Monopoly creator enters gambling market

Hasbro games to appear in casinos

Hasbro, the world-famous company for the production of board games, including the legendary Monopoly, has officially announced its entry into the gambling market.

According to a press release dated July 1, 2025, the company has signed new multi-year licensing agreements with leading industry representatives: Aristocrat Gaming, Evolution, Galaxy Gaming and Bally's Interactive.

Side note: Hasbro, Inc. is an American company, one of the world's largest manufacturers of toys and entertainment content. It owns such famous brands as Monopoly, Transformers, My Little Pony, Nerf, Play-Doh, Dungeons & Dragons. The company is actively developing digital versions of games, licensing its brands in films and on television.

This partnership will open a new page in the history of Hasbro brands. The first gaming products based on Monopoly and other iconic brands will appear on the market in January 2026.

Who is responsible for what: major partners and formats

Under the agreements, each of the partners will receive their own niche:

• Evolution will become an exclusive online partner responsible for creating games in the live show format, as well as developing slots through subsidiary studios - NetEnt, Red Tiger and Big Time Gaming. Among the announced products are MONOPOLY Big Baller, MONOPOLY Roulette, as well as new games based on Yahtzee and Battleship.
• Aristocrat will develop slot machines for land-based casinos based on Monopoly
• Galaxy Gaming - the creation and distribution of table casino games on the same brands.
• The Bally's Interactive platform will provide omnichannel distribution (integration of all possible product distribution channels) in the American market.

Hasbro's new vector: "play to win"

Hasbro's entry into the gambling market is part of the Playing to Win strategy, first presented by the company in February 2025. The strategy involves more active use of the company's intellectual property in new formats, including digital and gaming products for adult audiences.

According to Claire Hunter-Gregson, Hasbro's senior director of brand licensing, "these deals help us meet fans where they are, whether at the family table or on the casino floor." Evolution representatives, in turn, called Monopoly "the best casino brand in the world" and promised "the next great chapter" in the history of gaming entertainment.

Hasbro is promoting itself as a brand that can not only entertain children, but also adapt to an adult audience. Given the scale of the partnerships and the recognition of the IP, the new strategy could be a real breakthrough for the entire gambling industry.

After the announcement, Hasbro shares rose by +4.3%, and Goldman Sachs upgraded the company's rating to "Buy".

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