Brand development and distribution

IGT gets Marilyn Monroe licensing rights for omnichannel lottery games

IGT can now develop and distribute Marilyn Monroe-themed, omnichannel lottery games.
2021-11-02
United Kingdom
Reading time 1:09 min
After signining a multi-year licensing agreement with Authentic Brands Group, which owns the Marilyn Monroe Estate, the company now has the licensing rights to develop and distribute the actress' image as a part of its lottery games and dedicated experiences.

International Game Technology announced Monday it has signed a multi-year licensing agreement with Authentic Brands Group, a global brand development, marketing and entertainment company and owner of the Marilyn Monroe Estate, thus granting IGT licensing rights to develop and distribute Marilyn Monroe-themed, omnichannel lottery games. 

The deal involves instant tickets, draw-based games, mobile and interactive games, and IGT will also develop comprehensive experiences for lottery customers and their players.

“A thoughtful and progressive woman ahead of her time, Marilyn Monroe remains among the most famous and influential female stars of all time. Her life has inspired countless books, films, plays, paintings, songs and more. To date, she has nearly 15 million fans across social media platforms”, the company described in a statement. 

In an official press release, Jay Gendron, IGT Chief Operating Officer, Lottery, spoke about this new agreement and said: “Marilyn Monroe is one of the most recognizable female entertainment icons in history. IGT looks forward to leveraging the legendary Marilyn Monroe brand to create exciting, high-quality games across all lottery channels for our U.S. and Canadian customers and their players”. 

Marc Rosen, Group President, Entertainment, Authentic Brands Group, also spoke about this partnership and said: “ABG is pleased to partner with IGT to create exciting omnichannel lottery games for Marilyn Monroe fans and lottery players alike. IGT is a proven leader in adopting well-known brands and transforming them into extraordinary lottery products and experiences”.

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