This year, White Hat Studios made history by becoming the first supplier to enter all seven regulated US igaming markets after launching in Rhode Island in March. Daniel Lechner, Senior VP of Sales and Marketing at White Hat Studios, told CDC Gaming in an interview, “The entire team has made a big effort to get White Hat Studios’s content live in all seven regulated states. Every state has its regulatory guidelines, meaning each has unique quirks and challenges. Since our first launch in Michigan in 2022, we’ve gained significant experience that helps with every market entry and further improves our operational efficiencies.”
White Hat Studios is an independent game development and design studio that serves as the content arm of igaming tech provider White Hat Gaming. The company was formed in 2021 after acquiring an RGS, brand, and gaming catalog from Blueprint Gaming, one of Europe’s biggest icasino content providers.
U.S. partnerships
The full coverage of igaming states was facilitated through partnerships with 95%+ of the market. The most recent deployments were with Caesars (New Jersey, Michigan, and West Virginia), BetRivers (Delaware), FanDuel (Connecticut and Pennsylvania), and Bally’s (Rhode Island).
According to Lechner, White Hat’s goal is “to deliver immersive entertainment experiences to U.S. players, driving engagement and revenue for partnered operators.” In recent weeks, the developer has leveraged partnerships with brands like betPARX and bet365 to further expand its U.S. market reach.
White Hat’s growth in numbers
White Hat Studios’s U.S. expansion correlates with its growth so far in 2024. According to the August Eilers-Fantini report, White Hat Studios has increased its gross gaming revenue (GGR) to 5.1% from 3.3% the previous year.
The studio has appeared in the Eilers-Fantini top and new best 25 U.S. titles by GGR report for the last 12 months, often breaching the top ten. Two of White Hat’s IP-branded slots, The Goonies Hey You Guys and Ted, and its original game, Almighty Buffalo Megaways, are the studio’s best-performing slots.
White Hat Studios was also mentioned in the “Numbers to Notice” section of the May 2024 Eilers & Krejcik Gaming reports after securing a 4.6% market share and has since grown to 5.1% of GGR market share and 6.3% of slot market share.
“A key factor in the company’s success is this mission and belief that White Hat’s content and products are truly industry-leading, evidenced by our regular appearances in the monthly Eilers-Fantini and Eilers & Krejcik Gaming reports,” says Lechner.
IP content a large contributor
The Eilers-Fantini reports demonstrate that White Hat Studios’s leading content is its exclusive IP games. “Our branded games are a key driver of our engagement rates. The benefit of these types of slots is that they can reach a wider audience compared to original concepts,” Lechner explains. “They can hit the ground running with regard to generating revenue as a result of existing brand awareness, particularly with non-slot players as casinos target player acquisition or sports crossover.”
Lechner added, “For example, ‘Rick and Morty’ is a popular global TV show, so players will gravitate to the game, as they’re already familiar with the brand. However, although branded content has an initial draw, it’s still crucial to ensure gameplay is engaging. The brand can attract players to begin with, but if gameplay is substandard, they quickly lose interest. There’s a fine balance to strike between placing the brand at the center of the action, while still making sure gameplay pushes boundaries.”
White Hat has over two dozen IP slots and table games and more brand collaborations and game releases are announced regularly. The company’s portfolio of collaborative branded games, aptly named the House of Brands, will play a pivotal role as it continues its expansion throughout the U.S.
“New entrants to the U.S. market need to have a cutting edge in order to make a breakthrough and becoming the House of Brands provided us with a clear route to market that would resonate with operators and players. Branded content naturally attracts attention,” Lechner continues, “and by curating a catalog of IP slots, White Hat Studios has successfully delivered players compelling gameplay, in turn, driving engagement for partnered operators.”
Establishing branded partnerships
White Hat Studios has already partnered with recognizable brands like Peaky Blinders (Banijay), The Goonies (Warner Bros.), and Ted (Thunderbuddies). “The initial process involves ensuring that the values of each company align, which in turn allows for the establishment of a culture of collaboration,” says Lechner, discussing the studio’s procedure for establishing content deals with new brands. “It’s also important that we fully understand the partner and vice versa, to allow for the brand to be accurately portrayed in the game.”
The company recently announced over a dozen new slot releases for H2, adding to its game library of franchises, such as The Flintstones and The Lost Boys.
“On top of those titles, White Hat Studios has developed a dystopian slot in partnership with Black Mirror, which incorporates the sci-fi theme of the fan-favorite show. The cutting-edge technology showcased in the series captured the imagination of a global population and the collaboration aims to provide a stimulating gaming experience,” Lechner says.
Measuring success beyond numbers
White Hat Studios has received several award nominations this year. In 2024, the company was shortlisted for the EGR North America Award for Best New Game, Employer of the Year, and Casino Content Supplier, following its 2023 wins of both EGR and SBC Rising Star.
Discussing the company’s core values and initiatives that led to being shortlisted for Employer of the Year, Lechner describes how the workplace culture is an essential part of White Hat. “There is a strong emphasis on employee well-being and work-life balance. Flexible working hours and remote working break down traditional barriers surrounding this balance, which has led to a satisfied workforce. Staff that feel valued and believe in the company’s mission are the key to success.”
White Hat’s Almighty Buffalo Megaways Jackpot Royale was also nominated for Top Performing New Online Slot at the 6th annual Eilers & Krejcik Gaming Awards.
“IP content consistently ranks among White Hat Studios’ top-performing games,” Lechner acknowledges, “but slots with the Jackpot Royale mechanic integrated are also successful both in terms of the GGR they produce and their popularity with bettors.”
Jackpot Royale is an exclusive North American version of Blueprint’s Jackpot King, a progressive jackpot mechanic included in White Hat’s Blueprint acquisition. “This feature is exclusive to White Hat Gaming,” explains Lechner. “The biggest jackpot pays out $175,000 on average and so far we’re seeing strong engagement from U.S. players. The reseed value is also generated by taking a 1% contribution from each bet, making it cost-effective for operators.”
Lechner discussed the company’s next steps toward expanding its existing U.S. market presence. “We’re proud to be the first supplier to go live in all regulated states. The team consistently has a finger on the pulse regarding the U.S. igaming scene and will keep an eye out for any opportunities that arise in the near future.
“As for new partnerships and projects, keep your eyes peeled, as plenty of new branded content will soon be released.”
