Madonna’s $10 million deal for a new casino game is the latest among the many stars and studios putting their mark on gambling to get a promotional boost in Las Vegas.
The Global Gaming Expo (G2E) featured celebrity cameos, zombie cosplayers, set props from hit entertainment properties such as Game of Thrones and about 30,000 attendees, one would be forgiven for mistaking it for a fanboy convention — but this con is all about casino gaming machines.
In 2016, Tim McGraw descended from the ceiling to sing about his new slot machine. This year’s big draw? The unveiling of Madonna’s game. Living up to her name, the Material Girl signed a licensing agreement (projected to be worth more than $10 million, according to an industry expert) with casino gaming manufacturer Aristocrat Technologies for slots inspired by her hits (although she won’t be descending from any ceilings, or likely appearing at all, at G2E).
Ever since a Wheel of Fortune slot machine took the industry by storm two decades ago, manufacturers have been gravitating to licensed properties. That’s meant bonus income for Hollywood studios (and the stars, who get a piece of the action if their faces are used) that can range from $1 million to $20 million, says gaming analyst Todd Eilers.
In all, casino gaming manufacturers spend up to $200 million annually to land rights to popular brands like The Big Bang Theory and The Simpsons because a recognizable image can make all the difference on a casino floor.
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