More than 40 years after his death, Elvis Presley is still the king – of endorsements. There are leather jackets, quilts, and even a “Don’t Be Cruel” face covering for those wanting to look cool in the face of COVID-19.
There also have been Elvis-themed slots, including Scientific Games’ Elvis Shake Rattling Reels.
Now, Presley might be the winning ticket to a lottery scratch-off payout. This week International Game Technology signed a multi-year licensing agreement with Authentic Brands Group for the exclusive property licensing rights to develop and distribute Elvis Presley-themed lottery games throughout the United States and Canada.
Jennifer Fales, IGT
“Elvis’ legacy is stronger than ever in the 65 years since his global debut,” said Jennifer Fales, IGT Vice President for Global Licensing, via email. “With more than 15 million fans across social media and growing, the `King of Rock ‘N’ Roll’ continues to inspire today’s most influential musicians, designers, entertainers, and social influencers and captivate audiences around the world.”
IGT will produce instant tickets, draw-based games, and mobile and interactive games using Presley’s likeness. The provider of slots games and lotteries also will develop turnkey second-chance promotions and comprehensive experiences for lottery customers.
Presley died in 1977 at the age of 42, and any lingering appeal would seem to be among Baby Boomers. But Fales thinks Presley’s charismatic life and talents transcend generations across multiple channels, including instant tickets and interactive games.
“We’ll offer these games at varying price points and in a variety of play styles,” Fales said, noting titles include Cash is King, Rock ‘n Roll Riches, Viva Las Elvis! and Elvis’ Electric 8s. “They’ll appeal to a variety of players across many different demographics.”
IGT does not have the rights to the music from Presley’s catalog, but song titles will be used to market lottery, mobile, and interactive games.
There are also crossover marketing opportunities. Elvis Presley fans who gamble will naturally be drawn to IGT’s offerings. But there’s also an appeal for the King’s non-gambling fans and collectors of Elvis memorabilia.
Fales said IGT plans to offer “experiential prizes” for lottery winners that may include stays at The Guesthouse at Graceland, VIP tours of Graceland Mansion, tickets to the Memphis Rock ‘n’ Soul Museum, keepsake memorabilia, spending money and customized Elvis merchandise prize packages including both musical and cinematic box sets.
“Elvis has a special way of continuing to delight fans, and we’re excited to see how people react to this engaging and interactive format,” said Marc Rosen, Group President, Entertainment, Authentic Brands Group in a statement.
