IGT has penned a multi-year agreement with Authentic Brands Group, the owner of the Marilyn Monroe estate and global brand development business, granting IGT licensing rights to develop and distribute Marilyn Monroe-themed lottery games.
One of the most recognisable faces in entertainment history, Monroe will be the subject of omnichannel lottery games developed by IGT. The firm intends to develop instant tickets branded with the entertainer’s images as well as new draw-based games and mobile games featuring Monroe.
Furthermore, IGT has spelled out its aims to develop “exciting and comprehensive experiences for lottery customers and their players.”
“Marilyn Monroe is one of the most recognisable female entertainment icons in history,” said Jay Gendron, IGT Chief Operating Officer, Lottery.
“IGT looks forward to leveraging the legendary Marilyn Monroe brand to create exciting, high-quality games across all lottery channels for our U.S. and Canadian customers and their players.”
Monroe remains one of the most famous entertainment stars in history, renowned for her individuality and confidence. Still to this day, some 59 years after her death, she inspires films, songs and books and boasts around 15 million social media followers. Authentic Brands Group (ABG) controls her estate and have sanctioned the licensing for IGT to commercially use Monroe’s imagery.
“ABG is pleased to partner with IGT to create exciting omnichannel lottery games for Marilyn Monroe fans and lottery players alike,” added Marc Rosen, Group President, Entertainment, Authentic Brands Group.
“IGT is a proven leader in adopting well-known brands and transforming them into extraordinary lottery products and experiences.”