Industry focus: Consistency key with branded games

Industry focus: Consistency key with branded games

Tuesday, August 25, 2015 Totally Gaming
iSoftBet outlines challenges and opportunities of Basic Instinct launch

Launching a game with the branding of a popular film or TV show can prove to be a major attraction, but the challenge is to ensure longevity beyond the initial impact, according to iSoftBet’s group sales and business development manager, Luci Apostolou.

The online and mobile casino games supplier, which already offers slots such as Rambo, 24 and Platoon, recently revealed that Paddy Power had become the latest operator to add Basic Instinct to its library.

iSoftBet has found that players are drawn to games relating to brands with which they relate, and long-standing fans may well seek out products bearing the name of the 1992 Michael Douglas and Sharon Stone blockbuster or Sylvestor Stallone’s Rambo films.

“We've found that in general our branded content is a huge draw for operators and players alike,” Apostolou told TotallyGaming.com. “Our brands have consistently performed well across our customer base, but that's not to say that our original games are outshone by the big brands.

“Both our branded and non-branded games come jam-packed with stunning visual effects and innovative features, so even beyond the visual impact of a brand, players continue to get the same great entertainment value from every one of our products.”

iSoftBet takes its branded offering seriously and devotes a section of its website to such a diverse range of games as horror film Hansel & Gretel: Witch Hunters and teen show Beverly Hills 90210.

Basic Instinct came about after iSoftBet acquired the rights from StudioCanal, and Apostolou said that it was important to link the game to the film through consistency.

“At iSoftBet we’ve worked hard to build relationships with a number of renowned TV and film studios and the opportunity to create a Basic Instinct slot was one that we couldn't let pass us by,” she said.

“Developing a branded title such as Basic Instinct involves lengthy conversations between ourselves and the studios to ensure that the game remains in keeping with the themes of the original movie and really does the brand justice.

“With Basic Instinct we definitely hit the nail on the head and the game has consistently performed.”

Basic Instinct was actually released more than two years ago, and the fact Paddy Power has just chosen to offer it with a series of promotions proves that it is possible to create slot games that can perform over a long period of time.

“When we develop our branded content, the aim is always to create a game with longevity that players can keep coming back to year on year, and Basic Instinct is a prime example of this,” said Apostolou.

“The movie still has a huge fan following, so it's no surprise that players are keen to relive the nostalgia of the original movie in a new and exciting format.

“We were obviously thrilled that Paddy Power decided to add Basic Instinct to their portfolio as their first iSoftBet branded title, and given its success on all of our other customer sites we have no doubt that the game will perform well.”

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