G2E PREVIEW IGT By Jennifer Fales, IGT VP Global Brand Licensing and Social Casino O
perators worldwide are under increasing pressures to diversify their floors with unique gaming experiences, personalization and modern-day convenience. In today’s digital era, savvy consumers have come to expect experience continuity across platforms and channels. The pandemic accelerated this trend, yet the momentum was building in this direction for many years. This ubiquitous cultural shift continues to impact the global gaming sector. One way operators are addressing this player expectation is by offering players compelling, cross-platform content. Some days a player may wish to visit a casino and enjoy the roar of WHEEL-OF- FORTUNE! in a shared, high-energy environment, while on other days they may prefer to enjoy a few spins from the comfort of their home, or perhaps on the train during a morning commute. As suppliers, it’s incumbent upon us to answer that call and create high- quality games that deliver a cohesive experience anytime, anywhere.
CONTENT MIGRATION TO DRIVE RESULT
The notion of content migration is not new to the gaming industry, but it has certainly elevated in importance in line with increased smart phone reliance and the growing iGaming market. For years, proprietary brands such as Cleopatra, Double Diamond and Wolf Run have excelled in land-based and online environments. The built-in player affinity from land-based casinos makes these games particularly attractive to players, expanding player touchpoints and often serving as an incentive for players to try their favorite game in a new format. Online operators are often eager to offer their players the most popular land-based games as soon as they can.
From a licensing perspective, it was not long ago that land-based casino rights and online casino rights were
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separately negotiated. In fact, it was not uncommon for two separate suppliers to own the rights to a brand: one supplier for one vertical, and a different supplier for the other. Today, it is commonplace to include both land-based and online rights when working with licensors and it’s an expectation that top brands will cross into both sectors. IGT’s Wheel of Fortune was among the industry’s first licensed properties to launch in the online space. Today, the game family continues to top online game performance charts and, in many ways, is the gold standard for content evolution and innovation. Last year, BetMGM launched the first licensed brand-led casino in North America with “Wheel of Fortune Casino” and IGT introduced the first omnichannel wide-area progress in the U.S. with Wheel of Fortune Triple Gold Gold Spin in New Jersey. Wheel of Fortune is just one of several IGT licensed properties that entertain players in both space – Ghostbusters, The Price is Right, and Whitney Houston (coming soon!) are some of the notable others. Large-scale enterprise operators are leading the way in terms of cross-selling exceptional omnichannel content and leveraging it for differentiation.
REINVENTING THE WHEEL This year, IGT has taken its content migration strategy to the next level with one of the most successful slot brands of all time – Wheel of Fortune. For more than 25 years, players around the world have embraced the iconic game family that has become near-synonymous with life-changing jackpots. With the re-launch of the Wheel of Fortune TV show with host Ryan Seacrest and the kick-off to IGT’s new ten-year contract with Sony Pictures Television, there is no better time to expand the reach of the brand and help operators maximize its appeal while simultaneously catering to the desires and expectations of players. G2E 2024 will be the global debut for Wheel of Fortune-branded video poker, electronic table games (ETG) and video lottery terminal (VLT) content. These dazzling games will complement 11 new Wheel of Fortune slots titles and be featured in a spectacular “Wheel of Fortune Zone” within IGT’s G2E exhibition. These portfolio highlights demonstrate the ultimate feat in content migration and we look forward to sharing it with our global customers. Take, for example, the Wheel of Fortune ETG product: it’s reasonable to believe that a loyal Wheel of Fortune slots player will see the solution’s towering “wheel” on a gaming floor and expend their casino experiences to include ETGs. A similar argument can be made for video poker, a segment where IGT has held strong leadership for many years. Picture a vibrant Wheel of Fortune Zone on a gaming floor, full of Wheel of Fortune games in multiple verticals – the ultimate way to differentiate a property.
EVOLVING WITH PURPOSE As operators and suppliers aspire to stay ahead of evolving player preferences and an increasingly digitally integrated world, evolution is paramount. Content migration has been central to the success of global online gaming growth and will remain a cornerstone of the player experience for years to come. The Wheel of Fortune portfolio expansion is a shining example of this principle in practice, and we look forward to sharing it with operators and players worldwide.
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