Aristocrat Gaming’s huge booth at the G2E conference in Las Vegas offered a blend of old and new pokies, but the drawcard for many visitors to the showcase was a giant NFL helmet that contained the provider’s brand-new NFL Experience.
This startling installation served to introduce the spoils of Aristocrat’s recent deal with the NFL. The agreement gives the company exclusive licensing rights for NFL-themed land-based pokies. Aristocrat now also has the power to negotiate individual sponsorship deals with teams in the league.
Aristocrat’s CFO, Mark Wadley, advised that the company would likely start distributing NFL-branded pokies during the 2023 NFL season. Following the announcement, Aristocrat has already cemented partnerships with the New England Patriots to use the team’s insignia on pokies and introduce its branding to Gillette Stadium.
“We thought that as a leader in innovation, this made sense. We have licenses for some very popular games like Tarzan and Game of Thrones, and now the largest sports brand,” Wadley said.
Aristocrat will be able to deploy the machines anywhere in any of its partner casinos but would likely be positioned near team-affiliated sports bars or sportsbook areas.
Aristocrat has recently nominated a well-known figure as a Non-Executive Director of the company, pending regulatory approvals.
Bill G. Lance Jnr is a Native American Tribal leader and holds the honour of being the longest-serving Secretary of Commerce in the Chickasaw Nation’s history. This role saw him assume responsibility for 7000 employees and various gambling, hospitality, and retail operations for the Oklahoma-based tribe.
A statement from the company read,
“Upon stepping down as Secretary of Commerce, Mr Lance was given the honorary title of the Chickasaw Nation’s Secretary of State as part of a planned succession. In this role, Mr Lance continues to represent the Nation on multiple Tribal and other national and state level organisations across the United States, such as on the executive committees of the American Gaming Association and Greater Oklahoma City Chamber.”