Authentic Brands Group Provides IGT With Exclusive Licensing Rights for Elvis Presley Lottery Games

  • Instant tickets, draw-based games, and interactive games are part of the deal
  • Games will be provided in the United States and Canada
  • Elvis Presley has 15 million fans on social media outlets despite passing away over 40 years ago
  • IGT has earned sports betting approval in Nevada and has signed a deal with Scientific Games 
Elvis Presley License Plate
IGT now has exclusive rights to create and distribute Elvis Presley-themed lottery games, including mobile and interactive products. [Image: Shutterstock.com]

Development and distribution deal

International Game Technology (IGT) is ready to provide lottery players with a unique option featuring the “King of Rock and Roll.” The company has signed a new multi-year licensing agreement with Authentic Brands Group, earning exclusive rights to use the Elvis Presley brand. New Elvis Presley lottery games will launch in the United States and Canada, some 40+ years after his death.

instant tickets, draw-based games, mobile, and interactive games

IGT has plans to create instant tickets, draw-based games, mobile, and interactive games with the deal. Promotions and experiences are also on the agenda for lottery customers.

Elvis Presley lottery games

While Elvis Presley may have debuted more than six decades ago, his legacy lives on today. With over 15 million fans on social media channels, the brand captivates audiences daily. IGT is excited to offer games featuring the King, with company chief operating officer of lottery Jay Gendron calling him “one of the most influential pop culture icons of the 20th century.”

IGT has plans to extend the Elvis brand on all available platforms and territories. A multi-channel and multi-jurisdictional program will be created for the lottery community using the brand.

Marc Rosen, the group president of entertainment for Authentic Brands Group, commented that the company is pleased to have partnered with IGT to create games based on Elvis’s likeness.

Rosen stated further that Authentic Brands Group is excited to see how people react to IGT’s new interactive format.

Sports betting expansion, Scientific Games deal

Along with the new Elvis Presley lottery games deal, IGT has been busy securing other deals across the US. Earlier this month, IGT announced that Nevada officials approved its PlaySports platform.

With the approval, the brand can now expand its sports betting offering in the state. The technology is available to any retail or mobile sportsbook operating in Nevada.

IGT has added PlaySports in 16 states with over 40 locations spread throughout the country. Operations in Virginia, Colorado, and Arkansas are among available options.

At the same time, IGT and Scientific Games have signed a new cross-licensing agreement to combine their portfolios of cashless gaming technology. Both companies can sell the same patented cashless casino management systems in the United States.

The cashless systems ensure operators can provide a safe payment option for casino players, particularly during the COVID-19 pandemic. This new agreement will help minimize the risk of infection between staff members and customers at properties that utilize the systems.