The World Wrestling Entertainment promotion has signed a multi-year licensing deal with International Game Technology (IGT), the gaming company, to develop and distribute WWE-branded omnichannel lottery games.

Through the agreement, IGT will additionally develop and distribute turnkey promotional programs featuring WWE company logos, superstars, events, and programs.

Jay Gendron, IGT chief operating officer of lottery, 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."

Alex Varga, WWE vice-president of revenue strategy and development, added: "IGT is the clear industry leader in the lottery and gaming space, and we look forward to collaborating by bringing our intellectual property to our fans and lottery games around the globe.

"This is an exciting opportunity for us to continue to leverage the strong crossover between the WWE universe and another segment of the gaming landscape."