Atlas Experiences, a leader in premium player engagement and experiential rewards, today announced a new partnership with country music superstar Dierks Bentley and the Arizona Lottery to produce an exclusive, private concert as part of the lottery’s Country Cash with Dierks Bentley promotion to celebrate its 45th anniversary.
The collaboration further expands Atlas Experiences’ growing portfolio of entertainment collaborations, which includes successful campaigns with artists such as Luke Combs, Darius Rucker, and Martina McBride. Through premium entertainment partnerships and immersive fan activations, Atlas Experiences continues helping lottery and gaming brands create high-impact experiences that generate stronger emotional engagement, social amplification, and brand loyalty.
As part of the promotion, Atlas Experiences will produce a fully integrated promotion featuring a private concert with Arizona native Dierks Bentley, a live $45,000 game show developed in partnership with The Famous Group, and a private buyout of Bentley’s iconic Whiskey Row venue in Gilbert, Arizona. The experience will culminate in an intimate private concert and VIP meet-and-greet created exclusively for Arizona Lottery players and winners.
“No matter where I live or what state I’m playing in, Arizona will always be home,” Bentley said. “Getting the chance to do something fun like this for the hometown fans is a blast. We’re going to have a great night of music, make some memories and hopefully help turn a little gravel into gold for one lucky fan.”
The collaboration reflects growing demand among brands and loyalty-driven organizations for experiential rewards that create deeper emotional connections with audiences.
“This partnership represents exactly what Atlas Experiences is built to do: bringing together iconic brands, world-class entertainment, and memorable experiences,” said Derek Gwaltney, Founder and CEO of Atlas Experiences. “Working alongside Dierks Bentley and the Arizona Lottery allows us to deliver something truly unique for players while continuing to show the value experiential rewards bring to both brands and their audiences”
For the Arizona Lottery, the Country Cash with Dierks Bentley promotion combines live entertainment, exclusive access, and winning moments as part of the Lottery’s 45th anniversary celebration.
“At the Arizona Lottery, we’re always looking for exciting new ways to engage and reward our players, and Country Cash brings that to life through immersive music experiences,” said Alec Thomson, Executive Director of the Arizona Lottery. “Partnering with Atlas Experiences and Dierks Bentley allows us to give winners exclusive access to unforgettable moments while continuing to deliver fun, entertainment, and meaningful impact for Arizona communities.”
As lottery and gaming organizations increasingly prioritize experiential rewards and entertainment partnerships, Atlas Experiences continues to lead the evolution of experience-based promotions.
Read the full release at Atlas Experiences.