STILL SPINNING AT 30
IGT Celebrates 30th anniversary of Wheel of Fortune Slots
By Frank Legato
In the 130-plus years since the invention of the slot machine, there have been a few transformative events—developments that changed the slot experience forever. From electro-mechanical slots to microprocessor-based “virtual reel” slots to credit play to ticket-in/ticket-out, most of these developments involved the physical structure of the machine itself.
But in 1996, a transformative development arose from a single game, and a sound effect of a game-show audience cheer that still resonates 30 years later on slot floors around the world:
Wheel… of… FORTUNE!
When IGT launched the first Wheel of Fortune slot machine, the physical structure of the machine was certainly one of the central compelling features. The bonus wheel, a roulette-style wheel mounted atop the machine, had been patented by a company called Anchor Gaming and introduced a year earlier on a Bally game called Wheel of Gold. But what IGT did with that invention—the patent for which it acquired along with Anchor Gaming itself—would change the nature of slots forever.
By incorporating the sights and sounds of the legendary Wheel of Fortune TV game show, IGT ushered in the era of the themed slot game. Games with licensed themes from popular culture, from The Price Is Right to Game of Thrones to Whitney Houston, trace their lineage back to IGT’s legendary game.
The slot bonus wheel, of course, has had legs of its own, still appearing in new forms on scores of modern slot games from every manufacturer. But the wheel is arguably associated first and foremost with Wheel of Fortune, and its success as a slot game mechanic began with the iconic game that celebrates its 30th anniversary this year.
IGT is in the midst of a multi-channel, yearlong celebration of the Wheel of Fortune slot series. Part of that focuses on launches of new additions to the 250-plus games already part of the family. One of the most recent is the immersive Wheel of Fortune Trio presentation, in which three individual Rise55 cabinets are backed by a giant wheel and LED display, housing the game Wheel of Fortune Vegas Getaway.
Also on the Trio is Wheel of Fortune High Roller Respin, which includes 2X multipliers and two extra pointer symbols in a hold-and-spin bonus that is followed by a wheel spin with the enhancements applied.
Separately on the Rise55 is Wheel of Fortune Cash on Reels, featuring two “Mystery Pots” and a “Mystery Wheel Bonus.”
On the DiamondRS mechanical-reel platform is Wheel of Fortune 2X Wilds Deluxe, featuring the multiplying wild symbols pioneered by IGT’s Double Diamond, a game which has maintained its own popularity on the slot floor for some 37 years.
New game launches are accompanied by coast-to-coast in-casino celebrations, contests run via Instagram and Facebook, slot influencer collaborations, a new creative campaign, a week of integrations to be featured on TV’s Wheel of Fortune, and more.
“For three decades, IGT’s Wheel of Fortune Slots have captivated slot players around the world and earned a reputation for delivering world-class entertainment combined with huge jackpots in casinos and online,” said Hector Fernandez, IGT’s CEO. “Through our relationship with Sony Pictures Television and Carnival Cruise Line, IGT created a robust campaign for 2026 that honors the legacy of Wheel of Fortune Slots, while rewarding players and delivering value to our customers worldwide.”
One highly anticipated element of the campaign is IGT’s “Spin and Sail Cruise.” Presented in partnership with Carnival Cruise Line, IGT’s Spin and Sail Cruise empowers select casinos across the U.S. to reward players with eight-day cruises aboard the Carnival Jubilee, where travelers will compete in a slot tournament with a $1 million prize pool. Players also have the chance to win a seat aboard the November Spin and Sail Cruise via contests run on the IGT Jackpots Facebook and IGT Gaming North America Instagram pages.
IGT is in the midst of a multi-phase video campaign running over nine months on social, digital, outdoor and traditional media channels, including an airing on the namesake television game show in May.
“IGT’s Wheel of Fortune Slots is more than a beloved casino game,” said Fernandez. “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 colorful advertisement boasts a Busby Berkeley-inspired look and feel, featuring intricate choreography, retro music and a kaleidoscopic treatment of the familiar Wheel of Fortune wheel wedges. IGT is featuring various cuts of the commercial on LinkedIn, Instagram and Facebook. Later this year, IGT will extend the reach of the commercial via coast-to-coast placements on prominent, large-format outdoor digital billboards in iconic locations such as the Las Vegas Strip.
