IGT agrees brand licensing deal with WWE

New York-listed International Game Technology (IGT) has signed a multi-year exclusive licensing agreement with World Wrestling Entertainment (WWE).

The agreement allows IGT to develop and distribute WWE-branded omnichannel lottery games and turnkey promotional programs featuring WWE marks, superstars, events and programs, including WrestleMania.

"The WWE brand has broad appeal that reaches diverse age groups and cultural demographics in many geographies," said IGT Lottery chief operating officer Jay Gendron. ”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.”

WWE vice president of revenue strategy & development, Alex Varga, 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."

WWE agreed a deal last year for DraftKings to serve as its official gaming partner.

Shares in International Game Technology plc. (NYSE:IGT) closed 1.19 per cent lower at $29.00 per share in New York Friday.