he Kentucky Derby, annually staged on the first Saturday in May at legendary Churchill Downs in Louisville, Kentucky, is the world’s premier horse race and America’s original, extravagant and glamorous springtime sports party. Now, the excitement and tradition of “The Greatest Two Minutes in Sports” will be captured in Aristocrat’s new Kentucky Derby RFX stepper slot game.
Aristocrat President Nick Khin said, “We are thrilled to be the first company in the gaming industry to license the iconic Kentucky Derby brand. This has been a collaborative development effort with both our US and Australian R&D teams working on creating an exciting game and product concept around this worldwide recognized brand.”
“The Kentucky Derby is one of the few sporting events in the world that appeals to millions of people from every walk of life,” said Casey Cook, Churchill Downs Incorporated VP, Brand Development & Marketing. “While the ‘Run for the Roses’ remains rich in tradition, the Derby brand continues to evolve. This thrilling new partnership with Aristocrat Technologies is a unique and exciting platform to extend the Derby brand and communicate our modern-day relevance to a broader, entertainment-seeking audience with similar interests to those of our sport’s core and casual customers.”
The new game will make its world premiere at the Global Gaming Expo (G2E), which takes place November 17-19 at the Las Vegas Convention Center. The game will be launched just prior to the 136th running of the Kentucky Derby Presented by Yum! Brands on Saturday, May 1, 2010.
The 5-reel RFX stepper product will deliver 135 years of brand recognition to the game and bring the heart of Louisville to the heart of casinos. The new game will premiere with a choice of two unique, themed launch base games: Oaks Day and Run for the Roses. Players will race for a four-level interactive jackpot with a Hyperlink trigger.
Jackpot Partners represented Churchill Downs in the deal, leveraging the Kentucky Derby brand into a new compelling entertainment product.