Evolution Hasbro partnership and Rhode Island launch analysis
The iGaming industry landscape is shifting rapidly as Evolution cements its position with pivotal new partnerships and market expansion. By becoming Hasbro’s exclusive online casino licensing partner and launching into Rhode Island with Bally’s, Evolution is setting a new standard for cross-industry collaboration and US market reach. Let’s break down why these moves are sparking interest not only among industry analysts but also among operators and enthusiasts keenly watching the future of digital gaming.
Evolution and Hasbro’s exclusive deal marks a new era in online casino branding
Evolution’s latest coup is securing exclusive rights to develop online live casino and slot games based on Hasbro’s best-known brands, such as Monopoly, Dungeons & Dragons, and Mr Potato Head. The significance of this agreement rests on a few vital points:
- Hasbro’s most recognized IPs, particularly Monopoly, have a global cultural cachet unmatched in board gaming and entertainment circles,
- Evolution has proven its ability to translate these brands successfully into online casino formats, as seen with hit titles like Monopoly Live and Monopoly Big Baller,
- The deal follows a competitive request-for-proposal process, with Evolution emerging as the trusted partner despite strong interest from other suppliers.
Players and operators can expect a suite of new products, with the first Hasbro-branded games poised to launch in January 2026. Notably, these will span multiple major Evolution brands, including NetEnt, Red Tiger, Ezugi, and Big Time Gaming. According to Todd Haushalter, Evolution’s Chief Product Officer, the partnership harnesses a “world’s best casino game brand” and opens the possibility to reimagine how entertainment IPs meet casino innovation.
What Hasbro’s ‘Play to Win’ strategy means for the iGaming market
Hasbro’s strategic move to expand into gambling entertainment is rooted in its ‘Play to Win’ philosophy, which aims to connect with fans wherever play happens, from the game table to the digital casino. By diversifying their partnerships, also signing deals with Aristocrat Gaming, Galaxy Gaming, and Bally’s—they’re leveraging a multi-channel approach:
- Aristocrat will develop Monopoly games for land-based venues,
- Galaxy Gaming is bringing titles like Battleship and Yahtzee to casino table game pits,
- Bally’s will serve as Hasbro’s B2C online casino operator, complementing Evolution’s exclusive development role.
This cross-vertical expansion ensures Hasbro brands will be visible in both online and brick-and-mortar environments, reaching diverse audiences and creating a feedback loop between digital and physical gameplay styles.
Evolution enters Rhode Island market, deepening US foothold with Bally’s
In tandem with its Hasbro licensing win, Evolution has strategically entered the Rhode Island iGaming market, collaborating with Bally’s to integrate its slots and live dealer offerings. The highlights are clear:
- Evolution slot content from NetEnt, Red Tiger, and Big Time Gaming is now available to Rhode Island players via Bally Casino,
- Exclusive Bally’s-branded live dealer Blackjack tables have launched in New Jersey and Pennsylvania, offering a personalized, integrated experience,
- This expansion marks Evolution’s active presence in all seven US states currently regulating online casino gaming.
Jacob Claesson, CEO of Evolution North America, highlighted the collaboration’s importance in delivering “world-class gaming experiences” while extending Evolution’s reach to new regulated territories. For both companies, the partnership is a strategic step aligning with ongoing efforts to build market share and enhance the US online casino proposition.
Regulatory shifts and Evolution’s strategy
While 2025 is shaping up as a banner year for Evolution’s brand-building efforts, the company is also navigating regulatory complexities. In December 2024, the UK Gambling Commission reviewed Evolution’s license after finding its games distributed via unlicensed operators. This scrutiny prompted Evolution to intensify oversight, withdrawing from some black and grey markets.
The direct implication was a short-term hit to profitability—first-quarter 2025 profits dropped 5.4% to €254.7 million, even as group net revenue climbed nearly 4% year-on-year. Evolution’s CEO, Martin Carlesund, made clear the company’s “commitment to supporting the licensed UK market” and preventing unlicensed traffic. This is emblematic of how leading iGaming suppliers are adapting, prioritizing long-term licensed market integrity over immediate, less-regulated profits.
Why Hasbro brands remain a jackpot for online casinos
The unique value of Hasbro brands lies in their multi-generational appeal and ubiquity. Monopoly, especially, has been a household name since the 1930s and remains vibrant under Hasbro’s stewardship since 1991. Integrating these brands with engaging live casino mechanics—think live-hosted game shows or immersive slots—creates sticky, differentiated content:
- This strengthens operator portfolios by drawing in non-traditional casino audiences,
- It deepens player engagement through familiar mechanics and nostalgic appeal,
- It sets the stage for further brand innovation as digital gaming continues to mature.
Claire Hunter Gregson, Hasbro’s director of gaming relationships, underscored this, noting the intent to bring beloved brands to life “in fresh, exciting ways for our adult fans”.
The bigger picture: Culture, regulation, and the future of branded iGaming
Evolution’s intertwined deals with Hasbro and Bally’s are about much more than adding new titles. They reflect a distinct phase in iGaming’s evolution, where licensing, brand collaboration, and regulatory compliance intersect with broader entertainment trends. As regulators sharpen oversight and players demand richer, more diverse content, suppliers able to expertly balance these forces will lead the industry forward.
From a cultural standpoint, the synergy between classic brands and digital formats not only enhances player enjoyment but also de-stigmatizes online gambling by aligning it with familiar and family-friendly IPs, albeit in adult-focused settings. This convergence will become a focal point for future industry debates on responsible gaming and brand stewardship.
Looking ahead: What to expect from Evolution and its partners
With the first wave of new Hasbro-branded games slated for launch in early 2026 and Bally’s integrations rolling out across major US states, market watchers should expect several developments:
- Broad adoption of Evolution’s Hasbro titles by operators aiming to stand out in crowded online casino lobbies,
- Expansion into additional regulated markets as more US states and global regions open to iGaming,
- Further bold licensing deals as competitors seek to replicate the blueprint set by Evolution and Hasbro.
Ultimately, the ongoing partnership and market milestones position Evolution at the intersection of gaming tradition and cutting-edge digital entertainment. These moves will be watched closely as indicators for both the commercial direction and cultural perception of the online casino sector in the years ahead.
