Knockout games that pack a punch
In this article, brought to you by Games Global, chief product officer Andy Booth discusses the supplier’s partnerships in the combat sports sector to deliver games which appeal to both sports fans and igaming enthusiasts
Games Global has consistently proven itself as a disruptor in the igaming industry, forging relationships with global entertainment brands to create unique, compelling content that drives player engagement and immersion on behalf of its partners.
Over the past year, Games Global has ventured into the combat sports sector, first partnering with premier mixed martial arts organisation the Ultimate Fighting Championship (UFC) to release UFC Gold Blitz Extreme, before collaborating with professional wrestling promotion World Wrestling Entertainment (WWE) on the development of WWE Bonus Rumble: Gold Blitz.
The supplier has gone from strength to strength, most recently announcing a partnership with Floyd Mayweather Jr, the undefeated, five-weight world boxing champion, to create the upcoming release, Money Mayweather.
EGR spoke with Andy Booth, Games Global’s chief product officer, to explore how these partnerships came about and how its intellectual property (IP) content has been optimised to appeal to both sports fans and igaming enthusiasts.
EGR: What drove Games Global to explore relationships within the combat sports sector?
Andy Booth (AB): Games Global’s exploration of relationships within the combat sports sector for igaming is driven by the growing popularity of combat sports, the overlap between sports and gaming audiences and the potential for unique cross-promotional opportunities. By tapping into this dynamic sector, Games Global can enhance the gameplay experience with well-known, themed content and leverage the excitement and storytelling aspects of combat sports to excite players.
EGR: What synergies are shared by Games Global and worldwide sports brands such as the WWE, UFC and Floyd Mayweather Jr?
AB: A mutual focus on high-energy entertainment, engaged fan bases and opportunities for branded content. These partnerships enable cross-promotions, event-based engagement and global market expansion by leveraging the widespread popularity of combat sports to create immersive and thrilling igaming experiences that resonate with fans worldwide.
EGR: What additional considerations are there when creating branded content with huge sporting brands? How much input do they have in the final product?
AB: When creating branded content with major sporting brands like the WWE, UFC and Floyd Mayweather Jr, it’s essential to maintain brand integrity, secure intellectual property rights and navigate licensing agreements. These brands often have substantial input into creative elements to ensure alignment with their image, necessitating regular reviews and approvals. Additionally, adhering to legal and ethical standards is crucial to protect both parties and ensure compliance, particularly in the regulated igaming industry.
EGR: How do these collaborations with leading sports brands create cross-sell opportunities? Are there specific features that have been utilised to attract sports bettors?
AB: Collaborations with top sports brands creates cross-sell opportunities by offering branded betting markets, themed games and live betting features that appeal to sports fans and bettors. These partnerships leverage real-time engagement, special promotions and fantasy sports options to attract sports enthusiasts, converting their interest into active participation on igaming platforms.
EGR: Have these IP games been designed specifically with combat sports fans in mind or are they equally appealing to regular casino players?
AB: IP games based on combat sports are often designed with features and themes that cater specifically to combat sports fans, incorporating elements like athlete likenesses, iconic events and fighting-based gameplay mechanics. However, these games are also designed to appeal to regular casino players by maintaining familiar casino game structures, with added sports-themed visuals and bonus features.
This dual approach allows the games to attract a broad audience – offering combat sports fans the excitement of their favourite sport while still delivering the engaging, chance-based gameplay that regular casino players enjoy.
EGR: How important is it to strike the perfect balance between brand focus and gameplay focus when creating content that contains global superstars?
AB: Striking the right balance between brand focus and gameplay focus is essential when creating content featuring global superstars as it maintains authenticity, enhances player engagement and maximises the appeal of the collaboration. While recognisable brand elements attract fans, a compelling gameplay experience is necessary to retain players, ensuring the content feels both entertaining and aligned with the star’s identity.
EGR: Following the recent success in the combat sports sector, does Games Global have plans to venture into other sports?
AB: Watch this space! We have more incredible branded games launching in 2025 that cover even more consumer passion points of our target audience. Entertainment is at the core of everything Games Global does and its foray into the combat sports sector showcases a desire to embody the dynamic, exhilarating nature of these global brands. By aligning with sports phenoms such as Conor McGregor, The Undertaker and Floyd Mayweather Jr, Games Global has tapped into a worldwide fan base to create class-leading content that delivers impactful gaming experiences on an international scale.
About Games Global
Games Global is a leading developer, distributor and marketer of innovative online, casino-style gaming content. With a proprietary catalogue comprising of more than 1,300 games, a record-breaking progressive jackpot network, 40 in-house and partnered studios and a distribution channel servicing some 600 global gaming branded websites, Games Global delivers force and direction to online gaming, bringing together what it considers to be the industry’s biggest and brightest stars.
Visit www.gamesglobal.com to learn more.
Andy Booth took the helm of the product space as chief product officer at Games Global in 2021, with the vision of delivering exceptional content and products to customers around the globe. He is a prominent igaming leader and has consistently raised the benchmark with his innovative spirit, data-driven approach and strong strategic direction.