IGT and WWE agree multi-year lottery game development deal
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.
IGT will also distribute the WWE-branded games in addition to promotional programmes, which will feature WWE logos, superstars and events.
The deal represents WWE's latest foray into the gambling sphere, having formed a gaming partnership with DraftKings in March 2021.
Alex Varga, WWE's vice-president of revenue strategy and development, said: “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.”
A strong lottery arm was a key part of IGT's business last year, bringing in revenue of more than $1bn.
Jay Gendron, IGT's chief operating officer 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.”