From House of the Dragon to Wheel of Fortune, Batman to Monopoly, this session dives into the transformative impact of intellectual property (IP) in creating unique entertainment for both land-based and iGaming operators, whether branded games, machines, or immersive experiences, all in the pursuit of growing Millennial and Gen Z players. Hear from industry legend Joe Kaminkow, before being joined by the consumer brands who’ve amplified their customer loyalty, and business growth via well-loved IPs, demonstrating the power of a cross-platform approach, while also addressing the reputational considerations.

• The value of pop culture: What's important to players (and game developers) when selecting licensing partners.
• Navigating the challenges in practice: Costs, creative freedoms and image management.