GGB Editor-in-Chief Frank Legato caught up with Nathan Drane, Light & Wonder’s Chief Product Officer-gaming, to discuss the evolution of their branded content portfolio, the role of proprietary IP, and how the company approaches licensing decisions.
We’re extremely proud of the legacy we’ve built with Hasbro and the Monopoly brand over the last 27 years.
Nathan Drane, Chief Product Officer – Gaming, Light & Wonder
GGB: You’ve maintained your license with Hasbro since the first Monopoly slot was released in the 1990s. What is the scope of that license going forward?
Nathan Drane: We’re extremely proud of the legacy we’ve built with Hasbro and the Monopoly brand over the last 27 years. From a gaming and iGaming perspective, Light & Wonder will transition out of offering licensed content from Hasbro, including Monopoly-branded content. Our partnership with Hasbro will continue through SciPlay, in the social casino space.
You have a number of prominent licensed themes for slots, notably Warner Bros. (with Willy Wonka and Wizard of Oz). Are you examining the status of these licenses upon their expiration?
We evaluate all our licensing partnerships on a case-by-case basis, focusing on performance, player resonance, and alignment with our long-term strategy. Brands like Willy Wonka & The Chocolate Factory and The Wizard of Oz, both with Warner Bros., have incredibly strong equity with players, and we continue to see value in leveraging beloved brands when it enhances the player experience. We’re also thoughtful about balance, ensuring that we’re not over-indexed on any single license and that we maintain a healthy mix of both licensed and original content.
How much of your portfolio is dedicated to games that require the maintenance of a license for the theme? Do you plan to increase or decrease this percentage?
Our portfolio mix is based on performance. As our proprietary brands—such as Huff N’ Puff—have grown in popularity, we have shifted more of our portfolio to reflect player preferences. That said, we strongly believe in offering a diversified content strategy and will continue to pursue select, high-impact partnerships. The goal isn’t to eliminate licenses, but to be more deliberate about when and how we use them, ultimately making sure that the best games rise to the top.
What are the benefits of licensed themes versus proprietary brands?
It depends on the brand, the execution, and the product format. Some of our best-performing titles are proprietary because they offer strong mechanics, memorable characters, and familiar player experiences. At the end of the day, it’s the game play that drives performance. Popular brands can bring players in, but the experience has to deliver. That’s where we focus our energy. With proprietary IP, we have full creative and commercial control. We can evolve the characters, expand into new settings, bundle brands together, and release the same great content across all channels and markets. That flexibility creates value for operators and a sense of continuity for players.
What will your policy be going forward on pursuing new licensed brands and maintaining a stable of strong proprietary content?
We’ll continue to explore new brand partnerships as they align with our cross-platform strategy and deliver clear value to players and operators. At the same time, we’re investing in the long-term development of proprietary IP and building franchises that can grow across multiple releases, cabinets, and channels. Ultimately, it’s about balance. We strive to curate a portfolio that’s innovative, diversified, and built to perform.
