Te industry’s centre of gravity has been moving for some time. Many of the best-performing new slots of recent years are original: original
characters, original worlds, mechanics that became brands in their own right. Players made franchises out of games no film studio ever touched, because the games earned it round by round.
straightforward with owned IP because there is no third party in the room. When an operator in a newly regulated market needs a specific RTP band or a modified game option set to satisfy the local regulator, we adjust and recertify on our own timeline.
For studios operating at a high release cadence, ownership creates a further operational advantage. A weekly release schedule requires fast decision-making and predictable production cycles, both of which are easier to maintain when creative and commercial approvals remain in-house. Cadence is a promise to our operator partners, and ownership is what lets us keep it every week of the year.
WHERE LICENSED BRANDS STILL SHINE
Tere are, of course, situations where licensed IP can be exceptionally powerful. Te right brand can provide immediate recognition, help a supplier connect with a new audience and create opportunities across both online and retail environments. Some entertainment properties have demonstrated remarkable longevity in gaming, and when the brand, audience and game concept align, the results can be significant. Brands can open doors that a studio name alone cannot, particularly in markets or demographics where slot mechanics are not yet the primary draw.
For us, however, licensed IP is best viewed as a strategic tool
rather than the foundation of a content portfolio. From a long- term value perspective, the distinction is important: owned IP can continue to generate value, evolve into franchises and become part of the company’s underlying intellectual property portfolio, while licensed content remains dependent on the terms and duration of the underlying agreement. Both have a place. Only one compounds on the studio’s own balance sheet, and that is where we have chosen to concentrate our investment.
WHERE THIS ENDS UP
Te industry’s centre of gravity has been moving for some time. Many of the best-performing new slots of recent years are original: original characters, original worlds, mechanics that became brands in their own right. Players made franchises out of games no film studio ever touched, because the games earned it round by round.
Tat is the real lesson, and it is why we have invested so heavily in our own IP. In this market, a brand is not only something you can license. It is something you can earn, one release at a time, by shipping games players come back to. Licensed brands will keep playing their part, and played well they will keep delivering. But the most valuable IP a studio can hold is the IP that is still fully theirs when the game succeeds, because that is the value that keeps building long after launch week.
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