In June 2021 Playtech announced it was partnering with tv network AMC to develop a branded game from its The Walking Dead franchise. The show has run for over a decade and built up a vast following of loyal fans.

By partnering with Playtech, AMC has been able to bring fans an entirely new opportunity to enjoy the Walking Dead universe.

Branded slots is not a new concept by any means, but this partnership brings a hugely well-known brand in The Walking Dead, to the online slots audience.

iGB content director Robin Harrison sits down with Clayton Neuman, VP and head of games and franchise for AMC and Playtech’s head of strategic partnerships and entertainment for the US Aaron Berndston, to discuss the role of branding content in today’s gaming landscape.

“The international brands like the Walking Dead have a different kind of value,” Berndston says. “The real built in recognition and loyal following can be crucial for attracting new players and retaining frequent players.”

But when it comes down to development, deep rooted collaboration is required to really portray the right themes and feelings to players.

“It really began with a recognition that each of us were bringing out strengths to table and we wanted to create something unique for the genre and for the brands,” Neuman adds.