What Are Branded Slots and Why Are They so Popular?

There’s one thing online gambling doesn’t lack, and that’s an inspiration. Just about any theme that comes to your mind has been used in a slot game. But few things can draw the players’ attention, like branded slots.

Branded slots are games based on a recognisable aspect of modern pop culture, such as television, cartoons, books, music, celebrities, and superheroes.

For developers, creating a branded slot may be a bit pricey due to licensing fees, which is why developers try to add more ideas and resources into such a game. The goal is to make the project worthwhile.

Today, we’re going to explore the exciting world of branded slots, learn more about them and discuss the reasons behind their popularity.

What are Branded Slots?

This is the first question we need to answer before moving any further. As we already mentioned, a branded slot is a game based on a movie, television series, music, or any other aspect of pop culture. Unlike releases featuring Chinese or Egyptian themes, branded slots are instantly recognisable. There’s more to it as the brand they draw their inspiration from carries a specific power to attract new customers. On the other hand, slot developers benefit from creating such titles, as players can instantly relate to them.

How It All Started?

Microgaming launched the first-ever branded slot in 2004. Titled Lara Croft: Tomb Raider, the game attracted lots of attention and became a smashing hit. Following its success, Microgaming added a couple of more slots featuring Lara Croft, including Lara Croft: Temples and Tombs. The gaming giant has amassed an admirable portfolio of branded slots, with Jurassic Park Gold being one of the most recent additions.

The first branded slot from NetEnt was Frankenstein, which hit the market in mid-2011. Since then, we’ve seen lots of such titles based on various themes. The list of NetEnt’s branded slots includes games inspired by popular television series like Vikings, Narcos, and Knight Rider, popular bands like Guns ‘n Roses, and world-famous chef Gordon Ramsay.

With an explosion of branded casino slots, Big Time Gaming released Who Wants to Be a Millionaire Megaways in late 2018.

Playtech boasts an extensive lineup of branded slots. The company used to offer Marvel games, but they no longer exist following its acquisition by Disney. Luckily, players can enjoy DC Comics slots, including The Dark Knight Rises and Suicide Squad.

Reasons behind the Popularity of Branded Slots

Branded slots are extremely popular due to players’ loyalty to a specific brand. They also include familiar themes and graphics, together with popular songs or even soundtracks.

Online casinos and casino game providers love branded slots, as the fact they’re instantly recognisable makes them a perfect addition. They often stand out among other slot releases and have an additional appeal compared to other generically themed games.

Game of Thrones is the perfect example. Microgaming has already launched the slot game based on this popular television series. And if you’re a fan of the series and looking for a slot to enjoy, you’ll likely choose the Game of Thrones slot over other games, even if it features the same game mechanic.

Should You Play Branded Slots?

Branded slots come with certain advantages and disadvantages. Since creating such games comes with licensing fees and image rights, providers pay a certain percentage of profits generated through a specific game. For example, Playtech pays a portion of earnings to Warner Bros. to use the rights for DC Comics.

This can affect the game’s RTP, resulting in a lower payback for slot lovers. Some games have been cancelled, as they couldn’t justify the high fees paid to the brand’s owner. But that’s not always the case. Some releases, such as Jurassic Park from Microgaming, have a payout percentage of 96.67%. That’s the same, if not better, compared to unbranded releases.