International Game Technology (IGT) has signed a multi-year licensing agreement with World Wrestling Entertainment (WWE) which will see the supplier develop WWE-themed omnichannel lottery games.
For WWE, this deal follows on from last March’s partnership agreement with DraftKings and will also see IGT distribute the WWE-branded games and run promotional programmes featuring the WWE logos, superstars and events. Lottery has become an important element within the IGT business portfolio, generating over $1bn in revenue in 2021 alone.
Alex Varga, WWE’s VP of Revenue Strategy & Development, commented: “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. 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.”
Jay Gendron, IGT’s COO for Lottery, added: “The WWE brand has broad appeal that reaches diverse age groups and cultural demographics in many geographies. 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.”