Toy and Game Giant Hasbro Expands with New Licensing Deals in Casino Gaming

Global toy and entertainment giant Hasbro has announced plans to expand into the casino gaming domain, forging new licensing deals with Aristocrat Technologies, Evolution, Galaxy Gaming, and Bally’s. This strategic move is designed to bring some of Hasbro’s most beloved brands, including MONOPOLY, YAHTZEE, and BATTLESHIP, to both land-based casino floors and online casinos.

Hasbro Goes All In on Casino Gaming with Four New Partners

In a bold declaration, Hasbro unveiled a suite of new multi-year licensing agreements, signalling an even deeper commitment to the casino space. The announcement revealed new partnerships with Aristocrat Technologies, Evolution, Galaxy Gaming, and the casino operator Bally’s.

The collective aim of these alliances is to bring Hasbro’s classic games and their long appeal into the gambling world. The move is in line with Hasbro’s “Playing to Win” framework, which focuses on innovation and the expansion of brand reach into high-growth entertainment sectors.

What Each Partner Will Bring to the Table

Aristocrat Technologies has secured rights to develop MONOPOLY-themed land-based slot machines for Hasbro’s gaming markets.

Each of the four new licensees plays a distinct role in Hasbro’s new casino strategy. The comprehensive partnership structure allows Hasbro to penetrate multiple segments of the casino market simultaneously, creating a multi-format approach that maximises brand exposure across diverse gaming platforms.

Evolution will develop online slots and live dealer games for MONOPOLY and, potentially, a host of other Hasbro IPs.

Galaxy Gaming will focus on adapting Hasbro’s brands for casino table games, planning versions based on MONOPOLY, YAHTZEE, and BATTLESHIP.

Bally’s, on the other hand, will provide casino distribution channels for Hasbro-branded content using its operational B2C platforms.

Why This Move Matters for Hasbro and Casinos

• Brand Expansion Beyond Traditional Markets: Hasbro extends its reach into the lucrative adult entertainment and gambling sectors
• Nostalgia-Driven Revenue: Leverages emotional connections and childhood memories to drive adult engagement
• Diversified Income Streams: Creates new revenue channels beyond traditional toy and game sales
• Enhanced Casino Appeal: Provides operators with instantly recognizable content to attract and retain players
• Market Differentiation: Helps casinos stand out in a crowded market with familiar, trusted brands
• Cross-Demographic Targeting: Appeals to younger adults who grew up with these iconic games

Hasbro saw a significant opportunity to attract adult fans and is looking to capitalize on powerful nostalgic brand loyalty by transforming classic childhood games into adult entertainment products.

The burgeoning global gambling industry offers the perfect ground for growth. By extending its rich IP into highly interactive and monetisable casino formats, Hasbro can unlock new revenue streams and enhance brand relevance among an older demographic.

For casino operators, well-recognised entertainment brands like MONOPOLY are a tested-and-tried strategy that have always been used to attract specific player types—in this case, younger adults who have grown up with these IPs and seek recognisable experiences on the casino floor and online.

Spotlight on Galaxy Gaming and the Table Game Evolution

Galaxy Gaming’s role is simple—to translate classic board and dice games into live casino table experiences. At the very least, the company will adapt MONOPOLY, YAHTZEE, and BATTLESHIP for the table game format and incorporate casino-style betting and payouts.

The gaming giant plans to showcase these new titles at the Global Gaming Expo (G2E) in late 2025, with global casino rollouts expected to kick off in early 2026.

Hasbro’s Strategy: ‘Playing to Win’ Across Adult Formats

These partnerships are a demonstration that Hasbro is still set on realizing its “Playing to Win” initiative, which embraces a view of play that extends beyond traditional toys and games and into digital and experiential formats.

Hasbro has long recognised the potential value of its intellectual property in the online gambling space, but these four strategic partnerships represent the clearest signal yet of the company’s serious entry into the casino-gaming market.

As Claire Hunter Gregson, President of Hasbro Gaming, says, the idea is to bring the joy and familiarity of Hasbro’s iconic brands to the casino floor.

A Growing Trend: IP and Immersive Gambling Experiences

Hasbro’s move aligns with the new trend that has seen licensed intellectual property becoming an invaluable tool for both land-based and online operators. Branded content sourced from Hollywood films, popular television series, and classic board games has increasingly become a tool for player acquisition and retention.

The first launches of the Hasbro creations born out of these partnerships will likely take place in January 2026. Hasbro’s casino push is clearly more than just a partnership with game developers—it’s a calculated move to bring its well-regarded brands into the growing adult gambling market.

Sources:

• Hasbro – Hasbro Strikes New Multi-Year Casino Licensing Partnerships
• Evolution – Hasbro sign exclusive online live casino and slots partnership agreement
• Gambling Insider – Hasbro signs multi-year deals with Evolution, Aristocrat, Galaxy Gaming and Bally’s