The Next Big Casino Marketing Drive? Bringing Games Shows to Your Home

The Next Big Casino Marketing Drive? Bringing Games Shows to Your Home

Online casinos have long embraced the idea of using branded content for crossover appeal. Just over 15 years ago, the first branded slot machine, Tomb Raider slots, appeared online. Appealing to fans of the Lara Croft franchise, it was a smash-hit in terms of popularity. As such, today it’s easy to find games branded with all types of pop culture: Game of Thrones, Superman, Guns N’ Roses, The Matrix, Jimi Hendrix, Elvis, Family Guy, Rocky, Rick & Morty – you name it.

However, these branded games are arguably more effective when the content is woven into the fabric of the game. What we mean by that is that it’s not just stylistic branding for the sake of it. Instead, the developers use the source material to complement and augment the gameplay. Developers seem to know this too, and they seem to have realised that the best way to do it is through TV game show casino games.

Britain’s Got Talent is Available at Playtech Casinos

A good example is the Britain’s Got Talent game show slots. You can check out BGT games with offers at in the UK to see what it’s all about, but it’s easy to imagine how the tv talent show lends itself to fun gameplay. You can win prizes in the Live Show Bonus by choosing your act – Dance, Music, Novelty – as well as play various other BGT-related features. It perfectly encapsulates the idea of going beyond branding as an aesthetic exercise.

Another example would be Who Wants to Be a Millionaire games. As far as we can see, there are three such officially-licenced WWTBAM games online: Mystery Box and Megaways, both from Big Time Gaming, and a classic version from Playtech. Although those three games are all different in design and gameplay, they all incorporate elements of the ultra-popular quiz show. Climbing up the money ladder, phone-a-friend, 50:50 and ask the audience – they all combine to create the WWTBAM experience at the online casino.

It seems, however, that software developers have looked at the popularity of these game-show influenced creations and decided to go one step further – bring them to the live casino. It was one of the most important innovations of the 2010s to bring live casino games – blackjack, poker, roulette, etc., – online in the mid-2010s. And yet, having perfected the delivery of card and table games with real dealers, developers have begun to roll out games in the game show format.

For instance, you now have Deal or No Deal Live available at casinos with Evolution Gaming software. The game is almost identical to the television game show, which became a huge hit for Noel Edmunds and Endemol in the mid-2000s. If you have watched the show, and felt you could “beat the banker”, then this might be the type of casino game you’d enjoy. Be warned, though, the nature of the game means that it is volatile and, thus, high risk.

Monopoly Live Has Become a Huge Success

Perhaps the most successful – and most inventive – examples of this game-show style live casino experience comes with Monopoly Live. Yes, it’s not a tv game show, being instead based on the classic board game, but the live studio format suits the spectacular game. The most intriguing action takes place during the Monopoly bonus round, where the game is played out a3D augmented reality board.

Most of the games mentioned here are relatively new, and it seems to be a growing trend to bring the game show format to players’ PCs and smartphones. Where will it go next? We can’t be sure, but there is a likelihood that the use of VR/AR technology will prompt developers to keep trying to bring these types of games to the market. Developers are pouring millions into VR research. So, there is every chance that the experience will get even more “real” in the coming years. If you have ever thought of applying to go on a tv game show, the easiest way to do it might be to log into a casino.



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