Here’s a concise and professional summary of the roundtable discussion featuring Andy Booth (Games Global) and Armen Tatarevic (White Hat Studios) on the rise and impact of branded slot games in the US market:
Roundtable Summary: Branded Slot Games in the US – A Strategic Growth Engine
Branded slot games are becoming a cornerstone of growth and differentiation in the US iGaming landscape. In this roundtable, industry leaders Andy Booth (Chief Product Officer, Games Global) and Armen Tatarevic (VP Gaming, White Hat Studios) unpack the drivers behind this trend, the ROI of licensing major IPs, and how regional tastes shape IP strategies.
Why US Players Gravitate Toward Branded Slots
Booth and Tatarevic agree that familiarity and trust are central to the appeal of branded content. Recognizable IPs such as UFC, The Goonies, and Dungeons & Dragons resonate with US audiences by tapping into nostalgia, pop culture, and emotional affinity. This lowers entry barriers, boosts trial rates, and strengthens early engagement, especially important in states where iGaming adoption is still developing.
Branded games also serve as crossover touchpoints, pulling in fans of sports, TV, and film into the world of slots with an instantly recognizable wrapper.
Balancing Licensing Costs With Strategic ROI
While licensing top-tier IP comes with high upfront costs and complex negotiations, both executives emphasize that the returns go well beyond immediate game revenue. Booth explains that branded content can elevate a studio’s reputation, attract operator interest, and fuel portfolio-wide discovery.
Tatarevic reinforces that targeted IP selection is key—success lies not in volume, but in aligning with brands that amplify market visibility and have cultural traction. For both companies, branded games have proven to be high-performing acquisition and retention tools, contributing to long-term commercial success.
Regional Relevance and IP Selection
Both Booth and Tatarevic stress that regional preferences must guide IP strategy. In the US, combat sports, nostalgic 80s films, and newer viral franchises like Peaky Blinders perform particularly well. Games Global’s Assassin’s Creed and WWE titles, and White Hat’s The Goonies and Ted, are prime examples of how understanding cultural resonance enhances engagement and market fit.
Long-Term Value Beyond Acquisition
Branded slots aren’t just a launch-day draw—they’re cornerstones of brand positioning and portfolio differentiation. Booth describes them as “tentpole” titles that lift overall content performance and build operator partnerships. Tatarevic adds that IP content helps suppliers stand out in a crowded market, reinforcing credibility and driving deeper player loyalty.
By aligning with respected entertainment brands, studios not only attract players but position themselves as trusted, premium content providers—an increasingly vital asset in a competitive and attention-driven landscape.
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