The firm will develop and distribute WWE-branded games.
US.- International Game Technology (IGT) and World Wrestling Entertainment (WWE) have signed a multi-year exclusive licensing agreement to develop and distribute WWE-branded omnichannel lottery games.
The deal includes turnkey promotional programs that feature WWE logos, Superstars as well as events and programs.
Jay Gendron, chief operating officer, lottery, IGT said: “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.”
Alex Varga, vice president, revenue strategy and development, WWE added: “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.”
The agreement represents WWE’s latest incursion in the gambling market after it partnered with DraftKings in March.
See also: IGT reports $984m in revenue for Q3 2021