When Aerosmith hits the road this summer, fans in some of the states the band visits will have a new way to win backstage passes, front-row seats and an extra few million dollars to spend on concessions. The group and singer Steven Tyler's publisher, Primary Wave Music, struck a deal with the gaming technology company GTECH to launch a band-branded series of lottery games based on "Dream On" and other songs from Aerosmith's catalog.
Rhode Island and New Hampshire will launch
Aerosmith-themed lotteries this summer and GTECH says more are in the works. The company has also signed a deal with Primary Wave to develop other music-related games.
"Aerosmith is the ideal band to try this with," says Primary Wave chief marketing officer Adam Lowenberg. "The band is very much interested in establishing new precedents, whether it's 'Guitar Hero' or the Rock & Roll Roller Coaster or even, going back in history, to mixing rock and rap. They really get off on being first, and GTECH shares that desire to innovate."
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