Scientific Games inks a new, exclusive three-year contract for lottery instant “scratch” games with Hard Rock International, which owns international trademarks for the Hard Rock® brands. As the world’s largest provider of lottery instant games, Scientific Games offers the largest portfolio of licensed brands for lottery game entertainment. The announcement solidifies instant “scratch” games for lotteries in North America and Europe with the iconic Hard Rock® brand.
Beginning with an Eric Clapton guitar, Hard Rock owns the world’s most valuable collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise and Hard Rock Live performance venues. With venues in 74 countries, including 185 cafes, 26 hotels and 12 casinos, the company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. Hard Rock International also owns, licenses and/or manages hotel/casino properties worldwide.
Scientific Games provides game entertainment, technology and services to more than 150 lotteries globally. The company’s instant products generate more than 70 percent of both US and global lottery instant game revenues.
Kresimir Spajic, Hard Rock International SVP Online Gaming, said: “We’re excited to extend our collaboration with Scientific Games Gaming and Interactive groups to another vertical, and look forward to seeing the Hard Rock brand reach new audiences globally.”
Kyle Rogers, Scientific Games EVP, Lottery Licensed Brands, said: “Scientific Games is known for our game innovation, and our game design studios cannot wait to begin creating products featuring the Hard Rock brand to add a cool edge to our customers’ instant games. The Hard Rock brand is ubiquitous with music, fun and good times. We welcome this legendary brand into the Scientific Games’ licensed properties portfolio and believe lottery players will share our enthusiasm.”