and WWE partnerships have shown that when you align with brands that share your target demographic, you expand your audience exponentially.

Moreover, branded titles often create halo effects across a supplier’s portfolio. They drive traffic, increase game discovery, and can bolster your reputation as a premium content provider. This has helped us forge deeper partnerships with operators looking to differentiate their offering. When done right, branded content accelerates ROI not only through high-performing games, but by enhancing the commercial strength of the entire ecosystem.

Armen Tatarevic - The focus should not be on volume or pursuing any available IP deal. Instead, success lies in targeting specific brands that synergize with broader commercial goals. While it can be a time-consuming and complex process initially, if the right brands are identified and collaboration is approached with strategic intent, the investment will bear fruit in the long term. Well-executed IP content can be pivotal in amplifying awareness, extending market visibility, and elevating brand perception.

Branded games often serve as an introduction to a provider for new players, who are attracted to products that showcase their favorite TV show, movie, or artist in an entirely new light. This recognition facilitates first engagement, with these players likely to explore the wider portfolio following a positive brand experience. White Hat Studios has seen strong engagement and retention rates with our IP portfolio, suggesting new player appeal as well as traction with existing fans of the brand. This has been a crucial contributor to a record-breaking year of performance.

Q: With so many streaming hits and global franchises available, how do regional preferences influence which IPs to pursue?

Andy Booth - IP selection must be strategic and data-informed. Global popularity is only half the equation as regional resonance is what drives real performance. Our content roadmap reflects a blend of global appeal and local impact, guided by our network of over 40 studio partners and on-the-ground-intelligence in key markets.

In the US, for example, IPs tied to combat sports, iconic entertainment franchises, or nostalgic television shows dominate in terms of cultural capital. That’s why our UFC, WWE, and Assassin’s Creed titles make so much sense for North America, as does our Dungeons & Dragons POWER COMBO™ slot, which combines deep lore with US-facing mechanics. What’s essential is understanding why something resonates with a specific audience. The cultural connection, the generational appeal, and the format of the media all inform our decisions.

Armen Tatarevic - White Hat Studios consistently analyses US market trends and we tailor our roadmap according to regional player preferences. Typically, IP that revolves around culturally significant brands is the key to securing consumers’ attention. Take The Goonies, for example. The 1980s movie holds a special place in the heart of many Americans, and by effectively capturing the essence of adventure in the original, The Goonies™, and later iterations such as The Goonies Hey You Guys™, we have managed to capitalize on the brand’s wider cultural impact to fuel game performance.

However, it does not always revolve around nostalgia. New brands are consistently hitting the headlines in the entertainment industry in the media-driven 21st century, resulting in wave after wave of opportunities for branded content. Peaky Blinders is a relatively new phenomenon when compared to legacy franchises such as The Goonies and The Flintstones, but it has quickly garnered attention nationwide in the US. This led to the development and launch of Peaky Blinders™ and its sequel, Peaky Blinders™ 2: The Shelby Empire™, which harness the virality of the UK-based TV show and gives American players a new format in which to engage with the brand.

Q:Beyond player acquisition, how do branded slots contribute to long-term value for suppliers in terms of brand partnerships, portfolio differentiation, and market positioning?

Andy Booth - In a crowded market, operators are not just looking for volume but also standout content with built-in appeal. IP-based games act as tentpoles around which broader portfolios are promoted, lifting the performance of adjacent titles and strengthening player loyalty. Ultimately, the long-term value lies in the ecosystem they help create, where innovation and audience connection are baked into every release.

For Games Global, branded content is a core part of how we deliver on our promise to be the most trusted, creative and player-focused partner in iGaming. Working with household names like Hasbro, UFC, and Ubisoft has helped us build a shared vision for how gaming IP can be extended into real-money play. These relationships position us as a preferred partner for major licensors, which in turn gives our operator clients access to exclusive, differentiating content.

Armen Tatarevic - IP content is crucial for establishing a point of differentiation. In an increasingly competitive market, unique and exclusive brand partnerships add real value and depth to a portfolio, which fosters loyalty among players and increases their lifetime value. Acquisition is only the first step; what is equally important is retaining those players’ attention once the initial novelty subsides. By cultivating a collection of products revolving around a diverse array of iconic brands, a supplier can maximize its reach by appealing to numerous customer preferences.

Tying your brand to other respected names in the world of entertainment not only generates additional reach and visibility but also positions a supplier as a trusted developer in the space. This strategic alignment builds credibility, strengthens brand equity, and ultimately creates a more resilient, long-term player base. In a landscape where attention is limited and competition fierce, these meaningful IP partnerships can be the key to sustained engagement and growth.

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