London, 18 January 2022 – Playtech, the world’s leading gambling technology company, has strengthened its partnership with Banijay Brands, part of the international content producer and distributor Banijay, after being granted exclusive rights for use of The Million Dollar Drop brand in the U.S. 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 U.S - 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 U.S. 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”, says 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 U.S. and strengthen our position as a global leader in Live gaming entertainment.”
“We are delighted to renew our long and successful partnership with Banijay”, says 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 U.S. market.”
About Banijay Brands
Banijay Brands, part of international content producer and distributor Banijay, controls the brand licensing rights to some of the most high profile and creative IP in the world. From entertainment and scripted through to animation and game shows, Banijay’s diverse portfolio offers commercial opportunities in multiple categories.
Banijay is home to over 120 production companies across 22 territories, and a multi-genre catalogue boasting over 120,000 hours of original standout programming. With unrivalled commercial capabilities, Banijay Brands brings the group’s stories and brands to life through consumer products, live experiences and gaming.
Banijay Brands represents some of the biggest global brands including MasterChef, Black Mirror, Peaky Blinders, Survivor, Deal or No Deal, The Money Drop, Big Brother and Wipeout.
Built on independence, creative freedom, entrepreneurialism and commercial acumen, the company, launched in 2008, operates under the direction of Chief Executive Officer, Marco Bassetti.
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 with over 7,000 employees across 24 countries.
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. Playtech directly owns and operates Snaitech, the leading sports betting and gaming company in online and retail in Italy.
Playtech also owns Finalto, a technology leader in the CFD and financial trading industry that operates both on a B2B and B2C basis. Finalto has been classified as a discontinued operation since 31 December 2020.
For further information please contact:
Virginia Knox-Walker, Senior PR & Communications Manager
Tom James c/o Headland Consultancy
+44 (0)20 3805 4822