The online betting industry experienced inconceivable growth since the pandemic hit and, thanks to this, punters have more choices than they could wish for. Operators pop up from everywhere and software providers release games so often it is a challenge to stay ahead of the new updates. This creates a different kind of problem for patrons and providers - the paradox of choice.
Having too many options can cause choice-paralysis or anxiety for the person who needs to choose between a boundless list of options. Developers and platform providers remove this anxiety by creating content that stands out in specific market segments. The question is - How do you stand out in a crowd filled with so many similar products?
International Game Technology (IGT) recently announced one way they plan to stand out with their omnichannel lottery games. Wrestling fans will pick these games above others in a heartbeat as the WWE-branded games will attract the franchise’s massive global following.
A Distinguishing Move
The astounding expansion of the online casino industry may even throw well-versed gamblers off their game as new games roll in constantly and platform libraries become overwhelming to scroll through. Branded gaming can make the action of choosing a game that much easier for punters as it automatically attracts them to something they are already a fan of.
For instance, IGT’s agreement with World Wrestling Entertainment (WWE) comes with the advantage of an established fan base. Shows from the franchise reach over 900 million homes worldwide and their following stretches over three decades. This makes it a multi-generation group of WWE fans who will identify with the branded lottery games.
Jay Gendron, IGT’s chief operating officer for their lottery division, commented:
“The WWE brand has broad appeal that reaches diverse age groups, and cultural demographics in many geographies. IGT looks forward to melding the unique WWE assets with IGT’s lottery expertise to create appealing, high-quality games and second-chance promotional opportunities for our global customers and their players.”
IGT will feature WWE logos, superstars, and branded events for the duration of the multi-year deal. What more could a WWE fan want from an online casino?
Happy Gamblers
The WWE assets will make IGT the obvious choice for lottery games, which increases their market share with the wrestling brand’s variety of fans. This also has the potential to engage consumers who were not aware of IGT lottery games, as their WWE heroes will draw attention to it. IGT aims to incorporate the unique branding material with their top-tier lotto games and second-chance marketing strategies.
This is how providers create games that make punters smile. Gamblers enjoy games more because they get to experience the love they have for their favourite wrestlers, actors, or movie characters while playing a game of chance. It presents punters with a familiar object, which creates comfort and the feeling that they are understood and valued.
Collaborations of this size do more than just expand a provider’s positioning. The knowledge found when two experienced forces combine will lead to compelling igaming content and create loyal and passionate customers.
More Branded Content
This is not the first deal of its kind in the online gambling industry and if we weigh the advantages, there will be many more to come. Sport, movie, and music fans can enjoy igaming with some of their best brands linked to it. In the last quarter of 2021, Unibet announced its partnership with the Pittsburgh Steelers and incorporated the team into their live dealer offering.
Classic movie fans can enjoy a Stephen Spielberg inspired video slot released by Blueprint Gaming. The Goonies Return is an exciting spinner with some of the original movie’s audio and visual effects included making it a unique slot experience.
If you binged the drama series, Game of Thrones, the branded video slot will be a great one for you to experience too. Or how about rocking out with your favourite bands on NetEnt’s Motorhead and Guns N' Roses slots?
There truly is a branded casino game for every punter, to suit every playing style, and to accommodate every budget.
A Worthwhile Collaboration
To avoid becoming that needle in the haystack of providers and games, developers need to release unique content regularly. Through deals such as the IGT and WWE branded lotto games, players and providers get unique and satisfying content.
