LONDON: International Game Technology PLC has signed a multi-year exclusive licensing agreement with WWE to develop and distribute WWE-branded omnichannel lottery games and turnkey promotional programs featuring company logos, talent, events and programs.
“The WWE brand has broad appeal that reaches diverse age groups and cultural demographics in many geographies,” said 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.”
“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.”
This is the latest move for WWE in the gaming space after inking a partnership with DraftKings last spring.
While finacial terms were not disclosed, Sportico reports that WWE, which already has partnerships with gaming companies such as Scopely and Take-Two Interactive, hopes the IGT deal will bolster its overall omnichannel strategy. Data show that WWE followers over-index into gaming, so this is a way for the Connecticut-based company to meet fans as close as their local convenience store.
