Last year there were 176 million cinema admissions in the United Kingdom – the second-highest figure since the turn of the millennium. Which is impressive, considering that the average Briton spends more than 30 hours a week watching television.
These figures dispel the popular myth that more and more people are turning away from cinemas and their television screens for entertainment. In fact, industry statistics show that more growth is on the cards for both Film & TV.
Whilst there is a myriad of reasons for the continued growth of these two industries, one unexpected factor in their growth is partnerships with gambling companies. If you have ever logged onto an online casino you will undoubtedly have come across numerous slots based on films and TV series.
In this article we will take a close look at those partnerships, exploring why they are beneficial to both parties and how they suit the needs of film junkies, TV enthusiasts and dedicated gamblers alike.
Gambling Partnerships Explained
The British gambling industry is a financial behemoth with annual revenues of just under £15 billion. One of the main factors behind that impressive performance is the sector’s adaptability and its willingness to explore new options.
In recent years there has been a huge paradigm shift in the British gambling industry, with most gamblers moving online. Whilst this has led to a boost in the profits of online operators, it has also caused problems for some established names.
10 years ago, the biggest online casinos only had to worry about a handful of other online competitors, nowadays there are hundreds, if not thousands of companies all vying for a slice of the action. That’s why it is useful to use a site that lists the best slots sites all with a list of their offers and promotions.
One way that gambling companies have moved to capture larger audiences is by teaming up with famous Film & TV brands to produce branded slot games. This is one of the main tactics that established online gambling companies are using to stave off the challenge of new slots sites.
How Does It Work?
Quite simply, an online casino will reach out to a major movie franchise or a cult TV show and bid to use their brand, rights, logo and music in their upcoming slot machine releases. Like everything, these discussions often come down to money with marketing teams relinquishing their licences to the highest bidder.
After a license has been granted, the online casino will then set about designing a slot based on that movie or TV show. All the basic tenets of a slot machine will remain, but the name, design, characters and music will all be based on the film or TV show.
One major boost to the online casino that seals the rights to the film or TV show is that once the slot has been produced, none of their competitors can use any of the branding associated with that particular piece of work.
In short, it gives the successful online casino exclusivity to a lucrative market of avid fans and aficionados.
Who Benefits Most?
It may be tempting to think of the gambling industry as the metaphorical Oliver Twist in this exchange, going to a movie’s marketing team cap-in-hand sheepishly muttering “Please Sir, I want some more”.
But it’s important to remember that the giant in this exchange is undoubtedly the gambling industry, with revenues and a customer base that vastly outstrips both Film & TV. So, it’s not as simple as saying that the gambling industry benefits more from licensed slots than the selling film franchise or TV show.
In truth, it is somewhat of a symbiotic relationship with both parties reaping the rewards in equal parts. The gambling company benefits by getting one over their competitors in terms of exclusivity and also by getting unfettered access to a large base of fans who could be tempted to sign up to their site because of their love of the film or TV show in question.
In contrast, the selling party benefits first and foremost from the financial transaction involved in selling their licence. Secondly, they benefit from the added exposure that the gambling company’s fervent slot marketing will bring to their product.
Finally, there will be a trickle-down effect of gambling fans who have never heard of the film or TV show who become interested in it after playing the official online slot.
Summing Up
Film & TV and the gambling industry are both thriving in the UK right now and are showing no signs of slowing up. Together they have teamed up to form a symbiotic relationship that helps to boost the profits and popularity of one another.
As both continue to expand and grow, we can expect to see more partnerships as both attempt to dip into the other’s huge audience of fans. If you’re a lover of Film & TV and gambling, it’s a great time to be alive!
