At this year’s ICE Barcelona, Evolution is positioning itself less as a game supplier and more as a long-term architect of live casino entertainment. The company’s stand is built around two messages: the commercial debut of its partnership with Hasbro, and a roadmap for 2026 that prioritises structure, brand clarity, and scale.
Rather than focusing on isolated launches, Evolution’s presentation frames its upcoming releases as part of a wider strategic shift in how live and RNG content is produced, branded, and consumed.
Turning global brands into live-first experiences
The collaboration around Monopoly with Hasbro is Evolution’s most visible talking point in Barcelona, but the significance lies less in the licence itself and more in how it is being deployed. Instead of adapting Hasbro brands into traditional slot mechanics, Evolution is using them as foundations for live formats designed to function as entertainment products in their own right.
Among the titles previewed are MONOPOLY Filthy Rich, a large-scale live game show concept, MONOPOLY Roulette, and Game Night, which combines several Hasbro properties into a single live experience. Together, they reflect a broader industry movement: live casino is no longer defined purely by table games, but increasingly by broadcast-style formats built for prolonged engagement.
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A portfolio strategy built on differentiation, not volume alone
Alongside its licensed content, Evolution outlined a detailed roadmap for 2026 that includes 119 planned releases across live casino and RNG. These games will be developed across the Group’s studios: NetEnt, Red Tiger, Ezugi, Nolimit City, Big Time Gaming and Sneaky Slots.
What stands out is the deliberate effort to sharpen each studio’s identity. Rather than blending output into a uniform catalogue, Evolution is allowing each brand to lean into its own creative heritage and target audience. For operators, this makes portfolio construction more intentional; for players, it reinforces familiarity and brand loyalty.
This approach also reduces internal overlap, a challenge that large multi-studio groups increasingly face as content libraries expand.
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Customisation as a competitive lever
Another element of the 2026 strategy is the next phase of Evolution’s Dream Creator platform. Scheduled for release next year, the updated toolset will enable operators to design exclusive slot titles with customised mechanics and features.
In mature and highly regulated markets, where bonus-led acquisition has lost effectiveness, bespoke content is becoming a key retention lever. Evolution’s move suggests it sees operator-level differentiation as a growth driver, not just a service add-on.
Land-based relevance remains part of the picture
While online innovation dominates attention, Evolution is also reinforcing its land-based ambitions. At ICE, the company is showcasing Gaming Arts terminals featuring Divine Fortune Ascension and Starburst Supernova, extending NetEnt’s best-known titles into physical casino environments.
This omni-channel presence reflects a pragmatic view of market development: while digital channels continue to grow, land-based casinos remain strategically important in several regions, particularly when integrated into hybrid models.
Milestones that frame the next phase
The 2026 roadmap coincides with two anniversaries: 20 years since Evolution’s founding and 30 years since NetEnt entered the market. For the Group, these milestones serve less as a retrospective and more as a reference point for scale.
From early live roulette streams to globally distributed HD productions, Evolution’s growth mirrors the professionalisation of live casino as a category. The company’s current focus on licensed IP, production value, and format-driven content suggests that the next phase will be shaped by competition for attention, not just market share.
Reading between the lines
Evolution’s ICE Barcelona showcase sends a clear signal to the industry. Growth is no longer driven solely by faster release cycles or incremental features. Instead, it hinges on content that feels recognisable, differentiated, and capable of standing alongside mainstream digital entertainment.
For operators, this raises expectations around content strategy. For suppliers, it sets a higher bar for production, branding, and long-term planning. ICE Barcelona, in this context, becomes less about unveiling products and more about illustrating where live casino is heading next.
