A Brand Agreements Year To Remember for Microgaming

By Ben Hamill - December 05 2019

2019 has been quite the year for leading online casino developer Microgaming. The company not only brought us some of the best slots available online today and at a variety of regulated operators all over the world, but Microgaming has also been absolutely focused on establishing a host of significant new brand agreements.

If there’s an entertainment brand name that’s made news headlines in 2019, then Microgaming is sure to be found in there somewhere. This is evident from all that the world-class developer has been able to achieve in terms of brand partnerships signed over the course of the past 12 months.

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The Best Of The Best

It would be near impossible, not to mention unfair, to single out just one brand agreement to have made the biggest impact on the company. But needless to say, the agreement with HBO that licensed the casino giant to develop an online slot based on the smash-hit series Game of Thrones, ranks right up there with the best of them. The game is true to the HBO franchise and includes a variety of brand elements straight out of the popular show.

HBO’s global licencing products are sold all over the world and especially Europe. For Microgaming to have secured the type of deal that motions exclusive slot development rights, there will have had to be quite the impression made on HBO’s brand administrators.

Lara Croft And More

Another significant deal to have gone down this year was the extension of the longest brand-partnership present in the industry today; that of the brand agreement between Microgaming and Square Enix, for the slots development rights to the latter’s Lara Croft proprietary brand. Microgaming earlier on this year extended the partnership with Square Enix, thereby securing the rights to develop a 3rd Lara Croft slot game, namely Lara Croft® Temples and Tombs. Microgaming first turned the Lara Croft brand into slots gold when it signed the first of the deals with Square Enix back in 2004. It at the time obtained the rights to develop the industry’s first ever licensed and branded slot game shortly before releasing Lara Croft: Tomb Raider® during that year.

But there were any more brand agreements signed in addition to the ones mentioned above. These include a new agreement with the owners of the Village People (music band) brand. This was the agreement that gave us Village People® Village Moves.

When looking ahead to 2020, its going to be interesting to see what other brand partnerships the industry’s top developer will be setting its sights on.

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