Global lottery and gaming machine innovator International Game Technology (IGT) has signed a multi-year deal that extends its long-running brand licensing relationship with giant casino operator Caesars Entertainment Corporation.
The news comes only days after IGT inked a patent cross-licensing agreement with rival Scientific Games Corporation and means that the London-based firm will be able to continue utilizing several Caesars Entertainment Corporation brands in the lottery space in the United States, Canada and Europe.
“IGT is happy to extend our partnership with Caesars Entertainment [Corporation] and continue offering lotteries and their players relevant licensed content and unforgettable experiences,” read a statement from Michael Chambrello, North America Lottery Chief Executive Officer for IGT. “The Caesars Entertainment [Corporation] brands represent the ultimate in luxury and gaming and meaningfully resonate with our customers and their players.”
An extension to a relationship that began in 2008, the latest arrangement will see IGT permitted to utilize the Caesars, Harrah’s, Paris Las Vegas, Rio, Flamingo and Horseshoe brands in the lottery industry. The firm declared that these will offer players the chance to enjoy a range of experiences via second chance promotions while operators are to be able to deliver “experiential prizes locally or on a grander scale in well-known resort cities” such as Las Vegas and Atlantic City.
“We look forward to continuing our partnership with IGT,” read a statement from Annette Weishaar, Partnerships and Channel Marketing Senior Vice-President for Las Vegas-based Caesars Entertainment Corporation. “Together, we have already achieved great results in the lottery industry and we are confident that IGT’s expertise and experience will continue to drive success.”