Spider-Man
With the news that Disney, the brains behind Mickey Mouse and practically every other childhood icon, ever, has purchased Marvel for $4 billion, comic book fans and film fanatics have been busy discussing what this means for future Marvel output. However, one industry which has incredibly close links with Marvel has remained noticeably quiet: Let’s not forget that Cryptologic and PartyGaming respectively currently have deals with Marvel Entertainment.
So, why has it been all quiet on the casino front regarding Disney’s recent acquisition of Marvel? Well, perhaps it’s because one of the biggest and most moral companies in the world (we’re sure that statement has naysayers, but what the heck, they brought us Snow White) may not be keen to renew future contracts with the casino industry. Considering Disney used to ban men with facial hair from working at their theme parks, due to beatnik and hippy connotations, they might not be too happy about the idea of working with online casinos. However, to suggest that Disney is against anything which doesn't feature mice and fairies would be ridiculous; after all they own more adult-facing companies such as Touchstone Pictures and Miramax, which distributed Pulp Fiction.
The relationship between Marvel, home of superheroes and general heroic activities, and internet gambling has always been a rocky one. Back in 2008, Littlewoods were banned from using advertising which featured Spider-Man, one of the most iconic Marvel creations. The Advertising Standards Authority (ASA) ruled that while they “acknowledged that Spider-Man appealed to some adults but considered that the depiction of the popular comic book character was likely to have particular appeal to children and young people, regardless of the context in which it appeared.” Littlewoods then lost the ability to advertise a slot machine which Cryptologic (the software company which used to power the casino) had legitimately bought gaming rights for and developed.
While Marvel slots are safe for now, as Disney isn’t allowed to interfere with any existing licensing and marketing deals, when Cryptologic’s contract with Marvel runs out in 2011, it may be that Disney won’t be too interested in renewing. The casino industry won’t find out Disney’s view on gaming until then, but if Disney do renew, the very fact that they have entered into a deal with Cryptologic may send mixed signals to the media. After all, the ASA ruled that Littlewoods’ gaming adverts may appeal to children and by renewing a contract with Cryptologic, Disney would be openly brokering with a casino company over an image and brand which directly (apparently) appeals to children. For some reason, we reckon such a deal won’t be welcomed by wholesome Disney fans.
Hate to say it but I think
Hate to say it but I think Disney are stuck between a rock and a hard place with this one. If they don't renew, they lose out on a profitable deal, if they do, their wholesome image will suffer. Hate to be the person who decides whether to renew!