Scientific Games and Hasbro expand game licensing deal
News on 10 Jan 2014
News on 10 Jan 2014
Scientific Games Corporation and game designer and provider Hasbro, Inc. have expanded an earlier licensing agreement between the two companies to provide Scientific Games with access to new channels of distribution, additional brands and extended geographic territories.
The amendments expand the existing Scientific Games lottery and subsidiary WMS Gaming slot machine licence agreements to extend the brands to real-money internet wagering and to now include many Hasbro brands in social casino gaming channels of distribution.
The agreements feature a number of popular Hasbro brands, including Monopoly, one of the most well-recognised and successful licensed gaming entertainment brands in the world.
The duration of these licensing agreements has also been extended from 2017 through 2020, with a potential additional three-year extension.
“Expanding our licensing agreements and working more comprehensively with one of our most valued licensees allows us to build on our strong brand presence in the lottery and casino gaming world,” said Mark Blecher, senior vice president, digital gaming at Hasbro.
“We’ve enjoyed a long and mutually rewarding relationship with both Scientific Games and WMS and their combination presents us with exciting opportunities as we centralize key brands with one licensee across multiple gaming distribution channels.”
WMS and Scientific Games have independently held portfolio licensing agreements with Hasbro since 1997 and 2003, respectively. The Monopoly brand has been the number one licensed brand in the lottery industry and has become among the top licensed brands in slot machines during the course of these licenses.
Under the expanded license agreements, Scientific Games has also secured the rights to licence seven additional Hasbro brands for its slot machine portfolio, and expanded the territories for its lottery licensing rights.
“We know the importance of convergence in today’s marketing environment, so we are gratified to expand our relationship with Hasbro and leverage opportunities that will arise from employing Hasbro brands with strong consumer appeal across multiple channels simultaneously,” said Steve Saferin, chief creative officer for Scientific Games.
“The acquisition of WMS has enabled Scientific Games to extend and expand its licenses with Hasbro and to create a one-stop solution for lottery, casino and online gaming for gaming operators.”
