Do these companies approach Stern or does stern Approach these companies to build these licensed themes?
I can understand this theme if WWE approached Stern to make a pinball.

Is that what is going on here and Stern isnt actually coming up with the titles at all?

Regards Rich

In my opinion - Market research - then Stern go after the license.

WOZ is a classic example. Here in Oz, we laugh at the theme - but in the USA, certain brands mean big $. Stern would be listening to pinball fans at shows and social media. They would have an idea of what is "hot" and what licenses can be utilized to make the profits roll in. Stern have acquired licenses that they might not use now. KISS is the example - they have the license, but what do they do with it ? how do they PRESENT the game - marketing is not an issue. Same as AC/DC and Metallica - fans are nuts and will buy expensive toys. WWE is a good them for the USA market, but I'm hearing it has the crappy photoshopped art. cutting corners already ? I know Stern has been asking for the KISS license since 2008-2009. They would be locking in other licenses and they would have planned at least the next 2-3 titles.