IGT has rolled out a nine-month North America campaign for the 30th anniversary of Wheel of Fortune Slots, spanning social, outdoor, digital and TV media
IGT has launched a major North America-focused advertising campaign to celebrate the 30th anniversary of Wheel of Fortune Slots, extending the brand’s milestone celebrations with a nine-month media push across social, digital, outdoor and traditional channels. The company announced the campaign on March 18, 2026, and said it will also include an airing on the Wheel of Fortune television game show in May.
According to IGT, the new campaign is built around a vibrant video concept designed to get players chanting “WHEEL-OF-FORTUNE!” across a range of consumer touchpoints, from online social feeds to large-format outdoor displays. The advertisement features a Busby Berkeley-inspired visual style with retro music, choreography and a kaleidoscopic treatment of the iconic wheel wedges.
The commercial culminates with a featured shot of Wheel of Fortune Cash on Reels™ on the RISE55™ cabinet, positioning one of the latest entries in the franchise as part of the brand’s next phase. IGT said the first stage of the campaign launched immediately across LinkedIn, Instagram and Facebook, with further visibility later in the year through major digital billboard placements, including locations on the Las Vegas Strip.
Hector Fernandez, Incoming CEO of IGT, said: “IGT’s Wheel of Fortune Slots is more than a beloved casino game. It’s an iconic slice of Americana that players around the world associate with fun and life-changing jackpots. As we celebrate the game’s 30th anniversary, we’re launching an exciting advertising campaign that honors its nostalgic roots while showcasing its bright future.”
The new advertising push builds on a broader anniversary programme first unveiled by IGT in January 2026, when the company launched a wider multi-channel celebration around Wheel of Fortune Slots that included new product releases, in-casino activations, social contests, influencer collaborations and TV integrations.
The campaign also follows further momentum for the franchise earlier this month, when IGT said its Wheel of Fortune Trio cabinet won Top Performing NEW Premium Cabinet at the 2026 EKG Slot Awards Show, reinforcing the continued commercial strength of the brand three decades after launch.
