Boxing legend Floyd Mayweather Jr. will get his online slot game later this year, thanks to a partnership with Games Global. The content developer expects to launch the new game globally before the end of the year.
The new Floyd Mayweather Online Slot will launch first in the US, with international distribution coming afterward. Although Games Global only entered the US market this February, it did so by acquiring another developer, DGC (short for Digital Games Corporation).
DGC has partnerships in place with most major American iGaming brands: BetMGM, FanDuel, DraftKings, and BetRivers, among others. While it’s not clear which operators plan to offer the Floyd Mayweather slot, the existing business relationships should make it easy to deploy across many sites. Assuming it performs as well as DGC flagship titles like the Jungle Jim and Thunderstruck series, it’s likely that every operator with a DGC partnership will include it in their catalog.
Games Global’s Chief Product Officer, Andy Booth, had this to say about the deal:
We are extremely excited about this knock-out collaboration. With his successful career, Floyd Mayweather embodies triumph and high stakes, which resonate well with the competitive and premium nature of the iGaming industry.
We are certain the title will be a high-performing addition to our games portfolio, appealing to boxing fans around the globe.
Mayweather is, by the numbers and in many fans’ view, the greatest boxer of all time. He officially retired in 2015 with a perfect 48-0 record, though he subsequently came out of retirement twice, increasing that tally to an even 50-0. During his career, he fought in five different classes ranging from super featherweight to light middleweight. In the process, he won 15 major world championships, including at least one in each of those divisions.
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Even in the world of professional athletes, Mayweather stands out for his glitzy lifestyle and ostentatious displays of wealth. That makes him exceptionally suited to gambling marketing partnerships, which often focus on luxury and the dream of extreme wealth. But the partnership is also part of a bigger plan for Games Global.
In May, Games Global announced a partnership deal with the UFC, the first of its kind in the gambling space. The Mayweather-themed slot can be seen as a continuation of that strategy.
Online casinos attract a different audience than the traditional slots fandom. The crowd at retail casinos skews middle-aged and female. Online casino users, on the other hand, are a younger group and include more men. That’s especially true in the US, thanks to the rapid spread of online sports betting.
In that light, it makes perfect sense that organizations like the UFC and celebrities like Mayweather would skip over retail branding partnerships and go straight to online.
The UFC partnership will cover a whole series of slots to be developed by Games Global over the next three years. The first of these, UFC Gold Blitz Extreme, debuted in July. It hasn’t yet made its way into US online casinos, but a representative for Games Global confirmed to Bonus that it will do so shortly. In the meantime, several of the US operators have added the game to their sites in the Canadian province of Ontario.
Games Global sees tremendous potential in the US market. It had originally planned for an initial public offering this summer, shortly after its US entry. However, it opted to postpone that move in May amid unfavorable economic conditions.
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