A licensing agreement between Harrah's Licensing Company LLC and GTECH Corporation will see the latter acquiring the rights to use a number of Harrah's most recognizable logos, including the World Series of Poker.

According to a press release the "licensing agreement with Harrah’s License Company LLC, giving GTECH worldwide rights to utilize the names, logos, as well as images and additional brand assets for three of Harrah’s most powerful brands—Harrah’s, Caesars, and World Series of Poker (WSOP)—for lottery games in the Instant, Online, and Monitor distribution channels."

GTECH will use the new deal to not only provide Harrah's branded games but will also award prizes such as trips to Harrah's 36 casino-hotel resorts in the U.S., VIP packages to Caesars, trips to the WSOP Academy and tourneys and trips to championship golf courses.

"Harrah’s can now extend the reach of our iconic brands outside of our resorts and across GTECH’s powerful lottery network," explained Harrah's Entertainment's chief marketing officer, David Norton.

"We are confident that GTECH’s lottery players will find the prize packages compelling, particularly the chance to win trips to the WSOP Academy and seats in WSOP tournaments."

GTECH Senior VP of Printed Products and Licensed Content, Ross Dalton agreed with Norton.

"We believe each of these three brands has unique player appeal and we are confident that they will prove to be strong performing games for our customers around the world," Dalton said.

"We are very excited to be adding these brands to our existing brand portfolio and working with Harrah’s Entertainment as we develop innovative and profitable lottery games and marketing programs for our customers."

While the deal has netted GTECH access to a number of solid brands, the World Series of Poker is a particularly profitable jewel as this year's main event final table saw a viewership increase of 46 percent.

As well, this year's event saw 58,870 participants from around 125 different countries.

"The WSOP license represents a great revenue opportunity for our customers throughout the world," said Dalton.

"Poker has never been more popular, and with WSOP now in Europe, our international customers can leverage this exciting brand."