Playtech has expanded its partnership with Banijay Brands, a subsidiary of the same-named multinational content creator and distributor. 

Playtech – Banijay Deal

This agreement grants the gambling technology company exclusive rights to utilize the Million Dollar Drop brand in the United States, as well as the right to keep its Deal or No Deal Bingo license for an additional five years.

Playtech claims that the acquisition of the US rights to The Million Dollar Drop will compliment its existing branded content strategy, with its current live game show offering being one of the segment’s “best-performing” titles.

Quotes from the Press Release

“Deal or No Deal and The Money Drop are famous shows with massive fan following, and we’re thrilled to see the brands expand into new product verticals,” said Lex Scott, Banijay Brands’ commercial director of gaming and gambling.

“We are delighted to be expanding our cooperation with Playtech; as an industry leader, Playtech is well-positioned to grow The Money Drop brand in the US market.”

However, the business notes that in the next months, it would also leverage The Money Drop brand throughout its bingo sector for its existing regions.

“It is critical to our strategy and growth in the United States that Playtech Live delivers the highest quality live gaming experiences, and by partnering with Banijay, we are bringing the most engaging and innovative products, technologies, and brands to new markets and audiences,” says Sasha Uman, Playtech’s director of live business development.

“The Money Drop Live provides a great gaming experience, and we are excited to introduce the localized Million Dollar Drop brand to our viewers in the United States and further cement our position as the global leader in live gaming entertainment.”

Additionally, Playtech has kept exclusive rights to the Deal or No Deal Bingo brand for another five years, stating that the brand has been a “huge hit” thus far.

“We are thrilled to renew our long and fruitful relationship with Banijay,” says Angus Nisbet, Playtech’s managing director of digital bingo.

“It’s a deal or it’s a no-deal.” Bingo is regularly one of our best-performing bingo rooms, and we’re happy to continue providing a really iconic and exciting gaming experience to our partners and their consumers.”