Aristocrat highlights approach to licensed products at G2E with new NFL, House of the Dragon slots

Earlier in the month, the 2024 edition of the G2E exhibition brought more than 25,000 gaming professionals to Las Vegas. The major industry event, presented by the American Gaming Association (AGA) and organized by RX, allowed attendees to explore the latest innovations at its busy show floor and discuss what's next for the gaming industry at its multiple networking and educational events.

Among the companies showcasing their latest products at the show was Aristocrat Gaming, which displayed an all-new portfolio complete with hardware, games, and licensed products. The exhibit, which also featured a product showcase from Aristocrat Interactive, the company’s iGaming business, proved a major focus of interest at the event, consistently drawing attendees throughout the three days of the expo floor.

One of the highlights of Aristocrat's showcase was the company's expansion of two major game licenses. Those approaching the booth were able to explore the new suite of National Football League (NFL) themed games, including four additional NFL titles that cover Class 2 and Class 3 gaming; as well as the all-new House of the Dragon slot game, which follows the success of the company’s Game of Thrones slot portfolio.

The expansions, which leverage two major franchises in two distinct mediums (sports and TV), allow the company to engage players via brands that they know outside gaming. "That's precisely what we look at: what that brand means for the player, how it resonates with them on casino floors, and how can we make a fun game out of that franchise," Cody Herrick, Vice President of Commercial Strategy at Aristocrat, told Yogonet during a booth visit at the show.

With the new NFL and House of the Dragon products, Aristocrat seems to have the recipe for sure success. Not only is the company leveraging the popularity of the major sport in the US and a hit show that consistently draws millions of viewers per season, but also building upon its own successful history and brand. The existing portfolio of NFL-themed games and the company's earlier Game of Thrones suite (set in the same narrative universe as House of the Dragon) are best-sellers within its catalog, setting up the company for another hit with these new additions.

"Our NFL portfolio was extremely well received when we launched it last year with Super Bowl Jackpots. It was really exciting to see, as we offered on all of our NFL products the ability to select all 32 teams," Herrick added. "When we gave away a million dollars plus wide-area progressive award for the first time, it was at a property on the West Coast, won by a player that was playing a team from the complete opposite side of the United States on the East Coast. It was exciting to give that player the ability to play with their favorite team from wherever they are and win big."

According to Herrick, what sets Aristocrat's approach to licensed products apart is the effort and thought put into the game, in a bid to make sure the gaming experience resonates with the player base and what they like the most about the franchises. "It's something we introduced in the first lineup of NFL games. Each one of them had different gameplay mechanics, keeping the experience fresh. We learned a lot from that experience, and you can definitely see that in the newer NFL games that we developed for this season," he added.

Aristocrat's initial licensing agreement with the NFL was first announced in Fall 2021, providing both parties with an enhanced opportunity to drive engagement. With a new season ongoing, Herrick is confident the latest announcements will help spark interest in the company's football products across the board, making it the perfect occasion for the expansion of the family of branded products.

The newest additions to the NFL Slots portfolio include the NFL Triple Score on the MarsX Portrait, Touchdown Link on the MarsX Flex, and Touchdown Trio on the Marquis, bringing with the “pick your team, play your team” 32-team customization option. To tap into that expected interest surge this season, Aristocrat has brought new features into the mix.

"Gaming is always advancing, as is what the player looks for on the casino floor. For that reason, our NFL-licensed products come along for that journey as well," explained the executive. "That's why we are introducing new game mechanics and game themes, and updating the content that's on the NFL games. All of the new NFL products will have highlighted clips from last season, which were  updated from the initial releases of the NFL product as well."

For Herrick, the key behind licensed products is to take the major aspects of the brand and explore what can be done with it from a gaming perspective, keeping in mind that the end product must resonate with the player's existing expectations for the franchise. This approach is subsequently bolstered by Aristocrat's range of features and the math behind the games, which is "where the company really shines."

In the case of the new House of the Dragon slots, launching on the heels of the second season of the critically acclaimed HBO Original drama series, the company is bringing to the casino floor recognizable characters and fiery features inspired by George R. R. Martin's narrative universe. The cabinet brings to life recognizable characters, icons, and dragons from the hit drama series on the eye-catching King Max cabinet.

"House of the Dragon is incredibly exciting for us," confirms Herrick. "With Game of Thrones, we made several products that did extremely well in the market and we're excited to continue that."

Other new highlights from Aristocrat

At G2E, the company also showcased games available domestically as well as specific titles for the EMEA, LATAM and APAC markets, demonstrating market customization within its wide portfolio. Nearly 90% of the show exhibit featured new products, with the density of the game offerings to be followed by a swift arrival to casino floors, with the anticipated delivery of new releases by the first half of 2025.

Leading the hardware showcase was The Baron dual-screen, exclusively available in North America with rollout to other international markets anticipated at a later date; while firing up the Gaming Operations lineup was Phoenix Link, a follow-up to the international hit game Dragon Link, featuring all-new themes, features, and bonuses.

The Game Sales portfolio showcased exciting gameplay and enhanced player-favorite brands, such as Buffalo Gold Cash Collection, Ju Cai Jin Gui Dragon and Ingot in the Baron cabinet; and new titles Mo’ Mo’ Mo’ Mummy and Ultimate Fast Cash on the Neptune Single. 

All in all, G2E proved a major opportunity for the company to exhibit its latest offerings in Gaming Operations, Game Sales, Class 2, Class 3, network gaming (HHR, NYL) and route gaming (VGT, VLT COAM), and international game in one of the industry's biggest meetings.