Comic book entertainment super-company Marvel may be giving up the lucrative world of gambling, as an article in the New York Times reports that the group will not renew any licensing deals with gaming firms once they expire.
Marvel owns several large comic book franchises such as Iron Man, Spiderman, The Hulk, Captain America, The Avengers and more. The firm's about face comes as a push to make the property a more family friendly group.
Marvel was purchased back in 2009 by Disney for more than $4.4 billion. It is almost certain that the move to put the kibosh on the gambling products came from the top.
Currently Marvel properties are branded across several different gaming products, including lottery tickets, online slots, and land based slot machines.
Speaking to the New York Times, a Marvel spokesperson said that, "(Marvel has) ...signed its last slot machine deal."
While the outlook of popular games such as Playtech's Iron Man 2 slot may be dim, it will likely take a few years time for the existing contracts to expire.
Casino Listings will update this story as more developments arise.