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.