IGT has signed a multi-year exclusive licensing agreement with the WWE to develop a range of omnichannel WWE branded lottery games.
Seeking to diversify its customer base, IGT will gain access to the likeness and images of the WWE brand, logos, events, programs and superstars for use in its games and turnkey promotions.
“IGT is the clear industry leader in the lottery and gaming space, and we look forward to collaborating by bringing our intellectual property to our fans and lottery games around the globe,” said Alex Varga, WWE Vice President, Revenue Strategy & Development.
“This is an exciting opportunity for us to continue to leverage the strong crossover between the WWE Universe and another segment of the gaming landscape.”
The firm recently outlined its intentions to develop a line of player-focused omnichannel lottery games in a bid to increase player retention and grow revenues.
Writing in Lottery Daily, IGT stated: “Omnichannel content is based on successful retail and digital games with strong brand affinity. This convergence of retail and digital channels for lottery play has grown dramatically throughout the pandemic, and indications are strong that this trend will continue.”
The deal with the WWE follows on from IGT agreeing a deal 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.
“The WWE brand has broad appeal that reaches diverse age groups and cultural demographics in many geographies,” added Jay Gendron, IGT Chief Operating Officer, Lottery.
“IGT looks forward to melding the unique WWE assets with IGT’s lottery expertise to create appealing, high-quality games and second-chance promotional opportunities for our global customers and their players.”