The affiliate partners for marketing of online gambling portals which carry the game content of Playtech reported late last week that they were receiving emails from the portals. This indicated the end of their ability to promote slots titles that were Marvel-themed by the end of the month.
William Hill affiliates were informed that Playtech would scrap the Marvel branded games at the end of this month. Therefore, they would remove all such promotional materials by the 1st of April. Similar notices were reportedly received by Coral affiliates.
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A spokesperson of Playtech revealed that it was urgent to remove the Marvel superhero game content like the Incredible Hulk, Iron Man, the Fantastic Four and the Avengers as the licensing deal between Playtech and Marvel Studios is going to expire.
Disney conglomerate acquired Marvel Entertainment in 2009. All the characters in the Marvel universe are controlled by Marvel Entertainment. Disney is trying to stick to a family-friendly strategy with its entertainment properties. This includes their lobbying against the politicians of Florida to authorize gambling through the casino in areas close to Disney World, Orlando.
A Disney spokesperson in 2013 announced that the company would no longer renew or initiate agreements regarding licensing of slot machines. In 2014, Amaya Gaming of Canada had to scrape Marvel content from Cryptologic, one of its then-subsidiary due to the expiry of licenses.
According to the deal between Playtech and Marvel, the products could be operated till this month. It had signed a deal with Warner Brothers Consumer Products in 2016. It controls the rights to characters like Superman and Batman, the DC Comics characters. In February, the DC deal was expanded by Playtech to enable the inclusion of more characters across retail gambling and online products.
The licensees of Playtech are trying to appease their comic fanboy customers. They are encouraging their customers to the new Age of the Gods titles of Playtech. According to Hill’s email to the affiliates, they are said to have the same features as the previous ones. Well, this is similar to the fact when someone tries to convince a fan of Star Wars that he will find Star Trek an equally good entity. It is likely to result in some blowbacks.