Because of their immense popularity, certain products acquire iconic status. They are then able to use their brand equity to market other products. Online slot games are ideal vehicles to effectively utilize the brand equity of other products. The online gaming software provider Microgaming was among the first to launch branded online slot games.

The video games Tomb Raider and Hitman from Eidos Interactive had become the rage a few years ago. Microgaming tied up with Eidos Interactive to develop online slot games based on Tomb Raider and Hitman. It was not possible to incorporate the action of the video games into the slot game. But by stylizing the graphics in a similar manner and basing the bonus game on the second screen on the video games Microgaming was able to achieve a close identification of their slot games with the original video games. Some action sequences were incorporated through introductory clips and animations. Microgaming launched Tomb Raider first and Hitman later. So popular was Tomb Raider as a slot game that Microgaming launched a sequel called Secrets of the Sword.

Another online gaming software provider to use branded online slot games in its portfolio was WagerWorks. WagerWorks chose the most popular board games ever, Monopoly and Cluedo, as the brands for its slot games. It was easier to replicate these board games in the bonus rounds of the online slots. For example in Monopoly the bonus round displayed the Monopoly board with the players moving around it on the roll of the dice as in the real game. Though both Microgaming and WagerWorks chose extremely popular brands they did not bring in branded online slot games in quantity.

It was Cryptologic that unleashed the power of branded online slot games through its Marvel Comics series. These slot games featured Marvel Comics superheroes like Spiderman, The Incredible Hulk, Elektra, Captain America and Fantastic Four. There are more than 15 online slot games based on these superheroes. The symbols on the reels dug deep into the legends behind the superheroes. They included their enemies and friends, their weapons and even the source of their superpowers. The action was provided through animations, introductory clips and bonus games. Cryptologic has also launched a different kind of branded online slot games in its Casual Games series. These slot games are not structured in the traditional reel format and are based on unusual games like Bejeweled, Jenga and Cubis.

Cryptologic has made it a strategy to use branded online slot games to increase its reach in the online gaming market. In 2009 it has entered into agreements with DC Comics and Paramount Pictures to use their brands in its slot games. Online branded slot games based on DC Comics superheroes like Batman, Wonder Woman and Superman have already gone live. So have slot games based on Paramount Pictures movies like Braveheart and Forrest Gump. Using iconic movies as brands is more effective because clips from the movies can be incorporated into the slot game in a number of ways. The identification with actual scenes from the movie is stronger giving more power to the brand equity.

Playtech is the latest online gaming software provider to jump onto the bandwagon of branded online slot games. It has tied up with Marvel Movies to produce online slot games based on Marvel Movies superheroes as a distinct from Marvel Comics superheroes. Though the heroes and the legends are the same the styling is it different because the movies have presented the superheroes in a different manner from the comic books. The Incredible Hulk and Iron Man are already live and four new branded online slot games based on Marvel Movies are expected to be launched early next year.