London, 26 February 2021 – Playtech, the world’s leading gambling technology company, has signed a new partnership with Sony Pictures Television (“SPT”) to use the Who Wants To Be A Millionaire? brand across Playtech’s fast growing product vertical, Live Casino.
Over the five-year term, Playtech and SPT will work together to bring the much-loved Who Wants To Be A Millionaire? brand into the Playtech Live digital entertainment portfolio. Playtech will develop three highly innovative and bespoke games utilising the Who Wants To Be A Millionaire brand and delivering the next step in the Live Game Show experience.
Stephan Zingg, Commercial Director, Brand Management and Interactive at Sony Pictures Television UK, said: “Playtech Live is creating some of the most innovative online gaming experiences on the market and we are very excited to start working with the team. We are positive that the Who Wants To Be A Millionaire? brand will deliver new elements of entertainment to the player and enhance their experience.”
Shimon Akad, Chief Operating Officer at Playtech, comments: “We are very proud to be chosen as Sony’s partner to bring the Who Wants To Be A Millionaire? brand to the live casino market. Securing prestigious brands like this is a key pillar of our content strategy as we look to deliver the most engaging responsible gambling entertainment experience in the market.’
Edo Haitin, CEO at Playtech Live, added: “Our vision at Playtech Live is to deliver the best possible entertainment experience. This centres around building game show content that is underpinned by leading global brands, and Who Wants To Be A Millionaire? has proven consistently over the years to be an absolute favourite worldwide. Our ability to develop engaging product features and live game shows, allowing players to experience first-hand the thrill and excitement of playing one of the most enduring game show formats in television history, that is what an entertainment-led experience is all about! This is only the beginning of our journey at Playtech Live and we cannot wait to start working on developing these three new games, which we are sure will be an exciting addition to our already engaging portfolio.”
About Sony Pictures Television
Sony Pictures Television (SPT) is one of the television industry’s leading content providers, producing, distributing and carrying programming worldwide in every genre and for every platform. In addition to managing one of the industry’s largest libraries of award-winning feature films, television shows and formats, SPT is home to a thriving global content business, operating a robust portfolio of wholly-owned and joint-venture production companies across the U.S., Europe, Latin America, and Asia Pacific, as well as linear and digital channels around the world. SPT is a Sony Pictures Entertainment Company
Founded in 1999 and premium listed on the Main Market of the London Stock Exchange, Playtech is a technology leader in the gambling and financial trading industries.
Playtech is the gambling industry's leading technology company, delivering business intelligence-driven gambling software, services, content and platform technology across the industry’s most popular product verticals, including casino, live casino, sports betting, virtual sports, bingo and poker. It is the pioneer of omni-channel gambling technology through its integrated platform technology, Playtech ONE. Playtech ONE delivers data-driven marketing expertise, single wallet functionality, CRM and responsible gambling solutions across one single platform across product verticals and across retail and online.
Playtech partners with and invests in the leading brands in regulated and newly regulated markets to deliver its data-driven gambling technology across the retail and online value chain. Playtech provides its technology on a B2B basis to the industry’s leading retail and online operators, land-based casino groups and government sponsored entities such as lotteries. As of June 2018, through the acquisition of Snaitech, Playtech directly owns and operates the leading sports betting and gaming brand in online and retail in Italy, Snai. Snaitech operates a B2B2C model as a service provider, allowing franchisees to utilise the Playtech technology stack in the retail environment while operating the leading brand, Snai, directly online as a B2C business.
Playtech's Financials Division, Finalto, is a technology leader in the CFD and financial trading industry and operates both on a B2B and B2C basis.
Playtech has in total c.6,400 employees across 24 countries.
For further information please contact:
James Newman, Director of Corporate affairs
Tom James c/o Headland Consultancy
+44 (0)20 3805 4822