The National Football League (NFL) has announced a multi-year slot machine licensing collaboration with Aristocrat Gaming.

This will see the latter gain an ‘exclusive global licence’ to build land-based NFL-themed slot machines, as well as a non-exclusive license for virtual sports games, marking the first deal of its kind for the league.

Rachel Hoagland, VP of Gaming and Partnership Management at the NFL, commented: “The world of casino gaming is transforming, and the NFL is thrilled to be teaming up with industry leader, Aristocrat Gaming, with their proven track record in slot machine innovation and commitment to responsible gaming.”

The league further detailed  that the partnership will provide it with an opportunity to further drive fan engagement through a new gaming experience.

“Today’s slot machines offer engaging experiences akin to popular video game consoles that our fans adore, and we believe with Aristocrat’s vision, we can bring that exciting gaming experience to fans on the casino floor looking to show their love of football,” Hoagland added.

The NFL-themed slot machines, which will offer fans the ability to customise their experiences based on their favourite teams, are expected to hit casino floors during the 2023 NFL season.

“At Aristocrat, we are changing the game. In that spirit, we are thrilled to enter this agreement with the NFL, whose similar mission made this a natural partnership,” added Hector Fernandez, President of Aristocrat Americas and EMEA. 

“Fans worldwide love watching the NFL, and casino players worldwide enjoy Aristocrat games. This agreement presents a new opportunity to reach tens of millions of NFL and Aristocrat fans with exciting new entertainment options on the casino floor and beyond.”

Last month, the enterprise agreed to buy British gambling software developer Playtech Plc for A$5 billion ($3.7 billion). 

The offer valued London-listed Playtech at 680 pence ($9.35) per share, a premium of about 58% to the company’s last closing price on 15 October. 

Also in recent months, Genius Sports signed an agreement with US betting operator DraftKings, providing the latter with official NFL data and content. 

The multi-year partnership saw Genius’ data and content power fan engagement solutions, including a range of NFL-related products, whilst the firm’s data-driven advertising tech is leveraged for customer acquisition and retention.

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