The stimulus for writing this piece was a story written elsewhere, about the Monopoly Casino. Launched in 2016 by the now Bally’s Corporation owned Gamesys, this is the only online casino in existence themed entirely around a pre-existing game franchise. But the big brains at Gamesys knew what they are doing, because when it comes to the gaming industry, Monopoly is arguably the safest brand licensing bet they could have taken.
1998 and the WMS Gaming slot machines
The piece I was reading told how the Monopoly franchise and casinos first came together in 1998, with the launch of the first of WMS Gaming’s line of Monopoly-branded slot machines. Named Most Innovative Gaming Product of 1999, within a couple of years, these were the most popular slots on the market.
Accurate as this recollection is, the WMS machines were not in fact the first of their kind. The AWP manufacturer, Maygay Machines, launched its Monopoly ‘fruit’ machines into the UK pub market some half a dozen years earlier. So early were they to the party that the licensing deal wasn’t even done with Hasbro because in 1992, Hasbro hadn’t yet acquired the UK publisher of Monopoly, John Waddington’s.
1992 and the first Monopoly UK AWP
Maygay’s Monopoly AWP was an absolute revelation. It was the first AWP to licence a huge brand, the first AWP to use a secondary ‘board game’ feature and that feature was aligned to the most iconic board game in history. As one who was around at the time, I can confirm that customers ordered that machine at first sight, often not even playing or testing its performance. It was a winner and they knew it.
Since those times, now over a quarter of a century ago, the wider gaming industry has seen dozens of incarnations of the Monopoly brand, targeting almost every possible audience. It is even McDonald’s most successful ever scratch card partnership! The franchise is very possibly the most successful licensed brand that gaming in all its forms has ever enjoyed.
Success with Monopoly is no accident
But these winning partnerships do not happen by chance. The Monopoly board game is a cultural icon, part of the fabric of all of our lives, with 300 million sets of the game sold to over 100 countries. Patented on Christmas Day 1935, its popularity has survived the arrival of the digital world, continuing to thrive through creative localised line extensions, numerous spin-off products and, of course, a hugely successful brand licensing division.
A unique online casino experience
MonopolyCasino.com – and its accompanying mobile app – is brilliantly designed in terms of graphics and offers players over 500 games. These obviously include several versions of classic table games such as roulette, baccarat and craps. A 00-36 model roulette wheel based on the board game itself sees numbers replaced with property names for those players seeking the full crossover experience!
Poker lovers are offered Wild Seat Poker, complete with mystery prizes, a 21st century version of classic Video Poker and regular opportunities to join Texas Hold’em tournaments with live hosts.
There are also eight versions of blackjack to choose from, including a live dealer option, one of a fantastic selection of live casino games. Bingo, Slingo and hundreds of slots options complete the menu on what must be one of online gaming’s most unique and best-loved platforms.
Synergies that can never be understated
The synergies between property trading and gambling, with elements of chance and fascinating character and places thrown into the mix, can never be understated. Charles Darrow patented the original game in 1935 before striking a manufacturing deal with Parker Brothers. Within a year, he had become the world’s first millionaire game designer. Millionaire game designers are probably ten-a-penny nowadays, but few can match the contribution made to gaming by the former heater salesman from Philadelphia!
