Rooted in Friendship: Light & Wonder invests in Bang Bang Games
Earlier this year Light & Wonder announced an investment of 20 per cent equity in slot studio Bang Bang Games. With a strong focus on creativity and plans for global expansion, Stuart Banks, Managing Director of Global Partnerships at Light & Wonder, and Frank McPolin, Managing Director at Bang Bang Games, discuss a partnership that extends beyond strategic collaboration and is rooted in friendship and a shared vision.
What strategic benefits does Light & Wonder aim to achieve through its equity investment in Bang Bang Games?
Stuart Banks, Managing Director – Global Partnerships, iGaming, Light & Wonder: This was not just a financial decision for us. Bang Bang Games brings something special, and it was more about backing a team we genuinely believe in and making sure we keep delivering new, innovative and engaging content.
Bang Bang Games have a real creative spark, and know how to build clever, entertaining games that hit the mark with players. We have worked together for a long time and our platform is understood from the inside out. This investment has deepened our relationship and is helping us grow together in a way that benefits everyone, especially our operator partners and their players.
How will the investment from Light & Wonder influence Bang Bang Games’ product development and innovation capabilities?
Frank McPolin, Managing Director, Bang Bang Games: Having a strong partner behind us really boosts our confidence and allows us to grow. We have always dreamed big, but now we have a collaborator who really gets the intricacies of game development and can support us both technically and creatively.
Working with Light & Wonder on projects centred around intellectual property, for example, opens exciting new opportunities for our team’s creativity to flourish. It gives us room to scale, take more creative risks, and to plan for the long term.
How does the investment align with Light & Wonder’s broader growth and diversification strategies in the iGaming sector?
Stuart: It aligns perfectly with our vision. We are dedicated to supporting studios that offer fresh perspectives and have the potential for growth. Through Light & Wonder Spark, our studio support and distribution programme, we nurture promising partners, equipping them with the tools to take their talents global.
Bang Bang Games embodies this model; they are technically proficient, creatively bold, and possess a true entrepreneurial spirit. This partnership is just the beginning and we hope it marks the first of many strategic programmes that will diversify our content and enhance our portfolio.
What opportunities does this partnership open up for Bang Bang Games in terms of market expansion, particularly in North America?
Frank: Being part of the Light & Wonder Spark ecosystem puts us in an advantageous position as new states come online. The growth we have experienced in North America has been nothing short of remarkable, and this partnership with Light & Wonder is all about building on that momentum.
Their extensive reach, deep regulatory knowledge, and strong connections with operators are unmatched. As we move forward, I firmly believe we are in the best position to expand our international presence and make a significantly larger impact.
In what ways does Bang Bang Games complement Light & Wonder’s existing portfolio of gaming content and services?
Stuart: Bang Bang Games are instantly recognisable, striking a brilliant balance between bold creativity and strong performance. Having already seen great success across Europe, they are now building real momentum in North America.
Their games combine bold visuals with smart game mathematics, and their unique style complements the diverse content we offer through our Light & Wonder Spark studios. This not only enhances our portfolio, but also gives our operator partners a wider choice of engaging, high-quality content for their players.
How will Bang Bang Games look to leverage Light & Wonder’s resources and networks to accelerate its growth trajectory?
Frank: For us, it is about alignment, alongside mutual respect and support. We work closely together on roadmaps, fix technical issues quickly, and share ideas. It feels like we are part of a family, and our voices are heard.
This type of partnership is a two-way street, making it easier to launch games, solve problems quickly, and innovate more rapidly. We feel we are listened to, and Light & Wonder takes our feedback on board.
What specific support mechanisms does the Light & Wonder Spark partner programme offer to partner studios like Bang Bang Games?
Stuart: At Light & Wonder Spark, we believe that true partnership goes beyond distribution and is more about collaboration. Not only do we offer technical support, we provide strategic planning and market access to help studios thrive and succeed. With our platform, developers can create their games while tapping into our global network of operators.
This dynamic ecosystem allows studios to connect with players more quickly and effectively, while we enjoy a continuous flow of new and localised content. Together, we believe we can create amazing experiences for gamers around the world.
How does the Light & Wonder Spark partner programme differentiate itself from other industry support programmes for gaming studios?
Frank: Honestly, it is like we are working with friends rather than just another business relationship. We are not just another name on a distribution list; we are actively involved in shaping the platform. Our insights contribute to meaningful improvements, and we collaborate in developing the roadmap together. This partnership fosters a close-knit community of developers, where we challenge and support one another in equal measure. It is a genuine symbiotic relationship that enhances our experience and drives innovation.
Are there plans for further investment in Bang Bang Games by Light & Wonder?
Stuart: We are always eager to explore partnerships that align with our goals and keep the door open where there is mutual value. Currently, our primary focus is on fostering the growth of Bang Bang Games through our Light & Wonder Spark initiative. We are thrilled about the prospect of co-developing games, and we are excited to venture into new markets together. We see this is a long-term journey, one that we are only just getting started.
What are the long-term strategic goals for Bang Bang Games?
Frank: Our goal is to establish ourselves as a global studio that consistently creates high-quality, memorable content. With Light & Wonder Spark, we are growing and expanding into exciting new markets, such as Brazil and South Africa. We have laid a strong foundation, and now it is time to build on it.
