Playtech’s The Walking Dead: A Gamble on Brand Loyalty
In June 2021, Playtech revealed its partnership with AMC to bring The Walking Dead franchise into the world of branded online slots. With over a decade of storytelling and a massive global fanbase, the collaboration promised an exciting fusion of the apocalyptic universe with online gaming.
Branded slots aren’t a new phenomenon, but leveraging a cultural icon like The Walking Dead adds a new level of allure for fans and players alike. This move is aimed at attracting both loyal fans of the franchise and avid slot players seeking engaging content.
Collaboration and Strategy
Robin Harrison of iGB recently discussed the creative process with Clayton Neuman, AMC’s VP and head of games and franchise, and Aaron Berndston, Playtech’s head of strategic partnerships and entertainment for the US.
Berndston emphasized the value of leveraging internationally recognized brands like The Walking Dead:
"The recognition and loyal following of such brands are invaluable for attracting and retaining players."
Neuman added that collaboration was key to the project:
"Each of us brought our unique strengths to the table. The goal was to create something that stood out in the genre and stayed true to the franchise."
A Winning Strategy or Missed Opportunity?
While the branding and immersive gameplay might excite fans, there’s one major factor players often scrutinize: the Return to Player (RTP) rate. Without a fair RTP—ideally in the range of 96% or higher—many players may feel hesitant to engage, no matter how well-executed the branding is.
After all, a flashy design and franchise tie-in can only go so far if the payouts aren’t fair. Personally, if the RTP hit that sweet 96% mark, I’d dive into this slot myself. But realistically? That seems unlikely, making this game feel more like another franchise cash grab than a true player-focused experience.
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I like the idea, but if they want to attract players long-term, they need to respect us with fair odds. Otherwise, it’s just marketing hype for nothing.
The Walking Dead deserves better than to be turned into a slot with questionable payouts. Give the fans a reason to play, Playtech—how about a decent RTP?
Another branded slot with an RTP that’s likely below average? Sounds like a cash grab. If it was 96% or higher, I’d give it a shot—but I doubt it.
Honestly, I’d love to see what they’ve done with the gameplay and themes. If it captures the Walking Dead vibe and offers good RTP, I’m in. But I’m not holding my breath.
This sounds like an amazing concept, but let’s be real—branding doesn’t matter if the game doesn’t pay. Playtech should focus on fair RTP instead of just milking the franchise.