Playtech strengthens Banijay partnership with rights to new branded Live Game Show for the US
Playtech, the world’s leading gambling technology company, has strengthened its partnership with Banijay Brands, part of international content producer and distributor Banijay, after being granted exclusive rights for use of The Million Dollar Drop brand in the US and retaining its rights for Deal or No Deal Bingo for a further five years.
Under the new agreement, Playtech has been granted exclusive brand rights to The Million Dollar Drop in the US – known internationally as The Money Drop, complementing Playtech’s branded content strategy to deliver the most engaging entertainment experience in the market. The agreement follows the recent launch of Playtech’s two state-of-the-art live casino facilities, one in Michigan and one in New Jersey.
The Money Drop Live is one of Playtech Live’s top-performing live gameshows that offers an exciting and engaging format which is paired with an internationally recognised and well-loved brand. The Money Drop brand will also be leveraged across Playtech’s bingo vertical for existing Playtech bingo markets in the coming months.
Playtech has also retained exclusive rights to the Deal or No Deal Bingo brand for a further five years. One of the most successful gameshow formats of the 21st century, Deal or No Deal has proved a major hit as a bingo brand with Playtech’s exclusive Deal or No Deal Bingo room being one of the company’s long-term top performers.
“It is core to our strategy and growth in the US that Playtech Live delivers the highest levels of Live gaming experiences, and through partnering with Banijay we are bringing the most engaging and innovative products, technologies and brands to new markets and audiences”, said Sasha Uman, director of live business development at Playtech.
“The Money Drop Live offers an incredible gaming experience and we cannot wait to introduce the localised Million Dollar Drop brand to our audiences in the US and strengthen our position as a global leader in live gaming entertainment.”
“We are delighted to renew our long and successful partnership with Banijay”, said Angus Nisbet, managing director of digital bingo at Playtech.
“Deal or No Deal Bingo is consistently amongst our top performing bingo rooms, and we’re thrilled to continue to provide our partners and their customers with a truly iconic and entertaining gaming experience.”
Lex Scott, commercial director, gaming and gambling at Banijay Brands added, “Deal or No Deal and The Money Drop are iconic shows with strong fanbases, and we are delighted to see the brands grow into new product verticals. We are thrilled to be extending our partnership with Playtech, as an industry leading supplier, it is well-placed to expand The Money Drop brand into the US market.”