The rise of branded slots: first ever UFC-themed slot lands this week

Fortune Factory Studios’ award-winning Gold Blitz™ slot series already comes with much to live up to, but what happens when incorporating a huge international brand name into that mix? In this article, Games Global catches up with chief product officer (CPO) Andy Booth to find out what it takes to turn a winning slot into an absolute knockout.

From the ring to the reels

One of the dominant trends we’ve seen over the past few years is branded slots, which essentially includes casino slots inspired by popular TV shows, movies, iconic brands, celebrities and so on. The general idea here is that by leveraging familiar themes and characters, this slot genre has a higher impact on its target audience, creating an instant connection that allows fans to step into a world they already know and love. Enter our latest UFC Gold Blitz Extreme™, an Ultimate Fighting Championship-themed slot, created by Fortune Factory Studios exclusively for Games Global.

While collaborating with a global brand to produce a slot game adds a layer of complexity, it also creates a production process that is novel and exciting from conception to launch. “When creating a branded slot, a high level of attention to detail and close collaboration is required to ensure that the brand is authentically translated onto the reels,” explains Booth. “This involves working very closely with the brand’s owners to fully understand their vision, while also making sure that all other elements such as gameplay, mechanics, visuals and so on perfectly match up with the brand’s established identity. The team at Fortune Factory Studios has worked really hard to capture the high energy and competitive nature of UFC and injected that directly into all aspects of the game.”

UFC proved a perfect match for Games Global, which is known for consistently working on expanding its portfolio of branded content. “Due to UFC’s massive popularity worldwide, thrilling nature and strong brand identity, the collaboration felt natural,” Booth remarks. This collaboration has allowed Games Global to leverage the adrenaline-fuelled nature of UFC to offer players an extremely exciting and immersive gaming experience that certainly resonates with the brand.

UFC was deeply involved in the development process along with Games Global and Fortune Factory Studios, ensuring the game would represent the brand authentically while delivering another engaging Gold Blitz™ experience. Booth adds: “They have provided valuable guidance and insight on various aspects of the creation of UFC Gold Blitz Extreme™ including sound effects, animation, character placements as well as the overall aesthetics of the game. Working so closely has allowed us to distil the essence of the brand and translate it seamlessly to the reels.”

Col Weaver, senior business development manager at Fortune Factory Studios, echoes that sentiment: “Adding the epic UFC brand to our Gold Blitz™ series is an absolute honour,” he says.  “It’s been a pleasure to work with UFC directly and we cannot wait to see how players react to the game”.

Brand guidelines

When taking on a global powerhouse like UFC, there is always going to be certain brand restrictions in place which could potentially hinder the creative flow when developing the game. “We like to think of brand guidelines as opportunities rather than limitations,” explains Booth. “Having certain rules already in place allowed us to ensure we maintained the essence and integrity of the UFC brand while priding ourselves on our innovation and creativity when it came to the final product. It’s all about striking the right balance between staying true to the core values of the brand while also including our personal touch to create the high-quality slots we are known for.”

Of course, a strong brand such as UFC will draw players in, but it’s the gaming experience that will truly resonate with them. Booth adds: “We chose to integrate the UFC brand in a way that best complements the gameplay of the popular Gold Blitz™ slot series. By creating an immersive and rewarding experience, we were able to ensure that the brand adds value to the game without compromising on any of the core elements that make our slots fun and engaging.”

Focusing on player experience

If you’ve played any of Fortune Factory Studios’ Gold Blitz™ series games before, you already know the epic gaming experience these games deliver. From the increasing jackpot mechanic that’s proven extremely popular among players, all the way to the uniquely branded special features, UFC Gold Blitz Extreme™ is primed for its debut and is set to impress.

“When developing UFC Gold Blitz Extreme™, our key focus included elements that would reflect the intensity and excitement of UFC. This includes authentic sound effects that bring the buzz of live UFC matches to the reels, high-quality graphics that really capture the action in the UFC Octagon, as well as incorporating some of the brand’s most popular fighters directly into the game. By integrating a number of special features that have been designed to simulate the exhilarating nature of UFC, we created this slot with the intention of delivering the same excitement you’d expect to experience while watching a live UFC event,” says the CPO.

When it comes to global reach, Games Global hopes to leverage UFC’s impressive fan base via an international marketing campaign that includes numerous collaborations across UFC’s promotional events, digital and social media channels, as well as participating in a number of cross-marketing opportunities happening across various UFC events. “Our goal here,” adds Booth, “is to engage fans by showcasing the game’s ability to authentically represent UFC while highlighting the game’s best features.”

Looking into the future

“This exclusive partnership is just the beginning of an incredible journey to elevate our branded content portfolio with powerhouse new gaming experiences,” Booth notes, while revealing that Games Global has also recently entered into a brand licensing agreement with World Wrestling Entertainment (WWE®). “Next to step into the Games Global arena is WWE® Bonus Rumble: Gold Blitz – another knockout slot from the team at Fortune Factory Studios.  

“These titles are the first in a new generation of branded slots to come from our epic lineup of exclusive studios, embodying some of the biggest names in the entertainment business. We look forward to really leveraging these partnerships with more thrilling games and collaborative marketing, and exploring new ways of integrating blockbuster brands with dynamic elements that really bring the gameplay to life. Watch this space!”

About Games Global: 

Games Global is a leading developer, distributer 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.