Global gaming, hospitality and entertainment giant Hard Rock International (HRI) has strengthened its existing Scientific Games Corporation alliance, with a new, exclusive three-year contract.

Relating to the provision of a series of lottery instant games, HRI, who owns international trademarks for the iconic brand, has aligned itself with “the world’s largest provider” of such offerings.

Scientific Games, which states that it supplies “the largest portfolio of licensed brands for lottery game entertainment,” believes the latest deal with Hard Rock solidifies its provisions for lotteries in Europe and North America.

Kyle Rogers, executive vice president of lottery licensed brands for Scientific Games, explained: “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.”

Hard Rock, which owns the world’s most valuable collection of music memorabilia, sees its venues stretch to 74 countries, including 185 cafes, 26 hotels and 12 casinos, with HRI also owning, licensing and/or managing a number of hotel and casino properties on a global scale.

Kresimir Spajic, SVP of online gaming for HRI, added: “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.”

This deal builds upon a recently announced deal between the two parties, which will see Scientific Games’ comprehensive system and games package power the recently opened Hard Rock Hotel and Casino in Atlantic City.

Upon confirming the deal, Cath Burns, SVP of gaming systems at Scientific Games, stated: “We have a long-standing partnership with Hard Rock and the Seminole Tribe, which has included collaborating on innovative new technologies for casino operations, which enhance both the employee experience and as well as the end customer experience.”