G2E 2024 in Las Vegas was a busy event for IGT. During the show, Yogonet sat down for an interview with Jennifer Fales, IGT Vice President of Global Licensing and Social Casino, who shared insights into the company’s Wheel of Fortune presence and strategy.
The discussion focused on IGT’s latest innovations, particularly the expansion of the iconic Wheel of Fortune brand into new product lines, with developments for the video poker, ETG, and VLT product categories; as well as the company’s expectations for the future.
To begin, what can you tell us about this year’s edition of G2E in Las Vegas? Did you see excitement over the new Wheel of Fortune launches?
The show was great for IGT. Our Wheel of Fortune zone showcased all of our premium content and new product line expansions. We signed a new 10-year agreement with Sony last year for the use of the Wheel of Fortune brand, which allows us to expand into new product lines.
So, in addition to our traditional Wheel of Fortune slots, we now have IGT Wheel of Fortune video poker games, ETGs, and VLT games. There’s been a lot of excitement and enthusiasm, especially since we’re introducing these new product verticals for a license we’ve held for 28 years. It’s been wonderful to showcase both the classic games and new products.
What led IGT to exhibit its Wheel of Fortune novelties through a dedicated space in its booth?
The Wheel of Fortune zone at G2E was created with the idea of bringing all of our products together in one area, including the global debut of these new product lines. We wanted to show operators how they could create a similar zone on their own casino floors.
Those stepping into the zone would be surrounded by branded walls, with the space also bringing in all of the new products. The idea was to showcase this expansion, alongside the new merchandise and the new form factors in the Class III space. It’s all about providing operators with a vision of how they can bring this experience to life in their own venues.
How do these new product lines expand the Wheel of Fortune brand for IGT?
The new verticals allow us to bring different mechanics and features that aren’t traditionally part of the Wheel of Fortune casino experience and integrate them into the brand. For example, in video poker, the base game is a classic video poker experience, but we’ve added a Wheel of Fortune element with a wheel spin and puzzle-solving aspect.
You’ll also hear the familiar sounds and chants from the show, making it a natural fit while introducing something new. It’s about blending the best of the brand with what’s needed from players and operators in these new verticals.
Wheel of Fortune has been a staple on casino floors for years. Was there a demand from operators for these new categories and verticals?
Absolutely, there’s a big demand. VLTs, for example, allow us to enter markets we haven’t penetrated before. We believe Wheel of Fortune will be a huge success in the VLT market. The same for ETG, a segment where you have big wheels – what’s better than to have that wheel be a Wheel of Fortune one?
As for video poker, there’s an overlap between video poker players and Wheel of Fortune players. By maintaining the classic DNA of video poker while adding the Wheel of Fortune elements, we’re confident this will be an additive experience for players.
In addition to these new verticals, IGT has highlighted the introduction of 11 new Wheel of Fortune slot games. Could you tell us more about those?
Yes, we’re introducing 11 new Wheel of Fortune slot games in the premium Class III space, along with three new form factors. One of these cabinets focuses on modernizing community gaming. Our new Wheel of Fortune Trio is inspired by IGT’s legacy Wheel of Fortune Super Spin, which included a giant ‘community’ wheel that made for ultra-exciting wheel spins.
Another exciting addition is a game developed with our studio in Austria, which will be available on our SkyRise cabinet. This game brings even more glitz and glamour to the Wheel of Fortune brand. We’re also introducing our DiamondRS Wheel cabinet, which adds a new twist to the Wheel of Fortune experience.
Wheel of Fortune is undeniably a fan favorite. What do you think explains the long-lasting appeal of this brand, and what sets the Wheel of Fortune experience apart from other gaming products?
It all comes back to the wheel. Wheel of Fortune was the original wheel-based game when we launched it in 1996. Other games have tried to replicate the wheel experience, but the core DNA of the Wheel of Fortune spin, the chant, the sounds, the wheel click, and the puzzle-solving element is something that heavily resonates with players. It’s familiar, and it keeps them entertained. Our R&D team has worked hard to maintain that DNA while introducing new features that keep the experience fresh and exciting.
As we approach the end of the year and look toward the future, what are your expectations for the Wheel of Fortune brand and IGT? What’s next in terms of expansion and installations?
Our immediate focus is getting these products you’ve seen today into the market. Our video poker product will be available in Q1 of next year, while the ETG and VLT products will be released in Q3. We’re also working to bring the new form factors for premium Class III to market within the next 6 to 9 months.
In the short term, it’s about building an install base and delivering the products we’ve developed. Beyond that, we’ll continue to build a pipeline of content that will support these product lines well into the future. And we look forward to celebrating the 30th anniversary of Wheel of Fortune slots in 2026.
