Alchemy3 Signs Legends of Lucha Libre® Licensing Deal for Lottery Market

ALPHARETTA, Ga. (June 24, 2026) – Alchemy3 has announced a new licensing partnership with Legends of Lucha Libre®, the globally recognized lucha libre brand created by Masked Republic®. Through the agreement, Alchemy3 is now authorized to represent the Legends of Lucha Libre brand within the North American lottery category across licensed scratch ticket games, digital lottery products, second-chance promotions, and experiential activations.

The partnership brings one of the most visually iconic and culturally celebrated brands in sports entertainment into the lottery space at a time when lotteries are increasingly seeking immersive, entertainment-driven player experiences that extend beyond traditional gameplay.

Legends of Lucha Libre represents many of the sport’s most legendary luchadores and has become a powerful entertainment brand built around the heritage and artistry of lucha libre. Known for its colorful masks, larger-than-life personalities, and passionate fanbase, the brand has cultivated a strong cross-generational following throughout North America and Latin America. For lotteries seeking authentic ways to connect with Hispanic audiences while also appealing to broader entertainment fans, this new partnership offers lotteries a fresh avenue for engagement.

“This partnership represents exactly the kind of culturally authentic brand storytelling lotteries are looking for today,” said Paul Guziel, Chief Executive Officer of Alchemy3. “Legends of Lucha Libre brings together entertainment, live experiences, collectible artwork, and deep fan engagement in a way that translates exceptionally well to lottery products and promotions. The opportunities extend far beyond the ticket itself.”

Alchemy3 has already demonstrated the strength of the brand within the lottery category through its collaboration with the New Mexico Lottery on the first-ever Legends of Lucha Libre scratch ticket program in the United States. The unique promotion incorporated holographic-style ticket enhancements, second-chance digital gameplay, live wrestling events, wrestler appearances, retail activations, and integrated marketing support designed to create a fully immersive player experience.

The New Mexico activation featured a live Legends of Lucha Libre wrestling showcase with appearances from iconic luchadores represented by the brand, highlighting the experiential potential lotteries can unlock through the partnership.

“It is exciting to officially expand Legends of Lucha Libre into the broader lottery market with Alchemy3,” said Ruben Zamora, founder and CEO of Masked Republic®. “Alchemy3 understands how to build authentic licensed programs that connect with players and communities while respecting the cultural roots and energy that make lucha libre so special.”

As lotteries continue evolving toward entertainment-focused products and omnichannel player engagement strategies, licensed brands with strong fan affinity and experiential capabilities are becoming increasingly valuable across both retail and digital lottery environments.

Alchemy3 will collaborate directly with U.S. and Canadian lotteries to develop Legends of Lucha Libre-branded programs that may include licensed scratch tickets, digital and iLottery games, second-chance experiences, first-rate live events, retailer promotions, player loyalty initiatives, and wrestler-driven marketing campaigns.

For additional information about Legends of Lucha Libre licensing opportunities within the lottery industry, visit Alchemy3.com.

About Alchemy3

Since 2007 Alchemy3 has delivered innovative, full-service gaming and marketing solutions for the lottery industry. With 150+ years of combined experience and a portfolio of 30+ partners, the company develops premium programs, branded promotions, and cross-channel campaigns that drive player engagement and results.

About Legends of Lucha Libre

Legends of Lucha Libre is a brand created by Masked Republic®, representing many of the most iconic legends, superstars, and masked athletes in lucha libre. Since 2017, the brand has developed officially licensed products, live events, and entertainment experiences celebrating the culture and legacy of lucha libre across North America and beyond.

© Alchemy3 2026, All Rights Reserved

© 2026 Legends of Lucha Libre® by Masked Republic, Inc.®

Media Contact

Jessica Coker, Marketing & Strategic Partnership Manager

jb@alchemy3.com