NFL Signs Slot Machine Deal WIth Aristocrat Gaming
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November 3, 2021: The NFL, which for years kept its distance from companies aliened with sports betting, today added another partner in the category, an exclusive multi-year slot machine licensing agreement with Aristocrat Gaming.
Aristocrat Gaming will have an exclusive global license 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 NFL, according to the league.
The NFL-themed slot machines, which will offer people the ability to customize their experiences based on their favorite teams, are expected to hit casino floors during the 2023 NFL season.
Financial terms of the deal were not shared.
The NFL this season also has seven official partners in the sports betting category, including Caesars Entertainment, DraftKings, FanDuel. Fox Bet, BetMGM, PointsBet and WynnBET.
More than 45 million people in the U.S. say they plan to bet on NFL games this season, an increase of 36% from last year, according to the American Gaming Assn.
The league said this partnership would “provide the NFL an opportunity to further drive fan engagement through a new gaming experience.”
"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," Rachel Hoagland, NFL vp-gaming and partnership management, said via the league.
“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."
The NFL recently unveiled an integrated league-wide responsible betting public awareness program.
According to the NFL, “The key message encourages people to play responsibly by sticking to a game plan, including setting a budget to know their limits; using licensed, regulated operators; and asking for help if they need it."
The tag line for the $6 million-plus effort: “Stick to Your Game Plan. Always Bet Responsibly.”
As part of this initiative, the NFL said it has made a multimillion-dollar, multi-year commitment to "significantly expand its long-standing partnership with the National Council on Problem Gambling advocacy group."
