Hasbro Rolls the Dice: Iconic Brands Head to the Casino Floor

In a strategic move set to excite adult fans and gamers, Hasbro, the global toy and game giant, has announced a new slate of multi-year licensing partnerships that will bring its beloved brands to the casino category. This expansion underscores Hasbro’s “Playing to Win” strategy, focusing on innovation and extending its popular intellectual property (IP) across diverse entertainment formats.

Hasbro has a history of licensing its age-appropriate IP to the gambling sector, spanning nearly three decades. However, this latest announcement, made on July 1, 2025, marks a significant expansion, with new titles expected to launch in January 2026.

A Multi-Faceted Partnership

After a comprehensive review, Hasbro has selected several prominent players in the casino industry to reimagine its brands for adult audiences:

• Aristocrat Technologies: Selected as the exclusive global developer for land-based slot machines, Aristocrat will bring the iconic visuals and mechanics of brands like MONOPOLY to casino floors.
• Evolution: This partnership positions Evolution as Hasbro’s exclusive licensing partner for online live casino and slot games, covering all Evolution brands including Ezugi, NetEnt, Red Tiger, and Big Time Gaming. Building on existing successes like “MONOPOLY Live” and “MONOPOLY Big Baller,” Evolution plans new live online games like “Game Night,” “MONOPOLY Filthy Rich,” and “MONOPOLY Roulette,” alongside new online slot titles.
• Galaxy Gaming: Focusing on casino table games, Galaxy Gaming will develop and distribute titles based on popular Hasbro brands such as MONOPOLY, YAHTZEE, and BATTLESHIP. These new table games are expected to debut at Global Gaming Expo (G2E) 2025.
• Bally’s: As a B2C online casino operator, Bally’s will handle online casino integrations for Hasbro brands, with MONOPOLY being a key focus.

These new partners join existing licensee SciPlay, which continues to operate Hasbro-branded social games.

Why This Move?

This strategic pivot reflects Hasbro’s commitment to meeting its fans wherever they are and maximizing the value of its extensive brand portfolio. By collaborating with leading casino game developers, Hasbro aims to create fresh, exciting, and authentic casino experiences that resonate with adult fans who grew up with these classic games.

Claire Hunter Gregson, Director of Gaming Relationships at Hasbro, emphasized, “We’re all about play—and that means meeting our fans wherever they are, from the game table to the casino floor. These visionary new partners have the expertise and imagination to reimagine our brands in bold, exciting ways for adult audiences.”

What to Expect

Players can anticipate seeing their favorite Hasbro brands integrated into various casino formats, including:

• Land-based slot machines
• Online slot games
• Casino table games
• Online live casino experiences

The first wave of new content is set to roll out in January 2026, with further formats and releases planned for 2027 and beyond. This expansion promises a nostalgic yet novel experience for casino-goers, blending the thrill of gambling with the familiar joy of iconic Hasbro games.

This move by Hasbro is a clear indicator of the increasing convergence between traditional entertainment and the booming world of iGaming, promising exciting new avenues for brand engagement and revenue generation.