Play to Win’ strategy takes shape as iconic board game IPs transition to iGaming and land-based casino floors globally
Toy and entertainment powerhouse Hasbro has made a bold strategic move into the gambling industry through a series of multi-year licensing agreements with four major gaming companies: Evolution, Aristocrat Gaming, Galaxy Gaming, and Bally’s. These deals are aimed at expanding the reach of Hasbro’s beloved IPs like Monopoly, Battleship, and Yahtzee into regulated gambling markets, both online and in land-based casinos.
Evolution Tapped as Exclusive Live Casino & Slot Provider
In the most prominent of the new partnerships, Evolution has secured exclusive rights to create online live casino and slot games based on Hasbro properties. This solidifies an already successful collaboration that began with hit titles like Monopoly Live and Monopoly Big Baller.
Starting January 2026, operators and players can expect to see fresh Hasbro-branded casino content launched under Evolution’s extensive brand portfolio, including NetEnt, Red Tiger, and Ezugi. A sneak peek of these titles will be presented at ICE Barcelona 2026, a key industry event.
Todd Haushalter, Evolution’s Chief Product Officer, highlighted the significance of the deal:
“We can do so many great things with the Monopoly brand and many other Hasbro Games. These are still the early days of online gaming, and with Hasbro, we will forge a new chapter in our industry.”
Aristocrat and Galaxy Expand Hasbro IPs to Physical Casinos
Aristocrat Gaming will take Monopoly into land-based slot machines, bringing physical renditions of the classic game to casino floors worldwide. Given Aristocrat’s strong presence in Las Vegas and Asia-Pacific markets, this move has the potential to generate serious foot traffic and high engagement in bricks-and-mortar venues.
Meanwhile, Galaxy Gaming is working on casino table games featuring brands such as Battleship and Yahtzee. Galaxy specializes in designing and distributing innovative table game content, and this partnership will bring a new layer of gamified nostalgia to table pits across North America and Europe.
Bally’s to Serve as Hasbro’s B2C iGaming Partner
In a surprising but strategic decision, Bally’s will become Hasbro’s direct-to-consumer (B2C) iGaming partner, offering Hasbro-themed content through its digital casino platform. This suggests that Hasbro is not only licensing to back-end suppliers but is also ensuring brand presence in consumer-facing experiences, reinforcing its entertainment value in real-money environments.
Reinventing Nostalgia in Real-Money Gaming
Hasbro’s decision reflects a broader trend in entertainment—convergence between gaming and gambling—with brands seeking to monetise fan engagement across new channels. This “Play to Win” licensing strategy embraces Hasbro’s vision of taking iconic games to new formats, reaching adults in contexts beyond traditional family entertainment.
As Claire Hunter Gregson, Hasbro’s Director of Gaming Relationships, said:
“We’re all about play – and that means meeting our fans wherever they are, from the game table to the casino floor.”
With Monopoly’s nearly 90-year global legacy, and Hasbro’s ability to evoke cross-generational nostalgia, the partnerships could significantly enhance the gamification of gambling, especially in regulated markets like the US, UK, Canada, and across Europe.
The impact of these partnerships will be felt across online, mobile, and land-based gaming ecosystems, blending entertainment with monetisation, and potentially reshaping how branded casino content is developed and delivered.
2 Comments