Licensors of all sorts continue to try their luck in the slots category, with musicians being a particularly vibrant property type in this arena. Musical acts typically enter the category in one (or more) of the following ways:
- Branded games for casinos. Madonna and her agent Epic Rights licensed Aristocrat for a line of casino slots tied to the Madonna brand. Each game under the deal is inspired by one of the artist’s songs, as is typical for this sort of agreement.
- Online slots. Aerosmith signed with Zynga for Aerosmith Hit It Rich!, while Mötorhead forged a partnership with NetEnt to star in the third of three music-based games in the NetEntRocks—The Tour series. Epic represents Aerosmith; Global Merchandising Services handles Mötorhead.
- Content. Rapper Pitbull teamed with Bally and appears in the latter’s Playboy-branded games. Playboy previously had a separate deal in place with Pitbull for co-branded content, experiential initiatives, and products, in addition to its pre-existing deal with Bally.
Musicians are not the only IP holders to bet on the slots category, of course. Other deals in this sector over the past year and a half have involved properties ranging from Tetris and Tarzan to Seinfeld, Anchorman, and Betty White.