Playtech Latest to Summon Power of Hollywood

Playtech Ltd., a software developer in London, is the most recent addition to a growing list of operators and software developers to take a run with film-branded slots.

Playtech's deal, like those made recently by PartyGaming and Probability, was inked with Paramount Pictures Corporation, which produces and distributes filmed entertainment.

Under the agreement, Playtech's land-based and online licensees will have rights to distribute slots titles based on two Paramount releases, "Gladiator" and "The Untouchables."

Leisure analysts observe that the strategy has been a dependable revenue builder for online companies, one that hearkens back to the days when land-based casinos in Las Vegas discovered Elvis-themed slots, fittingly, were king.

"Branded slots just seem to generate far higher revenues," Richard Carter, an analyst with Numis Securities in London, told IGN in a telephone interview Monday. "People seem to be able to relate to them, seem to understand them."

Simon J. Holliday, a partner with Global Betting and Gaming Consultants, told IGN in an e-mail Monday that thematic content, especially in connection to slots, enhances customer trust and adds variety across a family of studio brands.

"This is a parallel to the themed land-based slots that have been in casinos for years," he wrote.

Compared to its peers, Playtech, often on the cutting edge of trends in the online gambling industry, was a relatively late entrant to the movie-branded space.

"Yes, they were quite late," an analyst, who spoke on condition of anonymity, told IGN. "But you see, the difference is their licensees demand it. So if they see Microgaming, 888, Crypto, Party all doing these branded slots and all generating huge incremental revenue, then if you're a Playtech licensee, you're going to want branded slots."

The success of film-themed slots continues, as 888 Holdings announced a 60 percent rise in net casino revenue during the fourth quarter of 2007, bolstered by the release of its Marilyn Monroe-branded slot called Blond Legend.

In a July trading update, PartyGaming said its "Mission Impossible" and "Saturday Night Fever" slots have proven "particularly popular."

Charles P. Cohen, chief executive of Probability, told IGN in an e-mail Monday that while its film-themed mobile slots have yet to launch, they are expected to generate higher turnover than non-branded slots and help with customer acquisition.

"That's why we did the deal," he said.

Mor Weizer, chief executive of Playtech, said he was "pleased" with the deal in a prepared statement, adding: "We are confident this exclusive material supplied to our licensees will support their marketing efforts by increasing the profile of their games portfolio and enhancing the gaming experience for customers."

Financial details were not disclosed.