SG extends Hasbro deal to include online & social gaming channels

US lottery and gaming supplier Scientific Games Corporation has expanded its long-term licensing deal with Hasbro to include access to new channels of distribution, additional brands and extended geographic territories.

The amendments expand the existing Scientific Games lottery and WMS Gaming slot machine license agreements to expand the brands for real-money online gaming, and also include a number of Hasbro brands for distribution across social casino channels.

The duration of the licensing agreements have been extended from 2017 through 2020, with a potential additional three-year extension, and includes a number of popular Hasbro brands such as MONOPOLY.

Mark Blecher, Hasbro’s senior vice president, digital gaming and corporate development, said that working with one of its “most valued” licensees allows the company to build on its strong brand presence in the lottery and casino gaming world.

“We've enjoyed a long and mutually rewarding relationship with both Scientific Games and WMS and their combination presents us with exciting opportunities as we centralize key brands with one licensee across multiple gaming distribution channels.”

WMS and Scientific Games have independently had portfolio licensing agreements with Hasbro since 1997 and 2003 respectively. Scientific Games completed the acquisition of WMS last year.

Under the expanded license agreements, Scientific Games has secured the rights to license a number of Hasbro brands, including MONOPOLY, for real-money online gaming and social casino channels.  

The company said it will gain access to additional Hasbro brands for these channels over the term of the agreement. It has also secured the rights to license seven additional Hasbro brands for its slot machine portfolio and expanded the territories for its lottery licensing rights.
 
“We know the importance of convergence in today's marketing environment, so we are gratified to expand our relationship with Hasbro and leverage opportunities that will arise from employing Hasbro brands with strong consumer appeal across multiple channels simultaneously,” said Steve Saferin, Scientific Games’ president, properties group and chief creative officer. “The acquisition of WMS has enabled Scientific Games to extend and expand its licenses with Hasbro and to create a one-stop solution for lottery, casino and online gaming for gaming operators.”

Shares in Scientific Games Corporation (Co. Data) (NASDAQ:SGMS) will commence trading at $16.10 per share in New York later today.