GTech acquires global rights to gaming brands

GTech, the gaming technology company, has acquired global online licensing rights for Harrah’s gaming brands. The deal covers use of World Series of Poker, Harrah’s and Caesars for lottery games.

The deal also allows GTech to offer players benefits in addition to cash prizes that include visits to Harrah’s owned and managed casinos and resorts in the US, its championship golf courses, packages to Caesars, trips to the World Series of Poker Academy and tickets to poker tournaments.

Harrah’s says the deal will allow it to extend the reach of its brands outside its resorts and across GTech’s global network. Harrah’s operates 52 resorts in six countries, with Caesars rated as its best-known casino resort brand.

GTech says it aims to leverage the World Series of Poker brand and sees it as a “great revenue opportunity”. The brand is one of the most widely-recognised in poker with players from 125 countries taking part in the 2008 series.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here