This week American gaming company International Game Technology announced that they've come to terms with World Wrestling Entertainment and are licensing the group's assets to create wrestling-themed lottery games.
The games will feature different WWE superstars as well as popular events like Wrestlemania and will be released in the coming years. This is the second foray for the WWE into the gambling market. Last year the company signed a partnership with DraftKings, and the betting site has been regularly updating their DK Nation site with information related to WWE events.
For IGT, branded content is a key to its success. Lottery games, especially scratch cards do well when punters can recognize and relate with what's on the cardboard. Last year lottery revenues for the company generated more than $1 billion.
Commenting on the agreement IGT COO for Lottery Jay Gendron said, "The WWE brand has broad appeal that reaches diverse age groups and cultural demographics in many geographies.
"IGT looks forward to melding the unique WWE assets with IGT's lottery expertise to create appealing, high-quality games and second-chance promotional opportunities for our global customers and their players."
As of press time we don't have a date for the launch of the games, but it's likely you'll be seeing stars of the squared-circle in supermarkets sometime in the near future.