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Licensing with Lady Luck: Ozzy Osbourne Signs Slot Deal

Ozzy Osbourne has inked a deal with NetEnt for a branded online slot game featuring the rock star’s imagery and vocals, an astute move more artists and brands should follow.

Bibi Wardak

July 12, 2019

1 Min Read

The Prince of Darkness joins the ranks of Guns N’ Roses, Jimi Hendrix and Motörhead on NetEnt’s growing licensed slot portfolio. Global Merchandising Services, Osbourne’s merchandising and brand management partner, brokered the deal.

While gambling itself presents a risk to the player, licensed slot games are a business-savvy sure bet for brands looking to strategically boost revenues.

Whether online or inside a bustling casino, consumers flock to the games that pay homage to their favorite brands, artists and properties.

When you walk into a casino, you might happen upon a “Game of Thrones,” Titanic, Elvis, “The Walking Dead” or Britney Spears-branded slot game. And chances are, if you’re a fan, you’ll fork up some cash and play. Just as Black Sabbath fans will likely sink their proverbial teeth (yes, that was a bat-biting reference) into the upcoming online Ozzy game. If brand-appropriate, these deals have proven to be a major money-maker.

In 2017, Madonna inked a $10 million licensing deal with casino slot manufacturer Aristocrat Technologies for slots featuring the Material Girl’s slew of hit songs, according to The Hollywood Reporter.

Along those same lines, Hollywood studios can rake in anywhere between $1 million to $20 million via licensed slot deals, according to THR, who cited gaming analyst Todd Eilers.

Ever since “Wheel of Fortune” paved the way for branded slots decades ago, the trend has grown continually with no end in sight. And it would be wise for certain brands to cease the opportunity and hit the reels.

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Ozzy Osbourne

About the Author(s)

Bibi Wardak

Bibi Wardak is content editor at License Global, where she covers the licensing industry, the current retail landscape and the latest news on big brands including Amazon, Disney, NBA, NIKE and Netflix. With a diverse background in business journalism and entertainment, Bibi previously held senior editor roles at Entertainment Tonight and MarketingProfs. She holds a master's degree in journalism from the University of Southern California.

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