Endemol Shine and Pragmatic Play announce Peaky Blinder partnership

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Endemol Shine Group subsidiary Endemol Shine Gaming has announced a partnership for hit drama Peaky Blinders, in conjunction with content provider Pragmatic Play.

The five-year deal, which excludes both the US and UK, grants Pragmatic Play the rights to the Peaky Blinders online slot, live casino, instant win scratch cards and virtual sports, with the first product featuring characters from the hit series expected to launch in May 2020.

Anil Mistry, director of games and gambling at Endemol Shine Group, stated: “It’s great to work with Pragmatic Play to create brand new games with the Peaky Blinders IP. It’s one of our most iconic and promising brands and we are excited by the potential of this partnership.”

Peaky Blinders, an award-winning BBC One and Netflix series, is produced by official brand owner Caryn Mandabach Productions and Endemol Shine Group’s Tiger Aspect Productions. 

Five series have so far been aired, with the series having won multiple awards including the 2018 BAFTA for Best Drama Series and Best Drama at the 2019 National Television Awards.

Melissa Summerfield, chief commercial officer at Pragmatic Play, added: “Bringing forward a title like Peaky Blinders will definitely appeal to our customers and beyond, considering the tremendous success that the series gained since its launch. Peaky Blinders branded products will be yet another successful addition to our ever-expanding portfolio, and we trust that it will live up to the expectations.”

Endemol Shine Group control rights to some of the most high-profile and creative IP in the world. From award-winning dramas Peaky Blinders and Black Mirror, to animated hits Simon’s Cat and Mr Bean, and popular global formats such as MasterChef, Hunted, Pointless, Tenable and Wipeout. 

Furthermore, the group also represents a range of global ancillary rights for Peaky Blinders which is distributed by Endemol Shine International across more than 180 countries.