International Game Technology PLC (IGT) has signed a multi-year licensing agreement with Authentic Brands Group (ABG), granting the firm exclusive property licensing rights to develop and distribute Elvis Presley-themed lottery games throughout the US and Canada.
In addition to instant tickets, draw-based games, and mobile and interactive games, IGT will develop turnkey second-chance promotions and comprehensive experiences for lottery customers and their players. ABG is a global brand development, marketing, and entertainment company and owner of the Elvis Presley brand.
Jay Gendron, IGT Chief Operating Officer, Lottery, said: “Elvis Presley is one of the most influential pop culture icons of the 20th century, and IGT is excited to offer Elvis games to our customers and their players.
“We are committed to bringing a robust, multi-channel and multi-jurisdictional program to the lottery community by extending this brand across all available platforms and territories.”
With more than 15 million fans across social media and growing, Elvis Presley’s legacy continues to inspire today’s most influential musicians, designers, entertainers, and social influencers and captivate audiences around the world.
Marc Rosen, Group President, Entertainment, Authentic Brands Group, added: “We’re very pleased to be partnering with IGT to create fun games for Elvis fans and lottery players alike. Elvis has a special way of continuing to delight fans and we’re excited to see how people react to this engaging and interactive format.”
Earlier this month, IGT published its financial results for the fourth quarter and full-year for the period ended December 31, 2020, declaring a 23% fall in total 2020 revenue.
